In the world of engines, there is only one true royalty: the mechanic.
They are the ones who open, fix, diagnose, listen and bring motors back to life. They know every sound, every bolt, every secret under the hood. And when it comes to choosing the best for an engine, they are the ones everyone trusts.

This is why LTH created El Rey del Motor, a strategy built to celebrate, elevate and empower the people who keep the country moving. The goal was simple: turn mechanics into a community, into experts with a voice, and into the most trusted advisors for consumers choosing oils, lubricants and everything their car needs.

To make it real, we created a dedicated website where mechanics could register, share their stories and upload the experiences that defined their craft. This became the heart of the campaign, a digital space designed for recognition, connection and pride.

Then we launched a nationwide call: Who is the real King of the Engine?

The campaign did more than honor them. It made them the stars.
We produced content with the winners, capturing their stories, their craft and their testimonies, turning real mechanics into the face of real expertise.

The results followed. The campaign created awareness, generated high-quality leads, drove purchases and built loyalty through authentic storytelling. Workshops became stages, and mechanics became the experts everyone wanted to hear from.

Launched across Mexico City, Estado de México and Guadalajara, the campaign delivered big.
More than 40K site visits, more than 3M content views and a growing community of mechanics who now proudly stand behind LTH and guide drivers with confidence.

El Rey del Motor did not just celebrate a profession. It gave mechanics the visibility and respect they have always deserved. And in return, they chose the brand that chose them.