Vivo Energy Uganda has launched Shell Advance AX7 10W-40, a synthetic-blend motorcycle engine oil campaign dubbed “Linya Levo” a nationwide initiative targeting boda-boda riders, motorcycle entrepreneurs, mechanics, garage owners and other players in Uganda’s growing motorcycle economy.
Vivo Energy Uganda said the campaign is designed around the realities faced by motorcycle operators, whose daily incomes are heavily influenced by fuel prices, mechanical breakdowns and the frequency of routine servicing.
Joanita Mukasa, Managing Director of Vivo Energy Uganda, said the launch was not simply about introducing another lubricant to the market but about strengthening the company’s relationship with a motorcycle community that plays an important role in Uganda’s economy.
“To the boda-boda riders and motorcycle entrepreneurs among us: you are more than just riders on the road. You are entrepreneurs building businesses, providing for families, delivering goods, connecting customers to opportunities, and contributing significantly to Uganda’s economic vibrancy,” Mukasa said.
She said Vivo Energy recognises motorcycles as important business assets and livelihoods for thousands of Ugandans, adding that the company has continued to adapt its products and service stations to meet the needs of riders.
According to Mukasa, Vivo Energy has invested in improving its service stations by introducing boda-boda spots, specialised products and dedicated maintenance areas to make it easier for riders to access services tailored to their operations.
The company has also previously engaged the motorcycle community through different Shell Advance products and promotions, with Mukasa describing the transition from AX3 and AX5 to AX7 as part of a broader journey of improving product quality and customer value.
“We are proud to add Shell Advance AX7 to our range of trusted motorcycle lubricants. This product combines Shell’s renowned quality and expertise with features designed specifically for motorcycle owners and riders,” she said.
For many boda-boda riders, a motorcycle is both a means of transport and an income-generating asset. A mechanical fault can therefore mean not only an unexpected repair bill but also the loss of income for the period the motorcycle remains off the road.
Vivo Energy Uganda officials said Shell Advance AX7 10W-40 has been formulated to address some of these challenges by providing longer oil-change intervals and improved engine protection.
Vivo Energy AX7 can improve fuel economy by up to three kilometres per litre compared with ordinary mineral engine oils and that the product provides 36% greater protection against engine wear, keeps engine pistons 33% cleaner, and delivers 29% better thermal protection at high operating temperatures.
Beyond the lubricant itself, Vivo Energy Uganda is using the launch campaign to encourage riders to become more proactive about motorcycle maintenance.
Francis Kayoki, Lubricants Sales Manager at Vivo Energy Uganda, said the campaign combines product education with an immediate rewards programme for consumers.
“We want to reward our riders immediately while helping them protect their investments for the long term,” Kayoki said.
Under the promotion, riders who purchase a one-litre pack of Shell Advance AX7 10W-40 from a Shell service station or authorised spare-parts dealer can participate by peeling back the product seal, dialing *295*3# and entering the unique code found on the product.
Participants stand a chance to win airtime, high-visibility jackets, keyrings and other merchandise designed to be relevant to motorcycle operators.
Vivo Energy said the campaign will run across the country, with engagements planned with riders, mechanics, garage owners and motoring enthusiasts.
The company intends to use these engagements to promote greater awareness about the role of quality lubricants in motorcycle maintenance, particularly the importance of selecting products appropriate for the engine and following recommended servicing schedules.
Angella Ssemukutu, President of the Uganda Bikers Association, welcomed the launch, saying the priorities of motorcycle riders largely revolve around fuel efficiency, engine durability, performance and controlling operating costs.
She said the transition from AX5 to AX7 represents an upgrade for riders looking for improved motorcycle performance.
“There are four key benefits of this product: increased efficiency, reduced wear and tear, better mileage, and cost savings,” Ssemukutu said.
She added that these benefits are particularly relevant to riders who spend long hours on the road and need their motorcycles to remain reliable.
“As a superbike rider myself, I need a product that enhances mileage, minimizes engine wear, and ensures smooth gear changes. AX7 delivers all of this—making gear shifting effortless and maintaining high performance even at high temperatures,” she said.
Ssemukutu urged riders to embrace the new product and move from AX5 to AX7, describing it as an upgrade designed to respond to the changing demands of motorcycle users.
Her comments underline the wider market Vivo Energy is targeting beyond commercial boda-boda operators, including private motorcycle owners, enthusiasts and riders of higher-performance machines.
Mukasa said mechanics, garage owners and distributors are particularly important because riders often rely on them when making decisions about servicing and lubricant selection.
“They are trusted advisors, and we cherish the relationships we’ve built with them. Our goal is to strengthen these partnerships, because supporting the motorcycle community is a collective effort involving riders, mechanics, stations, and the Shell brand,” she said.
Vivo Energy said the campaign also reflects its broader commitment to developing energy and mobility solutions that respond to the changing needs of Uganda’s transport sector.
The launch illustrates how competition in Uganda’s lubricant market is increasingly shifting beyond basic engine protection towards products marketed around efficiency, durability and total operating costs.
Mukasa said by positioning AX7 around these factors, Vivo Energy Uganda is seeking to make lubricant quality part of the conversation about profitability within the motorcycle transport business.
“Most importantly, we want you to know that we appreciate your work and your contribution to Uganda’s economy,” she said.
The Shell Advance AX7 ‘Linya Levo’ campaign is expected to continue over the coming months as Vivo Energy Uganda takes the product message to motorcycle riders and other stakeholders across the country.
