Gulf has announced the launch of Endurance, its new premium grade fuel brand, which is now available to all dealers nationwide. The company claims the new product offers Gulf retailers an additional revenue stream while reflecting Gulf’s long-term association with motorsport and, in particular, classic world endurance events such as the 24 hours of Le Mans.


Unsurprisingly, the first site in the UK to be supplied with Gulf Endurance is Silverstone Fuel Station, situated within the paddock at the UK’s premier race circuit.


“It is the ideal location and timing for Gulf to launch its new Endurance range,” explains Keith Jewers, director, Gulf Retail. “Shell and BP have successfully met consumer demand with the introduction of higher octane fuel brands and now Gulf is the first independent to do so.”


The Silverstone Fuel Station will also stock Gulf’s range of specialist racing lubricants and high octane racing fuel, Gulf Endurance 102, which has been specially formulated for track use. As part of the long term tie-up between Silverstone Circuits – the home of British Motor Racing – and Gulf, both parties will explore joint promotional opportunities to drive new business to Gulf forecourts.


Ed Brookes, finance director, Silverstone Circuits, said: “Gulf and Silverstone are two strong brands already inherently linked by racing traditions. Now we are working together in what promises to be an interesting and mutually beneficial partnership.”