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API Global Engine Oil
 Standards

                              API Engine Oil Licensing
                              and Certification System




1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
American Petroleum Institute
 •    Founded in 1919 to standardize specifications for drilling and
      production equipment
 •    Only trade association that represents all aspects of
      America’s oil and natural gas industry
 •    More than 400 corporate members—largest major oil
      company to smallest of independents—from all segments of
      industry: producers, refiners, suppliers, pipeline operators,
      marine transporters, and service and supply companies that
      support all segments of industry
 •    Broad range of programs
        –    Advocacy
        –    Research and statistics
        –    Standards
        –    Certification
        –    Education
1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
Engine Oil Licensing and
Certification
• Voluntary program that defines, certifies, and
  monitors engine oil performance
• Performance requirements, test methods, and
  limits cooperatively established by vehicle/engine
  manufacturers, technical societies, and trade
  associations
• Licenses use of API Marks on oil motor oils that
  meet performance standards

1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
History API Engine Oil Performance
Standards
Pre 1947:             Oils classified by SAE J300 viscosity grade only
1947:                 API defined three categories
                      Regular        Straight mineral oil
                      Premium        Mineral oil with oxidation inhibitors
                      Heavy Duty Mineral oil with oxidation
                                     inhibitors and detergent/dispersants
1952:                 API defined categories for gasoline and diesel
                      ML, MM, MS for gasoline engines
                      DG, DM, DS for diesel engines



1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
History API Engine Oil Performance
Standards
1960:                 API added Sequence Testing to requirements
                      Still no precise definitions of performance
                      Company specifications and US military (Mil)
                      specifications used
1970:                 API, ASTM, SAE developed present classification
                      system
                      S and C categories introduced
1993:                 EOLCS launched
                      Advent of ILSAC standards
                      ACC Code of Practice instituted
1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
API Engine Oil Marks
Licensed marketers may display two types of marks




       API Certification Mark                                   API Service
            “Starburst”                                       Symbol “Donut”
1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
Engine Oil Program Participation
                    538 licenses in 56 countries
                               6    Africa
                             173    Asia
                              36    Central America
                              43    Europe
                              31    Middle East
                             236    North America
                              13    South America

                    Represents >10,000 products

1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
Directory of Licensees:
 A Way to Communicate to Consumers
• List of all API Engine Oil licensees
• Available on the internet. This directory includes:
   – Company name
   – Products licensed
   – Product information
• http://www.api.org/eolcs




1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
Engine Oil Program’s Value
• Sets robust and up-to-date performance standards
  for engine oils
• Tells consumers which products satisfy engine
  manufacturer recommendations
• Gives consumers choice of quality products from
  which to choose
• Provides user-friendly product information in easily
  recognizable symbols
• Helps conserve energy
• Rigorous monitoring of products in market
1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
Developing Engine Oil Standards




           New Engine Oil Quality Standard




1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
API Gasoline Engine Oil Standard
Timeline
Category             Years               Major Upgrades

“S” CATEGORIES THAT CAN NO LONGER BE LICENSED

    SA           Pre 1930
    SB          1930–1963
    SC          1964–1967
    SD          1968–1971
    SE          1972–1979
    SF          1980–1988
    SG          1989–1993               Fuel economy & phosphorus limits

1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
API Gasoline Engine Oil Standard
Timeline
   Cat         Years                     Major Upgrades

“S” CATEGORIES THAT CAN BE LICENSED

   SH*           1994            EOLCS, ACC Code
                                 *Only if “C” Category listed first
    SJ           1996            Lower phosphorus & volatility
    SL           2001            Lower wear & volatility & more oxidation
                                 control
    SM           2004            Improved oxidation resistance & deposit
                                 protection & better wear protection & low-
                                 temperature performance
    SN           2010            Improved high-temperature deposit
                                 protection, more stringent sludge control, &
                                 seal compatibility
1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
ILSAC Engine Oil Standard Timeline
 Standard        Years                   Major Upgrades

ILSAC STANDARDS THAT CAN NO LONGER BE LICENSED
  GF-1    1994    EOLCS, ACC Code
  GF-2    1996    Lower phosphorus & volatility, better fuel
                  economy
  GF-3    2001    Lower wear & volatility, more oxidation
                  control & fuel economy
  GF-4    2004     Improved oxidation resistance & deposit
                  protection, better wear protection & low-
                  temperature performance, & fuel economy

