AMSOIL ONLINE STORE

DEALER EDITION
JULY 2017

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THANK YOU, DEALERS.

Thank you for all your efforts.
Your hard work in the field hasn’t gone unnoticed.
We appreciate each of you.

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TA B L E O F C O N T E N T S

DEALER EDITION
JULY 2017
M A G A Z I N E

STAFF

World’s Most Powerful Outboard Motors Editor

Terry Johnsen
Rely on AMSOIL | PAGE 8 Associate Editor
Joel Youngman
Staff Writers
Kathy Anderson
John Baker
Dan McClelland
Joel Youngman
Graphic Design Manager
Jeff Spry
Senior Graphic Designer
Luke Boynton
Content Contribution
Matt Erickson
Brett Granmo
Mark Nyholm
Editorial Contribution
Michael Meuli
Dan Peterson
Advertising
Ed Newman
FEATURES DEPARTMENTS
Back Issues
5 Lavon Miller Turns Passion into 4 From the Presidents Back issues of AMSOIL Magazine are
available for $1 each. Order G17D and
Successful Business – and specify the month and year.
Championships 6 Letters to the Editor
On the Web
www.amsoil.com
8 World’s Most Powerful 7 Tech Talk
Co-President & COO
Outboard Motors Rely on Alan Amatuzio
AMSOIL 16 Monthly Leaders
Co-President

10 New Diesel Fuel Additives 20 Centerlines and Updates Dean Alexander

© 2017, AMSOIL INC.
Provide Improved Performance 22 Insight on Sales All rights reserved.
Printed by Service Printers
12 The Effects of Turbochargers Duluth, MN USA.
and Gasoline Direct Injection ADVERTISEMENTS Letters to the Editor
AMSOIL INC.
14 Long-Time Dealer Reaping 2 Thank You, Dealers Communications Department
Benefits of Dealership The AMSOIL Building
19 Boost Professionalism 925 Tower Ave.
Superior, WI 54880
with AMSOIL Vehicle
letters@amsoil.com
Graphics

23 Assessment
24 Registering New Customers
is Only Half the Battle
THE COVER
Four of Seven Marine’s
627-hp outboard motors
power this 53’ boat. That’s
a total of 2,508 hp driving
a single watercraft.

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advertised here are developed by AMSOIL for use in the Buyapplications
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This issue of AMSOIL Magazine
is one of our favorites so far this
year. It has a little bit of everything –
testimonials, technical information,
new products – and it’s all good
news. Sometimes you have to stop
to appreciate all of the good things
happening around you.
Take Lavon Miller, for example.
What a great story. He started by
solving his own problems, gained
attention and earned a following
because of his skills and now stands
atop the diesel world. What a great
example of the American Dream.
He’s dominated the top diesel
competitions, he genuinely loves
AMSOIL products and he’s not afraid
to tell people why they’re great.
The Tech Talk column offers another
example. In it you’re introduced to
our new V.P., Technical Develpment
Michael Meuli. Michael has been
with us for a few months now
and we’re already grateful for
his contribution. He has a solid
background in product development,
thrives on innovation and he used
and appreciated AMSOIL products
before coming onboard.
4 | JULY 2017
M A G A Z I N E
AMSOIL ONLINE STORE
Alan Amatuzio
Co-President & COO Dean Alexander
Co-President
Then there’s the interview with the experimenting with new technology
V.P. of Seven Marine. The world’s for a while now, and we finally have
most powerful outboards rely on a solution that delivers outstanding
AMSOIL products – how cool is results at a competitive price.
that? Seven’s most powerful engine
Then there’s the information on turbos
produces 627 hp. These are high-
and direct injection. These technolo-
end engines on large watercraft that
gies will be a big part of the automo-
frequently travel far from shore. A
tive industry moving forward, and they
premium engine that breaks down
pose big challenges for motor oil.
not only ruins the manufacturer’s
The good news is, we have excellent
reputation, it potentially leaves the
products for TGDI applications.
vessel’s occupants stranded at
sea. Seven Marine is all too aware Lastly, you’re going to read about
of those issues and has carefully Dealer Jim Knudsen. He’s done a
chosen AMSOIL products to great job with his business, and we’re
prevent them. thankful not only for his individual
efforts, but that he’s willing to share
We also have new diesel fuel addi-
his stories with all of you. Speaking of
tives on the way. The most exciting
being thankful, check out page 2.
part of this launch is the new Diesel
All-In-One product. You and your
customers have been asking for
a product like this for years. In the
Dean Alexander
past, maintaining highly concen-
Co-President
trated, highly potent chemistries in
an all-in-one formula would have
been too expensive. We would have
had to either charge so much no one
would buy it, or dilute the product to
Alan Amatuzio
the point where it would not per- Co-President & COO
form to our standards. We’ve been
Buy AMSOIL Online

Lavon Miller Turns Passion into
Successful Business – and Championships
AMSOIL-sponsored
diesel builder Lavon
Miller of Plain City,
Ohio developed a keen
interest in turbodiesels
when he needed
a powerful truck to
haul equipment for
his construction job. Putting the truck
through the paces, he performed his
own repairs and modifications to keep
it on the job and increase its power,
absorbing as much knowledge and
experience as he could along the way.
Soon he found himself modifying trucks
for others, working on his own builds and
testing them at the local dragstrip.
Firepunk Diesel
Developing a strong following for his work
through the Internet and social media,
Miller followed his passion and started
working on diesel trucks full-time in 2010,
building Firepunk Diesel into a well-known
shop that specializes in everything from
basic modifications to complete builds,
developing a reputation for testing the
limits and pushing the diesel market
forward and becoming a leader in the field.
“Our primary customers are really the
work-base people who buy a truck for
their businesses: landscape companies,
farmers,” explained Miller. “They’re
upgrading their horsepower and, along
with that, their drivelines are failing.
That’s where the aftermarket transmission
market really comes from, something
that supports their added horsepower
for their added fuel economy and a little
extra grunt for their workhorse. I think the
*All trademarked names and images are the property of their respective owners and may be registered marks
in some countries. No affiliation or endorsement claim, express or implied, is made by their use. All products
advertised here are developed by AMSOIL for use in the Buyapplications
biggest thing that draws people to our
brand is we’ve set the foundation of using
our trucks on a daily basis; we drive to the
racetrack, we race our trucks and we use
them. We’re in it to make the product as
good as it can be.”
Multi-Time Champion
Miller has continued to increase
exposure for Firepunk Diesel by bringing
his expertise to the national stage,
dominating high-profile turbodiesel
competitions like the Diesel Power
Challenge and Ultimate Callout
Challenge. After earning back-to-back
Diesel Power Challenge championships
in 2014 and 2015, he was ineligible to
win a third (DPC allows a maximum of
two championships), so he brought his
talents to the inaugural Ultimate Callout
Challenge in 2016. Without skipping a
beat, he won the championship, then
successfully defended his crown at
the 2017 event. Most recently, he set a
AMSOIL shown.
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new world record at the 2017 NHRDA
Oklahoma Diesel Nationals, becoming the
first Pro Street racer to break the 8-second
barrier in the quarter mile (7.993 seconds).
AMSOIL Products
Miller is a proud advocate of AMSOIL
synthetic lubricants, relying on them
to keep his powerful turbodiesel
trucks protected and running at peak
performance throughout the intense, high-
heat conditions of competition.
“With AMSOIL products, we run the
Severe Gear® Gear Oil in the front and
rear differentials,” said Miller. “We run the
Transmission Fluid in the transmission.
In comparison to just running some of
the standard fluids, we see better heat
distribution in the bearings and in the
steels on an extreme application. And also
the oil analysis has looked really good
coming back from the engine in running
the AMSOIL products.”
JULY 2017 | 5
M A G A Z I N E

