YHI hosts its inaugural ELF Dealers' Night in Singapore

Though birthed only in 2020, the partnership between automotive product-distributor YHI, and French lubricants-maker ELF, has been steadily growing from strength to strength. 

The efforts between the two parties culminated in a new milestone last Sunday (3 March 2024): The inaugural YHI ELF Dealers' night, which saw 150 guests coming together for an evening of celebration at The Westin Singapore.

Around 150 guests were in attendance at the inaugural YHI ELF Dealers' night, with YHI's partner workshops being honoured through the evening 

For those less in the know, ELF is part of the larger TotalEnergies group, which also takes charge of the Blue Charge electric vehicle (EV) charging network in Singapore. Meanwhile, YHI is best known for being the local authorised distributor of Yokohoma tyres. 

The two parties first started working together back in 2020, when YHI was appointed as the authorised distributor of ELF lubricants in Myanmar. A similar partnership was then brought directly to Singapore's shores in April 2023.

The evening saw a number of workshops - both in the passenger car and motorcycle arena - being recognised for their support of ELF's products in Singapore. Beyond that, however, it was also taken as a time for YHI and ELF to reiterate their commitment to strengthening the partnership, as well as their support for dealers even further.

ELF, which was first established in the 1960s, is currently in the midst of a mid- to long-term plan to renew its standing internationally via what it is calling the 'ELF Revitalisation Plan'. The plan is four-pronged, comprising a widening of the product range, a new premium positioning of the brand, an expansion of ELF's physical presence in markets, and fresh promotional efforts.

ELF's Revitalisation Plan includes four prongs: Product, Premiumisation, Place, Promotion

On the latter, you should even notice the brand's name on the Alpine Racing Team in the World Endurance Championship (WEC). Additionally, ELF has inked official partnerships for its lubricants with key motorcycle-makers, including Royal Enfield and CFMoto. 

TotalEnergies also took the opportunity during the evening to highlight key lubricants in the ELF lineup, such as the fully-synthetic Evolution Full-Tech MSX and Evolution 900 FTA oils for passenger cars. Workshops that service local classic car owners will not be left hanging too with the HTX range, while the Moto 4 Race and Moto 4 Tech synthetic oils round the range out for two-wheelers. 

Meanwhile, YHI reiterated its faith in the partnership's strength, noting that its tie-up with ELF provides healthy synergies with its tyre business, and reinforces its promise to be a one-stop automotive shop for customers.

Of course - it wasn't all business at the Dealers' Night, with a live performance from a local band, a string of lucky draws, and finally, a grand toast to the partnership capping off the evening.