magazinemagazine

www.motorex.com There is more behind it . . .

90 years of MOTOREX

Peopleat MOTOREX

Made from oil:MOTOREX

MOTOREX-PMO

The future of lubricant technology

EDITORIAL

EVOLUTION

INDUSTRY

REPORT

INSIDE

No. 81/32 June 2007

90 Years Oil of Switzerland

The green drum has become a fixture in a wide variety of areas, making it difficult to imagine life without it: a helper you can build on, a dependable partner and member of the family.

Our company has seen constant growth since its founding 90 years ago. Though our roots are in Langenthal, in the heart of Switzerland, you’ll encounter the green MOTOREX drums in over 60 countries throughout the world. This success is due to the loyalty of our customers combined with the dedication and commitment of the company’s owners through three generations and a present workforce of over 220 strong. Our centenary anniversary is not far off – we look forward to celebrating it together with you.

www.motorex.com

E d i t o r i a l

IMPRESSUM

5

PAGES 18/19

PAGES 12/15

Report Numerous work steps and a great deal ofknowledge have to be applied before a lubricant per-fectly suited for a given application can be developedand produced from the raw material of crude oil.

EvolutionNew technologies,environmental impactsand resources mean thatnovel solutions are incontinual demand in lubrication technology.A look ahead to a chal-lenging future.

InsideThere are still loyal and committed people who spend many years or even all their working lives with the same company. A clearsign of mutual attachment.Meet some of these interest-ing people at MOTOREX in the INSIDE section.

MOTOREX® and all employed productnames are internationally protectedtrade marks.

No responsibility is accepted for printingerrors or changes in the technical data.

Editor:BUCHER AG LANGENTHALMOTOREX LubricationCH-4901 Langenthal

Tel. ++41 (0)62 919 75 75Fax ++41 (0)62 919 75 95

Customer service by phone. Advice and problem solving also in German,French and Italian.

Design, redaction and art direction:AESCHLIMANN, Advertising Concepts and PR GmbH, Muri/Berne

Translation: BMP Translations AG, Basel

Graphics and prepress: Sicolith AG,Wabern

Printing: Benteli Hallwag AG,Wabern

Text contributions may be used when source is indicated.

MOTOREX NEWS 6

Three new made-to-measure 7viscosities

Factory-fill MOTOREX lubricants for FANTIC

MOTOREX MAGNUM UX cooling lubricants

MOTOREX – firm on its feet in the past, today and in the future

Environment friendly:MOTOREX OCEAN FS 2T BIO

With Triumph at Supersport-IDM 2007

Test winner:MOTOREX HELMET CARE

1st East European MOTOREX Conference

INSIDE 8

“MOTOREX, part of my fulfilled life.” 11People talk about their careers at BUCHER-MOTOREX

REPORT 12

Made from oil: MOTOREX 15All you need to know about MOTOREX’s production processes

INDUSTRY 16

Optimum fluid management 17with MOTOREX-PMO

EVOLUTION 18

What the future holds 19for lubrication technology

BOX 20

Cool ideasDid you know that..?Comic

C o n t e n t s

A “round” birthdayby Edi Fischer

BUCHER AG LANGENTHAL is cele-brating a round birthday. A company builton tradition is ninety. Innovativeness andentrepreneurial vision have consistentlycaused change, renewal and adjustmentthroughout its history. Only by doing sohave we been able to stay completely up to date despite our ninety years andmake the MOTOREX brand one of thestrongest in the lubricants market inSwitzerland and abroad.

Tradition and innovation are embedded in the following three core values that have remained unchanged for ninety yearsand three generations as a family enter-prise.

1. Being close to the customer

2. Total-quality products and services

3. Being a reliable partner

We aim to continue to build on these values. Our clear ownership structure willguarantee that we can do so. The Bucherfamily has always backed the companyclosely and with great consistency, and it is fully committed to MOTOREX’s long-tem wellbeing.

Having the customer at the center ratherthan the stock market gives all stakeholdersa sense of security that is all too rare thesedays.

PAGES 8/11

Edi Fischer, CEOBUCHER-MOTOREX-group

9 0 y e a r s o f M O T O R E X

The MOTOREX chain:90 years of tradition – 220 people with a futureby Peter and Monique Regenass-Bucher

Dear customers and partners,Dear readers,

“Our high-quality REX upper cylinder oilwill keep your engine running smoothlyand stop valves sticking.” This is the snappy message on the lead-sealed 950 mltin canister from 1950. For 90 years our

success has been decided by our cus-tomers. We see productive discus-sions in workshops, at machine toolsand in offices as both a challenge and

the beginning of successful innova-tions. For example, the venera-

ble REX upper cylinder oilwas invented in conjunctionwith a customer.

This can of REXupper cylinder oil

was sufficient for 400liters of gasolineFounded in 1917, ourcompany has changedand grown in terms ofboth people and years.Today 220 employees are com-mitted day-in day-out to satisfy-ing their real “employers” – you,our customers.

