| ATV Oils
Not all oils are created equal. ATV enthusiasts need to be made aware of the importance of using ATV oil in their vehicles and not motorcycle or even automotive oils. Since it’s your job to steer them in the right direction, we thought we’d help you out by compiling a report on the latest ATV-specific oils and lubricants from a number of the industry’s leading companies.
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“The latest engine oil developed for ATV applications is Amsoil 0w40 formula four stroke powersports oil,” stated Marketing Coordinator Sally
Trnka. This oil offers superior wear protection and provides maximum equipment longevity, she explained, adding it is highly shear-stable, which means that it will not thin out when exposed to the shearing effect of transmission gears or high engine
rpms. “The broad operating temperature range offers superior low temperature pump-ability, as well as maximum protection in high temperature conditions,” Trnka said. The Amsoil four stroke powersports oil reportedly meets the frictional properties required by JASO T903:2006 MA2 and ISO-L-EMA2 and is said to provide exceptional wet clutch compatibility for sport ATVs. “ATV owners are now more aware that specialized products are required to best meet the specific needs of their ATVs,” noted
Trnka. She said she has noticed that there are now more ATV riders who will ask for products that have specific benefits for their vehicles. As ATVs become more sophisticated, the demand on new oils and lubricants becomes more challenging, but through continuous research, demand, anticipation and the strengths of current technology, Amsoil is in a good position to address those new concerns, Trnka told us. She continued by saying the company has seen an increase in sales of ATV-specific products and expects that to continue in the future. Many consumers assume that all oils are the same and they will work in any ATV application, stated
Trnka. However, if you give your customers the option to choose, dealers will find that they are willing to buy a high-quality lubricant because it is an inexpensive way to ensure the performance of an expensive piece of equipment, she said, adding, “The end result for the dealer or retailer is increased sales and a greater potential for customer satisfaction.”
Amsoil
www.amsoil.com |
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Bel-Ray's Consumer Division Sales Manager JJ Handfield told us its ATV Trail Motor Oil with rust defense system features a brand-new, anti-corrosion package that protects against rust and corrosion better than anything on the market. “Bel-Ray ATV Racing Motor Oil provides superior wear protection, shear-stability and thermal-stability,” he explained. Handfield added that both products meet and exceed OEM requirements for performance and viscosity. There are more competitors producing ATV-specific products, he noted, and the ATV-specific products from the OEMs are his biggest concern. The biggest opportunity lies in offering niche marketing to the ATV rider, said
Handfield, who continued, “ATV guys and gals often don’t get as much attention as their two wheeled counterparts, but we have a product that is custom tailored to their needs.”
Bel-Ray has seen a slight increase in sales over the year prior, he divulged, which Handfield attributes to customers becoming more familiar with their new ATV products and also because more riders are doing maintenance on their old vehicles. Handfield concluded by reminding stores that ATV riders deserve just as much attention as motorcycle riders.
Bel-Ray Company
www.belray.com |
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Marketing Manager Herb Kaemmer told us the Elf Moto ATV 4 Power 10w50 is a synthetic, four stroke oil that offers high thermal flexibility to enable cold starting. It also provides resistance to high operating temperatures, he added. “Due to the wide applications of ATVs, from racing to utility use, the buyer is looking for reliability and they are finding it through the use of synthetics,” noted
Kaemmer. He said this feedback is a result of increased sales and interest Elf Moto has found in its ATV 4 Power oils. “The ATV market is growing and there is an increasing manufacturing base with new OEMs entering the market every day,” he explained. Consumers should be focused on the vehicle’s reliability and performance when selecting the right ATV engine oil for their needs, said
Kaemmer. The company has seen an increase in its oil and lubricant sales over the year prior, divulged
Kaemmer. He advised dealers to offer a high quality JASO MA specification oil line that includes engine reliability and performance. The customer will be happy with his purchase and the dealer will be pleased with their renewable lubricant sales on future purchases, Kaemmer concluded.
Elf Moto – Total Lubricants USA
www.elfmoto.us |
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Lucas Oil Products Marketing Director Manny Gutierrez reported the semi-synthetic SAE 10w40 is blended with high-quality base stocks and an exclusive additive package that is unique to the industry. “With the slowing economy, people might not use their ATVs as much and the sales of new ATVs could decline,” noted Gutierrez. He added this could become a major problem in regard to the ATV oil and lubricant market.
Lucas Oil Products
www.lucasoil.com |
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The ATV Premium 10w40 from Maxima offers outstanding protection for heavy-duty engines with integrated transmissions and wet clutches, informed Director Danny Massie. “Maxima has experienced rapid growth in its four stroke oil lines and attributes this to the consumer becoming more educated on oils and lubes and wanting more protection for their vehicles,” explained Massie. He told us now more than ever customers want to protect their investments and sales are trending towards higher-end, ester-based, fully- synthetic oils. The biggest threat to the oil and lubricant market is the rising cost of raw materials, noted Massie. He added, “These costs aren’t specific to motorcycle oils and lubes and are affecting everyone from the gas pump to the grocery store. The threat is that consumer discretionary spending is getting squeezed, making it more difficult to enjoy weekends at the track or favorite riding spot.” Maxima’s biggest opportunity in the ATV market is in educating the utility ATV rider on the key benefits of using an ATV-specific engine oil, stated Massie, who continued by saying the company has seen a double-digit increase in sales in 2008. “Many of our oils and lubes cross many segments of the market, but the ones that are specific to ATVs are up and continue to grow.” ATV enthusiasts want to ride no matter what and, despite slumping new unit sales, they still need oils and lubes to ensure their vehicles last, he noted. Massie concluded by reminding retailers that sales of oils and lubes will be the last thing in the parts and accessories department to dry up.
Maxima Racing Oils
www.maximausa.com |
Even though unit sales may still be on a decline, that shouldn’t prevent you from selling your customers oils and lubes for their machines. These companies have explained the importance of using ATV-specific oils and lubricants and it is now up to you and your staff to make sure your customers are properly equipped with the right products for their machines. If you have any questions about any of these products, use the contact list provided to contact these companies. |