ILSAC STANDARD THAT CAN BE LICENSED
  GF-5    2010    Improved high-temperature deposit protection,
                  more stringent sludge control, seal compatibility,
                  improved fuel economy, turbo protection, emission
                  control system compatibility, & protection of engines
                  operating on fuel up to E85

1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
Current Gasoline Engine Oil Standard
ILSAC GF-5
• Introduced October 1, 2010
• Fuel economy and fuel economy retention
      – New fuel economy test (Sequence VID)

• Engine oil robustness
      –    Increased weighted piston deposit limit (Sequence IIIG)
      –    More stringent sludge limits (Sequence VG)
      –    Turbo protection (TEOST 33C)
      –    Phosphorus retention (Sequence IIIGB)
      –    Emulsion retention (protection of engines operating on ethanol-containing
           fuels up to E85)

• Protection of emission control systems
1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
Current Gasoline Engine Oil Standard
API SN and SN with Resource Conserving
• Also introduced October 1, 2010
• Engine oil robustness
      – Increased weighted piston deposit limit (Sequence IIIG)
      – More stringent sludge limits (Sequence VG)
      – Seal compatibility
• Protection of emission control systems
• API SN with Resource Conserving matches ILSAC GF-5 by
  combining API SN performance with improved fuel economy,
  turbocharger protection, emission control system compatibility,
  and protection of engines operating on ethanol containing
  fuels up to E85

1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
Diesel Engine Oil Category Timeline
Category                     Years                   AKA      Major Distinctions

“C” CATEGORIES THAT CAN NO LONGER BE LICENSED

   CA                     Pre 1961                    DG
   CB                    1949–1960                    DM
   CC                    1961–1990                    DM
   CD                    1955–1990                    DS
   CE                    1987–1995
  CD-II                  1987–1995
  CF-4                   1990–2008
   CF                    1994–2010
  CF-2                   1994–2010
  CG-4                   1995–2009

1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
Diesel Engine Oil Category Timeline
Category             Years             AKA            Major Distinctions

“C” CATEGORIES THAT CAN NOW BE LICENSED

  CH-4               1998                             On highway, high-speed; 1998
                                                      emissions
   CI-4              2002                             On highway, high-speed; 2004
                                                      emissions
  CJ-4               2006                             On highway, high-speed; 2007
                                                      emissions




1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
Current Diesel Standards
• CJ-4: High-speed, 4-stroke engines designed to meet 2010
  U.S. on-highway and Tier 4 nonroad exhaust emission
  standards. Engineered for use in previous model year engines
  and intended to maintain oil drain intervals when used in
  conjunction with Ultra-Low Sulfur Diesel Fuel (15 ppm
  maximum sulfur)
• CI-4 with CI-4 PLUS: Used in conjunction with API CI-4,
  formulated to provide higher level of protection against soot-
  related viscosity increase and viscosity loss due to shear
• CI-4: High-speed, 4-stroke engines designed to meet 2004
  U.S. emissions standards implemented in 2002
• CH-4: High-speed, 4-stroke engines designed to meet 1998
  USA emissions standards

1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
Proposed API Diesel Standard
•    Diesel engine manufacturers have requested new API diesel engine
     oil standard that would provide:
      –    Improved oxidation stability
      –    Improved aeration benefits
      –    Shear stability
      –    Compatibility with biodiesel blends
      –    Prevention of scuffing/adhesive wear
•    Recommended standard be split into two separate and distinct
     subcategories
      – One that preserves historical heavy-duty oil criteria
      – One that provides fuel efficiency benefits while maintaining durability
•    Discussions preliminary and ongoing but completion date of January
     2016 requested


1220 L Street, NW • Washington, DC 20005-4070 • www.api.org                       19
API Aftermarket Audit Program

• API program to ensure licensed products meet
  standards
• Samples of licensed products purchased from
  worldwide marketplace
• Samples tested to verify they conform to licensed
  formulations & category requirements
• Action taken to fix oils that do not comply with
  license agreement


