Based in Porter, Texas, and owned since 2012 by Calumet Specialty Products Partners (CLMT) of Indianapolis, Royal Purple produces a wide range of high-performance lubricants for international automotive, consumer and industrial applications.
Royal Purple’s founder, John Williams, was a pioneer in the development of synthetic lubricants dating back to the 1950s, and collectively the company’s current formulators have more than 200 years of expertise in developing these types of products.
In 1986, an oil production company asked Williams to solve chronic bearing failures in their large compressors. He found that there was not a lubricant available that could handle the extreme demands of the equipment, and he put his extensive lubrication background to work in developing a new lubrication technology
Williams invented a new additive technology that fortified lubricants with an unusually high film strength capable of protecting bearings under extreme loads. “This unique technology also had exceptional oxidation stability for long oil life,” Fisher recounts. “It provided outstanding protection against rust and corrosion in both wet- and high-temperature applications. The new lubricant technology cleaned equipment and prevented varnishing and sludge build-up.”
The new lubricant easily solved the oil company’s equipment problems. The customer’s plant manager said that it was so superior to anything he had tried before that it should not look like other lubricants. And thus Williams elected to make the lubricant purple.
That lubricant – with its exclusive, proprietary Synerlec additive technology – became the cornerstone of Royal Purple’s product line.
Williams decided to name the company Royal Purple because historically the color purple was so expensive to produce that only royalty used this hue. The hope was that the color’s association with quality would symbolize the quality of all Royal Purple products.
Industrial customers initially tried Royal Purple on the most demanding and/or problem equipment. “Customers could easily explain the rationale for switching lubricants because no other products performed as well,” according to Fisher. “Over time, industrial customers were able to document the energy and maintenance cost savings to justify upgrading their entire plants to Royal Purple’s industrial lubricants.”
Along the way, the company began formulating racing lubricants at the request of many industrial customers who were also part-time racers. Drivers and crew members noticed that Royal Purple not only dramatically reduced wear, but also maximized horsepower and torque. The demand for these oils rapidly spread throughout all forms of racing.
“The formulation of racing oils laid the foundation for the development of super-premium motor oils for consumer use,” says Fisher, who recently answered a series of questions posed by Aftermarket Business World about the international arena for synthetic lubricants:
Q: How would you describe your current product line? What does Royal Purple produce?
A: Royal Purple manufactures premium synthetic high performance lubricants for automotive, industrial and commercial applications. Our product line includes automotive and commercial lubricants and additives, and industrial gear and hydraulic lubricants and greases.
Q: What are some of your new products? What do they do?
A: Over the last nine months we have introduced HMX (High mileage motor oil), Max-Tane (6-in-1) Diesel additive, and Max-Boost (Octane Booster & Stabilizer). All three of these products are category leaders that provide the highest performance possible.
Q: How do you market to repair shops and retailers?
A: We utilize internal sales teams and distributors to reach out to both the DIY and DIFM markets and establish a connection. We also advertise in DIFM publications that focus on independent and chain shops/retailers.
Q: What are some factors impacting the development of synthetic products?
A: The development of synthetic products has advanced as new synthetic technologies are created that further improve the lubricant’s performance over their conventional counterparts. Royal Purple only manufactures and sells synthetic lubricants.
Q: How are your products positioned in the marketplace when compared to your competitors?
A: The marketplace recognizes that Royal Purple premium products are associated with high quality and superior performance. Royal Purple’s proprietary advanced additive technology Synerlec, allows our products to outperform other synthetic and conventional lubricants. The high film strength of our Synerlec-enhanced lubricants dramatically reduces wear and heat, optimizes fuel economy and improves power performance.
Q: How many retailers do you have in the U.S.?
A: Royal Purple sells its products in 25,000-plus independent and major retailers, including Advanced Auto Parts, Amazon, AutoZone, CARQUEST, NAPA Auto Parts, O’Reilly Auto Parts, Pep Boys and Walmart.
Q: In what other nations are your products available?
A: Royal Purple sells its products in Canada, Mexico, Europe, Asia, Central and South America, Australia and Africa.
Q: What steps do you take before deciding to venture into a new country?
A: Our overall focus is to find the right partnership that will allow the Royal Purple brand to achieve success in the marketplace.
Q: Do you rely on an established distributor, or do you set up your own marketing network when working overseas?
A: We rely on the strength of the established distributor to assist with the marketing of the Royal Purple brand with assistance from Royal Purple when needed.
Q: What are some of your latest racing affiliations and why did the company decide to pursue them?
A: Royal Purple is teaming up with several racers/series for 2014 that include:
· Indianapolis 500 with Townsend Bell
· IMSA TUDOR United SportsCar Championship GTD series with The Racers Group – Aston Martin Racing and AIM Autosport Ferrari
· Red Bull Global Rallycross – Exclusive Lubricants Provider
· Subaru Rally Team USA fielding cars in Rally America and Red Bull GRC series
· Erica Enders-Stevens (NHRA) – Pro-Stock driver
Our focus for 2014 was to increase our footprint in the racing community by partnering with OEMs, teams and drivers that have an affinity to outperform.
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