The vibrant yellow branding of Duckhams oil is synonymous with motorsport passion. This iconic oil brand was instrumental in propelling James Hunt’s Hesketh Racing team in Formula 1 during the 1970s, and was the preferred choice for legendary racers like Nigel Mansell and Ayrton Senna in the following decades.

In a bid to revive this esteemed British brand, prolific entrepreneur Zuber Issa is pouring millions into Duckhams, following its neglect by BP, which abandoned the brand in 2016.

Issa, renowned for orchestrating the £6.8 billion acquisition of Asda alongside his brother Mohsin in 2021, is now turning his attention to Duckhams, a name steeped in automotive history.

The origins of Duckhams can be traced back to 1899, when chemist Alexander Duckham established a lubricants company in Millwall, East London, at a time when the automotive industry was burgeoning. Known for his close friendship with aviator Louis Blériot, Duckham even financed a memorial in Dover to honor Blériot’s 1909 historic flight across the English Channel.

The company quickly became the lubricant of choice for leading British automobile manufacturers such as Austin, Bentley, Rolls-Royce, and Rover. The launch of Duckhams Q in 1951 marked a milestone, being Europe’s first multi-grade oil, occurring six years after the founder’s passing.

In 1969, BP acquired Duckhams from the founding family, injecting substantial marketing funds that initially benefitted the brand. However, by 2000, Duckhams had lost favor within BP and was folded into the Castrol brand.

A turning point came in 2016 when Jabir Sheth, another petrol forecourts entrepreneur, purchased the Duckhams intellectual properties from BP. This acquisition included a 51% stake in the brand’s Thai joint venture, which remained active.

Firoz Patel, a director at Duckhams, revealed that the company’s archives yielded a treasure trove of historical documents, including handwritten formula books over 100 years old.

In 2017, Duckhams saw its first relaunch and has since expanded to 24 international markets, including the UK, Ireland, Germany, and several Southeast Asian nations.

With Issa’s backing, Duckhams plans a five-year strategy to increase its reach to around 50 markets. This expansion will involve collaborating with local distributors who can blend Duckhams oil tailored to regional preferences, thereby maintaining low operational costs while benefiting from local insights. The classic car sector will also receive special attention.

Issa’s individual investment values Duckhams at approximately £50 million. The company, headquartered in Bolton, employs about 100 staff.

David Bailey, a professor specializing in the automotive sector at Birmingham University, praised Duckhams’ revival, stating, “It’s fantastic to witness its return. The brand is deeply rooted in British motoring heritage and sports.” He noted that Duckhams suffered during BP’s ownership.

Patel mentioned that the funds will enhance brand visibility through increased advertising. Duckhams oils are also set to be made available at EG On The Move, the petrol forecourts chain which contributed to Issa’s wealth.

Bailey highlighted that leveraging Britain’s historical connections could provide Duckhams an advantage in the competitive landscape. “Classic oils will surely attract vintage car enthusiasts, but appealing to a broader market presents a greater challenge,” he observed. “The brand still holds recognition in Commonwealth nations like Malaysia and Singapore, which could facilitate its international traction. Historically, it was known for innovation and motorsport collaborations, and capitalizing on this legacy will be crucial for its global resurgence.”