Synthetic Motor Oil Skepticism

Amsoil Executives Alan and A.J. Amatuzio plus Dean Alexander
Amsoil Executives Alan and A.J. Amatuzio plus Dean AlexanderAmatuzio Alexander
There isn't any doubt that any Merchant that is operating their Amsoil company for virtually any period of time is faced with one of many synthetic motor oil questions you'll notice on pages 10 and 11. And although it's a fact that lots of those concerns area not as often now, we hear them nevertheless. The skeptics remain caught within their ways, and whatever the actual facts, they decide to stay uninformed, regardless of the depth of advice available to them. Even some reliable mechanics and installers maintain their heads within the sand once the conversation turns to synthetic motor oil. All these are many of exactly the exact same individuals who cling to the 3,000mile drain interval myth.

The good thing, of course, is the amount of skeptics has decreased dramatically, along with the absurdity of their claims is nothing close to what it used to be. To say he was mad is an understatement. In the end, when he ceased for a breath, I asked a simple question. “Why do you assume,” I said, “that just one of your lifters was damaged? Apparently, that's a fairly smart motor oil to pick on only one lifter.” The man ultimately brought the automobile to the Buick garage, and they found that a bent push-rod had caused the difficulty. He called me back to apologize. I expect he is still using Amsoil.

Another customer called and complained to me immediately the polarity of our oil caused his radio to neglect. Imagine that. That's some strong motor oil. You get the idea. There was a time when faux motor oil was viewed with extreme skepticism. Our Dealers had a massive hill to climb, as well as their effort had great impact on training the people. The demand for synthetic motor oil began to grow.

I felt differently, although a lot of Merchants feared that having a second synthetic oil now inside the game, our sales would endure. I understood that Mobil's near limitless advertisements budget would work within our favor. And they spent millions teaching the people, as it turned out, and our sales grew.

Another critical landmark came in 1991 when GM stopped sales of its Corvette ZR-1. The temperature had dipped below freezing and, at start up, difficult-to-pump motor oil failed to get to the front camshaft bearings. The engines were ruined by lack of lubrication. General Motors responded by requiring using synthetic oil within the Corvette. It was the first time an American car manufacturer had demanded, not merely recommended, using as a factory-fill synthetic oil.

Consumer awareness is at a high, and the need for synthetic oil continues to mount. Additional growth is anticipated in the light car marketplace, with a powerful drive in the medium and heavy-duty truck markets. Hydraulic oils and transmission fluids are also anticipated to grow in demand.

There are tendencies working in our favor to explain off synthetic motor oil skepticism. Motorists are keeping their vehicles more. They're putting tens of thousands of more miles on the vehicles they now possess. Which means thousands of more dollars are being spent on care.

As this trend continues, we'll find demand for our products increase and chances for our Dealers grow. As the leader in technology our well earned position is also working in our favor as motorists continue to go beyond the 3,000-mile oil change. Presently, the typical oil change interval is close to 4,800 miles, and motorists will look to Amsoil, as auto manufacturers continue to recommend longer drains.

As soon as it's a fact that consumers are currently much more knowledgeable as well as the need for synthetic lubricants is really on the upswing, we still have work to complete. And that work won't be done until each and every skeptic has had the chance to discover all of the facts directly from an Amsoil Dealer.

A.J. “Al” Amatuzio
President and CEO, AMSOIL INC.

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