Products in MOTOREX greencan be found all around theworld. From our beginningswith REX have come state-of-the-art, high-tech lubricantsand cleaning and care products,including the low-ash, low-friction MC POWER PLUSSAE 10W/40 motor oil, the

resilient INTACT corrosion protectionfluid and the SWISSCUT ORTHO cutting oils for metal removing machining.All have left familiar oily trails.

MOTOREX’s recipe for successOur chemists have devised a large number of ingenious formulations. Does MOTOREX also have a recipe for success?

Certainly – 220 unique employees who areall links in the MOTOREX chain – a chainthat is exactly as strong as each link. Whilethe customer – the first link in the chain –is being served by one of our globally oper-ating MOTOREX partners, our produc-tion department will be busy blending. Our laboratory specialists guarantee good

products and top quality.

Our customer service is valu-able yet still free of charge.The documents produced by the Marketing departmentare appreciated by both sales-people and customers. InSwitzerland, MOTOREX’struck drivers deliver the green

drums to exactly where the customer wantsthem. And finally, our Accounts depart-ment makes sure the figures are all correct.

The MOTOREX chain with its 220 strong linksYou, our valued customers, employees andpartners, have been our loyal companionsthroughout the years and decades and havemade MOTOREX’s success possible. Likeyou, we are proud of MOTOREX and lookforward to shaping the future with you.

Our 90th anniversary celebrations will hopefully give us an oppor-tunity to express our gratitude to everyone who has been involved in the MOTOREX success story.

M. Regenass-Bucher, Chair of the BoardMOTOREX AG LANGENTHAL

P. Regenass-Bucher, Chair of the BoardBUCHER AG LANGENTHAL

From left to right: Peter Regenass-Bucher, Edi Fischer

and Monique Regenass-Bucher

We look forward to seeing you soon.

6

N e w s

7

Dirt and germs stay out. The test teamfrom German motorcycle magazineMOTORRAD NEWS recently exam-ined eight different helmet cushion cleaners under extreme conditions in its test lab. Each spray was tested for effectiveness in cleaning, ease of use, scent, odor-fighting ability and value. MOTOREXHELMET CARE, earned top scores with 21 points.

1st East European MOTOREX Conferencein HungaryMOTOREX and importers from seven eastEuropean countries recently met for the 1st East European MOTOREX Conference at KTM in Hungary. The event was intendedto give importers in these mainly young andgrowing markets an opportunity to compareexperiences and to provide solid knowledgefor the marketing of MOTOREX products.

As one of the “oldest” and most successfulMOTOREX distributors, Dieter Schullershared his experiences in building upSchumoto in Austria. Product training was also provided along with a talk on lubricanttechnology.

The participants’ response was enthusiastic,and planning is under way for a second con-ference.

New: MOTOREX MAGNUM UX cooling lubricantsThe four products that make up theSWISSCOOL MAGNUM UX range(MAGNUM UX 100, 200, 300 and 400)together cover 99% of all applications requiring the use of a cooling lubricant.These water-soluble cooling lubricantsboast extremely high performance limits.Above-average stability, good cooling,rinsing and lubricating properties and out-standing wettability ensure ideal produc-tion processes.

MOTOREX MAGNUM UX can be usedsuccessfully even in hard-water conditions,is low-foaming and does not irritate theskin. Would you like to find out moreabout the new MAGNUM UX cooling lubricants? Contact your MOTOREXrepresentative now.

gone back to work – maybe even harder than before. As a symbol and expression of thanks for this powerful determination to get back up one more time than everyone else, every employee was given a wobble doll in the green “MOTOREX look” for MOTOREX’s birthday.

Mother Nature’s sweetheart:MOTOREX OCEAN FS 2T BIOThe OCEAN FS BIO 2T fully synthetic two-stroke motoroil from the new MARINE LINE combines a masterpiece oflubrication technology. The motor oil is highly effective pro-tection against corrosion by saltwater and condensation andalso for long idle times or short-run use.

OCEAN FS 2T BIO is rapidly biodegradable according to the NMMA TC-W3 standard and meets the ASTM TSC-4 and JASO FC specifi-cations. Mix ratio 1 – 2% or according to the manufacturer’s recommendation.Available in several practical package sizes.

darling. In accordance with the rules, theTriple is type-approved at 675 cc and keptvery close to the mass-produced version. The talented rider, Rico Penzkofer ofGermany (31) has what it takes to win.

More information on the team and the racecan be found at www.g-lab-racing.com

The test verdict for MOTOREX HELMET CARE said:

“A powerful dirt remover and odor fighterwith a lasting fresh scent carrying a hint of apple.” Let your customers know aboutthese excellent test results and recommendMOTOREX HELMET CARE in thehandy 200-ml can.

Congratulations on the victory!

