Easy Engineering: How was 2021 for your business, a short summary?
AMSOIL: Like most manufacturers, the global supply-chain issues have presented significant challenges. Certain raw materials are in short supply and costs continue to increase. Our unique global distribution model, however, helped us weather the storm last year and post consistent growth despite strong headwinds. We continue to enter new markets, which is helping the company maintain its strong position. We think Africa represents a significant growth opportunity, and we’re committed to growing our presence there this year. We’ve hired local staff to concentrate on growing our distributor network on the continent. We also introduced a new Africa-specific website.
We have also recently opened strategic overseas warehouses that have helped our distributors gain access to our products despite global logistics issues. We also expanded to more countries in 2021, including several in eastern Europe, making AMSOIL products available to enthusiasts in that region for the first time. You can find an International AMSOIL Distributor in your area here.
E.E: What new products/services have you recently introduced?
AMSOIL: We designed and added a 10W-50 viscosity to our AMSOIL Synthetic Metric Motorcycle Oil line. This product is designed for riders who demand the best protection for their high-revving, hot-running motorcycle engines so they can confidently push their bikes to the edge. We also expanded our AMSOIL Extreme Power 100% Synthetic Motor Oil line with a 0W-30 viscosity. It’s formulated to protect against wear and oil consumption in turbocharged engines running under intense stress, helping maximize engine life while reducing the need to top off the engine. We also recently revamped our Synthetic European Motor Oil line that’s made specifically for the demands of European vehicles, and it continues to sell well in our international markets.
E.E: How did the market change in the last year?
AMSOIL: With the ongoing pandemic and continued supply-chain volatility, many of our distributors have sharpened their focus on e-commerce and social media. They’ve gotten creative with new ways to engage prospects and serve customers digitally. We’re seeing increased investment of time and money in developing online platforms and digital marketing strategies to help spread the word about AMSOIL products and build relationships with customers despite ongoing challenges.
E.E: What were the best-selling products of 2021?
AMSOIL: Sales of AMSOIL Signature Series Synthetic Motor Oil, our flagship product and top-tier motor oil, grew rapidly last year and captured additional market share. Enthusiasts know more about synthetic motor oil than ever and many of them understand the long-term value of using a premium product that commands a higher initial price. Signature Series outperforms the toughest industry standards and consistently emerges victorious in competitive testing. It’s perfect for those who are passionate about vehicle performance and maintenance, and who want the best engine protection possible. It offers the best long-term value, and its popularity shows that more people have embraced that message.
E.E: What sector of business do you think is expected to grow this year?
AMSOIL: We expect considerable growth in the African market this year given the resources we’ve committed and the market’s potential. The continent is home to millions of enthusiasts who can benefit from the exceptional protection and performance of AMSOIL products.
In addition to increased sales of our top-tier motor oil, we think our entry-level product, AMSOIL OE Synthetic Motor Oil, will also post strong growth. In some new markets, motorists are relatively new to the benefits of synthetic motor oil and may have used conventional oil for years. As they learn more about synthetic motor oil’s increased ability to fight wear, deposits and oil consumption, many will seek to upgrade to synthetic oil for the first time, and OE Synthetic Motor Oil is an excellent choice.
E.E: What estimations do you have for 2022?
AMSOIL: We expect the supply-chain issues and the pandemic to continue to require innovative ways to streamline production and market our products. We’ll use these challenges as opportunities to improve our business processes and build relationships with customers in new ways. Demand for high-quality products will also continue as people seek solutions to the problems today’s increasingly demanding engines and equipment present. Enthusiasts are increasingly seeing lubricants as the key to unlocking premium vehicle and equipment performance, and we’re poised to meet the increased demand for synthetics.
E.E: A short message for collaborators for the beginning of the year.
AMSOIL: Our international distributors are vital to the success of AMSOIL. We provide a full line of excellent products and marketing support, but they’re the key drivers of growth as they work diligently in their markets to educate people and grow sales. This year, we will continue to expand our team and strengthen our commitment to growing our distributor network and promoting their success. Our distributors are our strategic partners, and we sincerely appreciate their efforts. If you are interested in the opportunity to join our growing distributor network in Africa, please fill out the form here.
