OU MAY WONDER JUST WHERE the name AMSOIL came from. At a recent AMSOIL Direct
Jobber conference AMSOIL's CEO related the history of the AMSOIL name.
He called his new oil AMMO'S OIL. "Ammo" was Al's nickname in the
Air Force. Shortly after that a few of his marketing friends
convinced him to change it to AMZOIL. Soon thereafter,
Pennzoil took him to court over the "zoil". During the lengthy
and expensive court battle Al changed the name to AMSOIL, just
in case he lost. When it was finally over Al Amatuzio had won
the lawsuit and the right to call his oil AMZOIL. But, during
the course of the court proceedings AMSOIL had already become
widely recognized with the "S" instead of the "Z" so he
decided to leave it as AMSOIL.
Of course, just when he thought everything was resolved Pennzoil
started harassing him again with new legal proceedings. At that
point he got his attorney's together and told Pennzoil that if
they didn't quit messing with him he was going to put the "Z"
back in the AMSOIL name. That ended it and he hasn't heard from
Al Amatuzio is an incredible man and if you ever have the
opportunity to meet him you will see exactly what I mean. He
was inducted into the Lubricants Hall of Fame and is well
respected by people in the lubricants industry, even by his
competitors. His new oil, introduced to the world in 1972 set
all new standards for motor oil quality. AMSOIL synthetic motor
oil outperformed conventional motor oil on all counts.
It was clear from the start that this innovative product would
play a major role in engine performance and engine life.
Today, virtually every other motor oil manufacturer has
recognized the superiority of synthetic lubricants and has
followed the AMSOIL lead with introductions of synthetic motor
oils of their own. They spend millions of dollars advertising
their "new" and "revolutionary" products. No one, however, can
match AMSOIL's experience and technological know-how. And no one
delivers products like AMSOIL. Accept no substitutes - AMSOIL is
the "First in Synthetics".
(Article Courtesy AMSOIL Regency Direct Jobber Mike Kaufman)