Dura Lube

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Dura Lube
Type Corporation
Industry Automotive lubricants
Founded 1986
Headquarters Gahanna, Ohio, USA
Key people William Beichner (CEO)
James Dolin Jr. (COO/CFO)
Edward Gibbs (VP Marketing)
Website http://www.duralube.com

The Dura Lube Corporation was formed in 1986, originally concentrating on producing engine treatment products for trucks. It later extended its product line to include cars.[1]

History

Originally introduced in 1986, Dura Lube was intended as a special engine treatment for the trucking industry. Incredibly, the reports began to come in on Dura Lube's amazing attributes.[citation needed] Because of these reports, a decision was made to bring the product to the general automotive consumer market.

This article may contain wording that merely promotes the subject without imparting verifiable information. Please remove or replace such wording, unless you can cite independent sources that support the characterization.

An infomercial was produced in 1992, using no actors, only "real" people, such as mechanics, race car drivers and average car owners. The excitement generated by this concept[citation needed] served as a springboard for the entire infomercial campaign. The drama of live demonstrations provided the consumers with an iron clad, credible testimonial[weasel words] to the incredible aspects of Dura Lube.[citation needed]

On the heels of the successful infomercial, Dura Lube was rolled out into the retail industry in the spring of 1993. Dura Lube then added comprehensive retail support with a North American ad campaign tagging retailers with 30 second TV commercials, infomercials, radio promotions, and a multi million-dollar NASCAR corporate sponsor ship program, which included Title sponsorship of two Winston cup races and a primary sponsorship of the Dura Lube NASCAR Busch Grand National Race Car.

In 2005, Dura Lube underwent an ownership and management change to help control the rapid growth both domestically and internationally. Although the formula has never changed the competition[who?] still tries to mimic the success and great products of Dura Lube.[citation needed] Our[who?] commitment to customer service[weasel words] and overall belief that Dura Lube is the best lubricants on the market place is indisputable.[dubious – discuss]

Marketing / Controversy

Dura Lube was heavily marketed in the 1990's via television infomercials that made certain claims about its effectiveness as a lubricant. The company was investigated by the Federal Trade Commission and was found to have no competent or reliable evidence substantiating these claims about its performance. Dura lube also allegedly claimed that its product contained no chlorinated paraffins, and an analysis revealed it actually did contain them. Chlorinated paraffins are persistent in the environment and are known to accumulate in the tissues of animals.

The FTC action that followed forbade the company from making claims about its products that were not backed up by competent and reliable evidence. Some of the claims that were forbidden by the FTC: That the product reduced engine wear, that it prolonged engine life, that it improved gas mileage, that it reduces emissions, that it protects the engine when oil pressure is lost, and that tests prove any of these claims. The Dura Lube Corporation was fined 2 million USD and forced to notify distributors of the FTC action and was also forced to relabel all of the product subsequently offered for sale.

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