This month’s column was written by Executive Vice President and General Manager Dean Alexander.
Executive Vice President and COO Alan Amatuzio and I had the pleasure recently of attending a Superior, Wisconsin Business Awards luncheon where AMSOIL President and CEO Al Amatuzio was inducted into the Superior Business Hall of Fame. After the luncheon Alan and I discussed the significance of this honor, and talk settled quickly on all of the other awards Al has received throughout the years. His impact has been immense, and we felt it was a worthy subject to share with our Dealers and Preferred Customers. After discussing it with Al, he ultimately relented and turned this month’s column over to us.
As one of the largest and most stable employers in the city of Superior, AMSOIL INC. has gained the respect and appreciation of the entire community. Al’s loyalty to the city is not lost on its business leaders, elected officials and citizens. They have great pride in a company that attracts national recognition for the city. Andy Lisak, the executive director of the Superior Development Association, had this to say at the Superior Business Awards luncheon: “Al Amatuzio could have established his business anywhere. But he chose Superior and grew it from a one or two person shop out of a garage to now over 250 employees occupying one of the largest buildings in the city of Superior. Every box and every bottle of AMSOIL product has the name Superior, Wisconsin on the bottom.” That sentiment is shared by many. AMSOIL is not only appreciated forthe national recognition it brings, but also for the tax base it provides and the incomes it generates for families across the region.
This recent award was the second Al received locally this summer. In August, his former high school, Duluth Denfeld High School, honored Al with his induction into the Denfeld High School Hall of Fame. This honor is reserved for a very select group of graduates for their “positive contributions to the school, its traditions and its community.” Al certainly qualifies on those counts. He graciously accepted the award and spoke fondly of his humble blue-collar upbringing on Duluth’s rough and tumble Raleigh Street.
Incidentally, it was noted at the induction ceremony that Al did, in fact, go on to fulfill his senior class prophecy, as written in the Denfeld yearbook, that he would one day become an “oil engineer.” The recognition Al has received, however, extends well beyond the local level. His impact on the entire lubricant industry has been incredibly significant. With his induction into the Lubricants World Hall of Fame in 1994, Al was firmly established as one of the industry’s most influential visionaries. As written at the time of his induction:
AMSOIL INC. was founded on Al Amatuzio’s desire for technical innovation, his commitment to higher quality and his belief that consumers would respond to a superior product. The company has remained true to these ideals; its history is a checklist of revolutionary products that have withstood the test of time. As the pioneer corporation in the field of synthetic lubrication, AMSOIL sees its commitment to excellence as an historic responsibility, and A.J. Amatuzio’s vision and enthusiasm continue to drive the company forward.
What most people don’t realize, of course, is the tremendous struggle Al endured to achieve what he ultimately achieved. The auto manufacturers and other lubricant companies refused to recognize Al and his superior synthetic technology. Even the industry’s trade organizations refused to acknowledge his efforts. Ironically, however, it was one of these organizations that eventually bestowed its ultimate honor on Al. In 2005 the Independent Lubricant Manufacturers Association (ILMA) awarded Al its prestigious Nachtman Award. This award, established in 1994, is ILMA’s highest honor. It recognizes the achievements of those who have made unique and significant contributions to the lubricant manufacturing industry. I can think of no one who is more deserving of these honors than Al Amatuzio. His dedication, determination and incredible vision have charted the course for an entire industry and, through the AMSOIL business opportunity, changed countless lives forever. From his earliest days, through his award-winning career as a jet fighter pilot and as president of AMSOIL INC., Al Amatuzio’s impact as a leader has been undisputable.
