AMSOIL ONLINE STORE

DEALER EDITION
JANUARY 2017

Buy AMSOIL Online

 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).

Buy AMSOIL Online

 AMSOIL ONLINE STORE
TA B L E O F C O N T E N T S

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

STAFF
Heavy-Duty Corrosion Protection | PAGE 8 Editor
Terry Johnsen
Associate Editor
Joel Youngman
Staff Writers
Kathy Anderson
John Baker
Dan McClelland
Melissa Sander
Joel Youngman
Graphic Design Manager
Jeff Spry
Senior Graphic Designer
Luke Boynton
Content Contribution
Matt Erickson
Tim Golden
Jeremy Meyer
Mark Nyholm
Dan Peterson
Rob Stenberg
Editorial Contribution
FEATURES DEPARTMENTS Allen Bender
Eric Brandenburg
8 Heavy-Duty Corrosion 4 From the Presidents Advertising
Protection Ed Newman
6 Letters to the Editor Back Issues
9 AMSOIL Dispensing Equipment Back issues of AMSOIL Magazine are
Program Provides New 7 Tech Talk available for $1 each. Order G17D and
specify the month and year.
Opportunities for
T1-Qualified Dealers 14 Racing & Promotional News On the Web
www.amsoil.com
10 Preparing for the Road Ahead: 16 Monthly Leaders Co-President & COO
Alan Amatuzio
An Interview with Dan Peterson
20 Centerlines and Updates Co-President
13 Effects of Excessive Engine Dean Alexander
22 Insight on Sales
Idling Chairman of the Board
A.J. Amatuzio
© 2017, AMSOIL INC.
ADVERTISEMENTS All rights reserved.
Printed by Service Printers
2 Boost Professionalism with Duluth, MN USA.
AMSOIL Vehicle Graphics
Letters to the Editor
AMSOIL INC.
5 Creating Curiosity – Taking Communications Department
Prospects from “Not Looking” The AMSOIL Building
to “Looking” 925 Tower Ave.
Superior, WI 54880
19 A Premium Choice for letters@amsoil.com
THE COVER European Vehicles
MPHD is dialed in
for even stronger 23 Making Sense of the New
protection against Diesel Oil Specifications
corrosion.
24 Success is Not Achieved Until
a Purchase is Made

JANUARY 2017 | 3
Buy AMSOIL Online M A G A Z I N E

You’ll notice there’s a copy of
the ALTRUM News inserted in
this issue of AMSOIL Magazine.
That’s something we haven’t done
in quite some time. In fact, we
typically don’t talk about ALTRUM
at all in our AMSOIL publications
because, well, we’re an oil
company. It confuses some people
and actually irritates others. The
issue of ALTRUM News included
in this issue of AMSOIL Magazine
contains a message from us that
should clear everything up for you.
ALTRUM offers something special
for you, but it’s not an opportunity
like AMSOIL provides.
The AMSOIL opportunity is special
unto itself. The Direct Jobbers
who attended the DJ Convention
in Tampa heard some preliminary
details on some of our plans for
building a stronger business.
We have several projects in
development designed to help
you attract more Dealers and
customers and make more money.
4 | JANUARY 2017
M A G A Z I N E
Alan Amatuzio
Co-President & COO
One way we do that is by
upgrading current products
and introducing new ones. We
provide customers with next-level
protection and tangible benefits,
and we provide you with greater
opportunity to earn sales. This
month you’re going to learn about
our reformulated MPHD. It offers
upgraded corrosion protection,
faster drying time and great sales
opportunities with enthusiasts and
independent parts stores.
Another way we support your
business growth is through the
development of new programs that
help you sell. The new Dispensing
Equipment Program fits that
description. If you pursue new
business with installers and large
commercial accounts, this program
will help you remove a barrier to
entry and increase sales.
You’re also going to hear from
Dan Peterson on some important
issues we will face in the months
Buy AMSOIL Online
AMSOIL ONLINE STORE
Dean Alexander
Co-President
ahead. We recently made some
organizational changes and Dan
has been promoted to Sr. Vice
President, Dealer Sales and
Marketing. Dan has been with
us for nearly 10 years. His deep
technical knowledge, experience
in our product development and
marketing efforts and appreciation
for the Dealer network make him an
excellent choice for this new role.
We are looking forward to what the
future holds.
Dean Alexander
Co-President
Alan Amatuzio
Co-President & COO
 AMSOIL ONLINE STORE

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

Create Curiosity
“NOT LOOKING” TO “LOOKING”

• Research the prospect’s business before making contact.

• Actively listen and take notes when possible.
• Move a potential customer from “not looking” to “looking” by creating curiosity in the value of AMSOIL
products and the services you can provide.
• Share stories of how you’ve helped similar businesses.
• Display patience, empathy and perseverance throughout every interaction.
Learn more about The Buy-Sell Process in the T3 and T4 level courses of AU Online or contact us at info@training.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