SMALL-ENGINE OIL
FILTRATION
I enjoyed your article, “Perfect Pairing:
Signature Series Motor Oil and Ea ® Oil
Filters,” in the February 2017 issue of
AMSOIL Magazine. I’ve been telling
my customers for a long time that
combining the best synthetic motor oil
with outstanding filtration is the best
way to extend the life of any engine. I
should know; my own car went 170,000
miles without an oil change using
Signature Series Motor Oil, AMSOIL air
filters, AMSOIL spin-on and bypass oil
filters and yearly oil analysis.
Unfortunately, not all modern-day,
high-performance engines have
pressurized oil filters. Many smaller
engines, including my own fuel-injected
motor scooter, have only a screen for
oil filtration. Does AMSOIL have any
plans to engineer and sell products
expressly tailored for the huge market
of consumers who own and operate
engines which, unfortunately, have
no oil filters? Are synthetic motor oil
changes, even more frequently than the
manufacturer’s recommendation, the
only recourse to ensure a rich, long life
for these hard-working engines? Thank
you for your consideration.
Sincerely,
Dale C. Yaeger
AMSOIL: We sure do, Dale. In fact,
AMSOIL Synthetic Small-Engine Oil
(ASE, ASF) is a prime example. We
perform extensive testing on engines
designed with and without oil filters to
ensure it provides the best possible
protection and performance for both.
Formulating oil for engines without
filters requires extra care, but we
invest the time and money necessary
to ensure Small-Engine Oil provides
an extra measure of protection,
even beyond the manufacturer-
recommended drain interval.
MAGNETIC DRAIN PLUGS
I have a 2015 Honda* CRV* with 36,000
miles on it. I’ve run Signature Series
0W-20 and an AMSOIL filter in it and
used a magnetic drain plug since the
first oil change at 6,000 miles. I’ve
changed the oil twice since then, but
saw no signs of any metal particles or
6 | JULY 2017
M A G A Z I N E
even metal fuzz on the plug.
I recently purchased a 2017 Honda
Ridgeline* pickup, and it is about due
for the first oil change. I will be using
Signature Series 0W-20 and an AMSOIL
filter in it also. I’m thinking of putting a
magnetic plug in it and also a magnet
on the bottom of the filter.
Is there any advantage or disadvantage
to using magnetic drain plugs or filter
magnets on any vehicle?
Floyd Hoffman
AMSOIL: Using a magnetic drain plug
or filter magnet is a matter of preference,
and we don’t know of any disadvantage
to using them. Although they can
remove iron particles from the oil, which
is always a good thing, keep in mind
they cannot remove dirt or aluminum
particles. Oil analysis provides much
more accurate and useful data regarding
the condition of the engine and oil.
PRE-MIXED GASOLINE
My next-door neighbor has a weed
whacker with a steel blade for cutting.
When I mentioned AMSOIL to him,
he said he uses a pre-mix (100:1) in
approximately a one-quart size. This
pre-mix is made by Stihl*. Several other
companies are going with the pre-mix.
Is there any chance that AMSOIL may
come out with a pre-mix of their own?
Cordie Turbeville
AMSOIL: Thank you for your
suggestion. We are constantly
monitoring the market to understand the
types of products customers want. We
are currently watching the pre-mix fuel
market very closely, but have not yet
decided on a course of action.
DEVOTED TO PROTECTION
AMSOIL uses the word “protection”
quite often. To the many non-technical,
I think, it resonates like “use protection,”
which makes them think of something
entirely different than lubrication.
Printing “Devoted to Helping Equipment/
Autos/Machinery Last Longer” is what
you’re really trying to get across at first
glance.
Greg Finnican
*All trademarked names and images are the property of their respective owners and may be registered marks
in some countries. No affiliation or endorsement claim, express or implied, is made by their use. All products
advertised here
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AMSOIL: That’s funny, Greg, and
you’re not the first to point that out.
We’re confident, however, that it isn’t a
problem. AMSOIL promotional material
that includes the phrase “Devoted to
Protection,” along with imagery of motor
oil bottles and vehicles/equipment,
leaves no question what we’re promoting.
GDI ENGINES
Does the Signature Series line, with
its PAO-based oils, provide additional
benefits over the XL line or other mineral-
based oils when used in vehicles with
GDI engines? Will Signature Series burn
cleaner, leaving less deposits in the
combustion chamber in and around the
valves, which we know is a problem over
time in GDI engines?
What about sulfated ash? Competing oils
intended for passenger cars advertise
sulfated ash in the range of 0.8-1.0. Why
is it that AMSOIL does not publish their
numbers?
Thank you,
John Antonelli
AMSOIL: There is some evidence that
suggests oils with lower NOACK volatility
numbers, like Signature Series, help slow
the formation of intake valve deposits on
GDI engines. Volatility, however, repre-
sents only one cause of deposit formation.
The other primary source is internal EGR,
where the valves and intake system are
exposed to combustion gases. Sulfated
ash is not a main focus for gasoline motor
oils. The API SN and ILSAC GF-5 speci-
fications do not have a sulfated ash limit.
Because low-sulfated-ash oils help delay
the plugging of diesel particulate filters,
sulfated ash is more relevant for oils rec-
ommended in diesel applications.
Email letters to:
letters@amsoil.com
Or, mail them to:
AMSOIL INC.
Communications Department
Attn: Letters
925 Tower Avenue
Superior, WI 54880
Letters are subject to editing for length
and clarity; please include your name,
address and phone number.

T E C H TA L K
Michael Meuli | VICE PRESIDENT, TECHNICAL DEVELOPMENT
Many of you know by now that Dan
Peterson, my predecessor, has
moved on to another role in the
company. His promotion opened
up this opportunity for me, and I’m
thrilled to join a company known for
unrivaled quality and performance.
My first exposure to AMSOIL
came many years ago when I was
snowmobiling. While I didn’t know
the details behind the product, I did
know that snowmobilers who used
AMSOIL synthetic two-stroke oil were
passionate about the brand and
product performance. They also took
better care of their sleds and were
often faster than others. While that
was many years ago, it did stick with
me as I grew from snowmobiles to
boats and cars.
Fast forward to late 2016 when I first
learned that AMSOIL was seeking
a Vice President of Technical
Development. The position promised
a chance to innovate and develop
industry-leading products, areas
where I find particular enjoyment.
I’m especially excited about joining
a company with a strong premium
brand and rich history of excellence.
I am also somewhat of a gearhead
outside of work, enjoying all things
mechanical and motorized. I see
this opportunity as a great match
for my background, experience and
interests.
Another aspect I’m looking forward to
is meeting you, our Dealers. From day
one, it’s been impressed on me how
important you are to our success, and
I’ve already heard stories about the
passion and enthusiasm you have for
the company and products.
*All trademarked names and images are the property of their respective owners and may be registered marks
in some countries. No affiliation or endorsement claim, express or implied, is made by their use. All products
advertised here are developed by AMSOIL for use in the Buyapplications
Develop solutions, not products
Remaining innovative requires solving our customers’
biggest performance challenges.
To kick off what I hope to be a long,
mutually beneficial relationship, let
me tell you a bit about myself.
I’ve spent most of my life around
eastern Wisconsin, first graduating
from Lawrence University, in
Appleton, with a B.A. in Chemistry/
Biology and later at graduate school,
where I received an M.S. degree
from the Institute of Paper Chemistry.
While in graduate school, I focused
on chemical engineering. I also have
an M.B.A. from the University of
Wisconsin.
I spent more than 20 years at
Kimberly Clark, where I led product
development and innovation teams
for many of their billion-dollar
brands, including HUGGIES ® and
KLEENEX®. I also worked at Miller
Electric, where I was responsible for
new products and innovation for their
Industrial Products area. In that role
I was responsible for identifying new
solutions for the company’s largest
customers in the ship-building,
structural steel, power-generation
and construction areas. My recent
positions included leading the
corporate innovation efforts for The
Newark Group, a company located
on the east coast, but with converting
and manufacturing plants in northern
Illinois and Wisconsin.
On a personal note, my wife and I
have two grown sons. During time
away from work, we enjoy downhill
skiing, cross-country skiing and
snowmobiling during the winter
months. In summer, we love to fire up
the boat and get out on the water. I
also enjoy triathlons, having competed
in the Hawaiian Ironman in Kona.
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I hope you can see just how
involved I’ve been in my career with
innovation. I believe innovation and
new products are absolutely critical
to a company’s growth. While many
companies focus on products, I
find that in this new world of “online
everything” and reduced time for
people to do the things they really
want, delivering solutions that exceed
the needs of customers is essential.
Which brings us back to AMSOIL.
The fact that AMSOIL enjoys status
as a premium-performance brand
resonates with me. AMSOIL has a
strong pipeline of products that offer
solutions, and I am looking forward to
assisting in the launch of even more
products to come.
While improving the products we
already have is important, it is equally
important to identify new solutions
and new markets. I enjoy talking
to customers to identify gaps in
current products and also under-
served markets. I find it especially
gratifying to develop products that
solve problems and then see those
products in the hands of people,
making their lives better.
Toward that objective, I look forward
to meeting you and working together
to develop products that meet our
customers’ needs and continue to
pace the industry. I also look forward
to keeping you up to speed with what
we’re doing right here in this column.
JULY 2017 | 7
M A G A Z I N E
 AMSOIL ONLINE STORE

World’s Most
Powerful Outboard
Motors Rely on AMSOIL
Seven Marine, maker of the world’s most powerful outboard motors,
has a saying: We move the people who move the world. The
Germantown, Wis. company designs, builds and sells outboard
motors that produce up to an astonishing 627 hp and power some
of the fastest and most impressive watercraft in the world.

