AMSOIL's President AJ Amatuzio
Many companies show stellar profits and growth but unlike many, AMSOIL is in business for all the right reasons. The 'Why' amsoil is in business earns a level of customer loyality unmatched in the industry!
From The Presidents Desk
Prior to the development of our XL line of motor oils in 19997 there was considerable in house discussion and debate. Introducing a family of motor oils with a 7,500-miles oil drain recommendation deviated significantly from our long-standing 25,000-miles oil drain position. Our primary concern is our perception among our Dealers. Would this move be viewed as a downgrade in quality and would it signify an entirely new approach by AMSOIL in formulating motor oils? The answer, of coarse, was no. Although our XL oils were not formulated with the same uncompromised extended drain capabilities of our 25,000-mile oils, they were still formidable oils and offered performance well beyond the performance offered by conventional oils.
As it turned out, our dealers embraced our XL oils. They recognized them for what they were. That is, an opportunity to increase sales. The XL oils penetrated markets our 25,00-mile oils could not penetrate. They opened doors in the installer market, and they appealed to people who were not yet ready to invest in our top-tier oils.
The introduction of our OE oils followed that same philosophy. Give the consumers what they want, and give our Dealers more sales opportunities. Enable AMSOIL Dealers to make more money. That’s what its all about. Both our XL and OE lines help fight the battles that our Dealers have fought for years. With these oils there is no more push-back on API certification, extended drain intervals or upfront cost. Consumers gain satisfaction from using the AMSOIL brand, and Dealers gain satisfaction from larger commission checks.
The European Car Formula oils featured in this issue extended the sales opportunities even further. These oils address the complicated requirements established by the European Automobile Manufacturers’ Association. The demands of virtually every European application are satisfied. These products are ideal for the installer market. They are clearly labeled with the appropriate specifications and remove all guesswork in the recommendations process. Installers can be confident they are providing their customers with the correct products.
And while the goal is to create as many opportunities for sales as possible, don’t be mistaken. Our sights are always fixed firmly on quality. AMSOIL has established itself as the leader in synthetic lubrication, and that will always set us apart. The closest to the industry can attest to that. Every supplier that works with AMSOIL knows firsthand that AMSOIL will never compromise on performance. We don’t settle for the run-of-the-mill chemistries that fill the marketplace. AMSOIL means quality.
Opportunity doesn’t stop with products. As you will read in this issue, we back up our products with technical support. We make every attempt to arm our Dealers with tools that validate our product performance. The extensive testing we conducted on AMSOIL INTERCEPTOR 2-Stroke Oil is documented in our technical paper, A Study of INTERCEPTOR Synthetic 2-Stroke Oil for Ski-Doo Rotax E-TEC Engines . This piece is the most comprehensive study I have seen on two-stroke oil. I can’t envision the snowmobile owner who won’t consider using AMSOIL INTERCEPTOR after reading this detailed document.
Extensive testing was also documented in the diesel market, where fuel economy is critical. On the heels of a study released recently which demonstrated that AMSOIL lubes provided a 6.54 percent increase in fuel economy in on-highway service (Diesel Fleet Fuel Economy Study), we have now released a study revealing that our products provided a 3.15 percent fuel economy increase in stop-and-go city driving. That represents significant savings. You can see the details on page 10 of this issue.
These studies, along with all of the others we have done, deliver conclusive proof that AMSOIL lubricants provide real, meaningful value to consumers. At AMSOIL, we don’t just talk the talk. We remain committed to arming Dealers with both outstanding products and concrete proof of performance. No company does it better.
Owning a business can be easy. Making it profitable never is. We face barriers every day, and it’s how we confront tho
se barriers that determines our success. We can’t run and hide when frustration sets in. We have to dig in and work our way through.
We didn’t run when vehicle manufacturers refused to recognize
the value of our synthetic oil. We pushed forward, we persevered and little by little we gained market share.
Today, of course, vehicles come off the assembly line equipped with synthetic oil. We didn’t run when virtually everyone scoffed at extended oil drain intervals. We stuck to it, we led the way and now the 3,000-mile oil drain interval is a thing of the past. Other motor oil companies are now introducing extended-drain oils and acting like they invented new technology.
We face some different barriers today, and we’re still not running. It is well documented that many vehicle and powersports equipment dealerships regularly advise their customers that their warranties can be denied if the manufacturer’s brand of motor oil is not used. They use warranty denial as leverage to exclude the sale of competitors’ oils. This, of course, is against the law, and we have to address it head-on.
