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AMSOIL: A Close
Look
AMSOIL President Al Amatuzio and
Executive Vice Presidents Alan Amatuzio and Dean
Alexander discuss the past, present and future of
'The First in Synthetics'
Brought
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have packed this website with useful information that will
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lubrication and filtration products for your vehicles and
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AMSOIL President Al Amatuzio and Executive Vice
Presidents Alan Amatuzio and Dean Alexander discuss
the past, present and future of 'The First in
Synthetics'
In April, Lubes-n-Greases Automotive Editor David
McFall visited AMSOIL corporate headquarters in
Superior, Wis., to tour the AMSOIL facilities and
conduct interviews for his feature article on the
company, slated for the August issue of
Lubes-n-Greases. His article incorporates
information from an in-depth interview with AMSOIL
President Al Amatuzio and Executive Vice-Presidents
Alan Amatuzio and Dean Alexander. Following is an
extension of that interview.
What, specifically, does AMSOIL bring to the
lubricants marketplace that other firms do not?
Al Amatuzio: AMSOIL is driven by quality. It's how
we survive. We are a relatively small company
competing against some of the largest in the world.
What sets us apart is the quality of our products.
Our goal is to always stay ahead of the competition
in terms of product performance. Base oil and
additive suppliers know this, as well. They come to
us with expensive technologies that other companies
would have no interest in.
AMSOIL insists on doing the right thing. When we
developed the first synthetic motor oil, there was
no market, but the product provided benefits other
oils didn't. Our products could help equipment last
longer, improve fuel economy and reduce emissions.
When AMSOIL introduced extended drain intervals in
1972, it was done because we figured out a way to do
it and it was the right thing to do. It was right
for customers and the environment. We, like other
companies, are in business to make money, but our
approach has always been to satisfy the needs of the
customer first. That's what generates our sales and
profits.
Finally, AMSOIL has the willingness and the ability
to act and react immediately. When we see a need for
a product or an opportunity to improve a product,
we'll do it. We're not bound by a board of
directors, heavy bureaucracy or industry
constraints. We move quickly to provide the best
possible technology for any given application.
Synthetics are a relatively small part of the
lubricants market. Why is this so after you've been
involved for 30 years?
Dean Alexander: U.S. vehicle manufacturers and the
API have not made a push to differentiate quality
levels of lubricants as is done in Europe. If we
followed Europe's lead and established several tiers
of quality and performance, including benefits for
these quality improvements such as extended drain
intervals, synthetic lubricants would have a much
larger share of the lubricant market, just as they
do in Europe.
What trend do we foresee for synthetics? Will the
new ExxonMobil initiative impact on your business?
Al Amatuzio: Synthetics have been on a long-term and
consistent growth trend. We expect that trend will
continue and most likely accelerate as the OEMs'
demands on lubricants increase and our consumer
demand for quality products increases as well.
We expect that ExxonMobil's recent entry into the
market with their version of extended drain interval
lubricants will have a positive effect on our
business. We were the developer and have been the
leader in extended drain intervals. Having a major
oil company finally adapt to our long drain interval
philosophy and help us educate consumers about the
viability of long drain intervals, as compared to
the 3,000-mile oil change brainwashing they have
been bombarded with all of these will years, will
definitely help us in our efforts.
What has been your experience with your mileage
guarantee? We've discussed this issue before, but
I'd like it to be part of the interview. For
example, how many claims against your guarantee have
you had? How do you investigate? What has been the
technical and commercial outcome?
Alan Amatuzio: Our mileage guarantee works
perfectly, and our experience has been nothing but
outstanding. All companies that produce products
have claims. It is to be expected and AMSOIL is on
different. Everyone in the lubricant business knows
that oil or grease is always the first thing to be
blamed for a mechanical problem and is almost never
at fault. We receive around 20 engine claims per
year, of which most can be easily explained. Some
things we see are antifreeze leaks, leaking plenum
gaskets, worn out engines and factory design
problems to name a few. We also get the occasional
unethical false claim.
Our investigation is quite comprehensive. We ask for
all documents relating to the claim, such as
maintenance records, mileage, type of service and
repair invoices, plus we send a form to be filled
out by the customer that gathers more information.
We require an oil sample be sent to us for oil
analysis, and oftentimes we will ask for parts as
well. Phone interviews are often conducted with the
customer and the repair shop. We hire independent
expert investigators and engineers to review the
failed parts and provide us with a report. We search
for technical service bulletins from the vehicle
manufacturer that may identify a problem.
