From the President

An oil company out of Florida called Amalie* is being sued for knowingly misrepresenting its motor oil as good for modern vehicles. It is alleged that Xcel Premium Motor Oil*, made by Amalie, is falsely advertised as being safe for vehicles. According to the lawsuit, the oil is advertised as “premium,” and that it “protects like no other.” Yet the fine print on the oil’s back label says it is not suitable for “most gasoline-powered automobile engines built after 1930,” and “Use in modern engines may cause unsatisfactory engine performance and equipment harm.”

How shameful! This type of underhanded business is inexcusable. Unfortunately, it’s also not uncommon. Businesses in all industries make unscrupulous choices in order to part you from your money, but it’s especially infuriating to me when oil companies do so and get away with it when we take such extreme care to do things correctly. It would be much easier to take shortcuts, disregard regulations that “don’t matter” or tell little white lies. Instead, we apply rigorous scrutiny to everything we do.

When we recommend one of our products for a particular application, we guarantee it will perform as advertised. We don’t just guess, and we don’t just hope. We test and validate all areas of performance. In the lab and in the field, our products are subjected to extreme protocols designed to prove their abilities and demonstrate their quality. We develop specialized test procedures in an attempt to break the products we build, validate technologies for product development and perform comparative analysis. It also helps us differentiate various raw materials.

We know there’s no reason for consumers to take our word for it, so when we publish performance claims we usually send blind samples to an independent lab and use the results of those tests in our advertisements. We back up our claims with testing and we use industry-accepted tests and protocols for that testing. Then we subject our claims to a thorough legal review. We don’t want to overstate our products’ capabilities, so if anything we understate their performance.

I believe strongly in doing things right. We go the extra mile to ensure we’re on solid ground with everything we do. Sometimes we lose business due to our principles, and that hurts. But we remain true to who we are, and you can count on that as long as I’m at the helm. I won’t attach my name to anything less, and I wouldn’t ask you to do so either. I am proud to be associated with AMSOIL products and you should be too. You can be confident that anything released by this company does exactly what it’s supposed to do. That’s not always true of our competition.

The Amsoil president’s signature

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