Amsoil
| Company type | Private |
|---|---|
| Industry | Synthetic lubricants, fuel additives, oil filters |
| Founded | May 23, 1969 in Superior, Wisconsin, United States |
| Founder | Albert J. Amatuzio |
| Headquarters | Superior , United States |
Area served | Global |
Key people | Alan Amatuzio (Chairman & CEO) |
| Products | Synthetic motor oils, fuel additives, oil filters, gear oils |
| Website | amsoil |
AMSOIL Inc. is a U.S.-based company located in Superior, Wisconsin, focused on producing and packaging synthetic lubricants, fuel additives, and oil filters. The company was established by Albert J. Amatuzio, an entrepreneur who pioneered synthetic motor oil formulations during the 1960s. By 1968, AMSOIL had introduced its first commercial synthetic motor oil product. In 1972, AMSOIL 10W-40 Synthetic Motor Oil became the first synthetic motor oil worldwide to comply with American Petroleum Institute standards, securing a market-leading position and inspiring the slogan "The First in Synthetics." Throughout the 1970s and early 1980s, AMSOIL launched multiple innovative synthetic lubricant products that set industry benchmarks. The firm operates on a global scale, with distribution across North America managed through an independent dealer network compensated via commissions.
History
Albert J. Amatuzio founded AMSOIL Inc. while holding the position of Squadron Commander in the Duluth Air National Guard. Born on May 6, 1924, to Italian immigrant parents in Duluth, Amatuzio trained with the Naval Air Corps before serving in the Merchant Marine and subsequently joining the Air Force after World War II. He piloted the F80 Shooting Star, America’s first operational jet fighter, and earned distinction by winning competitions such as the William Tell Air-to-Air Shootout and the Earl T. Rick Competitive Shootout. After his mother’s illness required him to oversee the family business in Duluth, he balanced this responsibility with his military career while laying the groundwork for AMSOIL’s future development.
Life-Lube, Inc.
During his career as a pilot, Amatuzio investigated synthetic engine oils—originally designed for jet engines due to their superior heat resistance—with the goal of adapting these advantages for automotive engines. By 1968, he had begun marketing synthetic motor oil for automotive applications. On May 23, 1969, he registered "Life-Lube, Inc." in Minnesota; this entity was later renamed "AMZOIL," before finally adopting the name "AMSOIL."
API certification and network marketing
In 1972, AMSOIL’s 10W-40 Synthetic Motor Oil became the first synthetic motor oil to achieve certification meeting American Petroleum Institute (API) service standards, which led to adopting the trademarked phrase "The First in Synthetics®." Facing limited consumer awareness and modest sales initially, Amatuzio initiated the North American AMSOIL Dealer network in 1973. This direct sales model empowered dealers to educate customers about the benefits of synthetic oils compared to traditional products, significantly accelerating company growth.
Recent history
Albert J. Amatuzio was honored with induction into the Lubricants World Hall of Fame in 1994. During the 2000s, AMSOIL enhanced its product portfolio by introducing nanofiber technology for oil and air filters, improving both filtration performance and product longevity. The company also diversified into gear oils tailored for wind turbines, leveraging expanding investments in renewable energy throughout the late 2010s.
Amatuzio passed away on April 1, 2017. His son, Alan Amatuzio, currently holds the roles of Chairman & CEO of AMSOIL, guiding its ongoing strategic direction and business expansion.
Sponsorships
AMSOIL actively supports a range of motorsport competitions, racing circuits, motorcycle gatherings, professional racers, and social media personalities. Prominent collaborations include the USAC Amsoil National Sprint Car Series, the Sturgis Motorcycle Rally, Championship Off-Road events, the Ultimate Callout Challenge, Team O’Neil Rally School, as well as off-road competitor Bryce Menzies. Additionally, AMSOIL possesses the naming rights for AMSOIL Arena, a hockey facility located in Duluth, Minnesota.
Certifications and licenses
- NSF-ISR ISO 9001:2015 Accreditation
- NSF-ISR ISO 14001:2015 Accreditation
- License from the American Petroleum Institute (API)