API Assumes Motor Oil Matters Program

API recently announced the launch of Motor Oil Matters (MOM) — an industry-wide initiative to promote the importance of using, supplying, distributing and installing quality motor oils.

“API is proud of its standards for motor oils and its Engine Oil Licensing and Certification System (EOLCS), and today we take a more dramatic step to ensure the integrity of motor oils by proposing a chain-of-custody system for bulk motor oils,” said Kevin Ferrick, EOLCS manager at API.

Shell’s Pennzoil-Quaker State division first launched Motor Oil Matters in 2009 to help educate consumers about the importance of quality motor oil. API recognized the value of the MOM campaign and has expanded the program’s reach industry-wide, to all motor oil marketers, distributors and installers of API-quality oils. Ferrick added that bringing chain-of-custody to the distribution and installer segments of the motor oil industry will benefit motor oil distributors, installers like fast lube shops and, most importantly, consumers.

“In addition to helping prevent inaccurate claims about motor oils, becoming a MOM licensee can help distributors and installers differentiate themselves from other distributors and installers in their area,” he said.

The campaign will consist of three parts: a public relations/education campaign aimed first at marketers, distributors and installers, and later at consumers; licensing of distributors and installers; and working with state weights and measures agencies to require the same information that goes on retail motor oil products to be included on bulk motor oil products.

Scheduled to debut this spring, the MOM’s licensing program for distributors and installers will comply with chain-of-custody requirements and identify those distributing and installing bulk motor oils meeting API quality requirements. Installers and consumers will then be encouraged to look for Motor Oil Matters marks. Licenses will be available for purchase by retail installed facilities like fast lubes.

“The Shell family of brands is pleased that API is taking the MOM program to the next level to help ensure that all vehicle owners can feel confident in their high-quality motor oil purchases,” said Lisa Davis, president of Shell Commercial Fuels and Lubricants.

API hopes the re-launch of MOM will not only benefit consumers, but also strengthen the industry as a whole. In addition to helping prevent inaccurate claims about motor oils, becoming a MOM licensee can help distributors and installers differentiate themselves from other distributors and installers in their area. 

API is currently accepting contact information from distributors and installers and will begin accepting applications in early 2012.

For more information about MOM, visit:
www.motoroilmatters.org