PERSPECTIVES | Michael Kirtman: Building Valvoline, the Original Motor Oil, takes more than lubricant innovation – it takes people
Valvoline Global's Chief Brand Officer Michael Kirtman explores the balance between heritage and innovation, why Formula One offers the perfect storytelling platform to elevate the people who keep the automotive and motorsport industries moving, and reveals what young mechanics experienced as the Aspiring Mechanics Programme launched in Spain ahead of the Spanish Grand Prix in Madrid.
Formula One is a high-technology crucible in which businesses are examined under fierce scrutiny and the science that underpins it is fast evolving. Oils, greases and lubricants don't get the exposure of aerodynamics or horsepower, but the pressure on product performance is no less intense: a lighter oil; a grease that withstands higher temperatures, these can play an integral role in a team's success. Valvoline delivers that innovation for Aston Martin Aramco – but, for Michael Kirtman, Valvoline Global's Chief Brand Officer, telling the product story goes beyond technical performance.
Valvoline, The Original Motor Oil, is credited as America's first branded motor oil and today, a worldwide leader in automotive and industrial solutions. With a legacy spanning 160 years, the brand claims many firsts, including creating the first racing oil, VR1. The company continues to evolve, with the business expanding to meet the needs of everything from electric vehicles to massive data centres – but at its core there remains something reassuringly old-school: a mechanic in a workshop recommending the Valvoline brand to a customer.
Michael is very aware of this, which makes his approach to brand building a great fit for growing this legacy brand. Valvoline already has the real-world credibility – now it's focused on finding fresh, engaging ways to share that story with people around the world.
For a brand rooted in legacy, innovation, and performance – there's no better proving ground than F1.
Brand building is an investment
"I've spent more than 20 years building brands across different industries, working with names like Budweiser, Oral-B, and Olay; but I started my career in sales. Starting out in sales taught me skills that are fundamental to brand building. For example, pitching an idea – whether that's convincing your audience of your vision or getting partners on board. That experience laid the groundwork for what I do today.
"I want to make a difference for a brand, and for a company that values brand building. Valvoline is exactly that kind of place. We are testing new ideas and pushing to take our brand to new places. That's why partnering with Aston Martin Aramco is a natural fit. For a brand rooted in legacy, innovation, and performance – there's no better proving ground than F1 where these are all key to success."
Telling authentic origin stories
"Valvoline is a 160-year-old brand with many firsts: first motor oil (“The Original”), first racing motor oil, first heavy-duty engine oil. We've been in this industry through all its ups and downs and have proven our ability to innovate. This gives us a solid foundation to continue to evolve from, and my job is to accelerate that evolution. While our legacy gives us credibility, it's also a strong platform for storytelling; our challenge is to do so in a globally relevant, authentic way.
"In the hearts and minds of consumers, we've never wavered from our story. I don't want to invent a different story; I want to tell the one we have in a way that is more relevant today and has a bigger cultural impact. This is what will allow us to be around for another 160 years."
Developing real relationships
"Our partnership with Aston Martin Aramco is unique in that we're also technical partners – our products are inside the car, specially formulated for the Honda power unit, the gearbox, the brakes, suspension, etc. That level of partnership gives us a lot of authentic ways to tell stories about cutting-edge technology and superior product performance proven out in the most demanding motorsport in the world, all helping to build our brand.
"For me, the coolest part is that this is unforced. It's a real relationship that amplifies the connected, authentic stories we're telling about our brand. The more I spend time with the Aston Martin Aramco team, the more I see how consistently our stories make sense together. Our partnership is unique and strong because of a clear, shared narrative – one that elevates both brands and connects meaningfully with our consumers."
Mechanics are central to what we do
"In many instances, the way consumers interact with Valvoline is via a mechanic, and the recommendations of a mechanic. When they recommend our products, they are putting their name and business behind us. That relationship cannot be transactional; mechanics need to know we understand their craft and are investing in their success. We do that by making sure they're part of our brand story. I want a mechanic to look at a shelf of products and choose Valvoline, not only because it's a superior product, but also because they know we genuinely support them.
"This is why we started the Aspiring Mechanics Programme with a goal of providing a solution to the global shortage of skilled workers. Valvoline Global has committed $1 million USD from 2025–2030 to support at least 10,000 aspiring mechanics through product and tool donations, scholarship and local engagement programmes.
"We see the power of our partnership with Aston Martin Aramco come to life through this programme through the experiences we come together to offer students that would otherwise be impossible – things like visiting the AMR Technology Campus, hearing from mechanics who work on the race cars, and overall seeing that great brands like Valvoline and Aston Martin Aramco are investing in them.
"At the Miami Grand Prix earlier this year, we brought a group of local mechanics to the track to see the team's garage. That experience was revelatory – but so was meeting Sporting Director Andy Stevenson. Andy was introduced as a former mechanic, but he insisted he's a mechanic forever. There was power in that statement: you could see the aspiring mechanics taking note of that attitude."
Aspiring Mechanics in Madrid
"We most recently expanded our Aspiring Mechanics Programme in Europe through partnership with Cesur Madrid Intea Jarama (CIJ), a local vocational school in Spain, announced during the week of the Spanish Grand Prix.
"As part of the kick-off to the relationship with the school, students participated in a mechanics workshop co-hosted by Valvoline and Aston Martin Aramco. They learned from Miguel Faisca, Head of Esports at Aston Martin Aramco, who shared about firsthand experience working in motorsport. A select group of students also received exclusive trackside access to Aston Martin Aramco's garage, providing a firsthand look at how mechanics use their skills in a real-world environment.
"To ensure these students could continue hands-on learning throughout the year, we teamed up with FA Alonso Kart to donate a go-kart, providing a training asset to enrich student learning."
Spotlighting F1's human connection
"The work done in the garage by mechanics is the human connection we need. There are powerful origin stories in Aston Martin Aramco’s mechanics: why are they here? Did they fall in love with motor racing? Is this something passed down from parents? These are the stories that resonate and that give purpose to a brand. That purpose isn't defined by a logo, it's defined by the people – and in the case of a racing team or local advocacy programme, by the passion of those people."
Meet The Original
Valvoline has been innovating to solve problems for more than 150 years. A worldwide leader in automotive and industrial solutions, Valvoline creates future-ready products and best-in-class services for partners around the globe.
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