Becoming the generic name for a product is a sign of a brand’s success. Hoover is the most famous example, of course, replacing the term “vacuum cleaner” in the second half of the 1900s. Scottoiler has arguably taken that a stage further: not only is it the generic term for an automatic chain oiler, it utterly dominates the sector, with very few alternatives.
The Glasgow-based firm is celebrating 40 years of supplying its automatic chain lubricators to bikers. Its founder, Fraser Scott, was tired of replacing chains on his bikes, so he came up with the idea of a vacuum-operated automatic oiling system in the late 1970s. The first kits were launched in 1984, and the firm has not looked back since. Fraser Scott died in 2022, but his legacy – and the name – lives on with thousands of high-mileage bikes worldwide.
We spoke to Fionn Crossan, Scottoiler’s marketing executive, about how the firm is faring as it enters middle age. “We’ve sold over half a million Scottoiler kits worldwide, which has saved more than 1.265 million chain and sprocket replacements. Scottoilers have travelled 13.75 billion miles, and our customers have saved £253m over the 40 years.”
It’s a great export story as well, of course. How many countries does the firm sell in now? “We’re able to sell anywhere in the world, and we have distributors all over Europe, Asia, Australia/New Zealand, and Canada. We just signed up recently in the States with a brand new distributor, Van Leeuwen.”
How is the market changing for Scottoiler? Crossan points to an increased focus on environmental concerns. “It’s definitely a transitional period for the bike market over the last few years, with a greater focus on environmental efficiency across the board. We’re excited to see larger community events such as the Adventure Bike Rider Festival doing so well as these are doing a lot to welcome in a new generation of bikers.
An impressive success story then – but what does the next 40 years hold for the Milngavie, Scotland, firm? “Over the next 12 months, we have some exciting new product launches to announce, but that’s all under wraps for now. However, our goal as a business is to keep making reliable products that work for any kind of motorcyclist. We’re very happy to have been around this long and look forward to many more years! We’ll be attending the Adventure Bike Rider Festival and Motorcycle Live this year, and we’re always keen to meet those working within the same industry. If you’re reading this and want to work with Scottoiler, contact: [email protected]”
Special edition oiler kit
Scottoiler has released a special edition of its vSystem oiler kit to celebrate its 40th anniversary. Limited to 500 units, it is in the colours of the original Scottoiler and comes with a numbered certificate.