All that power places tremendous stress
on their sophisticated motors, which is
why they turned to AMSOIL synthetic
lubricants as their factory- and service-fill
lubricants after having previously used
Mobil* products. We sat down with Eric
Davis, Seven Marine Vice President, to
get the story.
AMSOIL Magazine: What makes Seven
Marine unlike any other manufacturer of
marine motors?
Eric Davis: We build the most powerful
outboards available on the market
today. We use a completely different
technological approach than any other
outboard manufacturer by using the
small-block supercharged V-8 out of the
Cadillac* CTS V and applying that in its
normal horizontal configuration under
the cowl. And that really makes Seven
Marine unique because all other outboard
motors are vertically oriented. That means
we can use the performance, quality
and emissions advancements that are
central to automotive engines and apply
that to outboard motors for the first time.
In addition, we pair the engine to a ZF*
marine wet-disc-clutch transmission.
We’re the only outboard that uses a
transmission. Because of that, our motors
don’t shift in the lower unit.
AMSOIL Magazine: What performance
advantages does that design provide?
Davis: It allows us to optimize the lower
unit with a twin-pinion, race-inspired
design that’s smaller in diameter. That
benefits us in high-speed-cruise fuel
economy and top-speed capability. A
twin-pinion also gives you a tremendous
amount of durability.
So, when you use a horizontal crankshaft
engine, go with a wet-disc-clutch
transmission and finish with a twin-pinion
lower unit, you really get an outboard
that’s built completely different, which is
how we’re able to deliver the amount of

*All trademarked names and images are the property of their respective owners and may be registered marks
8 | JULY 2017 in some countries. No affiliation or endorsement claim, express or implied, is made by their use. All products
M A G A Z I N E advertised here
Buy AMSOIL are developed by AMSOIL for use in the applications shown.
Online

power and torque to the propeller that
sets us apart from everyone else.
AMSOIL Magazine: Your most powerful
motor produces 627 hp. On what type
of watercraft are people using your
outboards?
Davis: The vast majority of our
applications are multi-engine, and
the trend lately has been more quads
than anything [using four engines
simultaneously]. We address the market
that’s called the ‘super consoles,’ so
we’re talking about 40-plus-foot, center-
console, off-shore boats. Four engines
can be done using a boat as short as 43
feet and as long as 61 feet.
AMSOIL Magazine: Who’s buying your
outboards?
Davis: By the time you find out what
they’ve done or what they do, they’ve
touched your life in some way, shape
or form. We use as a corporate tag line,
‘The Power to Move Those Who Move
the World,’ and that really came from
the fact that our customers are exactly
those people, whether it’s the northern
hemisphere’s largest onion farmer or
the family that owns the third-largest
grain distributor in the world – all kinds
of people like that. They have truly
amazing stories.
AMSOIL Magazine: How do they use
your outboard motors?
AMSOIL ONLINE STORE
Davis: It varies a lot. In
general, they use them
for transportation. They’re
moving great distances,
and what makes the appli-
cations unique for Seven
Marine is that they’re
trying to traverse those
distances at high-speed
cruise. They use the appli-
cations for everything from
island-hopping to poker
runs to deep-sea fishing.
We have customers in the
Gulf of Mexico who are
running 150 miles to fish
allows us to be confident that when we do
the rigs, so they’re cruis-
a factory-fill and recommended service-
ing three hours at 50 mph to get out there
and fish. We have people in Alaska 150 fill with AMSOIL, that you’re going to get
miles from civilization. Generally speak- that same factory performance day-in and
ing, they’re covering great distances at day-out.
pretty good clips. AMSOIL Magazine: What did your
AMSOIL Magazine: Why did you choose own test results tell you about AMSOIL
AMSOIL synthetic lubricants for your products?
engines and transmissions? Davis: When we started doing oil sampling
from dyno testing and looking at the
Davis: When you’re trying to deliver
performance of the oil and its degradation,
the most luxurious experience for
the AMSOIL results were superior than
the customer and deliver the most
what we were using before [Mobil
performance at this level of power, you
products]. We’re endeavoring to build the
really have to have the best of everything
absolute best world-class products we
to make sure it works properly. And you
can and innovate in the marine industry, so
have to be confident that you have the
we prefer to have an oil that we feel is as
best lubricants to ensure you’ve got the
ultimate in durability. AMSOIL, on the innovative and technologically advanced
engine and transmission side, has been as the engines that it’s going into, and that
the best products we can find. That leaves us with AMSOIL.
DEALER IMPACT
• Seven Marine, maker of the world’s most powerful outboard motors, chose
AMSOIL from all the lubricant manufacturers in the world to provide factory-
fill and recommended-service-fill lubricants for its outboard motors.
• The company’s trust adds prestige and credential to our synthetic
lubricants in marine applications.
• Mention Seven Marine to prospects at the appropriate time in the buy-sell
process, such as during step one when creating curiosity: “Did you know that
the makers of the world’s most powerful outboard motors on the planet use
AMSOIL synthetic lubricants? How do you think they’ll stand up in your motor?”
JULY 2017 | 9
Buy AMSOIL Online M A G A Z I N E

New Diesel Fuel Additives
Provide Improved Performance
Available July 20, the new diesel fuel additive line boasts several improvements and a new Diesel
All-In-One product, helping customers preserve the power and efficiency of their vehicles.
AMSOIL Diesel All-In-One (ADB)
Diesel All-In-One combines the premium
detergency, lubricity, cold-flow and
cetane benefits of Diesel Injector Clean,
Diesel Cold Flow and Diesel Cetane
Boost in one convenient package,
providing the full potency and benefits of
all three products at an affordable price.
Diesel All-In-One replaces Diesel
Injector Clean + Cold Flow (DFC),
which is available while supplies last.
Stock No.: ADB
Treat Rate: 2 oz. per 5 gallons
• Cleans dirty injectors
• Lubricates fuel pump and injectors to reduce wear
• Extends fuel filter life
• Improves fuel economy up to 8%
• Combats fuel-system corrosion
• Fights gelling in cold weather
• Prevents wax settling during storage
• Improves cold filter-plugging point (CFPP) by up to 40°F
• Delivers maximum horsepower
• Increases cetane up to 4 points
• Safe for use in all diesel fuels, including biodiesel
• Alcohol-free
10 | JULY 2017
M A G A Z I N E
AMSOIL ONLINE STORE
AMSOIL Diesel Cold Flow (ADD)
Diesel Cold Flow has been reformulated
with new chemistry that provides a lower
cold filter-plugging point (CFPP), improved
potency that treats double the fuel as the
old formulation (saving time and money)
and a wax anti-settling component not
found in competing products.
Label representation Formulation Change? Yes Label representation
only. Bottle sizes only. Bottle sizes
remain unchanged. New Stock No.? Yes, it’s now ADD. remain unchanged.
New Treat Rate? Yes. Now treats double
the fuel (1 oz. per 5 gallons)
Pricing Change? Yes. A minimal increase
in initial price yields double the potency. The net result is a
cost reduction. ACF wholesale cost per gallon treated: $0.14.
ADD wholesale cost per gallon treated: $0.08
• Fights gelling in cold weather
• Inhibits fuel filter icing
• Improves cold filter-plugging point (CFPP) by up to 40°F
• Enhances engine reliability in cold temperatures
• Improves low-temperature startability
• Prevents wax settling during storage
• Reduces downtime and maintenance costs
• Safe for use in all diesel fuels, including biodiesel
• Alcohol-free
The old formulation of Diesel Cold Flow (ACF) is available
while supplies last.
Do All-in-One Diesel Fuel Additives Compromise Performance?
Test data on competing all-in-one diesel fuel additives has
revealed less-potent formulas that fail to provide the performance
required by today’s diesel engines. We invested considerable
time and resources to ensure our new Diesel All-In-One doesn’t
compromise performance. It provides the full potency and benefits
of Diesel Injector Clean, Diesel Cold Flow and Diesel Cetane Boost
in one convenient package, at a cost-effective price.
Buy AMSOIL Online
 AMSOIL ONLINE STORE

