Duckhams hails a successful Automechanika

Duckhams is celebrating a successful Automechanika Birmingham 2025 as the iconic brand marked its 125th anniversary.

At Automechanika, the brand announced its new direct-to-market approach in the UK and Ireland, with new distributor partnerships for workshops and retail outlets. Members of the Duckhams leadership team, including CEO Mike Bewsey, spoke with workshop owners, the press and visitors from across the industry about the brand’s complete range of products for passenger cars (PCMO), from the iconic QXR oils for modern cars to the Duckhams Classic oils range. Visitors were challenged to count the number of ducks and locate the golden duck on the stand to win VIP goody bags and Duckhams merchandise, creating interaction which typified Duckhams’ British spirit.

Winning Porsche Carrera Cup GB racing driver Max Coates was at the show with his stunning Duckhams-liveried car and his trophy from the latest round at Snetterton. Visitors had the opportunity to Snap and Win prizes with the racecar as well as meet the driver and hear about his experience of continuing Duckhams’ motorsports legacy.

Duckhams Chief Executive Officer Mike Bewsey said, "We had an incredible few days at Automechanika, and there was a fantastic atmosphere throughout the show. It’s an exciting time for us at Duckhams as we build on the brand’s unique heritage and scale our business both in the UK and globally. We were keen to share the news about our new go-to-market approach and the new investment from Zuber Issa CBE, which signals strong confidence in the Duckhams brand, its leadership, and our long-term vision. Having our driver Max on the stand with his latest Porsche Carrera Cup trophy was a real draw for visitors and the perfect way to celebrate 125 years of winning on the road and on the track.”