About Amsoil

History of Amsoil

The history of AMSOIL synthetic lubricant begins with founder Albert J. Amatuzio and his background as a jet fighter pilot in the mid-1960s. Impressed by the performance of synthetic lubricants in jet engines, he sought to bring this technology to consumer automobiles. After extensive research and development, AMSOIL Inc. was officially formed, pioneering the first synthetic motor oil to meet American Petroleum Institute (API) requirements.

The Founding of AMSOIL

  • Jet fuel for thought: While flying high-performance military jets, Amatuzio saw how synthetic lubricants performed in extreme conditions and believed the technology could be valuable for civilian engines.
  • Early formulations: In 1966, he created his first synthetic motor oil and began selling his products commercially by 1968.
  • Company name: The company was first incorporated as “Life-Lube, Inc.” on May 23, 1969, and eventually renamed to AMSOIL, an amalgamation of Amatuzio’s name and “oil”.
  • API certification: After facing skepticism from major oil companies and consumers, Amatuzio sent his product for third-party testing. In 1972, AMSOIL 10W-40 Synthetic Motor Oil became the world’s first synthetic motor oil to meet API service requirements, a landmark achievement that signaled a new era in lubrication science.
  • Sales strategy: Facing slow sales due to the cost and complexity of the new product, AMSOIL established a dealer network in 1973. This enabled trained professionals to communicate the benefits of synthetic oil directly to consumers.

A Timeline of Innovation and Expansion

  • 1970s–1990s: AMSOIL expanded its product line significantly, introducing several “industry firsts”:
    • First “extended-drain” oil, recommended for 25,000 miles or 12 months
    • First synthetic gear lube and automatic transmission fluid for automotive use
    • First synthetic motor oil for diesel engines, marine engines, and two-stroke oil
  • 1994: Founder Al Amatuzio was inducted into the Lubricants World Hall of Fame for his pioneering contributions to the industry.
  • 2000s: AMSOIL expanded its technology into filtration, developing nanofiber materials for air and oil filters to improve filtration efficiency.
  • Late 2010s: The company developed gear oil for wind turbines (windmills) to serve the growing renewable energy sector.
  • 2021: AMSOIL launched a new business unit, AMSOIL Industrial, to serve large business-to-business customers.
  • 2023: AMSOIL acquired Benz Oil, a Milwaukee-based company specializing in industrial fluids. 

Enduring Legacy

Today, AMSOIL is a world leader in synthetic lubricant technology, offering a broad range of products for automotive, industrial, and recreational applications. The company continues to operate with its commitment to excellence, integrity, and innovation, rooted in the principles of its founder.