AMSOIL Introduces New Z-ROD™ Synthetic Motor Oil

Amsoil Z-ROD Motor OilsAMSOIL now offers a synthetic motor oil engineered specifically for classic cars and performance vehicles. Available in 10W-30 and 20W-50 viscosities, AMSOIL Z-ROD Synthetic Motor Oil (ZRT, ZRF) features high-quality synthetic base stocks and a proprietary additive package tailored to perform on the street and protect during storage.

AMSOIL Z-ROD Synthetic Motor Oil is formulated with high levels of ZDDP to protect flat-tappet cams, lifters, rockers and other areas susceptible to wear. Its high-zinc, high-phosphorus formulation provides the extra wear protection these critical splash-lubricated components require.

Z-ROD Synthetic Motor Oil will be available at all AMSOIL distribution centers by the first week of May.

See the Z-ROD page for more information.

Engineering a transmission Fluid for multiple applications is no easy task.

Amsoil Technical Director Dan Peterson
Dan Peterson

With no unifying specification system, ATF specs vary widely and have unique demands.

Transmission fluids are complex lubricants responsible for a number of different functions, including dissipating heat, protecting against wear, protecting against corrosion and ensuring shift quality. In addition, automatic transmission fluids are not governed by a sanctioning body the way engine oils are governed by the American Petroleum Institute (API) or the International Lubricant Standardization and Approval Committee (ILSAC), so there is no universal specification that meets the needs of several applications. Instead, ATF specifications are set individually by each vehicle/transmission original equipment manufacturer (OEM), and each OEM specification has unique requirements. In some cases, a manufacturer may reference an existing ATF specification for use in its equipment. A few common examples of OEM specifications include General Motors DEXRON VI®, Ford MERCON V® and Chrysler ATF+4®. Each has evolved over time to accommodate new transmission and lubricant technology.

Amsoil Transmission Specifications

Manufacturers designate specific requirements for the fluid to ensure transmissions perform as advertised for the designated warranty period. Fluids designed to meet an OEM specification must first pass specific minimum criteria. Test parameters include seal performance, wear protection, cold-temperature performance, deposit resistance and longevity/clutch performance. Additionally, friction durability is extremely important for automatic transmission fluids; strong frictional properties ensure proper clutch operation.

In order to be used in an application, a transmission fluid must meet the minimum requirements outlined in the OEM’s fluid specification. OEMs develop their specifications to ensure any transmission fluid used in their applications is designed to provide acceptable performance and wear protection over the transmission/ drivetrain warranty period.

Alternatively, AMSOIL designed its automatic transmission fluids with customers and businesses in mind, using a multivehicle design to reduce the complexity and cost of managing multiple fluid inventories. AMSOIL builds its fluids with a more robust design platform compared to OEM fluids, providing improved wear protection, better cold-temperature performance, superior deposit protection and greater shift performance over time.

This multi-vehicle design platform requires detailed knowledge of OEM tests and specifications and a large commitment to expensive testing. Designing a fluid to meet multiple OEM transmission fluid specifications naturally results in a more robust ATF. For example, OEM fluid 1 must meet the minimum specifications outlined in Figure 1. OEM fluid 2 must meet a different level of performance for the main parameters outlined in Figure 2. When these are laid over the top of each other, it’s clear that the two OEM fluids are designed to meet slightly different levels of performance.

AMSOIL ATFs must then meet the most stringent criteria of each specification to perform well in each application (Figure 3). Because AMSOIL ATFs must meet the most demanding levels of each OEM specification, they exceed the performance of OEM transmission fluids by design, resulting in noticeable performance and protection benefits for users.

On the surface, it seems difficult to understand how AMSOIL ATFs can meet the requirements of multiple vehicle/transmission fluid specifications. When you dig in and do your homework, it becomes clear how to attack this problem: by pushing the boundaries for each specific test to the point where the fluid meets and exceeds multiple OEM specifications. Achieving this goal has been difficult, but worthwhile. It helps all of us save money, it reduces complexity for our valued customers and it keeps our cars running longer.

Walen Brothers Wail on Water

Amsoil Racer Greg Walen

Who needs snow for snowmobile racing? Certainly not Walen Brothers Racing. They prefer the open water of a lake. This snowmobile watercross team has been making waves in the upper Midwest for years.

