Wikipedia

Amsoil

AMSOIL Inc.is an Americancorporationbased inSuperior,Wisconsinthat primarily formulates and packagessynthetic lubricants,fuel additives,andfilters.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 meetAmerican Petroleum Instituterequirements,[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 inNorth Americavia a network of independent dealers paid commissions on sales.

AMSOIL INC.
Company typePrivate
IndustryOil and chemical
GenreAutomotive service
FoundedMay 23, 1969;55 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)
ProductsSynthetic lubricants,synthetic grease,oil filters,nutritional products
OwnerAlan Amatuzio
Number of employees
315
DivisionsALTRUM - Health Division
Websitewww.amsoil.com

History

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Albert J. Amatuzio founded AMSOIL Inc. while serving as Squadron Commander of theDuluth, Minn.Air National Guard.Amatuzio was born May 6, 1924, to Italianimmigrantsin Duluth, Minn. Following high school in 1942, he attended Naval Air Corps training before theNavyclosed the program. Amatuzio joined theMerchant Marineprior to joining theAir ForceafterWorld War II.He flew theF80 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.

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During his time as a pilot, Amatuzio began researching synthetic engine oils. Synthetic lubricants were used exclusively injet enginesdue to the increased heat and stress of supersonic flight, and Amatuzio sought to apply the benefits of synthetic oil toautomotive 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 theMinnesotaDepartment of State. By 1970, Amatuzio had renamed his company "AMZOIL," which he later changed to "AMSOIL."

API certification and network marketing

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AMSOIL 10W-40 Synthetic Motor Oil became the first synthetic motor oil in the world to meetAmerican 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. Usingnetwork marketinginstead of traditionalretail sales,AMSOIL Dealers were able to communicate the product's benefits compared toconventional motor oildirectly to motorists, helping the company grow.[3]

Recent history

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In 1994, Amatuzio was inducted into theLubricants WorldHall of Fame.[4]Into the 2000s, AMSOIL developednanofibermaterials 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 traditionalcellulose fiberfilters.[6]AMSOIL has also developed gear oil forwind turbines,with sale trends increasing through the late 2010s during the increase ofrenewable energyinvestments.[7]

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

AMSOIL divisions

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North American dealer

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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, professionallandscapers,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

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AMSOIL formulates synthetic lubricants for industrialwind 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

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

Technical sales

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AMSOIL sells lubricants directly tooriginal equipment manufacturersand large commercial and industrial customers via its Technical Sales division.

Sponsorships

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AMSOIL sponsors severalmotorsportsevents,raceseries,motorcyclerallies, professional drivers, and other influencers. Examples include theUSACAmsoil 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 anice hockeyvenue inDuluth, Minnesota,namedAMSOIL Arena.[17]

Product line

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AMSOIL manufactures and distributes hundreds of differentsynthetic lubricants,filters,fuel additivesand other products. Typical applications include passengercarsandtrucks,heavy-duty equipment,wind turbines,hydraulicapplications,motorcycles,marine motors,dirt bikes,snowmobiles,lawnmowers,chainsaws,and other internal-combustion engines.

National and grassroots advertising

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AMSOIL advertises nationally viatelevision,print, and digital mediums on behalf of itsNorth AmericanDealer 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

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  1. ^abc"The AMSOIL Story | AMSOIL Synthetic Motor Oils".www.amsoil.com.Retrieved2019-11-21.
  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.Retrieved2019-11-21.
  4. ^"The AMSOIL Story | AMSOIL Synthetic Motor Oils".www.amsoil.com.Retrieved2019-11-21.
  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.Retrieved2022-06-18.
  8. ^"ALBERT J. AMATUZIO".Duluth News Tribune.Retrieved8 August2017.
  9. ^"Memorial Page for Albert J. Amatuzio".Doherty Funeral Home Duluth.Retrieved8 August2017.
  10. ^"Alan Amatuzio | Chairman & CEO, AMSOIL INC".AMSOIL INC.March 22, 2023.RetrievedMarch 22,2023.
  11. ^"Become an AMSOIL Dealer".AMSOIL.Retrieved2019-11-21.
  12. ^"AMSOIL International - Synthetic Oil, Lubricants, Oil Filters, and Greases".www.amsoil.com.Retrieved2019-11-21.
  13. ^"Sturgis Motorcycle Rally 2020 - Concerts, Music Festival".sturgismotorcyclerally.com.Retrieved2019-11-21.
  14. ^"Ultimate Callout Challenge – Ultimate Callout Challenge".Retrieved2019-11-21.
  15. ^"Team O'Neil".Team O'Neil Rally School.Retrieved2019-11-21.
  16. ^"Menzies Motorsports – Off Road Racing".www.menziesmotorsports.com.Retrieved2019-11-21.
  17. ^Kuchera, Steve (12 May 2010)."New DECC rink is Amsoil Arena".Duluth News Tribune.Retrieved21 February2017.
  18. ^"NSF-ISR ISO 9001:2015 Certification"(PDF).
  19. ^"NSF-ISR ISO 14001:2015 Certification"(PDF).
  20. ^"API EOLCS | Company Information - AMSOIL INC".Archived fromthe originalon 2013-03-11.Retrieved2013-02-15.
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