Always Moving: Engen launches new B2B brand positioning

Engen, a leading energy and solutions partner committed to enriching lives for a sustainable future, has launched its new business-to-business (B2B) brand positioning to solidify the company as the premier energy solutions provider to its commercial fuels and lubricants customers.

‘Always Moving’ embodies Engen’s dedication to helping keep industries in perpetual motion by supplying them with technologically advanced fuels, lubricants, chemicals, and services.

Engen Mining

“In an era where industry never stands still, Engen moves alongside its customers, ensuring their operations are optimised and remain productive,” comments Adnaan Emeran, Engen’s Marketing and Business Development Manager for Commercial Fuels and Lubricants.

The campaign provides a captivating visual and auditory experience, showcasing heavy machinery in motion, which encapsulates the essence of ‘Always Moving’.

This serves to emphasise Engen’s commitment to keeping wheels turning and productivity high across key industries such as mining, agriculture, fleet and transport, manufacturing, and construction.

Emeran highlights Engen’s role as a solutions partner to industry.

“We empower industry to keep moving forward and stay productive and profitable. This new customer proposition builds on Engen’s brand philosophy of what matters to you matters to us, as well as its long-standing brand promise of ‘With us you are Number One’.”

‘Always Moving’ is however more than a tagline; it’s a promise, says Emeran.

“Engen’s extensive footprint across Southern Africa ensures security of supply, while its premium products and holistic solutions go beyond merely providing lubricants, fuels and chemicals.”

The ‘Always Moving’ campaign encompasses radio, print, digital, and Out of Home platforms nationwide.

A highlight of the campaign is a short film titled “The Sound of Moving,” which portrays Engen as the conductor orchestrating an ensemble of industrial machinery.

Adds Emeran: “This captures the essence of industry vitality and highlights Engen’s collaborative approach in keeping industries in motion.

“‘Always Moving’ is testament to Engen’s unwavering dedication to its customers; by understanding the importance of uptime and efficiency, Engen remains committed to ensuring that our customers thrive in their respective industries.”

As Engen embarks on this exciting journey with customers, it invites everyone to experience the symphony of industry in “The Sound of Moving” and to join in a celebration of perpetual motion.

To view “The Sound of Moving,” please visit

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