Racers Prefer Synthetics

Racers at all levels have recognized the benefits of using synthetic lubricants in their race vehicles.

According to Performance Racing Industry, synthetic motor oils have become quite popular in the world of racing. Despite costing more than conventional oils, racers of all levels have embraced synthetics for their ability to improve performance and extend equipment life.

"Obviously, if you reduce friction in the engine, you get more horsepower to the drivetrain, which is what every racer is looking for," says Terry Thompson of Performance Products in Oakland, Calif. "What you'd have to spend on modifications to get five or 10 more horsepower out of a racing engine, versus just changing oils, makes this a much less expensive option. Basically, it's cheap horsepower. Virtually every serious racer is going to the synthetics. There is just no comparison."

Carrying synthetic motor oils presents businesses with two clear benefits: higher profit margins and satisfied customers. "By suggesting these products, they do both parties a service," says Michael Wachholz of Prospeed Motorsport in Scottsdale, Ariz. "The dealer makes more money, and by putting a better product in the vehicle, the customer ends up being a happier camper."

As the significant benefits offered by synthetic oils have become clear to racers, cost has become less of a factor. Once they get into the synthetics, they just expect that they're going to pay more and there's not that wincing when you tell them the cost," says Bill Love of OG Racing in Sterling, Va.

Hard data, testimonials and a knowledgeable sales staff are all important tools in selling synthetic racing oils. Product data bulletins and fliers provide important information that can aid in a sale. "We like to have a lot of printed information available to go along with the product, so the customer can pick that up, read about the product and see what it really does," says Chris Paulsen of C&R Racing in Indianapolis, Ind. "We're very driven on good data to back up what the product is supposed to do."

If business owners and salespeople use the product they're trying to sell, it can be a significant advantage when speaking with a potential customer. "We can tell them, 'Look, this is a product that we use all the time' and that 'we feel very strongly about,'" says Love. "That's what they want to hear, not, 'They say good things about it,' or 'I've heard good things about it.' It's, 'We use it. We like it. We respect it.'"

Because they've already witnessed the benefits of running a synthetic oil in their racing vehicles, racing customers are likely to be also interested in synthetic lubricants for their personal vehicles, tow vehicles, recreational vehicles, etc.

"Synthetics have become very much accepted today, and once a person gets switched over, they start to see the benefits and then they want to try it for their transmission, rearend, etc.," explains Butch Stevens of BSR Products in Concord, N.C.

"In the store, I have information available so people can read up on the products." says Stevens. "We have a little mockup display out front with a little bit of everything, along with literature for the different types of oils. And I have the product available at the track - that's where our claim to fame comes in."

AMSOIL Series 2000 Synthetic 20W-50 Racing Oil is the number one choice for racers of all types of vehicles. Its special synthetic base stock blend and advanced additive package provide over twice the wear protection of other motor oils, and it effectively reduces friction to help vehicles accelerate faster, attain top speeds and use fuel more efficiently.