This article originally appeared in the January 2025 issue of THE SHOP magazine.
Somewhere along the line, motor oil stopped being simply motor oil. Different blends arrived for different applications, resulting in horsepower gains, added efficiency and increased protection for specialized usages.
These days, the science behind motor oil means that shop professionals and engine builders can determine the right formula for any project, matching usage goals with longevity requirements. Mix in a wide range of performance fluid and additive offerings, and it quickly becomes apparent that specialized knowledge is needed to determine each proper lubrication combination.
To help, performance oil and fluid providers highlight market insights and recommendations to shops looking to solve the lubrication equation.
THE OPPOSITE OF SNAKE OIL
Today’s precision engine parts require oils and fluids that match their performance.
“Better engine materials and more accurate and precise machining processes have allowed newer street engines to be made with tighter clearances. Along with tighter clearances, a push for yet more improved on-road fuel economy has forced the development of lower viscosity offerings that still manage wear and heat at a high level,” observes Jaret Lozano, manager – lubricants division of VP Racing. “In fact, this has forced ways to viably protect parts while using lower viscosities and overall chemistries. The result is that additive packages have improved and adjusted, and this overall shift has led to a closer look at all components and how they work together, including a relook at base stocks themselves.”
The effects of this new technology have transformed the performance oils and fluids market by allowing for highly specialized formulations that cater to specific engine types, performance levels and environmental conditions, notes Josh Steinmetz, brand manager of Hot Shot’s Secret/Lubrication Specialties Inc., a wholly owned subsidiary of Gold Eagle Co.
“Advances in nano-lubrication technology, for example, allow for performance oils that reduce friction and wear more effectively than ever before, extending engine life and boosting horsepower efficiency,” he says. “This technological progress enables us to create products like our FR3 Friction Reducer, which is a clear nano carbon that optimizes engine performance and wear protection in demanding conditions.”
Globally, fuel economy and CO2 emissions regulations for passenger cars and commercial vehicles are tightening, leading to the development of highly efficient but increasingly complex drive technologies and exhaust systems, explains David Kaiser, head of research and development at LIQUI MOLY. The new technologies have created new operating conditions with new tasks.
“Downsizing of engines can lead to massive damages (called LSPI = Low Speed Pre-Ignition) mainly in gasoline direct injection, turbocharged engines,” he says, adding that hybrid drive systems create up to 25% lower oil temperatures. “This results in more oil dilution from unburned fuel and condensation. Such modern powertrain designs require more than just a regular oil change in order to reduce engine damage to maintain the maximum lifetime of the engine and exhaust aftertreatment system and to lower the operating costs.”
Today, he continues, motor oil can be viewed a specific part of the engine and its exhaust aftertreatment system.
“Modern vehicles therefore require specially formulated motor oils—a ‘liquid spare part,’” says Kaiser.
Mark C. Nyholm, senior product marketing manager and mechanical engineer – commercial for AMSOIL, acknowledges OEMs are designing engines that build more power in smaller packages, with transmissions that have more gears to put that engine power to the ground. Add in better fuel economy and reduced wear demands, and today’s engine oils are met with many challenges.
“Engines run hotter now due to their higher horsepower output and many times while under forced induction. Protecting that engine from heat is part of an oil’s job,” he says. “Additionally, this new engine technology is strapped with an emission system to help control pollutants that can be affected by engine oil, so today’s oils also need to help protect the life of the emissions system. Technology has driven lubricant performance to provide far better protection than in the past.”
Meanwhile, the specialty aftermarket has always demanded even more performance from its top oil offerings.
“New technology has not changed what we do,” says Mark Beatty, brand director for Red Line Synthetic Oil. “Yes, oil requirements have become thinner in viscosity, but we have always made lightweight oils. We have never engineered our oils to meet factory specs—we have always produced products that exceed their specs, offering better protection and, in certain applications, longer drain intervals.”
IYKYK
One small downside to the high-tech nature of today’s performance oils is that it can lead to consumer misinformation that professionals will need to address—not the least of which is that added capability comes at a higher price.
“One common misconception shops face is the idea that all oils and fluids are essentially the same, especially when it comes to high-performance needs,” Steinmetz says. “Many customers assume any oil labeled ‘performance’ will do, without understanding that advanced formulations—such as PAO (polyalphaolefin) oils—are engineered specifically for extreme conditions. PAO oils, like Hot Shot’s Secret Adrenaline Racing Oil, offer exceptional thermal stability and oxidative resistance. This means they maintain their performance at higher temperatures and under severe load conditions, making them ideal for racing or heavy-duty applications.”
Educating customers on how quality products go beyond conventional or even basic synthetic oils in protecting and enhancing engine performance can help them understand the benefits of investing in a specialized product.
