AMSOIL History

The History Behind the Best Motor Oil Brand on the Market – How an American Company that Started in a Garage Became First in History, First in Quality

About the Owner

During his 25 years as a jet fighter pilot, Al Amatuzio (hence the name “AMSOIL”), recognized synthetic lubricant’s ability to stand up to the demanding operating conditions and temperature extremes jet engines encounter. He realized that cars, trucks and other internal combustion engines could benefit from the same protection that synthetic lubrication provided to the engines of the jets he flew. This was the start of the history behind the best motor oil brand on the market, AMSOIL.

In the mid-1960’s, Al Amatuzio began his quest to develop a synthetic motor oil for cars, trucks, and other internal combustion engines. After an intense period of research and development, he assembled a team of chemists and directed the formulation of the first synthetic motor oil in the world to meet American Petroleum Institute (API) service requirements in 1972.

AMSOIL synthetic motor oil performed like no other before it, outperforming conventional petroleum motor oils on all counts. From the start it became apparent that this innovative product would play a role in engine performance and engine life, and in 1994 Lt. Col. Albert J. Amatuzio was inducted into the Lubricants World Hall of Fame for his pioneering work in the development of synthetic motor oil!

AMSOIL Founder Al "AJ" Amatuzio and Family — Left to Right: Dean Alexander, Albert J. Amatuzio, Alan Amatuzio

Al Amatuzio started the company in his American home, with his garage as the warehouse. Today, AMSOIL operates a total of nearly 700,000 square feet including one of the most modern, clean, well-equipped and well-engineered lubricant blending and packaging plants in the USA, the AMSOIL Center. The introduction of AMSOIL synthetic motor oil set new standards for motor oil quality and the rest is history.

About the Company

The AMSOIL Building located in Superior, WI

AMSOIL’s corporate headquarters, manufacturing plants and main distribution center, located in Superior, Wisconsin, USA, boasts state-of-the art equipment and specialists in every facet of lubricant technology. In addition, AMSOIL has several distribution centers located throughout North America and the world to keep pace with the increasing demand for AMSOIL products. These facilities cover a total of nearly 700,000 square feet. The AMSOIL administrative functions are centrally located and outfitted with the latest in communications and information processing equipment. The entire complex is staffed by approximately 300 employees.

The state-of-the-art lubricant production plant contains materials blending and bulk storage facilities, as well as high-speed bottling lines and packaging equipment. The main warehouse serves as the hub of a global distribution network; bottles, cases, drums and totes bearing the AMSOIL label are shipped worldwide. Capacity is geared to meet projected market demands decades away!

About the Product

At AMSOIL, every new additive, chemical and base stock that shows the slightest glimmer of potential are investigated. While the competition is making good synthetic-based oils, AMSOIL makes the best synthetic motor oil. That’s because the competition is using formulas that AMSOIL left behind many years ago in favor of newer, more advanced chemistries.

Al Amatuzio insists on continuous product development and improvement. And no one in this industry has the reputation for quality that AMSOIL holds. Al Amatuzio believes that it pays to add high-quality, long-life additives to high-quality, long-life synthetic basestocks. It pays in fewer oil changes and less waste oil and fewer empty oil containers to dispose of. AMSOIL’s Full Synthetic Motor Oils provide a longer service life than any other motor oil on the market, saving customers time and money

Why AMSOIL is the Best Motor Oil – In His Own Words

“I am a person who believes it is very important to maintain a good reputation, both personally and professionally. My philosophy is to always try to be the best. I strived to be the best fighter pilot, the best squadron commander, and the best businessman I could be. The products we make here at AMSOIL reflect that philosophy.” ~ A.J. “Al” Amatuzio, President and CEO, AMSOIL, Inc.

“The lubrication industry has seen major changes since I introduced the first synthetic motor oil back in 1972, but the one thing that has not changed is the quality and performance engineered into all AMSOIL lubricants. It’s no accident that automotive oil drain intervals were pegged at 2,000 miles back then. That was an accurate reflection of the quality of the motor oils being used then. Running longer between changes with those oils would have resulted in sludge and deposit build up that could shorten the life of an engine. That’s why my oil’s 25,000-mile or one-year drain interval recommendation shook up the industry and caused so much controversy. Running any motor oil that long was unheard of! “But that was then and this is now. Much has changed since then and I have been told that AMSOIL synthetic lubricants drove much of that change. Today’s motor oils are unquestionably better than they were in the ’70s, but then, so are AMSOIL Motor Oils. Our products continue to outperform the competition. We test against them all the time to prove it and we publish the results. How many other oil companies do you see publishing tests that show they beat our product’s performance?” ~ A.J. “Al” Amatuzio, President and CEO, AMSOIL, Inc.

