Experts Predict Continued Growth For Synthetics

Experts Predict Continued Growth For Synthetics

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by Ed Newman
AMSOIL Director of Advertising
This article appeared in National Oil & Lube News, June 2010

For the past few years we’ve read how the lubricants market has been “flat.” Pundits have noted that though not going away any time soon, oil is certainly not a stellar growth sector in the economy. And yet, if you look back at the historical record there has been a segment of the lube industry which has been quietly growing for a long time. We’re speaking of the synthetic lubricants sector, and a new report by the Freedonia Group indicates that U.S. demand for synthetic motor oil is expected to rise more than 7 percent a year over the next three years. These robust numbers might be worth paying attention to.

An April 7 article by George Gill in his Lube Report* from Lubes ‘N Greases highlights the details of Freedonia’s research findings. The opening salvo is a brief summary of the numbers. He follows with this:

“Engine oils and hydraulic and transmission fluids will experience the fastest gains as synthetics finally begin to penetrate the conservative medium and heavy duty truck market,” Cleveland-based Freedonia suggests, “and as increasing new vehicle lubricant performance requirements and growing consumer acceptance further expand synthetics’ share of the light vehicle market.”

Driving Forces
Ned Zimmerman cites four primary drivers for the growth in synthetic lube sales. First, the major brands have stepped up their marketing efforts in this direction. A lot more money is now being spent to make motorists aware of these new lube technologies.

Second, the trend toward OEMs using synthetics in many makes and models will drive demand. GM and others recognize the role synthetics play in helping vehicles attain increasingly stringent Corporate Average Fuel Economy (CAFE) requirements. This, too, is helping consumers become more aware of the benefits of synthetics.

Third, Zimmerman noted that while awareness is already strong in the do-it-yourself market, near-term economic pressures will likely drive many others to evaluate and choose synthetics in an effort to reduce maintenance costs.

Fourth, the consumers who make up the bulk of the do-it-for-me market are the kind of people more susceptible to mass marketing. (See point one.)

In short, we’re seeing a convergence of driving forces that will result in the continued growth and mainstreaming of synthetic motor oils and drivetrain fluids. Is this a good thing? Absolutely.

The Trend Is Your Friend
Wall Street has plenty of pithy maxims for investors that sum up pearls of wisdom learned from the school of hard knocks. For example, when you miss a good investment opportunity, there’s consolation in knowing “another bus will be along in fifteen minutes.” With regard to buying stocks Peter Lynch said, “Spend at least as much time researching a stock as you would choosing a refrigerator.” And this Sioux proverb is also a good admonition: “When you realize that you are riding a dead horse the best strategy is to dismount.”

So, the saying that immediately jumps into my mind when I read the Freedonia report is this: “The trend is your friend.”

In sailing, there’s nothing like the feeling of the wind at your back and clear horizons ahead, the sail taut, catching the wind. The wind at your back makes everything easier. Catch the wind. The trend is your friend.

I recently picked up a hitchhiker on a rural highway. He’d been walking near fifteen miles when I came along. Heavy laden with a rather hefty set of baggage, he said he hadn’t minded most of it until this last portion where he came up a rise and was now walking into a headwind. It had been a beautiful day, but it’s tough to walk into the wind. And we all know what happens when you spit into the wind.

I’ve never been a surfer (other than body surfing in Puerto Rico) but I understand the principle. Surfers watch the incoming waves with an eye to the big ones that will give the biggest thrill. They paddle with the trend and position themselves to make a run. When it all comes together, the rush and roar of riding the wave gives an incomparable thrill. The trend is the surfer’s friend. Successful surfers go with the flow, not against it.

Summing Up
It’s a simple message that oil change professionals can profit from. The trend is toward more sophisticated technologies, and high tech lubricants will be increasingly required in the future, as well as desired. Promoting a properly priced premium synthetic solution is the primary way to benefit from this trend.

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*“U.S. Synlubes Outlook Promising”, George Gill, Lube Report from Lubes ‘N Greases, April 7, 2010

AMSOIL Engine and Transmission Flush - Renew your Engine!

