American multi-level marketing company
AMSOIL INC.
![](//upload.wikimedia.org/wikipedia/en/4/45/Amsoil_logo.png) |
Company type
| Private
|
---|
Industry
| Oil and chemical
|
---|
Genre
| Automotive service
|
---|
Founded
| May 23, 1969
; 55 years ago
(
1969-05-23
)
(as Life-Lube, Inc.)
|
---|
Founder
| Albert J. Amatuzio
|
---|
Headquarters
| ,
U.S.
|
---|
Area served
| Worldwide
|
---|
Key people
| Alan Amatuzio
(Chairman & CEO)
, Bhadresh Sutaria
(President)
|
---|
Products
| Synthetic lubricants
,
synthetic grease
,
oil filters
, nutritional products
|
---|
Owner
| Alan 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.
History
[
edit
]
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.
[
edit
]
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
[
edit
]
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.
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
[
edit
]
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
[
edit
]
North American dealer
[
edit
]
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
[
edit
]
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
[
edit
]
AMSOIL products are sold in more than 60 countries via International Distributors.
[12]
Technical sales
[
edit
]
AMSOIL sells lubricants directly to
original equipment manufacturers
and large commercial and industrial customers via its Technical Sales division.
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
[
edit
]
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
[
edit
]
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
[
edit
]
References
[
edit
]
- ^
a
b
c
"The AMSOIL Story | AMSOIL Synthetic Motor Oils"
.
www.amsoil.com
. Retrieved
2019-11-21
.
- ^
Zabawski, Evan (February 2014). "Milestone Firsts".
Tribology & Lubrication Technology
.
70
(2): 6.
- ^
"Why Is AMSOIL Not Sold in Stores ? AMSOIL Synthetic Lubricants"
.
www.amsoil.com
. Retrieved
2019-11-21
.
- ^
"The AMSOIL Story | AMSOIL Synthetic Motor Oils"
.
www.amsoil.com
. Retrieved
2019-11-21
.
- ^
Canter, Neil (June 2006). "Nanofiber-based oil filters for diesel engines".
Tribology & Lubrication Technology
.
62
(6): 19?21.
- ^
Invernizzi, Noela; Foladori, Guillermo (2012). "Implicaciones de las nanotecnologias en el empleo".
Sociologia y Tecnociencia
(in Spanish).
2
(1).
Palencia
:
University of Valladolid
: 16?32.
- ^
"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
.
- ^
"ALBERT J. AMATUZIO"
. Duluth News Tribune
. Retrieved
8 August
2017
.
- ^
"Memorial Page for Albert J. Amatuzio"
.
Doherty Funeral Home Duluth
. Retrieved
8 August
2017
.
- ^
"Alan Amatuzio | Chairman & CEO, AMSOIL INC"
.
AMSOIL INC
. March 22, 2023
. Retrieved
March 22,
2023
.
- ^
"Become an AMSOIL Dealer"
.
AMSOIL
. Retrieved
2019-11-21
.
- ^
"AMSOIL International - Synthetic Oil, Lubricants, Oil Filters, and Greases"
.
www.amsoil.com
. Retrieved
2019-11-21
.
- ^
"Sturgis Motorcycle Rally 2020 - Concerts, Music Festival"
.
sturgismotorcyclerally.com
. Retrieved
2019-11-21
.
- ^
"Ultimate Callout Challenge ? Ultimate Callout Challenge"
. Retrieved
2019-11-21
.
- ^
"Team O'Neil"
.
Team O'Neil Rally School
. Retrieved
2019-11-21
.
- ^
"Menzies Motorsports ? Off Road Racing"
.
www.menziesmotorsports.com
. Retrieved
2019-11-21
.
- ^
Kuchera, Steve (12 May 2010).
"New DECC rink is Amsoil Arena"
. Duluth News Tribune
. Retrieved
21 February
2017
.
- ^
"NSF-ISR ISO 9001:2015 Certification"
(PDF)
.
- ^
"NSF-ISR ISO 14001:2015 Certification"
(PDF)
.
- ^
"API EOLCS | Company Information - AMSOIL INC"
. Archived from
the original
on 2013-03-11
. Retrieved
2013-02-15
.
External links
[
edit
]