Amsoil Performance Improver Gains Mileage

Evil Twins Motorcyle Shop
EVIL TWIN MOTORCYCLES — Owner Lisa Richmond at the desk of her Florida bike shop that features many AMSOIL products.

Evil Twin Motorcycles in Florida is an AMSOIL retail-on-the-shelf account registered by Direct Jobbers George and Lea Collins of Winter Park, Fla.

“We have been using AMSOIL synthetic motor oils, Severe Gear Synthetic Gear Lubes and greases for about four or five years,” said Lisa Richmond, owner of the motorcycle shop. “We have been satisfied with these products, so when our Dealers George and Lea Collins showed us AMSOIL P.i., we were more than eager to try it.”

“When the AMSOIL P.i. arrived, one of our very good customers was getting an AMSOIL service on his motorcycle,” Richmond said. “He volunteered to test the new product in his motorcycle.”

Because the customer was about to travel from Florida to Texas, he was a prime candidate to test AMSOIL P.i. The gasoline in the motorcycle was treated according to directions, and during the course of the 3,800-mile trip, the customer was thrilled to experience a double-digit fuel economy increase.

Evil Twins Motorcycle Shop front entrance“Upon returning, we told him he was ready for another treatment because the product lasts approximately 4,000 miles,” Richmond said. “He was more than willing to purchase a bottle and loves the product.”

Richmond has found AMSOIL products outperform other brands.

“We have had a lot of products come through our door claiming to do what AMSOIL products have done.

To date, no other products have worked so efficiently. Thank you, AMSOIL, for living up to your name and continually producing products that do exactly what you claim they will do.”

Richmond’s mechanic, Bill Beaumont, was instrumental in bringing AMSOIL products to Evil Twin.

“Bill is the driving force behind AMSOIL products being in that shop,” said Lea Collins. “He just loves AMSOIL. Every shop should have a mechanic like Bill.”

Team AMSOIL Among Best in the World

Season Ends with Two Riders in WSA Top Ten

#28 Justin Tate
#28 Justin Tate

AMSOIL/Scheuring Speed Sports had one goal in mind: How to top the 1999- 2000 season when its two riders finished in the top five. This season they came pretty close.

The 2000-01 World Snowmobile Association snocross drew to a close on a slushy track March 17-18 in Lake Geneva, Wis. The season began with doubts about DJ Eckstrom’s health after he broke a femur during some summer motocross cross-training. It took a few races for DJ to gain his old form and endurance to race with the sport’s elite. Justin Tate, after finishing fifth in Pro Stock and Pro Open last year, wanted to prove that he deserved to be mentioned in the same breath as the world’s best. DJ and JT gained confidence and strength with every race.

#25 DJ Eckstrom
#25 DJ Eckstrom

Team AMSOIL proved again to be a force in snocross. “It was another solid year with consistent top five finishes. AMSOIL and Scheuring Speed Sports continue to be a top independent team,”said Team Owner Steve Scheuring. Eckstrom concluded his comeback by finishing third overall Pro Open and fourth in Pro Stock. JT wrapped up the year fifth in Pro Stock and ninth in Pro Open. Summer will be filled with testing and conditioning. Expect another huge year when the snow flies next November.

AMSOIL Introduces New Formula 4-Stroke Motor Oil

4 Wheel HaulerNew AMSOIL Formula 4-Stroke Synthetic Motor Oil is specially formulated to provide serious protection and performance in recreational four-stroke motors, including ATV’s, outboard motors and motorcycles. With a broad 0W-40 viscosity rating, AMSOIL Formula 4-Stroke is ideal for use in both hot and cold temperature extremes. As an SAE 40 motor oil, it protects hot operating, hard working four-stroke motors, while its SAE 0W rating ensures excellent cold weather starting and quick post-startup lubrication in the coldest temperatures.

AMSOIL Formula 4-Stroke Synthetic Motor Oil’s friction modifier free formulation is ideal for four-stroke ATV’s, outboard motors and motorcycle engines, ensuring dependable starting, smooth running, improved fuel efficiency, desirable stall speeds and clutch compatibility.

AMSOIL Formula 4-Stroke Synthetic Motor Oil provides superior shear stability and resistance to vaporization. Engine wear, oil consumption, heat and emissions are kept to an absolute minimum.

Amsoil 4-Stroke 0W-40 Motor OilThe high-temperature operation of four-stroke engines often leads to the thermal degradation and oxidation of conventional oils, leading to the formation of deposits, sludge and varnish. However, the superior oxidative and thermal stability of AMSOIL Formula 4-Stroke Synthetic Motor Oil inhibits the formation of varnish, deposits and sludge so equipment runs clean in high-stress, high temperature conditions.