AMSOIL Diesel Injector Clean (ADF) AMSOIL Diesel Cetane Boost (ACB)
Diesel Injector Clean has been Diesel Cetane Boost raises the cetane number
reformulated with a new chemistry of diesel fuel up to seven points for maximum
that provides even better cleaning horsepower, increased fuel economy and
performance and lubricity to help easier starts in all diesel engines.
prevent premature failure of fuel injectors
and fuel pumps. Formulation Change? No
New Stock No.? No
Formulation Change? Yes New Treat Rate? No
New Stock No.? No Label representation Pricing Change? No Label representation
only. Bottle sizes only. Bottle sizes
New Treat Rate? No remain unchanged. remain unchanged.
• Increases cetane up to 7 points
Pricing Change? No • Delivers maximum horsepower
• Extends fuel filter life • Increases fuel economy
• Cleans dirty injectors • Improves startability
• Improves fuel economy up to 8% • Smooths idle
• Restores power and torque • Reduces smoke and emissions
• Reduces smoke and emissions • Safe for use in all diesel fuels, including biodiesel
• Lubricates fuel pump and injectors to reduce wear • Alcohol-free
• Helps prolong time between EGR and DPF regenerations
• Combats fuel-system corrosion See Centerlines for product pricing information.
• Reduces downtime and maintenance costs
• Safe for use in all diesel fuels, including biodiesel
• Alcohol-free
Lubricity Improvement
(The lower the number, the better.)
ASTM D6079 Wear Scar Diameter Average um

600
551 530 535 536 540
520
EXTENDS FILTER LIFE 500 484
512 509

Modern diesel engines 397

400 392
run hot, raising the 381 389
327
350 363 355 349

temperature of the fuel 300

returned to the tank and 200

causing carbonaceous 100
deposits that collect in the fuel filter (see
picture), plugging it and causing premature 0

failure issues. AMSOIL Diesel All-In-One and

Illinois Delaware Colorado Washington Tennessee Texas Pennsylvania North Dakota Wyoming

AMSOIL Diesel Injector Clean effectively protect Baseline fuel Fuel treated with AMSOIL products

against deposits, extending fuel filter life. Note: D975 industry diesel fuel standard requires fuel to be 520 or less EMA and Canada would like that to be 460 or less

The ASTM D975 diesel fuel standard specifies a wear scar below 520 µm
in ASTM D6079 testing, while the Engine Manufacturers Association (EMA)
specifies a wear scar below 460 µm. Testing reveals AMSOIL Diesel All-In-One
and AMSOIL Diesel Injector Clean provide significant lubricity improvement in
PREVENTS WAX SETTLING diesel fuels found across the U.S., delivering improved wear protection.
Wax crystals can settle
and clog fuel filters (see
picture). AMSOIL Diesel Cold Flow Improver
All-In-One and AMSOIL (The lower the number, the better.)

Diesel Cold Flow are 20

formulated with wax anti- 10 3.2 6
1.4 0.5
settling additives that drastically reduce the size
ASTM D6371 CFPP, °F

of wax crystals, preventing them from settling and -10 -4.4 -4

-11.2
allowing them to more effectively pass through the -20

filter, improving low-temperature operability. -30

-31 -29 -29.2 -31
-34.6 -32.8
-40
-41.8
-50
-60

UPDATED DATA BULLETINS Illinois Delaware Colorado Ohio Utah Kansas Wyoming

Stock # Description Qty. U.S. Can. Baseline fuel Fuel treated with AMSOIL products
G3525 Diesel All-In-One 25 4.10 5.60
G3526 Diesel Cold Flow 25 4.10 5.60 Testing reveals AMSOIL Diesel All-In-One and AMSOIL Diesel Cold Flow
G3186 Diesel Injector Clean 25 4.10 5.60 provide significant cold-flow improvement in diesel fuels found across the
G3188 Diesel Cetane Boost 25 4.10 5.60 U.S., delivering improved cold-weather performance.

*All trademarked names and images are the property of their respective owners and may be registered marks
in some countries. No affiliation or endorsement claim, express or implied, is made by their use. All products JULY 2017 | 11
advertised here are developed by AMSOIL for use in the Buyapplications
AMSOIL shown.
Online M A G A Z I N E
 AMSOIL ONLINE STORE

The Effects of
Turbochargers and
Gasoline Direct Injection
These increasingly common features
of modern engines heighten power
and efficiency, but also present serious
challenges to motor oil.

The push toward smaller, fuel-

efficient, yet powerful engines has
driven the development of several key Turbocharger Direct Fuel Injection
technologies. Gasoline direct injection
(GDI) and turbochargers are now What it Does Introduces more air into the Offers greater control over fuel
common features of passenger cars and combustion chamber, increasing delivery, improving power and
efficiency and power efficiency
light trucks. By 2020, industry experts
predict that nearly every new vehicle will How it Challenges Increases heat, which hastens Increases heat and the potential
feature GDI technology, and the vast Motor Oil chemical breakdown for fuel to contaminate oil
majority will be turbocharged (TDGI).
While these advanced technologies AMSOIL Advantage Maximum resistance to heat and Maximum heat resistance;
breakdown, promoting long turbo excellent protection despite
enhance performance, they also present
and engine life fuel contamination
serious challenges to motor oil.

Turbochargers: Bringing The Heat

An engine is essentially an air pump,
and the more air it ingests, the more fuel
it can burn – and the more power it can
produce. Turbocharging has emerged
as the favored choice of automakers
to increase the amount of air their
engines take in. Unfortunately, extreme
temperatures come along with the
increased power.
As shown in the diagram, exhaust gases
commonly exceeding 1,000ºF spin a
turbine which drives the compressor that
draws ambient air used to pressurize
the combustion chamber. The added
oxygen combined with direct injection
and advanced engine tuning helps
the engine burn fuel more efficiently,
boosting fuel economy. It also allows the
engine to burn more fuel for increased
power. Motorists enjoy the performance
and fuel economy they demand,
while automakers meet increasingly
strict CAFE (Corporate Average Fuel
Economy) requirements.
While it seems like a win-win situation,
it’s the motor oil that gets the short end
of the stick. The turbo’s center section
contains an oil-lubricated bearing. The
tremendous heat and stress turbos
create can cause some oils to break
down and form harmful bearing depos-
its, known as turbo coking. Over time,
turbos can suffer reduced performance
or fail altogether.
GDI & Fuel Dilution
Gasoline direct injection delivers
accurate and rapid distribution of
atomized gasoline. While traditional
fuel-injection systems spray fuel into
a manifold, GDI systems locate the
injectors in the combustion chamber,
which enables much more control over
the amount of fuel injected and timing
of fuel injection, improving combustion

12 | JULY 2017
M A G A Z I N E
Buy AMSOIL Online

efficiency. Spraying the fuel directly
into the chamber also provides in-
cylinder cooling, which helps allow
higher compression ratios, increasing
efficiency. GDI engines use a mixture
of 40 parts (or more) air to one part fuel
during light loading, while traditional
gasoline engines use a mixture close to
14.7 parts air to one part fuel. The 40:1
ratio means less fuel is burned during
combustion, resulting in better fuel
economy.
The major side-effect of this technol-
ogy is the increased risk of fuel dilution.
As fuel is sprayed into the combustion
chamber, it can wash past the rings
and down the cylinder walls, into the
oil sump. Fuel dilution can cause a
number of problems:
• Reduced oil viscosity interferes
with formation of a durable
lubricating film, inviting wear.
Combustion-zone parts are
especially prone to wear, including
the pistons, rings and liners.
Reduced viscosity also negatively
affects the oil’s ability to function as
a hydraulic fluid, which is critical in
engines with variable valve timing.
• Fuel can wash oil from the cylinder
wall, causing higher rates of ring,
piston and cylinder wear.
• Reduced effectiveness of
detergency additives limits the oil’s
ability to guard against deposits.
• Increased oil volatility results in
higher oil consumption, requiring more
frequent top-offs.
• Accelerated oxidation reduces the
oil’s service life and requires more
frequent oil changes.
Diagram 1.
Oil-lubricated
bearing, susceptible
to “turbo coking”.
1. Exhaust gases exceeding
1,000ºF are routed into the
turbocharger and spin a
turbine up to 280,000 rpm.
Buy AMSOIL Online
AMSOIL ONLINE STORE
Maximum Protection
Advanced automotive technology,
including turbochargers and gasoline
direct injection, requires high-quality
motor oil to perform and last as
designed. AMSOIL synthetic motor oil
enables modern engines to achieve their
full potential and service life. It provides
superior protection against extreme
heat and the harmful deposits that can
plague turbochargers and features
high film strength to guard against
accelerated wear.
2. The turbine spins the air
compressor, which draws in
cold, clean ambient air and
pressurizes it before driving it
into the combustion chamber.
JULY 2017 | 13
M A G A Z I N E

