Amsoil

Last updated
AMSOIL INC.
Company typePrivate
IndustryOil and chemical
GenreAutomotive service
FoundedMay 23, 1969;54 years ago (1969-05-23) (as Life-Lube, Inc.)
FounderAlbert J. Amatuzio
Headquarters
Superior, Wisconsin
,
U.S.
Area served
Worldwide
Key people
Alan Amatuzio (Chairman & CEO), Bhadresh Sutaria (President)
Products Synthetic lubricants, synthetic grease, oil filters, nutritional products
OwnerAlan Amatuzio
Number of employees
315
Divisions ALTRUM - Health Division
Website www.amsoil.com

AMSOIL Inc. is an American corporation based in Superior, Wisconsin that primarily formulates and packages synthetic lubricants, fuel additives, and filters. Company founder Albert J. Amatuzio developed several synthetic motor oil formulations throughout the mid-to-late 1960s. He was commercially selling synthetic motor oil by 1968. In 1972, AMSOIL 10W-40 Synthetic Motor Oil became the world's first synthetic motor oil to meet American Petroleum Institute requirements, [1] which prompted the company to adopt "The First in Synthetics®" as its tagline. The company introduced several other synthetic lubricants that represented industry firsts throughout the 1970s and early 1980s. [1] It distributes products in North America via a network of independent dealers paid commissions on sales.

Contents

History

Albert J. Amatuzio founded AMSOIL Inc. while serving as Squadron Commander of the Duluth, Minn. Air National Guard. Amatuzio was born May 6, 1924, to Italian immigrants in Duluth, Minn. Following high school in 1942, he attended Naval Air Corps training before the Navy closed the program. Amatuzio joined the Merchant Marine prior to joining the Air Force after World War II. He flew the F80 Shooting Star, America's first operational jet fighter. He returned to Duluth to run the family business after his mother had taken ill. In Duluth, Amatuzio joined the Air National Guard. During his fighter-pilot career, Amatuzio won the William Tell Air-to-Air Shootout Competition and the Earl T. Rick Competitive Shootout.

Life-Lube, Inc. certificate of incorporation from the Minnesota Department of State. Life Lube Inc Certificate.gif
Life-Lube, Inc. certificate of incorporation from the Minnesota Department of State.

Life-Lube, Inc.

During his time as a pilot, Amatuzio began researching synthetic engine oils. Synthetic lubricants were used exclusively in jet engines due to the increased heat and stress of supersonic flight, and Amatuzio sought to apply the benefits of synthetic oil to automotive engines. He developed several different synthetic motor oil formulations and was commercially selling synthetic motor oil for automotive use by 1968. On May 23, 1969, he incorporated "Life-Lube, Inc.," through the Minnesota Department of State. By 1970, Amatuzio had renamed his company "AMZOIL," which he later changed to "AMSOIL."

API certification and network marketing

AMSOIL 10W-40 Synthetic Motor Oil became the first synthetic motor oil in the world to meet American Petroleum Institute (API) service requirements in 1972. [2] [1] The company created its tagline, "The First in Synthetics®," to acknowledge the achievement.

Newspaper ad showing that AMSOIL synthetic motor was commercially available by 1968. 1968 AMSOIL Ad.gif
Newspaper ad showing that AMSOIL synthetic motor was commercially available by 1968.

Due to widespread unawareness of synthetic motor oil and consequent slow sales, Amatuzio started the North American AMSOIL Dealer network in 1973. Using network marketing instead of traditional retail sales, AMSOIL Dealers were able to communicate the product's benefits compared to conventional motor oil directly to motorists, helping the company grow. [3]

Recent history

In 1994, Amatuzio was inducted into the Lubricants World Hall of Fame. [4] Into the 2000s, AMSOIL developed nanofiber materials to be used in oil filters for increased filtration and durability. [5] Nanofiber materials were also developed for air filters, resulting with better performance than traditional cellulose fiber filters. [6] AMSOIL has also developed gear oil for wind turbines, with sale trends increasing through the late 2010s during the increase of renewable energy investments. [7]

Amatuzio died on April 1, 2017. [8] [9] Today, Amatuzio's son, Alan Amatuzio, serves as AMSOIL Chairman & CEO. [10]

AMSOIL divisions

North American dealer

AMSOIL products are distributed in North America via a network of independent AMSOIL Dealers. They are independent business people and not AMSOIL employees. Dealers earn commissions through a Multi-level marketing (MLM) business model. They also can earn retail profit selling AMSOIL products directly to end-users, such as individual motorists, professional landscapers, truck drivers, and delivery fleets. AMSOIL Dealers also establish retail businesses, such as auto parts stores, repair shops, and oil-change facilities, as retail accounts, where customers can buy AMSOIL products. [11]

Wind-Power companies

AMSOIL formulates synthetic lubricants for industrial wind turbines. It sells products directly to companies that manufacture wind-turbine components as well as companies that operate wind-turbine farms throughout the world.