Our new Warranty Secure message does just that. It clearly advises consumers that they are not obligated to use an original equipment manufacturer’s oil. All AMSOIL motor oils can be used without the fear of sacrificing warranties.
Warranty Secure makes this clear, as defined by the Federal Trade Commission:
The Magnuson-Moss Warranty Act makes it illegal for companies to void your warranty or deny coverage under the warranty simply because you used an aftermarket or recycled part.
The FTC says the manufacturer or dealer must show that the aftermarket or recycled part caused the need for repairs before denying warranty coverage.
I totally expect we will break down this barrier too. It’s the nature of AMSOIL, and it goes with the territory. You can’t be a leader and expect clear sailing. There are always going to be detractors throwing obstacles in your way.
The theme for our 40th Anniversary Convention captures our leadership tradition. For forty years we have taken the industry “Beyond Conventional.” Our products are beyond conventional. We challenged the stranglehold conventional oil had on the market with our very first 10W-40, and we still push the limits with products that set the standards for performance and customer value.
Our extended oil drain intervals are beyond conventional. While other companies are just now entering the extended-drain market, we forged the path and no other oil is built strong enough to do what our oils do. Our commitment to quality is beyond conventional. I can think of no other company that is willing to invest the effort or resources to produce the types of products we produce.
Our customers are beyond conventional. People who buy AMSOIL products truly care about their vehicles and equipment and are willing to invest in products that bring greater performance, convenience and value.
Our corporate staff is beyond conventional. I am convinced that
no staff is more dedicated or more focused on satisfying its customers than the AMSOIL corporate staff, whether it’s through product development or customer service.
And finally, our Dealer network is beyond conventional. No company brings their products to market with more passion, knowledge or determination than our AMSOIL Dealers do.
So bring on the barriers. That’s what brings out the best in AMSOIL.
A.J. “Al” Amatuzio
President and CEO, AMSOIL INC.
One year from now, this month, we will be celebrating our fortieth anniversary. To be clear, that’s forty years from the adoption of our multi-level-marketing program in 1973. It was a year earlier, in 1972, that our original 10W-40 passed American Petroleum Institute testing at Southwest Research in San Antonio, Texas and gave us claim to “The First in Synthetics.”
For those who don’t know, when I first brought my synthetic motor oil to market I attempted to sell it by traditional methods. But my success was limited. Synthetic motor oil was unlike anything motorists had seen before. Although it was superior to conventional petroleum motor oil by all measures, it cost considerably more to formulate and, therefore, was considerably more expensive as it sat on the store shelves. Consumers would see the price compared to the inexpensive conventional oils and, not understanding the benefits, would not purchase my oil. It was frustrating. If only, I thought, I could have ten minutes of a consumer’s time I could convey the many benefits and undoubtedly secure a sale.
This led me to the concept of direct sales. A sales force of distributors would bring the product to the people. Face to face, they could explain the value the oil provided. I then took it a step further and, with the help of Direct Jobber Shirley Green and others, developed the multi-level marketing sales plan we employ today. This form of direct sales provided AMSOIL Dealers the opportunity to register other Dealers, and all could then build their businesses as aggressively as their determination allowed. It is this milestone that we celebrate in July 2013.
We have come a long way. The industry itself has changed dramatically. Lubricants are now much more sophisticated than they were forty years ago. While our original 10W-40 was ahead of its time in 1972, it does not compare to the oils we formulate today. Increasingly advancing engine and component designs are demanding much more from lubrication. Higher temperatures, tighter tolerances, increased horsepower, and emissions and fuel economy requirements present a much greater challenge today for lubricant formulators. And many of the industry-imposed obstacles we battled in the beginning are rapidly disappearing as the push for synthetic oil and extended drain intervals continues to gain momentum.
The look of the company, of course, has changed too. Where once a single viscosity of motor oil was manufactured in one tiny brick building, we now see hundreds of viscosities of virtually every type of lubricant manufactured in one of the most advanced blending facilities in the world. We have continued to reinvest in the expansion of the company as our sales have grown though the years, and we now occupy a staggering 400,000 square feet of research, production and warehouse space.
