'AdBlue Leader' Lotte's 'Yurox' Tops Korean Industrial Brand Power Rankings

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Yurox 10ℓ and advertising model Park Giyang (left), Yurox Premium 3.5ℓ and advertising model Ahn Jihyun. (Photo by Lotte Fine Chemical)

[Asia Economy Reporter Moon Chaeseok] Lotte Fine Chemical announced on the 31st that its diesel exhaust fluid EUROX ranked first in the diesel exhaust fluid category in the '2022 Korea Brand Power Index (K-BPI)' survey conducted by the Korea Management Association Consulting (KMAC). EUROX has held the top position in the diesel exhaust fluid category for four consecutive years since the category was first surveyed in 2019.

K-BPI is a representative domestic brand evaluation survey that measures consumer brand influence. KMAC selects the top brand in each category through one-on-one interviews with 11,850 men and women aged between 15 and 60, covering major domestic industry brands.

EUROX holds the permanent trademark rights for 'AdBlue,' the international quality standard for diesel exhaust fluid established by the German Association of the Automotive Industry. It has been the number one seller domestically for 14 consecutive years. EUROX is recognized for its quality and value by continuously supplying genuine parts to the largest number of automobile manufacturers, including global automakers such as Mercedes-Benz, BMW, Volvo, Jeep, Peugeot, DS, Scania, MAN, as well as domestic brands like Hyundai-Kia and Tata Daewoo.

A Lotte Fine Chemical official stated, "We believe that our differentiated manufacturing system, which far exceeds certification standards, and rigorous quality control through multiple daily precise analyses have led to these excellent results. In a market where the distribution of substandard diesel exhaust fluid is increasing, we will continue to maintain customer trust built over a long period through even more thorough quality management."

Diesel exhaust fluid is a catalyst used in the selective catalytic reduction (SCR) system of diesel vehicles. It functions to improve air quality by removing nitrogen oxides (NOx), one of the fine dust-causing substances in exhaust gases.

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