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AMSOIL Engine and Transmission Flush Prepares Engines and Transmissions For New Oil

See Pricing Information or Place an OrderPackage sizes include:

16-oz. Bottle
16-oz. Bottles (case of 12)
5-gallon pail
55-gallon drum

AMSOIL Engine and Transmission Flush (FLSH) helps restore fuel economy, increase operating efficiency and reduce emissions in gasoline and diesel engines, and automatic transmissions. Its potent, detergent-based formula cleans sludge and deposit build-up, promoting lower operating temperatures and reduced oil consumption. AMSOIL Engine and Transmission Flush is safe on parts and can be easily disposed of with waste oil.

Restores Vehicles to Like-New
New engines and transmissions run more efficiently, but over time they gather harmful deposits that cause power and performance loss. Stop-and-go driving, prolonged idling, short trips that do not allow the engine to reach full operating temperature, towing, the ingestion of airborne dirt, fuel dilution, water condensation and oxidized oil all can promote sludge build-up in motor oil and transmission fluid. As it settles, sludge clogs narrow oil passages, restricting oil flow to vital parts, especially the upper valve train area.

In transmissions, deposits can form on clutch plates, causing hesitation and erratic shifting. Ultimately clutch glazing can set in, reducing the life of the transmission. Deposits in engines and transmissions can accelerate wear, causing power loss and increased fuel consumption.

• Cleans engines and transmissions for improved efficiency, fuel economy and lower emissions
• Prolongs equipment life
• Detergent-based formula more environmentally friendly
• Compatible with seals and gaskets
• One-treatment results
• Easily disposed of with waste oil

Installing new oil or transmission fluid into a dirty vehicle may not be enough to remove deposits and increase efficiency. The detergents and dispersants in some lubricants may not be able to handle leftover sludge and deposits, and the new lubricant soon becomes unfit for service, accelerating the formation of even more harmful deposits.

AMSOIL Engine and Transmission Flush Benefits
Unlike many flush products, AMSOIL Engine and Transmission Flush features a multi-use formulation that dissolves and disperses sludge, varnish and deposits in both engines and automatic transmissions. Due to its detergent-based formulation, used AMSOIL FLSH can be easily disposed of with waste oil, making it more user-friendly. Its advanced formula of light base oil technology, powerful detergents and dispersants provides safe cleaning action. AMSOIL FLSH is compatible with both petroleum and synthetic oils, preparing poorly maintained equipment for installation of new oil. It represents the first step toward restoring neglected equipment to top-notch performance. AMSOIL Engine and Transmission Flush provides the following benefits in only one treatment:

Gasoline and Diesel Engines

• Helps loosen sticky valves and rings, minimizing blow-by and reducing emissions
• Helps quiet lifter noise
• Promotes lower operating temperatures through sludge removal
• Easy disposal

Automatic Transmissions

• Cleans deposits in oil cooler and ports
• Helps unclog fluid passages
• Cleans deposits and varnish from clutch plates, helping improve efficiency
• Promotes smoother operation and transmission life through reduced shift delay

Applications
AMSOIL Engine and Transmission Flush is recommended for diesel and gasoline engines, and automatic transmissions. It is not recommended for CVT transmissions or differentials.

Directions for Use
Though it works in one treatment, AMSOIL Engine and Transmission Flush is safe enough to be used at every oil change. If using a flushing machine, follow the manufacturer’s recommendation. Otherwise, use the following guidelines:

Engine: Add 16 oz. bottle of AMSOIL Engine and Transmission Flush to engine oil fill port. Idle the engine for 10-15 minutes, then immediately drain the oil. Ensure enough time for the system to completely
drain. Remove and replace the engine oil filter. Refill engine with new engine oil in the viscosity grade recommended by the manufacturer.

Transmission: Engage emergency brake. Add 16 oz. bottle of AMSOIL Engine and Transmission Flush to transmission oil fill port. Idle for 10-15 minutes; shift through drive and reverse. Do NOT place vehicle under heavy load. Drain entire transmission and torque converter of fluid. FILTER MUST BE CHANGED prior to refilling with new transmission fluid.