We have seen changes in our markets also. In 1973 AMSOIL synthetic motor oil was purchased primarily by savvy auto owners who appreciated the superior protection the oil provided or those who valued the convenience and cost savings of extended oil drain intervals. While those types of customers remain at the core of our sales, our appeal has broadened significantly. The extensive AMSOIL product line now reaches all markets. We offer lubricants for virtually every conceivable application. That, coupled with our continuously increasing advertising effort and the massive impact our Dealers have had in the field, has penetrated customer groups that were left untapped forty years ago.
Despite the considerable changes, however, much remains the same. The AMSOIL Dealer business opportunity remains more viable than ever. I can only imagine the extraordinary success that lays waiting for our Dealers. And, to be sure, AMSOIL will continue its unwavering drive to deliver the absolute best lubricants in the world.
With AMSOIL University 2012 now behind us, it’s time for those Dealers who attended to take what they learned straight to the field to help even more consumers realize benefits they have never experienced with other brands of lubricants. but before we leave this fantastic event completely behind, I want to share a few final thoughts.
First, I want to thank all those who did attend. It was wonderful to see you. I mean that sincerely. I can assure you that the knowledge you gained and the commitment you demonstrated will pay dividends far into the future. Even greater success is yours for the taking. I hope all Dealers will take advantage of the opportunity and make plans to join us one day at this tremendous event. I would also like to extend an open invitation to our loyal Preferred Customers. An AMSOIL Dealership is waiting for you, and I welcome you with open arms to a future AMSOIL U.
The most striking aspect of the entire event was the infectious enthusiasm throughout. You could feel the energy. Our Dealers know that with the growing demand for synthetic lubricants and the inexorable push for extended drain intervals no company is better positioned to capture the expanding market than AMSOIL. Dealers are viewing the future with dollar signs in their eyes.
Along with that enthusiasm comes a very real sense of loyalty. It’s been a long road since the introduction of our first synthetic motor oil in 1972, and the struggles we faced as the industry’s only synthetic oil are behind us. We face new challenges today, but we do so from a position of leadership. We are clearly recognized for our innovation, and the quality of the products carrying the AMSOIL name is absolutely undisputable. We have established brand loyalty, and that has never been more obvious than it was at AMSOIL University.
But loyalty to the AMSOIL brand extends well beyond our Dealers. It didn’t happen by accident. AMSOIL meets the criteria established by brand loyalty experts, and we have given consumers every reason to attach their loyalty to us.
1. Something better: AMSOIL products are formulated to the absolute highest standards. We invest in technology that other companies simply will not invest in. AMSOIL does not compromise on quality. We do not sacrifice performance for the sake of profit margins. AMSOIL products bring value that is not achieved with other products.
2. Sense of belonging: Consumers identify with AMSOIL. We are an unconventional company with unconventional products. AMSOIL consumers belong to an exclusive club. They share a desire for performance that is lost on other consumers. They know something other consumers do not know.
3. Credibility: It extends beyond our products doing what we claim our products will do. Credibility is achieved through the image we project. It is gained through the professionalism displayed in our sales brochures, data bulletins and technical studies. Our label designs and product packaging are as good as it gets. Our website is a true source of legitimate information, and the training we provide cannot be found in other companies.
4. Accessibility: We don’t hide from our consumers. Our staff remains available at all times. We field technical questions at all levels, don’t run from complaints and apply consideration to all worthwhile suggestions. Consumers want to know they have access to real people, and AMSOIL takes that responsibility seriously.
5. Sustainability: We remain ahead of the curve. We deliver products people want. The AMSOIL brand has endured because we keep our product line fresh, but we don’t make changes just for the sake of change. The goal has always been to ensure that every person who becomes an AMSOIL customer will remain an AMSOIL customer for life.
All the success this company has achieved, of course, must be shared with our AMSOIL Dealers. Together we have built a brand that will remain an industry leader for generations to come. And while we still have work to do, you can be assured that your independent AMSOIL business can grow as large as your commitment will take it!
Briggs N Stratton Pushes Valvoline aside for AMSOIL Quality
It is hard to believe it has been nearly 40 years since we sent our original 10W-40 Motor Oil off to Southwest Research Institute in San Antonio, Texas to be tested against American Petroleum Institute (API) service requirements. It was July 1972 and they tested our oil in 1970 and 1971 Oldsmobile engines. The confirmation letter we received from Southwest indicated that our "test results numerically met or exceeded API Service Classification SE engine test My research on synthetic oil had begun much earlier, but that testing we did in 1972 established us firmly as "The First in Synthetics."