Test winner: MOTOREX HELMET CARE

Triumph Germany is taking part in the International German Supersport RoadChampionship (IDM). MOTOREX is incharge of lubricant technology. The experi-ence they gain will feed directly back intoMOTO LINE products for road use.The powerful three-cylinder bike’s unusualengine design has already made it a media

“Success is getting up one more timethan you fall down.” Winston Churchill

After 90 years, why is MOTOREX not only still on the market, but more success-ful than ever? Because we at MOTOREXhave always got back up, looked ahead and

MOTOREX – firm on its feet in the past, today and in future.

N e w s

Three new made-to-measure viscositiesThe MOTO LINE motor oil range is always up-to-date on the latest demands of the international motorcycle market.The new SAE 10W/30 viscosity version ofhigh-performance four-stroke motor oilTOP SPEED 4T is specially made for thenewest generation of engines and meets allrelevant standards. The new TOP SPEEDproduct is already widely used, especially inHonda cycles, whose manufacturer pre-scribes SAE 10W/30 oils.

MOTOREX developed its CROSSPOWER 4T SAE 10W/50 for off-roadmotorcycles in collaboration with motor-cycle manufacturers. This fully synthetichigh-performance motor oil is now alsoavailable in SAE 5W/40 and 10W/60 vis-cosities. The SAE 10W/60 viscosity is amust for the latest KTM LC-4 engines as it is the only motor oil on the market com-patible with the special alloys in the engine.

FANTIC off-road motorcycles are cur-rently experiencing a revival, and not onlyin Italy. The Enduro and Supermotardbikes are being made entirely in Italy undernew management. FANTIC focuses exclu-sively on the 50 and 125 cc engine classes.

Starting with the 2007 model year,MOTOREX is FANTIC’s official lubri-cant partner.

MOTOREX lubricants for FANTIC

With Triumph at Supersport-IDM 2007

As technology supplier for two-stroke andfour-stroke off-road motorcycles,MOTOREX possesses comprehensive expertise and extensive racing experience.Available around the world, MOTO LINEwas FANTIC’s first choice, offering theright product for every motorcycle application. The launch of the new four-stroke 125 cc FANTIC marks a new chap-ter in the company’s history.

Buona partenza FANTIC! www.fanticmotor.it

8 9

1972

I n s i d e I n s i d e

“MOTOREX, part of my fulfilled life”

With MOTOREX for 32 years:“At the time, I really just wanted to take a three-week internship at BUCHER-MOTOREX between finishing my busi-ness education and doing my military service. In the meantime it’s turned out to be 32 years.”

“Being naturally enthusiastic, I’ve always had the ability to pass on the spark duringmy sales career. Not only do MOTOREXarea representatives appreciate that, so do customers.”

Technology – a big plus“As General Manager of MOTOREX AGI’ve specialized in the manufacturing sector in recent years. I consider the really advancedtechnology we have today in our metalwork-ing products to be a major advance. Particu-larly in the early years of MOTOREX AG we often wished we had more innovativeproducts and worked hard to develop them.This was the only way wecould successfullybring products withMOTOREX vMAXTECHNOLOGY, for example, to mar-ket. Just ten years ago,high-speed machining of different metals using oneand the same cutting oil was just adream – today with MOTOREX ORTHONF-X it’s a reality!”

Bringing home the bacon“There was once a tricky cus-tomer visit where the area rep. and sales manager just couldn’t make any progress. For various reasons, the customer preferred a competitor’s gun spray. As sales director, I decided to visit the customer in person. After some tough but cordial negotiations, I was

able to secure a nice GUN CARE order and then load half a wild boar

into my car by way of a down payment.We threw a spontaneous company party to eat the pig.”

In this article we present a few of the 220 dedicated individuals who work or used to work for MOTOREX every day.

For 90 years MOTOREX has lived by long-term thinking and action. Healthy human resources policies and valuing

each individual are top priorities at MOTOREX.

With MOTOREX since November 1975

Position then Sales intern

Position today General Manager, MOTOREX AGLANGENTHAL

Happy because MOTOREX has become a passion

90th birthday wish To be able to celebrate “100 yearsof MOTOREX” ten years from now

My 29 years with MOTOREX:“Before MOTOREX I worked on a lot ofconstruction sites as a carpenter. I gotaround a lot, but wanted to settle downmore so that I could spend evenings with my family. So I joined MOTOREX on International Labor Day (May 1, 1978) and put in a lot of hard work during the siteexpansion (1978 – 1980). Production con-tinued throughout the entire constructionperiod, and I stayed busy putting up tem-porary walls to keep dust out. I was generallyhappy to do whatever work was needed.”

On-call driver wanted“Once, when we were really short-handed, I happened to take a truck out for a delivery.Edy Bucher, our boss, found out about itand summoned me to his office. ‘He wouldappreciate it if he were informed whensomething like this happened’ was what hehad to say. When I told him I had a truck license, he asked me if I’d like to be a driver. I said yes, but added boldly that I was onlyinterested in being a driver if I could spendnights at home. He promised that I could, so I started driving my Volvo 86 in early1984.