We then write and send the customer an Investigative
Findings Report documenting our results. We follow
up by providing customers with technical assistance
in arbitration proceedings where needed. Only in
rare instances, when we have no explanation for the
problem, even though the lubricant is not to blame,
are claims accepted. While no one likes to have
their claim turned down, generally our customers are
appreciative of the effort we put forth
investigating and explaining our findings. We place
great importance on these situations.
Please discuss your marketing and distribution
system. Do you advertise and if so, where, in what
media and how much do you invest in this effort? Why
haven't you taken your product to the traditional
aftermarket? Does your geographic location impose
any marketing disadvantages for you?
Dean Alexander: AMSOIL INC. brings its products to
market by means of a network of Dealers who both
sell and service customers and accounts. AMSOIL
Dealers are independent business people who are
offered a variety of methods for growing their
businesses, including personal direct sales and
selling to resellers (auto parts stores, quick
lubes, etc.) and commercial accounts (fleets,
factories, etc.).
Our independent Dealer network is a key component in
our success as a company. A great deal of
investment, therefore, has been made to train our
Dealers and develop strong channels of
communication, including classroom instruction (AMSOIL
University), a monthly magazine, newsletters,
literature and a variety of training materials.
AMSOIL advertising has focused on market niches,
supporting sales by creating buzz and generating
leads for Dealers. We utilize the same full range of
marketing channels as most traditional
manufacturers, including print advertising, direct
mail, PR, trade shows, event marketing and Internet.
When AMSOIL was introduced in 1972, auto parts
stores sold motor oil as a loss leader, as a
commodity with no inherent value for less than 50
cents a quart. AMSOIL entered the market at a $5 per
quart price point. With the product on the store
shelf, it was difficult to convey those benefits
that justified the cost of the higher priced
product. To effectively sell the product required
some education - a one-on-one sales approach. In
1973, the company introduced a marketing plan around
a sale force of Independent AMSOIL Dealers who
proceeded to put AMSOIL on the map.
Geography has not been an issue for us.
Three of your engine oil products are API
"starburst" licensed and five "donut" licensed. Most
of your engine oil products are not API licensed.
What has been the effect, either positive or
negative, of licensing on your marketing?
Dean Alexander: API licensing established a minimum
performance level. We've always manufactured our
products to exceed those performance levels. Only in
the last 10 years have we decided to API license a
handful of products to accommodate our product line
for entry into the quick lube market. We've found
API licensing to be a non-issue with our customers,
and not having an API registration on the balance of
our product lines has had no effect on our business
or our marketing. The only reason we produced a
product line with an API license was to overcome
potential issues with the owners of quick lubes and
their managers and mechanics, not because consumers
would ever even ask or care about it.
In addition, the lack of base stock read-across
guidelines for Groups III, IV and V, along with the
industry's obsession over chemical limitations in
motor oil formulas without taking drain intervals
and specific chemical volatilities into
consideration, causes an artificial limit for the
performance capabilities of motor oils and
formulation flexibility.
What do you see as the technical advantages of
synthetic motor oil vs a conventional mineral oil?
Alan Amatuzio: High quality synthetic oils have
longer service life; better thermal and oxidation
stability; soot handling capability and viscosity
retention; superior cold flow properties; improved
fuel economy benefits and lower deposit formation,
wear rates and volatility compared to conventional
mineral oils. Simple technical reasons are
chemically stable hydrogen saturated molecular
structure, lack of impurities such as sulfur, lack
of wax and they do not contain reactive aromatic and
unstable naphthenic ring structures. Additives work
better and last longer in synthetic base oils.
Can you give me figures on the growth trend of
your firm since its inception and your projections
into the future? Also, some information on how many
employees you have, etc.?
Al Amatuzio: AMSOIL INC. enjoyed tremendous sales
growth with many years where sales doubled in the
1970's, mainly due to high gasoline prices and
worries over fuel economy. The 1980's were
relatively flat years due to low oil prices, less
focus on high performance vehicles, etc. From 1990
and continuing today, double digit growth has been
the trend. Consumers became aware that synthetics
outperform petroleum products, performance vehicles
of all kinds are on the comeback and quality is of
increasing importance with consumers. We expect this
trend will continue and most likely accelerate over
the next 10 years.
AMSOIL INC. currently has over 210 employees in the
U.S. and Canada and over one-half million square
feet of manufacturing and distribution space. AMSOIL
products are currently distributed in over 26
countries. In the U.S., Canada and Puerto Rico,
AMSOIL products are sold through tens of thousands
of independent distributors directly to individual
consumers, to thousands of retail stores and to
commercial end users. AMSOIL INC. manufactures all
of its lubricants in Superior, Wis., and distributes
them through 10 additional distribution centers
throughout the U.S. and Canada.
How do you maintain quality control in your
manufacturing plants?