PRICING
I would like to offer a rebuttal to the Dealer
complaining about AMSOIL pricing and
policies (August Letters to the Editor).
I am also a Dealer, but have a totally dif-
ferent outlook regarding the pricing and
policies of AMSOIL. I find AMSOIL to be
a great company. Their pricing and poli-
cies are very fair, and the merchandise is
of a very high quality.
I can understand why AMSOIL chooses
quality control and consistency over
cheaper pricing. I wouldn’t want to depend
on the “local guy” if it were my products
being displayed. I think if the writer were
to look at other companies’ policies, they
would find AMSOIL to be in line with the
others. One example is Harley-Davidson*.
Harley-Davidson has copyright laws to
protect their company from inferior quality
being produced by “the local guy.” They
have too much at stake to allow the possibil-
ity of inferior products being sold with their
trademark. This is a very big deal. Once a
company’s reputation has been damaged
from the sale of inferior products, it is very
hard to re-establish consumer trust. The
writer is looking at this from a “dollars and
cents” point. AMSOIL is looking at this from
a quality and reputation point.
The AMSOIL shirts and clothing items I
have purchased have been of a very high
quality. I have purchased cheaper cloth-
ing, but it is just that – cheaper. Same
for the business tools, which are of very
good quality.
AMSOIL has treated me very well and
is a very reliable company. If I were as
dissatisfied as the writer, I would prob-
ably find another profession. I’m sure
AMSOIL would rather have customers,
Dealers and retail outlets that repre-
sent their company in a positive light,
rather than complain about them. Unlike
the writer, I am very satisfied being an
AMSOIL Dealer. And unlike the writer, I
will sign my name to this letter.
John Botts
AMSOIL: Thank you for your positive
letter, John. We completely understand
the desire to keep costs down, and we do
everything we can to do just that. You are
correct – we are highly concerned with our
image. We manufacture top-shelf prod-
ucts and their quality must be reflected in
everything associated with us, from hats to
catalogs and everything in between.
6 | JANUARY 2017
M A G A Z I N E
ONLINE PRICES
I have a question regarding online posted
prices of AMSOIL. I was working with a
customer on pricing for Synthetic Manual
Transmission and Transaxle Gear Lube
(MTG). Upon my quote he then sent a
screenshot of Summit Racing’s website
selling four quarts for $59.03 ($14.75 a qt.)
with free shipping and no charge on tax.
How is any Dealer supposed to compete
with that pricing online when selling through
the website is $16.10 a quart? The item on
Summit Racing is listed as “Advance Adapt-
ers Manual Transmission Fluid 715690A”
with no mention of AMSOIL in the title. Are
they an authorized Dealer/reseller? This is
the third occasion that Summit Racing has
ruined a sale for me. It’s discouraging when
the profit margin is already so low and cus-
tomers expect you to match the pricing.
Justin Funck
AMSOIL: Have you offered your customer
the opportunity to register as a Preferred
Customer? Preferred Customers purchase
AMSOIL products at wholesale prices, in
addition to receiving other perks and sav-
ings, including opportunities for free and
reduced shipping rates. As a Preferred
Customer, your customer would pay $11.95
for a quart of Synthetic Manual Transmission
and Transaxle Gear Lube ($11.36 a quart if
purchased by the case). Summit Racing is
not an AMSOIL account, but allows affiliates
to sell through its website, one of which is
an AMSOIL account. The account has been
contacted and will remove AMSOIL prod-
ucts from the Summit website.
CORVAIR* TRANSAXLES
Just a heads-up on the Steve and Jane Hart
letter to the editor in the August AMSOIL
Magazine: We had our local car show
hosted by the Black Canyon Classics Car
Club of Montrose, Colo. This year the Cor-
vair Club of America was in attendance in
conjunction with their annual cruise, and I
was educated by a number of the partici-
pants as they came by our AMSOIL booth.
Hardcore Corvair owners in the know will
never use any GL-5 lube in the transaxles,
such as the Severe Gear® 75W-90 Synthetic
Gear Lube (SVG) mentioned in the article,
because it is critical to use only a GL-4
manual transmission fluid. GL-5 lubes will
deteriorate the yellow metals in the transmis-
sion, while the GL-4 chemicals preserve
them. I’ll bet the Harts have never been
made aware of this fact.
*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
Buy AMSOIL are developed by AMSOIL for use in the applications shown.
Online
AMSOIL ONLINE STORE
Thank you,
Larry and Debbie Fandrich
AMSOIL: The major difference between
API GL-4 and GL-5 oils is the amount of
sulfur and phosphorus (extreme-pres-
sure) additives. GL-5 oils are formulated
with higher additive levels in order to
adequately protect hypoid gears. You are
correct that the main concern with using
GL-5 oils in transmissions is that the EP
additives will chemically attack yellow
metals like brass synchros. This certainly
may happen if the oil is poor quality.
AMSOIL Severe Gear 75W-90, however, is
premium quality and easily meets the more
severe copper corrosion requirements of
the manual transmission specification API
MT-1. We have no concerns with its use in
the dune buggy.
In addition, a Corvair transaxle in a dune
buggy most likely experiences much more
severe shock-loading than it would in a
typical classic car. Under these conditions,
Severe Gear 75W-90 may provide even
better protection than a GL-4 product such
as AMSOIL Synthetic Manual Transmission
and Transaxle Gear Lube (MTG).
EMISSIONS
Harley-Davidson was fined $12 million
due to emissions. What can AMSOIL
do to decrease this issue? It would help
sales if the new AMSOIL V-Twin Oil
Change Kit would address this.
Don Ferguson
AMSOIL: This particular issue is not oil-
related. The fine was for an illegal engine
tuner that allowed the user to modify the
fuel and timing curves, optimizing bikes
for high-performance aftermarket parts.
These changes produced emission
outputs that were above legal limits for
street-driven bikes.
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
Allen Bender | OIL ANALYZERS INC. MANAGER
AMSOIL Dealers often ask me how oil
analysis can help their businesses. My
frequent conversations with a range of
customers have yielded a few insights
I’d like to share with you.
First, I should offer a primer on oil
analysis. Oil analysis – fluid analysis,
really, since we can test much more
than just motor oil – involves chemically
analyzing lubricant samples to help
determine engine, component or
lubricant condition. It’s far more cost
effective than tearing down an engine
to ascertain condition. Oil analysis also
maximizes drain intervals, saving even
more money.
Use data from your own vehicle
Many AMSOIL Dealers use data
generated from their personal
vehicles to satisfy customers who
simply want proof that AMSOIL
synthetic motor oil guards against
wear and is capable of extending
drain intervals. The Dealer takes an
oil sample at the original equipment
manufacturer (OEM)-recommended
drain interval to establish a baseline.
Then, assuming all is well with the
vehicle, the Dealer continues using
the oil and taking periodic samples
as the miles accumulate in order to
show the customer how well the oil is
performing. This can work very well
if your vehicle is free of mechanical
defects. If a defect surfaces and
allows, for example, fuel or dirt to
contaminate the oil, the report can still
be used as a sales tool by showing
how oil analysis uncovered an issue
that could have become a serious
problem if it had not been caught.
*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
How to use oil analysis to boost sales
Hard data can help turn a prospect into a customer.
Support our oil-change
recommendations
Other customers may be unaware of
how or why oil degrades with time.
This is especially true with RV owners.
An oil analysis report can be a handy
tool when explaining to a person who
drives his RV 2,000 miles per year why
AMSOIL synthetic motor oil should not
be left in the engine for six or seven
years – which is only 12,000-14,000
miles in this case. The oil analysis
report reveals water contamination,
fuel dilution and base number, all of
which can change, even when the
vehicle sits idle. That’s why Signature
Series Synthetic Motor Oil includes a
one-year service-interval limitation,
regardless of miles driven.
Start a business conversation
Some Dealers want to know how to
approach large fleets. Dealers know
that fleets often use oil analysis and
want to impress the fleet manager
with the opportunity to prove their
performance claims. In my experience,
fleet managers hear lots of claims, but
pay more attention to someone with
a plan to support those claims. If the
fleet manager is interested in saving
money (usually the best motivation for
change) he may be convinced to try
new lubricants in a small number of
vehicles. Taking samples from these test
units and a similar number of existing
units provides the opportunity to see
a difference in oil performance. When
comparing existing protection levels and
drain intervals to the units using AMSOIL
synthetic lubricants, oil analysis provides
hard numbers so managers can
calculate the advantages. Even a small
advantage can be considerable when
multiplied by a large number of units.
AMSOIL shown.
Online
AMSOIL ONLINE STORE
Oil Analyzers Inc. offers additional
advantages. For one, we are more
familiar with AMSOIL products than any
other facility. The samples are tested
at an independent facility, but we have
more information for the interpretation
of the results than anywhere else.
There is also the convenience of
receiving oil analysis reports by
mail, email or fax. Most people want
their reports by email since time is
valuable, even when the report reveals
everything is OK. When the report
shows something is wrong, time
becomes even more important.
Submitting sample information is
also an area we’re expanding to
increase customer convenience.
New customers submit oil samples
with vehicle or equipment information
written on the form that comes with
the sample kit. This is how the lab
acquires the information to set-up a
new account and enters each vehicle
or piece of equipment. However, once
the component exists in our system,
customers can submit information for
future oil samples online, speeding
the process. This also eliminates the
potential for errors from reading written
information. We all know how frustrating
it is to read some people’s handwriting.
We also have apps available so oil
sample information can be sent with
your smartphone.
Regardless of the size of your
Dealership or your experience,
oil analysis can help earn new
customers and grow sales. For more
information, check the Oil Analyzers
Inc. website at www.oaitesting.com or
call us at 877-458-3315.
JANUARY 2017 | 7
M A G A Z I N E
 AMSOIL ONLINE STORE

HEAVY-DUTY CORROSION PROTECTION

NEW FORMULATION LAUNCHES JAN. 23
AMSOIL Heavy-Duty Metal Protector (AMH)
has been reformulated to provide improved
performance as a corrosion inhibitor.

MPHD is an What About Lubrication?

easy-to-use, MPHD still provides some lubricating
spray-on product properties, but its primary focus is
that effectively corrosion protection. We know many
protects metal customers use MPHD as a chain lube.
surfaces that are We recommend converting them to
exposed to the AMSOIL Chain Lube (ACL).
damaging effects of salt, moisture or T R E AT E D U N T R E AT E D
chemical corrosion. It is ideal for steel, Applications
iron, aluminum, brass, copper and Automotive and trailer undercoat,
other metal surfaces exposed to water, spare tire carriers, battery terminals, We tested MPHD’s corrosion-prevention
properties on both aluminum and steel. The
dirt or road salt. tailgate hinges, handheld tools, snow three aluminum pieces in the upper left were
plows, mower decks and blades, treated with MPHD on their lower halves, while
• Protects metal from the effects of snowblowers, skid-steer attachments, the three aluminum pieces in the upper right
water, salt and humidity farm machinery, fork lifts, metal gates/ were untreated. The three steel pieces in the
• Excellent long-term protection fences and much more. lower left were treated with MPHD on their lower
against corrosion halves, while the three steel pieces in the lower
• Displaces water and prolongs Price Adjustment right were untreated. Following treatment, the
pieces were placed in a 5 percent saltwater bath
equipment life With the improved performance of for one hour, removed and allowed to dry for 23
• Leaves a dry, long-lasting, wax-like film the formula, pricing has increased. hours. This process was repeated for two weeks.
• Resists dirt Even with the price adjustment, both As seen in the pictures, the portions treated with
wholesale and suggested retail prices MPHD show no signs of corrosion.
• Sprays into hard-to-reach places
are very competitive in the corrosion
Quick-Drying, Long-Lasting Formula inhibitor market.
The new Heavy-Duty Metal DEALER ACTION PLAN
D A T A B U L L E T I N

Data Bulletin
Protector formula provides a dry Heavy-Duty Metal Protector

The updated AMSOIL Heavy-

Corrosion Inhibitor

• Target automotive enthusiasts,

AMSOIL Heavy-Duty Metal Protector (AMH) is an easy-to-use spray-on

time of two hours, and a total

product that protects metal surfaces that require a heavy-duty protec-
tant or are exposed to the damaging effects of salt, moisture or chemi-
cal corrosion. Ideal for steel, iron, aluminum, brass, copper and other
metal surfaces exposed to water, dirt or road salt.

