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, 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. It distributes products in North America via a network of independent dealers following a direct-marketingbusiness model.
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.
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 MinnesotaDepartment 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. Amatuzio died on April 1, 2017. Today, Amatuzio's son, Alan Amatuzio, serves as AMSOIL President & CEO.
In 1972, AMSOIL 10W-40 Synthetic Motor Oil became the first synthetic motor oil in the world to meet American Petroleum Institute service requirements. The company created its tagline, "The First in Synthetics®," to acknowledge the achievement.
Network marketing
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.
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.
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.
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, the Ultimate Callout Challenge, Team O’Neil Rally School, off-road driver Bryce Menzies and many others. AMSOIL also has the naming rights to an ice hockey venue in Duluth, Minnesota, named AMSOIL Arena.
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 more. The AMSOIL product line includes multiple synthetic lubricants that represent firsts of their kinds in several industries.
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.
