the President's Desk
want to take this opportunity to congratulate and thank all
our Dealers for helping make 2002 such a resounding success
for all of us. We provided new products, new services, new opportunities
and new sales tools. You established new sales and recruiting
records. Together we made the past year the best in the history
of this company. That's not only something we can all take pride
in, it's something that those of you who made it happen can
take it to the bank!
As we begin this new year, we need to remind ourselves that
we have really not even scratched the surface of our opportunities
in this business. I mean it! Yes, we are seeing more and more
people asking for our products. And yes, the AMSOIL name is
more readily recognized today than any time in the past. But
we have a long way to go!
Our biggest marketing impact in recent years has been in the
high performance markets, where our products have always shined.
This included all facets of motor sports including racers, racing
enthusiasts, motorcyclists, snowmobilers, off-road ATV riders,
wherever high performance is demanded and appreciated. That's
one area where our racing sponsorships pay off, and the message
carries over to the average motorist, as well. If our products
are good enough for professional racers, they are definitely
good enough for everyday use. But like I said, we have a long
way to go and a lot of unfulfilled opportunities out there.
It would be interesting to stand on a street corner watching
all the cars and trucks go by and know many were using AMSOIL
lubricants. Obviously, we can't do that, but when you think
about it, you must agree, the overwhelming majority of these
motorists are not using our products! Most of them would, if
they only knew the facts, but they just don't know how much
better our lubricants are. We've got to do a better job of educating
them! We've got to tell and sell. Tell the AMSOIL story and
sell the products.
So how do we tell the AMSOIL story? When I think of the AMSOIL
story I think of the word, "Before"...
- Before AMSOIL, there was no API rated synthetic
- Before other oil companies "discovered"
synthetic motor oil, AMSOIL already had the first motor oils
on the market for years.
- Before "fill for life" became
an industry buzzword, AMSOIL was filling for life.
- Before specification GM4718M for General
Motors synthetic factory fill was required, AMSOIL was already
meeting the spec and making the grade.
- Before OEM's began extending drain intervals,
AMSOIL was extending automotive drains to 25,000 miles and
over-the-road diesels to many tens of thousands of miles.
- Before the other oil manufacturers were
even concerned with volatility, AMSOIL was using and passing
the NOACK Volatility Test to insure the highest quality, longest
lasting motor oils. (AMSOIL had the first NOACK test equipment
in the U.S.)
- Before improving engine performance was
considered a goal of other motor oil companies, it had been
an accomplished fact with AMSOIL for many years.
- Before auto makers periodically increased
the demands on motor oils, AMSOIL was meeting and exceeding
those demands without reformulating.
- Before the rest of the industry understands
what the lubrication performance challenges of today are,
AMSOIL has already met those challenges. From the introduction
of its first synthetic motor oil, AMSOIL has made it necessary
for other oil companies to improve their products or fall
That's the AMSOIL story! And that's the way I like to tell
Together, let's make 2003 another banner year for our business.
Let's take advantage of all the unfulfilled opportunities of
a market so huge, ten years from now, it will still represent
a ground floor opportunity. Let's enthusiastically sell the
many advantages our products provide, knowing the customers
who buy them will always get more than their money's worth.
Let's enthusiastically sponsor new Dealers with the knowledge
that what we offer is truly a great opportunity for anyone who
wants to succeed and is willing to work.
And in this 30th year of AMSOIL, let's all join together in
July for the biggest and best anniversary celebration ever.
We have a lot to celebrate and I expect to see you there!
||A.J. "Al" Amatuzio
President and CEO, AMSOIL, INC.