The Ski Doos that Greg and Jim Walen use look very similar to the familiar black sleds that Team AMSOIL/Scheuring Speed Sports ride on the World Snowmobile Association circuit. It’s odd to see snowmobiles on water and you might scratch your head and wonder, “How do they do that?” The sleds are surprisingly buoyant, but speed is the key. There are some modifications to the body, but essentially they’re the same as regular sleds under the hood with AMSOIL products still being the preferred choice.

AMSOIL Direct Jobber Lynn Pabst and Dealer Joe Rogers take an active role with the team. Not only do they sponsor the racers, they also work as crew members. Last season Jim had six top five finishes. Greg was in the top ten twice.

Jim Walen finished the watercross season in the top five five times in 13 events.

Q&A April 2011


It has been a long-standing AMSOIL policy to have new Dealer applications mailed to AMSOIL for processing. I am sure this is done because AMSOIL wants some type of signature on file. It would be very helpful if AMSOIL could figure out a way to accommodate what it requires while bringing this process into the 21st century. At this time, not even faxed applications are accepted, even though they are for every other type of account.

Everything is done online these days, from banking, order placement and even “signing” of real estate documents, all digitally and legally binding. I know other direct marketing companies register new dealers electronically. If there could be a way for AMSOIL to come up with a way for new Dealers to be registered faster than hand-filled-out, mailed paper applications, it would be very beneficial to the existing Dealer network and the new Dealers coming on-board. Thank you for your time.

Kirk Olson

AMSOIL: You are correct that an electronic Dealer application process is in order. That project is in the works right now, and it should be available very soon. Until recently, our attorneys advised against accepting electronic applications and still wanted Dealer applications signed. Recent court rulings, however, have provided more confidence in electronic applications as legally-binding agreements.


I have been an AMSOIL Dealer for about 16 years. I use a variety of the filters, oils and greases in my lawn mowers, weed eaters, chain saws and gasoline vehicles. Over the years I have had many vehicles in which AMSOIL was used.

Now I have a new way of using AMSOIL. It is being used in a 2001 Ford Ranger that I converted from a gasoline engine to a total electric vehicle (EV). The Ranger was purchased used in 2008. I started converting the truck in June 2009 and began driving it in November 2009. The truck uses twelve 12-volt 140 amp/ hr batteries. They give me a range of 10 to 35 miles, depending on temperature, speed and aggressiveness of driving. I use the EV as my commute vehicle for work. It costs me about a dollar a day to charge. I have an AMSOIL sticker in the back window and have had people say, “You don’t use that in there anymore.” I then tell them how I still use AMSOIL in my transmission, differential, power steering and vacuum pump. AMSOIL greases are used in the u-joints, steering joints and wheel bearings.

With GM’s Volt and Nissan’s Leaf, along with all the do-it-yourself conversions, I think it would be a good time to let the world know how AMSOIL is an excellent product for the growing EV market.

Scott Musil

AMSOIL: Thank you for sharing your story, Scott. It is important for AMSOIL Dealers to realize that although the electric vehicle market is relatively small, it does present opportunity for sales.


I use Signature Series 0W-30 Synthetic Motor Oil in my ‘09 Lexus. Unfortunately, it has a cartridge filter, which I have been changing at 5K to 7K intervals. At 25,000 miles, I sent in a sample of the oil to be analyzed. It came back with no antifreeze, but 53 ppm sodium. Does the 0W-30 have sodium in it as part of the additive package? If not, where would the sodium come from, since antifreeze was ruled out?

Great Products!
Bob Hallgren

AMSOIL: Like many oils, AMSOIL Signature Series 0W-30 has a trace of sodium, but no more than a few parts per million. Extra sodium in oil can come from a variety of sources, including ocean spray in areas near the coast and road spray in areas where roads are salted in the winter. Car wash detergents and aftermarket oil additives are also potential sources of extra sodium.

Even for oils that do not contain sodium as part of their additive packages, 80 ppm is right in the middle of the normal range, and the level has to exceed 160 ppm before it would be considered abnormal.


I was impressed with the extensive research that goes into covering the numerous lubricant specifications. I am curious about the process of determining the requirements of a manufacturer’s spec. Do manufacturers provide the acceptance criteria and the tests to meet for qualification? When a product is labeled as meeting those specs, does the equipment manufacturer review the test results?

I get a lot of resistance from Honda owners about AMSOIL ATF because Honda has their own specification and wording in the owner’s manual about having shifting troubles if Honda fiuid is not used. Those Honda comments have the owners shut off. Seems to me those customers believe that AMSOIL simply adds the Honda spec number to the ATF label.