NOTE: It is not recommended to flush transmissions that do not have a removable pan or access to the transmission filter.



(above) Automatic transmission clutch plates pre-cleanup. Varnish and glazing is heavy on some of the plates.


(above) Automatic transmission clutch plates after cleanup with AMSOIL Engine and Transmission Flush reveal lighter glazing and varnish.


(above) Cylinder head pre-cleanup. Note the sludge deposits on and around the valve springs and push rod openings.



(above) Cylinder head after cleanup with AMSOIL Engine and Transmission Flush. The valve springs and push rod openings are noticeably cleaner, with fewer sludge deposits. The manufacturer’s stamping is more easily seen.

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Amsoil Synthetic Oil Basics - Educational Resource with Rob Stenberg

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View AMSOIL in ACTION: http://www.youtube.com/watch?v=tfSFBwTX7Ew/?siteid=amsoilofwisconsin.blogspot.com

The AMSOIL Information Series videos featuring Rob Stenberg provide an educational resource for lubrication-related topics and industry news. Make sure to check back with this page frequently, as new videos will be added regularly.



This second segment in the Information Series covers the differences between synthetic and conventional oils, what sets AMSOIL apart from the competition and the benefits of using AMSOIL synthetic oils. Posted March 22, 2010

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Amsoil's History of "Firsts!"

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A RICH HISTORY - AMSOIL, A COMPANY OF "FIRSTS!"

As a jet fighter squadron commander LIEUTENANT COLONEL ALBERT J. AMATUZIO had ample opportunity to witness synthetic lubricants in action. These oils are used exclusively in jet engines because of three extraordinary performance characteristics: an ability to reduce friction and wear on engine components, an ability to function dependably at severe temperature extremes and an ability to withstand rigorous and lengthy engine operation without chemical breakdown.

Recognizing that these same benefits would prove invaluable in combustion engines, Al Amatuzio formulated the first synthetic motor oil in the world to meet API service requirements for automobile engines. The new lubricant performed like no other before it. When the first can of AMSOIL 10W-40 appeared on the market in 1972, it signaled the birth of an entire industry. AMSOIL synthetic lubricants have expanded the boundaries of lubrication science and redefined the performance possibilities of modern machinery and engines.

AMSOIL INC. was founded on Al Amatuzio’s desire for technical innovation, his commitment to high quality and his belief that consumers would respond to a superior product. The company has remained true to these ideals; its history is a checklist of revolutionary products that have withstood the tests of time. As the pioneer corporation in the field of synthetic lubrication, AMSOIL sees its Commitment to Excellence as a historical responsibility, and A.J. Amatuzio’s energy and vision continue to drive the company forward. ...

inspired by aerospace technology Al Amatuzio's induction to the Lubricants World Hall of Fame is the ultimate tribute to the man who started it all.

He is firmly established among the giants who have shaped the industry. Al Amatuzio's desire for technical innovation, his commitment to higher quality and his belief that consumers respond to superior products remain the core of the AMSOIL philosophy.

Center: Albert J. Amatuzio Left: Alan Amatuzio Right: Dean Alexander AMSOIL Today Under the leadership of President Albert J. Amatuzio, along with Alan Amatuzio, Executive Vice President and COO, and Dean Alexander, Executive Vice President and General Manager, AMSOIL remains the leader in synthetic lubrication technology. •Albert J. Amatuzio President and CEO •Alan Amatuzio Executive Vice President and COO •Dean Alexander Executive Vice President and General Manager

AMSOIL has a documented history of innovation and leadership.

•First to develop an API-rated 100 percent synthetic motor oil.

•First to introduce the concept of "extended drain intervals" with a recommended 25,000-mile/1-year drain interval.

•First U.S. company to utilize the NOACK volatility test as a standard of performance excellence.

•First to produce synthetic motor oils for diesel engines, racing engines, turbo and marine engines.

