AMSOIL (Archived) History – The Company of Firsts
The Company of Opportunity

AMSOIL has a documented history of innovation and leadership.

• First to develop an API-rated 100 percent synthetic motor oil.
• First to introduce the concept of “extended drain intervals” with a recommended 25,000-mile/1-year drain interval.
• First U.S. company to utilize the NOACK volatility test as a standard of performance excellence.
• First to produce synthetic motor oils for diesel engines, racing engines, turbo and marine engines.
• First to introduce synthetic oils that legitimately contribute to improving fuel efficiency.
• First to manufacture synthetic gear lube for automotive use.
• First to manufacture a 100:1 pre-mix synthetic 2-cycle oil.
• First to manufacture a synthetic automatic transmission fluid for automotive use.

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AMSOIL COMPANY PROFILE

The AMSOIL corporate headquarters, manufacturing plants and chemical and test laboratories boast state-of-the-art equipment and specialists in every facet of lubricant technology.  At AMSOIL, unparalleled quality standards are assured.  And AMSOIL provides a full range of customer and technical services, while fourteen distribution centers throughout North America and the world keep pace with the increasing demand for AMSOIL products. Just after one visit one can understand the true leadership and vision the executive staff has. In their 31st year, AMSOIL is well positioned to hold the industry lead for the unforeseeable future.

During Lieutenant Colonel Al Amatuzio’s 25 years as an award-winning jet fighter pilot, he gained a solid appreciation for the extraordinary lubricants that protected the engines of the jets he flew. He knew that only these lubricants, synthetic lubricants, could stand up to the demanding operating conditions of jet engines and the severe temperature extremes they encounter.

He knew also that the same outstanding performance benefits synthetic lubricants provide for jet engines would prove invaluable to car, truck and other internal combustion engines.

In the mid-1960s, Al Amatuzio began an intense period of research and development. He assembled the industry’s most knowledgeable chemists and directed the formulation of the first synthetic motor oil in the world to meet American Petroleum Institute service requirements.

The introduction of AMSOIL synthetic motor oil in 1972 set all-new standards for motor oil quality. AMSOIL synthetic motor oil outperformed conventional petroleum motor oils on all counts. It was clear from the start that this innovative product would play a major role in engine performance and engine life.

Today, virtually every other motor oil manufacturer has recognized the superiority of synthetic lubricants and has followed the AMSOIL lead with introductions of synthetic motor oils of their own. They spend millions of dollars advertising their “new” and “revolutionary” products. No one, however, can match AMSOIL experience and technological know-how. And no one delivers products like AMSOIL. Accept no substitutes — AMSOIL is “The First in Synthetics.” ®

 

Though AMSOIL Inc. was founded in 1972, its story begins in the mid 1960s, when Lt. Col. A.J. “Al” Amatuzio, a jet fighter squadron commander, was impressed by the superb performance of synthetic lubricants in jet engines (in fact, only synthetics stand up to the performance demands of jet engines) and began studying their possible automotive applications. In 1972, after an intense period of research and development, Al Amatuzio introduced the first synthetic motor oil in the world to exceed API automobile service requirements.

The next year, Amatuzio developed a marketing plan to get his innovative but still unknown product to customers. His marketing plan enabled customers to have personal contact with a dealer who could take the time to explain the product and answer questions. The rest is history! From humble beginnings in a northwest Wisconsin warehouse, AMSOIL pioneered an entire industry — synthetic lubrication — and established high professional and ethical standards for a unique business opportunity.

Since 1972, the company has seen rapid growth and constant change. One driving force behind the great success of AMSOIL is a commitment to quality and constant improvement. As the years passed, an increasingly broad range of automotive and industrial lubricants and filtration equipment was developed, with each new product exceeding industry performance specifications by a wide margin. In addition, the ALTRUM division of personal care items and household products was created, and the AGGRAND line of natural, organic lawn and garden products followed.

Of course, AMSOIL has also continued to set new industry standards for motor oil performance, quality and consistency.

