Motul has chosen EICMA, the world’s leading motorcycle industry event (Milan, November 4–9, 2025), to reveal the outcome of its strategic plan and present the new expression of its brand identity.

A recognized leader in motorcycle fluids, Motul has embarked on a profound transformation: from a reference in high-performance lubricants, to an essential fluid company, serving the technologies that keep the world moving.

During a press conference on November 5 at 10:40 a.m. at the Motul booth (Hall 11, Q36), Olivier Montange - President of the Management Board and Romain Fabre - Chief Marketing Officer will present the company’s 2030 ambitions. This roadmap combines innovation, sustainability, and performance, and will be illustrated by a new label unveiled as a world premiere.

A renewed visual identity

Reflecting this evolution, Motul is renewing its visual universe. The new booth embodies the promise of a brand crafting essential fluids that alleviate friction to elevate performance. A central element of this new visual identity, the graphic pattern is a metaphor for the fluid that powers engines and machines, protecting, enhancing, and ensuring performance over time.

Through immersive exhibition zones and interactive displays, visitors are invited on a journey through 170 years of innovation, tracing the evolution of a company that has been shaping performance since its origins. The experience highlights Motul’s strong partnerships — from motorsport to business collaborations with leading OEMs — and extends into the company’s forward-looking vision of tomorrow’s mobility. A selection of lifestyle objects is also available on the booth.

Contacts_

• Raluca Barb-Lefevre, Head of Corporate Communications, Motul
  r.barblefevre@fr.motul.com / +33 (0) 6 23 56 03 36
• Marion Fouré, Corporate Communications, External Communication Manager, Motul
  m.foure@fr.motul.com / +33 (0)6 27 44 30 14
• Arthur Barbier, Rumeur Publique 
  Arthur.barbier@rumeurpublique.fr / +33 (0)7 71 80 76 69
• Thierry Del Jésus, Rumeur Publiqu 
  thierry.deljesus@rumeurpublique.fr  / +33 (0)6 60 47 90 38

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.