 | |
| Company type | Private |
|---|---|
| Industry | Oil and chemical |
| Genre | Automotive service |
| Founded | May 23, 1969; 56 years ago (1969-05-23) (as Life-Lube, Inc.) |
| Founder | Albert J. Amatuzio |
| Headquarters | , U.S. |
Area served | Worldwide |
Key people | Alan Amatuzio(Chairman & CEO), Bhadresh Sutaria(President) |
| Products | Synthetic lubricants,synthetic grease,oil filters, nutritional products |
| Owner | Alan Amatuzio |
Number of employees | 315 |
| Divisions | ALTRUM - Health Division |
| Website | www |
AMSOIL Inc. is an Americancorporation based inSuperior,Wisconsin that primarily formulates and packagessynthetic lubricants,fuel additives, andfilters. Company founder Albert J. Amatuzio developed several synthetic motor oil formulations throughout the mid-to-late 1960s. He was commercially selling synthetic motor oil by 1968. In 1972, AMSOIL 10W-40 Synthetic Motor Oil became the world's first synthetic motor oil to meetAmerican Petroleum Institute requirements,[1] which prompted the company to adopt "The First in Synthetics" as its tagline. The company introduced several other synthetic lubricants that represented industry firsts throughout the 1970s and early 1980s.[1] It distributes products inNorth America via a network of independent dealers paid commissions on sales.
Albert J. Amatuzio founded AMSOIL Inc. while serving as Squadron Commander of theDuluth, Minn.Air National Guard. Amatuzio was born May 6, 1924, to Italianimmigrants in Duluth, Minn. Following high school in 1942, he attended Naval Air Corps training before theNavy closed the program. Amatuzio joined theMerchant Marine prior to joining theAir Force afterWorld War II. He flew theF80 Shooting Star, America's first operational jet fighter. He returned to Duluth to run the family business after his mother had taken ill. In Duluth, Amatuzio joined the Air National Guard. During his fighter-pilot career, Amatuzio won the William Tell Air-to-Air Shootout Competition and the Earl T. Rick Competitive Shootout.
During his time as a pilot, Amatuzio began researching synthetic engine oils. Synthetic lubricants were used exclusively injet engines due to the increased heat and stress of supersonic flight, and Amatuzio sought to apply the benefits of synthetic oil toautomotive engines. He developed several different synthetic motor oil formulations and was commercially selling synthetic motor oil for automotive use by 1968. On May 23, 1969, he incorporated "Life-Lube, Inc.," through theMinnesota Department of State. By 1970, Amatuzio had renamed his company "AMZOIL," which he later changed to "AMSOIL."
AMSOIL 10W-40 Synthetic Motor Oil became the first synthetic motor oil in the world to meetAmerican Petroleum Institute (API) service requirements in 1972.[2][1] The company created its tagline, "The First in Synthetics®," to acknowledge the achievement.
Due to widespread unawareness of synthetic motor oil and consequent slow sales, Amatuzio started the North American AMSOIL Dealer network in 1973. Usingnetwork marketing instead of traditionalretail sales, AMSOIL Dealers were able to communicate the product's benefits compared toconventional motor oil directly to motorists, helping the company grow.[3]
In 1994, Amatuzio was inducted into theLubricants World Hall of Fame.[4] Into the 2000s, AMSOIL developednanofiber materials to be used in oil filters for increased filtration and durability.[5] Nanofiber materials were also developed for air filters, resulting in better performance than traditionalcellulose fiber filters.[6] AMSOIL has also developed gear oil forwind turbines, with sale trends increasing through the late 2010s during the increase ofrenewable energy investments.[7]
Amatuzio died on April 1, 2017.[8][9] Today, Amatuzio's son, Alan Amatuzio, serves as AMSOIL Chairman & CEO.[10]
AMSOIL sponsors severalmotorsports events,race series,motorcycle rallies, professional drivers, and other influencers. Examples include theUSAC Amsoil National Sprint Car Series,Sturgis Motorcycle Rally,[11]Championship Off-Road, the Ultimate Callout Challenge,[12] Team O’Neil Rally School,[13] off-road driver Bryce Menzies[14] and many others. AMSOIL also has the naming rights to anice hockey venue inDuluth, Minnesota, namedAMSOIL Arena.[15]
