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AMSOIL Looks Ahead for Fast
Al Amatuzio, founder of AMSOIL INC. the Superior
Wisconsin, based synthetic lubricant maker, says the company
will double in size in the next five years.
BY JANE BRISSETT
NEWS TRIBUNE STAFF
AMSOIL, the Superior
company that manufactures synthetic motor oil, will announce
to its dealers today a new management team that's expected
to lead the company to more than double its size during the
next five years.
Al Amatuzio, the
company's founder and chief who unabashedly claims "we
make the best oil in the world," sees that AMSOIL will
need more expertise and energy at the top to grow. He has
turned over many of his responsibilities to his son and son-in-law.
Now they'll have
a team to help them.
AMSOIL, which calls
itself the largest independent manufacturer of synthetic lubricants
in the world, will introduce seven new vice presidents and
directors to 225 dealers meeting in the Twin Ports.
The company has
been preparing for a full-throttle expansion for the past
couple of years. It expanded its physical presence with the
purchase of the 8.5-acre warehouse at the base of the Bong
Bridge once owned by Fleming Cos., a grocery wholesaler. It
has about 250 employees.
will become a giant corporation one of these days," predicted
Amatuzio, the company's charismatic president, CEO and founder.
Amatuzio, a former
jet fighter pilot, founded the company after observing characteristics
of synthetic oil in jet engines -- reduced engine wear, good
performance in extreme temperatures and long life. He thought,
correctly as it turns out, that synthetic oil also could be
used in automobiles.
He is considered
by some to be a pioneer in synthetic motor oil.
Amatuzio is a native
of Duluth's Raleigh Street. He served 25 years in the Air
Guard and built the company after retiring from the military.
Since its founding in 1972, Amatuzio has received numerous
awards for his leadership in the industry.
Now at age 82 he
spends somewhat less time at the office, leaving much of the
company's leadership to his son, Alan Amatuzio, executive
vice president and chief operating officer; and son-in-law,
Dean Alexander, executive vice president and general manager.
The elder Amatuzio will retire "when I hit 100,"
he said with a laugh.
The company is
built on a multi-level marketing strategy, similar to Tupperware
or Mary Kay Cosmetics, in which much of the selling is done
through person-to-person contacts. AMSOIL claims 90,000 dealers
around the world, some of whom are purported to be millionaires.
disclose the company's annual revenue, but Al said it is more
than a business directory's estimate of $50 million to $75
million. AMSOIL has seen annual double-digit growth since
1990, Alexander said.
All manufacturing and laboratory development takes place in
Superior. Within two or three years, it is expected be located
at the warehouse building, now called AMSOIL
Center. AMSOIL has invested about $500,000 in
the building to date, Al said.
lubricants banner has been taken up by the big oil companies
such as ExxonMobil or Shell, for which AMSOIL is no match
in size. Al said his company, an independent, beats the big
ones on quality, however.
is a term that means different things to different people,"
said Dennis Bachelder, senior engineer in oil licensing at
the American Petroleum Institute. API has set standards for
motor oils in conjunction with major automakers since the
early 1980s, he said. Some of Amsoil's numerous products are
AMSOIL uses a synthetic
base for its oil, but some synthetic oil manufacturers use
highly refined oil, Bachelder said. AMSOIL, Bachelder said,
tends to use "very high-quality base stock."
The company does
its own lab testing and field testing, Alan said.
Al told his dealers
in a company magazine that Texaco once offered to buy him
out. He turned down that bid and his son said he sees no way
big oil could put AMSOIL out of business. "The only way
they can shut us down is to compete against us and beat us,
which they can't do," Alan said.
Instead, the company
will continue to grow in Superior with the help of its new
team, Al said. The location, though, can be a hindrance to
industry people to this area is a challenge," Alexander
said. The severe winter weather and remote location aren't
for everyone, he said.
AMSOIL is one of
the top five locally owned employers in Superior, said Andy
Lisak, executive director of the Superior-Douglas County Development
It's one company
that provides jobs for highly educated people -- with degrees
in accounting, chemistry or finance, for example, Lisak said.
"They don't get a lot of fanfare, but they're creating
jobs year by year and they're sustainable jobs."
Although the company
is quiet in its home community, it aggressively markets its
products and is extending the fanfare this week to AMSOIL
University, the meeting of dealers who are in Superior and
Duluth attending classes to learn more about their products.
On Wednesday evening,
the dealers and other guests were invited to a dinner and
a surprise movie premiere. It turned out to be a 90-minute,
$100,000 documentary-type production about Al's life as told
by family, friends and associates.
film is called "Albert
J. Amatuzio: An American Success Story."
Project Prepares AMSOIL for Future Growth
Synthetic Motor Oils offer the longest drain intervals
on the market, unsurpassed protection and performance that
effectively extends equipment life and improved fuel economy,
saving customers money at the pump and reducing the nation's
dependence on foreign oil.
"AMSOIL INC. warrants that the use of its lubricants will not cause mechanical damage to any mechanically sound equipment when AMSOIL INC. products are used in full compliance with the company's recommendations and instructions."
synthetic motor oils are formulated to surpass engine test
specifications, offering protection far greater than competing
motor oils for extended drain intervals. Most synthetic oil
manufacturers make no claim to extended drain intervals, deferring
to the maintenance schedule provided by the vehicle manufacturer.
With its unparalleled oil and warranty program, AMSOIL offers
consumers unprecedented protection and economics.
More than 20 years
ago, AMSOIL began using the NOACK volatility test as a comparison
tool and measurement of quality. Back then, nearly every oil
tested side-by-side with AMSOIL synthetic motor oils failed,
and those that passed barely squeaked by. Other oil companies
paid no attention to NOACK results until Ford Motor Company
made it a requirement for service fill oils, validating what
AMSOIL had said all along.
NOACK Volatility Test
Volatility Test determines the evaporation loss
of lubricants in high temperature service. The more
motor oils vaporize, the thicker and heavier they become,
contributing to poor circulation, reduced fuel economy
and increased oil consumption, wear and emissions. AMSOIL
Synthetic Motor Oil resists high temperature volatization
better than other motor oils. AMSOIL Synthetic Motor
Oil maintains peak fuel efficiency and reduces oil consumption
AMSOIL Now An ISO Certified
received ISO 9001:2000 certification of our Quality Management
System (QMS). NSF International Strategic Registrations is
the registrar that has verified our QMS meets the requirements
of the ISO 9001:2000 standard, the most widely utilized quality
standard throughout the world for quality management systems.
ISO standards are used by over 300,000 companies worldwide
setting rigorous standards for businesses, government and
is applicable to any manufacturing and service organization
providing a framework for system development that focuses
on the customer, quality system performance and ongoing improvement.
AMSOIL received ISO 9001:2000 registration under the scope:
synthetic lubricants blending, packaging, and other fulfillment
directly associated with lubricant product.
certification puts AMSOIL in line with some of the most efficient
companies in the world. It is further assurance that the products
and services AMSOIL provides will continue to maintain the
high level of quality the company always demanded.
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