Alan Amatuzio: AMSOIL has documented procedures and
work instructions for every operation. We do a good
job of training our people, and we conduct refresher
training on a set schedule. We have a QC team in
place that conducts regular audits. We use a three
step, 100 percent inspection process. Step one, all
raw materials are inspected and qualified in the
laboratory. Step two, every batch is inspected and
qualified in the laboratory. Step three, packaging
line samples are inspected prior to the filling
operation and verified against the corresponding
batch data. Every individual workers in
manufacturing is accountable for his or her task by
filling out and signing process charts at every
operation.
I hope that this information is useful to you and answers your
questions. I am here to help
and answer any additional questions you may have, whether it be oil related or any other
component or system on any snowmobile, car, truck or other equipment.
If
you would like a FREE comprehensive packet of technical,
information, catalogs, specifications, retail and wholesale
prices, dealer application and other crucial information
regarding AMSOIL Ultra Premium Synthetic Motor Oils and
Filtration Products plus much, much more please e-mail us at dave@performanceoiltechnology.com
with your postal mailing address and your packet will be
shipped promptly. Your name and address will be held strictly
confidential.
Also,
please inform us of any other special interests you have (motorcycle, racing, etc.) so that we can include additional
material pertaining to your special interests and vehicles.
AMSOIL
is the undisputed leader in synthetics.............
AMSOIL
Synthetic Lubricants meet and exceed
manufacturer and API specifications.
With AMSOIL, you are using a superior product to
any
manufacturer branded, or any other brand of lubricant.
We have documented and certified independent ASTM
and SAE test data to prove it, along with 39
years of world class performance and hundreds of millions of miles of on-the-road testing.
Since
1972, AMSOIL
Synthetics have proven to be the BEST.
AMSOIL also engineers and manufactures Ea Oil
Filters with Nanofiber Technology which have a 25,000 mile/1-year service life as well as
specialized filtration systems for commercial and fleet
applications in cars and light, medium and heavy trucks which
can filter particles down to less than one micron (a standard
full flow oil filter can only filter to approximately 20-25 microns, and at
a reduced efficiency) significantly reducing oil changes and eliminating
the majority of engine wear.
These filters have been proven by millions of miles of
over-the road trucks, construction equipment, severe duty and fleet
service.
- AMSOIL
saves you time and money.
-
Exclusive 25,000 mile/one-year
change interval synthetic motor oil
- Exceeds
the most stringent performance specifications of all major
U.S. and foreign automotive and truck manufacturers.
- Provides
superior wear protection.
- Increases
the life of your vehicles.
- Improves
performance, fuel economy and efficiency.
- Diesel
oil and filtration products designed to deliver 1,000,000
miles for over-the-road trucks before engine overhaul.
- Used
by many national racing teams, fleets, police departments,
construction firms and trucking companies.
Performance
Oil Technology, LLC is a team of Engineers and Lubrication
and Filtration Specialists led by Dave Mann. Mr. Mann is an
AMSOIL Regency Platinum 7-Star Direct Jobber, Truck/Automotive Engineer
and Lubrication Specialist.
Direct Jobber Dave Mann Makes AMSOIL History
View the Action News article, Dave Mann Makes AMSOIL History
Again with 7th Star
You too, can join our group
when you become an
AMSOIL
Dealer or Preferred Customer and take advantage of all that we offer as you
use products in your own vehicles or begin your own AMSOIL
business. Or you can simply purchase AMSOIL products at
wholesale prices with our Preferred Customer option. You won't find a more knowledgeable and skilled
group of Dealers anywhere which is very important when you
need support as use products and/or build your business.
In
addition, as a Dealer in our group you will receive exclusive
product, technical and business support from the
only group of Truck/Automotive Engineers and Lubrication
Specialists on the net.
We also have
numerous commercial, industrial, trucking, excavating,
construction, logging, police, racing and many more accounts
that we support on a regular basis. We have
fully stocked U.S. Nationwide and Canadian warehouses and fully equipped shop
facilities. This provides us with excellent knowledge of the
products, equipment and the ability to respond
immediately to any of your needs. We will use this
knowledge and experience to help you get started so you too
can achieve your goals.
We
possess the skills, desire and knowledge to answer
questions, solve problems, improve efficiency, reduce
downtime, maintenance costs and increase the durability and
life of all of your vehicles and equipment.
Read what our
satisfied
customers have to say about us. Read through our
website. Contact us with any questions. If you decide to
become an AMSOIL Dealer or Preferred Customer you will be joining, in our
opinion, the most skilled AMSOIL group there is. We will help
you get started and provide you with the tools and information
in order to be successful in this business or with technical and product assistance to use AMSOIL products in
your own vehicles.
