Kixx is a lubricant brand owned by GS Caltex Corporation, a major integrated energy and chemical company based in South Korea. Established in 2005, the brand originally focused on automotive engine oils but has since expanded into a comprehensive portfolio covering passenger vehicles, commercial transport, motorcycles, industrial machinery, electric vehicles (EVs), hybrid vehicles, and specialized applications. GS Caltex describes Kixx as one of its principal lubricant brands, encompassing products for both automotive and industrial use.1

While the Kixx brand was officially launched in 2005, its manufacturing and technological heritage extends back several decades through its parent company.

Foundation and early manufacturing

The predecessor to GS Caltex, Honam Oil Refinery Ltd., was established in 1967 as a joint venture between South Korea’s LG Group and the U.S.-based Caltex. This entity laid the groundwork for what would become GS Caltex.2 In 1969, the company completed its Incheon Lubricant Plant and commenced lubricant manufacturing, meaning the firm’s production history predates the Kixx brand by more than thirty years.3

Brand launch and identity

Following the corporate restructuring that transitioned LG-Caltex Oil to GS Caltex, the company introduced Kixx in 2005 as a dedicated automotive lubricant brand. The initial lineup targeted passenger cars, commercial vehicles, and motorcycles. The brand name was derived from the word “kick” to convey speed, strength, and dynamism. This energetic identity was also intended to resonate with Korean consumers following the national enthusiasm surrounding the 2002 FIFA World Cup.4

Repositioning and global growth

Kixx began its international expansion in 2010. A significant strategic shift occurred in 2017 when the brand was repositioned from an automotive-specific label to an umbrella brand for GS Caltex’s entire lubricant business, integrating both automotive and industrial products. Concurrently, the slogan “All Ways with You” was adopted to emphasize partnership across diverse applications rather than solely engine performance.5

New energy and sustainable technologies

Responding to evolving mobility and industrial needs, Kixx has introduced several specialized product lines:

• 2020: Launch of Kixx HYBRID for hybrid powertrains.
• 2021: Introduction of Kixx EV for electric vehicle applications.
• 2025: Comprehensive brand renewal updating the logo, packaging, product system, and visual identity to create a unified global presence.5

Kixx is not an independent manufacturer; it is a brand within GS Caltex Corporation. GS Caltex was formed in 2005 during the separation of the GS and LG groups, tracing its origins to the 1967 partnership between LG’s predecessor and Caltex.6 The company operates across petroleum refining, petrochemicals, base oils, lubricants, and specialty products.

This vertical integration is central to the Kixx value proposition. Unlike aftermarket brands that purchase finished goods for relabeling, GS Caltex possesses in-house lubricant manufacturing and base-oil production capabilities.7

A critical component of Kixx’s technical foundation is its base oil production. Base oil typically constitutes over 80% of a finished lubricant, making its quality fundamental to end-product performance. GS Caltex manufactures Group II and Group III base oils using hydrocracking technology under the trade name Kixx LUBO. The portfolio includes:

• Group II base oils
• Group III base oils
• White oil

Group III products are specifically positioned for high-grade automotive and industrial formulations. This internal capability links base-oil production directly to lubricant formulation and finished Kixx products.8

Kixx has evolved from a passenger car engine oil brand into a broad-spectrum lubricant provider. GS Caltex categorizes the current portfolio into two primary segments.9

Automotive lubricants

• Passenger-car engine oils: Formulations for gasoline and diesel engines with varying viscosity grades.
• Commercial-vehicle engine oils: Heavy-duty products for trucks, buses, and commercial fleets.
• Motorcycle lubricants: Specialized engine oils for two-wheeler applications.
• Transmission and axle oils: Fluids for differentials, transmissions, and drivetrain components.
• Next-generation fluids: Dedicated products for hybrid and electric vehicles addressing specific thermal and electrical requirements.

Industrial lubricants

The expansion into industrial applications marked a pivotal development for the brand. The industrial range includes:

• Hydraulic fluids
• Industrial gear oils
• Greases
• Circulating oils
• Specialty equipment fluids

GS Caltex explicitly positions Kixx today as covering both automotive and industrial sectors, distinguishing it from its earlier automotive-only identity.10

GS Caltex supports the Kixx brand with substantial domestic infrastructure. The Incheon lubricant plant serves as a key operational hub, with a reported manufacturing capacity of approximately 9,000 barrels per day. Grease production capacity stands at roughly 8,000 metric tons annually. Additionally, the company operates a large-scale refining and petrochemical complex in Yeosu, South Korea, which provides the industrial base for its petroleum and lubricant operations.11

Since initiating overseas expansion in 2010, Kixx has entered numerous international markets. Key milestones include the establishment of GS Caltex China in 2012 and subsequent entry into markets such as India, Russia, and Vietnam. In China, the brand utilizes the localized name Kixx 凯升, demonstrating market-specific adaptation strategies.12

Vietnam represents a strategically important market due to its high volume of motorcycles, passenger cars, and commercial vehicles. The presence in Southeast Asian markets aligns with the brand’s broader strategy of expanding beyond its domestic Korean base into high-growth Asian economies.12

Kixx’s market positioning has undergone three distinct phases:

1. 2005–2016: Positioned as a youthful, performance-oriented automotive engine oil brand emphasizing speed and power.
2. 2017–2024: Repositioned as a comprehensive automotive and industrial lubricant partner under the “All Ways with You” tagline.
3. 2025–present: Evolved into a technology-driven lubrication platform addressing conventional engines, EVs, hybrids, industrial machinery, and advanced cooling systems.

Visually, the double-X spelling and energetic naming convention were designed to differentiate Kixx from traditional petroleum brands. The 2025 brand refresh further standardized this identity globally to ensure consistency across international markets.11

It is important to distinguish between the corporate entity and the consumer brand. GS Caltex is the manufacturer and energy company, while Kixx is the commercial lubricant brand. Similarly, Kixx LUBO is the branded base-oil product line manufactured by GS Caltex. Describing Kixx as a “manufacturer” is technically imprecise; it is accurately defined as a global lubricant brand owned and developed by GS Caltex Corporation.12

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1. How We Created the Lubricant Brand ‘Kixx’ | Kixx Newsroom
2. THE NEWKixx Brand StorybookKixx Brand Storybook
3. 우리는 어떻게 Kixx 브랜드를 만들어왔는가? | Kixx Newsroom
4. Ver. 202508
5. 2018 Kixx Official Brand Introduction | Kixx Newsroom
6. | COMPANY OVERVIEW
7. GS集团介绍 | Kixx 官网
8. GS Caltex介绍 | Kixx 官网
9. GS Caltex History – Kixx Mexico – Automotive & Industrials Oils
10. 물질안전보건자료(MSDS) < 고객지원 | GS칼텍스
11. 물질안전보건자료(MSDS) < 고객지원 | GS칼텍스
12. Lubricantes Kixx
13. Contact Us | WXXK