Of course there was the occasional two-daytrip, to Canton Valais for example, but thatwasn’t really far away. Later I got my ownpermanent territory and really did get homeevery evening – except when I went outplaying cards….”

“At MOTOREX, then as now, a man was as good as his word. That still means a lot tome today, with just four months to go until I retire.”

With MOTOREX since May 1, 1978

Position then Maid of all work (according to Minder!)

Position today MAN 3.32 driver

Happy because Edy Bucher kept his word

90th birthday wish That I can retire in four months,and that MOTOREX will never retire

Christoph Ledermann: A big passion for sales

Werner Minder: King of the road

My 47 years with MOTOREX:“I took my first business trip on a bicyclewith our REX products in the fall of 1944.At that time there were still a lot of smallshops in the region, and shoe and floor careproducts were true basic necessities. The company was founded in 1917 and wasall of 27 years young at the time.”

Growth thanks to dedicated staff“We hired our first rep. in 1947. My father(Arnold Bucher) and uncle were fairly con-servative in hiring new staff. We only hiredsomeone if we had already earned enoughmoney to pay them. But I soon realized that

we could only grow by work-ing the market more aggres-sively with a strong sales force.So I had to go to a notary for ourfirst rep’s employment contract. When Icame back, I not only gave my father anduncle the completed employment contract,

but also fibbed that the notary too had expressed approval of the new hire: ‘Mr. Xthe notary also thinks hiring a rep. is a goodidea.’ From that point on, the path to a moreexpansive hiring policy was a lot smoother.”

Brand management and advertising

“As a small company, we couldn’t draw attention to ourselves through sheer size, so we had to come up with original advertising ideas.

Our continual efforts over many decadesmade MOTOREX a familiar brand both athome and abroad. Together with a strongpresence on the market, the BUCHER-MOTOREX Group today has the ideal size.I am pleased that MOTOREX is now on itsway to its 100th birthday.”

With MOTOREX since August 1944

Position then Commercial clerk

Position today Member of the Board of Directorsof BUCHER AG LANGENTHAL andPresident of the Board of DirectorsBUCHER-MOTOREX HOLDING AG

Happy because MOTOREX has always grown

90th birthday wish For MOTOREX to become a leadingsupplier worldwide

With MOTOREX for 21 months:“I remember the big MOTOREX Christ-mas party particularly well. You can feel thesense of belonging among the employees –I felt like part of a big family. Before my apprenticeship, I only knew the

MOTOREX brand from the green overallsand barrels.”

Apprenticeships a real opportunity“I think it’s great that MOTOREX gives twobusiness trainees an opportunity every yearto take their first career steps. I find there’s alot of variety to the training at MOTOREX,in part because BUCHER-MOTOREX is aproduction facility. It’s a lot of fun to developand apply my language skills here. Maybe MOTOREX will have a subsidiary in Australia someday – I’d take a job there in an instant!”

With MOTOREX since August 2005

Position then 1st-year business apprentice

Position today 2nd-year business apprentice

Happy because I can take on responsibility at MOTOREX

90th birthday wish Vision: to work for MOTOREXAustralia someday

Marion Burkhalter: An interesting career start

47years

21months

32 years

29years

Edy Bucher: An entrepreneur by nature

1961

10 11

I n s i d e I n s i d e

1981

2007

My 35 years with MOTOREX:“I remember that I was offered a job aswarehouseman/driver at BUCHER & Cie. AG on May 11, 1959. On joining thecompany, I started out in the barrel spray-ing room, where we made cleaned barrelslook decent again. After I’d done this for a while, I was assigned to drive a 3.5-tonneOpel Blitz.”

Practice makes a production manager“Thanks to my various skills, I got to work atmany different jobs – I particularly enjoyedworking in production. I knew every pipe in the network, which even then was alreadyseveral kilometers long. Business was goodand production was continually expanding.After the new building was finished in the early 70s, the family put me in charge of production.”

MOTOREX barrels bring back memories“Since my retirement I’ve done a little travel-ing with my caravan. Every time I see a greenMOTOREX barrel somewhere, my time at MOTOREX plays out before my eyes like a movie. There was a lot of hard work, but

it was a happy time. And the best part is that I still feel like I’m part of Switzerland’sbiggest oil company today!”

With MOTOREX since June 1959

Position then Barrel sprayer

Position today Production manager, retired

Happy because Everyone always accepted me the way I am

90th birthday wish For the Bucher family’s manage-ment style to continue

Hans-Rudolf Ruch: MOTOREX’s “chef ”Monique Regenass-Bucher: MOTOREX in the cradle

My 40 years with MOTOREX:“Forty years ago there were three of us inthe delivery and sales office. I saw everythingand learned fast, so the work I did was quitevaried. Everyone soon noticed how much Iloved accounting. At that time every invoiceand payment reminder was typed on a type-writer – and we weren’t allowed to makemistakes! With rapidly growing motoriza-tion, our production volumes rose sharply,and I soon had the job of compiling moreprecise statistics. The numbers were veryimportant for commodity purchasing andproduction.”