If
you would like a FREE comprehensive packet of technical,
information, catalogs, specifications, retail and wholesale
prices, dealer application and other crucial information
regarding AMSOIL Ultra Premium Synthetic Motor Oils and
Filtration Products plus much, much more please e-mail us at dave@performanceoiltechnology.com
with your postal mailing address and your packet will be
shipped promptly. Your name and address will be held strictly
confidential.
Also,
please inform us of any special interests you have (diesel,
motorcycle, racing, etc.) so that we can include additional
material pertaining to your special interests and vehicles.
AMSOIL
is Proudly Made in the U.S.A. AMSOIL
is America's Oil.
AMSOIL
Preferred Customer Trial Membership 25% Off Retail
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AMSOIL Dealership and
Preferred Customer Wholesale
Pricing Information
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Minimal Dealership start-up fee ($15
for 6-months, $30 for 1-year))
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$10 for 6-months
Preferred Customer Membership
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Premium Quality Product
Line
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No inventory requirements
or territory restrictions
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No capital investment
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No employee expenses or
requirements
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You choose your level of
time investment
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Excellent tax benefits
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Exclusive Dealership Internet Promotional
Package to help get you started and keep you up to date.
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Expert assistance from
your sponsor, Lubrication Specialist & Automotive
Engineer.
Use the form below to get complete product/ technical and
Dealership/Preferred Customer information and to find
out how you can get a large discount on all your AMSOIL purchases while
building a stable and solid business.
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Customer Sold on AMSOIL Quality
and Value.
That's what today's savvy consumers want.
According to marketing analysts, the average
consumer no longer accepts general sales pitches
full of empty promises. The Internet gives consumers
instant access to nearly every possible product or
service. They look for quality information, conduct
price comparisons and then make buying decisions.
The bottom line: more bang for their buck. And when
that consumer is raising seven children, top quality
products and savings are an even greater priority.
Scott Boring, Oakfield, N.Y., has seven children
with his wife Teri. He's looking for quality and
savings to keep his 1997 GMC Yukon, with a 5.7 litre
V-8 engine that "isn't noted for gas mileage,"
running down the road carrying his large family as
efficiently as possible.
A friend told Boring about AMSOIL products. He
promised better gas mileage - an important selling
point with today's high gasoline prices - more
efficient performance and longer life.
The vehicle had 40,000 miles on it when Boring
installed AMSOIL products bumper to bumper.
"I did it all at one time, just to see the
difference," Boring said. He installed
AMSOIL Severe Gear 75W-140 Synthetic Gear Oil, used AMSOIL Engine
Flush and then installed AMSOIL 10W-40 Synthetic
High Performance Motor Oil and AMSOIL Universal
Automatic Transmission Fluid.
"I especially like the ATF," Boring said. "The truck
shifts smoother and the transmission is quiet. All
you hear is the tires on the ground. I've tried
other synthetics, lots of them. I just never saw any
difference. But, with AMSOIL, I saw a difference
right away."
The first tankful of gasoline increased his mileage
from 15 mpg to 20.5 mpg. "I swear I didn't believe
it," he said. "I'm averaging between 19 and 21 mpg
all the time.
"This stuff is awesome and I'm letting all my
friends know about it."
AMSOIL Customers Appreciate Greater MPG
Although results vary because of a variety of factors, a common
denominator among AMSOIL motor oil users is an improvement in fuel
economy.
Independent testing reveals that AMSOIL Signature Series 0W-30 motor oil
passes the API Energy Conservation Sequence VI test with a rating 38
percent higher than the API minimum specifications.
"The test results show that AMSOIL has the potential to save energy by
conserving fuel," said Technical Services Manager Ed Kellerman. "In most
cases it can increase mileage, but at the very least you're getting
superior engine protection."
Ralph Sites, a police officer in Rustburg, VA, said he put AMSOIL 10W-40
Synthetic Motorcycle Oil in his 2002 GL 1800 Honda Gold Wing when it had
4,550 miles on the engine.
"I had been getting 30 miles per gallon," Sites said. "I was supposed to
be getting 40 to 45 miles per gallon."
His first oil change to AMSOIL improved his mileage to 38 miles per
gallon. At 6,500 miles on the engine, after replacing the final drive
oil with AMSOIL Severe Gear 75W-90 Gear Lube, he improved to 40 miles
per gallon.
"I switched to AMSOIL for the long-term gain. The improved gas mileage
was just a bonus. AMSOIL is less expensive than Honda's synthetic and I
don't have to change it as often. It's a win-win situation."
He bought the bike new in January 2002 and had put 12,000 miles on it in
August. He said the improved mileage he's gotten since switching to
AMSOIL has saved him $102 just in gasoline.