Southwest Research is one of the largest and most advanced testing facilities in the world. With more than 3,000 employees, it sits on a 1,200-acre site and boasts more than two million square feet of office and laboratory space. Their research extends across a full range of disciplines, including, among many, chemical engineering, marine technology, geochemistry, biotechnology, fire technology, engineering mechanics and, of course, fuels and lubricants. We use Southwest
on a regular basis to generate test results for us.
Selling synthetic motor oil was much more difficult in 1972 than it is today. AMSOIL was alone in the effort. Then, with the introduction of Mobil 1 in 1974, the job became slightly easier. Mobil
invested millions in advertising, and the motoring public became exposed to an expanded base of education.
Today, the variables driving the demand for synthetics have never been greater. Advances in engine and component technology, along with the push for improved fuel efficiency, are leading that drive. Each year, automakers are requiring synthetic lubes in more of the vehicles that are rolling off their assembly lines.
We faced another obstacle in 1972. Our original 10W-40 Motor Oil was so good it carried a 25,000-mile extended oil drain interval recommendation. It was revolutionary and flew in the face of the hard-line 3,000-mile oil change standard. But this too is changing. Automakers, lubricant manufacturers and environmental groups are all calling for longer drain intervals. It is most apparent in California, where an aggressive campaign is imploring motorists to resist unnecessary 3,000-mile oil changes. With data indicating that nearly half of California drivers are still changing their oil at 3,000 miles, California is desperate to dispel the myth. According to the numbers, changing motor oil at the auto manufacturers' current recommendations would reduce motor oil consumption in California by 10 million gallons a year. The only barrier to total acceptance of longer drain intervals comes from the installer market. And they are fighting a loosing battle.
Through it all, AMSOIL has held true to its values and has remained the leader in synthetic lubrication and extended drain technology. Our reputation is established and our commitment to quality has never been compromised.
Which brings me to the final point, the recognition AMSOIL products have received has been earned through their performance. Our recent partnership with the racing division of Briggs & Stratton serves as an example. Briggs & Stratton, for those who don't know, is the world's largest manufacturer of small engines. Their partnership with Valvoline ended and AMSOIL was asked to develop technology to satisfy the extreme demands of their kart racing engines. They needed high-viscosity wear protection, along with low-viscosity power and efficiency.
The partnership with Briggs & Stratton is 100 percent positive in all respects. Our connection to this world-leading engine builder further expands the awareness of our brand. It locks in our quality message and opens new doors for AMSOIL Dealers in the extremely diverse small-engine market. This partnership sets us apart even further from other synthetic oils, which is especially critical as the competition among synthetics increases. We can ask ourselves, would we rather
see a different logo on the Briggs & Stratton/AMSOIL 4T Synthetic Racing Oil label? How about Lucas? Maybe Mobil, Red Line or Pennzoil?
Of course not.
Industry Further Inches Towards AMSOIL as the Synthetic Of Choice
In a Dealer newsletter I read recently, the author shared the sentiment that “there has never been a better time to be an AMSOIL Dealer.” We have all heard this before. Maybe even too many times. I have said it myself. But each time I have said it, it was true. With each succeeding year we see forces within the industry pushing even harder toward increased demand for synthetic lubricants. Along with that, of course, is the continued push toward extended drain intervals. The world is catching on. The demand for our products is increasing, and, yes, the opportunity does keep getting better for AMSOIL Dealers.
It is not diffi cult to identify some of the circumstances throughout the years that have advanced our cause. In the mid-seventies when Mobil 1 was introduced, many Dealers expressed concern. They feared that with a second synthetic motor oil now on the market, our sales would suffer. I knew, however, that Mobil’s near-limitless advertising budget would ultimately
work in our favor. They would spend millions to help educate the public on the benefi ts of synthetic oil. They did, and we grew.
It was about this time that gasoline was in short supply and prices soared. Fuel economy became a major concern, and our gas-guzzlers of the sixties were being replaced by more fuel effi cient compacts. As the need among consumers to cut fuel costs increased, our Dealers capitalized with sales of lubricants that actually did make a difference. We are seeing similar concerns with fuel economy today, particularly in the commercial market.
Another significant event impacted the demand for synthetics. This one more subtle, perhaps, than the Mobil 1 introduction, but significant nonetheless, especially as an indicator of where the industry was headed. In early 1991, General Motors halted sales of the Corvette ZR-1. Eight engines had seized at its Bowling Green, Kentucky assembly plant. The temperature had
dipped to slightly below freezing and, at start-up, hardto-
pump motor oil did not reach the front camshaft bearings. They were destroyed by lack of lubrication.
