100 years in the making
The Founder – Les Mecoles - St.Kilda, Melbourne, Australia
Les Mecoles: (Company Founder) 1926 - 1979
Les Mecoles, the visionary founder of Penrite Oil, began his entrepreneurial journey in the 1920s while still a student at Melbourne High School. He started by importing oils from overseas and acting as an agent for established brands like Shell, Autolene (British American Oil Company), Trogon Oils, and Rigolin, a Latvian company that went into liquidation in the 1940s.
Les’s school notebooks were filled with sales figures and formulas for oil blends, reflecting his early business mindset. He officially launched his own company on his sixteenth birthday, March 6, 1926. His school report praised his sharp intellect and excellent memory, though he was largely self-taught.
While selling these well-known products, Les worked to establish his own brand, blending Oil on his mother’s kitchen stove at the family home in Loch Street St Kilda, Melbourne, Australia and using his father's wheelbarrow for deliveries, later relying on a courier service as his customer base grew. The Family story goes that Les sold his prized leather jacket to fund his first batch of oil.
During this time, Les also developed a passion for photography, cars, and horse racing. If the oil business hadn’t worked out, he aspired to become a newspaper photographer or a bookie. A camera or racing guide was never far from him, and he was even absent from his own wedding photos, as he served as the official photographer. In a true reflection of his love for cars, Les left his wedding reception early with his brother to test-drive a car.
The Early Years
In the early years, Les Mecoles operated a petrol service station on Hawthorn Road, Caulfield, selling oil and petrol from the curb side. However, as the business grew, he purchased his first factory to expand operations. By 1932, Les relocated the business to a more suitable site at 625 Bridge Road, Richmond, Melbourne, acquiring the property for just £75 — a location now occupied by a McDonald's restaurant.
Over the following years, Les continued to grow the business, acquiring additional properties across Abbotsford and Richmond to import, distribute, and manufacture his own oil under the name L.H. Mecoles Oil Merchant.
In 1934, his brother Stan joined the company to help further expand the business.
As the business grew, Les realised his oil needed its own unique name, Les sketched "Oil-Rite" on the back of an envelope. However, the application had to be resubmitted when it turned out the name was already taken. According to the Mecoles family history, it was Stan Mecoles who suggested the name “Pen-Rite” to Les — a clever combination of "Pen" for Pennsylvania crude oil, considered the best at the time, and "Rite" for the "Right" oil.
Les and Stan
In 1936, Les eventually registered Penrite with the Commonwealth of Australia and became a member of the Pennsylvanian Grade Crude Oil Association. This membership allowed him to import 100% pure Pennsylvanian Crude Oil, enabling him to blend his oils with the finest base oils available worldwide.
The War Years
3 Cross Street East Brunswick
During the 1930s, Penrite experienced significant growth, including a move to 71 Hoddle Street, Richmond, and the expansion of its reach to other states across Australia. By the time World War II began, Penrite had evolved beyond just manufacturing oils and lubricants, offering a wider range of products including greases, automotive batteries, and workshop tools to meet the demands of its growing customer base.
Records from this period show that Penrite played an important role in supporting the Allied war effort, producing various products for both the European and Pacific campaigns. The plain green wartime Penrite tins marked a stark contrast to Les’s usual marketing style, reflecting the practical needs of the time. A January 1942 stocktake revealed that Penrite held £11,000 worth of stock, though the staff had been reduced to under 10 people.
Throughout this challenging period, Les and Stan continued to run the operations, ensuring the production of goods for the Australian government. Meanwhile, their younger brother Samuel Mecoles served as a Squadron Leader with the Royal Australian Air Force during the war, later going on to become a doctor.
Post War Growth and Les’s Health
After the war, Australia was still experiencing extensive rationing, which greatly impacted manufacturing and daily life. By 1951, Penrite Oil had grown to become a Pty Limited company and was proudly promoted as the "Specialist in lubricating oils and greases for every purpose."
Les often travelled to Brisbane, Sydney, and Adelaide, expanding Penrite’s reach. In the later years, he was able to hire salespeople and dedicated considerable effort to training them in the art of salesmanship. One of his earliest recruits was a young man named Ron Walker, who would go on to become the chairman of Fairfax Ltd, Lord Mayor of Melbourne, and head of Formula One.
