From AMSOIL Chairman Alan Amatuzio

From the Chairman - November 2025

One of our largest suppliers recently visited AMSOIL headquarters in Superior. We discussed our history together and what our future relationship looks like, and I provided a tour of the AMSOIL Center for our guests. One of them mentioned that she saw a comment from one of our customers on a social media post that read, "The second you all go corporate with a board and that investor bs, I'm done. That's when profit beats out quality. Right now, you all are the best. Please keep it that way." Our visitor was really struck by that comment and the implications it carries. It helped her realize that AMSOIL customers are different than the average oil consumer, and that we have a special relationship with them. As I explained to her, that's because we prioritize the customer. Profits are just our scorekeeper. If profits go down, it's because we're not putting the customer first. If they go up, it's because we're doing a good job of focusing on the right things.

AMSOIL will always put the customer first. Customer satisfaction is one of our core values and it is something we discuss daily – put the customer first. Customer satisfaction matters more than a sale. It's even part of our tagline. Of all the major things that could affect our business – natural disasters, major shifts in consumer preferences, supply-chain challenges, etc. – customer satisfaction is what keeps me up at night. It is not just business to me, it is personal. AMSOIL is part of my identity, the company name is derived from my last name. I grew up with the business. I watched my father fight to build this company and pour everything he had into its success. For those reasons and more, I will do whatever I can to protect and enhance our reputation. You can rest assured our competitors have no one at the helm with the same devotion to quality and customer satisfaction.

A good reputation is difficult to earn, but it's really easy to lose. Companies earn a great reputation and grow it by making the best products, delivering on time, having quality packaging and being extremely responsive. You play an important role in upholding our reputation. Communicating messages consistent with ours, upholding our brand values, being knowledgeable, fulfilling your obligations to your customers, engaging people in a positive manner and doing what you say you will do boosts our reputation. Making inflammatory or divisive comments online, not being up to speed on AMSOIL products and programs or failing to fulfill your obligations to customers will damage our reputation.

We will continue pouring everything we have into earning customer trust and loyalty. As we look toward the future, I am counting on you to help us carry this legacy forward.

Alan Amatuzio
Chairman & CEO

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