Long-Time Dealer Reaping
Benefits of Dealership
Dealer Jim Knudsen of Brainerd, Minn. has more than 40 years of experience with AMSOIL.
In 1975, Dave Lingwall, one of the
company’s first Dealers, asked Knudsen to
try AMSOIL motor oil.
“I was fresh out of college and working in
the bank that Dave used,” Knudsen said.
“He came to my teller window each month
with his AMSOIL commission check. That
really opened my eyes. I bought some
AMSOIL 10W-40 Synthetic Motor Oil for
my ‘74 Chevelle* Laguna* and it worked
perfectly in our cold Minnesota winters,
and I never had to plug it in. In 1976,
I became a Dealer under Dave, and I
started selling AMSOIL on weekends to
friends and family.”
Dealer to Corporate Sales Manager
to Dealer
A couple years later, Lingwall again
approached Knudsen at the bank.
Lingwall told Knudsen that AJ Amatuzio
was looking for motivated people to
enhance the sales department. A week
later Knudsen met with Al and a couple
other corporate staff members. “I was
hired before I left the building,” Knudsen
said. “I passed my AMSOIL Dealership to
my dad and worked for AMSOIL corporate
for about three years. I traveled the eastern
half of the U.S. as Eastern Regional Sales
Manager while I trained thousands of other
Dealers, as well as working with some
amazing people that I am still friends
with to this day. Some of us even had
a reunion the evening after Al’s funeral
service recently. I’m going to truly miss AJ
Amatuzio. Those were some of the best
years of my life, business-wise.”
Life changed again for Knudsen in 1979.
“I got married, left AMSOIL and moved
back to Brainerd,” he said. “We raised
two girls and I joined my dad in real estate
14 | JULY 2017
M A G A Z I N E
for 32 years. After the market crash of
2007–2008, I struggled in the depressed
real estate market. I decided to hang up
my real estate license in 2013 and, at my
wife’s urging, I cranked up my AMSOIL
Dealership. I never looked back. After only
one year, I asked myself why I didn’t do
this long before.
“After my 32 years of being a real estate
broker, I had nothing to pass on to my
kids except a file cabinet of old, outdated
forms. Today, if I won the lottery and
retired, my kids would inherit an AMSOIL
business with no inventory required, and it
would keep generating an income to them.
Plus they can grow it to their liking. It is a
‘no limits’ type of business. I just wish I had
delved into it this heavily many years ago.”
AMSOIL Products are ‘Bulletproof’
Knudsen said the quality of AMSOIL prod-
ucts first sparked his interest in the compa-
ny. “The products are what first impressed
me in 1975,” Knudsen said. “To this date
they are still the best, and that comes
across in my presentations to clients. It’s a
confidence that I can look them straight in
the eye and say ‘this stuff is bulletproof. I
know because it’s all I’ve used in my equip-
ment since 1975.’ The extra income that
my Dealership is making is a very welcome
addition to my future retirement.”
Knudsen focuses on retail and commercial
accounts. “In the nearly four years that I’ve
actively worked my AMSOIL business pret-
ty much full-time, I’ve accumulated over
35 retail, commercial and P.C. accounts,
all within a 90-mile radius of my home,”
Knudsen said. “Each of these accounts is
gradually ordering more and more product
as their customers desire more AMSOIL.
Buy AMSOIL Online
AMSOIL ONLINE STORE
“I continue to approach more of these types
of accounts and I’m slowly expanding the
AMSOIL name and visibility.”
New Program Opens Access to
Larger Accounts
“I’m especially excited with the new
commercial/retail program of drum pumps
and drums of oil that allow me to inch my
way into larger accounts that need larger
volumes of oil and a way to install it.”
Knudsen limits his territory. “By sticking
close to home, I have the advantage of
knowing most of the people that I call on,
so I don’t need a special approach, just my
handshake,” he said. “I usually give them
a can of MP, the Product Catalog (G290)
and a price catalog, followed by a brief
discussion of how I think I can help their
bottom line. My first contact is less than 10
minutes, then out the door. I stop back in
about a week. Some are slower to sign up,
but I’ve never been a ‘car salesman’ type
person. I don’t push, and I think that is why
I’m more accepted at my follow-up visits.”
Knudsen protects his business by referring
all requests for AMSOIL products to his
accounts. He follows up with a call to
the specific account with a heads-up
that someone is coming to their store for
AMSOIL products. “This shows them that
I don’t compete with their investment in
brick and mortar shops,” he said.
Customer Service Garners
Appreciation
He visits or calls his accounts regularly,
orders for the few who prefer that and
also does a significant number of group
orders. “I’m very lucky to be just two
hours from the Superior warehouse,”
Knudsen said. “I can put six or seven

JIM & SUE KNUDSEN
different account orders on one pallet
and have my local trucking company
pick up that pallet the next day. I then
personally deliver all of those accounts’
orders, except drums of oil. My trucking
company delivers those for me. My pallet
cost is $58 and I gladly pay that while
making seven accounts happy to get free
shipping. This group shipping service
builds more rapport with my accounts
and they appreciate it.
“I’m a source of information and expertise
for my accounts. They call me with a
special request for products or with
a unique vehicle that requires more
information than they have. I enjoy hearing
from my accounts anytime. On a few
occasions my accounts call me and hand
the phone to their customer, who then asks
me questions about AMSOIL. I love that.”
Facebook and Other Sites Provide
‘Hands-off’ Opportunities
Knudsen uses Facebook and other
websites for personal and business
functions.
“I’m very computer and Internet savvy, but
my business model does not require social
media to a great extent,” he said. “I don’t
Tweet, but I do have a Facebook page. It’s
more for keeping in touch with my huge
extended family all over the world. I share
on my Facebook page many AMSOIL
corporate Facebook postings, and I get
occasional inquiries from friends that I then
refer to my local accounts to handle.
“Since I don’t sell any retail AMSOIL,
I don’t advertise, but I do maintain my
own website that includes links to all my
retail accounts. My website also gets hits
from around my area and those people
end up being P.C.s from the embedded
connections to my Dealer number, or
they call me and I find out if being a P.C.
is best for them or if some other option is
better. That is a pretty slick system, and it’s
‘hands-off’ for me. I like that.”
AMSOIL Touches Other Aspects
of Life
Knudsen’s 1969 Camaro* has provided
him with opportunities to use and talk
about AMSOIL products.
“I’ve been part of a First Generation Ca-
maro restoration website since 2001, and
I restored our 1969 RS Camaro,” Knudsen
said. “I used AMSOIL Synthetic 10W-40
(AMO) in its rebuilt 350 V8. I was one of
their moderators for over 15 years. My
wife and I drove our Camaro all over the
country attending car shows; it was a very
good time in our life. When our kids started
giving us grandkids, it was time to spend
more time with them, so we sold the Ca-
maro, sadly. We have three grandkids that
we love to see (spoil) anytime we can.”
His involvement with and relationship to
World War II veterans led to his friendship
with an AMSOIL Dealer in Arizona.
“I am heavily involved with the 194th
Regiment volunteers here in Brainerd,
where we maintain records and events
to honor Brainerd’s 194th Army Tank
Battalion,” Knudsen said. “These soldiers
were all in the Death March of Bataan.
Only one of those 63 soldiers is still alive
today at age 97 here in town. Twenty-nine
survived captivity, 33 were lost and one is
missing in action (MIA).
“Our family is a Gold Star Family, as our
uncle is the only soldier from the 194th that
is still MIA from the Death March 75 years
later. We are working with the Army in
hopes his remains are found someday and
he can be brought home. Another AMSOIL
Dealer who is now a friend of mine, Frank
Anderson, lives in Arizona. He represents
our family every year at White Sand Missile
Range in New Mexico in a memorial march
in the desert to remember those lost in the
Death March of Bataan.”
Enjoying Life, Family and Interests
When he’s not selling AMSOIL products,
Knudsen and his wife run a seven-acre
hobby farm. All his machinery, including
Buy AMSOIL Online
AMSOIL ONLINE STORE
an ‘89 Jeep* Grand Wagoneer*, zero-turn
mower with Kohler* twin 26-hp engine,
leaf blower, string trimmer and chainsaw,
run with AMSOIL products. “Then there is
always something to paint or fix as well,”
Knudsen said. “We spend a lot of time in
our screen porch relaxing, reading, doing
projects and barbeques with family and
friends. God has truly blessed us.”
I’m a source of information
and expertise for my
accounts. They call me
with a special request for
products or with a unique
vehicle that requires more
information than they have.
‘Nothing Should Hold You Back’
Knudsen notes how much selling AMSOIL
has changed through the years and the
options Dealers have now.
“Talk to your sponsoring Dealer and Direct
Jobber about which AMSOIL plan is best
for you,” Knudsen said. “It’s so much
different than in 1976 when we had one
basic plan – sell and sponsor. You can still
do that, but I find that establishing a group
of retail, fast lube, commercial and P.C.
accounts brings me the business that fits
my lifestyle for someone in their mid-60s.
“In 1976, when I started in AMSOIL, there
was no Internet, no cell phones, fewer
products and only two ways to build
your AMSOIL business – sell at retail and
sponsor more Dealers.
“Today, you have so many more options.
Friends of mine who are in other MLM
companies are jealous of our ability to
market AMSOIL products in so many other
ways. Nothing should hold anyone back
today in AMSOIL.”
JULY 2017 | 15
M A G A Z I N E
 AMSOIL ONLINE STORE

MONTHLY LEADERS
The AMSOIL Dealer Hall of Fame, full AMSOIL business category descriptions and top 20 monthly
leaders can be found in the Dealer Recognition area under the Services menu in the Dealer Zone.