•First to introduce synthetic oils that legitimately contribute to improving fuel efficiency.

•First to manufacture synthetic gear lube for automotive use.

•First to manufacture a 100:1 pre-mix synthetic 2-cycle oil.

•First to manufacture a synthetic automatic transmission fluid for automotive use.

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AMSOIL Sandbox Arena - New Richmond, WI

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AMSOIL Sandbox Arena - New Richmond, WI

Inside the Facility

Our Tracks

At Sandbox Arena, riders will be able to enjoy themselves on two challenging tracks. The smaller of the two tracks is our mini track, designed for kids on small motorcycles and quads (65cc or smaller) and for people of all ages that are just learning to ride.

The large track is meant to challenge riders of all ages and skill levels. Professionally designed and built by Shane Schaefer, of Schaefer Tracks, this track will have lines for novices and experts alike!

Pits
One of the most asked for, and unique aspects of our track, was that we build large heated pits, and that’s exactly what we did! Our heated concrete pits will house around 300 motorcycles, and quads. Large bay style doors allow easy one way entrance and exit to the track to avoid too much congestion.

Lobby
The large lobby hosts some great distractions for those that need a break from riding or watching! Come on in and grab a bite to eat, something to drink or just play video games! For those that need a part, riding gear or just a souvenier head to our motocross store to stock up!

Bleachers
With three large sets of aluminum bleachers we have ample seating for the fans that don’t want to miss a series race, or the parents that just want to watch their son or daughter practice.

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Amsoil Synthetic Gear Lube Outperforms Valvoline Gear Lube

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AMSOIL Synthetic Gear Lube Outperforms Valvoline Gear Lube

Product Tested: 75W-90 Synthetic Gear Lube (FGR)

Overview

AMSOIL submitted its 75W-90 Synthetic Gear Lube (FGR) and Valvoline 75W-90 Gear Lube to an independent laboratory for quality comparison tests. The gear lubes were tested according to ASTM testing procedures in several critical performance areas, including oxidation resistance, viscosity retention and cold temperature fluidity. Oxidation resistance was measured using the L-60-1 Thermal Oxidation Stability Test, viscosity retention was measured using the KRL Shear Stability Test and cold temperature fluidity was measured using the Brookfield Viscosity Test. Additional load carrying, wear, extreme pressure and scoring protection tests were performed exclusively on AMSOIL 75W-90 Synthetic Gear Lube using the L-37 High Torque Axle Test and the L-42 High Speed Axle Test.

L-60-1 Thermal Oxidation Stability Test

-Test Conditions

The L-60-1 Thermal Oxidation Stability Test measures a lubricant's rate of deterioration under severe oxidation conditions. A measured sample of test lubricant is placed in a special gear case with two spur gears and a copper catalyst strip. The gears are driven at 1,725 rpm at 163°C for a 50-hour duration, while air is bubbled through the sample.

Viscosity increase, deposits not soluble in pentane or toluene, carbon varnish and sludge deposits are measured upon test completion. Test specifications are listed below.

L-60-1 Thermal Oxidation Stability Test Specifications

API GL-5
API MT-1/SAE J-2360/MIL-PRF-2105E/Mack GO-J
Mack GO-J+

Test Conditions 50 hours @ 163°C 50 hours @ 163°C 100 hours @ 163°C
% Viscosity Rise 100 Max 100 Max 100 Max
% Pentane Insolubles 3 Max 3 Max 3 Max
% Toluene Insolubles 2 Max 2 Max 2 Max
Carbon Varnish Rating Not Required 7.5 Min 7.5 Min
Sludge Rating Not Required 9.4 Min 9.4 Min

L-60-1 Thermal Oxidation Stability Test Results
AMSOIL Synthetic 75W-90
Valvoline 75W-90
Valvoline 75W-90

Test Conditions 100 hours @ 163°C 50 hours @ 163°C 100 hours @ 163°C
% Viscosity Rise 25.17 17.50 38.50
% Pentane Insolubles 0.20 0.87 1.17
% Toluene Insolubles 0.13 1.11 0.99
Carbon Varnish Rating 8.0 7.2 5.9
Sludge Rating 9.5 9.4 9.4

-Test Results

Because AMSOIL 75W-90 Synthetic Gear Lube is a premium lubricant designed for extended drain service, the test was allowed to continue for 100 straight hours, double the standard test length. The Valvoline 75W-90 was run at both the standard 50-hour test length and the double 100-hour test length. Test results indicate AMSOIL 75W-90 Synthetic Gear Lube outperformed Valvoline at both test lengths.

