AMSOIL is partnering with Fleece Performance Engineering, a leading manufacturer of aftermarket diesel performance products based in Pittsboro, Ind. Fleece Performance manufactures everything from turbochargers to cylinder heads and long blocks, while Freedom Racing Engines operates as a separate division of the company. Fleece Performance is one of the most recognized names in the high-performance diesel market and boasts a solid reputation for innovation, quality and service.
This high-profile partnership, once again, not only validates our leadership and elevates our visibility with diesel enthusiasts, it also provides AMSOIL Dealers with outstanding new sales opportunities. Fleece Performance selected AMSOIL to engineer a new line of co-branded lubricants to be launched in the spring of 2026. The new AMSOIL and Fleece Performance Freedom Series line of diesel products will include 10W-30, 5W-40 and 15W-40 Synthetic Diesel Oil; 15W-50 Synthetic Racing Oil; and SAE 30 Break-In Oil.
AMSOIL Dealers will have full access to these products for sales to customers and accounts. The new line will also be available through Fleece Performance’s website, its online and brick-and-mortar retailers and installer shops. Our standard Minimum Advertised Price (MAP) policy will apply to control AMSOIL Dealer and retail account advertised pricing, and the Fleece MAP policy will apply to Fleece and its distributors. These MAP policies will prevent Fleece and its retailers from undercutting AMSOIL Dealers and vice versa. The new product line will not be available in Canada. Fleece has a small but growing presence in Canada, so we are hopeful that will change in the future.
This presents an excellent opportunity to not only increase sales and gain new customers with these premium co-branded diesel oils, but also increase sales across the entire AMSOIL product line. Customers, retailers and installers who use or carry AMSOIL and Fleece Performance Freedom Series products will likely also be interested in using or carrying other premium AMSOIL products, including fuel additives, gear oils, transmission fluids and coolant. In addition, the majority of current Fleece customers own or operate a small commercial business, and most of them are currently using Shell Rotella T6* or Hot Shot’s Secret Diesel Oil.* Partnering with Fleece on these new co-branded products will increase AMSOIL brand awareness with Fleece customers, help you displace the competition and open doors for AMSOIL Dealers with potential commercial accounts.
More information on the Fleece Performance partnership and co-branded product line will be announced in the February AMSOIL Magazine.
*All trademarked names and images are the property of their respective owners and may be registered marks in some countries. No affiliation or endorsement claim, express or implied, is made by their use.