Dave M. Mann Carol H. Bell

Michigan Texas
Bill & Donna Durand 7-STAR REGENCY PLATINUM 5-STAR REGENCY PLATINUM
Wisconsin DIRECT JOBBER DIRECT JOBBER
7-STAR REGENCY PLATINUM SECOND THIRD
DIRECT JOBBERS Total Organization Total Organization
FIRST FIRST SEVENTH
Total Organization Personal Group Sales Personal Group Sales
SECOND SECOND SEVENTH
Personal Group Sales New Qualified Customers Commercial Account Sales
HALL OF FAME FIRST TENTH
New Customer Sales Retail Account Sales

Tom & Sheila Shalin Michael H. Ellis Ches & Natasha Cain
Georgia Michigan South Dakota
4-STAR REGENCY PLATINUM 5-STAR REGENCY PLATINUM 3-STAR REGENCY PLATINUM
DIRECT JOBBERS DIRECT JOBBER DIRECT JOBBERS
SEVENTH EIGHTH NINTH
Total Organization Total Organization Total Organization
FIFTH THIRD FOURTH
Personal Group Sales Personal Group Sales Personal Group Sales
EIGHTH THIRD SIXTH
New Qualified Customers Commercial Account Sales New Qualified Customers
SEVENTH FIRST NINTH
New Customer Sales Retail Account Sales New Customer Sales

Thomas R. Weiss
North Dakota
David B. Richardson REGENCY PLATINUM DIRECT Darren Kohls
Ohio JOBBER Alberta
EXECUTIVE DIRECT JOBBER SECOND EXECUTIVE DIRECT JOBBER
FIRST Commercial Account Sales FOURTH
Commercial Account Sales FIFTH Commercial Account Sales
Retail Account Sales
FIFTH
New Customer Sales

Charles B. Gibson John & Dianne

Ray & Kathy Yaeger
Virginia Moldowan
Wisconsin
DIRECT DEALER
Alberta
5-STAR REGENCY PLATINUM
DIRECT JOBBERS REGENCY GOLD DIRECT
TENTH JOBBERS
Commercial Account Sales SECOND
Retail Account Sales FOURTH
Retail Account Sales

Michael J. Mathe
Tennessee David Huff
North Carolina
Rich Lentes
REGENCY SILVER DIRECT
JOBBER Washington
PREMIER DIRECT JOBBER
EXECUTIVE DIRECT JOBBER
THIRD FOURTH
New Qualified Customers New Qualified Customers FIFTH
New Qualified Customers
THIRD
New Customer Sales

16 | JULY 2017
M A G A Z I N E
Buy AMSOIL Online
 AMSOIL ONLINE STORE

APRIL 2017

George & Shirley

Douglas Sherree E. Schell Leonard & Marcie
Tennessee Idaho Pearson
4-STAR REGENCY PLATINUM 4-STAR REGENCY PLATINUM Washington
DIRECT JOBBERS DIRECT JOBBER
5-STAR REGENCY PLATINUM
FOURTH FIFTH DIRECT JOBBERS
Total Organization Total Organization
SIXTH
EIGHTH SIXTH Total Organization
Personal Group Sales Personal Group Sales

Kent & Trudy

Greg & Joan Whiteman
Desrosiers Utah
Vijay Parany
Alberta 7-STAR REGENCY PLATINUM
DIRECT JOBBERS Ontario
3-STAR REGENCY PLATINUM 1-STAR REGENCY PLATINUM
DIRECT JOBBERS NINTH DIRECT JOBBER
Personal Group Sales
TENTH TENTH
Total Organization FIRST Personal Group Sales
New Qualified Customers
THIRD
Retail Account Sales FOURTH
New Customer Sales

Douglas Huculak
Wesley & Marla Saskatchewan
Stauffer Eric C. Rychener
REGENCY GOLD DIRECT
Pennsylvania Ohio JOBBER
DIRECT DEALER
PREMIER DIRECT JOBBERS NINTH
FIFTH SIXTH Commercial Account Sales
Commercial Account Sales Commercial Account Sales
SEVENTH
Retail Account Sales

Daniel & Judy

Matthew R. Rogers Herschel L. Gates Watson
Michigan Florida Florida
DIRECT JOBBER PREMIER DIRECT JOBBER 2-STAR REGENCY PLATINUM
DIRECT JOBBERS
SIXTH EIGHTH
Retail Account Sales Retail Account Sales NINTH
Retail Account Sales

Joann & Robert Gerry & Pat Reid Eric & Valerie
Smythe North Carolina Johnson
Texas 1-STAR REGENCY PLATINUM Virginia
DIRECT JOBBERS DIRECT JOBBERS DIRECT DEALERS
SEVENTH NINTH TENTH
New Qualified Customers New Qualified Customers New Qualified Customers

JULY 2017 | 17
Buy AMSOIL Online M A G A Z I N E
 AMSOIL ONLINE STORE

MONTHLY LEADERS
The AMSOIL Dealer Hall of Fame, full AMSOIL business category descriptions and top 20 monthly
leaders can be found in the Dealer Recognition area under the Services menu in the Dealer Zone.

Tuija & Michael

Karen & Joe Romeo Quarry Reppert Cassidy
New Jersey Florida Oregon
DIRECT DEALERS DEALER
PREMIER DIRECT JOBBERS
SIXTH EIGHTH TENTH
New Customer Sales New Customer Sales New Customer Sales

Joe Lee

AMSOIL HIGHER LEVELS

Minnesota
PREMIER DIRECT JOBBER

OF RECOGNITION PREMIER

Robert & Maureen Michael & Coral

Rich Lentes Sanders
Watford
Washington Illinois
Florida
EXECUTIVE DIRECT JOBBER PREMIER DIRECT
PREMIER DIRECT JOBBERS JOBBERS

EXECUTIVE PREMIER PREMIER

John O. Brown Rowland Norris III Richard Staten

Arizona New York Idaho
DIRECT JOBBER DIRECT JOBBER DIRECT JOBBER
Sponsor: Sponsor: Sponsor:
Lowell W. Schimek Bob Wynne Sherree E. Schell

Direct Jobber: Direct Jobber: Direct Jobber:

William L. S. Davis Bob Wynne Sherree E. Schell

Eric & Valerie

Tom DiCanio Randy Rush
Johnson
Florida Alberta
Virginia
DIRECT DEALER DIRECT DEALER
DIRECT DEALERS
Sponsor: Sponsors:
Sponsors:
John Malek Tom & Sheila Shalin
Robert & Jean Johnson
Direct Jobber: Direct Jobbers:
Direct Jobbers:
John Malek Tom & Sheila Shalin
Robert & Jean Johnson

18 | JULY 2017
M A G A Z I N E
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 AMSOIL ONLINE STORE

BOOST
PROFESSIONALISM
WITH AMSOIL
VEHICLE
GRAPHICS • Affordable vinyl graphics and installation
• Professional appearance
• Instant recognition as an AMSOIL Dealer
• Attract more business
To help Dealers put their best foot forward, AMSOIL • Co-op opportunities
has partnered with Lowen Color Graphics and 3M
to provide professional vinyl vehicle graphics and
installation to the AMSOIL Dealer network. “I got the AMSOIL vehicle graphics wrap
AMSOIL graphics kits work to boost your credibility two years ago and I wish I would have done
it sooner. At least once or twice a week
and will apply to most makes and models of pickups,
someone tells me how good my truck looks.
but may also fit other vehicles. Kits include all logos, I make sure to give anyone who comments a
stripes and other graphics as pre-spaced vinyl decals. Retail Catalog and a label with my information
that tells them to contact me for wholesale
VEHICLE GRAPHICS CO-OP PROGRAM pricing. I’m picking up all kinds of customers
AMSOIL is supporting Dealers’ advertising efforts by that I probably wouldn’t otherwise have.”
offering co-op support to T1-Certified Dealers who
David Douglas, Executive Direct Jobber
apply AMSOIL vehicle graphics to their vehicles.
Qualified Dealers will be reimbursed for 50 percent of
the cost of materials and installation, up to $1,000.
For more information and full co-op details,
navigate to the Vehicle Graphics page in the
Dealer Zone (Business Tools>Advertising)
or see the AMSOIL
Vehicle Graphics
Program
brochure
(G3064).