International sales

AMSOIL products are sold in more than 60 countries via International Distributors. [12]

Technical sales

AMSOIL sells lubricants directly to original equipment manufacturers and large commercial and industrial customers via its Technical Sales division.

Sponsorships

AMSOIL sponsors several motorsports events, race series, motorcycle rallies, professional drivers, and other influencers. Examples include the USAC Amsoil National Sprint Car Series, Sturgis Motorcycle Rally, [13] Championship Off-Road, the Ultimate Callout Challenge, [14] Team O’Neil Rally School, [15] off-road driver Bryce Menzies [16] and many others. AMSOIL also has the naming rights to an ice hockey venue in Duluth, Minnesota, named AMSOIL Arena. [17]

Product line

AMSOIL manufactures and distributes hundreds of different synthetic lubricants, filters, fuel additives and other products. Typical applications include passenger cars and trucks, heavy-duty equipment, wind turbines, hydraulic applications, motorcycles, marine motors, dirt bikes, snowmobiles, lawnmowers, chainsaws, and other internal-combustion engines.

National and grassroots advertising

AMSOIL advertises nationally via television, print, and digital mediums on behalf of its North American Dealer network. Dealers and international Distributors also coordinate and execute their own local advertising campaigns to benefit their individual businesses.

Certifications and licenses

Related Research Articles

A lubricant is a substance that helps to reduce friction between surfaces in mutual contact, which ultimately reduces the heat generated when the surfaces move. It may also have the function of transmitting forces, transporting foreign particles, or heating or cooling the surfaces. The property of reducing friction is known as lubricity.

An air-start system is a power source used to provide the initial rotation to start large diesel engines and gas turbines.

<span class="mw-page-title-main">Motor oil</span> Lubricant used for lubrication of internal combustion engines

Motor oil, engine oil, or engine lubricant is any one of various substances used for the lubrication of internal combustion engines. They typically consist of base oils enhanced with various additives, particularly antiwear additives, detergents, dispersants, and, for multi-grade oils, viscosity index improvers. The main function of motor oil is to reduce friction and wear on moving parts and to clean the engine from sludge and varnish (detergents). It also neutralizes acids that originate from fuel and from oxidation of the lubricant (detergents), improves the sealing of piston rings, and cools the engine by carrying heat away from moving parts.

<span class="mw-page-title-main">Bearing (mechanical)</span> Mechanism to constrain relative movement to the desired motion and reduce friction

A bearing is a machine element that constrains relative motion to only the desired motion and reduces friction between moving parts. The design of the bearing may, for example, provide for free linear movement of the moving part or for free rotation around a fixed axis; or, it may prevent a motion by controlling the vectors of normal forces that bear on the moving parts. Most bearings facilitate the desired motion by minimizing friction. Bearings are classified broadly according to the type of operation, the motions allowed, or the directions of the loads (forces) applied to the parts.

<span class="mw-page-title-main">Hydraulic fluid</span> Medium to transfer power in hydraulic machinery

A hydraulic fluid or hydraulic liquid is the medium by which power is transferred in hydraulic machinery. Common hydraulic fluids are based on mineral oil or water. Examples of equipment that might use hydraulic fluids are excavators and backhoes, hydraulic brakes, power steering systems, automatic transmissions, garbage trucks, aircraft flight control systems, lifts, and industrial machinery.

<span class="mw-page-title-main">Synthetic oil</span> Lubricant consisting of artificially made chemical compounds

Synthetic oil is a lubricant consisting of chemical compounds that are artificially modified or synthesised. Synthetic lubricants can be manufactured using chemically modified petroleum components rather than whole crude oil, but can also be synthesized from other raw materials. The base material, however, is still overwhelmingly crude oil that is distilled and then modified physically and chemically. The actual synthesis process and composition of additives is generally a commercial trade secret and will vary among producers.

