Maverick Performance Products (MPP) has announced a long-term trademark license agreement with VP Racing Fuels to market, manufacture and sell VP-branded lubricants in the U.S., Canada and Mexico. The agreement comes on the heels of VP’s recent introduction of VP Racing Lubricants, a family of professional grade racing oils, high-performance motor oils, engine break-in oils, assembly lube and high-performance gear oils. The product line will boast an initial portfolio of more than 90 SKUs, available early in first quarter 2017.
Through the agreement, MPP will manufacture VP Racing Lubricants according to VP’s strict specifications and both companies will market the product line through targeted retail channels and select wholesale petroleum distributors, according to Shane Terry, managing director of Maverick Performance Products. “We’re establishing a value-added marketing platform wherein VP’s 41-year history of manufacturing high-performance racing fuels and MPP’s upstream expertise in refining, finished lubricant blending and packaging will serve to bring top-quality products closer to the consumer,” said Terry.
“This license agreement with VP is an important step in our long-term business strategy to build value throughout the supply chain with efficient vertical integration,” said Jennifer Straumins, chairman of Maverick Performance Products. “It’s a perfect fit that leverages the core competencies and heritage of each partner.”
“This partnership is strategically important to our brand’s evolution,” added Alan Cerwick, president of VP Racing Fuels. “Long-term plans for our retail branding program have always included VP-branded quick lube centers and partnering with Maverick to manage distribution of products to these locations brings us a step closer to actualization.”
“VP currently offers a remarkable 70-plus fuel blends, each formulated to optimize performance in specific applications,” added Terry. “We aim to take the same approach with lubes – to generate ultimate performance with the best product for each specific application. It’s a business model driven by the competitive will to win and a recognition that we’re manufacturing performance parts, not just lubricants.
“We plan to work with select wholesale petroleum distributors to establish a network and deliver value-added programs and products throughout North America. We encourage anyone interested in becoming a part of our program to contact me at [email protected] or see us at SEMA Booth No. 23321.”
