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Abundant Opportunity for AMSOIL Dealers in Diesel Market

Diesel vs. Gasoline Applications

To understand the differences between gasoline and diesel engines it is important to understand how an engine works. Internal combustion engines harness the energy that is released from a small explosion and use it to propel the vehicle forward. The explosion is ignited from a precise combination of oxygen and fuel.

Most vehicles employ four-stroke engines because each piston makes four strokes in the combustion process: the intake stroke, the compression stroke, the combustion stroke and the exhaust stroke. The piston starts at the top of the cylinder. When the intake valve opens to let air into the combustion chamber, the piston moves down (intake stroke). At this point a precise amount of fuel is injected into the combustion chamber, and the piston moves back up and compresses this air/fuel mixture (compression stroke). In gasoline applications, when the piston reaches the top of its stroke, the spark plug emits a spark, igniting the fuel and creating a small explosion which drives the piston down (combustion stroke). When the piston reaches the bottom of the combustion stroke, the exhaust valve opens and the piston moves upward, forcing the exhaust out of the combustion chamber (exhaust stroke), and the cycle repeats.

Most modern vehicle engines feature between four and 12 cylinders, each housing a piston pumping in a timed pattern. Each piston is connected to the crankshaft. As the piston is forced down in the combustion stroke, the crankshaft is forced to spin.

It takes hundreds of explosions per minute to propel a vehicle forward and it requires a great deal of precision to ensure the explosions within each cylinder happen in succession to provide smooth transfer of power from the piston, through the crankshaft and eventually to the wheels of the vehicle. In gasoline applications, the spark plug helps maintain this precision by igniting the air/fuel mixture at the exact moment the piston reaches the top of the compression stroke. But in diesel engines, there are no spark plugs. Diesel engines let in air on the intake stroke and compress the air on the compression stroke. When the piston reaches the peak of the compression stroke, the diesel fuel is injected and then ignited by the heat of the compressed air, forcing the piston back down (combustion stroke).

Diesel Issues

Traditionally, diesel vehicles have been viewed as loud, smelly and dirty. But those terms hardly apply to today’s diesel engines. Modern diesels are cleaner, more efficient and more powerful than their gasoline counterparts. In fact, some diesel engines are said to provide a 25 percent improvement in fuel economy over comparable gasoline engines, while simultaneously reducing pollutants and emissions.

So why aren’t diesel vehicles more popular than gasoline vehicles? Even as modern diesels emerge from the stigma left by the diesel engines of the 1970s, they aren’t without their drawbacks. Diesel engines are more sensitive than gasoline engines. Fuel quality is important in diesel applications, and, ironically, diesel fuel quality can vary greatly from one filling station to the next. In addition, diesel fuel is not as readily available as gasoline and operating a diesel engine in cold climates requires either a switch to reduced-efficiency blended diesel fuel or the use of fuel additives to prevent the fuel from gelling. Diesel engines also must combat soot-loading in EGR equipped engines.

AMSOIL Is The Solution

AMSOIL provides high-quality lubricants, filters and fuel additives for diesel applications that directly address the challenges of maintaining a diesel engine.

AMSOIL diesel oils deliver extraordinary lubrication in diesel commercial, fleet and personal vehicles. They are formulated with high quality synthetic base stocks and premium additives to exceed the higher performance demands of diesel engines. AMSOIL diesel oils withstand the stress of higher heat, higher acid levels and excessive soot-loading found in EGR equipped engines.

AMSOIL Ea Air, Oil and By-Pass Filters provide top-of-the-line filtration performance for diesel engines. Ea Air Filters are the most efficient filters on the market, preventing contaminants from entering sensitive diesel engines through the air intake. Ea Oil Filters offer maximum efficiency over extended drain intervals. Ea By-Pass Oil Filters provide the best possible filtration protection against wear and oil degradation, while removing 39 percent of soot particles less than one micron. AMSOIL also offers Injen/AMSOIL Cold Air Intakes for many diesel applications, providing improved horsepower, torque and efficiency.

AMSOIL diesel fuel additives are formulated to combat the varied quality, cold-temperature performance and other issues diesel fuel can present. They provide improved improved lubricity, maximum pumpability and increased efficiency in diesel engines.

Knowledge Is Key to Breaking In

When trying to break into the diesel market, it is important to have a solid knowledge base. Knowledge is the key when approaching diesel enthusiasts.

For the most part, diesel pickup drivers are gear-heads and will bombard Dealers with technical questions. Before attempting to sell to this market, Dealers need to familiarize themselves with AMSOIL literature on diesel oil so they can field questions in a knowledgeable manner.

AMSOIL Director of Dealer Sales Rob Stenberg agrees. “The diesel market is just like any other market in that if you attempt to talk the talk with someone before having a firm grasp on the issues, you will talk yourself out of making any sales,” said Stenberg. Stenberg pointed out that, with diesel applications, it is important to know the differences between pre-2007 and post-2007 engines. If the engine is a model-year 2007 or newer it requires a CJ-4 oil. New API classifications are generally backwards compatible, so when a new classification is introduced most motorists with engines pre-dating the new classification use the new oil. However, while CJ-4 oils are backwards compatible, the differences between CJ-4 oils and CI-4+ oils are such that many diesel owners with pre-2007 diesels continue to seek out oils meeting the CI-4+ classification.

“AMSOIL provides diesel oils that exceed the requirements of CJ-4, along with several oils exceeding the requirements of CI-4+,” said Eastern Regional Sales Manager Peter Markham. “This allows Dealers to market AMSOIL products to any diesel owner.”