The pollution and noise emitted from twostroke snowmobiles and dirt bikes have come under heavy criticism in recent years, with manufacturers working to perfect cleaner, quieter four-stroke counterparts. As four-stroke snowmobiles and dirt bikes enter the market, they will require a superior lubricant. As an AMSOIL Dealer, you now offer superior 100 percent synthetic AMSOIL Formula 4-Stroke Motor Oil.

AMSOIL Formula 4-Stroke Synthetic Motor Oil provides second-to-none protection and performance in Yamaha®, Suzuki®, Honda®, Mercury®, Kawasaki®, Arctic Cat®, Polaris®, Nissan® and Bombardier® motors and transmissions specifying 0W-40, 5W-30, 10W-30 and 10W-40 viscosity grades. AMSOIL Formula 4-Stroke Synthetic Motor Oil is also safe for use in wet or dry sumps and is recommended for manual or automatic clutches and with clutch plates in ATV’s and motorcycle transmissions. Drain AMSOIL Formula 4-Stroke at manufacturer’s recommended intervals.

Ready-Mix Company Saves with AMSOIL

Lauren Concrete
One of the trucks Lauren Concrete uses to haul aggregate.
John Wetjen and a Lauren Concrete truck
John Wetjen and a Lauren Concrete truck.

Direct Jobbers David and Carol Bell of Austin, Texas have had Lauren Concrete of Austin as a customer for over a decade. They refer to the company as one of their oldest and best commercial accounts, and it seems the feeling is mutual.

Lauren Concrete has been using AMSOIL synthetic motor oils in nearly all of their equipment since 1989. Currently, they are operating close to 50 pieces of machinery at three batch plant locations. Most of their trucks are Macks, but they do have some Peterbilts with Cat and Cummins engines. They not only haul concrete, but also their own cement and aggregate.

John Wetjen, the maintenance manager for Lauren Concrete has been satisfied with the performance of his AMSOIL products. “Lauren Concrete is a firm believer that synthetic oils will outperform petroleum oils in virtually every case,” Wetjen said. “For our business, that means cost savings. Even though AMSOIL lubricants do cost more initially, they are really a better value for the money.”

One reason Wetjen and the rest of his company have stayed with synthetics has been the fuel savings they have experienced. “Better fuel mileage is number one on our list with AMSOIL,” Wetjen said. “The cost of fuel is BIG for our operation, so saving even a small percentage on fuel adds up fast. And because we haul concrete in Texas where it is incredibly hot in the summer, we feel the added protection we get from AMSOIL products is very important. We rely on AMSOIL lubricants to protect against equipment failures and reduce downtime on our trucks.”

Lauren Concrete has also found that AMSOIL products work well in some of their stationary equipment. “We run AMSOIL Synthetic Compressor Oil in all of our air compressors,” Wetjen said, “and we use AMSOIL Synthetic Gear Oil in all of the batch plant gear boxes, too.

“Any concrete business looking for ways to improve the performance and protection of their expensive equipment would be wise to consider switching to AMSOIL lubricants,” Wetjen said.

“We know there are other brands out there, but AMSOIL is the leader and works for us.”

A Turnaround to the Race Season

During the 2000 racing season Dealer Herman Wood of Indianapolis, Ind. worked with “St. John Racing” in a local race truck series. Tommy St. John was the truck builder and chief mechanic and Tommy St. John II was a rookie driver.

During the early part of the season they struggled to get a handle on the truck. In the early going they had trouble getting the chassis set up and had frequent problems with the transmission.

They switched to AMSOIL Automatic Transmission Fluid for the last half of their race season and immediately got results. “The last half of their season was great,” Wood said.

“In fact, during the last race of the season Tommy Jr. set a new track record, but the last truck to qualify broke his record.”

Tommy Jr. finished third in rookie points and sixth overall in the season points. “With all of the problems they had in the first half of the season,” Wood said, “they didn’t expect such positive results in the end.”

“After such a successful comeback last season using AMSOIL grease, gear lube, and the transmission fluid, this year they are going bumper to bumper with AMSOIL lubricants,” Wood said. “Tommy and Tommy Jr. would like to thank AMSOIL for the great products and a great season.”

Rookie driver Tommy St. John Jr. in Victory lane
Rookie driver Tommy St. John Jr. in Victory lane

Amsoil Motor Oils leads to your Vehicles Longevity and High Mileage

What do you do when your car accumulates over 300,000 Miles?
Kenneth Lindland gave his to AMSOIL!