Duty Metal Protector data

• Helps protect against corrosion both inside and outside

powersports enthusiasts,
• Displaces water and prolongs equipment life
• Leaves a dry, long-lasting (up to several years), wax-like film
• Sprays into hard-to-reach places

cure is reached at 12 hours.

Applications
Automotive and trailer undercoat, spare tire carriers, battery terminals, tailgate hinges,
handheld tools, snow plows, mower decks and blades, snowblowers, skid-steer at-
tachments, farm machinery, fork lifts, metal gates/fences and much more

Directions

bulletin (G1136) covers the professionals (including

Shake well before use. Clean target area prior to application. Apply in a uniform
and even manner. For precision application, use extension straw. Allow to dry for
two hours. For best results, allow to cure for 12 hours. Use AMSOIL Heavy-Duty
Degreaser to remove overspray. For chain lubrication, try AMSOIL Chain Lube (ACL).

Depending on the application,

Availability
AMSOIL Heavy-Duty Metal Protector is available in 15-oz. spray cans.

AMSOIL PRODUCT WARRANTY

AMSOIL products are backed by a Limited Liability Warranty. For complete information
visit www.amsoil.com/warranty.aspx.

product’s features and benefits. contractors and landscape

HEALTH AND SAFETY STATEMENT
This product is not expected to cause health concerns when used for the intended
applications and according to the recommendations in the Safety Data Sheet (SDS).
An SDS is available online at www.amsoil.com or upon request at (715) 392-7101.

how it’s used and the operating

Keep Out of Reach of Children. Recycle used oil and bottle.

professionals) and independent

AMSOIL products and Dealership information
are available from your local full-service AMSOIL Dealer.

environment, protection can last AMSOIL INC., 925 Tower Ave., Superior, WI 54880 • 715-392-7101 • Printed in the USA
© 2016, AMSOIL INC. All rights reserved. The AMSOIL logo is a registered trademark of AMSOIL INC. G1136 12/16

Stock # Qty. U.S. auto parts stores.

up to several years. G1136 25 4.10 • Enthusiasts want to protect
and prolong the life of their
equipment. Corrosion is a
AMSOIL Heavy-Duty Metal Protector natural process, but it can be
Wt. Comm. U.S. U.S. prevented by using AMSOIL
Stock # Units Pkg./Size Lbs. Credits Wholesale MSRP
Heavy-Duty Metal Protector.
AMHSC EA (1) 15-oz. Spray Can 1.3 5.27 8.15 11.35
AMHSC CA (12) 15-oz. Spray Cans 15.0 63.24 93.00 135.00 • MPHD is an outstanding door-
opener and add-on sale. Once
AMSOIL Heavy-Duty Metal Protector is not available in Canada.
customers experience its benefits,
they will be open to hearing
about the benefits of using other
premium AMSOIL products.

*All trademarked names and images are the property of their respective owners and may be registered marks
8 | JANUARY 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

AMSOIL Dispensing Equipment Program
Provides New Opportunities for
T1-Qualified Dealers
Over the years, AMSOIL Dealers
have fought an uphill battle against
bulk oil distributors that have the
ability to offer equipment programs to
commercial and retail accounts. Bulk
supply is attractive to these customers
because it eliminates waste in
the form of empty containers and
packaging, declutters work areas by
using a central location for lubricant
storage and lowers lubricant costs.
More Tools for Dealers
In an effort to provide Dealers with
the tools to compete with bulk
suppliers, we have partnered with
GRACO International to provide
industry-leading lubricant dispensing
equipment through the AMSOIL
Volume Purchase Program. You
can use the program to help secure
contracts with service centers,
quick lubes, bus garages, trucking
companies and more. Though this
co-op program is between AMSOIL
and the servicing Dealer, qualified
accounts must commit to purchasing
an annual minimum volume of 275
gallons of lubricant over a two-year
period.
The Volume Purchase Program
allows AMSOIL Dealers to meet the
needs of new retail and commercial
accounts that have previously been
reluctant to purchase AMSOIL
products. It also works to grow
*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
AMSOIL ONLINE STORE
product volume at some existing
accounts from quart and gallon
packages to larger bulk packages.
How it Works
Through the co-op program, AMSOIL
will subsidize up to 50 percent of the
equipment cost while the T1-qualified
Dealer is responsible for the balance.
This will be automatically deducted
over time from the Dealer’s monthly
commissions to alleviate up-front, out-
of-pocket cost. In some cases, retail
accounts may purchase the equipment DEALER ACTION PLAN
using their co-op credits.
• If you haven’t already, complete T1 Certifica-
T1-qualified Dealers with retail and tion through AMSOIL University Online.
commercial accounts that could • Familiarize yourself with the Volume
benefit from the program should Purchase Program.
contact their regional sales manager. • Identify retail and commercial businesses that
would benefit from using AMSOIL lubricants
Familiarize yourself with the AMSOIL
with volume dispensing equipment.
Volume Purchase Program. Complete
• Contact your regional sales manager about
details of how the program works can
opportunities you’ve uncovered.
be found in the Dealer Zone (Business
• Talk with decision-makers about the
Tools>Literature>Dealer Literature).
benefits of using AMSOIL lubricants and
increasing profits and decreasing refuse
and clutter by purchasing AMSOIL in bulk
containers.
JANUARY 2017 | 9
AMSOIL shown.
Online M A G A Z I N E
 AMSOIL ONLINE STORE

PREPARING FOR THE ROAD AHEAD:

An Interview with Dan Peterson
Change defines our industry. Some advancements occur slowly, like
the evolution of performance-enhancing engine technologies. Others
happen abruptly, such as new oil performance specifications taking
effect. To keep you informed of industry and company developments,
AMSOIL Magazine sat down with AMSOIL Sr. Vice President, Dealer
Sales & Marketing Dan Peterson.

