Synthetic Motor Oil Skepticism

Amsoil Executives Alan and A.J. Amatuzio plus Dean Alexander

Amsoil Executives Alan and A.J. Amatuzio plus Dean AlexanderAmatuzio Alexander

There isn't any doubt that any Merchant that is operating their Amsoil company for virtually any period of time is faced with one of many synthetic motor oil questions you'll notice on pages 10 and 11. And although it's a fact that lots of those concerns area not as often now, we hear them nevertheless. The skeptics remain caught within their ways, and whatever the actual facts, they decide to stay uninformed, regardless of the depth of advice available to them. Even some reliable mechanics and installers maintain their heads within the sand once the conversation turns to synthetic motor oil. All these are many of exactly the exact same individuals who cling to the 3,000mile drain interval myth.

The good thing, of course, is the amount of skeptics has decreased dramatically, along with the absurdity of their claims is nothing close to what it used to be. To say he was mad is an understatement. In the end, when he ceased for a breath, I asked a simple question. "Why do you assume," I said, "that just one of your lifters was damaged? Apparently, that's a fairly smart motor oil to pick on only one lifter." The man ultimately brought the automobile to the Buick garage, and they found that a bent push-rod had caused the difficulty. He called me back to apologize. I expect he is still using Amsoil.

Another customer called and complained to me immediately the polarity of our oil caused his radio to neglect. Imagine that. That's some strong motor oil. You get the idea. There was a time when faux motor oil was viewed with extreme skepticism. Our Dealers had a massive hill to climb, as well as their effort had great impact on training the people. The demand for synthetic motor oil began to grow.

I felt differently, although a lot of Merchants feared that having a second synthetic oil now inside the game, our sales would endure. I understood that Mobil's near limitless advertisements budget would work within our favor. And they spent millions teaching the people, as it turned out, and our sales grew.

Another critical landmark came in 1991 when GM stopped sales of its Corvette ZR-1. The temperature had dipped below freezing and, at start up, difficult-to-pump motor oil failed to get to the front camshaft bearings. The engines were ruined by lack of lubrication. General Motors responded by requiring using synthetic oil within the Corvette. It was the first time an American car manufacturer had demanded, not merely recommended, using as a factory-fill synthetic oil.

Consumer awareness is at a high, and the need for synthetic oil continues to mount. Additional growth is anticipated in the light car marketplace, with a powerful drive in the medium and heavy-duty truck markets. Hydraulic oils and transmission fluids are also anticipated to grow in demand.

There are tendencies working in our favor to explain off synthetic motor oil skepticism. Motorists are keeping their vehicles more. They're putting tens of thousands of more miles on the vehicles they now possess. Which means thousands of more dollars are being spent on care.

As this trend continues, we'll find demand for our products increase and chances for our Dealers grow. As the leader in technology our well earned position is also working in our favor as motorists continue to go beyond the 3,000-mile oil change. Presently, the typical oil change interval is close to 4,800 miles, and motorists will look to Amsoil, as auto manufacturers continue to recommend longer drains.

As soon as it's a fact that consumers are currently much more knowledgeable as well as the need for synthetic lubricants is really on the upswing, we still have work to complete. And that work won't be done until each and every skeptic has had the chance to discover all of the facts directly from an Amsoil Dealer.

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

Amsoil World Championship Snowmobile Derby

Amsoil Executives Alan and A.J. Amatuzio plus Dean Alexander

Amsoil Executives Alan and A.J. Amatuzio plus Dean AlexanderAmatuzio Alexander

A contingent of Amsoil employees, including Race Program Manager Jeremy Meyer, returned recently from the Amsoil World Championship Snowmobile Derby in Eagle River, Wisconsin. This could be the greatest and most prestigious snowmobile competition in the whole world. It is billed as the "Indianapolis 500 of Snowmobile Racing," which is fitting because my long time friend and racing legend Bobby Unser attended. Bobby, for those who don't know, is a three-time winner at Indy. In fact, he's the sole driver to win the contest in three separate decades. I told him that Jeremy was looking ahead to meeting with him and spoke to Bobby before the Eagle River event.

I've told this story before, but it bears repeating. He was at the peak of his own domination of the Pikes Peak Hill-climb but was having problems with his gear. His open-wheel race car would just make it through a couple of runs up the mountain before the butt would break. This is a huge issue at the time since the sole gear box that works right in his automobile was the classic 1940s version he was using, and components weren't accessible. Bobby's crew was always pushed to re-machine the gears. You don't win races when components keep breaking.

He found one that helped a small, but the parts kept breaking. Finally, he learned about a company in the upper Midwest which was developing some new kind of technology. Bobby had never heard of synthetic lubrication, however he gave a call to me. He described his difficulty, and I sent some oil to him that I was confident would work. Available on the market in the time that oil had more movie strength than just about any other oil.

Sure enough, it did operate. Bobby went from fixing his equipment after practically every run to zero care whatsoever. He now made it through all his training runs, qualifying race day and runs with similar group of equipment. In Addition, it was made by that same rear end through the whole next year. Bobby had seen first hand how a lube could make a difference between winning and losing.

The point is, Bobby became a true believer in Amsoil products and never looked back. To this day, he wears Amsoil gear, and whenever conversation turns to lubrication he speaks from experience. That early association with Bobby Unser established a loyalty that remains firm today. It also set a pattern that we maintain in all of our racing relationships. The sponsorships we provide are based on more than just handing over cash and hoping for the best. We become involved with our teams in all aspects and work hard to build relationships based on trust and loyalty.

That's abundantly clear with all the racers featured within this matter. Each is a strong believer in products. But over that, they've acquired a respect beyond the merchandise - respect that cash only can't purchase. Each speaks in enthusiastic terms about the technical help our specialists offer. Amsoil is considering options; passionate about producing the finest lubricants and passionate about what they needed to-do. Amsoil is ready to accept listen, master and believe - no solutions. Everything is all about 'what is happening? You wish to understand it, we wish to consider it, we wish to view it, we wish to consider it.' Amsoil became entirely engaged with us for a development associate."

It's the relationships that we've constructed with Scott Douglas, Erik Buell, Steve Scheuring and all of the others that define what Amsoil is. We support our racers through poor and good times, and they understand the notion of devotion isn't lost on us. That pays dividends for many, many years, and our friend Bobby Unser is evidence of that.

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