Performance is noticed“The nice thing about BUCHER-MOTOREX was, and still is, that the man-ageable size of the company means that eachindividual’s performance is noticed. Thismeans a great deal to me, because it’s the only way you can continually improve andalways stay motivated. The personal atmos-phere at MOTOREX is what has made mesure over all these years that I have foundthe right place to work. People who take onresponsibility at MOTOREX can work autonomously and get recognition.”

An invoice in the millions“Of course there was the occasional error inbookkeeping just like anywhere else. A bigone, and quite a funny one, was after we hadswitched over to a new bookkeeping and accounting system in 1989 and mistakenlysent a customer an invoice for several mil-lion francs. Due to a data entry error, we had invoiced the sales tax number that was still

in use at the time. After we made a long,apologetic phone call and sent a corrected invoice along with a chocolate drum, we think the customer eventually recovered from the shock.”

Dora Ankli: Autonomy in the world of numbers

With MOTOREX since October 1967

Position then Clerk in delivery office

Position today Accounts payable manager

Happy because My work and I have been valued for 40 years

90th birthday wish Always to be part of the MOTOREX family

35 years

40 years

With MOTOREX for 38 years:“Of course there’s a great deal I could say. One of my earliest memories ofMOTOREX from my childhood was spending Saturday afternoons with mygrandfather, company founder ArnoldBucher (1896), who let me help him with the precise weighing of the raw materials for REX floor and shoe care products. Later, as part of MOTOREX, I realized that you can only be a role model for thosearound you by credibly living out whatyou’re trying to convey. I’ve always held to this principle.”

Continual growth“I started my career in 1969 in the sales de-partment. With 42 employees, MOTOREXwas truly a ‘family’ company then. Throughthe careful and rational leadership of allthree generations of our family we have pur-sued the goal of long-term healthy growthup to the present day. No fewer than 220 valued individuals are currently earninga living at BUCHER-MOTOREX. I con-sider it extremely fortunate that, throughoutthe entire history of the company, we havenever had to let employees go for economic

reasons and have always sup-plied our customerspromptly.”

Progress is everywhere“Carbon paper copies,transfer printing with sten-cils, bookkeeping with a

mechanical bookkeeping system – hardlyanyone remembers these things nowadays.First there was telex, then fax machines, andtoday there’s a computer on every desk at the company. There has been enormous ongoing progress, and it’s reflected in ourproducts too. Who would have thought in1974, when the United States was seriouslycontemplating permanent oil rationing, thatmodern MOTOREX low-friction lubricantswould actively help to conserve resources?And progress continues – together withMOTOREX.”

38 yearsWith MOTOREX since March 1969

Position then Domestic Sales

Position today Chair of the Board of Directors,MOTOREX AG LANGENTHAL

Happy because MOTOREX is part of my family

90th birthday wish For MOTOREX to remain a flourishing, independent familyenterprise

My 38 years with MOTOREX:“I never really wanted to go into sales, but I enjoyed the feeling of success I got everytime I took an order so much that soon Inever wanted to do anything else. My recipefor success as a representative was my sport-ing attitude and self-discipline in selling. I set ‘mini-goals’ for myself every day. If Iwas successful during the first half of the day,then I was doing great. If not, I worked twiceas hard in the afternoon to make up for it.”

Legendary “Friedli orders”“Every MOTOREX area rep. knew whatthis bit of in-house jargon meant – having asmany items as possible on an order. I simplywent through our catalog line by line andsold so many items from our wide assort-ment, of course always according to the customer’s needs. Oil, paint, sprays, brushes,oil absorbing agents and much more. My argument was that delivery by truck

was free, so everythingwould arrive at the sametime.”

“A fair and honest rela-tionship with customersis the basis for a success-ful partnership that canlast many years.

After my retirement, these partnershipsevolved into genuine friendships with several customers.”

With MOTOREX since June 1959

Position then Office clerk

Position today Area representative, retired

Happy because I experienced success every day in sales

90th birthday wish For MOTOREX to remain so human

38 years

Franz-Peter-Friedli: The sport of taking orders

12 13

R e p o r t

Made from oil: MOTOREXAlthough lubrication technology is everywhere in modern life, it remains all but invisible from the outside. Numerous

work steps and a great deal of knowledge must be applied before a lubricant perfectly suited for a given application

can be developed and produced from the raw material of crude oil. Come with us for a tour of BUCHER-MOTOREX.

larly on the ratio of paraffin to naphthahydrocarbons, which determine the oil’snatural lubricating properties. Motor oilsare primarily made from paraffin basestocks.

By train to LangenthalWhen they have been formulated toMOTOREX specifications, the base oilsare transported to Langenthal by rail intank cars with a capacity of 20,000 –50,000 liters. There the raw materials areput through strict laboratory quality testsbefore being pumped through a filtrationsystem into storage tanks. BUCHER-MOTOREX currently has base fluid stor-age capacity of about seven million liters at Langenthal.

