AMSOIL's President AJ Amatuzio

Drawing on vast experience (March 2007)

When you look at the events of the past year here at AMSOIL, one thing stands out, and that is the addition of new and improved products. I was going through some past issues of Action News the other day and it was interesting to note that most of them announced a new product or two. We haven’t been standing still.

Developing new products has always been a priority for us. Not only to provide our Dealers with more business opportunities, but to provide our customers with better ways to improve performance in their equipment. I started this company with a new idea and a totally new product, and have continued to introduce many new products since then that were the first of their kind. Most of our products have since been copied by the major oil companies, however they have never been able to improve on the performance of our products.

One of the companies trying to outperform us calls themselves ‘number one.’ We call them number two around here for obvious reasons. AMSOIL was first and therefore number one and we are first in performance, beating them in every comparison test.

AMSOIL has a history of using cutting edge technology in our product development. Early on, I staffed this company with experts in lubrication and chemistry, built and equipped an on-site state-of-the-art chemical lab and engine test facility to develop products to meet the lubrication challenges of the day. Over the years those challenges have continued to change, but we have always had the knowledge and expertise to be there with products that deliver superior performance.
Our capabilities today are virtually unlimited. We have grown in both size and expertise, and it shows in the new and improved products we have introduced recently. In addition to offering products for the mainstream equipment markets, we are also focusing on products for niche markets. Our recent addition of 4-Stroke Small Engine Oil, Ea Motorcycle Oil and Air Filters, Engine Fogging Oil, the Twin Air Powersports Filters, and the Mothers product line are good examples of products for specialty markets. Even our European Car Formula and our new CJ-4 Diesel oil can be considered products for unique markets.
In this issue of Action News, we announce a new motor oil and a reformulated and improved gasoline additive. Our new motor oil is a 100% synthetic lubricant formulated for modern vehicles requiring an energy-saving, fuel-efficient 0W-20 viscosity. It is an superior motor oil formulated to deliver outstanding performance for 25,000 miles or one year service life.
Don’t let the lighter viscosity of this new oil fool you. We drew upon our vast experience in formulating synthetic lubricants to match the highest quality base stocks with the industry’s best additive technology to produce a very tough, very capable motor oil. It provides exceptional wear protection, outstanding extreme temperature protection and performance, and long service life.

Our new 0W-20 Motor Oil in the crankcase of a modern vehicle guarantees it will deliver the best fuel economy it is capable of. With a very low volatility rate, oil consumption and emissions are greatly reduced. This is the ‘oil of the future’ here today thanks to AMSOIL. But it won’t be the last new oil we make. Stay tuned!
Also introduced in this issue is our newly reformulated PI Performance Improver Gasoline Additive. It is the most effective gasoline additive available today and makes gasoline engines perform the way they were designed to. PI cleans and keeps clean fuel injectors, combustion chambers, valves, and pistons.
Every vehicle tested using this new fuel additive experienced improved fuel economy (up to 5.7%). It also acts as an “emissions passer” and is ideal for use before emissions inspections. It’s also more convenient to use. Just add one bottle of the new PI to 20 gallons of gasoline every 4,000 miles or 100 hours . You can’t find a more effective or easier way to get the best performance from a vehicle!

People who know me know I tell it like it is. Sometimes I may be a little too blunt, but you won’t misunderstand me. So when you’re the best, I think it’s OK to tell the world about it. AMSOIL products are the best, period, and you can quote me!

See Reaction to televised documentry of AMSOIL Founder A.J. Amatuzio (July 2006)

Last month, you read about a documentary that was made about my life and the history of AMSOIL. The AMSOIL University attendees were treated to dinner and a premiere showing of the movie. I invited special guests like Bobby Unser, who shared memories with me on stage, and many of my friends and family. It was a very special occasion for me, and judging from the many cards and notes of appreciation I have received, for most of my guests.

Since then, the movie was run on local television following the Indy 500 and again a week later. It had a very positive impact on local viewers, many of whom knew AMSOIL was a local lubricant manufacturer, but didn’t really understand how our company changed the lubrication industry and the extent that we remain a technological leader today. Judging from the comments we’ve been getting, many people who were on the fence as far as using AMSOIL products now say they’re making the switch.

