AMSOIL Inc., situated in Superior, Wisconsin, specialises in the formulation and packaging of synthetic lubricants, fuel additives, and filters. Throughout the mid-to-late 1960s, company founder Albert J. Amatuzio created many synthetic motor oil formulas.

By 1968, he was selling synthetic motor oil commercially. AMSOIL 10W-40 Synthetic Motor Oil was the world’s first synthetic motor oil to achieve American Petroleum Institute standards in 1972, prompting the firm to coin the slogan “The First in Synthetics®.”

Throughout the 1970s and early 1980s, the firm launched a number of new synthetic lubricants that were industry firsts. It uses a direct-marketing business model to distribute its products in North America through a network of independent dealers.

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