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01.09.2022
Situated on the outskirts of London, the Ace Cafe has cultivated a reputation for being one of the world’s most iconic automotive and motorcycling hangouts. Now it has joined forces with another automotive icon – Motul – as its official lubricant partner.
Built in 1938, the Ace Cafe has for a long time been a popular stopover for car and bike fans on road trips around London. Situated on the A406 North Circular Road, its prime location close to major roads into and out of London meant it quickly found fame among the motorbike-mad fans of the 1930s, 1940s and 1950s. Soon, car meets started taking place there too, and the culture exploded. It still serves as a cafe – and is a great place to stop for a burger and chips and a cup of coffee – with the added advantage that no matter when you visit you will be treated to a car park full of exceptional vehicles.
The Ace Cafe was badly damaged during an air raid in World War Two, but it was rebuilt and survived until 1969, when the booming car market – and dwindling motorbike industry – forced the cafe to close. In 1997, part of the original Ace Cafe was reopened and has since gone on to spawn spin-offs around the world, from Beijing to Barcelona. In 2013, the brand celebrated its 75th anniversary.
“We are delighted to have joined forces with the Ace,” said Motul UK Head of Business, Callum Goodland. “It is such an emotive name and, like us, it shares both a deep passion for cars and bikes, and a deep common interest in automotive history. We are really looking forward to engaging with Ace customers over the coming years and showing them what Motul can do.”
Ace Cafe London’s Mark Wilsmore, added: “The new partnership marks the coming together of two great names in the motoring world. Like the Ace, Motul has a long and fascinating history. Motul is an innovative brand, as its track record in bringing new advanced product to both the car and bike markets shows in no uncertain terms. Likewise, at the Ace, we are always looking to new and exciting opportunities and, with Motul I believe there will be many of these.”
As one of the most popular and busiest venues for car and bike culture in the world, the new partnership means Motul will have a continued and prominent presence at the Ace Cafe’s day and night events throughout the year. Motul experts will also be on hand to give lubricant advice and guidance to fans. Motul branding will also be featured prominently on the front of the Ace Cafe, which is easily visible from several key roads into London.
Motul and the Ace are also planning several joint projects and events in the near future, including the Ace Cafe Reunion from 3-4th September, when the two brands will publicly launch the partnership. Motul will have a stand on Saturday at the Ace Cafe in London, before moving down to Brighton for the remainder of the Reunion, an event which is expected to attract crowds of up to 100,000 people.
© Pictures: Ace Cafe London