I have hand-written notes in my 2002 edition G50 Product Selection Guide noting that AMSOIL ATF is okay for Honda Z-1 use, so I can’t pinpoint when the approval came about, but it was some time back.

Jim Kochmann

AMSOIL: Yes, in most cases original equipment manufacturers (OEMs) provide the tests and limits that lubricants must meet for each application. AMSOIL products are engineered to meet, and in many cases exceed, the required criteria for every specification listed on the label. In some cases, AMSOIL works with outside entities to test and validate products for difficult-toaccess OEM specifications. This was the case with the recent addition of Honda Z-1 to the AMSOIL Synthetic Multi-Vehicle ATF specification list. AMSOIL Synthetic Multi- Vehicle ATF provides outstanding protection for Honda Z-1 (not CVT) applications.


Amsoil President and CEO

As a company, we have been extremely successful in selecting promotional venues and associations that have advanced AMSOIL brand recognition and delivered high levels of return-on-investment. Our approach has always been conservative. We don’t throw money at opportunities simply because they are glamorous or trendy. We analyze the opportunities carefully and select only those options we believe our Dealers can best capitalize on.

The motorcycle market is a perfect example. Beginning with our long-time sponsorship of the Geico/AMSOIL/Honda Supercross Team, we have strategically expanded our promotional effort in this market to include extensive motorcycle magazine advertising and a broad range of series and event sponsorships.

Most recently, we elevated our involvement with Daytona Bike Week from “official oil” to “presenting sponsor.” This ties in with our official oil partnerships with the Sturgis Motorcycle Rally, Laconia Bike Week and the Monster Energy AMA Supercross Series.

Another of our recent partnerships in the motorcycle market has generated more immediate response than any we have ever done. Beginning with 2011 models, AMSOIL motorcycle oil will be the factory ?? ll for all EBR motorcycles. AMSOIL will also sponsor EBR’s racing efforts in the AMA Superbike Series. EBR, for those who don’t know, is short for Erik Buell Racing. Erik Buell is a legendary motorcycle designer who has built some of the most innovative road bikes in the world.

His long-time association with Harley- Davidson put him at the forefront of the motorcycle world and gained him legions of loyal followers. AMSOIL was literally inundated with responses to our new association with him. Here are a few:

Just wanted to let you know that I am an owner of two Buells, am crazy about Erik Buell Racing, and will be switching from Redline synthetics to AMSOIL. Thanks!

Jody Leavell

Just a note to let you guys know I will be buying and using AMSOIL in the future for my Buell motorcycle. The reason is directly related to AMSOIL’s decision to sponsor Erik Buell Racing. If your oil meets Buell’s approval, it gets mine … and you guys get my money.

Thanks for the support…and thanks in advance for providing a high quality product.

Harry Loveless

As a long time Dealer and Buell owner I just wanted to thank you and AMSOIL for sponsoring EBR. I know you will not be disappointed in their results and determination to win.

The results EBR was able to accomplish last year on a shoestring budget were amazing. I can only imagine what they will be able to accomplish with AMSOIL’s support.

I will redouble my efforts to get all the Buell owners I know to use AMSOIL products in all of their vehicles.

Paul Ellis

I just wanted to say thank you for supporting EBR! I’m a loyal Buell rider as well as a fan of the new race team and company. Just wanted to let you know I will be switching from another brand to AMSOIL at the next oil change.

Thanks again,
Thomas Sartwell

I am a long time fan of Buell motorcycles and I have owned three of them, two of which I have used your products in. I, as well as many others, was deeply saddened by the Buell shut down in Oct.

2009. However, as you guys know, Erik Buell has worked his way back into the motorcycle business and released the new 1190RS. I just wanted to thank you guys for backing him and becoming the sponsor of his race team, as well as lubricating his new bike.

Doing this motivated me to become a Dealer for you guys. In fact, I just submitted my application yesterday and I am very excited to be able to see that #99 EBR/ AMSOIL bike racing this coming season.

Very respectfully,
Donald J. Wyman

I just wanted to say thanks for supporting Erik Buell Racing. I’ve got a Buell and have used AMSOIL since I’ve owned it. I’m glad that Erik is getting back on his feet and I wish you the best for the upcoming race seasons!

Thomas Smith

I wanted to write to express my appreciation for your 3-year sponsorship of the Erik Buell Racing Superbike Team. I, like many other Buell riders and supporters, will be switching to AMSOIL at my next oil change.

