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Valvoline Restore & Protect Ad Runs on Super Bowl Sunday
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By Counterman
There is nothing simple about complex engine oil formulations. Effectively explaining to your customer how Valvoline’s Restore & Protect motor oil removes and prevents engine deposits may seem like a tough task.
Dr. Michael Warholic, global technology director for Valvoline Global Operations, emphasizes the importance of visual evidence
“Hey, look how this product performs,” said Warholic. “We have visuals showing that there’s a removal of deposits, that there is a reversing of the aging process in an engine. That’s a great case story to tell.”
Warholic talks with Babcox Content Director Jason Morgan about the formulation process that sets Restore & Protect apart. The process involves a balance of various additives and components, tested rigorously in both laboratory and real-world conditions. It also involves combining base oils, viscosity modifiers, and a unique blend of additives. These additives include detergents to clean deposits, friction modifiers to reduce engine strain, and antioxidants to combat the breakdown of oil components. The goal was to create a motor oil that not only prevents the formation of new deposits but also removes existing ones, effectively rejuvenating the engine.
“We wanted to do something different than everybody else,” said Warholic. “That’s what Restore and Protect does. It differentiates us from our competitors. It does something that no other oil does in the marketplace right now.”
Restore & Protect could be considered a new category of motor oil that bridges the gap between conventional oils and high-mileage formulations. While high-mileage oils are designed for older engines, Restore & Protect is suitable for both new and aging engines. Its dual function of preventing new deposits and reversing existing ones makes it a versatile choice for a wide range of vehicles.
This innovation is particularly valuable for engines operating under severe conditions, such as those used for towing or in high-traffic areas. The oil’s ability to handle these demanding environments while maintaining engine cleanliness offers a significant advantage over standard motor oils.
“There’s always engine oil. Formulating is a little bit about give and take. The engine is a very complex machine. You have different temperatures, different pressures. It is really a very interesting field when you start digging into it.”
“We do tons of data-driven testing. That’s what we live for.”
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By Counterman
Trade associations for the major automakers and parts manufacturers recently
link hidden, please login to view urging lawmakers to pass legislation including the restoration of full first-year deductibility for research-and-development (R&D) expenses. Co-signing the letter were the Alliance for Automotive Innovation; American Automotive Policy Council; Autos Drive America; MEMA, The Vehicle Suppliers Association; and the Truck and Engine Manufacturers Association, which collectively represent millions of workers in the auto industry.
“Congress must restore this tax provision to enhance U.S. competitiveness, job creation and innovation as soon as possible,” said Ann Wilson, MEMA’s executive vice president of government affairs. “As this industry is facing massive transformation, R&D is crucial. Many of our members are smaller, innovation-driven vehicle suppliers and are struggling with the financial burden to remain competitive in the global marketplace. Restoration of yearly deductibility goes a long way in addressing these fundamental challenges.”
For almost 80 years, motor vehicle and component manufacturers relied on the availability of full first-year deductibility of R&D expenses. A new law implemented in 2022 now forces businesses to spread that deduction over five years, making R&D exponentially more expensive, the associations assert.
The trade associations lament that the change has been “particularly burdensome for the auto industry, threatening thousands of jobs.” Of the $538 billion spent on R&D activities in the U.S. in 2020, more than $23 billion (4.3%) was invested by the motor vehicle industry, according to the associations.
“More than 10% of U.S. auto jobs are in the R&D space,” said John Bozzella, president and CEO of the Alliance for Automotive Innovation. “The auto industry invested $23 billion in R&D activities in recent years – the third highest of any manufacturing sector. By restoring the full deductibility of R&D expenses, Congress can ensure that investment keeps moving in the right direction – supporting U.S. jobs, expanding American innovation and boosting global competitiveness.”
As the letter is distributed, the trade associations are mobilizing members and employees to urge members of Congress to immediately pass legislation restoring full first-year tax deductibility for R&D expenses to protect jobs and preserve the motor vehicle industry’s financial health and competitiveness.
“American Automakers Ford Motor Company, General Motors Company and Stellantis invest heavily in R&D,” said Gov. Matt Blunt, president of American Automakers Policy Council. “These critical investments are vital if American automakers are going to lead the transportation revolution and offer customers the most innovative products in the world. The ability to deduct R&D expenses is needed to ensure our domestic auto production continues to be competitive in the global market.”
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By Counterman
Valvoline Global announced the global launch of its premium full-synthetic motor oil, Restore & Protect.
Restore & Protect removes up to 100% of engine-killing deposits with continuous use, restoring engines to run like factory clean while protecting against future damage, according to the company.
Valvoline calls the latest addition to its portfolio “a paradigm shift in motor-oil performance [that] challenges traditional thinking about the category.”
“We are thrilled to introduce Valvoline Restore & Protect on a global scale,” said Jamal Muashsher, president and CEO of Valvoline Global. “This product truly redefines what motor oil can achieve and positively impacts consumers and customers like never before. Restore & Protect is a testament to our commitment to pushing the boundaries of innovation in the automotive industry.”
Restore & Protect is designed for gasoline-engine automobiles, from brand-new to older, high-mileage vehicles. The premium full-synthetic motor oil is “the culmination of three years of relentless development, resulting in Valvoline’s most technologically advanced engine oil ever,” the company noted.
Restore & Protect presents two of Valvoline’s proprietary new technologies: Active Clean, which removes deposits and restores engines to run like new; and Liqui-Shield, which works proactively to prevent deposit formation and protects against future damage.
Valvoline Restore & Protect is poised to hit shelves and Valvoline business partners globally in 2024. For more information on the technology and availability, DIY customers can visit
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By Counterman
Auto-Wares Group of Companies has announced its 2022 Supplier Award winners.
This year, Auto-Wares recognized eight companies for their collaboration, contributions and success throughout the year.
The awards were presented at the Auto-Wares Group of Companies end-of-year Winter Live Sales Meeting in Grand Rapids, Michigan, where more than 200 company employees were in attendance. The Auto-Wares team gathered to sharpen selling skills, learn about product innovations, discuss the automotive aftermarket and present awards to high performers.
Auto-Wares Group of Companies recognized Valvoline as its Supplier of the Year for 2022.
“Auto-Wares has a long history of providing top-quality automotive parts and services to its customers, and Valvoline has been an integral part of that success,” Auto-Wares said in a news release. “Valvoline has consistently provided Auto-Wares with high-quality products and exceptional customer support and service.”
Michelle Allen, vice president at Valvoline, and Todd Mullins, strategic account manager, were in attendance to accept the award.
Valvoline is a leading provider of automotive lubricants and services, with a history dating back to 1866. The company is known for its innovative products and commitment to quality and has earned a reputation as one of the top suppliers in the industry.
“We are proud to partner with Valvoline and are honored to recognize them as our 2022 Supplier of the Year,” Auto-Wares said. “We look forward to continued collaboration with Valvoline and are excited to see what the future holds.”
2022 Award Winners
2022 Supplier of the Year – Valvoline 2022 Rising Star Supplier of the Year – BBB Industries/OE Turbo Power 2022 Sales & Marketing Supplier of the Year – Bosch 2022 Data & Technology Supplier of the Year – NA Williams/Delphi Technologies 2022 Outstanding Shipping Suppliers of the Year BBB Industries Standard Motor Products MotoRad Precision Remanufacturing Battery Specialists Inc. 2022 Reps of the Year Cindy Ford, Standard Motor Products Patrick Mulrooney,NA Williams The post
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