Unlike other majors, Castrol's announcement reportedly did not speak to why it's increasing prices. But then again, marketers, say, does it really matter? Because in their view, the explanations are always the same. Due to the higher cost of base oils, additives, and packaging.

"The POLARIS website's new look is a reflection of our future direction as an innovative leader in fluid analysis," said Jacque Powers, Director of Marketing and Communications for POLARIS Laboratories®. "Our focus is on building stronger, more personal customer relationships by showing them what they should expect from a knowledgeable and effective fluid analysis provider. We want them to know that the people behind the production care about and understand what that three ounces of fluid means to our users."

"Our customers continually tell us that the site is a tremendous source of technical information - that we've become a very reliable 'go-to' source for direction on fluid analysis," Powers added. "So we've added even more content on a variety of topics from how to start a testing program to information on our newest products like program reviews and assessments and equipment list management."

The site's home page now gives users direct access to HORIZON® where they can view and manage their fluid analysis data. The web-based reporting application allows users to view test results and maintenance recommendations almost immediately after samples are processed. The software also provides users with access to several management reports they can use to keep sampling on track, pinpoint equipment problems by make, model and manufacturer and document data that can influence future equipment purchases.

Headquartered in Indianapolis, POLARIS Laboratories® has additional testing facilities located in Houston, Salt Lake City and Edmonton, AB. POLARIS tests oils, fuels, coolants and metalworking fluids to help customers improve asset reliability and extend equipment life. For additional information on POLARIS Laboratories®, its testing capabilities, field services and training opportunities, go to www.polarislabs.com or contact Jacque Powers, Director of Marketing and Communications, at jpowers@polarislabs.com.

Since some of the new makes and model requiring SAE 0W-20 synthetics are now hitting the market, Toyota has taken the lead in advising its dealers about what to expect.

First it says Toyota is not the only OEM to adopt the new standard. In fact, it's telling dealers several other OEMs already require the new engine oil technology and many others will by 2011.

Now for the big one - price. SAE 0W-20 does not come cheap. In fact, dealers say they are told 0W-20 (in cases) will cost roughly 3 times that of 5W-20 in bulk. This will reportedly result in an increase of $23 to $35 for a lube oil and filter change. At the same time, dealers say higher prices are expected as the transition takes place from 5W-20 to 0W-20, especially since demand for 0W-20 will initially be low and addressed with quart and drum purchases rather than bulk. At the same time, dealers add that Toyota says by the years end the price differential for an oil change with SAE 0W-20 will likely drop to less than $20 as demand increases and supply builds.

So what's in it for the customer?

Toyota is advising its dealers there are several advantages gained by using SAE 0W-20. These include enhanced engine protection at high and low temperatures, improved fuel economy, and reduced engine deposits. In addition, Toyota says, IF oil drain intervals are increased to 10K miles (something they are reportedly studying), this alone pays for the increased cost of oil.

• News
• Mergers and acquisitions
• Promotions
• New products
• Classified

We reach out to nearly 10,000 participants in the lubricant distribution supply chain once or twice a week (depending on what's NEWS) and we tell it like it is.

Please contact us via e-mail at tom_glenn@jobbersworld.com, or direct at 732-494-0405.

Thank you