Even at double the standard test length, AMSOIL 75W-90 scored almost four times better than industry test specifications in the area of viscosity increase, while also greatly exceeding specifications in all areas of the test.

KRL Shear Stability Test

-Test Conditions

It is essential that high-quality gear lubes resist shear to ensure adequate oil film thickness and protection against friction and wear. The KRL Shear Stability Test is used to determine the mechanical shear stability of lubricants containing polymer. Mandatory under the SAE J-306 gear oil standard, the KRL Shear Stability Test makes use of a taper roller bearing in order to shear the test fluid and determine the permanent drop in viscosity caused by the mechanical stress under practical conditions. Under the specifications of SAE J- 306, the measured viscosity at 100°C (212°F) of an SAE 90 gear oil must exceed 13.5 cSt after 20 hours of testing.

-Test Results

AMSOIL 75W-90 Synthetic Gear Lube easily exceeded SAE J-306 specifications following the 20-hour test length and was allowed to continue for a total of 192 straight hours, almost 10 times longer than the standard test length. Even after this extended test, AMSOIL 75W-90 lost only 0.40 percent of its original viscosity, making it 99.6 percent shear stable.

Valvoline 75W-90 Gear Lube, on the other hand, failed the test during the initial 20-hour testing period, losing 14 percent of its original viscosity.

Bookfield Viscosity Test

-Test Conditions

The Brookfield Viscosity Test (ASTM 0-2983) is used to determine the internal fluid-friction of a lubricant during cold temperature operation. The lubricant sample is chilled in a -40°C (-40° F) air bath for 16 hours, and a Brookfield viscometer determines the torque required to shear the lubricant. The lower the cold temperature viscosity (measured in centipoise), the better the cold temperature protection. ASTM specifications dictate that 75W-90 gear oils measure less than 150,000 cP at test completion.

-Test Results

AMSOIL 75W-90 Synthetic Gear Lube easily passed the Brookfield Viscosity Test, measuring 88,000 cP at test completion, 42 percent less than test limits. The superior cold temperature properties of AMSOIL 75W-90 Synthetic Gear Lube ensure quicker oil flow, enhanced component protection and improved fuel efficiency.

Many conventional lubricants fail to pass the Brookfield Viscosity Test due to the paraffinic (wax) content in their base oils. Valvoline Gear Lube passed the test at 130,000 cP, only 13 percent lower than test limits.

1-37 High Torque Axle Test

-Test Conditions

The L-37 High Torque Axle Test is used to evaluate a gear lubricant's load-carrying, wear and extreme pressure characteristics in hypoid gears operating under both high-speed/low-torque and low-speed/high-torque conditions. A Dana Model 60 hypoid gear axle is used with either coated or uncoated drive gear and pinion to drive two dynamometers from an eight-cylinder, 5.7-liter gasoline engine. With the axle filled with the test lubricant, the high-speed/low-torque test is performed for 100 minutes, with the gears visually assessed afterwards. Next, the low-speed/high-torque test is run for 24 hours, followed by a thorough inspection of the gears. Performance relative to API GL-5 and MIL-PRF-2105E specifications is assessed based on tooth surface rippling, ridging, pitting and wear, deposits and discoloration.

-Test Results

Testing on AMSOIL 75W-90 Synthetic Gear Oil was conducted using uncoated gear and pinion. The AMSOIL lubricant passed on all counts and showed little to no rippling, ridging, pitting or deposits, indicating that AMSOIL 75W-90 provides superior protection and performance under extreme pressure conditions.