AMSOIL Magazine: The changes to the
AMSOIL synthetic diesel oil line are on a
lot of Dealers’ minds. Can you clarify the
two new American Petroleum Institute
(API) diesel oil specifications that took
effect in December?
Peterson: To help ensure the motor
oil you use in your car or truck offers a
minimum level of performance, the API
has published motor oil specifications
for decades. They typically update their
specs every few years to ensure lubricant
performance keeps pace with engine
and equipment advancements. Normally
the transition from the outgoing to the
incoming specification is simple and most
people never notice it.
This time, however, the API has introduced
two new diesel oil specifications – API
CK-4 and API FA-4 – to replace the
outgoing API CJ-4 spec. As you can
imagine, this has led to some confusion.
AMSOIL Magazine: How do Dealers
keep the two specifications straight?
Peterson: In most cases, your customers
will require an oil that meets the new API
CK-4 specification. CK-4 is backward
compatible with the previous diesel
spec. That means if your customers
are using an oil recommended for API
CJ-4, they should simply transition to
the corresponding upgraded AMSOIL
synthetic diesel oil, which will be available
Feb. 6.
AMSOIL Magazine: Tell us about the two
new diesel oil lines.
Peterson: We’ve made the transition
as simple as possible: new AMSOIL
Signature Series Max-Duty Synthetic
Diesel Oil replaces AMSOIL Premium
Synthetic Diesel Oil [DEO,DME]. And new
AMSOIL Heavy-Duty Synthetic Diesel Oil
replaces AMSOIL OE Synthetic Diesel Oil
[OED,OEC].
AMSOIL Magazine: What benefits do the
new formulations provide?
Peterson: The new diesel oils deliver
better wear protection and phenomenal
durability compared to industry
requirements. Not only are customers
getting an oil that performs better, pricing
remains unchanged. Plus, we were even
able to increase commissions somewhat
on the Heavy-Duty line to benefit Dealers.
“We’re never satisfied
with minimum
performance – we strive
to be the best.”
AMSOIL Magazine: What should Dealers
know about the API FA-4 specification?
Peterson: API FA-4 was introduced to
further improve fuel economy and reduce
emissions. As such, oils recommended
for the FA-4 specification must meet more
strict fuel-economy requirements than oils
recommended for CK-4.
We don’t anticipate high demand for
FA-4 oils since they’re not backward-
compatible with API CJ-4 and may only
be used in certain 2017 and newer over-
the-road trucks, when approved by the
original equipment manufacturer (OEM).
Initially there’ll be very few applications in
which FA-4 oils may be used.
It’s also important to know that using FA-4
oils is optional. Each model-year 2017
and newer application will be different.
Some OEMs may require using an oil
recommended for either API CK-4 or
FA-4 – it is up to the customer to decide
which to use. If they desire maximum fuel
economy, then they might favor FA-4. But,
like I said, demand is expected to be low.
AMSOIL Magazine: Ford* recently
announced that it will not recommend
API CK-4 or FA-4 oils in its applications,
saying it will only recommend diesel oils
that meet the Ford WSS-M2C171-F1
specification or oils formulated
specifically for the previous API CJ-4
specification. Why?
Peterson: We’re unsure which CK-4
or FA-4 diesel oils Ford tested, but
a company representative said the
products led to increased wear in its 6.7L
Power Stroke* engine.
The new AMSOIL Signature Series Max-
Duty Synthetic Diesel Oil and Heavy-
Duty Synthetic Diesel Oil formulations
launching in February will contain
boosted levels of wear protection beyond
Ford’s requirements. With the exception
of Signature Series 5W-30, the new
diesel oils will carry the Ford WSS-
M2C171-F1 specification. Signature
Series 5W-30 will also be tested and
evaluated for the specification once
Ford finalizes its 6.7L Power Stroke
engine test. We are certain it will pass
the test, and the Ford WSS-M2C171-F1
specification will be added to Signature
Series 5W-30 in early 2017. You and your
customers can be well-assured that all
Ford Power Stroke engines, no matter
the model year, are well-protected when
using AMSOIL synthetic diesel oils.

*All trademarked names and images are the property of their respective owners and may be registered marks
10 | JANUARY 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
 AMSOIL ONLINE STORE

NEW DIESEL OILS COMING FEB. 6

New Product Family New Products Outgoing Products Protection Claim Recommended for API

6X
DEO 5W-40 DEO 5W-40

6X More Wear
Protection*
AMSOIL
Signature Series
DME 15W-40 CK-4,
Diesel Oil DME 15W-40
CJ-4,
CI-4+…
Max-Duty
Protection
N/A

4X
DHD 5W-30

4X Better
N/A Cold-Temp
Performance**

DZF 0W-40

4X
ADP 15W-40 OED 15W-40

AMSOIL
Diesel Oil CK-4,
4X More Wear
CJ-4,
Protection*
Heavy-Duty CI-4+…
Protection
ADN 10W-30 OEC 10W-30

N/A

ADO 5W-40

* than required by the Detroit Diesel DD13 Scuffing Test for Specification DFS 93K222.
** When compared to SAE 15W-40 oil in ASTM D5293 Cold-Cranking Viscosity test.
JANUARY 2017 | 11
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 AMSOIL ONLINE STORE

AMSOIL Magazine: Are either of
the two new AMSOIL diesel oil lines
recommended for API FA-4?
Peterson: No. We don’t anticipate
sufficient demand, but we’ll monitor the
market carefully. We have the technology
in place to offer an oil recommended for
FA-4, and we’ll act if the need arises.
AMSOIL Magazine: Why aren’t our new
diesel oils API-certified?
Peterson: The API licensing system is
a voluntary certification that only sets
minimum quality standards. We’re never
satisfied with minimum performance – we
strive to be the best.
The system can hinder our ability to
cost-effectively implement technology
that increases product performance.
Our approach allows us to stay agile
and adopt the latest technology to
maximize overall engine protection.
AMSOIL Magazine: Are there plans to
eliminate Premium Protection Synthetic
Motor Oil (AMO, ARO), Series 3000
5W-30 Synthetic Heavy Duty Diesel Oil
(HDD), 15W-40 Synthetic Heavy Duty
Diesel and Marine Oil (AME) or 10W-30/
SAE 30 Synthetic Heavy Duty Diesel Oil
(ACD)?
Peterson: No. Although we may update
the labels, they’ll all remain available as
long as there’s demand.
Peterson: We tested SABER at 50:1 But if Dealers run into a prospect reluctant
in our mechanical lab to establish a to consider 80:1 or 100:1, use the ECHO
performance baseline when mixed at the String Trimmer Technical Study to sell
equipment manufacturer’s recommended them on 50:1. It’s up to each Dealer to
ratio. Establishing a performance baseline know his or her customers and prospects
is a tactic we use to create a catalog of and sell SABER as the solution to the
data for reference as we continually adjust problems they’re facing.
our formulations for better performance.
SABER at 50:1 performed so well fighting
Stihl* String Trimmer Piston
carbon deposits and wear that we decided
& Exhaust Port
to publish the results. We know how much
our Dealers and customers love seeing
SABER Professional OEM-branded Oil
new performance testing. Plus, the results 100:1 50:1
at 50:1 provide a sales tool if Dealers run
into a prospect who’s not interested in
the benefits of using less oil. Let’s face
it – many operators reject AMSOIL out
of hand because they assume they’re
supposed to use SABER at 100:1, and
using less oil, in their minds, conflicts with
their desire to maximize equipment life and
performance. This study helps Dealers win
over prospects who might otherwise never
consider AMSOIL.
AMSOIL Magazine: Publishing test
results of SABER at 50:1 makes it look
like you’re backing away from the 100:1
recommendation. Don’t you trust SABER
at 100:1?
Peterson: Absolutely. As the images KEY TAKEAWAYS
show, SABER at 100:1 is just as effective • Two new AMSOIL synthetic diesel
as other oils at 50:1. In fact, we’ve oils will be introduced Feb. 6 and are
just wrapped up more string trimmer recommended for the new API CK-4
testing with SABER mixed at 100:1, specification.

AMSOIL Magazine: Let’s turn our
attention to the two-stroke market. What
key developments should Dealers be
aware of?
Peterson: Handheld two-stroke
equipment is changing. Years ago,
chainsaws, string trimmers and other
equipment ran rich, and burned a lot
of oil. The problems we saw back then
included a lot of smoke and plug fouling.
Times have changed. The government
requires reduced emissions, and
OEMs have complied by designing
equipment that runs on less oil. This
equals more heat, which can lead to
ring sticking, exhaust-port plugging
and spark-arrestor-screen blocking.
We reformulated SABER Professional
Synthetic 2-Stroke Oil (ATP) last year to
address these issues.
AMSOIL Magazine: The ECHO* String
Trimmer Technical Study (G3455)
demonstrates SABER’s superior
performance. But why did you test SABER
at 50:1 in the study instead of 100:1?
and the results are fantastic. SABER
delivered outstanding cleanliness
and wear protection, while the oil also
solved nagging issues operators have
experienced with exhaust-port blocking
and spark-arrestor-screen plugging. We
plan to publish those results by spring.
It’s important for Dealers to know,
however, that some modern two-stroke
equipment runs extremely hot and is more
prone to deposits and wear. SABER at
100:1 performs just as well as other oils
at 50:1 in this equipment, but SABER
does offer an extra measure of protection
at 50:1 due to the added detergency
provided by using more oil.
AMSOIL Magazine: In light of this
performance testing, how should Dealers
sell SABER Professional?
Peterson: Our test results are available to
help Dealers sell, not tell them how to sell.
If Dealers’ customers are happy using
an 80:1 or 100:1 mix ratio, Dealers can
continue to market the value of using less
oil and saving money.
• New AMSOIL Signature Series Max-Duty
Synthetic Diesel Oil replaces AMSOIL
Premium Synthetic Diesel Oil.
• New AMSOIL Heavy-Duty Synthetic
Diesel Oil replaces AMSOIL OE
Synthetic Diesel Oil.
• We will not introduce a diesel oil
recommended for the new FA-4 spec
at this time due to low anticipated
demand, but will act if the need arises.
• Modern two-stroke handheld
equipment uses less oil and runs hotter
than their predecessors, creating new
performance challenges, such as
exhaust-port and spark-arrestor-screen
plugging.
• No two-stroke oil we’ve tested in our
mechanic lab can match the phenom-
enal performance of SABER Professional,
helping Dealers stand out.
• SABER Professional gives you the
option to sell the benefits of either a
50:1 mix ratio or an 80:1/100:1 mix ratio
depending on your approach and your
customers’ preferences.