Jeff Bailey in Fulton, Mo., said his 1996 Lexus GS300 with 81,000
miles on it also gained fuel efficiency when he switched to AMSOIL
motor oil.
"The car wants premium gasoline," he said. "I drive about 18,000 miles a
year. I ordered your synthetic product and absolutely astounded.
"I was used to getting about 20 mpg overall and having a little low-rev
torque."
Since switching to AMSOIL motor oil, Bailey gets 24 mpg and uses regular
gasoline.
"The engine feels even more flexible," he said. "I've used AMSOIL now
for my wife's anemic Camry 2.2 litre and have calculated that I have
saved about $120," he said. "Thanks AMSOIL for an awesome product. You
have a customer for life."
Likewise, Lance Okeson of St. Paul, Minn., gained miles per gallon after
switching to AMSOIL motor oil in his 1995 Cutlass Supreme.
Okeson made the switch after learning about AMSOIL from a customer of
his at a quick lube where he works. His customer was so enthusiastic
about AMSOIL, Okeson did some research on the AMSOIL Website and decided
to try the products. A trip from the Twin Cities to Fargo, N.D., in a
steady 17 mile-per-hour wind, and back showed him an increase from 24
mpg to 30.5 mpg.
"I have never gotten 30 plus mpg with that car," Okeson said. "I have
two other vehicles that I switched over to AMSOIL motor oil. One is a
4x4 and the other is an old muscle car. I switched the transmissions and
the differentials in those vehicles as well."
ASE Master Technician Sold on
AMSOIL
Mark Deschner, Friendswood, Texas,
is an ASE Master Technician and Manager of the West
Pear Land Tire & Auto Store.
He recently was able to demonstrate the superior
quality of AMSOIL Synthetic Lubricants when he had
to change out a leaking intake manifold on his 1991
Chevrolet 1/2 ton pickup truck, with more than
183,000 miles on the original engine.
"When my lead technician took the intake manifold
off, for the first time ever, he couldn't believe
how clean the lifter valley and the top of the
cylinder heads were on my truck," Deschner said.
The technician thought Deschner may have changed it
before. But Deschner assured him he had never had
the intake off before.
"He always made fun of me for only changing the oil
once a year and the filter twice a year," Deschner
said. "I think that seeing how clean the intake and
cylinder heads are in my truck has changed his mind
about AMSOIL products. I've always believed in them
and my truck runs AMSOIL for all lubricant needs."
He uses AMSOIL 10W-40 Synthetic Motor Oil,
EAO24
Absolute Efficiency Oil Filter, TS31 2-Stage Air Filter,
GF111 Fuel Filter, 80W-90 Synthetic Gear Lube,
Universal Automatic Transmission Fluid, Synthetic
Multi-purpose Grease, P.I. Performance Gas Additive,
Rain Clear Windshield Protectant and Bosch
windshield wiper blades.
"As you can see, I have pretty much converted the
entire truck over to AMSOIL products," Deschner
said.
Preferred
Customer Sold on AMSOIL Quality
Peter Virgona of Merrick, N.Y. is a self-proclaimed
oil enthusiast.
“I do a great deal of reading and research, always
looking for the best
oil,” Virgona said. “The more I read the more I
realized AMSOIL was the
best ‘true’ synthetic I could buy. After using Mobil
1 since 1986, I made
the switch to AMSOIL.”
Virgona is a warehouse worker, but he has many years
of experience working
on cars.
He drives a 1999 Ford Crown Victoria that has nearly
98,000 miles on the
engine. He switched from Mobil 1 to
AMSOIL 5W-30
Synthetic Motor Oil (ASL).
“The difference was immediate and significant,”
Virgona said. “The idle
became much smoother. There are times I can’t tell
if the car is running.
It also became much more responsive to the gas
pedal, so much more
responsive my wife asked me what I did to the car.”
Virgona has owned the car for almost nine years.
“Not surprisingly, the gas
mileage improved significantly,” he said. “This car
always averaged 15
miles per gallon going back and forth from work. It
now averages 16.5 mpg.
That’s a 10 percent increase. I truly didn’t expect
such a big change.”
He waited to report his findings until after he had
driven the car at least
5,000 miles “to confirm that the numbers are average
and not just a fluke.”
Virgona also has installed Ea Air and
Oil Filters in
his vehicles.
He told his sister-in-law about AMSOIL and then
changed her oil over to
AMSOIL 5W-30. She drives a 1996 Dodge Caravan with a
3.0 litre V6 engine.
According to Virgona, she had always used
conventional motor oil with
regular oil changes every 3,000 miles.
