Monday, February 1, 2021

Second Major Small-Engine Manufacturer Chooses AMSOIL

Nearly a decade ago, Briggs & Stratton* chose AMSOIL to formulate a motor oil for its most demanding racing engines. The partnership has resulted in increased brand recognition and credibility in the small-engine market, leading to increased opportunities for AMSOIL Dealers to sell our full range of products to lawn and landscaping contractors, small-engine shops, golf courses and more. In fact, lawn and landscaping contractors now comprise the largest segment of AMSOIL commercial accounts. We are now introducing a second co-branded product, this time with Kohler* Power.

Kohler is one of the largest small-engine manufacturers in the world. The company is highly regarded for quality and ingenuity with a rich history spanning the past 100 years. Kohler approached us for help developing a new small-engine oil, and the partnership ultimately resulted in their request for a co-branded product for them to sell. We agreed to fulfill their request and developed a co-branded 10W-40 product for them to sell and new 15W-50 Small-Engine Oil for you to sell.

Having a premier brand like Kohler anoint AMSOIL the best choice for its products delivers instantaneous credibility. An endorsement from an original equipment manufacturer (OEM) drives greater consumer trust; validates our position of leadership; supports our brand expertise; provides extra exposure for our brand; and increases our prestige and favorability.

That increased brand recognition and prestige will help you sell more oil, particularly in the small-engine category. You have the full AMSOIL Synthetic Small-Engine Oil family at your disposal, including the new AMSOIL 15W-50 Synthetic Small-Engine Oil, which will debut in June 2021, further expanding your opportunities in the small-engine market. AMSOIL 15W-50 Synthetic Small-Engine Oil is designed for multiple small-engine applications, including Briggs & Stratton, Kawasaki* and Kohler, and it will be priced very competitively. In addition, AMSOIL is perhaps the only aftermarket lubricant manufacturer that provides purpose-built products for nearly every piece of two- and four-stroke equipment in the lawn and landscape category, including SABER,® which presents powerful benefits for savings and protection – you are in prime position for success.

Co-branding is common – Valvoline* and Cummins,* KTM* and Motorex* and Ducati* and Shell* are just a few examples of co-branding partnerships. If you have ever attempted to unseat one of these co-branded products, you know how powerful those partnerships can beand you will benefit from the boost to the AMSOIL brand. Conversely, had we not agreed to this partnership, you would face the uphill battle of unseating some other company that would have undoubtedly partnered with Kohler in our place.

This endorsement from Kohler is affirmation of our position as the leader in synthetic lubrication. Use this partnership to increase sales for your business. 

Commercial Sales and Product Training Coming Soon

The Commercial Sales Team is happy to announce the start of commercial training, a series of monthly virtual meetings. Any Dealers who are focused on commercial sales or are interested in dedicating more time to commercial sales are welcome to join. Topics will range from technical training to sales-skill development, and all will be focused on increasing your success in the commercial market. A variety of AMSOIL presenters will take part, and the meetings will last approximately one hour.

Can’t make a meeting? Not a problem. They will be recorded, and a link will be posted in the Dealer Zone.

Our kick-off meeting is scheduled for Wednesday, Feb. 10 at 11 a.m. CST. This meeting will introduce the efforts of the Commercial Sales Team in 2021, and we will also review some commercial-focused resources.

Or call in (audio only):

Phone Conference ID: 866 910 369#

You will have the option to download the client or use the web (browser) client. Using the web client does not require the installation of software on your device.

Mark your calendar. We look forward to seeing you on Feb. 10.

Dealer Agreement Now Part of Dealership Renewal Process

AMSOIL Dealer Policies and Procedures and some state laws require us to maintain a record of an annual Independent Dealer Agreement with each Dealer. To make the process of maintaining annual Dealer Agreements as smooth as possible, the Dealer Agreement will soon be implemented as part of the Dealership renewal process.

Instead of having all Dealers submit a new agreement each November, we’ve made significant technology changes to enable Dealers to complete the Dealer Agreement each year in the month their Dealership is due to be renewed. Here’s how it will work:

• Dealers who are required to pay a renewal fee (annual payment plan or expiring multi-year payment plan) will be prompted to submit a new Dealer Agreement through DocuSign when they submit payment for their renewal. We will provide 60 days’ advanced notice when it is time to renew.

• Dealers who have signed up for automatic payment of the renewal fee will receive a new Dealer Agreement via DocuSign 60 days prior to the scheduled automatic payment date. Dealers who fail to sign a new annual agreement prior to the scheduled automatic payment date will not be renewed.

• Dealers with a multi-year payment plan that is not set to expire will receive a new Dealer Agreement 60 days prior to the month in which their payment plan would expire if Dealer fees were due. Agreements must be signed and returned by the last day of that month in order to maintain active status.

 Dealers who prepaid for a lifetime payment plan will continue receiving a new Dealer Agreement each September and will need to submit it by Nov. 1 to maintain active status.

 Dealers without an active email address on file will receive their annual Dealer Agreement by U.S. Mail.

 To facilitate signing the Dealer Agreement at the time of renewal, all renewals must now be done online; renewal by telephone is no longer an option.

What if I already submitted a Dealer Agreement this year?

You will still need to submit a new agreement for the upcoming year. This will get your Dealership renewal and annual Dealer Agreement in sync moving forward. For questions about the AMSOIL Dealer Agreement, email [email protected] or call 800-777-7094.

Training Outlines for Monthly Dealer Meetings

Check the Dealer Zone each month for the latest Dealer meeting outline. The monthly outlines enable presenters to discuss timely and relevant AMSOIL subject material with their teams through teleconference, Skype or in person. Dealer meeting outlines are accessible in the Dealer Zone (Learning Center>Dealer Meetings>Monthly Meeting Outlines).

Follow the AMSOIL Blog

Visit the AMSOIL Blog and sign up for our weekly blog updates. AMSOIL Blog content is always fresh and informative, covering a wide range of topics related to engines and lubrication, AMSOIL markets, AMSOIL products and AMSOIL happenings. The AMSOIL Blog is another easy way to stay in the loop, and it's easily shared on social media, providing another resource you can use to promote your business.

Join the AMSOIL Dealer Facebook Group

Join fellow AMSOIL Dealers on the AMSOIL Dealer Facebook Group today to see all the latest AMSOIL news and participate in live events. Search for AMSOIL Dealers – Corporate on Facebook.

AMSOIL Midwest Fishing Report

For hot fishing tips, visit the AMSOIL Midwest Fishing Report.

The AMSOIL Midwest Fishing Report gives you the most up-to-date fishing reports from all around the Midwest. With information spanning open-water and ice-fishing seasons, our guides provide the latest scoop on the best fishing spots, baits, lures, presentation techniques and more. Whether you’re planning a week-long trip or just heading out for the day, tune in to the AMSOIL Midwest Fishing Report to make the most of your time on the water.

AMSOIL Wings of Passage

In Memoriam


Oct. 12, 2020


Las Vegas, Nev.


Oct. 28, 2020


Washington, Mo.


Nov. 22, 2020

Direct Dealer

Littleton, Colo.


Jan. 13, 2021

Regency Platinum Direct Jobber

Carmel, Maine


Jan. 18, 2021

Regency Gold Direct Jobber

Vancouver, Wash.

Information may be submitted for the AMSOIL Wings of Passage by clicking here or mail to:

Wings of Passage
AMSOIL Building
925 Tower Ave
Superior, WI 54880