Originally Posted by oil_film_movies
When consumers shelf-shop at walmart or wherever this stuff is sold, I think the marketing is spot on. People who tow or haul in the summer know they stress their engines.
Plus, PUs & SUVs are incredibly expensive these days. When they spot a name-brand "extra-strong" oil on the shelf, at a cheap price (walmart anyway has a low price for Rotella, $24/jug...).
Plus, won't the Subaru crowd who loves Rotella go for this? And anybody else who wants something better in their common cars. Its similar to who is buying the premium flavors of Castrol Edge & M1 EP/AP: they want something better, and probably just change oil at the OLM, but its better oil. Less deposits, holds up, good stuff.
Want better oil in your sump? By year:
1978: Want a better oil? Use Mobil1 or Amsoil.
1999: Any synthetic you see on the shelf, more choices, really, although M1 0w40 or Castrol 5w50 stood out for engines being tortured.
2010: Extended Performance lines of Castrol, M1, & Ultra, etc.
2019: Now add Towing-Hauling-Truck oils as a "better" option.
Still no replacement for at least getting the Owner's Manual specs met. For somebody towing-hauling, you can just put in M1 0w40 (euro oils) for summer extra protection. Similar to how Corvettes typically use 5w30 dexos1 for the street, yet GM says bump it up to a stouter oil for track use.
The premise works, sure; but the efficacy of the marketing is the question here. Mobil 1 had Kevin Harvick slinging oil for them. I don't see this taking any kind of real market share. I see it more as a play to put a higher percentage of SOPUS products on the shelf.
I've been pretty consistent in my critique of this oil. Mostly for the "we won't tell you anything about the oil except that it's got what trucks crave" responses from shell.