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The Independent Automotive Aftermarket Federation

Motul’s Ace new partnership

Date: Monday 05 September 2022

Motul and the Ace Cafe are delighted to announce an agreement that sees the global oil company becoming a partner of the famous motor enthusiasts rest halt.

The Ace Cafe has long been a favourite of London Bikers, Performance Car and Historic Vehicle lovers and, in recent years, its following has spread far beyond the Capital. The North London landmark, located just off the famous A406 North Circular Road near the Park Royal and Wembley turn-offs now sports visible allegience to Motul, with branding visible from most angles of approach.

“We are delighted to have joined forces with the Ace, ” enthuses Motul UK Head of Business, Callum Goodland. “It is such an emotive name and, like us they share both a deep passion for Cars and Bikes, and a deep common interest in automotive history. We are really looking forward to engaging with Ace customers over the coming years and showing them what Motul can do!”

The Ace is one of the busiest places for automotive enthusiasts, with different types of vehicle in the spotlight every evening and often during the day as well. The new partnership means that Motul will have a visible presence at many of the Ace Cafe’s different day and night events - and Motul staff will often be on hand to give advice and help with Lubricant issues.

Motul and the Ace also plan to look for opportunities of other joint projects and possible events together, moving forward.

The first of these - which will also mark the public launch of the Ace-Motul partnership - will be the Ace Cafe Reunion over the weekend of 3-4th September. Motul will have a stand on Saturday at the Cafe in London, before moving down to Brighton for the remainder of the Reunion, an event which is expected to attract crowds of up to 100,000 people.

“The new partnership marks the coming together of two great names in the Motoring World,” remarked Ace Cafe London’s Mark Wilsmore. “Like the Ace, Motul has a long and fascinating history. Motul is an innovative brand, as its track record in bringing new advanced product to both the car and bike markets shows in no uncertain terms. Likewise, at the Ace, we are always looking to new and exciting opportunities and, with Motul I believe there will be many of these.”

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