1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
2010 AMAP Sample Profile
                                                                2009       2010
Products collected                                               621        634
Bottles/bulk                                                   413/208    395/239
PCMO/HDEO                                                     81%/19%    82%/18%
US & Canada/all others                                        78%/22%    73%/27%
Viscosity grade profile
      5W-20                                                     6%         12%
      5W-30                                                     32%        35%
      10W-30                                                    27%        19%
      10W-40                                                    6%          6%
      15W-40                                                    17%        17%
      All others                                                12%        11%

1220 L Street, NW • Washington, DC 20005-4070 • www.api.org                      21
2010 AMAP Sample Location Profile
United States: 45 States (not AK, AZ, CO, HI, NE) + Puerto Rico



                   Australia                                  Mexico
                   Canada                                     Norway
                   Colombia                                   South Korea
                   Dominican Republic                         Spain
                   India                                      Taiwan
                   Japan                                      Ukraine




1220 L Street, NW • Washington, DC 20005-4070 • www.api.org                 22
2010 AMAP: Comments
• Physical property and bench test issues continue to
  increase, particularly for passenger car engine oils
• NOACK, CCS for fuel economy oils, HTHS & yield
  stress leading physical property issues although
  NOACK somewhat less




1220 L Street, NW • Washington, DC 20005-4070 • www.api.org   23
Using API-Licensed Oils Important
• API certification brings important parameters for
  engine oils together in one coordinated program
• Oil quality proven through industry-developed
  performance tests & robust standards
• Oil industry invests significant resources to prove oil
  quality
• Continually upgraded by evolution of new
  performance standards



1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
Using API-Licensed Oils Important
• Developed in conjunction with and recommended
  by OEMs
• Used globally
• Backed by oil marketer commitment to manufacture
  licensed oils consistently
• Monitored by API aftermarket audit program
  (AMAP) against known properties of licensed oil
• Goal = peace of mind for everyone choosing API-
  licensed engine oil

1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
Something New for
             API Engine Oil Licensing and
                 Certification System




1220 L Street, NW • Washington, DC 20005-4070 • www.api.org   26
API Motor Oil Matters (MOM)
• API transformed Shell Motor Oil Matters program
  into industry-wide, non-brand specific campaign
• Timely method for educating industry and
  consumers on importance of using high-quality oils
  meeting API performance standards
• Message consistent with OEM recommendations
• Consumers directed to demand quality oils



1220 L Street, NW • Washington, DC 20005-4070 • www.api.org   27
API Motor Oil Matters Objectives
• Educate marketers, distributors, and installers on importance
  of oil quality
• Give credibility to marketers manufacturing quality motor oils,
  distributors delivering those oils, and installers adding those
  oils to cars and trucks
• Identify quality products from point of manufacture to
  installation (brands accurately represented)
• Explain how use of quality oils limits or prevents liability
  claims
• Demonstrate that off-specification oils are masquerading as
  quality oils — identify off-spec oils to expose unlevel playing
  field
 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org        28
API MOM Campaign: Start with
Marketers, Distributors and Installers
• Launched MotorOilMatters.org website with API
  face
• Intend to promote MOM objectives to marketers,
  distributors and installers
• Need to obtain support from industry groups
• Also need to strengthen API relationships with
  trade pubs


1220 L Street, NW • Washington, DC 20005-4070 • www.api.org   29
API MOM Campaign: Then Move to
Consumers
• Give consumers something they need: objective, unbiased
  information on motor oil
• Explain how high-quality motor oils protect engines and
  preserve warranties
• Increase awareness of OEM recommendations and need for
  performance standard beyond just recommended viscosity
  grade
• For DIFM, demonstrate that off-specification oils are
  masquerading as quality oils
• Remind consumers to ask for written proof of motor oil’s
  viscosity grade, brand, and performance standard
1220 L Street, NW • Washington, DC 20005-4070 • www.api.org   30
API Motor Oil
Matters Web
Site




   1220 L Street, NW • Washington, DC 20005-4070 • www.api.org   31
1220 L Street, NW • Washington, DC 20005-4070 • www.api.org   32
API Motor Oil Matters Benefits
Marketers, Distributors, Installers, Consumers
•    Increased consumer awareness on importance of using API quality
     motor oils
•    Safeguards motor oil quality from manufacturer to distributor to
     installer to consumer (true, industry-wide bulk oil chain of custody)
•    Helps prevent deceptive trade practices in marketplace
•    More aggressive API product quality monitoring (permitted by chain
     of custody)
•    Benefits environment by ensuring increased use of quality motor oils
•    Highlights benefits from using OEM-recommended motor oil
•    Rewards and identifies those “doing it right”