The movie event was also covered in the local newspaper. In their feature story, Dennis Bachelder, Senior Engineer in oil licensing at the American Petroleum Institute, was interviewed regarding AMSOIL lubricants. He said that AMSOIL uses a synthetic base stock for its oil, while some oil manufacturers use highly refined oil. Bachelder said AMSOIL uses “very high quality base stocks.” He is right on!

People in the industry know AMSOIL for our high quality standards which set us apart from other oil manufacturers. And the companies that sell the chemicals and additives that go into making lubricants are especially aware of our standards, because we are always pushing them to make better and better products. If they have a product that outperforms all others, they know they have a customer in AMSOIL. We want only superior ingredients for our products and that is not advertising hype. It is the truth, and our suppliers know it.

A sales representative for a very large additive company told me, “It’s a known fact in the industry that AMSOIL uses only the best quality materials in manufacturing its lubricants.” What an excellent reputation to have! We’re proud of it, as should be every AMSOIL Dealer.

There is no better example of AMSOIL’s high quality standards than our two motorcycle oils. I have referenced these oils in previous messages and they have been featured in numerous Action New articles. The reason we mention them frequently is two-fold: first is the fact that the motorcycle oil market is huge and represents an excellent opportunity for AMSOIL Dealers, and second is the fact that we went to considerable expense in testing our oils against virtually every major motorcycle oil on the market and published the results in our Motorcycle White Paper (G-2156) for the world to see.

This extensive study was directed by Executive Vice President, Alan Amatuzio. The reaction to it has been outstanding. Dealers have been using it to help secure accounts in the power sports market, including motorcycle and power sports dealers, repair shops and auto parts stores. This is an area where AMSOIL is well known and well thought of due to our racing sponsorships and our reputation for manufacturing high performance lubricants and filters. It is a market that every AMSOIL Dealer should be taking advantage of. And today it is even better, because we now offer Ea Oil and Air Filters for motorcycles, as introduced in this Action News.

It’s interesting how quiet the competition has been since we published this white paper. What can they say? The tests speak for themselves.

Getting back to the documentary, I honestly think it is an excellent recruiting tool for you and your Dealers. It speaks very well of synthetic lubrication in general and of AMSOIL Synthetic Lubricants in particular. It tells a story. A story of how I came to believe in synthetic lubrication for applications other than the jet aircraft I flew. It tells how one small company in Superior, Wisconsin changed a giant industry with a good idea whose time had come . . . synthetic lubricants for the average motorist. Even though the odds were against us, our excellent products and our outstanding Dealer network made us a success.

Consider using this film to bring in new Dealers and sell not only AMSOIL products, but the AMSOIL opportunity. So far, it has had very good reviews and I think it can help you build your business.

Monthly highlights extracted from the AMSOIL Action News regarding the direction of AMSOIL INC. (October 2005)

This has been a very busy time here at the AMSOIL headquarters. With important new products being launched, regional sales meetings being planned, and sales continuing to set new records every month, we all have plenty to keep us busy.

As you can see by the cover of this Action News, our new Ea Air Filters are now available. These filters set new quality and performance standards for automotive and light truck air filtration. Utilizing space age nanofiber technology, there’s virtually nothing on the market today that compares with them.

It doesn’t take much imagination to recognize the excellence of an air filter that guarantees service for 4 -years or 100,000 miles. You know it has to be a very special filter! But that is just the tip of the iceberg. Not only do these filters promise extended service life, they also outperform all other automotive air filters. In independent tests, they remove up to 50% more dirt, dust and submicron particles than paper filters, foam filters, or gauze filters while allowing more unrestricted air flow.

Combine these performance features with the fact that Ea Air Filters can be cleaned and re-cleaned without adversely affecting their performance and you have an air filter that is second to none.

The cleanability of Ea Air Filters was demonstrated in tests at an independent testing facility and after four cleanings they remained better than 99% efficient. That was after being subjected to five times the normal basesline contamination and four cleanings.

To quote the report, “Test results are certified and presented, which gives element pressure drop, efficiency, and weight data. There were no visible manufacturing flaws and no dust leakage paths were observed during dust loading. The results given show consistent dust loading and good cleanability after each dust loading of 4 intervals.”