“AMSOIL lubricants and automotive products deliver higher value for the money. It’s true that petroleum lubricants and conventional filters are priced less initially, but they eventually cost motorists much more than if they bought the higher quality AMSOIL products to begin with. The same is true when comparing other synthetic motor oils to AMSOIL. Not only are our lubricants proven better in comparison testing, but unlike most of the other synthetic oils, they are engineered for extended drain intervals. That means that, even though all synthetic oil prices are fairly close, a motorist only has to buy AMSOIL motor oil once over [10,000 or 25,000 miles], depending on the AMSOIL motor oil used. Most other synthetics are recommended for normal drain intervals, which make them considerably more expensive over time.” ~ A.J. “Al” Amatuzio, President and CEO, AMSOIL, Inc.

“AMSOIL lubricants are now recognized and accepted as the excellent products they really are by more consumers than ever. Our market share is growing every day.” ~ A.J. “Al” Amatuzio, President and CEO, AMSOIL, Inc.

“The superior performance AMSOIL Synthetic Lubricants provide is no accident. Believe me, it takes a great deal of knowledge and expertise to engineer oil that consistently outperforms all the others, often by a wide margin. We staff a complete technical services department and chemical laboratory that are second to none. Our staff is trained and educated in modern lubrication technology, enabling us to consistently stay on the cutting edge with our lubricants. “Our people know I will not allow compromising the quality of our products. They know if there is a base stock or additive out there that will improve the performance of our lubricants, I want to know about it and I want to test it for possible use in our formulations. That’s how we have always been able to compete against the major oil companies.!” ~ A.J. “Al” Amatuzio, President and CEO, AMSOIL, Inc.

“With the growing number of synthetic and partial synthetic oils available today, how does the average motorist determine what oils provide the best value? That’s really very easy. They should choose synthetic oils made by the company that actually proves their products are best, AMSOIL, Inc. AMSOIL goes beyond the advertising hype and glitzy commercials that entertain but don’t really tell much about the products. The way AMSOIL proves its superiority is by actual comparison testing. Run all the popular synthetic oils through a bank of tests and see how they compare, then publish the results. For instance, look at the Comparative Motor Oil Testing Brochure from AMSOIL. It compares AMSOIL Synthetic [5w30] to [nine] other synthetic … motor oils. As always, we publish the test results regardless of what oils performed best.” ~ A.J. “Al” Amatuzio, President and CEO, AMSOIL, Inc.

“Our policy has always been to promote AMSOIL products with facts, not wild claims. Over the years we have been complimented by many professionals, including our competition, for the straightforward way we promote our products. That’s not to say we’re shy about claiming our products are the best, because they really are, and we can prove it. You’re allowed to toot your own horn when you can back up what you say. We’ve never been successfully challenged in any of our product performance claims because they have always been true.” ~ A.J. “Al” Amatuzio, President and CEO, AMSOIL, Inc.

“I believe that after all these years the lubrication market has finally come to us, rather than us conforming to it. That’s what happens when a revolutionary new concept is introduced. Change comes slowly. It takes time for people to change the way they have always done things. But if the products and concepts are good enough and represent real progress, they will eventually be accepted.” ~ A.J. “Al” Amatuzio, President and CEO, AMSOIL, Inc.

The Best Motor Oil Brand – Today and Tomorrow

Al Amatuzio insists on developing the best synthetic motor oil on the market and remaining “The First in Synthetics®” – first in history, first in quality!

“. . . if there is a base stock or additive out there that will improve the performance of our lubricants, I want to know about it and I want to test it for possible use in our formulations.” ~ A.J. “Al” Amatuzio, President and CEO, AMSOIL, Inc.

Every day AMSOIL continues to perfect the technology of synthetic-based lubricants and, as new additive, chemical and base stock chemistries become available, AMSOIL will continue to investigate them to ensure AMSOIL remains the best motor oil brand on the market. You can depend on AMSOIL to save you time and money with extended oil drain intervals, today and tomorrow!

Learn more about AMSOIL at the corporate website.

SuperOilCentral.com

The History Behind the Best Motor Oil Brand on the Market – How an American Company that Started in a Garage Became First in History, First in Quality

About the Owner

About the Company

About the Product

Why AMSOIL is the Best Motor Oil – In His Own Words

The Best Motor Oil Brand – Today and Tomorrow

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