GM responded by requiring the use of synthetic oil in the Corvette, as well as its Syclone pickup truck. It was the fi rst time an American auto manufacturer had required, not just recommended, but required the use of a synthetic oil as a factory fill. It was clear to me then that GM’s decision was just the beginning. More factory fills would follow. The door had just opened a little wider for AMSOIL Dealers.
Not long after the Corvette was treated to synthetic oil, virtually all the other oil manufacturers introduced synthetics of their own. They, like Mobil, spent millions advertising their “ground-breaking” new products. Castrol alone spent $25 million. The fl oodgates had opened, and as awareness among consumers reached an all-time high, our sales continued to climb.
Today, of course, consumer awareness has never been greater. According to one source, the demand for synthetic motor oil is projected to grow at a rate of more than 7.3 percent per year through 2013. Others have projected even higher rates. Growth is expected to continue in the light vehicle market, with a strong
push in the medium and heavy-duty truck markets. Transmission fl uids and hydraulic oils are also expected to increase in demand. There are other trends working in our favor. Drivers are keeping their vehicles longer. They are putting tens of thousands of more miles on their current vehicles than they put on their previous vehicles. That means thousands of more dollars spent on maintenance. As this trend continues, we’ll see demand for our products increase and opportunities for our Dealers expand.
Our established and well-deserved reputation as the leader in extended drain technology will continue to create opportunities, as well. As it stands now, the majority of drivers have moved beyond the 3,000 mile drain. Reports suggest that the average person changes oil every 4,500 miles, which may be conservative. And now, as auto manufacturers continue to extend their oil drain recommendations, that number will increase.
Those who purchase a Ford today are instructed by their
owner’s manual to change their oil at 7,500 miles. GM owners are instructed to change theirs according to their oil monitoring systems. In some cases, that can go well over 10,000 miles. GM went as far as endorsing the California Environmental Protection Agency’s “3,000 Mile Myth” campaign to educate drivers on extended drain intervals and reducing oil consumption.
This all leads to even more opportunity for AMSOIL Dealers. The movement toward synthetic lubricants and extended drain intervals has gained irreversible momentum, and the future for our Dealers has never looked brighter. In fact, and I’ll let you finish the line for me, “There has never been a better time…”
- Al Amatuzio - President, Founder and CEO - AMSOIL INC.
Bad times for economy points more towards AMSOIL. (May 2009)
Hold on to your investment.
I have never allowed this column to evolve into a political forum, and I am not going to do it now. My
personal political leanings have no bearing on you, nor do I suspect you care. Time will tell how our current
policies play out.
I will offer, however, that despite the doom and
gloom we keep hearing on a regular basis, there is no cloud hanging over AMSOIL. I am pleased to report that this company is running on all cylinders.
Consider this: This past March represents our
second strongest sales month ever. And April, as I am
writing this, is on track to be even stronger.
Only July of our 35th Anniversary Convention year was better,
and that can be attributed to a large extent to the demand created by the sizable rebate we offered to all those who purchased product while attending the event.
I suspect that the reasons for our impressive sales numbers are numerous. First, reports indicate that people are keeping their vehicles much longer than in recent years. The average age of a car on the road
in the United States is now 9.4 years. We can assume, then, that maintaining vehicles is now more of a priority, and AMSOIL products are viewed as an effective and relatively inexpensive way to prolong
a vehicle’s life. This trend toward extended drain intervals has
gained momentum, as well, and that is driving sales.
Why, many consumers are finally asking, pay hard earned
money on senseless oil changes when an extended drain alternative exists? The concept AMSOIL developed close to thirty-seven years ago is beginning to hit full stride. It doesn’t hurt, of course, that vehicle manufacturers have begun to value the validity of extended drains as a convenience for their customers, and most motor oil manufacturers have now been forced to acknowledge the viability of long-drain oils.
I am sure that the increased awareness of the AMSOIL brand also plays heavily into our current growth. At last count, we had close to twenty partnerships and affiliations with some of the most popular and influential racing organizations, racing facilities and car clubs in North America. Virtually every motorsports fan and auto enthusiast knows the
AMSOIL name today. Those Dealers who have been active for any real length of time will all tell you the same thing; people are now seeking out AMSOIL products, rather than being introduced to them for
the first time.
