Whatever the category, from sports cars, hot rods and diesel trucks to boats, babes and bikes, all have a strong following of enthusiasts. In 2007 AMSOIL initiated several new alliances to further share the benefits of AMSOIL lubricants and filters with these dedicated fans of performance and style. These relationships with respected organizations and events help the company to connect with a broad subculture of passionate car and truck enthusiasts.

Chief of these are the Mopar Muscle Engine Challenge, the Diesel Power Challenge, the Four Wheeler Top Truck Challenge, the National Street Rod Association and SEMA Hall of Fame Builder Boyd Coddington.

AMSOIL Goes Hot Rodding: Boyd Coddington
This spring, AMSOIL signed on for a two year relationship with legendary hot rod builder Boyd Coddington, centerpiece of the hit TV series American Hot Rod. American Hot Rod reaches over one million households each week, where viewers watch Coddington and his crew design and build cutting-edge hot rods. Host Boyd Coddington has won the prestigious “America's Most Beautiful Roadster” Award a record seven times and the Daimler-Chrysler Design Excellence Award twice.  He's enshrined in the SEMA Hall of Fame, the Grand National Roadster Show Hall of Fame, the National Rod & Custom Museum Hall of Fame, the Route 66 Wall of Fame, the Street Rod Marketing Alliance Hall of Fame, and he was voted “Man of the Year” in 1988 by Hot Rod Magazine.

This summer, Coddington and his team will use AMSOIL synthetic lubricants and filters exclusively in a mission to set a new land speed record in a Model T Ford with wife Jo Coddington at the wheel. The fabrication and assembling of the car is being featured on three episodes of American Hot Rod.

Speed Week 2007 at the Bonneville Salt Flats will feature over 2000 timed runs by more than 500 cars and motorcycles, including the Coddington/AMSOIL entry.

AMSOIL Teams Up With Boyd Coddington for Speed Week 2007

The Coddington/AMSOIL car design will be based on a 1927 Ford Model T Roadster...

July 27, 2007 ~ AMSOIL Teams Up With Boyd Coddington for Speed Week 2007 AMSOIL INC. and hot-rod building legend Boyd Coddington, host of the hit TLC TV series American Hot Rod, have teamed up for another exciting project. This project will take AMSOIL and Coddington to Speed Week 2007 at the Bonneville Salt Flats in Tooele County, Utah, where the goal is to surpass a speed of 200 mph in a car based on a 1927 Ford Model T Roadster. Built by Coddington and his crew, the car will feature a 1200+ horsepower General Motors intercooled, turbo-charged, 2.0 liter Ecotec engine with a Liberty six-speed transmission and Winters quick-change rear-end. Coddington’s wife, Jo, will drive the Coddington/AMSOIL car toward a record at Bonneville in mid-August, and the building and racing of the car will be featured on a series of American Hot Rod episodes this fall.

...but the final design will look something like this.

As an official sponsor of this event, the AMSOIL logo will be prominently featured on the car, and AMSOIL lubricants and filters will be used exclusively by Coddington and his crew as they work to build it. AMSOIL products will be visible and mentioned throughout the televised programs. Watch www.amsoil.com for further updates on this exciting and historic event.

The Bonneville Salt Flats are located in the northwest corner of Utah, near the Nevada border. Geologists believe a giant lake once covered the area, leaving behind billions of tons of salt and other minerals when the water evaporated. The potential for racing on the barren and flat landscape of the Bonneville Salt Flats was first recognized in 1896, and the first unofficial land speed record of 141.93 mph was set in 1914. By 1949, the raceway was the standard course for world land speed records.

The building of the car will be featured on a series of American Hot Rod episodes.

The hit TLC TV series American Hot Rod draws over one million viewers each week, where they watch Coddington and his crew design and build cuttingedge hot rods. Host Boyd Coddington has won the prestigious “America's Most Beautiful Roadster” Award a record seven times and the Daimler- Chrysler Design Excellence Award twice. He's enshrined in the SEMA Hall of Fame, the Grand National Roadster Show Hall of Fame, the National Rod & Custom Museum Hall of Fame, the Route 66 Wall of Fame, the Street Rod Marketing Alliance Hall of Fame, and he was voted “Man of the Year” in 1988 by Hot Rod Magazine.

AMSOIL Official Oil of the 2007 Diesel Power Challenge
The Diesel Power Challenge is the creation of Diesel Power Magazine and the Primedia Truck Group.  This was the third year of the Diesel Power Challenge, a grueling two-day event that tests the mettle of the toughest street legal turbo diesel trucks. The event in Utah will result in 40 pages of magazine coverage later this year, along with a one hour TV program to be aired nationally.

This year nine pickups arrived for the competition, all maxed-out turbodiesels.  All of the trucks, selected by the readers of Diesel Power Magazine, are put through rigorous testing for two days.  The tests include a 1/4 mile drag-strip run, 1/8 mile drag while pulling a 10,000 lb trailer, sled-pull for distance, chassis dynamometer pulls testing horsepower and torque and a 100 mile drive to see which turbodiesel has the best fuel economy on the road. 

The growing popularity of diesel vehicles in the United States makes events like the Diesel Power Challenge an unrivaled opportunity to put AMSOIL products to the test in the most severe operating conditions.

AMSOIL Joins Four Wheeler Top Truck Challenge
The Four Wheeler Top Truck Challenge is a grueling challenge for off-road machines and the drivers involved.  Similar to the Diesel Power Challenge, participants are selected by the readers of Four Wheeler Magazine and come from all over the USA and Canada.  The Challenge consists of eight events designed to push the machine, the driver and the spotter to the limits.

The eight events included in the Challenge are the Hillclimb, the Trail Fix, the Tow Test, the Frame Twister, the Mud Pit, the Mini-Rubicon, the Obstacle Course and the Tank Trap.  (More information on these events is available at www.fourwheeler.com)  2007 marked the 14th anniversary of this event and it continues to grow in numbers and  popularity, making it a great time for AMSOIL to get involved.  This event allows AMSOIL to test various products in extreme conditions and become more visible to this booming market.

Four Wheeler Magazine is a respected authority in the off-road. The Top Truck Challenge sponsorship includes a one hour TV program which will in turn become a DVD.

These NSRA events primarily draw together pre-1940’s cars, with the exception of two large events that are for cars 30 years old or older. These two events help capture the muscle car crowd to seed the future of hot rodding.

The NSRA offers high visibility in a niche market that many AMSOIL Dealers are already involved in.
The national events begin in April and run through October

The Third Annual Mopar Muscle Engine Challenge features the 410-inch Small Block engine. Invitations have been sent to Mopar engine builders across the continent. Eight have been selected to feature their unique engine designs at the Mopar Nationals the second week of August in Columbus, Ohio. From Ohio, the engines will be transported to Comp Cams, a dyno testing facility in Memphis, Tennessee. Each engine will be run on the same Rockett Brand 93-octane fuel while at the dyno. Mopar Muscle magazine will then feature the competition, and highlight each competitor’s engine specifics and overall standing within the competition.

Each engine will be given an overall rating based on a composite score of peak horsepower and peak torque divided by the retail cost of listed parts.

MOPAR, which stands for MOtor PARts, is the parts division of Chrysler Corporation.