Hugh Odom

Although EBR is just gearing up, projections are to produce thousands of bikes in 2012. As the factory ?? ll oil, that’s thousands of more users our brand will reach directly and thousands of more supporters spreading the word about AMSOIL. It is all about gaining more market for our Dealers, and piece by piece we are claiming our share.

A.J. “Al” Amatuzio
President and CEO, AMSOIL INC.


Martin’s strong start in Farmington propelled him to his first victory of the season.

Eastern Nationals – Farmington, N.Y.

The fourth round of the AMSOIL Championship Snocross Series took place in Farmington, N.Y., where Martin took advantage of a strong start and a quick charge to the front in the Pro Super Stock final to earn his first victory of the season. Fighting heavy traffic on the first lap, Martin soon began pressuring race leader Dan Ebert and made the pass into the lead about a third of the way through the race. He was not challenged the rest of the way.

“I got off the start, not the best jump, I was sandwiched between everyone and the snow dust just hung in the air,” said Martin. “I couldn’t really see until we were coming back down the straight toward the finish line. I just kept looking ahead going forward trying to get to the front as quick as I could.”

In the AMSOIL Pro Open class, Martin again ran a solid race, finishing second behind Hibbert. Malinoski rounded out the podium in third.

Michigan National – Pontiac, Mich.

Martin continued his strong racing at the Pontiac Silverdome in Pontiac, Mich., jumping to an early lead in the Pro Super Stock final before he was overtaken by Hibbert with five laps remaining. Martin took the second-place podium.

After a first-turn pileup induced a restart, the AMSOIL Pro Open final saw Tim Tremblay jump out to a massive lead with Hibbert and Martin giving chase. Hibbert went down on the back straight, leaving Martin to concentrate on closing the gap on Tremblay. With seven laps remaining, he passed Tremblay and earned the win. Malinoski worked through the pack and held off Hibbert to take third.


Team AMSOIL was well-represented at the 2011 ESPN Winter X Games, earning some hardware during the high-profile event. The opening night of competition featured Team AMSOIL/ Scheuring Speed Sports rider and defending gold medalist Justin Hoyer competing in the freestyle competition. Holding the top score after two rounds of eliminations, Hoyer was the last rider to compete in the final round and needed to top Daniel Bodin’s 91.66 score for a shot at the gold medal. Although a small hand check on a no-handed landing may have cost him the gold, Hoyer’s 91.00 run was enough for the silver medal. AMSOIL-sponsored snocross rider Mike Schultz is no stranger to the Winter X Games podium.

Despite losing his left leg during a pro snocross race three years ago, Schultz remains dedicated to the sport and earned the gold medal in the adaptive snocross event.

Although Tucker Hibbert won his fifth straight snocross gold medal, Team AMSOIL/Judnick Motorsports racer Ross Martin pushed through the field to earn his second straight silver medal and Team AMSOIL/Scheuring Speed Sports racer Robbie Malinoski overcame a poor start to earn the bronze medal.

Amsoil Racers Winter X Games Silver Medals

Insight on Sales

Amsoil Director of Sales Rob Stenberg
Rob Stenberg
Director of Sales

Don’t try to be everything to everyone. Becoming a specialist can increase sales.

There are three things that every good AMSOIL Dealer needs to know: how to offer the right product for the right application; who his or her customers are and why customers purchase AMSOIL products from him or her. This column will address the second point: knowing your customers. To whom are you offering AMSOIL products and your services as an AMSOIL Dealer?

Let’s start out with the wrong answer: “I offer AMSOIL products to everyone.” Business professionals who market their services to everyone don’t understand a critical truth of business today – clients want to work with specialists and experts.

If you wanted to hire a lawyer to handle a licensing matter, would you prefer an expert attorney who handles licensing issues on a regular basis, or one who also “happens” to provide licensing advice? Both attorneys may have the same type of training, but one has become focused on the area of licensing. Doesn’t that make him a more appealing choice?

The key is to target a specific market or two with AMSOIL products. That isn’t to say you should limit your services to only those customers who fall into your specialty market – you can still sell AMSOIL products to anyone who wants to buy them – you just focus your efforts on a particular group. It might seem as though you are limiting yourself, but by specializing you make yourself more visible to your target market. For example, if you specialize in powersports applications, powersports enthusiasts are more likely to find you. Most powersports enthusiasts have lubrication needs in other areas too, and could provide additional, non-powersports sales opportunities. A certain percentage of powersports enthusiasts are also general contractors; some are independent parts store owners; others are truckers; all of them present great opportunities for sales outside your specialty market.