In other words, even when loaded repeatedly with five times the baseline contamination, our new Ea Air Filters continued to filter extremely well after four cleanings and flowed at 99% efficiency after the equivalent of 120,000 miles between cleanings. Considering cleaning is recommended at intervals of 25,000 miles or one year, these filters are definitely made to last at least 100,000 miles. And cleaning is quick and easy by vacuuming or using compressed air. No water, no solvents, no oiling.

Our new Ea Air Filters represent a breakthrough in automotive air filtration and that is no exaggeration. We have been working on them and testing them for over two years. The space age nanofiber technology has been proven to provide superior performance in military and industrial applications. We bring you this amazing technology in a filter built to our exact specifications by a major air filter manufacturer.

Ea Air Filters are a perfect complement to AMSOIL synthetic motor oils. Like our oils, they provide superior performance and extended service life. In fact, they will be the last air filter your customers will need if they put 100,000 miles or less on their vehicles or keep them for less than four years.

Ea Air Filters are an AMSOIL exclusive and are only available from AMSOIL Dealers. There are no other automotive air filters that use the superior nanofiber filtration media. What this means is that you won’t find these filters in large discount stores. There are no filters sold in any store that even come close to the superior performance of Ea Air Filters.

I think you can see that we have hit a home run with this new product. These new filters represent the same quantum leap in performance that our original synthetic motor oil did in 1972. They should be an easy sell to your existing oil customers, and could open doors for you in calling on new customers.

This is just the beginning of exciting things to come from AMSOIL. Expect to see more announcements in the near future, as we continue to provide you with outstanding new products to enhance your income opportunities as AMSOIL Dealers. As always, they’ll be the very best!

A. J. “Al” Amatuzio
President and CEO, AMSOIL INC.

 

August 05 on the Donaldson partnership.

From the day I blended my first quart of synthetic motor oil, my goal has been to produce products of the highest quality that deliver superior performance. That was the only way for me to succeed. My oils cost consumers three to four times more than petroleum, so they had to be good enough to justify the price, and they always were.

AMSOIL’s commitment to producing and marketing high quality products has resulted in our continuing growth over these past thirty-plus years in business. It is even more important today, as competition has increased considerably in recent years. There are now numerous synthetic motor oils available to consumers. We are no longer unique in being the only producers of synthetic lubricants, but we remain unique in the superior performance of the oils we make.

We also demand the highest quality and performance from the products we market but do not actually manufacture. For those, we search out the very best suppliers who are able to meet our standards and we partner with them to market their products alongside ours. Such is the case with the Donaldson Company, makers of the best filters available anywhere.

Donaldson produces filters for many applications. They have been in this business for many years and have grown to a $1.5 billion company employing about 10,000 people. Donaldson markets filters worldwide, including oil filters, air filters, fuel filters, hydraulic filters, and coolant filters. They hold more filtration patents for land transportation, aviation, and industry than all other filter companies combined.

I have been told that the Donaldson Company is very selective in who they partner with, just as we are. They are suppliers to Ford Motor Company, General Motors, Caterpillar, John Deere, Lockheed Martin, the U.S. Department of Defense, and now AMSOIL INC.

I first met with the top executives of the Donaldson Company here at our Superior, Wisconsin headquarters. We had arranged a plant tour and conference for them so we could all get acquainted and exchange ideas. I joined my son, Alan Amatuzio, Dean Alexander, and some of our other key people here at AMSOIL for these discussions.

What started with this meeting ultimately resulted in an agreement that represented a first for the Donaldson Company. They had partnered with a number of OEM’s before, but AMSOIL would be the first world class lubricant company they shared their technology and product line with, and the first company they would private label their PowerCore Filters for. There will be more exciting news coming from this partnership in future months.

Included in this Action News is the latest AMSOIL/Donaldson Filtration Products brochure (G-2111). In it you will find information on many of the excellent Donaldson products. Use them to expand your business into new markets. They are the perfect compliment to the AMSOIL Synthetic Lubricants you now market.

AMSOIL Lubricants and Donaldson Air and Oil Filters combine to provide the very best long term engine and equipment protection money can buy. Both provide extended service life and superior performance.