Vehicle Reaches 340,000 Miles
Amsoil Product helps Car reach 340 thousand miles
Lindland was proud to display his high mileage car.

Kenneth Lindland, a retired preacher from Grass Lake, Michigan, didn’t really know what he was getting into when he purchased his used 1985 Pontiac Parisienne from his wife Agnes’ brother in 1989. At that time, the car had just over 57,000 miles on it, and Lindland said he would be happy if the car simply held together until 137,000 miles.

He got all of that, and a lot more.

“The last thing on our minds when we obtained this car from Agnes’ brother was that we would drive it an unusual number of miles,” Lindland said. “I figured if we drove it to 137,860 miles that we would have our money’s worth out of a totally depreciated car.”

Lindland soon had to recalculate his depreciation figures to 150,000 miles, and then to 200,000 miles. He would be recalculating those figures for quite some time, because the car was just too good to part with. “Because I had such short-term mileage expectancies for the car,” Lindland said, we didn’t ‘over-protect’ it. We used it for jobs like hauling firewood and gravel at our cottage. This car vastly outperformed all of our expectancies.”

Because the car kept running dependably past all of his benchmarks after becoming fully depreciated, Lindland realized that the car was actually making him money at the depreciation figure of 10 cents per mile.

By the time it had accumulated over 330,000 miles, Lindland decided it had saved him the nearly $20,000 he would have spent on acquiring a new car. So when it came time for the Lindlands to purchase a motor home, those savings were instrumental in the decision to make the purchase. “This Pontiac actually bought our motor home for us debt free,” Lindland said.

Lindland credits the car’s long service life to using AMSOIL synthetic motor oil in the engine since the day he bought it. “I’m very grateful for the longevity which I believe AMSOIL gave to our vehicle,” Lindland said. “We’ve kept it up, but as far as I’m concerned, the secret is lubrication.”

Lindland also credits AMSOIL synthetic motor oil with savings associated with the costs of motor oil and motor oil disposal. “We have changed the oil only 11 times (every 25,000 miles) while we owned the car,” Lindland said. “If we used conventional oils changed at conventional 3,000 mile intervals it would have required more than 400 quarts to last this long. We have used only 55 quarts for the oil changes and 13 extra quarts when changing filters. Just think how much oil this kept out of disposal units!”

1985 Pontiac Parisienne
Lindland said that the extra life he got out of his 1985 Pontiac Parisienne more than paid for his motor home.

Although the car has accumulated more than 340,000 miles, the engine and transmission are in remarkably good shape. In fact, it ran so well through the years that the head was never removed for any repairs. Lindland had a compression test done on the vehicle in December 2000, and could barely believe the results. The highest and lowest recorded cylinder pressures were only eight pounds apart.

Unfortunately, all good things must come to an end. Although the car seemed to have many miles left to travel, Lindland’s wife Agnes finally convinced him that it was time to purchase a newer car. “The longer he had the vehicle,” she said “the harder it was to make him get rid of it.” It was with great reluctance on Kenneth’s part that the Lindlands purchased another car. With appreciation they gave their Parisienne to AMSOIL INC. “I feel very indebted to AMSOIL,” Lindland said. “No way would this car have given us this fine service with conventional oils.” The Lindlands drove up the 700 miles from Grass Lake, Michigan, to Superior, Wisconsin, to deliver their Parisienne to Superior on June 26, 2001. The car is now being driven by an AMSOIL employee to see how many more miles can be added to the 340,000.

Amsoil Dealers and Retail Accounts

Amsoil President A.J. AmatuzioFirst, I want to congratulate you all for recognizing the AMSOIL opportunity and making it work so well for you and all of us here at AMSOIL. Your sales are up, your sponsoring is up, and when you enjoy success, we also enjoy success. We are, after all, dependent on each other. That’s what I want to talk about to you in this message; our interdependence.

The most important element in both our businesses success continues to be the excellent products we manufacture and you market. As most of you know, I take a tremendous amount of pride in the products we manufacture. Our company makes the best lubricants in the world, period. I don’t hesitate to make that statement and challenge anyone or any other company to prove me wrong. That won’t happen because our competitors know it’s true.

But, if you want to know anything about a company, the best people to talk to are its suppliers. They know better than anyone else the caliber of a company’s products because they supply the raw materials used to make them. AMSOIL purchases raw materials from some of the largest corporations in the world, and their representatives call on us on a regular basis.

In past weeks my staff and I met with two such companies. One representative acknowledged that based on the products we purchase from them, they know our goal is to produce the best lubricants on the market. He said when his company develops new and better products, AMSOIL is the first company they call. They know if they can produce a better performing product, we will be interested. Our criteria is always to buy raw materials that outperform everything else on the market so our finished products do the same.

