When you consider that at least two-thirds of passenger cars in the United States have accumulated more than 75,000 miles, and the conventional lubricant market has been generally stagnant the last few years, Valvoline’s introduction of MaxLife motor oil in 1999 was marketing at its best. By targeting the owners of higher mileage vehicles and telling them the new product was specially formulated to protect higher mileage engines, Valvoline suddenly found itself with a very successful new product. The company has been steadily increasing its profits the past few years and repeatedly credits MaxLife for the growth.
“We’re all wrestling with that [lack of growth in overall demand] and saying that our ticket out of this is that we need to innovate,” says Blair Boggs, director of branding for Valvoline.
Not wanting to get left behind, other lubricant manufacturers quickly began marketing their own high mileage motor oils. Nearly every major American lubricant manufacturer now offers a product specifically for vehicles with more than 75,000 miles, including Valvoline, Quaker State, Castrol, Mobil, Pennzoil, Kendall, Exxon, Havoline and Chevron, and high mileage motor oils now account for between 5 and 7 percent of passenger car motor oil sales value.
“At this point, approximately 14 percent of vehicles with more than 75,000 miles are using high mileage motor oils, so the potential upside is terrific,” says Ray Sparling, director of programs for Kendall Motor Oil. “Moreover, we think the timing for entering the segment is very good because a significant portion of consumers have already gone through the learning curve on this type of product.”
Quarts of high mileage motor oils are typically priced a dollar or more higher than standard conventional oils, allowing lubricant manufacturers to significantly increase profits. Are consumers who use high mileage motor oil getting their money’s worth or are they just falling for marketing hype? Is the extra cost justified?
High mileage engines often lose compression, the gaskets become brittle, the rings wear and valves do not seal as tightly. Formulated with varying degrees of anti-wear additives, seal conditioners, extra cleaning agents and friction modifiers, high mileage motor oils supposedly protect old seals and combat deposit build-up, viscosity change, increased oil consumption, reduced fuel economy and decreased performance.
The question them becomes, if the problems associated with high mileage engines can be treated with special high mileage motor oils, is it reasonable to assume they can be prevented entirely by running a high quality oil from the beginning? Yes. AMSOIL motor oils are proprietary formulations of the world’s best synthetic base stocks and most advanced additive systems. From the start, they protect seals, prevent deposit formation, maintain viscosity, reduce oil consumption and improve fuel economy.
AMSOIL has a superior performing motor oil for most high mileage customers. Customers that are thinking about a high mileage engine oil for their vehicle fall into one of four categories. Which category are you?
- The “smart” customer: I have been using AMSOIL synthetic motor oil from the start. I have been following AMSOIL oil and filter change recommendations. Now, with over 75,000 miles accumulated, my engine is clean, efficient and mechanically sound. What oil should I use?
Answer: Continue using any of the AMSOIL synthetic motor oils.
- The “finally getting smart” customer: I have been using conventional petroleum oil for up to 75,000 miles, but have performed regular maintenance. My vehicle is mechanically sound. What oil should I use?
Answer: Begin using any of the AMSOIL synthetic motor oils.
- The “got smart just in time” customer: I have been using conventional petroleum oil for 75,000 miles or more, but have been inconsistent in terms of maintenance. My engine still runs well, but may have developed some deposits, worn seals and slight increases in fuel and oil consumption. What oil should I use?
Answer: Change over to AMSOIL Synthetic XL Motor Oil. The AMSOIL XL Motor Oils contain less detergency than the other AMSOIL motor oils. They are less aggressive in terms of solvency and are less likely to break away the petroleum oil deposits that have formed false seals and threaten o block passageways and plug oil filters. AMSOIL Synthetic XL Motor Oils minimize concerns over leading seals, excessive oil consumption and sludge clean-up problems.
- The “not smart enough” customer: I have been running conventional petroleum oil for over 75,000 miles and have totally neglected proper maintenance. My engine is worn, thick with sludge and leaks oil. What oil should I use?
Answer: Continue using the cheapest conventional petroleum oil you can find. We at AMSOIL can’t help you, but think of us the next time you purchase a new(er) car.