This article won’t go into the naturalprocesses by which crude oil is made andthe methods used to extract it from theground. Crude oil is delivered to our sup-pliers, the lubricant refineries, by pipelinesand enormous tankers.

Refined refiningNot all types of crude oil are equally suit-able for a given final product. Crude oil isfractionated in distillation towers, some ofthem up to 60 meters high. Through thechoice of raw material and type of process-ing, the final product’s most important basic properties such as viscosity (flow behavior), pour point (lowest temperatureat which the oil will flow) and flash point(ignition temperature) are already deter-mined here. Various characteristics dependon the origin of the crude oil, and particu-

This MOTOREX tank car, one of 15, holds

about 20,000 liters of base stock.

BUCHER-MOTOREX posses storage capacity

of over 7 million liters.

Special additives are delivered by heated

tanker truck.

another filtration system into an interme-diary tank, where it is kept until it reachesthe ideal filling temperature. Then the finished product goes to the small-quantityfilling plant, where empty containers havebeen set up.

The filling machine dispenses the exactprescribed quantity and screws a safety seal onto the container. Finally the fullyautomated equipment applies labels to the containers and loads them into cardboardboxes. The entire filling process is cleanand drip-free, and production staff work in a zero-emissions environment.

A well-oiled logistics machineThere’s no point in shipping raw materials,containers and finished products back andforth over the same route. At BUCHER-MOTOREX all materials flows are carefully planned. Logistics and produc-tion specialists guarantee high availability and regular, fast inventory turnover.

Large quantities of frequently used addi-tives are also delivered by rail. Certain additives are a special case because theyhave to be pre-heated before they can bepumped. These are delivered by road intanker trucks directly to the additives loading dock, where they undergo quality control checks before being pumped intopre-heated tanks.

The blending system,the heart of productionBecause of the rapid pace of developmentsin application technologies, BUCHER-MOTOREX also relies on high tech in itsproduction processes. Lubricants are high-ly sophisticated products made accordingto formulas that require ever more preciseblending and dosage equipment.

The laborious, highly sensitive process ofrefining base fluids and additives at differ-ent temperatures to produce motor oilsand other products takes place in a mixingcontainer. The current product generationis composed of a rapidly increasing num-ber of different raw materials, all of whichmust be fed to the mixer in the right orderand at precisely the right moment.

An automated control circuit prevents errors in the production process and guarantees maximum process consistency,the fundamental requirement for compre-hensive quality assurance.

Not a drop lostOnce homogenization is complete, prod-uct quality is again tested and a retainedsample drawn. MOTOREX thus has a reference sample of every product manu-factured at the facility that it can use forcomparison purposes.

Meanwhile, one of the three filling stationswill have been set up for either barrels orsmall containers, as needed. Still warm, the finished motor oil is pumped through

An intelligent control system ensures all processes always run smoothly.

1514

Not a drop lost thanks to fully automated

filling equipment.

The computerized process control system

makes optimum use of the 9 mixers.

R e p o r tR e p o r t

The new MOTOREX North warehousewas recently opened to support our boom-ing export business.

Every day hundreds of shipments leaveLangenthal by road and rail and in ship-ping containers for export. Certain prod-ucts are also shipped by tanker car, an effi-cient option that is popular with industrialcustomers.

Success comes through knowledgeBefore a MOTOREX product can be produced in the first place, the needs ofengine manufacturers and the associatedspecifications, for example, must be ana-lyzed. The process is often arduous anddevelopment-intensive. Developing newformulas requires a great deal of tribo-chemical expertise and employees with fully up-to-date knowledge. And time is of the essence if the right motor oil is to be on the market when a new generationof vehicles is launched. After numeroustests, first in the research and development department and later in real-world appli-cations such as racing, the products areready for market.

Speaking of bringing products to market,BUCHER-MOTOREX is most succesfulwith its strong products, the familiarMOTOREX brand and skillful marketing.The BUCHER-MOTOREX group is notSwitzerland’s leading lubricant producerand number one in many market segmentsfor nothing!

Knowledgeable customer serviceMOTOREX’s technical service team playsa key role. In addition to chemists and lab technicians, we employ a number ofengineers, technicians and designers in alldisciplines.

These individuals maintain contact withproducers and importers of all kinds of vehicles and machinery. They provide expert technical advice, prepare lubricationplans and take care of many other tech-nical matters. Just making the right choicefrom our complete line of motor andtransmission oils is a challenging task.

Environmentally friendly, rapidlybiodegradable products have been a prior-ity at BUCHER-MOTOREX for over a decade, and today MOTOREX offers a wide range of low-impact lubricants inits assortment of over 2,000 products.

Consistent top qualityBUCHER-MOTOREX regularly investsearnings in state-of-the-art infrastructureand ongoing employee education andtraining. The result is consistent top quali-ty for the customer, as certified accordingto quality standards ISO 9001/14001.

Over 220 motivated employees Without our 220 loyal employees,BUCHER-MOTOREX wouldn’t be what we are today.