Speaking of brand awareness, numbers obtained through the online research and development firm Quantcast reveal that the AMSOIL corporate website ranks 12,229 among all websites worldwide in the
number of website visits. This may not seem impressive at first glance, but when you consider that there are millions upon millions of websites, that number speaks for itself. We are in the upper one percent of
all websites visited. And remember, a good portion of those visitors come from Dealer sites to the corporate site to purchase product. Dealers, of course, earn money on those sales.
Another reason we continue to prosper in this unstable economic climate is the value seen in the Dealer business opportunity. People facing layoffs or other employment issues are regaining control
of their lives through the opportunity AMSOIL provides. It may also be that many of our current Dealers have now determined that the time is right to become more active. Our products are in demand, the awareness of our brand is soaring and Dealers are taking charge. The economy, either good or bad, is not about to slow us down.
On Quality to New Customers
I had the pleasure recently, along with AMSOIL Vice President, Marketing and Communications Kevin McBride, to participate as a guest on a popular local talk radio show. The discussion centered on my ties to the community, my upbringing in a local bluecollar
neighborhood and the value AMSOIL provides as a company to the area’s economic well-being. The
talk turned, as it invariably does, to our development of the first synthetic motor oil and its superiority over conventional oil.
Kevin and I explained, as always, that the idea for
synthetic oil came to me while serving as a jet fighter
pilot. With every jet engine in the world using only
synthetic oil, it seemed logical at the time to assume
that the same performance benefits synthetics brought
to aviation would transfer effectively to cars, trucks
and other internal combustion engines. We went on
to summarize the product’s development from the
early 1960s to the ultimate introduction of the world’s
first synthetic motor oil for automobiles in 1972.
One listener called and asked about the difference
between synthetic and conventional lubricants. We
explained, essentially, that synthetic base stocks are
man-made and contain none of the impurities inherent
in conventional petroleum base stocks. We mentioned
how AMSOIL motor oils contain no wax,
which was particularly relevant on that day with
temperatures stuck in the minus twenty degree range.
The listeners learned that it takes more than a good
battery to turn engines over at those temperatures.
Another caller expressed concern about another
well-traveled issue – warranties. “Will installing
AMSOIL motor oil in my new vehicle void the manufacturer’s
warranty?” the caller asked. The answer, of
course, was no, and the listener learned about the
Magnuson Moss Act, which, in short, states that
original equipment manufacturers cannot dictate the
use of a specific after market product unless that product
is provided free of charge. As long as the product
in question meets the appropriate criteria, it is okay
to use. In our case, as long as the lubricant being used
is the appropriate viscosity grade and meets the designated
service requirements, it cannot void the warranty.
Other callers had questions on extended drain
intervals, product availability and the compatibility
between synthetic and conventional oil.
As the calls continued, it occurred to me that even
though the radio show was of the local variety and a
large percentage of the audience was familiar with
AMSOIL and, I suppose, me, there was still a lot they
didn’t know. Even after 35 years the great majority of
consumers remain unfamiliar with the many benefits
that synthetic lubricants, and AMSOIL in particular,
provide. There is a huge market yet to tap, and it all
points to opportunity – opportunity for sales and
opportunity to build your personal groups through
With the current state of the economy and the
relative lack of employment security, the time has
never been better to share the AMSOIL business
opportunity with potential Dealers. Sponsor, sponsor,
sponsor. I have preached it from the very beginning,
and those Dealers who have been most successful in
their AMSOIL businesses are testimony to it; the fastest,
most efficient and most effective way to build an
AMSOIL Dealership is by sponsoring motivated individuals
as AMSOIL Dealers.
It all starts with our products. Educate potential
Dealers on the quality of our products. Use the
Comparative Motor Oil Testing brochure inserted in
this issue of your Action News to show people that
AMSOIL motor oil is far superior to other oils. This
revised edition compares AMSOIL 10W-30 to 10 competing
conventional, synthetic and synthetic blend
motor oils. All testing was done in accordance with
American Society of Testing and Materials (ASTM) test
procedures, which means any of the competitors
could run their own tests and challenge our results.
We won’t, of course, be challenged. The test results
speak for themselves. If other companies don’t like
the fact that their products don’t measure up to ours,
I challenge them to improve their products.
All potential AMSOIL Dealers can be assured that
when they represent AMSOIL products, they represent
the absolute best. They can also be assured that the
only limitations to the AMSOIL business opportunity
are the limitations they place on themselves.