<span class="mw-page-title-main">Compressed-air vehicle</span> Car that uses pneumatic motors

A compressed-air vehicle (CAV) is a transport mechanism fueled by tanks of pressurized atmospheric gas and propelled by the release and expansion of the gas within a pneumatic motor.

<span class="mw-page-title-main">Mobil 1</span> Brand of synthetic motor oil

Mobil 1 is a brand of synthetic motor oil and other automotive lubrication products. Originally developed by the Mobil oil company, it is now globally marketed and sold by ExxonMobil.

<span class="mw-page-title-main">Two-stroke oil</span> Type of motor oil

Two-stroke oil is a special type of motor oil intended for use in crankcase compression two-stroke engines, typical of small gasoline-powered engines.

K&N Engineering, Inc. is a manufacturer of air filters, cold air intake systems, oil filters, performance parts, and other related products. K&N manufactures over 12,000 parts for various makes and models of cars, trucks, SUVs, motorcycles, ATVs, industrial applications and more. Founded in the USA in 1969, K&N is headquartered in Riverside, California, in a complex of 10 buildings comprising nearly 400,000 square feet. K&N also operates facilities in England, The Netherlands, and China. K&N is owned by Mickey Rourke.

<span class="mw-page-title-main">Mohawk Innovative Technology</span>

Mohawk Innovative Technology, Inc. is an American product and research and development technology company that develops oil-free foil bearings, magnetic bearings and non-contacting foil seals for high-speed rotating machinery, such as gas turbine engines, turbochargers, compressors, cryogenic pumps, variable high-speed motors/generators and machines.

<span class="mw-page-title-main">Oil filter</span> Filter designed to remove contaminants from oil

An oil filter is a filter designed to remove contaminants from engine oil, transmission oil, lubricating oil, or hydraulic oil. Their chief use is in internal-combustion engines for motor vehicles, powered aircraft, railway locomotives, ships and boats, and static engines such as generators and pumps. Other vehicle hydraulic systems, such as those in automatic transmissions and power steering, are often equipped with an oil filter. Gas turbine engines, such as those on jet aircraft, also require the use of oil filters. Oil filters are used in many different types of hydraulic machinery. The oil industry itself employs filters for oil production, oil pumping, and oil recycling. Modern engine oil filters tend to be "full-flow" (inline) or "bypass".

<span class="mw-page-title-main">Royal Purple (lubricant manufacturer)</span> American manufacturer of lubricants

Royal Purple is an American manufacturer which produces lubricants for automotive, industrial, marine, and racing use. It is known primarily for its line of synthetic Royal Purple Motor Oil products used in gasoline and diesel engines. They also produce other fluids including gear oil, transmission fluid, power steering fluid and industrial gear, bearing, engine, and hydraulic oil. Other products include chassis and bearing grease, lubricant aerosol, aerosol chain lubricant, and firearm lubricant.

Red Line Synthetic Oil is a manufacturer of synthetic lubricants based in Benicia, California, in the United States. The company operates as a subsidiary of Phillips 66 Spectrum Corporation.

Motul S.A. is a global French company which manufactures, develops and distributes lubricants and other specialized products for engines and for industry.

<span class="mw-page-title-main">Shell Rotella</span> Brand of heavy-duty engine lubricant

Shell Rotella is a line of heavy-duty engine lubrication products produced by Shell plc. The line includes engine oils, gear oils and coolants. The oil carries both the American Petroleum Institute (API) diesel "C" rating as well as the API gasoline engine "S" rating. Ratings differ based on the oil. Rotella oils, like the T3 15W-40, meet both the API CJ-4 and SM specifications, and may be used in both gasoline and diesel engines. However, it is formulated specifically for vehicles without catalytic converters, containing phosphorus levels beyond the 600–800 ppm range. Therefore, Rotella is not recommended for gasoline vehicles with catalytic converters due to the higher risk of damaging these emission controls. Newer formulations of Rotella T6 however are API SM rated as safe for pre-2011 gasoline vehicles.

Oil additives are chemical compounds that improve the lubricant performance of base oil. The manufacturer of many different oils can utilize the same base stock for each formulation and can choose different additives for each specific application. Additives comprise up to 5% by weight of some oils.

