Motul strengthens its presence in the bicycle market by expanding its care range
Motul, a long-standing player and benchmark brand in lubricants and care products for motorbikes and cars, confirms its intention to become a key player in bicycle care by expanding its Motul Bike Care range. Drawing on its recognised expertise in the world of competition, the brand is putting its technical know-how at the service of cycling performance, with the aim of supporting all enthusiasts with a comprehensive and innovative range specially designed for road and mountain bikes.
Two new products to enhance the bicycle range
True to its development strategy, Motul continues to expand its Bike Care range with two new products:
- Sports Equipment Refresher, a deodorising cleaner designed for protective equipment;
- EZ Lube, a multipurpose lubricant in an optimised formulation, adapted to the needs of both road and mountain bikes.
The Motul Bike Care range is based on two complementary lines: Bike Care Road, marketed under the Official Product of the Tour de France label, and Bike Care MTB, with the Official Product of the UCI Mountain Bike World Series label. Each line, comprising 9 products, offers high-quality solutions for degreasing, cleaning, lubricating and protecting bikes, tailored to the technical requirements of each sport. Packaged in 100% recycled and recyclable packaging, the products are free from aerosols, solvents, silicones and volatile organic compounds, combining efficiency, performance and respect for the environment.
A two-pronged strategy: road and mountain bikes
As part of its strategy, Motul relies on strong and complementary partnerships to accelerate its development in the world of cycling, based on two pillars: road and mountain bikes.
In the road bike segment, Motul became an Official Product of the Tour de France in 2024 thanks to a licensing agreement with ASO. This partnership strengthens the legitimacy of its Bike Care range, offering worldwide visibility via more than 100 official sales outlets. This summer, enthusiasts will be able to find Motul products in the official Tour shops, as close as possible to the event. At the same time, Motul is collaborating with the Cofidis team (UCI World Tour) in a co-development approach, where riders and experts contribute to testing and improving products under real competition conditions.
In the mountain bike segment, Motul is committed to working alongside Warner Bros Discovery Sports, broadcaster and promoter of the UCI Mountain Bike World Series, thus benefiting from first-rate media exposure on a major international circuit. This commitment is reinforced by a partnership with the BMC Factory Team, whose feedback from the field feeds directly into development and optimisation of the range's products.
Stronger commercial development
The commercial development of the Motul Bike Care range is also supported by a strategic distribution agreement signed last March with APESUD CYCLING, one of the leading distributors of premium bicycle brands in France. This strategic partnership will enable enthusiasts to find Motul Bike Care products in more than 500 sales outlets across the country, significantly boosting the brand's visibility, accessibility and presence on the ground.
With a presence in 160 countries, Motul relies on a structured international network to support the development of its Bike Care range. Already distributed by key partners such as DSB in Italy, UPGRADE in the UK, BICIMAX in Spain and Portugal, and Blue Cycle for Mexico and Brazil, the brand is stepping up its presence in strategic bicycle markets.
Romain Fabre, Motul's Chief Marketing Officer: "With these new products and our strategic partnerships, Motul is reaffirming its commitment to meeting the needs of the most demanding cyclists. These launches represent a key step in our vision to become the undisputed leader in bike care, by putting our technical expertise and continuous innovation at the service of cyclists."
About Motul
Motul specializes in the formulation, production, and distribution of high-quality lubricants that elevate performance in multiple usages from powersport to passenger cars, heavy duty, and industrial applications. Motul has pioneered synthetic oils with its flagship 300V, the first 100% synthetic multigrade lubricant. Building on this long-term know-how, Motul is now extending its expertise to care products for cars, motorbikes and bicycles, as well as advanced fluids for the thermal management of electric vehicle batteries and digital infrastructures such as data centers, addressing the performance and sustainability challenges of tomorrow.
Founded in 1853, Motul is a global company present in 160 countries. Over the years, the brand has built a solid reputation as a trusted partner to support the performance of leading manufacturers, top motorsport teams and major championships, such as the 24 Hours of Le Mans, the WEC, MotoGP, Dakar, Goodwood, or the UCI Mountain Bike World Series.