In late in 1960’s and early 1970’s the Abbotsford site was forcibly acquired by the Victorian government to make way for a new freeway and Les built a new site at 3 Cross Street Brunswick.
However, during these later years, Les’s health began to deteriorate after battling cancer twice. With no children to pass the business onto, he decided to sell the company.
Les had identified John Dymond, a young oil additives supplier he had grown close to, as a potential successor. The initial discussion between the two men gained momentum when John’s wife, Margaret, fully supported the idea. Despite having nine children and limited funds, the Dymond’s were able to negotiate a deal, with Les generously agreeing to help initially finance the purchase to ensure Penrite would remain in good hands.
The deal was finalized in March 1979, with John and Margaret Dymond officially becoming the new owners of Penrite Oil. Unfortunately, Les passed away shortly after, on August 23, 1979.
The Dymond Family
John Dymond, affectionately known as ‘JD’ started his career as an apprentice engineer at the Vauxhall motor factory in Luton, England. He and wife Margaret later migrating to Australia in the late 1950’s with John taking on role with British Petroleum working on the launch of their long-life fuel additive program. Johns’ tenure at BP allowed his keen interest of motoring and engineering the opportunity to work with industry giants in the automotive space and travel extensively across Australia and New Zealand.
This extensive travel gave JD a unique perspective, as he experienced firsthand the diverse Australian landscape and challenging driving conditions. It also led him to identify a significant gap in the market: there was a clear need for oils specifically designed to perform in Australian conditions. After leaving BP, JD joined US-based additive company Lubrizol, where he worked on developing oil and lubricant solutions tailored for the Australian market
After more than a decade with Lubrizol, JD, eager for a new challenge, was presented with the opportunity to purchase Penrite from Les Mecoles, the company's founder and a valued customer. According to family history, Les jokingly remarked, “With you and the wife having 9 children, you’ve already got your own workers sorted."
Upon taking the reins at Penrite, JD quickly identified a major oversight in the Australian lubricants market. The large oil companies were simply importing oils designed for North American and European markets, assuming they would work for Australian cars and climate. JD’s vision was to develop oils specifically engineered for the unique Australian environment. He also expanded Penrite's presence internationally, growing exports into New Zealand and Europe.
Major Campaigns and Milestones
In 1979, after acquiring Penrite, John noticed many customers with older Holden and Ford engines were experiencing excessive oil consumption and inefficiency. Drawing on his background in mechanical engineering, oil, and additives technology, he set out to find a solution.
In 1981, after extensive lab, customer, and racetrack testing, John launched the Penrite HPR – High Performance Range. This innovative range of multi-grade, full zinc oils, featuring Penrite's advanced Extra Ten technology, was the first of its kind in Australia.
The HPR range quickly became a success in Australia and New Zealand, solidifying John and Penrite as leaders in the Australian oil industry
In the late 1980s, John launched his first major marketing campaign, which was deeply influenced by his passion for cars. This campaign, primarily made up of print advertisements, showcased a variety of classic, racing, and collectible cars belonging to many of John's friends. The visual appeal of these vehicles, paired with high-quality imagery, emphasized the beauty and performance of each car.
The messaging was clear and compelling: if you wanted to protect and maintain your car at its best, you should choose the best oil available—just as the finest automobiles deserved the finest care. This campaign connected emotionally with car enthusiasts by reinforcing the idea that their cars were more than just machines; they were valuable, cherished possessions that deserved the best protection.
By aligning Penrite’s products with the premium quality of classic and racing cars, John effectively positioned the brand as a trusted choice for car lovers who understood the importance of using superior oil. The campaign not only resonated with existing car owners but also helped Penrite establish a strong connection with the broader automotive community, solidifying the brand's identity as a leader in high-performance lubrication.
By the mid to late 1990s, Penrite had expanded significantly, relocating its main blending plant from Cross Street, Brunswick, to a purpose-built facility at 88 Lewis Road, Wantirna.
The new "Obsession with Oil" campaign aimed to connect customers with their cars, portraying them as more than just a means of transport, but an extension of themselves. The message was clear: if you wanted to protect or get the best performance from your car, Penrite was the only choice.