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 AMSOIL ONLINE STORE
C E N T E R L I N E S A N D U P D AT E S

July Close-Out
Upgraded AMSOIL Dealerships Coming Aug. 1
The last day to process July
Effective Aug. 1, new AMSOIL Dealers will receive an upgraded Dealer Kit featuring the
orders in the U.S. and Canada
new Dealer Quick-Start Guide (G3472), a straight-forward, easy-to-read manual providing
is the close of business on
clear direction for starting and building their business. The kit also features product
Monday, July 31. Individual
samples, allowing new Dealers to experience the benefits of AMSOIL products immediately
telephone and walk-in orders
so they can share their AMSOIL story with others.
will be processed if initiated
by the close of business. THE NEW DEALER KIT INCLUDES:
Internet and fax orders will
be accepted until 3 p.m. • Dealer Quick-Start Guide (G3472)
Central Time on that day. All • Welcome Letter
orders received after these • Wholesale Price List (G3500/G8500), Dealer Profit List (G3501) and Literature and
times will be processed for Sales Aids Price List (G15)
the following month. Volume • One bottle of P.i.® Performance Improver Gasoline Additive
transfers for July business • One bottle of Quickshot®
will be accepted until 3 p.m. • Two 1.5-oz. Pillow Packs of SABER ® Professional 100:1 Synthetic 2-Stroke Oil
Central Time on Friday, Aug. • One can of Metal Protector
4. All transfers received after Additionally, all new and existing AMSOIL Dealers will enjoy full access to the Premium
this time will be returned. Dealer Zone ($119.40 yearly value) and all levels of AU Online training ($25 yearly
value) free of charge. New Dealers will also receive a 10 percent rebate on their first
Holiday Closings order ($1,000 max order/ $100 max rebate) if it is placed within the first 30 days of their
The Toronto Distribution registration. To help offset the cost of these improvements, Dealer fees will receive the
Center will be closed Monday, following adjustments (taxes not included):
Aug. 7 for Simcoe Day. The U.S. Can.
Edmonton Distribution Center Registrations: One Year: $49.95* $64.95**
will be closed Monday, Aug. 7 Renewals: One Year: $49.95* $64.95**
*With direct deposit or a
for Heritage Day. Auto Renew (One Year): $40* $50** reloadable Visa card.
Five Years: $200* $250** **With direct deposit.
New Technical Study
Now Available The six-month Dealership option will no longer be available. At registration, new U.S.
The RedMax* 100:1 String Dealers will be able to choose direct deposit or the new option, a reloadable Visa card.
Trimmer Technical Study Unfortunately, reloadable Visa cards are not an option in Canada. Paper checks will not be
(G3522) compares the presented as an option. Existing Dealers who wish to continue receiving paper checks will
performance of AMSOIL be charged an additional $10 annually ($59.95 [$74.95 Can.] for a one-year renewal, $49.95
SABER® Professional [$64.95 Can.] with auto-renew or $250 [$325 Can.] for a five-year renewal). Starting Aug.
Synthetic 2-Stroke Oil mixed 1, a one-year promotion will allow existing Dealers who request a reloadable Visa card or
at 100:1 to RedMax 2-Stroke enroll in direct deposit to renew for $30 ($40 Can.) one more time. Dealers currently enrolled
Engine Oil mixed at 50:1 in direct deposit are also eligible. Watch for details in the next issue of AMSOIL Magazine
in RedMax-brand string and in the Dealer Zone at myaccount.amsoil.com.
trimmers. It’s excellent for
showing the ability of SABER Prepaid Dealer Starter Kits Discontinued
Professional to reduce oil As part of the Dealership upgrade coming Aug. 1, additional confidential information is
costs by 50 percent or more being collected at the time of new-Dealer registration. To help protect Dealers and new
while fighting performance- registrants, all registrations will be done online on our secure website and paper Dealer
robbing carbon deposits applications are discontinued. The prepaid Dealer Starter Kit (G07Y, G8007Y) will be
and helping maintain power. discontinued effective July 5 in anticipation of the change. We will continue accepting paper
It is also available to view applications from the field for a to-be-determined length of time.
free at www.amsoil.com/
performancetests.aspx. AMSOIL DEALERSHIP UPGRADES

• Dealer Quick-Start Guide (G3472)

T E C H N I C A L S T U DY

• Welcome Letter
LITERATURE
• Wholesale Price List (G3500/G8500), Dealer Profit List (G3501) and Literature and Sales
Aids Price List (G15)
RedMax* 100:1 String
Trimmer Technical Study
AMSOIL SABER® Professional Synthetic 2-Stroke Oil
mixed at 100:1 resisted deposits better than
RedMax* 2-Stroke Engine Oil mixed at 50:1.
• One bottle of P.i.® Performance Improver Gasoline Additive
Published June 2017 PRODUCT • One bottle of Quickshot®
SAMPLES • Two 1.5-oz. Pillow Packs of SABER® Professional 100:1 Synthetic 2-Stroke Oil
• One can of Metal Protector

ADDITIONAL • Premium Dealer Zone

*All trademarked names and images are the property of their respective owners and may be registered marks in some countries. No affiliation or endorsement claim, express or implied, is madePage
use. All AMSOIL products advertised here are developed by AMSOIL for use in the applications shown.
by their1
BENEFITS • Access to all levels of AU Online training

FIRST-ORDER
REBATE • 10% back on first order if placed within 30 days
Stock # U.S. Can.
G3522 1.05 1.45 NEW OPTION FOR
GETTING PAID • Reloadable Visa card

20 | JULY 2017
M A G A Z I N E
Buy AMSOIL Online
 AMSOIL ONLINE STORE

Get Custom Banners,

Business Cards and More
Most hardcore anglers have precious little time for fishing. To maximize
your time on the water, you need lubricants that protect your motor from
at the Print Center
wear despite the challenging operating conditions. AMSOIL marine
products fight wear and maximize performance in marine engines. The AMSOIL Print Center has
everything you need to get
connected to new customers and
stay in touch with existing clients.
It features an extensive, updated
selection of professionally
produced AMSOIL business
cards, ads, banners, handouts,
fridge magnets and more that can
be customized to fit your needs
and coordinate with AMSOIL
advertising and marketing efforts.
To see what’s new, simply log in
John D. Doe’s Company
www.johnddoecompany.com to the Dealer Zone and click the
Print Center icon. Name tags are
JohnDDoe@mail.com
Phone: 123-456-7890

now available exclusively through

the Print Center.
All trademarked names and images are the property of their respective owners and may be registered marks in some countries. No affiliation or endorsement claim, express or implied, is made by
their use. All products advertised here are developed by AMSOIL for use in the applications shown.

Diesel Fuel Additives Pricing

Diesel All-In-One

Comm. U.S. U.S. Can. Can.

Stock # Units Pkg./Size Wt. Lbs. Credits Wholesale MSRP Wholesale MSRP
ADBPCN EA (1) 8-oz. Bottle 0.97 2.84 4.30 5.70 -- --
ADBPCN CA (6) 8-oz. Bottles 5.82 17.04 24.34 33.60 -- --
ADBCN EA (1) 16-oz. Bottle 1.19 5.24 7.90 10.45 10.45 13.85
ADBCN CA (12) 16-oz. Bottles 14.28 62.90 89.85 124.00 119.40 164.75
ADBHG EA (1) 64-oz. Bottle 4.26 18.13 27.20 35.10 -- --
ADBHG CA (6) 64-oz. Bottles 25.55 108.78 155.40 209.80 -- --
ADB05 EA (1) 5-gal. Pail 41.09 164.33 234.75 312.25 311.95 414.95
ADB55 EA (1) 55-gal. Drum 451.99 1438.80 2398.00 2949.55 3188.80 3922.25
Use product code ADBCNC in Canada (16-oz. bottles).