In February 1994, Lubricants World  magazine honored A.J. Amatuzio by inducting him into their “Hall of Fame” as the pioneer in synthetic motor oil.

The original handful of independent AMSOIL Dealers has multiplied into a network of tens of thousands. Through them, AMSOIL synthetic motor oil is distributed throughout the country and the world.

Facilities

The facilities at the AMSOIL Corporate Headquarters reflect the AMSOIL commitment to excellence. High-speed bottling lines, state-of-the-art information processing equipment and the latest quality control techniques are used to create the highest quality motor oil and aid Dealers in running their businesses. Fourteen strategically located warehouses distribute AMSOIL products to Dealers and ultimately to customers throughout North America and around the world. These customers confirm what we’ve known all along. AMSOIL is “The First in Synthetics.”

Continuous growth in demand has recently caused AMSOIL to increase the output of the manufacturing plant. AMSOIL has reached another milestone with the historic purchase of what will be caller “AMSOIL Center”. This building purchased in September of 2004 contains a total of 374,000 square feet and sits on 55 acres next to the current plant and corporate offices in Superior, Wisconsin. The site allows for more storage for shipments to the dozen distribution centers across the country.

Current manufacturing facility including 1.7 million gallons of raw material storage.

New AMSOIL Center with 365,000 sq feet of storage space to prevent back orders. Also houses the Superior product center and provisions for more production lines.

In addition to the new production and storage facility, from AMSOIL rises another measure of success. The expansion of the tank farm. Currently in place are over 1.5 million gallons of storage tanks and two new large capacity blenders. This increases production efficiency including the expansion of the blending tanks indoors and allows AMSOIL to receive more raw materials by rail cars rather than tank trucks. The increased capacity allows the company to remain on target for further double digit growth over the next five years.

• FACT: Unlike conventional motor oils that contain non-essential molecules that do virtually nothing to protect the engine – and contain elements that actually harm it – AMSOIL synthetic motor oils is dedicated to the engine lubrication and protection.
• FACT: AMSOIL synthetic motor oils exceed the most demanding world-wide performance specifications, meeting warranty requirements for all domestic and imported passenger car and truck engines.
• FACT: AMSOIL synthetic motor oils reduce friction more effectively than conventional petroleum motor oils do. Less friction means less engine wear, better fuel economy and improved power and performance.
• FACT: AMSOIL synthetic motor oils inhibit the formation of sludge, varnish, acids and other harmful deposits. Engines stay cleaner, perform better and last longer. Emissions are reduced.
• FACT: AMSOIL synthetic motor oils do not “burn off” like conventional petroleum motor oils do. AMSOIL synthetic motor oils retain their viscosity, providing reduced oil consumption, improved fuel economy and better wear protection.
• FACT: AMSOIL synthetic motor oils, remain fluid in the cold temperatures that gel conventional petroleum oils. With AMSOIL synthetic motor oils engines start easier and are assured immediate start-up protection.

 

A short note from Al Amatuzio – Founder of AMSOIL (May 2005)

The other day I was reviewing the April Action News and the new G-100 product catalog included in it. The products featured in this issue were our two new motorcycle oils. Anyone reading about these outstanding new oils couldn’t help be impressed by how they totally blew the competition away in head-to-head performance tests. 

Once again, AMSOIL outperforms the competition and puts test results that prove it right there for everyone to see. It’s also interesting that the very bike manufacturer that said not to use synthetic motor oils in their engines now sells and recommends a synthetic motor oil with their label on it.
They don’t make it, but they profit from it so now it’s OK to use. That’s very similar to how the other oil companies and automakers badmouthed synthetic motor oils until they began marketing their own synthetic oils.
Are their oils as good as AMSOIL? Not when you look at the tests! AMSOIL has a long history of making lubricants that are the very best. And the way we have shown they are the best is by testing them against the competition and publishing the results in our sales literature or right on the product labels.
I don’t know of any other oil company that does this like we do. But then, I don’t know of any other oil company that makes products as good as we do, so they don’t really have as much to toot their horn about as we do
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