Amsoil synthetic motor oil for over 30 years

Amsoil - The first company to come out with synthetic oil for automobiles before Mobil, Royal Purple or Castrol

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The dependency on foreign oil stops RIGHT HERE. Amsoil products are 100% made in the USA.

Interstate Battery System of Detroit very satisfied with the results of Amsoil in their fleet!

Amsoil Corporate page


From the President's Desk

A.J. "Al" AmatuzioI 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 motor oil.
  • 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 behind.

That's the AMSOIL story! And that's the way I like to tell it.

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.


AMSOIL Corporate offices
AMSOIL Corporate Offices in Superior, Wisconsin

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