Valvoline still does very well in the retail DIY market, but that market is shrinking. Valvoline also invented the marketing of higher priced blends and HM formulas. Unfortunately, everyone else copied them, so they lost that advantage.
As more and more car owners go to the dealer or quick-lube rather than doing it themselves, bulk sales become ever more important. This is due to both demographic shifts, an aging population and more female owners not depending on a husband or boyfriend for car care, and a generation of young men raised on computers video games rather than tinkering with mechanical things. My daughter knows more about cars and trucks than 90 percent of the men her age.
Shell's Pennzoil brand has always dominated that market, but I notice more and more Mobil, Chevron and Havoline signs at quick-lubes, and almost no Valvoline anymore. Castrol, Kendall and Valvoline now seem to be only at small independent repair and tire shops.
Its primarily Shell, Chevron an Mobil in the heavy truck fleets. Shell and Mobil are also the only ones in the game in aviation, with BP(Castrol) tying to get in, but not Valvoline.
