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Product line ĪMSOIL manufactures and distributes hundreds of different synthetic lubricants, filters, fuel additives and other products. AMSOIL also has the naming rights to an ice hockey venue in Duluth, Minnesota, named AMSOIL Arena.
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Examples include the Sturgis Motorcycle Rally, Championship Off-Road, the Ultimate Callout Challenge, Team O’Neil Rally School, off-road driver Bryce Menzies and many others.
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Technical sales ĪMSOIL sells lubricants directly to original equipment manufacturers and large commercial and industrial customers via its Technical Sales division.ĪMSOIL sponsors several motorsports events, race series, motorcycle rallies, professional drivers, and other influencers. It sells products directly to companies that manufacture wind-turbine components as well as companies that operate wind-turbine farms throughout the world.ĪMSOIL products are sold in more than 60 countries via International Distributors. Wind-Power companies ĪMSOIL formulates synthetic lubricants for industrial wind turbines. AMSOIL Dealers also establish retail businesses, such as auto parts stores, repair shops, and oil-change facilities, as retail accounts, where customers can buy AMSOIL products. They earn commissions and retail profit selling AMSOIL products directly to end-users, such as individual motorists, professional landscapers, truck drivers, and delivery fleets. They are independent business people and not AMSOIL employees. Today, Amatuzio's son, Alan Amatuzio, serves as AMSOIL President & CEO.ĪMSOIL divisions North American dealer ĪMSOIL products are distributed in North America via a network of independent AMSOIL Dealers. AMSOIL has also developed gear oil for wind turbines, with sale trends increasing through the late 2010s during the increase of renewable energy investments. Nanofiber materials were also developed for air filters, resulting with better performance than traditional cellulose fiber filters. Into the 2000s, AMSOIL developed nanofiber materials to be used in oil filters for increased filtration and durability. In 1994, Amatuzio was inducted into the Lubricants World Hall of Fame. Using network marketing instead of traditional retail sales, AMSOIL Dealers were able to communicate the product's benefits compared to conventional motor oil directly to motorists, helping the company grow. Newspaper ad showing that AMSOIL synthetic motor was commercially available by 1968.ĭue to widespread unawareness of synthetic motor oil and consequent slow sales, Amatuzio started the North American AMSOIL Dealer network in 1973. The company created its tagline, "The First in Synthetics®," to acknowledge the achievement. By 1970, Amatuzio had renamed his company "AMZOIL," which he later changed to "AMSOIL."ĪPI certification and network marketing ĪMSOIL 10W-40 Synthetic Motor Oil became the first synthetic motor oil in the world to meet American Petroleum Institute (API) service requirements in 1972.
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On May 23, 1969, he incorporated "Life-Lube, Inc.," through the Minnesota Department of State. He developed several different synthetic motor oil formulations and was commercially selling synthetic motor oil for automotive use by 1968. Mobil Jet Oil II was one of the main influences for the original AMZOIL formulation. Synthetic lubricants were used exclusively in jet engines due to the increased heat and stress of supersonic flight, and Amatuzio sought to apply the benefits of synthetic oil to automotive engines. ĭuring his time as a pilot, Amatuzio began researching synthetic engine oils. certificate of incorporation from the Minnesota Department of State.
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During his fighter-pilot career, Amatuzio won the William Tell Air-to-Air Shootout Competition and the Earl T. In Duluth, Amatuzio joined the Air National Guard. He returned to Duluth to run the family business after his mother had taken ill. He flew the F80 Shooting Star, America's first operational jet fighter.
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Amatuzio joined the Merchant Marine prior to joining the Air Force after World War II. Following high school in 1942, he attended Naval Air Corps training before the Navy closed the program. Amatuzio was born May 6, 1924, to Italian immigrants in Duluth, Minn. while serving as Squadron Commander of the Duluth, Minn.