AMSOIL is not a mass-market brand. We are a brand for enthusiasts, with strong brand loyalty among millions of enthusiasts who are aware of the AMSOIL brand. Enthusiasts are passionate about their vehicles and are willing to pay a premium for high-performance products.
We make significant investments in the AMSOIL brand as the official oil sponsor of the Diesel Power Challenge and the Ultimate Callout Challenge, raising
brand awareness with turbodiesel pickup enthusiasts.