Diesel Cold Flow

Comm. U.S. U.S.

Stock # Units Pkg./Size Wt. Lbs. Credits Wholesale MSRP
ADDCN EA (1) 16-oz. Bottle 1.17 4.21 6.35 8.40
ADDCN CA (12) 16-oz. Bottles 14.09 50.51 72.15 99.60
ADD05 EA (1) 5-gal. Pail 40.46 123.03 175.75 233.75
ADD55 EA (1) 55-gal. Drum 445.06 1049.40 1749.00 2151.30
Diesel Cold Flow is not available in Canada; order Diesel All-In-One.

Diesel Injector Clean

Comm. U.S. U.S. Can. Can.

Stock # Units Pkg./Size Wt. Lbs. Credits Wholesale MSRP Wholesale MSRP
ADFPCN EA (1) 8-oz. Bottle 0.96 2.22 3.35 4.50 -- --
ADFPCN CA (6) 8-oz. Bottles 5.75 13.30 18.99 26.25 -- --
ADFCN EA (1) 16-oz. Bottle 1.17 4.07 6.15 8.15 8.15 10.80
ADFCN CA (12) 16-oz. Bottles 14.08 48.83 69.75 96.30 92.75 128.05
ADFHG EA (1) 64-oz. Bottle 4.19 13.44 20.20 26.05 -- --
ADFHG CA (6) 64-oz. Bottles 25.15 80.64 115.20 155.55 -- --
ADF05 EA (1) 5-gal. Pail 40.42 117.43 167.75 223.15 223.20 296.95
ADF55 EA (1) 55-gal. Drum 444.62 996.60 1661.00 2043.05 2212.20 2721.05
Use product code ADFCNC in Canada (16-oz. bottles).

Diesel Cetane Boost

Comm. U.S. U.S. Can. Can.

Stock # Units Pkg./Size Wt. Lbs. Credits Wholesale MSRP Wholesale MSRP
ACBCN EA (1) 16-oz. Bottle 1.26 4.46 6.70 8.90 8.90 11.80
ACBCN CA (12) 16-oz. Bottles 15.09 53.50 76.43 105.50 101.65 140.30
ACBHG EA (1) 64-oz. Bottle 4.53 14.44 21.70 27.95 -- --
ACBHG CA (6) 64-oz. Bottles 27.18 86.63 123.75 167.10 -- --
ACB05 EA (1) 5-gal. Pail 43.00 124.10 185.22 246.35 246.45 327.80
Label representations
only. Bottle sizes ACB55 EA (1) 55-gal. Drum 472.99 1127.05 1878.42 2310.50 2501.00 3076.25
remain unchanged. Use product code CCBCN in Canada (16-oz. bottles).

JULY 2017 | 21
Buy AMSOIL Online M A G A Z I N E

I N S I G H T O N S A L E S
Steve LePage | DEALER TRAINING MANAGER
In my 12 years with AMSOIL, one of
the principle responsibilities of the
Dealer Sales Department has been
the development of our independent
Dealer network. Upon taking the job, I
quickly learned that our Dealers thirst
for knowledge about our products and
programs and the training necessary
to help them turn that knowledge into
business success.
Since 2001, AMSOIL University has
been our marquee Dealer training
event. Held annually, AU gathered
Dealers from across North America
to the Duluth, Minn./Superior, Wis.
area for extensive training, networking
opportunities with fellow Dealers
and the chance to interface with
AMSOIL corporate staff. Typically, up
to 350 Dealers made the annual trip
to AU. Afterward, about 25 percent
of attendees reached a new level of
achievement within the next year.
Despite the success of this once-a-
year training event, not all Dealers had
the time, money or desire to attend.
That left thousands of Dealers without
access to this valuable and effective
training.
Enter AU Online
In January 2016, we launched AU
Online so all Dealers could access
the training previously available only
by attending AU in person. We live
in an increasingly connected world,
and replacing an event only a handful
of our Dealers could attend with AU
Online eliminates many of the barriers
to attendance previously facing most
Dealers.
AU Online, which you can access by
clicking the banner in the Dealer Zone
at myaccount.amsoil.com, is designed
22 | JULY 2017
M A G A Z I N E
AMSOIL University Key
to Dealer Success
Effective Aug. 1, AU Online is free for all Dealers.
to be every Dealer’s one-stop portal
to all our training resources, whether
you’re just starting out or a seasoned
veteran. It includes our Quickshots
and Tech Tips videos, webinars,
Dealer Sales Briefs, T-1 Certification
Training and more. The T2, T3 and
T4 courses offer in-depth training on
the fundamentals of lubrication, the
AMSOIL Buy-Sell Process and more.
Free for all
Currently, most AU Online content
is free for everyone. The T2, T3
and T4 training requires a small
fee. However, we understand the
importance of making our training
resources available to everyone,
so beginning Aug. 1, all AU Online
content will be free for all Dealers
as part of upcoming improvements
to Dealerships. See the Centerlines
announcement on page 20 for details.
AMSOIL University Live
Despite the effectiveness and
convenience of AU Online, we realize
the tremendous value in live, face-
to-face training. We want to continue
to provide a venue where you and
your fellow Dealers can network with
each other and interact with AMSOIL
corporate staff.
Enter AU Live!
While similar to previous AU events,
AU Live! is a smaller, more intimate
event held at different venues around
the country multiple times per year,
giving everyone a chance to attend.
It’s our opportunity to present new
programs, important company
developments, targeted sales training
and other information most effectively
delivered in person. AU Live! also
allows us to recognize Dealers for
Buy AMSOIL Online
AMSOIL ONLINE STORE
their achievements in front of their
peers as a way to honor them and
motivate other Dealers. It gives you
the opportunity to network with other
Dealers in a personal setting, much
like previous AU events.
AU Live! 2017 has been a big
success. In April, nearly 100 Dealers
attended AU Live! in Las Vegas. At
least 200 Dealers are expected July
20-22 in Duluth and at least another
200 in Lancaster, Pa. October 12-14.
To quote one Dealer who attended
the Las Vegas event, “Great to see
AU Live! again. We like the regional
location. Every Dealer we spoke with
agreed. Well done!”
AU Online and AU Live! have exposed
far more Dealers to our training
resources than ever before, but we
want to reach even more. Log in to
the Dealer Zone today and begin
reviewing the AU Online content. It
only takes a few minutes a day and,
starting Aug. 1, all content will be
free to all Dealers. To register for an
upcoming AU Live! event, click the
AU Live! banner on the Dealer Zone
homepage.
We want your feedback to continue
improving our training. Make sure to
complete the surveys that accompany
each AU Online course and share your
ideas. We also welcome feedback
from AU Live! attendees. If you have
any suggestions or comments, please
email us at training@amsoil.com.
 AMSOIL ONLINE STORE

STEP
THREE

S T E P T H R E E I N T H E B U Y - S E L L P R O C E S S :

Assessment
TAILOR YOUR RECOMMENDATIONS TO THE CUSTOMER’S GOALS

• Assess what you’ve learned about the customer’s situation and tailor your recommendations to his or her
specific goals.
• Provide information and guidance on all aspects of adding AMSOIL products to the customer’s business.
Don’t focus only on ordering.
• Help the customer develop a comprehensive plan to move forward.
• Showcase the value of AMSOIL products and let the customer discover his or her own solutions.

Learn more about The Buy-Sell Process in the T3 and T4 level courses of AU Online or contact us at training@amsoil.com.

B R E A K I N G D O W N T H E B U Y - S E L L P R O C E S S
Buy AMSOIL Online
 AMSOIL ONLINE STORE

CHANGE SERVICE REQUESTED PRSRT STD

US POSTAGE
PAID
Published 12 times annually
AMSOIL

ISO 9001/ISO 14001 REGISTERED

Filtration Solutions

WE HONOR

Minimum 10%
(Discover in U.S. only) Post-Consumer Fiber

AMSOIL INC., 925 Tower Ave., Superior, WI 54880 • 715-392-7101 • Printed in the USA
© 2017, AMSOIL INC. All rights reserved. The AMSOIL logo is a registered trademark of AMSOIL INC. www.amsoil.com July 2017

Success is not Achieved Until a Purchase is Made

Customers are most enthusiastic about AMSOIL
products when they first register, and customers who
try AMSOIL products sooner may be more likely to
become regular customers. Strike while the iron is hot.
Pursue sales to new customers when they register or
soon thereafter.
The longer they go without making a purchase, the less
likely they are to purchase at all. If they don’t make a
purchase, you don’t earn a commission.

Buy AMSOIL Online