By specializing, you will attract your ideal client, but you will also attract people from other walks of life. Some of those people may even ask you to “make an exception” and work with them. For example, let’s say you inform someone who owns a beverage delivery fleet that you specialize in helping overthe- road trucking companies maximize their fleet’s fuel economy and reduce the amount of time their trucks are in the shop. Any fleet owner knows that translates to cost savings for the company. Do you think the owner of the beverage company might ask you to “make an exception” and work with him and his fleet of gasoline vehicles? He just might.

Once you find your niche, you will want to form long-lasting relationships with your customers. You will want them to provide compelling testimonials in the future, so some thought and effort must go into what you do to foster the relationship and make them feel special. Here are some ideas; use those that work for you.

Amsoil Marketing Strategy
Specializing in one area might seem like a limiting tactic; however, increasing your visibility in one market can also increase your opportunity for sales in other areas.
  • Reward your customers for being your customers. Randomly surprise them with a reward. It will go a long way, believe me.
  • Listen to every little detail they say. When you talk to them next, ask how their holiday went, ask if they have anything planned for the weekend, ask how their kid did in his last sporting event. Show an interest in your customers as people.
  • Cater to their every need. If you know they require a service over and above what you can normally provide, make an effort for them. Show that you care about them.
  • Give them some publicity. If they are a great customer and there is an opportunity to shout about your relationship, tell everyone you know!
  • Let them assist in shaping the service you provide. Don’t just ask for feedback and hope they give you something you can use; speak to your customers and ask them how their experience could be improved – ask their advice.
  • Engage without trying to sell. Even when you know it is unlikely they will need AMSOIL products again anytime soon, get in touch just to keep the relationship alive.
  • Call your customers by name. I know this sounds obvious, but every time you are in contact, whether face-toface, by phone or online, start off the conversation by using the customer’s name.
  • Refer them to others who can also help them. If you can’t solve their problem, pass them onto someone who can. Make solving their problem your number-one aim.

So, when someone asks what you do, don’t be afraid to identify your area of expertise; it will help you stand out from the crowd. Who wants to be everything to everyone anyway?

Good Selling!

AMSOIL Price Adjustment Effective May 1

The rapidly increasing cost of oil has been well-documented over the past few months, and rising costs of base oils and other raw materials have forced lubricant companies to impose multiple rounds of price increases.

Most recently, Valvoline announced an additional 9 to 11 percent average increase, and Castrol is raising its prices again by up to 10 percent.

Although AMSOIL implemented a price adjustment March 1, the company has also been hit with additional cost increases from its suppliers and is now forced to implement a May 1 price adjustment in the U.S. and Canada, although the adjustment may vary for each country. The adjustment only affects lubricants and fuel additives, and the increase has been held to an average of roughly 3 to 4 percent. Even with a minimal price adjustment, AMSOIL synthetic lubricants remain the best and most cost-effective choice on the market, saving customers money through extended drain intervals, reduced wear and maintenance and increased fuel efficiency.

Updated pricing information will be available in the Product Pricing Interface in the Dealer Zone as soon as possible. Retail and commercial accounts will be notified of the impending price change through an email, an Account Zone message and the Spring Service Line, which will be mailed in April. Servicing Dealers are also encouraged to inform their customers of the price change.

Zimmer Honored at Monster Jam World Finals

In 2009, AMSOIL Shock Therapy Monster Truck driver Jon Zimmer appeared at his first Monster Jam World Finals. At the annual awards banquet that weekend, Zimmer brought home the Monster Jam Rising Star award. Zimmer's star continues to shine in the eyes of monster truck fans and this past weekend, Zimmer took home some more World Finals hardware.

Last weekend, Zimmer returned to Las Vegas for his second trip to the World Finals. His racing was cut short due to a mechanical issue, but he did well in freestyle by picking up 19 points and finishing in the top ten. Despite not making a final on Saturday, Zimmer did bring home the UTI Technician of the Year award.

“We take pride in our equipment and development of new products,” said Zimmer. “It's nice to be recognized by Monster Jam for our efforts this past year. With support from a company like AMSOIL, Sudden Impact has been very successful these past three years.”

Zimmer will return to racing action in Montreal on April 9. The next Monster Jam event will be in Bangor, Maine June 3-5.

Amsoil Monster Truck Driver Jon Zimmer