And with a smoothly running administra-tion and organization, it is possible tomanage the many and complex tasks ofthis Swiss family enterprise. Every depart-ment of the company is staffed by highlymotivated, well-trained individuals whoare proud to contribute their share toMOTOREX as a whole.

Abroad we are happy to have so manycapable importers as members of the biginternational MOTOREX family.

We are proud of the work that helpskeep your everyday world runningsmoothly!

MOTOREX lubricants put liquid technology in your engine.

Quality is continually monitored during the

production process.

Novel lubricants require much research and development work.

BUCHER-MOTOREX supplies over 60 coun-

tries around the world every day!

I n d u s t r y

1016 17

I n d u s t r y

The risk of confusion is eliminated and

fluids can be refilled by staff members

with no special training.

A sophisticated color-coding and barcode

system is used to label and efficiently

administer all fluids and machines.

MOTOREX-PMO is an outstanding toolfor pinpoint capture and analysis of machining fluid data. Authorized users login through an online Internet portal. Data on cooling lubricants and other products can be typed directly into a dataentry screen and subsequently analyzed,presented in an easily understandable visu-al display, forwarded and stored.MOTOREX-PMO has a modular struc-ture covering various topics related tomachining fluids, logistics, maintenanceand machine management.

The PMO user toolsThe PMO portal is mature and easy to use.After logging in, the user initially sees awelcome screen with a status display. Anintegrated notice and alert system makes iteasy to see important messages straightaway. A file storage directory can be set upfor each user to record machines and con-sumables and store data sheets or orderforms.

Calendar planning: a popular featureThe PMO calendar planning function is avery popular feature. Each user can createyearly, monthly, weekly and daily to-dolists and view them at different levels. Taskdata such as responsibility, past-due status,

planning tasks, review tasks, measurementprofile and much more can be displayedsymbolically. An employee calendar withrole-based access permissions is also in-cluded, and task forms can be printed outfor off-line data capture.

Analysis: the heart of the systemThe analysis functions are at the heart of the MOTOREX-PMO system. The following features are included:

– Online data analysis with customiz-able analysis profiles

– Display of lab reports– Differential analysis of lab

and shop measurements– Automatic alerts if thresholds

are exceeded– Machine report generation

in PDF format– Cost and consumption analysis– Export to Excel– Grid for long-term analysis/

evaluation

Once entered into MOTOREX-PMO, data can be displayed in an attractive visualform through online analysis tools and ver-satile charting functions. The values can also be exported to print-quality graphicalformats such as JPG.

The letters PMO stand for PROCESS

MANAGEMENT ONLINE, our system

for optimum management of mach-

ining fluids and machine tools.

MOTOREX-PMO helps reduce costs

and increase efficiency.

MOTOREX-PMO – a recipe for success

A central machining fluid warehouse with

modern equipment is helpful, but not an

absolute requirement for MOTOREX-PMO.

Structured PMO implementationMOTOREX PROCESS MANAGE-MENT ONLINE is installed in a step-by-step process that can be roughly broken down as follows:

– Customer situation analysis– Prepare lubrication plans– Set up lubricant logistics– Prepare machine documentation– Set up data capture hardware

and software– Build databases– Streamline the range of fluids– Employee training– Determine potential savings– Facility design (filters, cleaning

equipment, piping, etc.)– Performance monitoring

Benefits of MOTOREX-PMOObjectively, full implementation of PMOmakes it easier to concentrate on the corebusiness, i.e. the machining and produc-tion of workpieces. Simplified processesmake it possible for machining pros tofocus fully on their core mission while anoptimized overall logistical system boostsmachine utilization and value generation.

At the same time, quality performance becomes more stable as process consis-

tency is enhanced by simplified proceduresand the elimination of the risk of confu-sion. Eliminating sources of error and a more rational workflow lead to signifi-cantly reduced costs per unit.

Detailed informationWith the innovative MOTOREXPROCESS MANAGEMENT ONLINEsystem, the solution for forward-lookingmanufacturing operations is at hand.Daniel Schmid (daniel.schmid@motorex.com) will be glad to provide information on terms and further details.

We will be glad to forward inquiries from Germany, Europe and overseas to the right addresses.

State-of-the-art data entry aids –

PMO info is available from any computer

with an Internet connection.

18 19

E vo l u t i o nE vo l u t i o n

“Fire, air, water and earth: these are the four elements that make up the

universe”. So said the alchemists of 400 BC. They tried to find the magic formula

that would enable them to make “Aurum potabile” – liquid gold or the elixir

or life – from these elements.

High-tech lubricants for the future

Although crude oil can be pumped out of the ground in vast quantities, we knowthat our reserves are not inexhaustible.How long these reserves last depends onhow we use them.

Lubricants of the futureAs a lubricant manufacturer, we are unableto influence whether our precious globalreserves of hydrogen and carbon moleculesare used sparingly or simply wasted. The challenge facing us at MOTOREX isthat of continuously advancing our high-tech lubricants so that they meet ecologicaland economic needs, for example throughextended change intervals (fill-for-life),lower friction, reduced fuel consumptionor fewer emissions.

