PULZAR Invests 150M Baht in Rebrand, Enlisting "Noom-Lamyai"

Shaking Up the Motor Oil Industry: PULZAR Unveils Major Rebranding to Capture Premium Global Market
BANGKOK — Thai Petroleum & Trading Co., Ltd., a prominent manufacturer and distributor of automotive lubricants and batteries with over 70 years of heritage, has announced a massive 150 million baht investment to rebrand its premium engine oil line, PULZAR.
 

Operating in the Thai market for over 15 years, the brand transformation marks PULZAR's most aggressive commercial campaign in over a decade. The strategy centers on shifting consumer perception from a mechanic-focused product to an essential, high-technology lifestyle purchase for all motorists. Under the new corporate concept “LONG LIFE TECH, LONG LIFE ENGINE,” the company is targeting sustainable market growth across the Asian region by pairing advanced friction-reduction formulas with a disruptive, celebrity-driven marketing strategy.

PULZAR 2026 Strategic Rebrand

Capital Investment: 150 Million Baht

Core Concept: "LONG LIFE TECH, LONG LIFE ENGINE"

Presenters: Noom Kanchai Kamnerdploy & Lamyai Haithongkham

Current Market Share: 4–5% (80% driven by the diesel segment)

Core Enhancements: Packaging Redesign, Clearer Labels, Brand Icon

Dual-Presenter Strategy: Bridging Commercial and Premium Demographics
To break traditional industry molds and secure a comprehensive consumer reach, PULZAR shocked the market by introducing two of Thailand's most influential media figures as dual brand presenters: Noom Kanchai Kamnerdploy and Lamyai Haithongkham.
 

The pairing serves as a strategic bridge across polar demographics. Noom Kanchai brings trusted mainstream journalism credibility to appeal to luxury and passenger car owners, while Lamyai Haithongkham connects with the high-utilization commercial transport and heavy-duty logistics sectors.

Consumer Insights From 500+ Nationwide Respondents
Modern Visuals
Sleeker yellow/black palette

Introduction of the "Captain PULZAR" mascot

Simplified B2C UX
Color-coded labels for easier selection

Clear, straightforward vehicle matching เพื่อลดความสับสน

The executive team outlined that modern consumer habits have shifted away from price-point shopping toward long-term vehicle equity and engine protection.

Mr. Sumphan Tingthanathikul, Managing Director of Thai Petroleum & Trading Co., Ltd., detailed the vision behind the corporate shift:

“Today, PULZAR holds approximately 4–5% market share, with 80% of sales generated from the diesel engine oil segment. The brand continues to achieve annual growth of 4–6%, driven by modern consumers who increasingly prioritize ‘long-term value’ rather than focusing solely on price. Therefore, this rebranding initiative under the concept ‘LONG LIFE TECH, LONG LIFE ENGINE’ will serve as a crucial foundation for strengthening our competitiveness and establishing sustainable recognition across the Asian regional market in the long term.”

Mr. Somched Boonsanorng, Marketing Director of PULZAR, highlighted the aggressive market return and operational confidence following a 14-year quiet period:

“We expect the market to recognize and fully embrace the changes and innovations we have created. We would like everyone to open their minds and experience it for themselves. What we say may sound like an overclaim, but once consumers actually try the product, they will immediately realize that PULZAR is not just about words, it is a quality we can genuinely stand behind. This time, we are fully prepared. We want everyone to experience it and make their own decision. We sincerely hope PULZAR will become a brand that remains in everyone’s hearts.”

Distribution and Commercial Outlook

PULZAR plans to leverage its existing nationwide network of over 1,500 retail and service locations to roll out the new packaging. The distribution push will be supported by a 360-degree media campaign spanning offline television commercials (TVCs), synchronized digital media campaigns, and regional B2B dealer roadshows to consolidate its dominant 4-6% steady annual growth rate.