AMSOIL Inc. is a privately held American company that develops, formulates, blends, and packages premium synthetic lubricants, oil filters, fuel additives, and automotive maintenance products. Headquartered in Superior, Wisconsin, USA, AMSOIL markets its products under the slogan “The First in Synthetics®.” The company serves automotive, powersports, heavy-duty diesel, industrial, marine, and racing markets worldwide.1

• Founded: May 23, 1969 (originally as Life-Lube, Inc.)
• Founder: Albert J. Amatuzio (commonly known as Al Amatuzio)
• Headquarters: Superior, Wisconsin, USA
• Industry: Lubricants and Specialty Chemicals
• Company Type: Private, family-owned
• Products: Synthetic motor oils, transmission fluids, gear oils, greases, oil filters, fuel additives, coolants, industrial lubricants, and maintenance products
• Area Served: Worldwide2

AMSOIL was established by Albert J. “Al” Amatuzio, a former U.S. Air Force fighter pilot and Air National Guard officer. During his military service, Amatuzio observed the use of synthetic lubricants in jet aircraft, noting their superior performance under extreme temperatures. Believing this technology could benefit automobile engines, he spent the 1960s researching synthetic lubrication chemistry.

By 1966, Amatuzio had developed one of his first synthetic motor oil formulations, commencing commercial sales in 1968. In 1969, he officially incorporated Life-Lube, Inc., which later became AMZOIL before being renamed AMSOIL.3

A significant milestone occurred in 1972 when AMSOIL 10W-40 Synthetic Motor Oil became the world’s first synthetic motor oil to meet American Petroleum Institute (API) service requirements. This achievement cemented AMSOIL’s status as a pioneer in the automotive lubrication industry and inspired its enduring brand identity as “The First in Synthetics®.”

AMSOIL prioritises engineering-driven product development over price-based competition. The company’s mission focuses on:

• Innovation through research and testing
• Long-term engine protection
• Extended lubricant life
• Customer-focused product development
• High manufacturing standards

AMSOIL manufactures an extensive portfolio of lubrication products, including:

Automotive

• Full synthetic passenger car motor oils
• High-mileage oils
• Hybrid vehicle oils
• European vehicle formulations
• Diesel engine oils
• Racing oils

Motorcycle & Powersports

• Motorcycle oils
• ATV/UTV lubricants
• Snowmobile oils
• Marine engine oils
• Personal watercraft lubricants

Drivetrain Fluids

• Automatic transmission fluids (ATF)
• Manual transmission fluids
• Gear lubricants
• Transfer case fluids

Industrial Products

• Compressor oils
• Hydraulic fluids
• Industrial greases
• Food-grade lubricants

Maintenance Products

• Oil filters
• Air filters
• Fuel additives
• Engine flushes
• Coolants
• Cleaners and protectants

AMSOIL invests significantly in laboratory testing, field validation, and motorsports to develop and evaluate lubricant formulations. According to the company, products are tested in demanding applications such as taxi fleets, police vehicles, emergency response units, heavy-duty trucking, industrial machinery, wind turbines, and professional racing environments. The company encapsulates this approach with the phrase “Racing is Research™.”

AMSOIL states that its lubricants are formulated, blended, and packaged in the United States. The company also reports operating under certified quality and environmental management systems, including ISO 9001 for quality management and ISO 14001 for environmental management.4

Unlike many lubricant brands sold primarily through mass retail channels, AMSOIL has long relied on an independent dealer network. Introduced in 1973, this model was designed to educate customers about synthetic lubricants, which were relatively unfamiliar at the time. Today, products are available through independent AMSOIL Dealers, authorised retail partners, commercial distributors, and online sales.5

AMSOIL is regarded as one of the earliest commercial advocates of synthetic motor oil in North America. Although major oil companies subsequently introduced their own synthetic products, AMSOIL continues to position itself as a premium-performance brand emphasising extended drain intervals (where appropriate and according to product specifications), wear protection, thermal stability, oxidation resistance, cold-weather performance, and high-temperature engine protection.

AMSOIL products are designed for a wide range of applications, including:

• Passenger vehicles
• Pickup trucks
• Commercial fleets
• Heavy-duty diesel equipment
• Motorcycles
• Racing vehicles
• Marine engines
• Agricultural machinery
• Construction equipment
• Industrial manufacturing
• Powersports vehicles

AMSOIL’s branding centres on performance, durability, and engineering expertise. Its core values include innovation, product quality, technical expertise, customer commitment, continuous improvement, and entrepreneurial spirit.6

More than five decades after its founding, AMSOIL remains a family-owned company and is recognised for helping popularise synthetic lubricants in the automotive industry. Its introduction of the first API-qualified synthetic motor oil in 1972 is considered a defining achievement, and the company continues to develop products for automotive, industrial, and motorsports applications.7

1. The AMSOIL Story | AMSOIL Synthetic Motor Oils – AMSOIL
2. Amsoil
3. The History of Synthetic Oil (and AMSOIL) – AMSOIL Blog
4. About Us – AMSOIL
5. Home – AMSOIL
6. About the AMSOIL Story and its History
7. ABOUT AMSOIL – amsoil.com.cy