AMSOIL performance claims provide valid evidence of our performance and protection.
AMSOIL has more product claims now than at any time in its history, driven in part by Dealers’ requests for more ways to help differentiate our products from the competition. Our claims feature real people with whom enthusiasts can identify with talking about AMSOIL. Head-to-Head Test – Pits our products against top competitors in industry testing to show which comes out on top. Let’s peel back the curtain and explain how we develop our performance claims while providing guidance on how to get the most out of them.
You can find AMSOIL performance claims practically everywhere – product labels, data sheets, AMSOIL.com/performance-tests, Youtube, and in our ads and elsewhere. Their purpose is to achieve the following:
- Define protection level
- Define AMSOIL brand
- Help the buyer make an informed buying decision about AMSOIL
AMSOIL publishes multiple types of claims, each with its own strengths.
Industry/Original Equipment Manufacturer (OEM) Specification – Demonstrates product performance compared to a leading standard. A perfect example is our claim that Signature Series Synthetic Motor Oil delivers 75% more engine protection against horsepower loss and wear than a leading industry standard, which appears right on the product label.
Testimony – Leverages the expertise of influencers like Bryce Menzies and Gale Banks to credential product performance and strengthen the brand. They’re highly impactful because Proof of Performance (POP)
Head-to-Head Test – Pits our products against top competitors in industry testing to show which comes out on top.
Proof of Performance (POP) – Demonstrates performance in lab testing designed to simulate real-world conditions. Our UTV Extreme Dyno Test is a prime example. Find it on our YouTube page by searching “UTV.” To ensure market balance, we introduce no more than two claims in any one market per year. Having 10 claims in the diesel market, for example, doesn’t directly help the Dealer who specializes in powersports. When determining claim content and required testing, we follow these guidelines.
Legitimate performance claims must be…
- Meaningful to the buyer
- Truthful and not misleading
- Supported by repeatable, reliable test data
- Approved by multiple company stakeholders
We (AMSOIL Inc.) analyze the market and the potential buyer to ensure that we bring the right claims to market. Take our UTV Extreme Dyno Test as an example. Market research tells us our target buyer uses his UTV primarily for working around his property, but for the occasional joyride, too. He’s purchased accessories to help get more work done, like a plow or winch. Those accessories add weight and stress. Combine that with the buyer’s propensity to push his machine past his comfort zone when trying to finish a big job, and the product feature around which we want to build our claim begins to emerge: reserve protection against extreme heat. From there, our engineering team determines the testing needed to demonstrate that particular product feature.
Since no industry-standard test exists for extreme-heat UTV protection, we designed our own test. The result is our video that brings to life the extreme heat protection of AMSOIL synthetic ATV/ UTV lubricants. The claim is meaningful to the buyer, truthful and supported through repeatable, reliable test data. Watch the video below.
We have about 80 claims published in several mediums, with more in the works. Some of the AMSOIL Claims you can view currently at AMSOIL.com
Here are some current performance claims as of today:
- Signature Series helps keep engines cleaner, longer
- Signature Series guards turbos
- Signature Series keeps turbos clean
- AMSOIL synthetic diesel oil delivers more wear protection + reduces oil consumption
- Signature Series Max-Duty Synthetic Diesel Oil fights wear
- AMSOIL Synthetic Marine Gear Lube – fights water contamination.
- AMSOIL Oil Filters – 99% efficiency at 20 microns
- AMSOIL Fuel Additives: P.i. increases horsepower, Diesel All-in-One Superior cold-temperature protection, improves diesel lubricity, AMSOIL Gasoline Stabilizer fights corrosion + improves stability
- Synthetic V-Twin Motorcycle Oil resists viscosity breakdown
- See more at amsoil.com/performance-tests
Since the very beginning in 1972 AMSOIL has taken the higher ground and supported claims with research and testing. You can be assured that using AMSOIL in your vehicles and equipment will give you the best possible performance, protection and savings.
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