AMSOIL INC. specializes in developing synthetic lubricants designed for those who demand the best. The company’s full line of synthetic lubricants allows customers to harness the full potential of their cars, trucks, motorcycles, industrial machinery and anything else they ride, drive or operate. By maximizing vehicle and equipment performance, reducing maintenance and increasing fuel efficiency, AMSOIL synthetic lubricants help millions of people worldwide get the most out of their vehicles and equipment while saving time and money.
AMSOIL, founder and industry pioneer Al Amatuzio, began commercially selling synthetic motor oil for automotive use in 1968. In 1972. A breakthrough came when AMSOIL 10W-40 Synthetic Motor Oil became the first synthetic motor oil in the world to meet American Petroleum Institute service requirements. It outperformed conventional oils on all counts, signaling a new age in lubrication science.
They have remained loyal to their founding principles ever since. Today, AMSOIL formulates, blends and packages AMSOIL synthetic lubricants at the AMSOIL Center in Superior, Wisconsin, USA. The company maintains 13 distribution centers located throughout the United States and Canada, with additional locations in the Netherlands and Dubai.
Their products are available in more than 80 countries worldwide.
Easy Engineering: What are the main areas of activity of the company?
AMSOIL: We’re active in several different markets, such as passenger car/light truck, powersports, heavy-duty, wind and industrial. Many people also know us for our long-time involvement in racing.
One primary area of focus is the passenger-car/light-truck (PCLT) market. We formulate a full line of premium synthetic lubricants and fuel additives that help today’s demanding vehicles achieve peak performance and deliver long life, including AMSOIL Signature Series Synthetic Motor Oil, which delivers 75% more engine protection against horsepower loss and wear.¹ We also offer innovative transmission fluid, gear lube, oil filters and other products for the PCLT market.
(¹Based on independent testing of AMSOIL Signature Series 0W-20, in ASTM D6891 as required by the API SN specification.)
Powersports is another one of our top markets. We have a full line of synthetic lubricants for V-twin, metric, adventure, touring and other motorcycles. The ability of AMSOIL synthetic motorcycle oil to fight damaging heat; protect against wear; and deliver smooth, confident shifts in the toughest riding conditions has made our brand highly respected among riders worldwide.
AMSOIL is also a leading brand in the wind-energy market. Several years ago, we developed a gear lubricant that provides superior protection against gear wear while lasting longer than competitive gear lubes. Our lubricant has allowed wind-asset managers to maximize gearbox life while changing the lubricant less frequently, saving time and money.
Regardless of the market, we strive to provide top-notch products that set the performance standard. To serve this goal, we test our products and those of our competitors in our mechanical and chemical labs, in addition to using field trials involving the most demanding applications, including taxi fleets, over-the-road trucks, wind turbines and racing vehicles. We continually look for areas of improvement and opportunities to help our customers achieve higher levels of performance and reliability.
E.E: What’s the news for 2021 about new products?
AMSOIL: We’re always monitoring the market for opportunities to introduce new products. In 2021, we’re introducing AMSOIL 15W-50 Synthetic Small-Engine Oil, which is designed primarily for professional-grade lawnmowers and other equipment. It helps people who rely on their equipment for their livelihood to work more efficiently and reduce replacement costs.
We’re also excited to continue developing our line of industrial products, including turbine oils, compressor oils, gear oils and other products.
E.E: What are the ranges of products?
AMSOIL: Our product line includes virtually any lubricant you need to maintain your car, truck, motorcycle or other vehicle. Everyone knows AMSOIL for its motor oil, transmission fluid and gear lube. We also formulate brake fluid, power steering fluid, antifreeze & coolant and several aerosol products designed to lubricate, protect and clean.
In addition, our product line includes world-class fuel additives that help increase fuel economy, clean engine deposits and lubricate fuel-system components. Our oil filters provide excellent protection, helping enthusiasts maximize wear protection, while our line of industrial products continues to grow. Essentially, we make a synthetic lubricant for anything you ride, drive or operate.
E.E: At what stage is the market where you are currently active?
AMSOIL: AMSOIL pioneered the synthetic lubricant industry in 1968 when our founder, Al Amatuzio, began commercially selling synthetic motor for passenger cars. At that time, AMSOIL was the only company selling synthetic motor oil for cars and trucks.
Within a few years, competitive products entered the market, and by the 1990s, just about every major oil company offered a synthetic motor oil of its own. The synthetic-lubricant market today contains hundreds of different motor oils, transmission fluids, gear lubes and other products. The use of synthetic motor oil increases each year, and most motorists now understand that synthetic oil outperforms conventional motor oil and is the preferred choice for those who want to enhance vehicle protection. While the synthetic-lubricant market is advanced, we feel there is always room for innovation.
E.E: What can you tell us about market trends?
AMSOIL: As we said, sales of synthetic motor oil continue to increase. Engines are becoming more sophisticated and demanding as automakers strive to meet tightening fuel-economy and emissions regulations around the world. Automakers are increasingly using technologies like turbochargers, direct fuel injection and variable-valve timing to produce engines that provide the power and torque motorists want while meeting government requirements.
These technologies increase heat and create more contaminants, which can cause inferior oils to break down and fail to provide good wear protection. Automakers are increasingly recommending synthetic lubricants to deliver the required protection. For this reason, we expect sales of synthetic lubricants to continue to increase.
E.E: What are the most innovative products marketed?
AMSOIL: We alluded to the increased protection of our products in the PCLT, wind and other markets earlier. While we’ve been formulating innovative lubricants since the late 1960s, the packaging in which the lubricant is sold is also a source of innovation for us.
The AMSOIL easy-pack helps reduce mess, waste and hassle when performing tricky lubricant installations. Changing gear lube or transmission fluid on many vehicles is a challenge. Space is often tight and fill holes are typically positioned in difficult-to-reach areas inaccessible to traditional rigid bottles.
The easy-pack lets you access tight spaces easier while emptying the entire contents of the package, unlike rigid bottles, which waste nearly half the fluid. We offer several products in the AMSOIL easy-pack, and our customers have given it glowing reviews.
E.E: What estimations do you have for 2021?
AMSOIL: The coronavirus pandemic created quite a bit of turbulence in the lubricant market in 2020. However, we expect business to settle down as 2021 progresses, and we’re looking forward to returning to normal. As always, we’re focused this year on improving our synthetic lubricant lineup and identifying new products to bring to market that will help enthusiasts, motorists, maintenance professionals and other customers enhance vehicle and equipment reliability and performance.
