| Motorcycle Oils
& Lubes
Even if your customers aren’t buying a new motorcycle at this time, they are still interested in purchasing oil and lubricant for their old bike. High gas prices will also cause them to use their vehicles more and this will increase the amount of oil and lube they will need to keep their machines running in top condition. We’ve asked a number of the industry’s oil and lubricant companies to provide information on their latest products, in order to help you learn more about what’s now available, so the next time a customer needs a particular oil, you’ll know where to get it.
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Consumer Division Sales Manager JJ Handfield of
Bel-Ray Company told us the company’s latest is the Bel-Ray EXP semi-synthetic motorcycle motor oil 10w30. “Bel-Ray EXP is a semi-synthetic motor oil that contains group IV and group V ester synthetics in combination with the finest petroleum base oils, to provide a very effective high-performance oil,” he explained. Riders will notice smoother shifts and better clutch performance right from the start and the metal cling-ability of the esters will reduce start up wear and resist heat and load beyond other motor oils, described
Handfield, who added the new grade 10w30 meets new OEM viscosity requirements. He said he has noticed there are more specialized oils available in the current market, with special lubrication products available for almost every niche of the motorcycle industry. Economic downturn is a big threat to the motorcycle oils and lubes market, Handfield noted, but the involvement by the major motorcycle manufacturers is also a factor. With high gas prices, the market could see a whole new group of riders looking to maximize their mpg by trading in their car for a motorcycle, he told us, adding, “Usually, if you can get that rider to start using your product, it’s a good thing.”
Bel-Ray has seen a slight increase in volume compared to this time last year, he divulged, which may be from the increase in new riders coming into the market, but also because more riders are using their bikes longer and need to do more maintenance on them. Dealer/retailers need to know that not all oils are the same, stated
Handfield. “Helping your customers select a high-quality lubricant will make a positive difference in your bottom line, as well as result in a happier customer in the long run,” he concluded.
Bel-Ray Company
www.belray.com |
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New from Biker’s Choice is the Biker’s Choice oil, primary chain lube and transmission gear lube, informed spokesperson Richard Schafer. He told us a special additive package in the oil extends engine life and boosts performance by allowing the engine to run at cooler temperatures. The primary chain lube and transmission gear lube help protect against corrosion, sludge and varnish buildup, Schafer continued. Motorcycle oils and lubes are becoming more performance blended, he noted, and manufacturers are focused on keeping riders’ engines running at cooler temperatures. The increasing price of oil and petroleum-based products is one threat he said he has noticed. On the other hand, manufacturers can create an opportunity to gain market share by providing a quality product that is price competitive for their dealers, he added. Sales of Biker’s Choice oils are up about 40 percent due to increased market share, Schafer divulged. He wanted to remind stores that quality oil and lubes that are changed regularly will increase the performance of the bike and they will also increase the life of the engine, transmission and primary.
Biker’s Choice
www.bikerschoice.com |
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Elf Moto Marketing Manager Herb Kaemmer said, “The Nitron is a series of four and two stroke oils designed for the vintage motorcycle market … With all the Nitron products, vintage bikers will like the Castor smell feature of Nitron without the damaging engine deposit buildup.” The Nitron 4T oils are modern formulas offered for four stroke bikes as a synthetic 10w50 and a semi-synthetic 10w40 formula, he told us, and for two stroke vintage bikes, the company offers the Nitron 2T. “We see continued interest for synthetic motor oils for extended oil changes and improved engine performance,” noted
Kaemmer, who added, “Until the introduction of the Elf Nitron oil line, there were no lubricants addressing the needs of the vintage motorcycle enthusiast, bike restorer, or racer.” Because there is a large vintage market, the company’s sales of its Nitron engine oils have steadily increased, he explained. Kaemmer recommended retailers offer a high-quality JASO MA specification oil line that offers engine reliability and performance, which will make consumers happy with their purchase. He continued by saying, “All Nitron products come with an attractive point-of-purchase display to increase exposure and counter sales.”
