Amsoil

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.[2] It distributes products in North America via a network of independent dealers following a direct-marketing business model.

AMSOIL INC.
Private
IndustryOil and chemical
GenreAutomotive service
FoundedMay 23, 1969 (1969-05-23) (as Life-Lube, Inc.)
FounderAlbert J. Amatuzio
Headquarters
Superior, Wisconsin
,
U.S.
Area served
Worldwide
Key people
Alan Amatuzio (President & CEO), Dean Alexander (Board Chair)
ProductsSynthetic lubricants, synthetic grease, oil filters, nutritional products
OwnerAlan Amatuzio
Number of employees
315
DivisionsALTRUM - Health Division
Websiteamsoil.com

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.

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."

In 1994, Amatuzio was inducted into the Lubricants World Hall of Fame.[3]

Amatuzio died on April 1, 2017.[4][5] Today, Amatuzio's son, Alan Amatuzio, serves as AMSOIL President & CEO.

API certification

In 1972, AMSOIL 10W-40 Synthetic Motor Oil became the first synthetic motor oil in the world to meet American Petroleum Institute (API) service requirements.[6] The company created its tagline, "The First in Synthetics®," to acknowledge the achievement.

Network marketing
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.[7]

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. They earn commissions and 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.[8]

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.[9]

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 Sturgis Motorcycle Rally,[10] the Ultimate Callout Challenge,[11] Team O’Neil Rally School,[12] off-road driver Bryce Menzies[13] and many others. AMSOIL also has the naming rights to an ice hockey venue in Duluth, Minnesota, named AMSOIL Arena.[14]

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
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References
  1. "The AMSOIL Story | AMSOIL Synthetic Motor Oils". www.amsoil.com. Retrieved 2019-11-21.
  2. "The AMSOIL Story | AMSOIL Synthetic Motor Oils". www.amsoil.com. Retrieved 2019-11-21.
  3. "The AMSOIL Story | AMSOIL Synthetic Motor Oils". www.amsoil.com. Retrieved 2019-11-21.
  4. "ALBERT J. AMATUZIO". Duluth News Tribune. Retrieved 8 August 2017.
  5. "Memorial Page for Albert J. Amatuzio". Doherty Funeral Home Duluth. Retrieved 8 August 2017.
  6. "The AMSOIL Story | AMSOIL Synthetic Motor Oils". www.amsoil.com. Retrieved 2019-11-21.
  7. "Why Is AMSOIL Not Sold in Stores – AMSOIL Synthetic Lubricants". www.amsoil.com. Retrieved 2019-11-21.
  8. "Become an AMSOIL Dealer". AMSOIL. Retrieved 2019-11-21.
  9. "AMSOIL International - Synthetic Oil, Lubricants, Oil Filters, and Greases". www.amsoil.com. Retrieved 2019-11-21.
  10. "Sturgis Motorcycle Rally 2020 - Concerts, Music Festival". sturgismotorcyclerally.com. Retrieved 2019-11-21.
  11. "Ultimate Callout Challenge – Ultimate Callout Challenge". Retrieved 2019-11-21.
  12. "Team O'Neil". Team O'Neil Rally School. Retrieved 2019-11-21.
  13. "Menzies Motorsports – Off Road Racing". www.menziesmotorsports.com. Retrieved 2019-11-21.
  14. Kuchera, Steve (12 May 2010). "New DECC rink is Amsoil Arena". Duluth News Tribune. Retrieved 21 February 2017.
  15. "NSF-ISR ISO 9001:2015 Certification" (PDF).
  16. "NSF-ISR ISO 14001:2015 Certification" (PDF).
  17. "Archived copy". Archived from the original on 2013-03-11. Retrieved 2013-02-15.CS1 maint: archived copy as title (link)
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