“One of the best things a Dealer can do is become familiar with the main differences between different generations of diesel engines. For example, there a significant differences between the old Ford 6.9L IDI, 7.3L non-Power Stroke and the 7.3L Power Stroke launched in 1994 and redesigned in 1998.5. There are further differences with the 6.0L and 6.4L Power Strokes and the same holds true for Duramax 6.5L and 6.6L applications and Cummins 5.9L and 6.7L applications.

Each engine category contains sub-generations where engine and powertrain design or manufacturing/production changes were made that necessitate different discussions and recommendations.

An AMSOIL Dealer who knows these differences and can talk about them in depth is the one with the potential for great sales in the diesel market,” said Markham.

“That’s not to say that Dealers who don’t have extensive diesel knowledge can’t sell in this market,” said Western Regional Sales Manager Steve LePage. “AMSOIL has established a great reputation and diesel owners know about our products.”

Simply reading product data bulletins and becoming familiar with which products fit which applications can lead to sales.

“The diesel market is just like any other,” said LePage. “The more you know, the better off you are, but opportunity exists at all levels.”

Beyond Diesel Motor Oil

While diesel specific knowledge is key to gaining credibility in the diesel market, it is important to have a well rounded knowledge of other basic areas that are important to pickup drivers. Air filtration and air intake systems, injection systems, differentials, transmissions, diesel fuel and by-pass filtration are other areas on which to concentrate when approaching diesel prospects.

“AMSOIL provides a great array of products for the diesel market,” said Central Regional Sales Manager Tim Golden. “AMSOIL Dealers have everything they need to penetrate this market. The more a Dealer knows about the issues diesel owners face and how AMSOIL products address those issues, the more earning potential that Dealer has.”

For example, fuel quality is a big issue in the diesel world. Diesel fuel quality varies and diesel fuel is susceptible to contamination from water, suspended particulate matter and the formation of wax in cold weather. In addition, the mandate for ultra-low-sulfur diesel fuel (ULSD) created new challenges such as increased pump and injector wear and fuel that is more difficult to treat. AMSOIL provides diesel fuel additives that are formulated to compensate for the quality variances of different fuels (including biodiesel) and the deficiencies of today’s ULSD for better engine operation.

“AMSOIL offers diesel fuel additives that provide real results,” said Markham. “In northern climates, if you get some fuel with a high cloud point you could find yourself stranded somewhere. Offer prospects with diesel vehicles a bottle of Diesel Concentrate Plus Cold Flow Improver as a way to make sure they are protected.”

Listen

Most consumers have one issue that dominates all others. For diesel drivers, it could be fuel economy, fuel flow, soot control, drain interval, price or any other vehicle related topic. Discovering what is most important to that person is the key to making sales.

“It is so important to listen,” said Stenberg. “Oftentimes prospects will tell you the key to making the sale without actually saying what it is. If you pay attention to what’s being said, you can actually learn which issue is the most important to a prospect, and once you know that, you’ll know which AMSOIL product to offer them.”

AMSOIL Dealers Have the Edge

AMSOIL offers many products for diesel engines, including a full-range of diesel oils, drivetrain lubricants, filters, fuel additives and more. AMSOIL Dealers can offer diesel owners lubricants of the highest quality, improved efficiency, extended drain intervals, ultrafine filtration, improved horsepower and torque and more. No matter what the issue, AMSOIL Dealers have the tools to help diesel owners get the most from their vehicles.

Premium AMSOIL Synthetic Motor Oils offer the longest drain intervals on the market, unsurpassed protection and performance that effectively extends equipment life and improved fuel economy, saving customers money at the pump and reducing the nation’s dependence on foreign oil.

"AMSOIL INC. warrants that the use of its lubricants will not cause mechanical damage to any mechanically sound equipment when AMSOIL INC. products are used in full compliance with the company's recommendations and instructions."

FULL WARRANTY

AMSOIL synthetic motor oils are formulated to surpass engine test specifications, offering protection far greater than competing motor oils for extended drain intervals. Most synthetic oil manufacturers make no claim to extended drain intervals, deferring to the maintenance schedule provided by the vehicle manufacturer. With its unparalleled oil and warranty program, AMSOIL offers consumers unprecedented protection and economics.

Another AMSOIL First

More than 20 years ago, AMSOIL began using the NOACK volatility test as a comparison tool and measurement of quality. Back then, nearly every oil tested side-by-side with AMSOIL synthetic motor oils failed, and those that passed barely squeaked by. Other oil companies paid no attention to NOACK results until Ford Motor Company made it a requirement for service fill oils, validating what AMSOIL had said all along.

AMSOIL Now An ISO Certified Manufacturer
AMSOIL recently received ISO 9001:2000 certification of our Quality Management System (QMS). NSF International Strategic Registrations is the registrar that has verified our QMS meets the requirements of the ISO 9001:2000 standard, the most widely utilized quality standard throughout the world for quality management systems. ISO standards are used by over 300,000 companies worldwide setting rigorous standards for businesses, government and industry.

ISO 9001:2000 is applicable to any manufacturing and service organization providing a framework for system development that focuses on the customer, quality system performance and ongoing improvement. AMSOIL received ISO 9001:2000 registration under the scope: synthetic lubricants blending, packaging, and other fulfillment directly associated with lubricant product.

The ISO certification puts AMSOIL in line with some of the most efficient companies in the world. It is further assurance that the products and services AMSOIL provides will continue to maintain the high level of quality the company always demanded.

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