China is also aggressively driving its own GB [guobiao,
or national] standards to achieve higher fuel economy
and lower emissions, aiming for the highest global
standard by 2022.”
After eight years as the European Sales and
Marketing Manager of Saudi Arabia-based chemical
company SABIC, Sean transitioned to Afton
Chemical in April 2006 where he was responsible for
its marketing efforts throughout Europe, the Middle
East, Africa and India. Following the company’s
expansion in Asia, Sean was named Marketing
Director Asia–Pacific in 2012, and became Vice
President and Managing Director of the region
three years later. During
this time, he has watched
the industry change and
adapt to new
technologies and shifting
consumer habits.
“Six years ago, China
was 10 years behind
Europe and the US in
terms of emissions and
fuel economy standards.
Now, it’s leading the
market in terms of
standards and quality.
From a product life cycle
point of view, China’s
new passenger cars’
product life cycle is
around five years, while
in mature markets such
as Europe and the US
it’s around 10 years,”
Sean explains. “For product development and
marketing, we must closely monitor trends impacting
the market while constantly innovating to provide
valuable solutions to customers, helping them grow
and address these challenges.”
In 2016, Afton launched a chemical additive
manufacturing plant in Jurong Island, a US$385
million facility that will fortify its global supply
network and supply the Asia–Pacific region with
all required engine oil components. “This year,
we have started commercial shipments for new
components to better serve our customers worldwide
through shorter lead times and a greater scalable
capacity to support their growth,” explains Sean.
The plant is central to the company’s ‘Made in
Asia, for Asia’ strategy, which is aimed at ensuring
Afton provides its customers with real-time solutions
conceived and built in the region. With this
investment, Singapore is now home to three of
the world’s top four lubricant-additive companies.
On top of the initial Afton Chemical Asia
employees running the Jurong Island plant, the
company has also expanded its workforce by drawing
on qualified locals. “Afton’s business philosophy is
based on our passion for solutions and people,
combined with our chemistry know-how. Our
culture is open, collaborative, and designed to
empower our commercial teams to provide solutions
and continuously look for improvements in how we
service customers,” says Sean.
“Good leaders are focused
on the big picture. They
anticipate trends and
communicate their vision to
steer the team forward. They
motivate and empower their
people, always encouraging
collaboration. They listen and
provide valuable inputs while
striking a balance between
being flexible, open and firm
in their decisions.”
To increase customer
support in Asia–Pacific,
Afton has also established
technology centres in Suzhou
in China and Tsukuba in
Japan, providing customers
and OEMs with enhanced
technical services, including
sample blending, physical and
chemical analysis, and performance testing. As well as
digitisation and automation, a definitive trend Sean
has his eye on is electromobility (eMobility), or the
development of electric-powered vehicles to reduce
fossil fuels and carbon gas emissions.
“In 2017, nearly 800,000 electric vehicles were
sold in China, backed by new government legislation
and incentives in the car ownership quota. We are
monitoring the switch from internal combustion
engines to electric vehicles and hybrid passenger
vehicles, which will have a huge impact on urban
driving at shorter distances due to the need for
charging stations,” he explains. “We are proactively
working with central OEMs to develop the
technology and lubricant needs these hybrid vehicles
will demand.”SEAN SPENCER ON
THE CHINESE MARKET:“As the fuel and lubricant
industry grows, China continues
to be a key market both from
a demographic and quality
enhancement perspective. The
nation is committed to addressing
emissions challenges and
implementing its own national
standards, driving the next
generation of vehicle design and
the quality of lubricants and fuel
even higher.”Interview | INSPIRE