<span class="mw-page-title-main">Nye Lubricants</span> Manufacturer of industrial lubricants

Nye Lubricants, Inc. is a manufacturer of industrial lubricants. It formulates, manufactures, and sells synthetic lubricants, thermal coupling compounds, index-matching optical gels, and fluids. Nye supplies the automotive, computer printer, disc drive, mobile appliance, aerospace, defense, and HB-LED OEM markets. The company also manufactures industrial maintenance lubricants for incidental food contact, high temperature, and other extreme environments.

<span class="mw-page-title-main">Internal combustion engine</span> Engine in which the combustion of a fuel occurs with an oxidizer in a combustion chamber

An internal combustion engine is a heat engine in which the combustion of a fuel occurs with an oxidizer in a combustion chamber that is an integral part of the working fluid flow circuit. In an internal combustion engine, the expansion of the high-temperature and high-pressure gases produced by combustion applies direct force to some component of the engine. The force is typically applied to pistons, turbine blades, a rotor, or a nozzle. This force moves the component over a distance, transforming chemical energy into kinetic energy which is used to propel, move or power whatever the engine is attached to.

<span class="mw-page-title-main">Splash lubrication</span> Form of lubrication found in early engines

Splash lubrication is a rudimentary form of lubrication found in early engines. Such engines could be external combustion engines, or internal combustion engines.

References

  1. 1 2 3 "The AMSOIL Story | AMSOIL Synthetic Motor Oils". www.amsoil.com. Retrieved 2019-11-21.
  2. ↑ Zabawski, Evan (February 2014). "Milestone Firsts". Tribology & Lubrication Technology. 70 (2): 6.
  3. ↑ "Why Is AMSOIL Not Sold in Stores – AMSOIL Synthetic Lubricants". www.amsoil.com. Retrieved 2019-11-21.
  4. ↑ "The AMSOIL Story | AMSOIL Synthetic Motor Oils". www.amsoil.com. Retrieved 2019-11-21.
  5. ↑ Canter, Neil (June 2006). "Nanofiber-based oil filters for diesel engines". Tribology & Lubrication Technology. 62 (6): 19–21.
  6. ↑ Invernizzi, Noela; Foladori, Guillermo (2012). "Implicaciones de las nanotecnologías en el empleo". Sociologia y Tecnociencia (in Spanish). 2 (1). Palencia: University of Valladolid: 16–32.
  7. ↑ "Global Wind Turbine Gear Oil Market 2017-2021 with AMSOIL, Castrol, Chevron, ExxonMobil, Klber Lubrication & Shell Dominating - Research and Markets". Business Wire . 2017-09-18. Retrieved 2022-06-18.
  8. ↑ "ALBERT J. AMATUZIO". Duluth News Tribune. Retrieved 8 August 2017.
  9. ↑ "Memorial Page for Albert J. Amatuzio". Doherty Funeral Home Duluth. Retrieved 8 August 2017.
  10. ↑ "Alan Amatuzio | Chairman & CEO, AMSOIL INC". AMSOIL INC. March 22, 2023. Retrieved March 22, 2023.
  11. ↑ "Become an AMSOIL Dealer". AMSOIL. Retrieved 2019-11-21.
  12. ↑ "AMSOIL International - Synthetic Oil, Lubricants, Oil Filters, and Greases". www.amsoil.com. Retrieved 2019-11-21.
  13. ↑ "Sturgis Motorcycle Rally 2020 - Concerts, Music Festival". sturgismotorcyclerally.com. Retrieved 2019-11-21.
  14. ↑ "Ultimate Callout Challenge – Ultimate Callout Challenge" . Retrieved 2019-11-21.
  15. ↑ "Team O'Neil". Team O'Neil Rally School. Retrieved 2019-11-21.
  16. ↑ "Menzies Motorsports – Off Road Racing". www.menziesmotorsports.com. Retrieved 2019-11-21.
  17. ↑ Kuchera, Steve (12 May 2010). "New DECC rink is Amsoil Arena". Duluth News Tribune. Retrieved 21 February 2017.
  18. ↑ "NSF-ISR ISO 9001:2015 Certification" (PDF).
  19. ↑ "NSF-ISR ISO 14001:2015 Certification" (PDF).
  20. ↑ "API EOLCS | Company Information - AMSOIL INC". Archived from the original on 2013-03-11. Retrieved 2013-02-15.


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