I was pleased to have our staff hear this comment coming from such a large and respected company. Among ourselves, we are very confident that the lubricants we make are the best, but we are also always looking for ways to improve them, and its good to know our suppliers understand and appreciate this.

At another such meeting with another supplier from a giant additive company, I noted that generally speaking, the best lubricants today are made in Europe. These gentlemen agreed, but also pointed out that none compare with the quality of AMSOIL lubricants. He said U.S. oil companies are just now trying to do what I did twenty five plus years ago, but they still don’t have the commitment to quality that has made AMSOIL what it is today. Believe me, that commitment remains as strong today as it was when I started this company. As I watch and listen to my staff at these meetings, I can’t help but take pride in the fact that they demand the best our suppliers have to offer. They won’t accept second best because they know I won’t!

Over these past nearly thirty years, the name AMSOIL has become synonymous with high quality lubricants and other products. You, our Dealers, depend upon AMSOIL to provide you with these highest quality products. And we, in turn, depend upon you to sell those products and continue to build our sales force through your sponsoring. Your success guarantees our success, and vice-versa.

This issue of Action News introduces our newest top quality product, our Formula 4-Stroke Motor Oil. This product answers the need for motor oils used in ATV’s, 4-stroke outboards, lawn and garden equipment, motorcycles, and other 4-stroke engines. It, along with the many other products we manufacture that are used in outdoor machinery and sporting equipment, make it easier than ever to sign up Retail Accounts that sell sports equipment. That includes our 2-cycle oils, marine lubricants, motorcycle oils, chaincase oil, greases, MP and MPHD, shock oils, etc. The AMSOIL name is known and respected in this market and you should definitely be taking advantage of it in your business.

I was speaking to my good friend Direct Jobber, Matt Koenig, the other day about his AMSOIL business. Matt has always placed a lot of emphasis on personal sales and has been quite successful doing so. But he told me he has become more and more aware of the importance of sponsoring and building his organization. It is crucial in maximizing the income potential of his business, just as it is for every AMSOIL Dealer. That’s why signing up Retail Accounts that can sell your whole line of outdoor sports equipment lubricants should be a part of your business plan.

Our job here at AMSOIL is to provide the tools required to make your success as easy to attain as possible. The quality of our products is paramount in that effort. But the one thing we can’t provide is the motivation to work hard at your business. Motivation has got to come from within, and we need to continually re-motivate ourselves. Like one of our keynote speakers at a past AMSOIL Convention, Zig Zigler, once said, getting motivated is just like taking a shower. It doesn’t last. You’ve got to take your shower every day!

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

Discussion about Amsoil’s Home Dealership Business Opportunity

Amsoil ExecutivesWhen AMSOIL INC. was first created our goals were simple and straightforward. Foremost among them was providing the absolute best products we could possibly provide. I began by gaining as much knowledge as I could about synthetic lubrication. This required countless hours of research. I devoured every book and scientifi c paper available on the subject, then ultimately hired the most accomplished chemists I could find in the field of synthetic lubrication. Together, we laid the foundation of what would become a complete line of the finest lubricants in the industry. On a personal level, my financial goals were modest. I wanted simply to earn enough money to support my family and myself comfortably. Money alone was not what was driving me.

Beyond that, we as a company were determined from the start that AMSOIL INC. would take every measure to do the right thing at all levels in the operation of our business and in the corporate relationships we developed. That, of course, included the business opportunity we provided. We have insisted from the start that the AMSOIL business opportunity remains viable, affordable and profitable for all Dealers who are serious enough and willing enough to invest the time and effort. In that regard, we have employed a philosophy I learned very early in life; That is, a half a loaf of bread is better than none. We have always maintained extremely low profit margins in comparison to other companies, all to ensure greater profitability for our Dealers. Similarly, we have always refrained from raising our prices unless absolutely forced to do so by any number of costs beyond our control. Again, our concern is for the profitability of our Dealers. A half a loaf of bread is better than none, and the more successful our Dealers are, the stronger the company becomes.

Along similar lines, we have always taken great effort to provide the absolute best training possible for our Dealers. Once again, it is the right thing to do. AMSOIL University, for example, is specifically geared to arm Dealers with the expertise they can use to excel in all areas of this business. It is well documented that those Dealers who take advantage of the training we provide, especially AMSOIL U, attain greater levels of success at faster rates than those Dealers who do not.