Elf Moto – Total Lubricants USA
www.elfmoto.us |
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“Our 20w50 synthetic blend is our newest oil and it is the first of five motor oils that we will offer,” Kal-Gard Lubricants Sales Manager Larry Coleman told us. He explained the oil comes with the latest state-of-the-art additive package for high
reving, multi-valve engines in a wet clutch environment. “Full-synthetic and ester-based technology is becoming necessary for proper lubrication in today’s high-tech motors,” stated Coleman. The biggest threat in the oils and lubes market, he said, is the lack of understanding of the current lubrication technology and the failure of the average rider to follow the manufacturers’ recommendations for oil change intervals and recommended oil weights. “In the current market conditions, people are keeping their motorcycles longer and fixing old ones instead of purchasing new,” noted Coleman, who added Kal-Gard’s lubrication and maintenance products are ideal for this market. Even though it has been less than a year since the company re-introduced the Kal-Gard brand, Coleman said they have seen an increase in sales every day because riders and dealers recognize the name and remember the quality from years ago. Keep a variety of oils and lubes on the shelf and always remind customers when they’re buying maintenance related items, like chains, sprockets, air cleaners, etc., that they will also need to buy lube, filter oil, etc., to go along with their purchase, Coleman told stores.
Kal-Gard Lubricants
www.kalgard.com |
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Lubeatech Performance Technologies announced the release of its new LAT high-performance, full-synthetic motorcycle oil, designed to provide superior levels of wear protection, high stability and exceptional resistance to thermal breakdown. According to the company, the oil consists of group IV and group V base oils that have been treated with the LAT extreme pressure additive,
LFR. “The new lubricant provides superior sustained high rpm protection, high flash point and extreme wear protection for maximum horsepower and torque,” said
Lubeatech, which continued, “Additionally, during independent tests, LAT was shown to provide significant increases in horsepower and torque while reducing running temperatures.” The LAT high performance, full-synthetic motorcycle oil is said to be available in a 20w50 viscosity for American V-Twin models.
Lubeatech Performance Technologies
www.lubeatech.com |
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The Lucas motorcycle oil stop leak will help with V-Twin oil leaks in motorcycle engines, transmissions and primaries, informed spokesperson Michael
Farabaugh. It is an outstanding product, plus it will also help quiet six speed transmissions and old four speeds, he explained. “Lucas Products is providing educational background to riders and helping them understand the value of what quality oil and additives do to add longevity to their machines,” he told us. The use of paraffins and silicones in oil mixes produce harmful effects to engines and the environment, he added, and Lucas does not use these mixtures in its products. Sales are up due to Lucas’ quality products and maintained price levels, noted
Farabaugh, and dealers should sell Lucas oil products and additives to everyone who rides both street and dirt bikes. He concluded by advising stores to know the differences between synthetics and petroleum oils – what makes oil quality, how it is mixed and with what – and this will be a valuable asset to dealers so that they can pass along accurate information to their consumers.
Lucas Oil Products
www.lucasoil.com |
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“530MX and 530RR are specifically formulated race grade oils for
MX/offroad and road race applications,” stated Maxima Racing Oils Director Danny Massie. The benefits of these oils include horsepower and torque gains, excellent clutch feel and the ultimate in protection for critical engine, transmission and clutch components, described 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 the bikes and equipment,” he told us, adding now more than ever, consumers want to protect their vehicles and sales trends are moving towards high-end, ester-based, fully-synthetic oils. The biggest threat facing the oils and lubes market is rising raw material costs, noted Massie, which has caused consumers to use their discretionary funds for things other than riding their bikes. “The biggest opportunity lies with companies that put out an irreplaceable product,” explained Massie, “Something that goes above and beyond in performance and protection, or with products that offer a unique benefit – products like Maxima SC1, chain wax, or our Maxum 4 series of four stroke oils.” Maxima’s 2008 sales are up, he noted, and motorcycle riders want to ride no matter what. “New unit sales may slump, purchases of high-end helmets may be slow, but we all need oils and lubes to ensure our bikes will last,” Massie stated.
