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Additional Details and Briggs & Stratton
Briggs & Stratton, the world’s largest small engine manufacturer, approached AMSOIL to formulate a synthetic motor oil exclusively for their highest-performing engines. These engines are used in kart, junior drag, quarter midget and other racing applications and present enormous challenges to motor oil. Briggs & Stratton chose AMSOIL due to the company’s quality reputation and technological expertise, and the end product, Synthetic 4T Racing Oil, exceeded expectations.
AMSOIL entered this partnership enthusiastically. It lends credibility to AMSOIL and its products, and offers an exciting opportunity to enhance brand recognition. AMSOIL is one of many companies that manufacture synthetic lubricants, and this partnership is one way for consumers to differentiate AMSOIL from its competitors. Each quart of Synthetic 4T Racing Oil prominently displays the AMSOIL logo next to the Briggs & Stratton logo. This type of co-branding instantly improves Dealers’ opportunities for small engine oil sales. Had AMSOIL declined, a different company (e.g. Lucas, Redline, etc.) would have stepped in and benefited from the name recognition. This would have put Dealers in the defensive position of convincing consumers that AMSOIL was indeed the superior product despite Briggs & Stratton saying otherwise. In fact, the previous product sold by Briggs & Stratton was co-branded with Valvoline.
Finally, this partnership opens the door to increased sales for small engine applications powered not only by Briggs & Stratton engines, but Tecumseh, Kohler, Honda, Kawasaki and others as well. The market contains thousands of potential accounts using countless lawnmowers, snowblowers, pumps other equipment. This partnership immediately brings AMSOIL to the forefront and helps convince potential accounts that AMSOIL is the first and best choice.
AMSOIL currently does not have a synthetic oil for small engine racing applications, so the co-branded Briggs and Stratton Synthetic 4T Racing Oil does not divert sales from other products. And, although the kart racing market is small, Briggs & Stratton is a household name for virtually all consumers in the broader market. Dealers will be able to leverage this product and relationship in their promotional efforts, including displaying the product at trade shows, in one-on-one sales situations and in other ways. This partnership contains tremendous potential and is a win-win for AMSOIL and AMSOIL Dealers.
Synthetic 4T Racing Oil will be available in early 2012 to coincide with the racing season. AMSOIL is working to finalize details on the product’s availability for Dealers, Preferred Customers and for promotional purposes. Watch the Dealer Zone for further announcements.