1220 L Street, NW • Washington, DC 20005-4070 • www.api.org              33
Motor Oil Matters Anticipated Results
• Level playing field established
• Distributors, installers and consumers understand that high-
  quality motor oils protect engines and preserve warranties
• Installers and consumers more aware of OEM
  recommendations and need to ask for viscosity grade and
  performance standard
• DIFMers realize off-specification oils are masquerading as
  quality oils and learn that API licensing protects them
• Consumers ask for quality oils and written proof of motor oil’s
  viscosity grade, brand, and performance standard


1220 L Street, NW • Washington, DC 20005-4070 • www.api.org     34
Thank You
Capt Lee
API Regional Representative
Global Industry Services
Regus Samsung Hub
3 Church Street, Level 8; Room No. 0836
Singapore 049483
captlee@api.org
Tel: (65) 6408 0118
Fax: (65) 6408 3775


1220 L Street, NW • Washington, DC 20005-4070 • www.api.org

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Api global engine oil standar

  • 1. API Global Engine Oil Standards API Engine Oil Licensing and Certification System 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 2. American Petroleum Institute • Founded in 1919 to standardize specifications for drilling and production equipment • Only trade association that represents all aspects of America’s oil and natural gas industry • More than 400 corporate members—largest major oil company to smallest of independents—from all segments of industry: producers, refiners, suppliers, pipeline operators, marine transporters, and service and supply companies that support all segments of industry • Broad range of programs – Advocacy – Research and statistics – Standards – Certification – Education 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 3. Engine Oil Licensing and Certification • Voluntary program that defines, certifies, and monitors engine oil performance • Performance requirements, test methods, and limits cooperatively established by vehicle/engine manufacturers, technical societies, and trade associations • Licenses use of API Marks on oil motor oils that meet performance standards 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 4. History API Engine Oil Performance Standards Pre 1947: Oils classified by SAE J300 viscosity grade only 1947: API defined three categories Regular Straight mineral oil Premium Mineral oil with oxidation inhibitors Heavy Duty Mineral oil with oxidation inhibitors and detergent/dispersants 1952: API defined categories for gasoline and diesel ML, MM, MS for gasoline engines DG, DM, DS for diesel engines 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 5. History API Engine Oil Performance Standards 1960: API added Sequence Testing to requirements Still no precise definitions of performance Company specifications and US military (Mil) specifications used 1970: API, ASTM, SAE developed present classification system S and C categories introduced 1993: EOLCS launched Advent of ILSAC standards ACC Code of Practice instituted 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 6. API Engine Oil Marks Licensed marketers may display two types of marks API Certification Mark API Service “Starburst” Symbol “Donut” 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 7. Engine Oil Program Participation 538 licenses in 56 countries 6 Africa 173 Asia 36 Central America 43 Europe 31 Middle East 236 North America 13 South America Represents >10,000 products 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 8. Directory of Licensees: A Way to Communicate to Consumers • List of all API Engine Oil licensees • Available on the internet. This directory includes: – Company name – Products licensed – Product information • http://www.api.org/eolcs 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 9. Engine Oil Program’s Value • Sets robust and up-to-date performance standards for engine oils • Tells consumers which products satisfy engine manufacturer recommendations • Gives consumers choice of quality products from which to choose • Provides user-friendly product information in easily recognizable symbols • Helps conserve energy • Rigorous monitoring of products in market 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 10. Developing Engine Oil Standards New Engine Oil Quality Standard 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 11. API Gasoline Engine Oil Standard Timeline Category Years Major Upgrades “S” CATEGORIES THAT CAN NO LONGER BE LICENSED SA Pre 1930 SB 1930–1963 SC 1964–1967 SD 1968–1971 SE 1972–1979 SF 1980–1988 SG 1989–1993 Fuel economy & phosphorus limits 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 12. API Gasoline Engine Oil Standard Timeline Cat Years Major Upgrades “S” CATEGORIES THAT CAN BE LICENSED SH* 1994 EOLCS, ACC Code *Only if “C” Category listed first SJ 1996 Lower phosphorus & volatility SL 2001 Lower wear & volatility & more oxidation control SM 2004 Improved oxidation resistance & deposit protection & better wear protection & low- temperature performance SN 2010 Improved high-temperature deposit protection, more stringent sludge control, & seal compatibility 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 13. ILSAC Engine Oil Standard Timeline Standard Years Major Upgrades ILSAC STANDARDS THAT CAN NO LONGER BE LICENSED GF-1 1994 EOLCS, ACC Code GF-2 1996 Lower phosphorus & volatility, better fuel economy GF-3 2001 Lower wear & volatility, more oxidation control & fuel economy GF-4 2004 Improved oxidation resistance & deposit protection, better wear protection & low- temperature performance, & fuel economy ILSAC STANDARD THAT CAN BE LICENSED GF-5 2010 Improved high-temperature deposit protection, more stringent sludge control, seal compatibility, improved fuel economy, turbo protection, emission control system compatibility, & protection of engines operating on fuel up to E85 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 14. Current Gasoline Engine Oil Standard ILSAC GF-5 • Introduced October 1, 2010 • Fuel economy and fuel economy retention – New fuel economy test (Sequence VID) • Engine oil robustness – Increased weighted piston deposit limit (Sequence IIIG) – More stringent sludge limits (Sequence VG) – Turbo protection (TEOST 33C) – Phosphorus retention (Sequence IIIGB) – Emulsion retention (protection of engines operating on ethanol-containing fuels up to E85) • Protection of emission control systems 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 15. Current Gasoline Engine Oil Standard API SN and SN with Resource Conserving • Also introduced October 1, 2010 • Engine oil robustness – Increased weighted piston deposit limit (Sequence IIIG) – More stringent sludge limits (Sequence VG) – Seal compatibility • Protection of emission control systems • API SN with Resource Conserving matches ILSAC GF-5 by combining API SN performance with improved fuel economy, turbocharger protection, emission control system compatibility, and protection of engines operating on ethanol containing fuels up to E85 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 16. Diesel Engine Oil Category Timeline Category Years AKA Major Distinctions “C” CATEGORIES THAT CAN NO LONGER BE LICENSED CA Pre 1961 DG CB 1949–1960 DM CC 1961–1990 DM CD 1955–1990 DS CE 1987–1995 CD-II 1987–1995 CF-4 1990–2008 CF 1994–2010 CF-2 1994–2010 CG-4 1995–2009 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 17. Diesel Engine Oil Category Timeline Category Years AKA Major Distinctions “C” CATEGORIES THAT CAN NOW BE LICENSED CH-4 1998 On highway, high-speed; 1998 emissions CI-4 2002 On highway, high-speed; 2004 emissions CJ-4 2006 On highway, high-speed; 2007 emissions 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 18. Current Diesel Standards • CJ-4: High-speed, 4-stroke engines designed to meet 2010 U.S. on-highway and Tier 4 nonroad exhaust emission standards. Engineered for use in previous model year engines and intended to maintain oil drain intervals when used in conjunction with Ultra-Low Sulfur Diesel Fuel (15 ppm maximum sulfur) • CI-4 with CI-4 PLUS: Used in conjunction with API CI-4, formulated to provide higher level of protection against soot- related viscosity increase and viscosity loss due to shear • CI-4: High-speed, 4-stroke engines designed to meet 2004 U.S. emissions standards implemented in 2002 • CH-4: High-speed, 4-stroke engines designed to meet 1998 USA emissions standards 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 19. Proposed API Diesel Standard • Diesel engine manufacturers have requested new API diesel engine oil standard that would provide: – Improved oxidation stability – Improved aeration benefits – Shear stability – Compatibility with biodiesel blends – Prevention of scuffing/adhesive wear • Recommended standard be split into two separate and distinct subcategories – One that preserves historical heavy-duty oil criteria – One that provides fuel efficiency benefits while maintaining durability • Discussions preliminary and ongoing but completion date of January 2016 requested 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 19
  • 20. API Aftermarket Audit Program • API program to ensure licensed products meet standards • Samples of licensed products purchased from worldwide marketplace • Samples tested to verify they conform to licensed formulations & category requirements • Action taken to fix oils that do not comply with license agreement 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 21. 2010 AMAP Sample Profile 2009 2010 Products collected 621 634 Bottles/bulk 413/208 395/239 PCMO/HDEO 81%/19% 82%/18% US & Canada/all others 78%/22% 73%/27% Viscosity grade profile 5W-20 6% 12% 5W-30 32% 35% 10W-30 27% 19% 10W-40 6% 6% 15W-40 17% 17% All others 12% 11% 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 21
  • 22. 2010 AMAP Sample Location Profile United States: 45 States (not AK, AZ, CO, HI, NE) + Puerto Rico Australia Mexico Canada Norway Colombia South Korea Dominican Republic Spain India Taiwan Japan Ukraine 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 22