Reusing raw materialsThere are more sensible solutions thansimply disposing of lubricants after an oilchange. If the developer has had the fore-sight not to use either dangerous or non-compatible ingredients, recycling and reuse(for example in the plastics industry) canbring the product cycle full circle.

Fill-for-life lubricationLight-duty small engines with no drainplug, such as lawn mowers, strimmers or

scooters should always use a fully syntheticlubricant. Automatic transmissions andtorque converters are lead-sealed. The tankcontains bioethanol or ASPEN. Chainsawchains can be perfectly lubricated with anatural, sustainable, oilseed rape-basedchainsaw oil.

Oil change intervals of two years or 30,000 km for cars and 100,000 km fortrucks are state-of-the-art these days. Low NOACK volatility base oils preventthe lubricant from evaporating through theexhaust. Biofuels are making their mark asan alternative to conventional diesel andgasoline. However, these green fuels alsospell an end to any further extension of oilchange intervals. Their more pronouncedsooting behavior makes the use of syntheticor fully synthetic motor oil essential. In conjunction with an AdBlue catalyticconverter and particle filter, the novelLowSAPS technology ensures compliancewith the strict requirements of the Euro 4and Euro 5 standards.

Choosing the right viscosity helps to savevaluable hydrogen and carbon energy. Provided drivers are careful with the gaspedal, measurable fuel savings of three to five percent can be achieved with an SAE 5W/30 or SAE 10W/30 low-friction,long-life motor oil.

Suitable for industrial use tooMetal cannot be cut on a machine toolwithout a cutting oil or cooling lubricant.Cutting oils are optimized for top perform-ance and our customers’ machining fluidsare constantly monitored with our Inter-net-based Process Management Online

(PMO) system. This consequently helpsto increase service lives many times

over.

Development continues and the objective is clear: we need

to manage our fossil fuel resources more carefully.

Optimize and save money

with a sustainable industrial fluid

management system.

Diesel particle filters only work

to full effect with the right LowSAPS-

motor oil.

Main applications

• Heating oil

• Gasoline

• Diesel

• Diesel or gas electricity generators

• A/C units

Etc.

Reservoir replenishment processes

• Petroleum refining (fossil resources)

• Sustainable raw materials (e.g. unconverted oilseed rape or sunflowers)

• GTL Gas-to-Liquid (conversion of natural gas into fuels and lubricant base fluids using the Fischer-Tropsch process)

• BTL Bio-to Liquid (ethanol biofuel derived by distillation from wood, wheat, corn and sugar)

• RME (esterification of oilseed rape into RME biodiesel)

• FAME (esterification of waste cooking oil into biodiesel)

• CTL Coal-to-Liquid (conversion of coal into liquid fuels)

• Methane hydrate (frozen methane gas beneath sediments on the ocean floor)

Products used in lubrication technology

• Paraffin base oils

• Naphtha base oils

• Synthetic MC base fluids(synthetic performance)

• Fully synthetic base fluids

• Polyalphaolefines (PAOs)

• Ester

• Polyglycols

• Silicon oils

• Oilseed rape or sunflower oil

Sustainable biogenic substances can make a substantial contribution. MOTOREX isworking hard on forward-looking productsand, through its willingness to make sustainable changes, has recognized themoment for action.

World reservoirs of hydrogen and carbon molecules

Made of carbon and hydrogenCarbon (C) and hydrogen (H) can be combined like Lego bricks with otheratoms to make up a huge range of chemicalcompounds, including plastics, clothes,medicines, fuels, tires, paint – and lubri-cants.

All our activities tap into our reservoirs of fossil or biogenic hydrogen and carbon:

Modern industrial gear unit

with fill-for-life lubricant helps

to conserve resources.

Although our laboratory has never discov-ered the secret of the elixir of life, it hasdevised many other formulations. Todayour chemists do not have four, but onlytwo elements – carbon (C) and hydrogen(H). These two chemical elements make upthe majority of our reserves of natural energy sources such as petroleum and gas,which were made over 70 million years ago from aquatic plants and animals. Sustainable raw materials such as micro-organisms and plants are the results of air,water, earth and sun and constitute valu-able biomass.

A novel storage medium

means hydrogen can be stored safely

and compactly.

PAO molecule of a fully synthetic lubricant

Phot

o:G

üdel

Cool shirts for hot days!RETRO-style MOTOREX T-ShirtSnug-fitting, retro-style T-shirt made of 100% cotton with original 1950s MOTOREX Logo. Edges and seams in contrasting color. Available in sizes S – XXL.

T-Shirt yellow: Article no. 7.20B + size / T-Shirt black: Article no. 7.20A + size

For your order, please use the card in the center of this magazine. Please ask your MOTOREX importer about the availability, price and delivery time of the above articles. Thank you.