Ultra - So what happened?

[fdcg27]

AJ, you are so right.
They could have differentiated Ultra from Platinum by offering 0W-XX grades in Ultra.
Savvy buyers would have looked at and maybe bought the oil.
Only those who know, or think they know, are going to buy a premium priced oil, and many would like an alterantive to the various M1 0W-XX offerings, as well as GC.
Some real Euro specs would have helped as well, since owners of expensive cars are more likely to buy the correct-spec, expensive oil, and I don't mean the unobtainable 5W-40, which like the Valvoline 5W-30 MST which became such an issue in another thread, has never been seen on a store shelf anywhere.

 

[Audi Junkie]

I know. I wish PZ had asked for some feedback seeing as how Mobil has nailed their line-up with the HM oils. I always said the choice of a thin 5w-30 (A5) and a thick 10w-30 (A3) is ideal for the customer. As it is, most 5w-30 and 10w-30 is almost indistinguishable. Two very different 30 weight viscs is not only good for Euro cars, but for people who buy 10w-30 for older apps or tuner cars, as the M1 HM has the SL spec...it really is ideal.

In this case, the 0w rating on PU would have been perfect, but PZ likely thought it would hurt sales, not help them. I bet M1 sells it's share of 0w- oils and look, SynPower 0w-20 is now at WM too.
They would have had an ideal product, better than PP in terms of service life (like M1 EP) as well as a 0w rating for people who want that. Also to distinguish from PP line, the best of everything for a new oil. However, Edge did not go 0w-30, but Castrol has GC....

 

[sangyup81]

EDGE sells well because people think Syntec sucks (relatively)

PU doesn't sell because people think PP is awesome

 

[crazyoildude]

that is exactly what happened to me

 

[JGmazda]

Originally Posted By: Audi Junkie
I know. I wish PZ had asked for some feedback seeing as how Mobil has nailed their line-up with the HM oils. I always said the choice of a thin 5w-30 (A5) and a thick 10w-30 (A3) is ideal for the customer. As it is, most 5w-30 and 10w-30 is almost indistinguishable. Two very different 30 weight viscs is not only good for Euro cars, but for people who buy 10w-30 for older apps or tuner cars, as the M1 HM has the SL spec...it really is ideal.

In this case, the 0w rating on PU would have been perfect, but PZ likely thought it would hurt sales, not help them. I bet M1 sells it's share of 0w- oils and look, SynPower 0w-20 is now at WM too.
They would have had an ideal product, better than PP in terms of service life (like M1 EP) as well as a 0w rating for people who want that. Also to distinguish from PP line, the best of everything for a new oil. However, Edge did not go 0w-30, but Castrol has GC....


I like this point. I agree, Pennzoil missed the mark by try to please everyone...they've please no one. 5w-30 and 10W-30 are used by the masses because that's predominantly what's available.

Ultra could have been an A3 rated oil in 5w-40, 0w-30, 0w-40 grades. It could have made a niche for itself by appealing to those that know oil. i.e Bitog.

I think it was one huge marketing experiment gone wrong. Why but Ultra for more money when Platinum is "enough"? It just kinda blows my mind there's a Q & A about this oil. Like it's the Holy Grail
of Uber-oils. No... it's just a more expensive Platinum.

Pennzoil should really pay attention to those enthusiasts that want a special oil. An oil that fits their needs. They should read this forum and all comments and ask themselves: "Who would want to buy our product? And Why?"

 

[buster]

Nah the 0w is a relatively small issue that would only satisfy the most enthusiastic oil nerds. What they should have done is made PU a 15k/1yr oil.

 

[Spyder7]

I.e. a Mobil 1 EP clone. Those that are doing 15k/year already have their Mobil 1 EP and they seem pretty dedicated to it. How does a knock off gain market share from an entrenched name in this niche that has an almost fanatically loyal customer base? It doesn't. It still fails.

-Spyder

 

[Tempest]

Originally Posted By: buster
Nah the 0w is a relatively small issue that would only satisfy the most enthusiastic oil nerds. What they should have done is made PU a 15k/1yr oil.

+1

 

[Garak]

Originally Posted By: Audi Junkie
PU as 0w oils would have REALLY been a good idea, inc 0w-40 which would have actually competed w/M1. 0w would have distinguished PU from PP and make the customer aware it is a premium product. I think savy customers are not afraid of 0w and are actually looking for something different, something better or whatever.


Now, that idea I like. I noticed my local Canadian Tire stores have PP only in 5w-30 and 10w-30 (not even 5w-20). Of course, there's every variety of Mobil 1 under the sun, including TDT and 0w-40. GC is available, and cheaper than all the others.

