quote:Alot of folks still remember the recent days when cheaper oils like Shell & Mobil were the same price. Now XOM wants to be like Pennzoil & Castrol -- but the public doesn't want to spend more for it. I'll bet Hasvoline sales have dropped big-time recently. That was a Shell-priced oil for decades. Not anymore -- only 20-25 cents less than Castrol/Pennzoil in many stores. There are a million folks oput there that have no idea how good Havoline is. All they look at is price comparison. Most of em' will pay $1 more for that oil change & buy the Castrol/Pennzoil. That's the problem XOM is having with conventional/syn-blend Mobil oils. It's hard to tell folks that your Chevy price is now a Buick price -- that your Mercury now costs more because it's now all Lincoln in parts. Can't blame folks for walking away. Once a product establishes a price category, changing it to more money for the same engine sound doesn't bode well for them.
I would say XOM might be having a difficult time marketing it's wide array of oils for retail. By marketing, I don't mean just advertising.