What the heck is SOPUS doing?

[MaverickZ71]

You gotta wonder about some of the decisions going on at Shell Oil Products (U.S.), the makers of Pennzoil and Quaker State.

First they marketed Pennzoil Platinum as being Dexos1 certified. Then later they said Pennzoil Ultra was, unofficially. Now they have changed and said Pennzoil Gold synthetic blend is the Dexos1 oil for Pennzoil and Quaker State Ultimate Durability is for that brand. Lemme get this straight, Pennzoil Gold is marketed as the "middle" oil (3rd best out of 5 brands) on the Pennzoil side; but it somehow matches the performance of Quaker State Ultimate Durability, which is the #1 top-of-the-line fully synthetic oil at Quaker State. How can that be?

 

[dave1251]

It is simple. Pennzoil does not want to pay GM Dexos license fee on PP sales. Once the Dexos license was up Pennzoil just chose not to renew it. I suspect that sales for the Syn blend is not a very big % of Pennzoil's market it may remain Dexos licensed but I believe that in October the license is up for renewal and it may not be. I do not know how long Quaker State oils will remain licensed. Also noticed I did not say licensed not certified there is a big difference.

 

[Gene K]

Pennzoil Gold is the cheapest oil they make that could pass the Dexos Test, if they are going to have to pay GM $0.08 a Quart for the privilege of selling an oil to a Ford Owner it better start with the the cheapest possible product.

 

[daves87rs]

You're going to find most companies are going to do the same.


SOPUS was the first to jump on the boat, and is now having " the morning after" regrets.....

 

[jaj]

I agree with dave1251. The manufacturers are ok with paying Dexos licensing fees on oil that goes in GM vehicles but they'll take a pass on paying those fees on oil for Toyotas and Fords.

The branding plan will be "Dexos-specific GM oil" and separate brands for everything else.

 

[Garak]

Originally Posted By: jaj
The branding plan will be "Dexos-specific GM oil" and separate brands for everything else.


It might be a good kick in the pants for old GM. If the top tier SOPUS products aren't dexos licensed, some owners may complain they have to go to an "inferior" product like Pennzoil synblend. Then again, if they do that, they had better make the product available, or they'll be giving away a lot of sales to XOM and Castrol (Edge is now dexos1, at least up here, logo and all).

 

[sopususer]

Originally Posted By: Garak
Originally Posted By: jaj
The branding plan will be "Dexos-specific GM oil" and separate brands for everything else.


It might be a good kick in the pants for old GM. If the top tier SOPUS products aren't dexos licensed, some owners may complain they have to go to an "inferior" product like Pennzoil synblend. Then again, if they do that, they had better make the product available, or they'll be giving away a lot of sales to XOM and Castrol (Edge is now dexos1, at least up here, logo and all).


With all the jockeying at SOPUS with their dexos certified oils it makes me wonder if they'll pull something similar with QSUD. I have a 2011 Chevy Silverado and have used PP (one change) and QSUD since new. Not unhappy with either oil, but with the AFM oil usage issues on some GM trucks I do not want to give GM an excuse (you didn't use dexos) if I ever have an issue. I know what has been said by the FTC about GM requiring certified vs speced oils, but GM has a few more lawyers than I can afford if I ever had a problem. If SOPUS drops the certification on QSUD and since I plan on using nothing less than synthetic in this vehicle, I'll be moving to M1 just like you said in your post. It's just easier than taking a chance. (Guess I would have to change my user name huh?)

 

[bourne]

Thats funny. Ashland got a bad rap for not being dexos licensed even when it made oil that met the criteria , but now SOPUS also realised that Government Motors is just plain greedy .

 

[dave1251]

I found this on the Pennzoil website. It looks like Pennzoil is selling a dexos specific blend. Good I am happy that Pennzoil is going this route as many others. http://www.pennzoil.com/motor-oil/pennzoil-synthetic-blend-dexos1/

 

[buster]

I have no idea what SOPUS is doing other than cluttering their oil lineup and being incredibly sloppy with their product data sheets. You still can't link to the Ultra PDS from the Pennzoil website. What a joke.

 

[dave1251]

Originally Posted By: buster
I have no idea what SOPUS is doing other than cluttering their oil lineup and being incredibly sloppy with their product data sheets. You still can't link to the Ultra PDS from the Pennzoil website. What a joke.


Just remaining the #1 selling PCMO brand with Pennzoil, Quaker State and Formula Shell in North America.

 

[buster]

Originally Posted By: dave1251
Originally Posted By: buster
I have no idea what SOPUS is doing other than cluttering their oil lineup and being incredibly sloppy with their product data sheets. You still can't link to the Ultra PDS from the Pennzoil website. What a joke.


Just remaining the #1 selling PCMO brand with Pennzoil, Quaker State and Formula Shell in North America.


Yep. Not so much for Ultra/PP.

 

[Garak]

Originally Posted By: sopususer
If SOPUS drops the certification on QSUD and since I plan on using nothing less than synthetic in this vehicle, I'll be moving to M1 just like you said in your post. It's just easier than taking a chance. (Guess I would have to change my user name huh?)


Yep, that's pretty much the issue. Once again, SOPUS has a great opportunity here, if they don't flub it. If they stop licensing PP, PU, and QSUD, and if the dexos1 Pennzoil synblend becomes widely available and is markedly cheaper than PP, PU, QSUD, and dexos1 certified M1, they stand to sell a lot of it.

If no one can find this synblend, or it's priced inappropriately, they're going to be handing a lot of sales straight to XOM. Aside from that, I agree with the idea behind the strategy of SOPUS. There's no point in having every synthetic SOPUS product licensed dexos1. Pick one, ensure it's widely available, priced appropriately, and stick with it. That way, everyone wins. SOPUS isn't paying fees for four or five different varieties of oil. The customer isn't paying Castrol Edge prices. The customer doesn't have to go to ten different stores looking for dexos1 oil at a reasonable price. Non-GM customers can get a non-dexos1 SOPUS synthetic oil if they so desire. GM has their warranty requirements met and license fees paid. Everyone is happy.

If GM were smart, they'd market AC Delco dexos1 oil more widely in the States like Motorcraft does.