We do right by our vendors, too. Although we will certainly never allow ourselves to be taken advantage of, we make no unreasonable demands. All we demand is a fair deal, and our vendors respect us for that. They appreciate our technical expertise and our relentless commitment to high quality. In fact, most of our vendors sincerely enjoy their visits to AMSOIL. They share in our challenge to develop great products, and they enjoy the friendships we establish.

Lastly, there is no denying that this company does right by consumers. Our products provide real and costsaving benefits that simply can’t be found with other products. Longer lasting equipment, reduced maintenance, reduced fuel costs and extended drain intervals all contribute to customer satisfaction. And when you top that off with the environmental benefits, it is overwhelmingly obvious that we deliver value that consumers just won’t find elsewhere in the industry.

And speaking of the environment, AMSOIL was recently recognized for doing the right thing as a responsible corporate citizen by an organization established by our local and city governments. The Superior/ Douglas County Count Me Green Program selected AMSOIL based on the processes we have established in virtually all areas of environmental stewardship. They cited our effort in recycling, which includes drums, totes, boxes, bottles, stretch wrap and banding. We recycle all of our batteries, light bulbs, absorbents, electronics, paper, glass, aluminum, copper and plastic. We use reconditioned totes and pallets, and all of our corrugated boxes are purchased from companies which carry the Sustainable Forest Initiative credential. We have also instituted an extensive environmental stewardship program to train our employees on material handling and recycling habits.

I know for a fact that each and every AMSOIL employee appreciates the extra measures this company takes to maintain the extremely high standards we have set. I would hope, also, that the pride they feel is shared throughout our Dealer network. As a company, we do the right thing, and that’s a claim not all companies can make.


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

Amsoil Product Updates

From the President's Desk

Amsoil President, Vice President and Managing DirectorThis past year, like most years, was unpredictable in many respects, yet predictable in others. The economy, of course, continued to affect virtually all categories of business, and AMSOIL was no exception. I am happy to report, however, that the company continued to grow in 2009 and we remain strong, stable and on the move. You can expect more of the same in 2010.

In terms of products, we will maintain full throttle on our research and development. At any one time at AMSOIL we have up to a dozen products under review that may or may not ultimately be developed. Careful analysis is done on each to determine its marketability. Performance levels, pricing, potential markets and many other variables are scrutinized to determine a product’s feasibility. The ultimate goal, as always, is to develop products that bring benefits to consumers and profits to our Dealers. This we will do.

As the lubricant industry becomes increasingly more complicated with the addition of more regulations, service classifications and equipment refinements, AMSOIL will remain at the cutting edge. Our willingness and ability to adopt new technologies and push performance parameters to the limit set us apart from other companies. For example, an emission policy recently passed down by the Environmental Protection Agency that demands a reduction in carbon monoxide, hydrocarbons and nitrogen oxides emitted by small, off-road gasoline engines will require changes in motor oil formulations. Other companies will set their sights on the minimum standards, solely to satisfy the EPA mandate. AMSOIL, on the other hand, will develop products that excel in those applications, including outboard motors, lawn mowers, personal watercraft and all other non-road small engine equipment.

Similarly, and on an even larger scale, the ILSAC GF-5 passenger car motor oil specification, which is scheduled for implementation in 2011 and is designed to help original equipment manufacturers meet EPA regulatory requirements, will require the development of more sophisticated motor oils. This works to the benefit of AMSOIL. While other companies may struggle within the confines of their cost/ profit restraints, AMSOIL will develop formulations that exceed GF-5 specifications and maintain AMSOIL standards. We will continue to work closely with our suppliers and select only those technologies that yield the absolute best results in terms of quality and performance.

It doesn’t matter what the challenge is. Whether it’s a regulation imposed by a government agency, a performance issue encountered through equipment design or an obstacle kicked up by an unstable economy, AMSOIL will remain on track. And Dealers can be assured that AMSOIL will continue to provide those components that are absolutely essential to creating and maintaining a highly profitable business opportunity.

First and foremost is the high quality of our products. Beyond that is the stability of this company. Any potential AMSOIL Dealer can look at our longstanding stability and determine immediately that the business opportunity we provide offers real, absolute potential. Second, we make no outrageous promises, but can guarantee that hard work and dedication can translate directly to Dealer success. Finally, is training. Whether through our website, printed materials, AMSOIL University, personal contact with corporate staff members or any other resource we provide, any Dealer has access to the education necessary to succeed in his or her AMSOIL business.

As we look ahead now to 2010, I can confidently say to all Dealers that the only real limitations they have are those they create for themselves. This company will continue to grow, and we can all look forward to another challenging, yet successful year.

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