“Sustainability is becoming more important every day—in the engine oil industry especially.”  

Remarked Kwanhee Choi, manager of GS Caltex’s Lubricants Technical Solution Team. As a developer directly involved in creating Kixx’s wide range of sustainable products, Kwanhee analyzes the synergy between sustainability and performance perhaps more intensely than anyone else in the business.  

In today’s rapidly evolving mobility market, what should an engine oil brand preserve and what must it change? The fourth episode of My Kixx Story features Kwanhee Choi as he delves into Kixx’s forward-looking approach to technology and its vision for the future.  

 

What is your current role at GS Caltex?  

“I joined GS Caltex in 2018, and for the past eight years, I’ve been responsible for developing Kixx engine oils for passenger cars.” 

After majoring in mechanical engineering, Kwanhee leveraged his expertise and passion for internal combustion engines to eventually develop more than 100 different Kixx engine oil products for passenger cars over the past eight years. 

“Recently, there’s been a growing market demand for sustainability, so I’ve been focusing on developing a range of products that align with this need.” 

 

What brought sustainability to the forefront in the engine oil and lubricants market? 

Engine oil is a representative petrochemical product. At first glance, it may seem far removed from the idea of sustainability, but in fact, producing eco-conscious oils has become a key pillar in the engine industry as well. 

“To understand why sustainability has become such a major topic in the industry, we first need to look at the background. In 2015, allegations surfaced that a major automotive group had manipulated diesel emissions data, leading to what became known as ‘Dieselgate,’” Kwanhee explained. “This incident cemented the perception that internal combustion engine vehicles, whether diesel or gasoline, are harmful to the environment, and sparked a growing societal demand for more eco-conscious alternatives.” He added, “Government policies also began shifting in favor of hybrids and electric vehicles. In response to this rapidly changing landscape, Kixx introduced its first product designed to meet these new demands: Kixx HYBRID.” 

Seeing the necessary shift in the market, Kixx began years of intense research and development, ultimately launching Kixx HYBRID in 2020, the first engine oil in South Korea specifically engineered for hybrid vehicles. 

 

Engine oil made specifically for hybrid vehicles—could you explain that to us? 

When Kixx HYBRID was first launched back in 2020, the concept of engine oil for hybrid vehicles was still unfamiliar in the Korean market. 

“After Dieselgate, concerns over internal combustion engine vehicles grew, and the market for hybrid and electric vehicles began to expand,” Kwanhee stated. “At the time, there were no hybrid-specific engine oil products available in Korea, but Kixx was the first to take action.” 

Hybrid vehicles operate in conditions in which the engine frequently starts and stops, placing greater demand on the engine oil. As a result, the oil must deliver higher performance in areas such as oxidation stability, engine protection, and fuel efficiency compared to oil for conventional vehicles. These heightened requirements make the development process considerably more complex. 

“We faced a lot of challenges in figuring out how to appeal to consumers with a hybrid-specific engine oil that, at the time, was still unfamiliar in the domestic market. We had to carefully consider which performance features to highlight as key advantages,” Kwanhee commented. “Since this was during the early stages of hybrid vehicle adoption, and the product was being developed in response to shifting mobility trends, we knew we needed to be especially thorough in our planning before full-scale development began.” 

After much deliberation, Kixx HYBRID was launched as the first engine oil for hybrids in the Korean lubricants industry, delivering a clear message to the market and successfully establishing itself. The following year, in 2021, the lineup was once again expanded with the launch of Kixx EV, a lubricant made for electric vehicles, and Kixx BIO1, a sustainable engine oil made with a plant-based base oil. 

 

Kixx HYBRID and Kixx EV were developed based on vehicle type. What about Kixx BIO1? 

Kwanhee explains that the sustainability category for lubricants can be divided broadly into two types: lubricants designed for sustainable equipment or vehicles—represented by Kixx HYBRID, and lubricants made with inherently sustainable ingredients—such as Kixx BIO1. 

“Kixx BIO1 is another flagship eco-conscious engine oil alongside Kixx HYBRID,” Kwanhee said. Unlike conventional engine oils, Kixx BIO1 is a low-carbon oil derived from plant-based materials, with a base oil made from sustainable raw materials.” 

The base oil, comprising more than 80% of the engine oil, is the key material that determines the product’s performance. Replacing this base oil with a plant-based, low-carbon alternative, however, involves a far more complex process than one might expect. 

“In the case of petroleum-based engine oils, decades of development experience and a vast database of performance data make new product development relatively straightforward. But it’s a different story for sustainable products,” Kwanhee noted. “For Kixx BIO1, we went through a long and meticulous process, from identifying raw materials that aligned with the needs of a sustainable engine oil to verifying whether those materials were actually suitable for use in engine oil formulations.” 