*All trademarked names and images are the property of their respective owners and may be registered marks
12 | JANUARY 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
 AMSOIL ONLINE STORE

EFFECTS OF EXCESSIVE ENGINE IDLING

Excessive idling leads to more than just poor fuel economy.

Engine idling is often unavoidable hours of operation, 1,000

during day-to-day vehicle operation. in addition to the 900
Engine Operating Time – Hours

Whether it’s sitting in traffic or waiting in other established

800
the school parking lot, excessive idling guidelines.
creates engine wear without advancing 700
the odometer. The graph to the
600
right illustrates
The detrimental effects of high idle the importance 500

times are numerous: of tracking both 400

• Decreased fuel economy mileage and idle 300
• Incomplete fuel combustion, leading to time. It shows the
200
fuel dilution and lowered oil viscosity, hours of engine
additive concentration and oil pressure operation, or idle 100
Severe Service Normal Service
– all of which increase the risk of wear time, versus the 0
• Increased oil consumption miles driven during 0 5,000 10,000 15,000 20,000 25,000

• Compromised injector tips, turbochargers a drain interval. Miles Driven

and valve seats (diesel engines) The colored EPA NYC Taxi Las Vegas Taxi EPA City EPA Hwy
lines represent 7.1 mph 14.6 mph 21.2 mph 48.3 mph

The service life of a motor oil is average speeds

described in miles; however, it is greatly
affected by a vehicle’s operating
conditions. This is why AMSOIL provides
definitions for normal and severe service.
Commercial and fleet vehicles are
automatically included in the severe
service category due to the nature of
their operating conditions. Vehicles
that frequently tow, haul and plow are
obvious candidates for the category, but
excessive idling is often overlooked.
AMSOIL Signature Series Synthetic
Motor Oil represents the pinnacle of
oil formulation, but all oils eventually
lose their ability to provide proper
lubrication and component protection.
We recommend changing Signature
Series Synthetic Motor Oil after 700
of a vehicle in
four different
scenarios.
synthetic formulation maximizes energy
Following the orange line in the efficiency for optimum fuel economy.
graph shows that the Las Vegas taxi
If you do a lot of idling, is vital to install
accumulated approximately 10,000 miles
a quality motor oil in your vehicle
before reaching the 700-hour mark. It
and maintain an accurate log of both
operated for the same amount of time as
mileage and hours of engine operation.
the New York City taxi, but traveled twice
Combining Signature Series Motor Oil
the miles. This is a clear example of
with the appropriate drain interval will
how the hour limitation can significantly
help prevent engine wear and costly
impact the number of miles accumulated
repairs.
during a drain interval.
To read the full Las Vegas Taxi Cab
Signature Series Motor Oil counteracts
Study, navigate to the Performance
some of the effects of prolonged
Testing page under the “Why AMSOIL”
idling by helping prevent deposits and
menu at www.amsoil.com.
resisting oil volatility (burn-off). Its unique

*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 JANUARY 2017 | 13
advertised here are developed by AMSOIL for use in the Buyapplications
AMSOIL shown.
Online M A G A Z I N E

R A C I N G A N D
Team AMSOIL Reaps
Year-End Awards
Teams and drivers receive special recognition at USAC Banquet.
The Performance Racing Industry (PRI)
show in Indianapolis is the center of
the racing world each December. New
products are showcased, series make major
announcements and every motorsports
niche is represented, from local dirt tracks to
NASCAR, from karting to off-road.
Open-wheel racing rules in Indianapolis,
with the Indy Racing League and the
Indianapolis Motor Speedway leading the
way, but the region is also well-known for
its historical tie to sprint car racing. The
United States Auto Club (USAC) has been
a leader in racing and innovation for the
past 50 years, and as the sport grows,
its strength lies in its competition. Drivers
make USAC a smorgasbord of great racing
and a pipeline to seats at major events like
the Indy 500. And each year, beyond the
aisles of new products and promotions,
USAC honors its drivers at its annual
banquet. This year, Team AMSOIL took
home some serious hardware.
USAC has three main racing series,
including the AMSOIL National Sprint Car
Championship. AMSOIL drivers were well-
represented in the top 10, nabbing eight
spots, including the 2016 championship
effort of Brady Bacon. The Oklahoma
14 | JANUARY 2017
M A G A Z I N E
AMSOIL ONLINE STORE
P R O M O T I O N A L N E W S
© 2016 by Keenan Wright www.KDUBYA.com
O
N THE
B X
WITH JEREMY MEYER
We have several bucket-list items
driver won his second AMSOIL series title, in our arsenal for the diehard
and also took home the Mike Curb Super powersports enthusiast, espe-
License for securing the most national cially if you like it a bit on the
points combined in USAC’s three main chilly side.
series (Sprints, Silver Crown and Midgets). Hosting oval, snocross and vin-
tage racing, the AMSOIL World
Team AMSOIL driver Chad Boespflug of Championship Snowmobile
Hanford, Calif. finished sixth in the AMSOIL Derby is not only the largest and
Sprint Car series, and was named USAC’s most prestigious snowmobile
Most Improved National Driver after picking competition in the sport, it is one
up six wins. In addition, Hoffman Racing, of the highest-ranking winter
the team that owns Bacon’s sprint car, took sports events in the Midwest and
home the Chief Mechanic of the Year award. recognized around the world.
Known as the “Indianapolis 500
The 2017 AMSOIL National Sprint Car of Snowmobile Racing,” the
championship is slated to start Feb. 23-25 Derby attracts more than 40,000
in Ocala, Fla. spectators annually. For more
than 45 years, the race has been
held on a fully contained, half-
mile banked oval track located in
DEALER IMPACT the heart of one of Wisconsin’s
Our involvement with USAC effectively most popular resort areas, Eagle
builds brand awareness among automotive River. Fans travel from all over
enthusiasts. A survey of USAC fans reveals North America to watch more
78 percent change their own oil, while 77 than 500 international drivers
percent believe protection is the #1 attribute race at speeds in excess of 100
that defines motor oil quality, presenting mph on a solid ice oval.
outstanding opportunities for AMSOIL The Derby is a must-see event,
Dealers to present the premium protection and takes place Jan. 19-22.
and performance benefits of AMSOIL Cross it off your list, but remem-
products and build their businesses. ber to bring some warm boots.
*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
Buy AMSOIL are developed by AMSOIL for use in the applications shown.
Online
 AMSOIL ONLINE STORE

Team AMSOIL Opens

Snocross Season in
Dominant Fashion
Scheuring Speed Sports and Judnick Motorsports drivers
combine for four podiums in Duluth.