What's wrong? Are they afraid of competing with Rotella T5 and T6 or something? ExxonMobil isn't afraid of TDT competing with Delvac 1. Having some PU with some European specs more widely available might be worth a try (rather than mail order). I'd gladly try a PU 0w-40 if it was comparable in price to (or cheaper than) M1 0w-40 or GC 0w-30.

 

[Garak]

Originally Posted By: Spyder7
I.e. a Mobil 1 EP clone. Those that are doing 15k/year already have their Mobil 1 EP and they seem pretty dedicated to it. How does a knock off gain market share from an entrenched name in this niche that has an almost fanatically loyal customer base? It doesn't. It still fails.


That wouldn't have excluded them from meeting a European long life spec. Not only could they have advertised it as a long drain oil for everyone, they could have done better at marketing towards, say, the BMW long life spec.

 

[mrsilv04]

Ultra was wwwaaayyy too late to the party.

Most of Pennzoil's market for Ultra was already using Platinum, and were already happy with it.

My main vehicle has a 6 quart capacity. Normally, Platinum is $25 for 6 quarts. Ultra would be another $10 more on top of that. Add a high quality filter ($7), along with nearly 10% tax, and it is getting really close to a $50 DIY Ultra oil change.

No thanks. Platinum is just fine. It is a better oil than what was available the day that my truck rolled off the assembly line.



Plus, Platinum is DEXOS approved. What more could I ask for...

 

[fdcg27]

An A3 Ultra would have been a competitive offering.
Most folks who actually know anything would realize the significance of A3, as well as the various Euro specs that can only be met by an oil that begins as an A3.
The 0W-XX thing would have made Ultra more than just an expensive alternative.
The 0W-XX grade would have given savvy buyers a reason to pay the premium for Ultra over Plat.
Offered in the same grades, with no special specs claimed to have been met, what was the point?

 

[rclint]

However the cards are played, Platinum is what Kept Ultra from rising to the top. The only way I see Ultra could have gained market share is to do away with Platinum line, or combine Platinum/Ultra line into one oil, raise price a few bucks into the Mobil 1 EP range (some fudge factor) then advertise it as a extended drain oil as well.. I'm sure this would have failed just as miserable... as it did in real life.

Ultra needs to bring something more to the table than just cleaner... 15k drains, AND 0w in the same package may have helped them succeed... I like Ultra, and plan to keep using it. I have also seen the shelves start moving now after all this time of the ultra line looking exactly the same, it's now down to half of what it was a few weeks ago... and they should have promoted the 5 quart jugs more, that's what I shop for, and I also think most people in my area shop for the 5 quart jugs, however they only had quarts, the brought in two 5 quart jugs which I purchased...

On price when purchasing the 5 quart jug it's not but a few bucks more, and I run premium filters extracting the most potential anyway.. so it's not fair to add a premium filter in with the cost of Ultra. I hope Ultra becomes a regular staple because I will choose to use this oil once I work my stash down some more.

 

[buster]

4k mile drain interval is just stupid. This oil has a Tbn of 11+. Ridiculous.

Pennzoil, wake up.

 

[Sayjac]

Quote:
EDGE sells well because people think Syntec sucks (relatively)

PU doesn't sell because people think PP is awesome
As far as Wally goes, Edge never was a big hit there. IIRC, the price started even higher than PU at ~$36, whacked. And it only ever had two grades there, 5w30 and 10w30, no 20 weight.

At least PU started at $28 and went to $25 and offered a 5w20. IMO, like Edge, one can't completely judge PU success or failure by Wally sales. Edge wasn't a huge hit there. I do agree though that PP @$20.50 a jug looks darn good at Wally when compared to PU.

I think PU needs get on to the 0wXX weights, like Edge. Extending the recomended OCI would help to separate it from the very solid PP.

That said, unlike the Edge dipstick intro, for PU to live up to all the hype here would have been difficult under any circumstance, IMO.

 

[buster]

There is ZERO incentive to use Ultra over Platinum!! Do you think the public in general cares about a better Seq IIIG figure? Mobil, Amsoil, Castrol all have 15k+/1yr oils. I just think it was marketed wrong. But again I have no idea whether it's selling good or not just from a few WM stories.

 

[buster]

I'm sure they can hire a good lawyer and easily create a nice warranty and still recommend a 15k/mile interval like the others have been doing for years with success.

 

[river_rat]

Walmart isn't the only place that sells oil. I think their selection is mediocre anyway.

 

[sangyup81]

If it's Walmart's fault then it's Shell's fault for launching through Walmart and expecting better

 

[mrsilv04]

Originally Posted By: river_rat
Walmart isn't the only place that sells oil. I think their selection is mediocre anyway.


In my town, it IS the only place that sells motor oil and filters.

So for me, yes, it is...