 

There must have been concerns about whether a plant-based base oil could really deliver the expected performance. 

No matter how sustainable an engine oil may be, a product that focuses solely on sustainability is bound to be overlooked by some consumers. This is especially true for engine oil used in vehicles, where performance and quality are non-negotiable priorities. 

“Think of paper straws—an example of compromising performance for the sake of environmental benefits. We were determined to avoid that. Our goal was to achieve performance equal to or better than that of conventional petroleum-based engine oils,” Kwanhee said. “Sustainable products inherently come with limited options for raw materials, so we went through countless rounds of testing and validation to identify ingredients that could meet our performance standards.” 

After extensive research and deliberation, Kixx BIO1 was finally launched. In order to create a high-performance product that minimized environmental impact, the development and approval process took nearly twice as long as that of previous conventional products. 

 

Why is it important for Kixx to maintain a portfolio of sustainable products? 

Kwanhee explains that Kixx continues its sustainable product portfolio because it’s a brand that looks one step ahead and feels a responsibility to minimize environmental impact as Korea’s leading lubricant brand. Products like Kixx HYBRID and Kixx BIO1 are certainly less profitable, but they weren’t created with short-term economics in mind. They are the result of Kixx staying flexible in response to shifts in the industry and the world. Even if they don’t bring immediate returns, the team believes it was a challenge that needed to be met. 

“Some people may ask, ‘If you care about the environment, why not just drive an electric vehicle instead of a car with an internal combustion engine?’ But the reality is that many consumers still choose internal combustion engine vehicles because of ongoing issues such as cost, limited charging infrastructure, driving range, and battery safety,” Kwanhee remarked. “Among them are individuals who feel a strong sense of environmental responsibility, and we wanted to create a truly meaningful alternative for those people.” 

Kwanhee adds that for a lubricant product to establish itself in the market, three key elements must come together in harmony. 

“A product can take hold in the market only when automakers, consumers, and lubricants manufacturers like Kixx are all aligned and moving in the same direction,” Kwanhee stated. “In the case of eco-conscious products like Kixx BIO1, that balance hasn’t yet been fully achieved. The market isn’t quite at the stage where demand and infrastructure are responding sufficiently.” 

Nevertheless, Kixx continues to move forward with the belief that someone has to take the first step.  Through intense research and dedication, Kixx proved the technical feasibility of sustainable products and has strived to build them out, one by one. 

 

How do you foresee trends in the automotive and engine oil industries evolving in the future?  

“Whether it takes 20 years or 30, no one can say for sure, but ultimately we will enter the era of electric vehicles. It’s only a matter of time,” Kwanhee explained. “Along the way, hybrid vehicles will attract even more attention. In fact, interest in Kixx HYBRID has grown significantly in recent years, more so than when it was first launched. This reflects how Kixx stayed one step ahead of the curve.” 

Kwanhee expects that Kixx BIO1, though not the company’s most popular product at the moment, will eventually gain traction in much the same way. 

“Just like Kixx HYBRID, I believe Kixx BIO1 will attract more attention in the future,” Kwanhee predicted. “For now, we’ve only released a version of Kixx BIO1 for internal combustion engine vehicles, but based on the experience and technology we gained through its development, we’re planning to expand into a wider range of bio-based lubricants beyond just engine oil.” 

 

Lastly, how would you describe Kixx as a brand in your own words? 

Earlier, Kwanhee described Kixx HYBRID as a product ahead of its time. The way he sees it, Kixx as a brand is no different. 

“Kixx is a brand that embraces change rather than inaction. Above all, we hope to stay closely in tune with the fast-moving lubricants market and respond quickly to new technological demands. With that mindset, my hope is for Kixx to continue to thrive as a long-lasting brand—not just for the next 20 years but for the next 200 and beyond.” 

 

Since its official launch in 2005, Kixx has continued its journey steadfastly for over 20 years. At the core of this enduring path lies technology—and behind that, the efforts of countless individuals committed to bringing the brand’s philosophy to life. Even in the pursuit of sustainability, performance was never compromised. Decisions were made with social responsibility taking precedence over profitability. These countless choices have shaped Kixx’s technological strength and defined its direction for future generations. 

The My Kixx Story series will continue with the next episode, featuring the story of a marketing expert behind Kixx’s branding efforts. 

Catch up on the previous episode with the link below.  

My Kixx Story #1: Ji Seon Park

My Kixx Story #2: Hyun Wook Kim

My Kixx Story #3: Rae Wook Cho