Evolving Oils, Evolving Challenges

Advancements in motor oil are improving fuel efficiency and extending drain intervals. Progress, however, sometimes comes with potential pitfalls.

In speaking with National Oil and Lube News, representatives from two national distributors that serve the automotive aftermarket pointed to gains in market share for synthetic oils versus their conventional counterparts, as well as a growing demand for lighter viscosity motor oils.

The move to synthetic has started before vehicles leave OEM assembly lines, says Bob Johnson, director of business development for RelaDyne brands. Industrywide, the shift to synthetic oil has resulted in about 90% of vehicles being factory-filled with synthetics.

“With (quick lube) operators, (synthetic) used to be an upsell,” says Johnson. “Now, it’s a right-sell. You’re just putting back in the car what it came with from the factory, so it’s not an upsell anymore. What I’m seeing is the operators obviously—and they rightly should be—looking for ways to grow profit.

“So, what we’re starting to see is for a car factory filled with synthetic 0w20, I’ve got an advanced synthetic product now that has a more robust formulation that offers performance above the factory-filled. I’m going to promote that oil and obviously charge more and make more on that. So, you’re seeing a multi-tiered synthetic offering now to help support and drive that.”

There are several benefits to using advanced synthetics that quick lube shops can tout to their guests to boost their profits, says Johnson.

“It’s cleaner, it offers better wear protection, and better deposit control,” Johnson says.

There’s another benefit, he adds, although it might not be a conversation starter for quick lube technicians speaking with customers.

“No one wants to talk about it—certainly in the oil change space and specifically in the quick lube operator space—but most of those advanced synthetics also tout a specific drain interval claim,” Johnson says. “We see 10,000, 15,000 (miles)…Mobil 1 (Extended Performance), 20,000 from a long time ago. Not that, that gets touted, but I think it does specifically speak to how much more robust that formulation is versus maybe a standard synthetic.”

While it hasn’t happened yet, Johnson says he sees the potential for quick lube shops to eventually move toward offering synthetic oil as their only option as more OEMs factory fill their vehicles with synthetic oil.

“What that will do is drive even greater use of these advanced synthetics, where we’re seeing a two- or three-tier synthetic offering,” Johnson says.

Virtues (and Vulnerabilities) of Lighter Viscosity

Another big trend is a shift toward lighter viscosities to improve fuel economy and meet government emission standards by reducing internal friction. Among 2025 NOLN Operator Survey respondents, OW-20 oil was used in more than 50% of all oil changes in their shops, however, RelaDyne is seeing regular customer demand for 0W-12 motor oil now, and even a rise in demand for 0W-8.

BS Products, a national supplier of automotive and quick lube supplies, is seeing the same shift, says co-owner Sean Malmstrom, who co-founded the company in 2019. The performance boosts offered by lighter viscosity oil formulations come with potential risks, he says, adding that the trend has been “a little scary” to see unfold, largely because of oil blow-by—the leakage of combustion gases past a piston’s rings into the engine’s crankcase.

“Where the problem comes in is the lighter and lighter these oils get, the more they’re going to consume and have blow-by. It definitely becomes an issue when you’ve got a brand new vehicle and you take it in, and it’s a quart or two quarts of oil low. That’s the scare and the concern.

“The thinner and lighter weight these oils get, the more they’re just going to consume and burn and, unfortunately, not protect the motor.”

Brand Ambivalence

While demand for synthetic, low-viscosity oil is on the rise, sales data shows quick lube customers are less particular about the brand of oil going into their vehicles, Johnson says. For that reason, he adds, RelaDyne’s DuraMAX, positioned as a lower-cost alternative to major legacy labels, has gained market share in the quick lube space, especially since 2020.

“Consumers no longer have loyalty to a specific brand,” says Johnson. “They care about the shop’s convenience, trust, cleanliness, and speed of service. All of those things are way more important to Mr. and Mrs. Smith than, ‘hey, we have Brand X on the wall.’ … Most customers don’t even know (when a quick lube shop switches brands for the oils it uses).”

In the NOLN Operator Survey, 73% of respondents reported offering branded oil exclusively, compared to just 5.4% going with strictly unbranded options. The remaining 21.6% of respondents said their shops offer both branded and unbranded oil varieties.

“If a large quick lube chain switches from a traditional major brand to (an unbranded alternative)…most customers don't even know,” Johnson says. “They don't even realize it's a change, because in a lot of cases, the brand of oil isn't on a sign or whatever. It's just kind of a moot point to consumers because of those other (priorities).”