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AMSOIL is "The First in Synthetics" and also the first in quality, protection and performance. Every other oil company in the world was given the chance to object when AMSOIL applied for trademark rights to "The First in Synthetics", yet after 90 days of waiting, not a single one objected!
The U.S. Patent and Trademark Officials stated that by claiming that AMSOIL was the first historically, that AMSOIL was also insinuating to be the best (or #1/first) from a quality or performance standpoint. AMSOIL showed the government officials comparison documentation and test data backing up the claim that AMSOIL was also the best.
After the government officials notified all other oil manufacturers that AMSOIL was claiming to be the best, not a single other oil company or competitor objected. We can guarantee you that if any of these competitors and major oil companies had a product better than AMSOIL they would have objected.
In fact, Mr. A.J. Amatuzio, founder, President and CEO of AMSOIL states that he often hears other companies ad slogans stating that their products are the best. They are not.
AMSOIL - "Our Company makes the Best Lubricants in the world, period, and challenges anyone or any company to prove us wrong! That won't happen because our competitors know it's true."