When the AMSOIL Championship Snocross (ACS) season

opens in Duluth, Minn. each year, the AMSOIL-sponsored
teams of Scheuring Speed Sports and Judnick Motorsports
are always among the favorites to win. The two powerhouse
teams are based out of the Duluth area, and each has a knack
for being dialed-in when the action starts on Thanksgiving
weekend. The 2016 campaign was no exception, as both
teams piled drivers up on the podium in Duluth.
Scheuring Speed Sports ended
last year’s campaign with the
second- and third-ranked drivers
in the Pro Open class. Past series
champion Tim Tremblay can win on any
track, but he had a surprise battle this
year in Duluth as teammate Lincoln Lemieux
celebrated his 23rd birthday by winning his first
career Pro Open race.
“My sled was rippin’ all day,” said Lemieux. “I knew if I could
“I usually don’t do well in Duluth,”
get around the outside, I’d have a clear track. I knew Tim was
said Angove, “so to start the season
right there, but I just worked hard and tried to stay as smooth
off like this, it just pumps me up.”
as possible.”
Angove’s biggest challenge on the track came from
Tremblay made his way through a talented lineup to finish a
rookie teammate Nick Lorenz, who was running in second
close second behind Lemieux.
before a broken idler wheel forced him back one spot.
“I was almost getting him, but there wasn’t enough room or
AMSOIL Championship Snocross fires back up Jan. 6-8, 2017
time to pass him clean,” said Tremblay. “It’s great to get on the
in Shakopee, Minn. Watch the livestream at amsoilracing.
box here, and for our team to go 1-2, it’s even better.”
com. The event will also air on CBS Sports Network. Check
While the Scheuring team sealed the first night of racing with amsoilracing.com for the broadcast schedule.
the top two spots in Pro Open, the Judnick Motorsports drivers
served notice that they are ready to take back the top of the
class in Pro Lite. Second-year rider Jake Angove arrived in
Duluth with a chip on his shoulder, and quickly proved he
belongs in the pro ranks by sweeping his heat races and
charging through the 15-man field for the win.

JANUARY 2017 | 15
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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
Michigan
Bill & Donna Durand George & Shirley
7-STAR REGENCY PLATINUM
DIRECT JOBBER Douglas
Wisconsin
Tennessee
7-STAR REGENCY PLATINUM SECOND
DIRECT JOBBERS Total Organization 4-STAR REGENCY PLATINUM
DIRECT JOBBERS
FIRST FIRST
Total Organization Personal Group Sales THIRD
Total Organization
SECOND SEVENTH
Personal Group Sales New Qualified Customers EIGHTH
Personal Group Sales
HALL OF FAME SIXTH
New Customer Sales

Ches & Natasha Cain

South Dakota Carol H. Bell
3-STAR REGENCY PLATINUM Texas
DIRECT JOBBERS 5-STAR REGENCY PLATINUM Robert V. Spence
DIRECT JOBBER
SEVENTH Kansas
Total Organization EIGHTH 2-STAR REGENCY PLATINUM
Total Organization DIRECT JOBBER
THIRD
Personal Group Sales SEVENTH NINTH
Personal Group Sales Total Organization
SIXTH
New Qualified Customers FIFTH
Commercial Account Sales
FOURTH
New Customer Sales

Greg & Joan Wesley & Marla

Raymond Montanari Desrosiers Stauffer
New Jersey Alberta Pennsylvania
PREMIER DIRECT JOBBER 3-STAR REGENCY PLATINUM EXECUTIVE DIRECT
DIRECT JOBBERS JOBBERS
THIRD
Commercial Account Sales FOURTH SIXTH
Commercial Account Sales Commercial Account Sales

Daniel & Judy

David G. Douglas Douglas Huculak Watson
Saskatchewan
Michigan Florida
REGENCY GOLD DIRECT
EXECUTIVE DIRECT JOBBER JOBBER 2-STAR REGENCY PLATINUM
DIRECT JOBBERS
FOURTH FIFTH
Retail Account Sales Retail Account Sales SIXTH
Retail Account Sales

Herschel L. Gates Doug & Penny Kevin J. Seeger

Murphy
Florida Wisconsin
District of Columbia
EXECUTIVE DIRECT JOBBER REGENCY DIRECT JOBBER
DIRECT JOBBERS
TENTH SECOND
Retail Account Sales FIRST New Qualified Customers
New Qualified Customers

16 | JANUARY 2017
M A G A Z I N E
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OCTOBER 2016

Tom & Sheila Shalin

Leonard & Marcie Georgia
Pearson
Sherree Schell 4-STAR REGENCY PLATINUM
Washington DIRECT JOBBERS
Idaho
5-STAR REGENCY PLATINUM
4-STAR REGENCY PLATINUM DIRECT JOBBERS SIXTH
DIRECT JOBBER Total Organization
FIFTH
FOURTH Total Organization FOURTH
Total Organization Personal Group Sales
NINTH
SIXTH Personal Group Sales FIFTH
Personal Group Sales New Qualified Customers
TENTH
New Qualified Customers FIRST
New Customer Sales

David B. Richardson
Michael H. Ellis Ohio
Michigan
EXECUTIVE DIRECT JOBBER
Thomas R. Weiss
5-STAR REGENCY PLATINUM North Dakota
DIRECT JOBBER TENTH REGENCY PLATINUM DIRECT
Personal Group Sales JOBBER
TENTH
Total Organization FIRST SECOND
Commercial Account Sales Commercial Account Sales
FIFTH
Personal Group Sales THIRD SEVENTH
New Qualified Customers New Customer Sales
FIRST
Retail Account Sales THIRD
New Customer Sales

Allan Loew Ray & Kathy Yaeger John & Dianne

Wisconsin Moldowan
Wisconsin
REGENCY DIRECT JOBBER Alberta
5-STAR REGENCY PLATINUM
DIRECT JOBBERS REGENCY GOLD DIRECT
NINTH JOBBERS
Commercial Account Sales SECOND
Retail Account Sales THIRD
Retail Account Sales

Ted Pickul Debra Mckenzie Darren Kohls

Florida Alberta Alberta
REGENCY GOLD DIRECT
PREMIER DIRECT JOBBER EXECUTIVE DIRECT JOBBER
JOBBER
SEVENTH EIGHTH NINTH
Retail Account Sales Retail Account Sales Retail Account Sales

Vijay Parany
Ontario
Kent & Trudy
Tim Goor Whiteman
1-STAR REGENCY PLATINUM
South Dakota DIRECT JOBBER Utah
DEALER 7-STAR REGENCY PLATINUM
EIGHTH DIRECT JOBBERS
FOURTH New Qualified Customers
New Qualified Customers SECOND
FIFTH New Customer Sales
New Customer Sales

JANUARY 2017 | 17
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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.

Lee & Susan

Lynn & Beth Pabst Kenneth M. George Mortenson
Wisconsin Pennsylvania Maine
2-STAR REGENCY PLATINUM DIRECT JOBBER REGENCY SILVER DIRECT
DIRECT JOBBERS
JOBBERS
EIGHTH NINTH
New Customer Sales TENTH
New Customer Sales New Customer Sales

HIGHER LEVELS OF RECOGNITION

Jon & Deborah

Davidson
Colorado
Randy Wilson Alex Novosad DIRECT DEALERS
North Carolina Ontario Sponsors:
EXECUTIVE DIRECT JOBBER PREMIER DIRECT JOBBER Dale & Peggy Thompson

Direct Jobbers:
Donald & Kathleen Reichert Jr.
EXECUTIVE PREMIER

Frederic Thibault Joann & Robert Edwin D. Welliver

Smythe
Quebec Texas
Texas
DIRECT DEALER DIRECT JOBBER
DIRECT JOBBERS
Sponsors: Sponsors:
Sponsor:
Norman & Doreen Rinehart David & Eline Haunschild
Allan G. Mather
Direct Jobbers: Direct Jobbers:
Direct Jobber:
Norman & Doreen Rinehart David & Eline Haunschild
Jason Wynne

Ed & Katie Long Ron Massoletti Shawn Ting

Washington Texas Florida
ACCOUNT DIRECTS ACCOUNT DIRECT ACCOUNT DIRECT
Sponsors: Sponsors: Sponsors:
Tom & Ingrid Bennett Lefty & Barbara Thompson Bryan & Frances Frambach
Direct Jobbers: Direct Jobbers: Direct Jobbers:
Tom & Ingrid Bennett Lefty & Barbara Thompson Bryan & Frances Frambach

18 | JANUARY 2017
M A G A Z I N E
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A Premium Choice for European Vehicles

AMSOIL European Car Formula Synthetic Motor Oil is engineered to meet the specifications required by
European manufacturers. Many installers lack a European line that provides the depth of coverage provided
by European Car Formula. Make sure your accounts are aware of the broad coverage you provide.