And the best news is they are only available together from AMSOIL Dealers and their accounts. To date, we have set sales records for certain of the Donaldson filters. For instance, AMSOIL Dealers today sell more of the ELF 7349 oil filters for Dodge/Cummins 5.9 liter diesel applications than any other company in the world. If you’re not marketing these fine filters, you are missing a great opportunity.

Our purchasing department recently visited Donaldson’s headquarters and were pleased to see the AMSOIL name positioned with their other worldwide partners in the stockholders viewing room. They also noticed that the Action News was among other publications available for their employees in their lunch room.

This is sure to be a great partnership, and as I mentioned earlier, more exciting things are in the wind from AMSOIL that will draw on the technical expertise of the Donaldson Company. Look for more news from AMSOIL very soon.

A. J. “Al” Amatuzio
President and CEO, AMSOIL INC.

Recent Notes From AMSOIL Founder Al Amatuzio:

 (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.

 

Dealership Opportunities

AMSOIL Dealer Opportunities in 2008 provide you with the ultimate home business opportunity with 35 years of continuous growth to back it up, without the need for significant investment of money, mostly your time and your desire to succeed. To be a successful AMSOIL dealer expect to put in a lot of hard work. We will help you stay on course but you can become totally financially independent if you put in the effort, Call me or one of my dealers and we would love to discuss it with you.
AMSOIL manufacturers Synthetic Motor Oils. They are exclusively distributed by Independent Dealers - People like you and me. Synthetic oils are not refined from petroleum oils but are synthetically engineered from pure base materials so that only the desired “good” qualities are present in the oil. Petroleum oils have many undesirable qualities which is why they have to be changed on a more regular basis - At AMSOIL, we are best known for our motor oils that have the basic life of 25,000 miles or 1 year between changes, but these and our other products have more benefits which are much more impressive.
AMSOIL's highest demands are in both the diesel and powersports sector where we are now the product of choice in many venues. We urge you to print out our Dealer Sign-up Form and then read more in our Dealer Opportunities section.

Industry is pointing consumers our way from every direction:

• Vehicle manufacturers are installing synthetic oil into new vehicles on the production line. AMSOIL makes for a better choice in older vehicles and vintage as well.
• AMSOIL only uses 100% Synthetic base stocks rather than the trend of "full-synthetic" labeled products which are nothing more than re-arranged petroleum molecules to perform similar to a simple synthetic formulation (only in the US). AMSOIL's additive packages net performance increases and protection not available elsewhere. Thus AMSOIL has been proven the best for 35 years now and our competition agrees.
• New emission systems demand oils, which can take more heat and leave fewer deposits. Currently diesel fuel changes has created problems which we have the best solution.
• Customers want to spend more time doing what they enjoy rather than frequent visits to the oil change center.
• They are demanding better lubrication qualities from the oil to improve fuel economy and engine cooling.
• Commercial vehicles Require synthetics in transmission and drivetrain parts to retain extended warranties. (And better power transfer).
• Environmentally we can not go on disposing of the millions of gallons of oil each year that is the bi-product of 3,000 mile oil change intervals - Imagine if everyone changed their oil at say 7,500 miles instead. The used oil disposal problem would be cut by 50%. Yes 50%, not just 1 or 2% - Now consider the impact of a 25,000 or 35,000 mile oil change interval.
• AMSOIL allows you to do your part and significantly reduce dependence on foreign oil. American made oil and at the same time you use just a fraction of what you were lead to believe was necessary.
• AMSOIL is changing the way people think!

As one of the largest and fastest growing groups recognized by AMSOIL, and the most responsive, we offer the communication and tools you can use. We have been one of the top five dealers from 04 to 07 in the new account and dealer category and in 2007 we've made the top 10 in total group sales several times.

Why should you join our group? We are part of one of the most successful marketing dealers who specializes in finding you customers and putting you on the right track. For me it's a full time job, and we do what it takes to help people locate you. We re-distribute significant leads to those requesting them. The dealers who are easy to locate and follow-up on leads are the ones who are experiencing double digit growth. Use this dealer Preferred Customer form to join on and upon registering, we will send you our getting started list to help you get set up as well as free internet listings and professional information you can use; - something completely exclusive to our group. Why not email us for a copy of our last newsletter while you are at it.

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