In my area, it was a dollar more per quart than regular valvoline. While I was a skeptic to begin with, I soon understood that it was a higher quality initial product than crude. ....still wasn't paying more for it than "regular" oil.I think one thing that made NextGen not go over well (at least in my locale), was that is was essentially the same price as the regular Valvoline oil. If it is the same price, then the average consumer was going to go for the regular Valvoline pretty much every time.