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Mobil Follows AMSOIL Into Extended Drain Interval Market
 

What the Introduction of ExxonMobil Long Drain Motor Oils Means for AMSOIL

A press release from ExxonMobil announced a new line of motor oils recommended for extended drain intervals.

It was only a matter of time before another company followed the path forged by AMSOIL over 30 years ago. Some Dealers may recall that Mobil also followed AMSOIL into the synthetic motor oil business, introducing its synthetic motor oil two years after AMSOIL. The technology for extended oil drains is obviously available, but until now, the major oil companies have had other agendas. Marc Graham, who is president of Pennzoil-Quaker State-owned Jiffy Lube International, was quoted in a 2001 Lubricants World interview as saying, “At [PQS] we use a number internally that if we [shortened the drain interval] by 100 miles [for each car serviced], it would mean an additional $20 million in revenue for the company.” He also explained that “if we could move our customers to get one more oil change per year, it’s worth $294 million for the oil change alone and $441 million in revenue, when you include the ancillary products and services customers typically buy along with the oil change.”
 

Mobil backed off 25,000-mile oil change intervals in 1974.

Mobil briefly recommended 25,000-mile oil drains in the 1970s. It’s not difficult to figure out who they were trying to compete with. AMSOIL was the only other company offering synthetic motor oils and recommended 25,000-mile drain intervals. However, it may be that because vehicle manufacturers weren’t yet comfortable with extended drain intervals, Mobil retracted its extended drain recommendations and simply recommended motorists follow the intervals specified in their vehicle’s owners manual. Of course, traditional oil change recommendations also allow Mobil and other motor oil companies to sell a lot more oil. Everyone wins but the customer.
 

AMSOIL stands apart from the competition.

AMSOIL has always formulated its products to be the absolute best, continually researching ways to make its already outstanding products even better. Other oil companies, however, are beholden to shareholders, and one could speculate that their incentive is to maximize profit. They formulate oils down to a price, rather than formulating them to be the best they can be. Then, they price their products to maximize profits. In addition, AMSOIL has 33 years of experience blending premium extended drain synthetic oils. That’s 33 years worth of proven performance in the field.

A close look at ExxonMobil’s new long drain motor oil line reveals that two are petroleum based, one is a synthetic blend and only one, Mobil 1 Extended Performance, is a full synthetic. The petroleum-based products are recommended for 5000-mile drains, the synthetic blend for 7500-mile drains and Extended Performance for 15,000-mile drains. However, a look at the fine print reveals that ExxonMobil is still recommending drivers follow the oil drain recommendations listed in their owners manuals during the warranty period. AMSOIL synthetic motor oils are recommended for 25,000-mile or one-year drain intervals in both new and older vehicles. The AMSOIL warranty stands behind this recommendation.
 

AMSOIL has recommended 25,000-mile/oneyear drain intervals since 1972.

AMSOIL delivers the highest quality lubricants on the market. It’s the AMSOIL identity, and it’s what customers expect. Al Amatuzio coined the phrase “extended drain interval,” and from the beginning, AMSOIL Synthetic Motor Oils have been formulated for extended drain intervals.
 

Vehicle manufacturers are pushing for extended oil drain intervals.

Vehicle manufacturers in Europe have been recommending extended oil drains for years. In fact, the average drain interval in Europe is 10,000 miles. Vehicle manufacturers in the United States are definitely coming around to extended oil drains as well. Most owners manuals from recent model vehicles recommend 5000 to 7500 mile oil drain intervals. In addition, oil life monitors have become increasingly common on today’s vehicles, allowing and encouraging motorists to increase drain intervals up to 12,000 miles, even when using conventional oil. Vehicles equipped with an oil life monitor no longer recommend oil changes based solely on mileage. The system measures engine operational data such as temperature, revolutions and speed to determine when the oil is nearing the end of its life.
 

The motor oil industry is faced with the extended oil drain interval issue.

The success of oil life monitors has posed a threat to motor oil companies who insist oil must be changed every 3000 miles. It becomes increasingly difficult to maintain this position when vehicle manufacturers are recommending significantly longer intervals with the use of their oil monitoring systems. This is no doubt one of the reasons ExxonMobil finally introduced a line of long drain motor oils.
 

AMSOIL Dealers will benefit from ExxonMobil’s entry into the extended drain market.

AMSOIL Dealers expect increased sales and increased interest in the Preferred Customer Program and the Dealer Opportunity. When Mobil first entered the synthetic motor oil market in 1974, many of our Dealers were concerned about their sales. However, rather than suffering, sales numbers actually skyrocketed. While AMSOIL was once the lone voice promoting the benefits of synthetic motor oil, it was then suddenly joined by the largest motor oil company in the world. The Mobil campaign helped educate consumers about the benefits of synthetic motor oil, and AMSOIL Dealers were able to take advantage. As other motor oil companies joined the ranks and offered synthetics, the message became even more mainstream and the demand for synthetic motor oil continued to rise.

With ExxonMobil introducing a line of long drain oils, it’s the same situation. While AMSOIL has certainly proven that extended drain intervals provide valuable benefits, the fact that ExxonMobil is finally saying the same thing brings the message to even more people. People who were previously dubious about extending oil drain intervals will be more inclined to do it, and AMSOIL Preferred Customers and Dealers will pay significantly less for an oil that lasts longer than ExxonMobil. However, unlike ExxonMobil or anyone else, AMSOIL offers 33 years worth of tried and true performance!
 

AMSOIL Beats ExxonMobil on Price.

At the time of this writing, the suggested retail price of the top oil in ExxonMobil’s new line, Mobil 1 Extended Performance, is $5.79 to $5.99 a quart. That’s right in line with AMSOIL 5W-30 and 10W-30, which retail for $5.95 a quart. By registering as an AMSOIL Preferred Customer, customers pay only $4.65 a quart, and even less when purchasing by the case.

Armed with the facts, AMSOIL Dealers are positioned to capture even more extended oil drain interval customers. It is up to us AMSOIL Dealers to spread the word. By offering customers AMSOIL synthetic motor oils, AMSOIL Dealers are offering a better oil, a longer drain interval, a better price and 33 years worth of proven performance!
 

Interested in becoming an AMSOIL Dealer?

Knowledge is Power! We have set up a plan to help you excel in your own AMSOIL Dealership. This is exclusive to dealers in our group only! With effort and the information we provide, you should be well on your way to creating a successful business. We have the knowledge base to help you succeed! We are the largest group in AMSOIL consisting of OEM Engineers, Designers and lubricant specialists. We are confident that our experience will provide an excellent source of knowledge and information while building your dealership or using AMSOIL synthetic products in your vehicles / equipment. AMSOIL has the warehouses, manufacturing, distribution systems and marketing plan already in place! All you have to do is use the tools offered and develop your own personal group of AMSOIL Dealers. AMSOIL is an excellent company to represent and the synthetic products are the best there is, period!

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