E U R O P E A N C A R F O R M U L A F A M I L Y

European Car Formula European Car Formula European Car Formula European Car Formula
0W-40 Classic Emissions 5W-40 Classic Emissions 5W-30 Improved 5W-40 Improved
System Protection System Protection Emissions System Emissions System
Synthetic Motor Oil (EFO): Synthetic Motor Oil (EFM): Protection Synthetic Motor Protection Synthetic Motor
API SN, SM…; ACEA A3/ API SN, SM…; ACEA A3/B3, Oil (AEL): API SN; SM…; Oil (AFL): API SN, SM,
B3, A3/B4; BMW LL-01; A3/B4; BMW LL-01; GM LL- ACEA C3; BMW LL-04; CF...; ACEA C3; Chrysler
Mercedes-Benz 229.1, B-025; Renault 0700, 0710 Mercedes-Benz 229.51; MS-10850;GM dexos 2™;
229.3, 229.5; Porsche
Manufacturer Approvals:* Porsche C30; GM dexos 2™; Volkswagen 502.00, 505.01;
A40; Renault 0700, 0710; Chrysler MS-11106 Ford WSS-2C917-A; Renault
MB-Approval 229.5; Porsche
Volkswagen 502.00, 505.00 0700, 0710
A40; Volkswagen 502.00, Manufacturer Approvals:*
505.00 Volkswagen 504.00, 507.00 Manufacturer Approvals:*
BMW Longlife-04; MB-
* All trademarked names 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.
Approval 229.51; Porsche A40

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

January Close-Out
The last day to process January orders in the U.S. and Canada is
the close of business on Tuesday, Jan. 31. Individual telephone and
walk-in orders will be processed if initiated by the close of business.
Internet and fax orders will be accepted until 3 p.m. Central Time
on that day. All orders received after these times will be processed
for the following month. Volume transfers for January business will
be accepted until 3 p.m. Central Time on Monday, Feb. 6. All trans-
fers received after this time will be returned.
Keep Your Retail Account Profiles Updated
Be sure to provide accurate information for each of your retail
accounts for possible inclusion on the AMSOIL Locator. The
Locator shows potential AMSOIL customers where they can
purchase AMSOIL products or have AMSOIL products installed
in their vehicles. A retail account whose profile has not been
updated may not appear on the Locator when it qualifies, or may
not appear accurately, potentially hindering both the Dealer’s
and retailer’s growth and profits. To update your retail account
information, log in to the Dealer Zone and click Retail Account
Information Administration under the My Business menu.
Dan Peterson Promoted to Senior Vice President,
Dealer Sales and Marketing
The AMSOIL Dealer Sales, Communications, Integrated Marketing
and Technical Marketing departments have been combined
into the Dealer Sales and Marketing department, led by new New Ads in the AMSOIL Print Center
Senior Vice President, Dealer Sales and Marketing Dan Peterson.
New full-page, half-page and quarter-page
With his deep technical knowledge, affinity for marketing and
customizable ads have been added to the AMSOIL
understanding of our Dealer network from his nearly 10 years
Print Center. Ads can be used to promote your
as Vice President, Technical Development, Peterson is uniquely
AMSOIL business in local and regional publications,
positioned for this new challenge of helping AMSOIL and its
or have them printed and distribute them like flyers.
Dealers reach new levels of success.

2017 AMSOIL Calendars Now Available

The full-color 2017 AMSOIL calendar is now
available and shines a spotlight on one AMSOIL
employee/enthusiast each month of the year.
Calendars personalized with your contact information
are available from the AMSOIL Print Center. Non-
personalized calendars are also available and may
be personalized by adding your business card. No
minimum-quantity orders required.

AMSOIL Print Center Pricing* - Personalized

1 – 49 calendars $2.62 each
50 – 99 calendars $2.19 each
100 – 249 calendars $1.84 each
250 – 499 calendars $1.80 each
500+ calendars $1.48 each
* Includes shipping.

AMSOIL Pricing** - Non-Personalized

Stock # Qty. U.S. Can.
G1105-EA 1 1.75 2.35
G1105-CA 10 15.00 20.00
**Calendars also subject to shipping charges.

*All trademarked names and images are the property of their respective owners and may be registered marks
20 | JANUARY 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.
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New Signature Series and Heavy-Duty Synthetic Diesel Oil Prices

Launching in February, new AMSOIL Signature Series Max-Duty Synthetic Diesel Oil (DHD, DZF, DEO, DME) will replace AMSOIL
Premium Synthetic Diesel Oil (DEO,DME). Also launching in February, new Heavy-Duty Synthetic Diesel Oil (ADN, ADO, ADP) will
replace OE Synthetic Diesel Oil (OED, OEC). The prices for the new diesel oil lineup will match the previous lineup, providing your
customers an even better oil at the same price. And while Heavy-Duty Synthetic Diesel Oil will be price-competitive with other synthetic
brands in the marketplace, helping you open doors and increase sales, it will also offer improved commissions compared to OE
Synthetic Diesel Oil. To help you effectively communicate the diesel oil lineup changes to your customers and accounts and take
advance orders, we offer its pricing below:
AMSOIL Signature Series 5W-30 Max-Duty Synthetic Diesel Oil

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

Stock # Units Pkg./Size Wt. Lbs. Credits Wholesale MSRP Wholesale MSRP
DHDQT EA 1 Quart 2.04 5.44 8.30 10.75 10.80 13.90
DHDQT CA 12 Quarts 24.43 65.31 94.65 127.80 123.00 165.60
DHD1G EA 1 Gallon 7.89 21.36 32.50 42.20 42.15 54.50
DHD1G CA 4 Gallons 31.58 85.42 123.80 167.15 160.40 216.40
DHDTP EA (1) 2.5 Gallon 19.61 51.17 80.20 102.60 103.85 132.60
DHDTP CA (2) 2.5 Gallons 39.22 102.34 152.75 203.20 197.80 263.20
DHD30 EA 30-Gallon Drum 240.82 516.60 861.00 1076.25 1114.00 1392.00
DHD55 EA 55-Gallon Drum 431.42 917.40 1529.00 1880.70 1976.00 2430.00
DHD27 EA 275-Gallon Tote 2092.10 4570.50 7617.50 9369.55 9840.00 12103.00

AMSOIL Signature Series 0W-40 Max-Duty Synthetic Diesel Oil

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

Stock # Units Pkg./Size Wt. Lbs. Credits Wholesale MSRP Wholesale MSRP
DZFQT EA 1 Quart 2.02 5.24 8.00 10.35 10.35 13.40
DZFQT CA 12 Quarts 24.20 62.82 91.05 122.95 118.20 159.60
DZF1G EA 1 Gallon 7.82 20.53 31.25 40.60 40.50 54.45
DZF1G CA 4 Gallons 31.27 82.11 119.00 160.65 154.20 208.20
DZF55 EA 55-Gallon Drum 427.19 877.80 1463.00 1799.50 1892.00 2327.00

AMSOIL Signature Series 5W-40 Max-Duty Synthetic Diesel Oil

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

Stock # Units Pkg./Size Wt. Lbs. Credits Wholesale MSRP Wholesale MSRP
DEOQT EA 1 Quart 2.04 5.24 8.00 10.35 10.35 13.40
DEOQT CA 12 Quarts 24.46 62.82 91.05 122.95 118.20 159.60
DEO1G EA 1 Gallon 7.90 20.53 31.25 40.60 40.50 54.45
DEO1G CA 4 Gallons 31.62 82.11 119.00 160.65 154.20 208.20
DEOTP EA (1) 2.5 Gallon 19.64 49.16 77.05 98.60 99.90 127.50
DEOTP CA (2) 2.5 Gallons 39.27 98.32 146.75 195.20 190.20 253.00
DEO30 EA 30-Gallon Drum 241.12 495.00 825.00 1031.25 1068.00 1335.00
DEO55 EA 55-Gallon Drum 431.97 877.80 1463.00 1799.50 1892.00 2327.00
DEO27 EA 275-Gallon Tote 2094.85 4372.50 7287.50 8963.65 9420.00 11587.00

