The team at PETRONAS created an immersive experience for customers during the Australian Grand Prix

The return of the Australian Formula One Grand Prix this year was thrilling, but for a number of very fortunate PETRONAS Lubricants’ major distributors, their customers, and selected VIP guests, it became far more exciting on the evening of Saturday April 9 at Melbourne’s Crown Promenade Hotel.
The global company, Fluid Technology Solutions and exclusive lubricant supplier of eight-time Formula One World Championship team, Mercedes AMG PETRONAS F1, invited a small group of guests – 44 to be exact, the same as the race number the team races under – to share a totally captivating dinner experience with the greatest Grand Prix driver of all time and seven-time world champion, Sir Lewis Hamilton.
The guests were treated to an exciting question and answer session with Lewis, who was in good spirits after a busy day of practice and qualifying at the Albert Park circuit.
Taking a break from his detailed Grand Prix eve team strategy and engineering discussions, Lewis enthusiastically answered several questions selected by PETRONAS’ customers, VIP guests and senior management, with the event MC’d by motorsport and automotive aftermarket industry PR specialist, Paul Marinelli. Lewis spoke on a range of topics, including on the Formula 1 team’s relationship with PETRONAS.
“PETRONAS do their job very, very well. (Previously) I worked with another team who had another supplier, and it was a big step I felt coming here,” Lewis said.
“I remember in the early years no one could sit at the end of the pit lane as cars were overheating. We have taken such big strides and steps for better cooling and more efficient lubricants so we can sit at the end of pit lane longer than anyone, and we have had the best reliability of anyone these past 10 years.
“Of course, the cooling of the car is very important and the steps we have been taking over the years has been amazing. Sometimes the brakes might overheat, but that is nothing to do with PETRONAS!” he laughed.
The intimate dinner also featured a Q and A session with PETRONAS Formula One Trackside Lubricant Engineer, Salvatore Schembri, who outlined the sophisticated equipment and testing processes that take place at each circuit by PETRONAS.
This very special evening also delivered a unique dinner experience that combined light and sound to create an engaging experience that captured the interest of guests with each spectacular course. The dinner – facilitated by SixthSense Agency – was a journey through time and culinary excellence, with a selection of the most outstanding menu items from each of Crown’s most exclusive restaurants prepared exclusively for this event.
This event was clearly something truly special for PETRONAS, with Commercial Excellence and Marketing Director Asia, Jose Abascal, flying in especially for the event. Amarpreet Singh Ahuja, PETRONAS’ Country Manager for Australia and New Zealand, was also in attendance.
“This was a very important event for us and our loyal customers; our strategy in 2022 onward is reinforcing our relationship with our valued channel partners and paving the way forward while we embark on expanding our footprint in Oceania market. An event like this creates that excitement for our current and future partners,”
PETRONAS Marketing Manager ANZ, Arash Salehi, said.
“Everyone can offer free F1 tickets, but no supplier can offer this opportunity with the F1 legend, Sir Lewis Hamilton. We were very pleased to be able to create this bespoke event, an exquisite and fascinating experience, which PETRONAS feels is a unique differentiator for our customers.”
“This was the first customer event Lewis had accepted since COVID, which indicates how important the Australian market is for us and our F1 team. We are certainly very proud of our relationship – we are not a sponsor, we are a partner, and the support of the team and Lewis for this event shows how important it is to them as well.”
The event was held on the closing evening of the AAAA’s Australian Auto Aftermarket Expo.
“The AAAA is a key player in the Australian Automotive Aftermarket and is the voice of the industry. We would like to be part of their programs in the future, and aim to grow our relationship even further than what we have at the moment, so we were pleased to be able to host them as part of this special event,” Arash said.

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