For a manufacturer of high-performing cars, engine oil is of strategic importance. Developing an optimal recipe is seem as alchemy and has significant impact on engine performance, emissions and durability. Although, the initial fill of an engine is important, significant value lies in the aftermarket and in joint marketing activities by the OEM and supplier. Hence, against any intuition, numerous business areas have vast interest in engine oil. This entry show cases how JLR Purchasing went beyond their usual remit and led a truly collaborative initiative, and by using an entrepreneurial and corporate mind-set, exceeded expectations by 168%.