“Nonetheless, she had a significant amount of sludge
that was obvious under
the oil fill cap,” he said. “She also experienced a
very loud lifter noise
that would come and go. Presumably, the sludge was
affecting the oil
circulation to the lifters.”
Oil consumption in the van was also increasing,
using about one quart every
1,500 to 2,000 miles.
“I switched the van to AMSOIL and put in a new
filter,” Virgona said.
“Within 1,000 miles the lifter noise was all but
gone. By 3,000 miles,
virtually all the sludge was gone. I drained and
refilled the oil a second
time with AMSOIL 5W-30. The oil consumption is now
down to one quart every
3,000 miles, with no more lifter noise.
“I am very happy with AMSOIL and plan to use it from
now on. I recommend it
to anyone who wants a great synthetic oil.”
Virgona buys his products through the AMSOIL
website. “I always get my
product within 48 hours,” he said. In fact, he just
had a case shipped to
his father in-law in Florida because he believes in
AMSOIL products and
wants others to experience their benefits. In fact,
he’s considering
becoming a Dealer.
Virgona respects that he can get detailed technical
information about
AMSOIL just by checking the website. “AMSOIL puts
out performance test
results for everyone to see. I definitely appreciate
that.
“People are usually very, very loyal to AMSOIL. They
know it’s the best.”
AMSOIL Gives
Life to a Sweet Old Cadillac. Making a skeptic into a believer again.
Dear AMSOIL,
I thought you
might appreciate hearing my AMSOIL story. When the opportunity arose
last year to purchase my mother-in-law's 1987 Cadillac DeVille, I jumped
at the chance. A true low mileage survivor, it was in near pristine
condition. I was proudly showing it off to a mechanic friend when he
said, "Uh-oh, you bought an HT-4100? Good luck buddy."
After much research I understood what he meant. The HT-4100 was rumored
to be one of the most troublesome engines Cadillac ever built. The
problems are numerous: an aluminum block with cast iron heads that
expand and contract at different rates causing premature head and intake
gasket failure, coolant loss into the oil, and finally main and rod
bearing failure. They also have a heavily loaded distributor gear, weak
timing gears, and sludging issues.
My first thought was, if ever an engine needed AMSOIL, it's this one. I
first heard about AMSOIL at the old Brohman Dragway in the late 1970s
from a fellow racer who swore by it. For the past 10 years, I've used
various synthetic oils with favorable results, but never AMSOIL. Then I
talked with Dave Mann, the AMSOIL Dealer in my home town, and told him
my story. Having spent 19 years as a lubrication specialist with Ford,
Dave knows his stuff. He made several recommendations, and shared with
me his excellent e-book on motor oils.
I also asked around at the Cadillac owners group I belong to, and almost
every one of them said, "Don't buy AMSOIL! It's too expensive and won't
do you any good. You need this or that oil with this or that additive,"
and so on. So who was I to believe?
Having spent over 25 years in advertising and marketing, I have a strong
skepticism for extravagant claims made by manufacturers. Usually, when
you hear impressive adjectives like "advanced" and "superior," someone
just wants your money or your vote (or both). So I read the science;
from AMSOIL and from several independent studies. I came to the
conclusion that it really is an excellent product. It also intrigued me
that one of the primary sales points made by AMSOIL is to convince you
to buy LESS of their product. That kind of marketing is contrary to
anything I've experienced, and elevates AMSOIL's credibility level
exponentially.
I switched the Cadillac over to AMSOIL 5W-30 (ASL) last fall, then put
in AMSOIL 10W-30 (ATM) this spring (even though it's not a turbo, I like
the extra wear protection offered by this formula). Rather than letting
the oil go a full year, I change it every six months, during which time
it accumulates about 6,000 miles. My dad was an auto mechanic and taught
the 3,000-mile oil change rule like it was the 11th commandment - that
kind of conditioning is hard to overcome. With this frequency, I still
spend less money than if I changed the oil on a three-month/3,000-mile
schedule. I use the money I save to have drain samples tested by an
independent lab each time.
The Deville now has 50,000 miles and runs like a fine Swiss watch. I
have not had a single problem with the 'troublesome' HT-4100 engine. It
runs roughly 10 degrees cooler than with regular oil, and my gas mileage
has increased by 10%. It has become my mission to get 200,000 miles from
this car. With AMSOIL, I might just make it.
As an addendum, I also recently switched my wife's 2003 Oldsmobile
Silhouette minivan to AMSOIL. Since we've owned it, this car has had a
lifter clatter for the first 10 seconds on cold starts. Literally, on
the first start after putting in AMSOIL, the clatter was gone.