On Bobby Unser (October 2008)
I received a call recently from an old friend of mine -
a guy with long ties to AMSOIL. Bobby Unser was on his way to Brainerd International Raceway in Brainerd, Minn. to help them celebrate their 40th anniversary.
Bobby was to serve as the keynote speaker at their Honors Banquet. It was an excellent choice by Brainerd Raceway officials, considering Bobby’s 13 Pikes Peak Hillclimb championships, three Indy 500 championships and hundreds of wins in virtually all forms of auto racing. In fact, when you consider Bobby’s accomplishments, along with those of his brother Al and nephew Al Jr., there is no family who has dominated the racing world as completely as the Unser family did.
For those who don’t know, I first met Bobby in the 1960s. He was at the height of his Pikes Peak domination, but his equipment was giving him trouble. His open-wheel race car would only make it through one or two runs up the mountain before the rear end
would break. This was a huge problem at the time because the only gear box that would work right in his car was the vintage 1940s model he was using, and parts were not available. Bobby’s crew was continuously forced to re-machine the gears. Needless to say,
frustration set in. You don’t win races when parts
In desperation, Bobby began calling lubricant manufacturers
in search of an oil that would protect his
gears. He found one that helped a little, but the parts
kept breaking. Finally, he heard about a start-up company
in the upper Midwest that was developing some new type of technology. Bobby had never heard of
synthetic lubrication, but he gave me a call. To make
a long story short, he explained his problem and I sent
him some oil that I was convinced would work. That
oil had more film strength than any other oil on the
market at the time. Well, it did work. Bobby went
from repairing his gears after virtually every run to
absolutely no maintenance at all. He now made it
through all his practice runs, qualifying runs and race
day with the same set of gears. Plus, that same rear end
made it through the entire next year. Bobby Unser had
become a true believer in AMSOIL, and, I might add,
somewhat of a lubrication expert himself. He had
seen firsthand how a lubricant could, in fact, make a
difference in winning or losing.
Those who have had the pleasure of meeting Bobby
Unser at one of our AMSOIL functions will attest to his
commitment to our products. He uses only AMSOIL
lubes in his cars, trucks and motor home, and he has
a 40-year-old tractor that has had only one oil change
many years ago. I keep telling him to change the oil
in that thing, but he tells me not to worry. “Al,” he
says, “I change the filters regularly, so why throw
away good oil? That stuff you make lasts forever.”
With dedication like Bobby’s, it’s no wonder we
chose him to be our spokesman for the commercials
we filmed for our Championship Off Road Racing
(CORR) sponsorship. If you have seen the commercials
on NBC or Speed you have seen the sincerity he
brings. There is nothing phony when Bobby Unser
says AMSOIL lubricants are the best.
Speaking of CORR, it appears our investment was
money well spent. The ratings are up and millions of
people are seeing our commercials, as well as our
track-side exposure. The company stepped up to the
plate on this one, and I hope AMSOIL Dealers will
work hard to cash in on this national exposure we’re
generating. It’s up to our Dealers, as the saying goes,
to “seal the deal” with consumers.
The same holds true for the many other sponsorship
investments we have made. In this issue of your
Action News you will see a recap of our Sturgis
Motorcycle Rally sponsorship. As the Official Oil of the
Sturgis Rally, we are building tremendously on the
considerable momentum we have already gained in
motorcycle oil sales. We follow that with our Official
Oil sponsorship of Daytona Bike Week, and we’re in
position to dominate that market.
Whether it’s through the Championship Off Road
Racing Series, Sturgis Motorcycle Rally, Daytona Bike
Week, one of the many other associations that have
adopted our logo or even the testimony of racing
legend Bobby Unser, we are in position to capture
more sales. I say “we” because we are all in this
together. The company does its part, the Dealers do
their part and together we impact an industry.
Approaching 36 Years of Trend setting (September 2008)
Although our convention has now passed, our corporate staff has moved on to other important projects and those Dealers who attended are all back home working their AMSOIL businesses, I would
like to make one final convention observation. That is, never before in our 35-year history have I
seen so many Dealers so totally excited about their futures with AMSOIL. And they have every right to
be. I have said it before and I will say it again now because it has never been more true — there has never been a better time to be an AMSOIL Dealer.
When I think back to this company’s beginning in 1972, with our introduction of the world’s first API-rated synthetic motor oil, I can’t help but appreciate the tremendous effort we have made. I knew
our synthetic oil was far superior to conventional oil, but I didn’t know how consumers would embrace it or how much impact we could have on the market. To the industry, it was all new and different.
