Oct 2006 ATV Oil Reviews

Every customer who owns an ATV has a need for oil and lubricant products. Many manufacturers are developing their own brands of oils and lubes made specifically for ATVs. These products have certain features and benefits not found in regular motorcycle oils and lubes, to make the vehicles run more efficiently. To learn more about the attributes of ATV specific oils, read on for this month's Market Report.

Sales are up 50 percent this year, when compared to 2005 for 7th Gear Performance Lubricants and to continue the growth, they released a 10w-40 Full Synthetic oil for ATVs, according to Brand Manager John Kochanek. He tells us the oil features a higher level of anti-wear additives and acid neutralizers to preserve engine parts and protect them from shear, plus low volatility to ensure it remains in grade. “Even with rising prices the demand for lubricants is remaining the same,” Kochanek divulges. He informs dealer/retailers they will find a high dealer margin and high quality products with 7th Gear branded oil.

AMSOIL announces the release of Formula 4-Stroke Power Sports Synthetic Motor Oil, specially formulated for 4-stroke recreational motors in ATVs and snowmobiles. Director of Advertising Ed Newman says the oil is designed to reduce wear, extend component life, work with wet clutches, refrain from containing friction modifiers and provide a broad viscosity range to make it excellent for use in both cold and hot weather. “Our sales continue to increase. In fact, we have seen an ever increasing demand for our products in every category,” Newman exclaimed. He says retailers should educate riders and price for profits. “At the very least, every customer encounter should begin with the question, 'Would you like to upgrade to synthetic oils? We recommend AMSOIL,'” Newman added.

Sales Manager JJ Handfield tells us Bel-Ray has just released a complete line of ATV oils. “We have ATV Racing Motor Oil, which is available in SAE 10w-40 for the high performance racing models and ATV Trail Motor Oil with Rust Defense System in SAE 10w-40 and 10w-30 for the utility and casual sport recreation models,” said Handfield. The trend he has noticed regarding the selling of ATV oils and lubricants is that the OEMs push their products into dealerships to try and gain a bigger piece of the market. Bel-Ray's oil sales have increased over the past year, informs Handfield. He wants dealer/retailers to know Bel-Ray uses the best materials and combines them into innovative products. “We relentlessly pursue quality and we won't release a product until it meets our own stringent requirements,” he adds.

Director Jim Emerson tells us Blue Marble sees a trend in customers seeking performance-enhancing products demonstrating better engine protection and longer oil change intervals. He says Blue Marble High Performance 10w-40 Oil is a high detergent, premium motor oil that meets the needs of a 4-stroke engine. It's reportedly made from a slightly higher refined mineral oil and contains Blue Marble proprietary, anti-friction patented technology. “With the increased knowledge and awareness of the technology in Blue Marble, sales are growing,” Emerson stated. He adds the oil is marketed for ATVs and custom motorcycles. Emerson says dealers should look at Blue Marble for premium oil products offering higher margins.

ELF Automotive Division says they offer the new ATV 4 Power oil, which reportedly features a high temperature, high shear viscosity to provide ideal performance under extreme pressure conditions. Marketing Manager Herb Kaemmer says the 10w-50 oil provides a protective coating to improve gearshift comfort, reduce transmission mechanical noise and protect metal components when in contact. He adds sales are up for ELF, who sees a trend with today's enthusiast interest in products to protect and extend the life of their ride. “The benefits obtained by using a high quality synthetic fluid are a key factor in their purchasing decision. ATVs are used in a wide range of conditions and ELF ATV 4 Power is well suited for both hot and cold starting environments,” Kaemmer extolled. He suggests dealers educate and sway clients to try ELF and after they notice the difference in quality using ATV 4 Power, they will keep returning for every oil change.

The 4-Cycle Kawachem ATV/Utility Vehicle Engine Oil is the latest ATV oil product from Kawasaki Motors Corp., U.S.A., reports spokesperson James Kimura. The SAE 10w-40 oil is specially blended for 4-cycle ATVs and Utility Vehicles from base oils and additives, to provide high engine performance and durability and is turbo and diesel rated, explains Kimura. He wants to remind dealers, “Kawasaki ATV/Utility oil is formulated to provide maximum engine lubrication over the wide range of temperatures and operating conditions found in ATVs and Utility Vehicles.”

The Lucas Assembly Lube and 10w-40 semi-synthetic ATV oil are the latest ATV specific products from Lucas Oil Products, reports Project Director Jason Patison. He tells us the Assembly Lube is an exceptional lubricant for assembling new motors, transmissions and differentials, offering superior film strength and protection. The 10w-40 ATV oil was reportedly designed to decrease cam-lobe wear and wear in general. It also lowers operating temperatures, increases horsepower and outlasts other ATV oils up to four times as long, exclaims Patison. The demand for synthetic oils has increased due to automotive companies calling for lighter weighing oils to increase fuel economy, notes Patison. This demand has helped Lucas' synthetic oil sales to increase over last year's, plus people are beginning to ask for Lucas' products by name, he adds. Patison wants retailers to know that Lucas Oil has never cut manufacturing costs to increase profit or to out-price a competitor. “We have always made the absolute best product possible,” he states.

Maxima Racing Oils released ATV Premium 10w-40 oil specifically for ATV engines, according to Director Danny Massie. He says the oil has the highest anti-wear and extreme pressure additive levels in the industry, plus shear-stable polymers to resist mechanical shearing, which allows the oil to stay in-grade longer. “Sales for Maxima continue to rise. Four-strokes continue to dominate the marketplace. Consumers are becoming more educated on the differences between auto versus ATV specific oils and are demanding more from their oil,” Massie proclaimed. He suggests retailers remember Maxima took the position of “overkill” when designing their products for endurance and protection. “Maxima has some of the best technicians on staff to help the dealer answer difficult questions posed by the consumer. Our technicians are simply a phone call away,” Massie added.

Educating both yourself and your customers on the features and benefits of using ATV specific oils and lubricants is the best way to keep their vehicles running as smoothly as possible and to keep them coming back time and again. We hope this look into oils and lubes designed specifically for ATVs was helpful and be sure to check out our report on the latest in the Utility Vehicle and UTV accessory markets elsewhere in this issue.