Thanks AMSOIL. By making a superb product that truly does what you say
it will do, you've given new life to a sweet old Cadillac, and made a
believer out of this devout skeptic. (see
photos of car and engine)
Steve Cook
Traverse City, Michigan
HDT Sets AMA Land Speed Record
with AMSOIL
Hayes Diversified Technologies (HDT), located in
Hesperia, California, produces diesel powered tactical military
motorcycles for the U.S. armed services as well as the UK and EU NATO
countries. Founded in 1961, the company originally manufactured
electro-mechanical switches and relays to the military & aerospace
industries.
The new HDT motorcycles are diesel machines combining both power and
environmentally friendly performance efficiency. We are talking about a
bike that gets 100 miles to the gallon AND can do 100 mph.
The HDT team was out on the Bonneville Salt Flats
earlier this month, striving to establish new national and world
records. Displaying the AMSOIL colors while going through the paces at
Bonneville, they offered up quite a number of very strong endorsements
with virtually no prompting. We noticed an increase in horsepower right
away when compared to Delvac 1,¯ said Fred Hayes, founder/CEO of HDT.
What was quite surprising was the condition of the engine after a
50-mile run-in and over 120 full-throttle dyno runs. The camshaft
bearings, the small and large end rod bearings, didn't even look like
they had been run. During that series of dyno runs, we registered the
highest horse-power and torque readings ever.¯
Dave Anderson, AMSOIL Technical Product Manager, had flown to Bonneville
to witness and participate in the pursuit of new land speed records.
Hayes said to Anderson, "Our testing proved that AMSOIL Series 3000
5W-30 Heavy Duty Diesel Oil provided better cam bearing lubrication,
better transmission operation and less blow-by than our previous oil. We
picked up just over one horse power at the rear well." This is a 3.7%
increase and worth a 1 tooth higher gear ratio. In addition, it appears
that overall coolant temperature was down about five degrees. That is
roughly a 2.5% decrease in operating temperatures.
Very few bikers would be opposed to increased horsepower with lower
operating temps, simply by switching over the lubricants.
With over a year of testing, we have found that AMSOIL products
continually outperform all other lubricants. AMSOIL provides improved
performance, increased fuel economy, lower oil consumption, and
significantly reduced engine wear in all operating conditions.
AMSOIL Boosts Bottom Line for
Grain Hauler
Burnell Keller of Castroville, Texas hauls a lot of
corn. Saving downtime and maintenance costs boost
his bottom line.
Since the 1960s, Keller Grain, Inc., at Castroville
has bought high quality white and yellow corn from
local farmers and trucked it to processing plants
across the state of Texas. "These trucks put on
about 12,000 miles a month," said Keller, the
company's owner.
He was running Exxon XD3-30 motor oil in his
Freightliner and changing it every 10,000 miles. He
heard AMSOIL products could cut his operating and
maintenance costs in half, provide better fuel
economy, easier starts and extended oil drains at
least three times longer than he was getting.
"We were fixing to extend the drain to 15,000
miles," Keller said. "But a sample of the Exxon
motor oil analyzed at 10,000 miles came back saying
the oil needed to be changed. I said, let's give
AMSOIL a whirl."
After an engine flush, Keller installed
AMSOIL
15W-40 Heavy Duty Diesel and Marine Oil in his
Freightliner, with more than 400,000 miles on the
engine.
"We did this procedure three times at a 15,000-mile
analysis and filter change only," Keller said. "Each
time the oil sample report came back saying the oil
was good for continued use."
After the third round of analysis, the oil was
changed. Keller plans to continue with 15,000-mile
analysis and filter changes and to continue to use
the same oil for an interval of 50,000 miles.
"That's about five times longer than before," Keller
said. "It's very good. Keller Grain is now convinced
that AMSOIL is a superior product and that anybody
can save money using AMSOIL products."
New Life for Dodge Ram
Preferred Customer Lyle Reinier from Mesa, Ariz. has
been using AMSOIL products for four years with complete satisfaction. He
said that when he started using them in his 2001 Dodge Ram they “changed
the way it ran.”
Now Reinier drives a 2004 Dodge Ram. He uses AMSOIL Synthetic 5W-30 in
the engine, AMSOIL Synthetic Universal Automatic Transmission Fluid
in
the transmission and 80W-140 Long Life Gear Lube.
“AMSOIL has given this truck life that it was hiding before,” said
Reinier. Reinier said the Ram now pulls stronger and runs smoother than
it did before. He made the switch to AMSOIL when the truck hit the
3,000-mile mark. “What comes as a surprise to me is that my Dodge dealer
had no problem doing a complete drain and fill with AMSOIL,” said
Reinier.