“Using an oil designed with high-performance PAOs can make a noticeable difference in reducing wear, improving efficiency and extending the engine’s life, especially for customers pushing their vehicles to the limit,” he adds.
Even with gearheads, Nyholm explains that the performance of engine oil and transmission fluid is not always well known to consumers.
“Most think oil is oil. While it may keep them on the road doing the things they want, it is not always providing the protection that consumer needs, given either the vehicle they drive or the way they drive it,” he says. “Providing consumers with performance options you can simply explain the benefits of will help them choose better performing engine and transmission oils that will help protect their vehicles from themselves.”
One buzzword that gets thrown around, sometimes inaccurately, is “synthetic.”
“Just because a bottle says ‘Full Synthetic’ does not mean it really is,” Beatty explains. “We are a true full synthetic oil—starting with PAO and ester base stocks is the only way we do things. We aim higher for our customers.”
Viscosity also comes into play quite often, Kaiser says, and sometimes for the wrong reasons.
“Some may think that the SAE viscosity is the most important part of an oil, but it’s more important to look at each model’s specific requirements and the manufacturer’s approval.”
Some goods news, Lozano reports, is that quality oils are not necessarily cost-prohibitive.
“Pricing is not everything. Value and performance can be achieved at the same time,” he says.
SLICK SALES
Knowledge and communication are the starting points for successful sales of performance oils and fluids.
“Educate your team around oils and the differences in brands and offerings,” says Beatty from Red Line Synthetic Oil. “Then talk with your customer on their driving habits, performance changes on the vehicle and what they are looking for in drain intervals if it’s a street car. Be the expert they are looking for.”
LIQUI MOLY’s Kaiser also recommends knowing your products and the engine’s expected usage.
“Find out what type of racing the customer is planning on doing, what oil temperatures are expected, etc. Don’t be afraid of asking questions to sell the right products for the customer’s individual needs.”
Such attention to detail will help shops develop a reputation as the neighborhood expert, says AMSOIL’s Nyholm.
“Everyone looking to have work done on their vehicle wants to trust the person doing it. Build trust by sharing factual information about their vehicle and how improved performance lubrication speaks to the issues of today’s technology. How they operate their vehicle adds to the reasons why improved lubrication performance is important to longevity. With the cost of today’s vehicles, lubrication is probably the lowest-cost product they can choose that will provide a significant improvement in wear protection, engine cleanliness and overall longevity of their vehicle.”
After discussing options with the customer, VP’s Lozano suggests turning to other sources for secondary affirmation.
“Refer to testimonials and known users that have had success with the fluids,” he says.
Steinmetz agrees the best way to increase sales of performance oils and fluids is to take the time to explain the unique benefits and technology behind specialized products.
“Offering bundled services like pairing an oil analysis with a recommended performance fluid can also help customers experience firsthand the benefits of premium products,” he concludes.
PERFORMANCE OILS & FLUIDS
HOT PRODUCT: Signatures Series Gasoline Engine Oil
FEATURES & BENEFITS: Precision-formulated with cutting-edge technology to deliver more engine protection against horsepower loss and wear; protects turbochargers 72% better than required by the GM dexos1 Gen 2 specification; trusted by professional engine builders.
AMSOIL Inc.
Mark C. Nyholm
Senior Product Marketing Manager & Mechanical Engineer – Commercial
HOT PRODUCT: Hot Shot’s Secret R82+
FEATURES & BENEFITS: A premium diesel additive engineered to elevate standard pump fuel into a high-performance diesel with optimized cetane levels and enhanced lubricity; balanced formula boosts engine power and efficiency and provides essential lubrication.
Hot Shot’s Secret/ Lubrication Specialties Inc.
Josh Steinmetz
Brand Manager
HOT PRODUCT: Cera Tec Additive
FEATURES & BENEFITS: High-tech additive known for reducing friction to increase engine life and efficiency in gasoline and diesel engines; offers high quality, performance and extra protection.
LIQUI MOLY
David Kaiser
Head of Research & Development
HOT PRODUCTS: Performance Engine Oils
FEATURES & BENEFITS: High zinc levels; 5W-50 blend is particularly popular with Mustang owners; BMW folks love our 5W-30 or, depending on the model, our 10W-60 offerings.
Red Line Synthetic Oil
Mark Beatty
Brand Director
HOT PRODUCT: Pro Grade Full Synthetic 15W-50 Race Oil
FEATURES & BENEFITS: Covers many applications and equipment types; delivers outstanding performance and protection in demanding environments; offers best in class base stocks and additive packages.
VP Racing
Jaret Lozano
Manager – Lubricants Division