Some crazy jet fighter pilot in northern Wisconsin was really shaking things up. AMSOIL synthetic motor oil was outperforming all other
oils, and the industry refused to accept it. And who did this guy up there in Wisconsin think he was, recommending 25,000-mile drain intervals?
Needless to say, we had an uphill climb. Just ask those Dealers who were there in the beginning. Ask the Hall of Fame Dealers who are featured on page 13 of this issue. They will tell you. They
fought off the skeptics, battled through the obstacles and, 35 years ago, helped build the Dealership foundation.
To a large extent, it is that foundation that supports the success of all AMSOIL Dealers and the company, as well. We still have our battles to fight, but we are on very solid ground. The industry
that snubbed us 35 years ago is now trying to play catch-up.
Just take a look at all the other synthetic oils on the market today and how these “advanced” new oils are promoted for their superiority to conventional oils. And isn’t it odd that not until recently did the technology exist to extend drain intervals
beyond 3,000 miles? We all, including the entire motor oil industry, know better than that.
This is good for AMSOIL. We are now in a position of leadership, and our Dealers are capitalizing on that. The “synthetic oil versus conventional oil” battle is now being fought much less often. And
with much tougher performance regulations pushing the need for synthetics, along with vehicle and equipment manufacturers requiring them as factoryfills more often, our target markets are much more receptive.
The push toward extended drains is working to our advantage too. There is no company in this industry that has more extended drain expertise than AMSOIL. Absolutely no one does it better,
and that’s a benefit, now more than ever, that consumers need from us. Whether it’s saving money through less oil used, saving the environment through less oil dumped or saving time through the
convenience of fewer oil changes, consumers can look to AMSOIL Dealers to deliver the value they need.
This company has not even reached full stride, and I can only imagine how much success our Dealers can ultimately achieve. We are poised to make it happen. Wherever technology takes us,
AMSOIL will lead the way. We will never resort to producing products that lag behind any competitor.
Our expanded facilities and state-of-the-art blending equipment are now second to none in the industry. And with the movement toward synthetic oil, the push toward extended drain intervals and
the Dealership foundation that has been laid, opportunity
is there for the taking.
Like I said, there has never been a better time to
be an AMSOIL Dealer.
Now for words from late 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
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 documentary 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
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
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
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
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.
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.
Notes From AMSOIL Founder Al Amatuzio:
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.
AMSOIL Dealer Opportunities in 2012 provide you with the ultimate home business opportunity with 38 years of continuous growth to back it up. These products ARE IN DEMAND! 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. AMSOIL Synthetic oils are not refined from petroleum oils like our competitors but are synthetically engineered from pure base materials so that only the desired qualities are present in the oil. At AMSOIL, we are best known for our motor oils with the guarantee for 25,000 miles or 1 year between changes.
Join us every March for AMSOIL University and go home ready to tell the old boss good-bye.
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. We have a team of dealers close to you so call and we will forward their information.
Industry is pointing consumers our way from every direction:
- AMSOIL is becoming a household name. Customers are expecting to find it locally.
- Vehicle manufacturers are installing synthetic oil into new vehicles on the production line.
- Cars & Trucks made before 1995 need oils with more anti-wear additives and detergents.
- People know AMSOIL saves fuel.
- AMSOIL's staff uses technologies based on the latest lubrication trends meaning AMSOIL delivers the latest technology years before others. This is due to our competition putting profit over quality.
- New emission systems demand oils, which can take more heat and leave fewer deposits. Currently diesel engine changes have created problems which demand more stable base stocks. We have them and you save more fuel to boot!
- OEM Automatic Transmission Fluids are limited to light duty use. AMSOIL ATF and Low Viscosity Trans Fluid cuts temperature significantly and delivers more power to the wheels. Our transmission fluids continue to be well ahead of the industry because of AMSOIL's relationship with the additive companies.
- They are demanding better lubrication qualities from the oil to improve fuel economy.
- 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's #1 demand is from added performance.
- AMSOIL is MADE in USA.
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. In 2012 our dealers remain in the top 5 for total sales within AMSOIL! We help the customer find you. Come visit our AMSOIL Store and see how you too can become the dominant dealer in your city.
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, keep some stock and follow-up on leads are the ones who are experiencing double digit growth. Use this dealer Preferred Customer form to join or CALL so we can pair you with a dealer near you.
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