Originally Posted by 2015_PSD
I preface this by saying that I "get" the marketing aspects and attempts to grab as much market share as possible, but from my point of view, there are two things that Mobil needs to consider:
1. As the article states, no one wants to pay $50 for 5 QTs of oil; had they placed it squarely at $35 (which is where most of the stores that carried it discounted it to to move it initially), it would have had a better start out of the gate.
2. Mobil has too many "clashing" product lines without clarity as to what one lines does better than the other OR instead of the other.
Prime examples:
-- Mobil Super Synthetic. What is this oil and where does it fit in the overall line up? It is usually only carried by auto parts and grocery stores at a price per quart that most people walk right past. Why would i choose it over any other Mobil product?
-- Truck and SUV versus AFE and "regular" M1; what is the difference and which is better? Is there are difference or is this a marketing thing?
-- M1 EP High Mileage; who would choose this oil over the standard high mileage version?
Below is the current Mobil "1" synthetic PCMO line. Does Mobil need this many oils to cover the market or would it behoove them to simplify the line?
Mobil 1â„¢ (5w-20 | 5w-30 | 10w-30 | 15w-50)
Mobil 1â„¢ Advanced Fuel Economy (0W-16 | 0W-20 | 0W-30)
Mobil 1â„¢ Extended Performance oil (0W-20 | 5W-20 | 5W-30 | 10W-30)
Mobil 1â„¢ Annual Protection (0W-20 | 5W-20 | 5W-30)
Mobil 1â„¢ FS (0W-40 | 5W-50)
Mobil 1â„¢ ESP (0W-20 | 0W-30 | 0W-40 | 5W-30)
Mobil 1â„¢ Formula M (5W-40)
Mobil 1â„¢ Extended Performance High Mileage (0W-20 | 5W-20 | 5W-30)
Mobil 1â„¢ High Mileage (0W-20 | 5W-20 | 5W-30 | 10W-30 | 10W-40)
Mobil 1â„¢ Truck & SUV (0W-20 | 5W-20 | 5W-30)
Mobil Superâ„¢ Synthetic (0W-20 | 5W-20 | 5W-30)
I agree that it could be confusing, but the truth is I can easily find any of these oils in any of the available weights. They'd be harder to find if they didn't sell. I think people like to feel like they are customizing their vehicle, and the oil is no exception. The more choices you have, the more you feel you are getting a product that specifically addresses your desired need or performance.
If it didn't work, then why is Pennzoil now following suit? We've got:
Ultra Platinum
Platinum
Platinum High Mileage
Euro
Start/Stop
Maximum Power
Extended Care
Hybrid
The list isn't as long as M1 yet, but they seem to keep expanding it.
As for AP being a failure, I think that has proven out over time. It has found its place at 35 bucks a jug. Every Walmart I've been to has a huge display of it, along with many of the other M1 offerings. It has the best spot on the shelf, being the first you see when you walk down the aisle.
We don't know the whole story, but I'm betting they know what they are doing and that they are the big dog in the US market. That said, I do remember the simpler days when I'd grab Mobil 1 in the appropriate weight and knew it was their top product, no matter the application.