AMSOIL Signature Series 15W-40 Max-Duty Synthetic Diesel Oil

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

Stock # Units Pkg./Size Wt. Lbs. Credits Wholesale MSRP Wholesale MSRP
DMEQT EA 1 Quart 2.06 5.13 7.85 10.15 10.15 13.15
DMEQT CA 12 Quarts 24.66 61.58 89.25 120.50 115.80 156.60
DME1G EA 1 Gallon 7.97 20.11 30.65 39.80 39.70 51.40
DME1G CA 4 Gallons 31.88 80.45 116.60 157.45 151.20 204.00
DMETP EA (1) 2.5 Gallon 19.80 48.16 75.50 96.60 97.80 124.80
DMETP CA (2) 2.5 Gallons 39.61 96.31 143.75 191.20 186.20 247.60
DME30 EA 30-Gallon Drum 243.13 484.20 807.00 1008.75 1044.00 1305.00
DME55 EA 55-Gallon Drum 435.66 858.00 1430.00 1758.90 1848.00 2273.00
DME27 EA 275-Gallon Tote 2113.28 4273.50 7122.50 8760.70 9202.00 11319.00

AMSOIL Heavy-Duty 10W-30 Synthetic Diesel Oil

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

Stock # Units Pkg./Size Wt. Lbs. Credits Wholesale MSRP Wholesale MSRP
ADNQT EA 1 Quart 2.05 2.81 5.30 6.90 7.05 9.20
ADNQT CA 12 Quarts 24.56 33.77 60.30 81.45 80.55 108.80
ADN1G EA 1 Gallon 7.94 11.03 20.70 27.00 27.65 35.95
ADN1G CA 4 Gallons 31.75 44.13 78.80 106.40 105.25 142.15
ADNTP EA (1) 2.5 Gallon 19.72 27.02 50.70 65.20 67.70 86.75
ADNTP CA (2) 2.5 Gallons 39.44 54.04 96.50 128.35 128.95 171.45
ADN55 EA 55-Gallon Drum 433.84 511.94 984.50 1210.95 1316.15 1618.85
ADN27 EA 275-Gallon Tote 2104.20 2545.40 4895.00 6020.85 6542.40 8047.15

AMSOIL Heavy-Duty 5W-40 Synthetic Diesel Oil

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

Stock # Units Pkg./Size Wt. Lbs. Credits Wholesale MSRP Wholesale MSRP
ADOQT EA 1 Quart 2.04 2.98 5.60 7.30 7.50 9.75
ADOQT CA 12 Quarts 24.44 35.78 63.90 86.30 85.35 115.25
ADO1G EA 1 Gallon 7.90 11.70 21.95 28.65 29.35 38.10
ADO1G CA 4 Gallons 31.58 46.82 83.60 112.90 111.65 150.75
ADO30 EA 30-Gallon Drum 240.85 312.00 600.00 750.00 801.50 1001.90
ADO55 EA 55-Gallon Drum 431.48 546.26 1050.50 1292.15 1403.55 1726.40
ADO27 EA 275-Gallon Tote 2092.38 2717.00 5225.00 6426.75 6979.45 8584.75

AMSOIL Heavy-Duty 15W-40 Synthetic Diesel Oil

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

Stock # Units Pkg./Size Wt. Lbs. Credits Wholesale MSRP Wholesale MSRP
ADPQT EA 1 Quart 2.06 2.85 5.35 7.00 7.15 9.30
ADPQT CA 12 Quarts 24.70 34.19 61.05 82.45 81.55 110.15
ADP1G EA 1 Gallon 7.98 11.17 20.95 27.35 28.00 36.40
ADP1G CA 4 Gallons 31.93 44.69 79.80 107.75 106.60 143.95
ADPTP EA (1) 2.5 Gallon 19.83 27.37 51.35 66.05 68.60 87.90
ADPTP CA (2) 2.5 Gallons 39.67 54.74 97.75 130.05 130.60 173.75
ADP30 EA 30-Gallon Drum 243.49 297.18 571.50 714.40 763.80 954.80
ADP55 EA 55-Gallon Drum 436.32 519.09 998.25 1227.85 1334.40 1641.35
ADP27 EA 275-Gallon Tote 2116.58 2581.15 4963.75 6105.45 6633.85 8159.70

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I N S I G H T O N S A L E S

Adopt these four traits to grow

your business.
Every Dealer and Dealership is different, but these four traits
are typically common among the most successful Dealers.

Eric Brandenburg | REGIONAL SALES MANAGER

Helping you grow your business is
one of our primary goals. The Dealer
Sales Department does this by
providing great training, developing
strong programs to sell and providing
guidance through difficult selling
situations. At the end of the day, when
you grow your business it not only
benefits you, but also strengthens
AMSOIL and allows us to continually
develop new products and programs
that make us more appealing to the
companies and people who buy our
products. Everyone wins.
As regional sales managers, we
interact with a lot of Dealers and come
across all different kinds of situations
and challenges. It is evident that no
two Dealers are the same, and no
two situations or challenges are the
same. There are always many different
avenues for overcoming challenges
and reaching that common goal of
growing Dealers’ businesses.
We see four common traits repeat
themselves over and over again in
successful Dealers.
1. Customer Focused – It doesn’t
matter what industry you are in – if
you are focused on what is best for
yourself, it will be difficult to achieve
long-term success. You might win
some short-term sales, but eventually
those customers will go away when
they realize you aren’t looking out for
their best interests. Understanding
your customers’ goals is crucial. Your
customers start to see you as less of
a salesperson and more of a partner
– someone who wants to help them
succeed, solve a problem or find
the best solution for them. They not
only start to buy more product from
you, they don’t even consider your
competition. Not just because of the
great products that you represent,
but because of the great service you
provide.
2. Great Communication – When
customers don’t hear from their
Dealer, the likelihood of them looking
for alternative products and solutions
increases significantly. For many
of our customers, their Dealer is
the face and voice of AMSOIL.
Providing good communication is a
key component to excellent customer
service. Without it, your customers
and Dealers may miss out on things
they can benefit from, such as new
product and program announcements.
A lack of communication can also
create problems when customers are
surprised by AMSOIL changes. A
retail account that is not aware of an
upcoming price increase may not be
very happy if the first they hear about
it is when they place an order. No
matter how much communication they
receive directly from AMSOIL, there is
no comparison to learning about this
type of a change through a personal
visit or a phone call from their Dealer. It
ensures they receive and understand
the information and have time to make
adjustments on their end. It decreases
the likelihood that they may be upset
and consider dropping AMSOIL.
3. Diversified Business –
Diversification of where a company’s
products are marketed and sold is
not only important to an organization
the size of AMSOIL, but also to
each individual AMSOIL Dealership.
Diversifying your business will
accomplish several things. It can
help you minimize the cyclical ups
and downs of sales. It may help you
find a program in which you excel.
Diversification of your AMSOIL
business can be achieved in a number
of ways. First of all, it can mean filling
your business with individuals and
companies in all of the programs
that we offer – Dealers, Preferred
Customers, catalog customers, retail
accounts and commercial accounts.
This really involves putting your
customers in the right program to meet
their needs. Secondly, it may mean
diversifying your customer base within
those programs. Seek retail customers
in varying industries. Seek Dealers who
have different skills and strengths. If
you are comfortable with face-to-face
sales, but not so comfortable with the
computer, seek other Dealers who
are comfortable marketing AMSOIL
through a website. Finally, diversifying
your AMSOIL business may involve the
methods you choose to market AMSOIL
and your Dealership – trade shows,
racing events, online, in-person, etc.
4. Provide New Ideas – Providing
customers with new ideas makes you
a more valuable resource to them.
Make sure you understand AMSOIL
products and programs. When you visit
a customer, getting an order shouldn’t
be your only goal. Have something new
prepared to present to them that may
benefit them in some way. The same
holds true when you interact with your
Dealers; have something to share with
them that may help them grow their
businesses. It might be something as
simple as a good industry article.
Embracing these traits will strengthen
and help grow your individual business
and AMSOIL as a whole.

22 | JANUARY 2017
M A G A Z I N E
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MAKING SENSE OF THE NEW DIESEL OIL SPECIFICATIONS

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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 January 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.

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