Reinier said the dealer removed all the Dodge transmission fluid and
refilled the truck with AMSOIL ATF. “Within a mile or two I could feel
the transmission was smoother and showed a difference in how it
performed,” said Reinier.
Reinier also uses AMSOIL in his dirt bikes. He and his wife have been
using AMSOIL 0W-40 Formula 4-Stroke since it was introduced. Within the
last year, Reinier performed a big bore and a valve job on their bikes
in search of more power.
“The insides of the cases, transmission gears and crank shafts were all
like brand-new,” said Reinier.
Reinier said the cylinder walls of each bike still
showed some cross hatching from the original bore. He also said the
bikes run quieter, smoother and cooler than they did before the switch
to AMSOIL. Both bikes have their original clutches and have logged over
4,000 trail miles.
Customer
Discovers a Burning Desire For AMSOIL
Dealer Mark Licht of Andover, N.J., was on a follow-up visit at Jimmy's
Service, Inc., of Hackettstown, N.J., when the integrity of AMSOIL ATF
was put to a new, on-the-spot test.
Licht showed shop owner Jimmy Naranjo several pieces of literature on
oil and ATF testing results. After listening to Licht talk about the
benefits of AMSOIL ATF, Naranjo turned to him and said, "You're full of
it."
Licht continued to explain all the features and benefits that
AMSOIL ATF
has to offer, but Naranjo interrupted and told him, "There is only one
way to prove this ATF is any good."
Naranjo went to his shelf and opened two brands of transmission fluid he
uses and poured some of each onto his metal workbench. The shop owner
than poured some AMSOIL ATF next to the other two brands. "I had no idea
what this guy was about to do," said Licht.
Naranjo then took out his torch and put the flame directly on the first
brand of transmission fluid he commonly used. After about 30 seconds the
little puddle of transmission fluid started smoking. Naranjo proceeded
to the second brand he stocked in his service shop and repeated the
process. After another 30 seconds, that brand of transmission fluid
began smoking badly.
"Now it's AMSOIL's turn and I must admit I thought my fluid was going to
smoke out just like the others with that direct flame," said Licht.
Naranjo held the flame on the AMSOIL ATF for over two and a half minutes
and there was absolutely no smoke.
"He quickly turned to me and said he'd take a 30-gallon and a 55-gallon
drum of the ATF," said Licht. "We couldn't believe our eyes!"
Now Jimmy's Service stocks the entire XL line of oils, all of the AMSOIL
25,000-mile oils, AMSOIL diesel oils and all of the AMSOIL diesel
additives. The shop also carries AMSOIL filters, 2-cycle oils, Power
Foam Engine Cleaner and Home Heating Fuel Extender.
CROSS COUNTRY TRIP PROVES AMSOIL PERFORMS
Owners of motorhomes, who often travel long distances, are particularly
concerned with finding ways to save on fuel costs.
A Texas man discovered AMSOIL motor oils and lubricants lived up to all
of his expectations in a journey from Texas to Alaska and back in 2004.
"I have a 1998 Dutch Star by Newmar 38-foot motorhome with a 300 horse
power Cat engine," said Shelby Rash, Richardson, Texas. "I also tow a
car behind." Throughout 2003,
Rash averaged 7.1 miles per gallon.
"I use AMSOIL products and believe in them," Rash said.
He took AMSOIL 15W-40 Heavy Duty Diesel and Marine Oil,
an AMSOIL oil
filter, Torque-Drive Synthetic Automatic Transmission Fluid,
AMSOIL
75W-90 Synthetic Gear Lube, AMSOIL Universal Automatic Transmission
Fluid, for power steering/hydraulics, and the AMSOIL Synthetic
Multi-Purpose Grease to a shop in Dallas in January 2004.
"They installed AMSOIL in everything, including the grease fittings,"
Rash said. "I installed a new AMSOIL air filter and oiled the front wet
axles myself. I filled up with diesel and added AMSOIL Cetane Boost and
Diesel Fuel Additive to the tank, as well."
Then Rash took his four-month, 11,000-mile trip.
"I used the two additives each time I filled," he said. "I also attended
two RV rallies where I 'dry-camped with a generator' for a total of 10
days during this time." The only thing he did was change the oil filter
during that time.
"I averaged 8.6 mpg since January 2004 for these 11,000 miles," Rash
said. "This sure helped with the high fuel prices. Just by changing to
AMSOIL I averaged 1.5 mpg better.
"Is AMSOIL worth a try? I think so."
Performance Oil Technology, L.L.C. 888-879-1362
Distribution Centers Throughout North America
Largest
AMSOIL
Group in the U.S.
Dave Mann Makes AMSOIL History
View the Action News article, Dave Mann Makes AMSOIL History
Again with 7th Star
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