Valvoline Introduces MaxLife Motor Oil for Higher Mileage Engines
7 March 2000
Valvoline Introduces MaxLife Motor Oil for Higher Mileage Engines; MaxLife is the First Motor Oil Specially Designed to Help Meet the Demands of Consumers Keeping Their Vehicles Longer
LEXINGTON, Ky.--March 7, 2000--With the introduction of MaxLife(tm) motor oil for high-mileage engines, The Valvoline(R) Company extends category boundaries to help keep cars rolling smoothly well beyond 75,000 miles."MaxLife is a revolutionary new entry into the motor oil category because it's the first motor oil specially formulated to help meet the demands of high-mileage engines," said James J. O'Brien, president of Valvoline. "This one-of-a-kind oil will satisfy consumers' needs for special protection for high-mileage engines."
"As engines age they lose compression, gaskets become brittle, rings wear, and valves do not tightly seal. This contributes to increased oil consumption, reduced gas mileage, and an overall decrease in engine performance," said Fran Lockwood, Valvoline vice president of technology and product development. "New MaxLife is the first motor oil with scientifically formulated additives designed to help slow the aging process and maximize the life of higher mileage engines."
MaxLife's unique formulation contains more components than conventional oil formulations. The benefits of MaxLife's new formula, available in 5W-30, 10W-30, 10W-40 and 20W-50, include:
| -- | Engine Seal Conditioners -- A unique seal conditioning agent helps maintain and preserve the elasticity of engine seals to help prevent leaks. |
| -- | Cleaner Engine -- Additional cleaning agents help reduce deposit formation to keep the engine cleaner and prevent horsepower loss. |
| -- | Maximized Horsepower and Fuel Economy -- Special friction reducing components have been added to MaxLife to help maximize fuel economy and power output. |
| -- | Reduced Oil Consumption & Easier Cold Starts -- Special blend of premium oils and additives helps provide easier and faster cold starts, better resistance to oil thickening and reduced oil consumption. |
| -- | Excellent Wear Protection -- Extra anti-wear additives help MaxLife exceed engine protection requirements of ILSAC GF-1, GF-2, and API SJ, SH and SG standards. |
Miles Ahead of the Competition
Valvoline continues its tradition of innovation with the introduction of MaxLife. MaxLife's advanced formula was created at Valvoline's state-of-the-art product development lab, which opened in 1999. The lab, fueled by Valvoline's commitment to new product innovation, has become an engine for developing new products like MaxLife.
"Valvoline has a long history of being an innovator within the industry," said Steven A. Kirchner, senior vice president of worldwide marketing. "Just as Valvoline lays claim to being the world's first motor oil and the first company to market a synthetic blend motor oil, DuraBlend(R), Valvoline again is leading the industry with the creation of MaxLife."
Make Room for High Mileage Cars
The introduction of MaxLife comes at a time where the majority of the vehicles on the road are more than seven years old, and 64 percent of vehicles have been driven more than 75,000 miles(1). And this trend toward high mileage shows no signs of stopping. Over the past ten years, the average age of domestic vehicles increased by 15 percent.
"Our research showed that high-mileage car owners are more fond of their cars and much more likely to take special care of them to help make them last," said Kirchner. "These unique consumers said they're looking for new products designed to help them keep their cars running for a long time and we've designed MaxLife specifically for them."
MaxLife is currently available at several national retailers and Valvoline Instant Oil Change centers throughout the country. Valvoline will begin its multi-million dollar national advertising campaign on March 26 as it unveils a special paint scheme on Mark Martin's No. 6 race car. The car will prominently feature the MaxLife name and will be painted in the same colors as the package -- candy apple red, black and yellow.
(1) Based on data from the Polk Company in the 1999 Ward's Automotive Yearbook.
The Valvoline Company, a division of Ashland Inc., has been serving American motorists longer than any other motor oil company and is a leading innovator and supplier of quality, high-performing automotive and industrial products in more than 140 countries. Best known for its lubricants, Valvoline also markets Eagle One appearance products, Zerex antifreeze, SynPower Performance Products and Pyroil automotive chemicals. The company also has a stake in the growing quick-lube market with its Valvoline Instant Oil Change unit. Valvoline is a member of the Ashland Inc. family of companies. For more information, visit the company's Web site at www.valvoline.com.
