The majority of lube companies formulate to meet the current minimum specification for oils, then compete on price in the marketplace. This business model works pretty well but you need to create phantom marketing positions, advertise with huge budgets and mass sell your oil. When I say mass sell oil, I mean it. This is why the oil industry, as a whole, embraces the 3000 mile oil change. The fact is, they don't really want extended oil changes because their mentality and business plan call for mass oil sales, over and over again. This is good for them but not so great for the consumer/fleet and the environment. Imagine if all the vehicles on the road changed oil once a year and got 3-10% better fuel economy. Mother earth might breathe a sigh of relief, wouldn't you agree?
Who Else Would Dare To Put Test Results On The Oil Bottle?
When Amsoil thinks about formulating synthetic oil they ask, what’s possible? What additive package technology is the best in the world? What would the best base stock be? Amsoil doesn’t really care about price; they want to be cutting edge. “How far can we push it? What will it take? Basically, damn the price man, lets build a kick butt oil.
When Amsoil calls on a supplier for a new additive package, the supplier usually says
“We have (x) package and it’s economical”.
Amsoil then says “What about this new (xy) technology that is supposed to be the best?”
Supplier “Oh yea, it is, but it’s extremely expensive”.
Amsoil “If (xy) is the best, that’s the one we want”.
This little exchange is a typical scenario that plays out when Amsoil seeks to formulate oil. You see, it really is about philosophy and experience as well as a business model that calls for being the best. Add all of this together with the over 30 years trying and you end up with AMSOIL, The First In Synthetics.
Amsoil is so confident of their oils; they publish test results and even put those results on the bottle.
Who else would dare?
(Amsoil’s tests are confirmed by independent labs when necessary and are true and correct with repeatable results. Imagine the litany of lawyers that would swarm if they were skewed)
If Amsoil Doesn’t Compete On Price, How Do They Compete?
Lt Col. A.J. Amatuzio, founder of Amsoil, brought his idea and technology to the oil industry over thirty years ago. The oil industry basically told Al that no one would buy his high buck oil. Doors closed faster than they opened.
Shunned by the industry that would later see red when the word Amsoil was mentioned, Al trudged on. He knew his technology was better, he knew it’s time would come. Through the trials and tribulations of putting his idea to work he came across an idea for a way to distribute his new oil. This idea, although not new, would actually drive his company and become a part of who Al Amatuzio really is. I can tell you first hand that a USAF Lt Col has but two objectives. Mission accomplishment and the welfare of his people. That’s it, everything else hinges off of those two things. As a retired USAF Lt Col, Al couldn’t change these objectives from his mind even if he tried.
“No other company has the know-how or expertise to make synthetic oils as well as AMSOIL can. The fact is, we really don’t concern ourselves with how much or little synthetic is in our competition’s products. They have to live with their product’s mediocre performance when tested against AMSOIL” A J Amatuzio, Founder Of AMSOIL
