Rafael Muñoz: "Repsol's professional customer is involved with the brand and feels part of the family"

In the world of lubricants distribution, trust and long-term relationships are the key to success. Rafael Muñoz, commercial director of Carmona Comercial de la Moto (Madrid), knows it well. He's been working side by side with Repsol Lubricants for 14 years, a partnership that began as a commercial adventure and has become a success story. 

In his early days, introducing the Repsol brand into the motorcycle market was a challenge. However, the commitment to quality, innovation and, above all, the human approach of the company convinced this family business to embark on this project.

Throughout these years, Carmona Comercial de la Moto has witnessed the evolution of the lubricants market, learning to understand the specific needs of motorcycle enthusiasts. In this interview, Muñoz shares his experience, highlighting the importance of closeness with the customer, the creation of a "Repsol family", and the added value that the brand provides his business.

How were your beginnings in lubricants distribution? 

The start was in a friendship. We, the partners and managers of the company, knew each other before, when I had another type of business. Life gave me the chance to be in a family business like Carmona, and I've been here for 23 years. Every day is better, with more hunger and more strength. 

After that, my first contact with Repsol was with José María García [retail manager], who was and is in charge of this project. In a meeting he convinced us... And what a day!

What was it that convinced you?

What we liked most was that a multinational company like Repsol turned to a family business like ours and, above all, the human project and commercial adventure. It was a big risk to start this up and the truth is that every day we are happier to have done it.

What would you highlight about this relationship?

Above all, Repsol's trust towards Carmona, which is reciprocal. I think it was love at first sight. The commercial project was incredible. In those times we were living with another kind of competition, we were living with another kind of product, so putting a product that wasn't recognized in the motorcycling world for us was a risk and a beautiful adventure.

Do you think it's now recognized?

We have managed to convert many atheists, as we call them, to Repsol and every day there are fewer of them left. In the center area, in Madrid, which is our fundamental part of work and distribution, people in the motorcycling world now ask you for Repsol.

And why do you think they do it? What differentiates Repsol?

Well I think it's the result of years working to involve the customer with tons of events and initiatives, which have made them participate in changes, ideas, projects... This made the garage customer, the professional customer, get involved with the brand and feel it as their own. "It's not the typical lubricant brand that they're going to work for because they have to actually put in the work." They feel part of the Repsol family.

Do you remember any anecdotes from these first few days?

In the first meeting, José María García tried to explain the project to us and, how it was so beautiful, it was a very juicy sweet both on a commercial level and adventure and project level... I couldn't believe it. It is something that we always remembered, that we said "this can't be true", and lo and behold, in the end we achieved it. 

I remember that the first day we took on Repsol and went out to the street, we were all happy and excited. Then, we had been looking for a customer for years, but they never bought anything from us. That day we went with the idea of leaving the catalog and the price, but knowing that they weren't even going to pay attention to us. However, that day we arrived, we left them the catalog, and they didn't let us leave. That was the moment that I realized that we were representing a brand that was respected and the people wanted.

How do you see the evolution of the lubricants market? 

It has changed quite a lot. Before, the truth is that there was less culture of using a brand's lubricant. Anything went. The first one that came in at the first price was bought. I think that work has been done, both at the garage level and at the level of suppliers and distributors, to make it understood that every bike has its product. 

With regards to the future, brands are committing to sustainability and I think that we will all end up there, with more recycled oils or lubricants. We are also going to see how the electric world may affect us in the future. I see it a little complicated, but I'm convinced a company with the technology and knowledge of Repsol will move forward.  

What advice would you give to the new distributor that has just joined Repsol Lubricants' network?

That they trust the Repsol team, that they don't have any doubts. If they offer them the possibility, that they study the project well and sign up, because it's a winning horse. Repsol will put the trust and affection.

What message would you like to transmit to the customers who use our products? 

I think they are the ones who are giving us that message of trust. We've been here 14 years and the only thing we can ask for is that they keep trusting. I know that while the Repsol Lubricants team is still behind us, we are going to have ideas, we are going to have promotions, we are going to have events, we are going to look after the customer, we are going to support them, give ideas, and solve problems.