Supported by television commercials, radio ads, and bold retail promotions, the campaign appealed to a wide range of motoring enthusiasts, from race car drivers to owners of rotary engines, V8s, and turbocharged cars. Though some catchphrases and edgy imagery sparked controversy, the campaign was a huge success, especially in the growing small-pack retail and DIY markets.
The "Obsession with Oil" campaign also featured Penrite’s on-road team driving the then-new Chrysler PT Cruiser.
Launched in the early 2000s, the Penrite Syn/Sin campaign marked a significant shift in the brand’s tone. This agency-created concept was designed to highlight the growing demand for synthetic and semi-synthetic oils in modern cars, moving away from Penrite’s traditional focus on classic car marketing.
The word "Syn" for synthetic was transformed into "SIN," with imagery of angels and devils featured across an extensive TV, radio, and print media campaign.
While the campaign gained popularity, it also faced some negative feedback from religious groups and complaints to advertising standards boards.
In the late 2000s, following the sudden loss of John and his eldest son Mark Dymond, Penrite faced its first leadership transition without a family member at the helm. While the Dymond family remained deeply involved at the board and middle management levels, the role of General Manager had to be outsourced.
Continued growth in both retail and trade sectors highlighted the need to refresh the company’s image and market offerings. The GM, in collaboration with the family, reached out to a Melbourne agency, OMG.
At the time, the agency was briefed with these key insights: Penrite, well-known among car enthusiasts but largely unappreciated by the broader market. While the previous advertising campaign reflected the family’s passion, it didn’t capture the brand’s unique point of difference. The agency’s task was to define Penrite’s unique position and create a superior market stance to set it apart from competitors.
The "Better Class of Oil" campaign, ran extensively across TV, radio, print, and digital media, ultimately becoming a long-running success story which re-invigorated the brand.
Margaret ‘Marg’ Dymond
Affectionately known to her Penrite family as ‘Marsey’ or ‘Marg,’ there are countless stories about Mrs. Dymond that reflect her warmth and dedication. Whether she’s chatting with young motorsport competitors in the pits, engaging with motoring enthusiasts at local car shows, or camping at motorcycle events, Marg is always involved. Despite her active presence, she’s never one to name-drop or seek the spotlight, so most people wouldn’t realise they’re speaking to the owner of the business.
For the past 45 years, Marg has been the cornerstone of Penrite, providing the strong family bond that has kept the company united. Her commitment to Australian manufacturing, her strong family values, and her “give it a go” attitude have all played crucial roles in Penrite’s success.
As Penrite approaches a major milestone, Marg, too, is reaching a similar personal milestone but remains deeply involved in every aspect of the business. Her passion for youth motorsport, small business, and charitable causes keeps her incredibly busy, ensuring her influence continues to shape Penrite's future.
The Next Generation
Following the Passing of ‘JD’ and Mark Dymond and the next generation of the Dymond family continued to build on Penrite growth and technical innovation,
The Company is now headed by Toby Dymond as the CEO, with various other Dymond Family Members Nigel, Fleur and Jon filling out significant roles within the business.
Celebrating 100 years
In 2026, Penrite Oil will proudly celebrate its 100th anniversary — a monumental milestone for a family-owned, Australian-made brand that has stood the test of time. This achievement is a testament to the dedication of every person who has been part of the Penrite journey, from its humble beginnings to becoming a trusted name in lubricants and oils. As we mark this significant occasion, we’re inviting our valued partners, customers, and supporters to join us in the celebration.
To honour this milestone, we’ve got an exciting line-up of large-scale activations, promotions, and events planned across Australia. We’re also offering exclusive experiences to give our community a special behind-the-scenes look at what makes Penrite so unique. So, be sure to stay connected through Penrite’s social channels or reach out to your local Penrite sales representative for all the latest updates.
The first of these initiatives will be the unveiling of our new 100th anniversary logo and the launch of the "People of Penrite" series, which will begin this year. This series will highlight the stories of those who have contributed to Penrite’s success and will feature our new look at your local retailer and across social media platforms.
As we celebrate 100 years of innovation and commitment to quality, we remain deeply proud of our roots as a family-owned Australian company. Supporting local manufacturing and staying true to our values of creating high-performance products made right here in Australia is more important than ever. We look forward to sharing this exciting chapter with you and continuing to build on our legacy for another 100 years.
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