Does Motor Oil Brand Matter?
Competing Brands Work Hard to Reduce the Selling Price of Their Products Sacrificing Quality for Market Share
Because consumers often base their purchasing decisions on finding the lowest price to stretch their dollar, the priority of many competing motor oil brands is to reduce the selling price of their products. Yes, pricing should be a factor in consumer purchasing decisions, but not when it puts customers’ vehicles at risk. The attempts of some motor oil brands to cut corners to save a buck can result in inadequate lubrication that can damage your car or truck.
Gaps in Oversight in the Oil Industry Allow Unethical Companies to Cut Corners to Lower Price but Still Claim Their Products Meet Required Licensing Standards
Some say that motor oil brand doesn’t matter; if the oil meets the manufacturer's required specifications, such as API certification and SAE viscosity grade, any brand that meets the specific standards for your vehicle will properly lubricate your engine. The dirty little secret, however, is that according to an American Petroleum Institute (API) audit program, nearly 50% of engine oil samples tested failed to comply with these minimum (and mandatory!) licensing standards!
Cheap motor oil is a poor investment; it can lead to engine sludge, increased engine wear, and potential failure, and because it degrades quicker, it requires more frequent, costly oil changes. This is penny-wise and pound-foolish, saving a small amount of money now that will cost a large amount of money in the future. Customers should make their purchasing decision as to which engine oil to put in their vehicle based on value, not just price; they need to weigh cost against benefits.
AMSOIL Does Not Formulate Down to a Price - We Formulate Up to a Performance Standard
National trade publication Lubes’N’Greases labeled AMSOIL “unshackled” for never conforming to industry norms and standards, praising AMSOIL for their commitment to excellence. AMSOIL has always stood apart from the big oil companies to benefit you, the consumer. Motor oil is the life blood of your engine and AMSOIL is a long-term investment in the life of your vehicle.
Discover why AMSOIL 100% synthetic motor oils are the trusted choice for maximum engine protection and performance, saving you more money than any cheap oil can. You get what you pay for! The following article appeared in the "From the Chairman" column in the March 2025 AMSOIL Magazine:
In the January edition of “Lubes’N’Greases” magazine, longtime LNG contributor and president of consulting firm Petroleum Trends International Tom Glenn painted a gloomy picture of quality in the motor-oil market. His article captured my attention because I share many of his concerns. Glenn points out that products sold based on specifications are vulnerable to commoditization. As competition increases and all market participants are aiming for the same set of performance specifications, it becomes harder to differentiate between brands. This typically leads to customers making buying decisions based almost entirely on price, and therefore, competing brands work hard to reduce the selling price of their products. That’s great when it benefits consumers, but there are gaps in oversight in our industry that allow unethical companies to market products that claim to meet certain standards, but sell at a price below what it would cost to manufacture an oil that performs as claimed. That puts customers’ vehicles at risk and it’s just plain wrong.
Glenn cited an American Petroleum Institute (API) report that revealed that nearly 50% of the engine-oil samples tested through the API audit program failed to comply with licensing standards. In addition, 15% of samples were categorized as “questionable additives,” meaning their chemical composition did not match that of the fingerprint established at licensing. Add to that the ambiguities surrounding the definitions of “synthetic” and “synthetic-blend” motor oils and the only thing that’s clear is that consumers should be wary.
While some of our competitors may engage in unethical practices, sacrificing quality, their brand and their promise to the customer, AMSOIL is standing firm. We do not formulate down to a price; we formulate up to a performance standard. We insist on providing products that perform as promised, and, well, you get what you pay for.
Product quality has been a cornerstone of our brand since day one, and it is important that everything about AMSOIL reflects the quality of our products. As we grow, aspects of our business outside of product quality can be challenged to keep pace while upholding our high standards – maintaining enough inventory, packing and shipping orders quickly and minimizing telephone on-hold times all become more difficult with growth.
We are not going to grow at the expense of quality or the customer experience, so we need to take steps to ensure we’re able to maintain our high standards in all areas. To reinforce that notion, we recently launched a “quality first” initiative to beef up our commitment to earning the loyalty of every customer. To be clear, our commitment never faltered; however, we feel like the topic is worthy of continual examination and improvement. The quality first initiative is not about product quality; it’s about highlighting the importance of our customers’ overall experience and ensuring they get what they deserve. We are focusing on making sure we have the best packaging, we have products available to fulfill demand and orders are delivered on time. We are making capital investments and adding a second production shift to keep pace with demand and improve our ability to delight Dealers and customers. We are systematically evaluating all aspects of our business to ensure everything associated with AMSOIL is as high quality as the lubricants we manufacture.
However the quality issues in our industry shake out, you can trust that AMSOIL will remain right where we’ve always been – at the top.
Alan Amatuzio, Chairman & CEO
As one of a few independently owned oil companies, AMSOIL provides a safe, cost-effective, and environmentally friendly oil change that you can trust. You will not find AMSOIL in big-box retailers, which allows AMSOIL to remain free from their demands. AMSOIL remains committed to formulating products based on maximizing the protection and performance of the vehicles you love, not price.
In a previous Lubes’N’Greases article, Automotive Editor David McFall revealed that U.S. motor oils are only required to meet a “one-size-fits-all” minimum performance standard. He stated, “the current lowest-common-denominator system offers little incentive or opportunity for technical enhancements.” Meanwhile, Europeans benefit from a tiered motor oil system that helps vehicle owners determine which quality of motor oil they choose to run in their engines. You can have complete confidence knowing that AMSOIL is a top-tier motor oil. You spent a lot of money for your vehicle; why would you want to put cheap oil in it? Upgrade to AMSOIL today and see for yourself why Lubes’N’Greases called AMSOIL, “a flat-out bargain.” Trust your engine to a product that consistently exceeds expectations rather than one that merely scrapes by, AMSOIL 100% full synthetic motor oil.