Bitron – Tomorrow’s Solutions Today

Bitron International began its life in 2003 when it was spun off from a Canadian company marketing a range of high quality fuel and oil additives and specialty spray lubricants under the name “Bitron”. The original company was split into 2 separate companies; ‘Bitron Lubricants’ selling the Bitron range in Australia and New Zealand and ‘Bitron Global’ selling in Canada and the United States. Prior to this, the Bitron range had been successfully sold throughout Australia and New Zealand since 1996 with sales revenue in excess of A$15 million annually.

Bitron International, based on the Gold Coast in Queensland, Australia continued to build on this success and in late 2003 began a wholesale division to complement its already successful retail division. The wholesale division entered into distribution contracts with a number of its high profile retail sales staff, and this became a turning point for the company. By mid-2004, sales to the company’s wholesale distributors exceeded the company’s retail sales and the company began to expand its wholesale distribution network in both Australia and New Zealand.

In May 2005, Bitron Lubricants won a contract to supply a fuel wholesaler with an additive to reduce emissions, increase horsepower and lubricate fuel systems in vehicles using its E10 petrol sold in over 160 outlets. Bitron also began to concentrate its operations on niche markets such as agriculture, earthmoving & heavy equipment, mining, transport and stationary generators.

It was at this time that the Company’s Management took the decision to invest heavily in research and development and to take control of its own manufacturing. Up until this point, the company had imported its products from the original Irish manufacturer. To ensure that its products remained on the cutting edge of lubrication technology, Bitron Lubricants entered into an agreement with its Irish manufacturer to manufacture the products under licence in Melbourne Australia making the company and its products Australian owned and made.

September 2005 saw another turning point for Bitron when the Company purchased the formulations from its original manufacturer giving it for the first time complete control over its products from Research & Development on the formulations right through to production of the finished product. It also allowed the Company to significantly reduce costs on the manufacture of the entire Bitron range and pass these savings onto its wholesale distributors.

With the purchase of the formulations and the Company’s concentration on its niche marketplaces, Bitron discontinued production of its range of small bottles, closed its retail division and became the manufacturer and wholesaler that it remains today. The company aggressively expanded its wholesale distribution network during this period and both directly and through its distributors began to promote its products to commercial and corporate clients.

In July 2007, there was a major change in the Company’s management team with the appointment of a Director – Sales and Marketing with responsibility for building Bitron’s profile and increasing its market share both on national and international levels. The Company entered into supply agreements with a privately owned Indonesian supplier to market and sell the Bitron range throughout Indonesia, and a publically listed Malaysian company who rebrand the products using their own trademark to distribute throughout Malaysia.

2008 and 2009 saw strong sales growth for Bitron in all its markets and a major change to its corporate image. Bitron adopted a new corporate logo, colours and its familiar “Tomorrow’s Solutions Today” catch phrase indicating the Company’s determination to remain on the cutting edge of lubricant and fuel technology and its ability to provide customised solutions to its clients when required.

In 2009, as part of its corporate image change Bitron began once again to invest heavily in Research & Development of both its current product range and formulations for future product plans. The company spent considerable resources finding a chemist specifically with experience in the fuel and lubrication industry. This appointment has given the Company an edge over its competitors, allowing Bitron to provide more innovative and customised products to its larger corporate clients when required. The Company has been aggressively expanding its operations into the South Pacific working closely with both the governments of Fiji and Vanuatu, though the appointment of distributors in both countries. Bitron is providing customised solutions to enable both governments to meet the greenhouse targets they have set for their countries.

With operations nationally (within Australia) and in 5 other countries, the company is continuing to expand through concentrating on its niche markets, the continuing appointment of quality distributors both within Australia and through further planned expansion into South East Asia, and its proven ability to provide innovative and cutting edge products that respond to our clients needs. The Company’s management team have between them over 50 years of experience in the fuel and lubrication industry. Bitron truly does provide “Tomorrow’s Solutions Today”.