Amsoil

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Amsoil Inc. is a corporation based in Superior, Wisconsin that primarily formulates and packages synthetic lubricants and filters. The company's advertising slogan is The First in Synthetics[1].

Contents

[edit] History

The true history of AMSOIL INC. and its products is well-documented. Founder and CEO Al Amatuzio witnessed the extraordinary benefits of the synthetic lubricants that protected the engines of the jets he flew in his 25 years as an award-winning jet fighter pilot. Recognizing that these same benefits would prove invaluable in internal combustion engines, he began conducting serious research in 1963. By 1966 he had formulated a synthetic motor oil and put it to use in vehicles in northern Minnesota. Throughout the late 1960’s, Amatuzio continued his research and development and sold commercially available synthetic oils under a variety of names. In 1970 he incorporated his own name into a commercially sold product called AMMOIL. In 1971 this product name was changed to AMZOIL and it continued to be sold commercially. The true milestone came in 1972 when AMZOIL became the first synthetic motor oil in the world to meet American Petroleum Institute (API) criteria. The new lubricant performed like no other before it. When the first can of AMZOIL 10W-40 appeared on the market in 1972, it signaled the birth of an entire industry. Shortly thereafter, AMZOIL became AMSOIL and the company’s products went on to expand the boundaries of lubrication science and redefine the performance possibilities of modern machinery and engines.

Amsoil was -[citation needed]

  1. First to develop an API-rated 100 percent synthetic motor oil in the US.
  2. First to introduce the concept of "extended drain intervals" in the US with a recommended 25,000-mile/1-year drain interval.
  3. First U.S. company to utilize the NOACK volatility test as a standard of performance excellence.
  4. First to produce synthetic motor oils for diesel engines, racing engines, turbo and marine engines.
  5. First to introduce synthetic oils that legitimately contribute to improving fuel efficiency.
  6. First to manufacture synthetic gear lube for automotive use.
  7. First to manufacture a 100:1 pre-mix synthetic 2-cycle oil.
  8. First to manufacture a synthetic automatic transmission fluid for automotive use.

[edit] Corporate structure

Amsoil markets their products through a Multi-Level Marketing (MLM) network of Dealers who sell to defined customer types known as wholesale customers, retail accounts and commercial accounts.

Amsoil also wholly owns and manages a MLM subsidiary called Altrum, which markets multivitamins, water filters, cleaning products and gardening fertilizer.[2]

[edit] Amsoil defined MLM customer categories

[edit] Dealer

An Independent Dealer sells products to customers. A Dealer, as with all of the following accounts, must be sponsored by another Dealer. The sponsoring Dealer receives a commission from sales of his sponsored Dealers and accounts. Since there are no territories to restrict Independent Dealers operations, it is imperative Dealers do not interfere with relationships established by other dealers.

[edit] Preferred Customers

A Preferred Customer (PC) is someone who wants to purchase Amsoil products at Dealer price, but is not interested in reselling Amsoil products or sponsoring other accounts. An upgrade for a nominal fee and submitting signed documents can be initiated that will facilitate subscribing new accounts.

[edit] Retail accounts

Retail-On-The-Shelf Accounts (ROTS) are physical retail outlets such as an independent parts store, repair shop, or oil change shop that carry and retail Amsoil products. These establishments must be sponsored by a dealer as the dealer gets a commission on everything the ROTS account purchases.

[edit] Commercial accounts

Commercial accounts (CAs) are for business that wish to be an end-user of Amsoil products. Commercial accounts get a wholesale discount, much like PCs and ROTS, however, CAs are not authorized to resell Amsoil products.

[edit] Catalog customers

"Catalog customers" (CRs) is the term used to any individual customers that pay full retail price for Amsoil products. These customers can be serviced through a local dealer and physically receive the product from them. Or, this customer can order through Amsoil directly and be assigned a local dealer in which that dealer gets commission for that customer's order.

[edit] Distribution

Amsoil manufactures its products in Superior, Wisconsin and then ships these products to their various regional distribution centers. Once at the product distribution centers, the products are stored until they are ordered. Once ordered, the items are "drop shipped" directly to customers.

[edit] Products

Amsoil formulates and distributes the following products:

[edit] Industry Approved Lists, Certifications & Licenses

NSF-ISR ISO 9001:2000 Certification
Detroit Diesel Power Guard 93K214
Mack EO-N Premium Plus
API license

[edit] Controversy

  • Amsoil does not submit any of its products for ACEA certification.
  • Another common misconception is that motor oils must be

API certified in order to meet warranty requirements. The fact is, lubricants are not required to be certified by the API, only meet or exceed API specifications. An API license indicates that a specific motor oil formulation has passed the minimum performance standards as defined by a series of laboratory bench tests that include physical, chemical and engine tests. API licensing was originally developed for mineral- based oils. Petroleum motor oil companies can take advantage of the convenience and flexibility associated with base stock interchange, which allows them to buy petroleum base stocks from any number of suppliers without being required to re-test and re-certify their products. This ensures adequate supply and competitive pricing. Most synthetic base stocks, on the other hand, are supplier specific and base stock interchange is not allowed. If, for instance, if AMSOIL wanted to blend an API-approved motor oil using the same type of base stock from a different supplier, the oil would have to be re-tested and re-certified. An example of its quality is: " AMSOIL Synthetic 5W-30 Motor Oil is recommended for gasoline engines, diesel engines (API CF, ACEA B5) and other applications requiring any of the listed worldwide specifications:

   * API SM/CF, SL, SJ ...
   * ILSAC GF-4, 3 ...
   * ACEA A5/B5-04
   * JASO VTW
   * GM 4718M, 6094M
   * Ford WSS M2C929-A
   * Daimler Chrysler MS-6395N
   * VW 503.00

[edit] References

  1. ^ synthetic oil
  2. ^ Altrium Website

[edit] External links