L-42 High Speed Axle Test

-Test Conditions

The L-42 High Speed Axle Test evaluates the antiscoring characteristics of a gear lubricant operating under high-speed and shock-loading conditions. A Spicer Model 44-1 hypoid gear axle is driven by a 5.7 liter, V8 gasoline engine with a four-speed truck transmission and two high-inertia dynamometers and hard accelerated to 100 mph. The axle is periodically shock-loaded through a dynamometer to simulate high shock-loading conditions. The axle is accelerated through the gears to 1,050 r/min and decelerated to 530 r/min. This cycle is repeated five times, followed by 10 shock loadings. In order to meet API GL-5 and MIL-PRF-2105E gear oil specifications, scoring must be equal to or better than gears tested with a reference oil.

-Test Results

AMSOIL 75W-90 Synthetic Gear Oil easily passed the L-42 High Speed Axle Test, receiving a significantly better rating than the reference oil and leaving little to no scoring on the ring and pinion.

For more information, visit us at: http://www.vaughninc.com

Sturgis Motorcycle Rally and Daytona Bike Week!

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The release of the AMSOIL A Study of Motorcycle Oils white paper shook up the motorcycle oil marketplace and showed motorcyclists why AMSOIL is The First in Synthetics. The quality of AMSOIL 10W-40 and 20W-50 Synthetic Motorcycle Oil has impressed so many motorcycle enthusiasts that word-of-mouth promotion has created an industry-wide buzz for AMSOIL. Adding to the excitement is the news that AMSOIL is now the Official Oil of the Sturgis Motorcycle Rally and Daytona Bike Week. The Sturgis and Daytona rallies are the biggest events for motorcyclists, with more than one million riders attending the two rallies. As the Official Oil of both the Sturgis Motorcycle Rally and Daytona Bike Week, AMSOIL is gearing up for an exciting summer.

Sturgis
AMSOIL has had a corporate presence at Sturgis since 2006. This year, as the rally’s Official Oil, AMSOIL will be very prominently displayed. “People are going to see AMSOIL; there’s no way you can miss us,” said Regional Sales Manager Rob Stenberg. Stop by the AMSOIL booth in downtown Sturgis for AMSOIL products, clothing and more. Check the official Sturgis Motorcycle Rally website (www.sturgismotorcyclerally.com) for more information.

Daytona
Popular with both Harley-style street bike riders and the metric crowd, the Daytona rally is similar in size and popularity to Sturgis, also boasting more than 500,000 attendees annually. AMSOIL will have a booth in the Daytona Bike Week Information Center, check the official Daytona Bike Week website (www.officialbikeweek.com) for more details.

Laconia
North America’s third largest motorcycle rally, Laconia is the oldest of its kind. The very first unofficial event was held in 1916 with 300-400 motorcyclists gathering annually at Weirs Beach. The event has steadily grown ever since. The 75th Anniversary brought upwards of 330,000 people during the ten-day event, with attendees steadily going up to over 400,000 in 2004. This trend seems to be going strong, with more people becoming aware of Laconia Bike Week and its steadfast reputation. For more information please visit the Laconia Bike Week website at www.laconiamcweek.com.

National Street Rod Association (NSRA)
AMSOIL Goes Hot Rodding: NSRA
In 2007 AMSOIL became an official product sponsor of the National Street Rod Association (NSRA). The NSRA is a loyal network of more than 55,000 classic car enthusiasts, The organization puts on 13 national events per year in various parts of the country with attendance well over 250,000 people. Spectators attend in order to see and hear many of the best constructed, most beautiful vintage automobiles around.

These NSRA events primarily draw together pre-1940’s cars, with the exception of two large events that are for cars 30 years old or older. These two events help capture the muscle car crowd to seed the future of hot rodding.

The NSRA offers high visibility in a niche market that many AMSOIL Dealers are already involved in. The national events begin in April and run through October.
Diesel Power Challenge

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