  • 23. 2010 AMAP: Comments • Physical property and bench test issues continue to increase, particularly for passenger car engine oils • NOACK, CCS for fuel economy oils, HTHS & yield stress leading physical property issues although NOACK somewhat less 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 23
  • 24. Using API-Licensed Oils Important • API certification brings important parameters for engine oils together in one coordinated program • Oil quality proven through industry-developed performance tests & robust standards • Oil industry invests significant resources to prove oil quality • Continually upgraded by evolution of new performance standards 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 25. Using API-Licensed Oils Important • Developed in conjunction with and recommended by OEMs • Used globally • Backed by oil marketer commitment to manufacture licensed oils consistently • Monitored by API aftermarket audit program (AMAP) against known properties of licensed oil • Goal = peace of mind for everyone choosing API- licensed engine oil 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org
  • 26. Something New for API Engine Oil Licensing and Certification System 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 26
  • 27. API Motor Oil Matters (MOM) • API transformed Shell Motor Oil Matters program into industry-wide, non-brand specific campaign • Timely method for educating industry and consumers on importance of using high-quality oils meeting API performance standards • Message consistent with OEM recommendations • Consumers directed to demand quality oils 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 27
  • 28. API Motor Oil Matters Objectives • Educate marketers, distributors, and installers on importance of oil quality • Give credibility to marketers manufacturing quality motor oils, distributors delivering those oils, and installers adding those oils to cars and trucks • Identify quality products from point of manufacture to installation (brands accurately represented) • Explain how use of quality oils limits or prevents liability claims • Demonstrate that off-specification oils are masquerading as quality oils — identify off-spec oils to expose unlevel playing field 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 28
  • 29. API MOM Campaign: Start with Marketers, Distributors and Installers • Launched MotorOilMatters.org website with API face • Intend to promote MOM objectives to marketers, distributors and installers • Need to obtain support from industry groups • Also need to strengthen API relationships with trade pubs 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 29
  • 30. API MOM Campaign: Then Move to Consumers • Give consumers something they need: objective, unbiased information on motor oil • Explain how high-quality motor oils protect engines and preserve warranties • Increase awareness of OEM recommendations and need for performance standard beyond just recommended viscosity grade • For DIFM, demonstrate that off-specification oils are masquerading as quality oils • Remind consumers to ask for written proof of motor oil’s viscosity grade, brand, and performance standard 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 30
  • 31. API Motor Oil Matters Web Site 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 31
  • 32. 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 32
  • 33. API Motor Oil Matters Benefits Marketers, Distributors, Installers, Consumers • Increased consumer awareness on importance of using API quality motor oils • Safeguards motor oil quality from manufacturer to distributor to installer to consumer (true, industry-wide bulk oil chain of custody) • Helps prevent deceptive trade practices in marketplace • More aggressive API product quality monitoring (permitted by chain of custody) • Benefits environment by ensuring increased use of quality motor oils • Highlights benefits from using OEM-recommended motor oil • Rewards and identifies those “doing it right” 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 33
  • 34. Motor Oil Matters Anticipated Results • Level playing field established • Distributors, installers and consumers understand that high- quality motor oils protect engines and preserve warranties • Installers and consumers more aware of OEM recommendations and need to ask for viscosity grade and performance standard • DIFMers realize off-specification oils are masquerading as quality oils and learn that API licensing protects them • Consumers ask for quality oils and written proof of motor oil’s viscosity grade, brand, and performance standard 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 34
  • 35. Thank You Capt Lee API Regional Representative Global Industry Services Regus Samsung Hub 3 Church Street, Level 8; Room No. 0836 Singapore 049483 captlee@api.org Tel: (65) 6408 0118 Fax: (65) 6408 3775 1220 L Street, NW • Washington, DC 20005-4070 • www.api.org