Maxima Racing Oils
www.maximausa.com |
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New from Motul USA are the MoCOOL high-performance radiator additive and the RBF660 high-performance DOT4 racing brake fluid, announced Marketing Assistant Romain
Fabre. The MoCOOL radiator additive reduces cooling system temperatures by as much as 15ºC (30ºF) and offers better heat transfer than normal coolants, described
Fabre. “It is designed to be used with pure water at a dilution of 5 percent (20:1) – for competition use where monoethyleneglycol is not allowed – or mixed with a coolant at 5 percent of volume,” he explained. It is also said to be designed for aluminum, cast iron, copper, brass and bronze systems and is compatible with antifreezes, including the new long-life versions. The RBF660 pro racing brake fluid is excellent for use in road racing,
motocross, dual sport, quads, ATVs and cruisers, said Fabre, who continued by saying, it exceeds the standards of FMVSS 116 ,DOT 4, SAE J 1703 and ISO 4925. It does not mix with DOT 5 silicone brake fluid, he added. With pollution standards increasing, there are fewer consumers buying two stroke motorcycles, which has resulted in decreased two stroke oil sales, noted
Fabre. The recession means consumers have less money to spend on motorcycling for fun; however, high gas prices have them using their bikes in place of their cars for everyday use, described
Fabre. Motul’s sales are down in the U.S., he told us, and dealers should know the importance of knowing the technical advantages of the oils and lubes they sell.
Motul USA
www.motul.com |
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“We are constantly working on keeping our products up-to-date with the addition of new additive packages as they become available,” informed Silkolene USA National Sales Manager Jim Ricci Sr. “One of our key additives is the use of ester synthetics in both our semi-synthetic blends as well as our full-synthetic products,” he explained, adding the company develops their products in the lab and tests them on the track to make sure they are the best they can be before offering them to the public. Probably the most noticeable trend Ricci Sr. said he has seen is the increase in viscosity ranges that the OEMs are now requiring for their motorcycles. “In the past if you offered a 10w40 and 20w50 range, you pretty much covered them all, but today the range can go anywhere from 5w30 to 10w60, depending on the manufacturer,” noted Ricci Sr. The rising price of oil and the use of automotive oil by motorcycle riders are two causes for concern in the motorcycle oil market, he continued. However, Ricci Sr. said he thinks educating the consumer about which products work best in their bike will offer the biggest opportunity for motorcycle oil manufacturers. For
Silkolene, sales are up, due in part to the fact that riders are keeping their older bikes longer and, wanting to keeping them better maintained, they change the oil on a regular basis, he told us. Stores should have some knowledge in regard to the brands they are selling, Ricci Sr. said, and they also should make sure their staff is familiar with each brand of oil that’s on the shelf so they can speak with confidence and be knowledgeable of their products.
Silkolene USA
www.silkoleneusa.com |
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Spectro Platinum full-synthetic offers more of what demanding motorcycle owners want in a lubricant: smooth shifting, reduced friction, increased power, higher shear stability and longer life under extreme demands, described Director of Marking David Willis. This new oil is available in 15w50, 10w50 and 5w40 viscosities, he added. “Rising world oil prices create rising prices for all of the components and additives, suppressing powersports activities and driving users to inferior alternatives,” noted Willis. However, there is still a need for top performance, quality products in the market and rising costs will force the weaker brands to leave, he added. Spectro’s sales are up thanks to the company’s new promotions, as well as a wonderful snow year after a few mild winters, Willis told us. “All lubricants are not created equal and it is important to be able to offer a range of products to consumers,” he reminded stores.
Spectro Oils of America
www.spectro-oils.com |
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Midwest Motorcycle Supply Vice President of Engineering Ken Francis told us, “Ultima Oil has a full-synthetic V-Twin engine oil SAE 20w50 and gear oil 80w140, as well as three premium straight weight engine oils 50w, 60w and 70w. plus a premium 80w90 gear oil.” According to Francis, the full line of oils is designed for a wide variety of use and riding styles and includes oils that are especially suited for break-in procedure and short-term use, as well as oils that see to extreme use, racing applications and extended usage. “Shops are wanting to have available full lines of oil products that they can recommend varied usage and applications for their service departments, which are becoming more important sources of income,” noted Francis. He continued by saying, “Shops with full service departments are wanting to offer their customers specialized maintenance programs just for their riding habits to set themselves apart from the competition.” Ultima’s oil sales are up, he divulged, and the company is increasing production and its oil product line. He concluded by telling dealers, “We have taken the measure of nicely packaging our product for display without adding to the cost of the product, so let the customer see it, the price will surely clinch the deal.”
Ultima Oil – Midwest Motorcycle Supply
www.ultimaproducts.com |
It is important to know which oils and lubricants are available so that the next time your customers need help finding the right product, to keep their bikes running smoothly, you’ll be well stocked with that perfect bottle of oil or lube. We hope this report on motorcycle oils and lubricants will help you achieve this and be sure to read up on the latest scooter models, elsewhere in this issue. |
