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#4457535 - 07/12/17 06:34 PM Why Did Mobil 1 Fail?
macarose Offline


Registered: 01/25/09
Posts: 387
Loc: Georgia
I decided to take a deeper dive into the rarified world of motor oil marketing.

The Hammer http://www.thedrive.com/the-hammer/12395/why-did-mobil-1-fail

Hope you enjoy it. All the best!

Steven Lang

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#4457541 - 07/12/17 06:44 PM Re: Why Did Mobil 1 Fail? [Re: macarose]
skyactiv Online   content


Registered: 03/02/13
Posts: 4285
Loc: The Midwest
It's not selling due to the price.
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#4457552 - 07/12/17 06:53 PM Re: Why Did Mobil 1 Fail? [Re: macarose]
Panzerman Offline


Registered: 12/16/06
Posts: 4192
Loc: Port Orange, Florida
People with warranties can't use it. Motorheads can't wait a entire year and people with junkers won't pay that.
The synthetic oil market is flooded.
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#4457553 - 07/12/17 06:53 PM Re: Why Did Mobil 1 Fail? [Re: macarose]
oil_film_movies Offline


Registered: 06/13/16
Posts: 2427
Loc: MN
Since they already have the 15k M1 EP, they should price the new M1 Annual 20k at 1.33 times EP's price. That would put it at $26 x 1.33 = $35. They are very close to that, having discounted M1 Annaul to $40 now (and even $30 with Walmart e-gift card rebate).

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#4457554 - 07/12/17 06:54 PM Re: Why Did Mobil 1 Fail? [Re: macarose]
HerrStig Offline


Registered: 08/24/11
Posts: 9560
Loc: Boston, MA
Is there an official announcement that it's failed? Or is t, as the media jackals say "reports are"?

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#4457556 - 07/12/17 06:54 PM Re: Why Did Mobil 1 Fail? [Re: macarose]
bdcardinal Offline


Registered: 06/03/05
Posts: 10882
Loc: Santa Barbara, CA
I don't think I have seen it in WalMart the few times I have been since this oil was released. I wouldn't mind paying more for a better oil but they don't have it in 5W50 so it is of no use to me.
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#4457559 - 07/12/17 06:55 PM Re: Why Did Mobil 1 Fail? [Re: HerrStig]
bdcardinal Offline


Registered: 06/03/05
Posts: 10882
Loc: Santa Barbara, CA
Originally Posted By: HerrStig
Is there an official announcement that it's failed? Or is t, as the media jackals say "reports are"?


I keep seeing the commercial with Kevin Harvick. They have spent a ton on advertising.
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#4457566 - 07/12/17 07:07 PM Re: Why Did Mobil 1 Fail? [Re: Panzerman]
Mr Nice Offline


Registered: 09/12/04
Posts: 21086
Loc: Orlando, FL
Originally Posted By: Panzerman
People with warranties can't use it. Motorheads can't wait a entire year and people with junkers won't pay that.
The synthetic oil market is flooded.


Yep. You're 1000% correct.

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#4457568 - 07/12/17 07:08 PM Re: Why Did Mobil 1 Fail? [Re: macarose]
E150GT Online   content


Registered: 03/11/12
Posts: 1068
Loc: San Antonio, TX
I see walmart is full of it all the time. Its competing with itself, and in a bad way. I think the point above about warranty and people with junkers is spot on. I have a car with warranty and can't use it. I also have a junker and I already do annual oil changes on oil that is half the price. I think until manufacturers allow for a 20k mile oil change, it won't catch on.
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#4457576 - 07/12/17 07:15 PM Re: Why Did Mobil 1 Fail? [Re: macarose]
fdcg27 Offline


Registered: 09/25/09
Posts: 15559
Loc: OH
A very lightweight piece of writing that reflects a complete ignorance of the DIY oil market.
M1 was a successful brand long before Chevy recommended it for their plastic fantastic.
M1 flavors sell in greater volume than does every other synthetic labeled oil combined, so Mobil must be doing something right.
M1 AP may be suffering from a reluctance of the DIY market to pay fifty bucks a jug for oil, but that matters not at all for XOM and the M1 brand.
As you noted in another thread, even M1 AP can be had for under thirty bucks a jug and this has been the case for a while.
I actually saw someone with a jug of M1 AP in their cart today. With store deals and the MIR, he would have been down to around $25 for the jug. Not so unreasonable.
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#4457579 - 07/12/17 07:18 PM Re: Why Did Mobil 1 Fail? [Re: macarose]
Syntheticuser Offline


Registered: 06/11/17
Posts: 147
Loc: Waco, Tx.
There is no data proving it is a better oil..just that it is higher priced.

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#4457585 - 07/12/17 07:24 PM Re: Why Did Mobil 1 Fail? [Re: macarose]
E150GT Online   content


Registered: 03/11/12
Posts: 1068
Loc: San Antonio, TX
How do they know its a fail?
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#4457593 - 07/12/17 07:35 PM Re: Why Did Mobil 1 Fail? [Re: Panzerman]
oil_film_movies Offline


Registered: 06/13/16
Posts: 2427
Loc: MN
Originally Posted By: Panzerman
People with warranties can't use it. Motorheads can't wait a entire year and people with junkers won't pay that.
The synthetic oil market is flooded.

No doubt most people think that. Mobil had hoped the new cars would use it at normal oil change intervals. For example, you pay $30k for your new pickup truck, maybe a consumer will want to use the best.

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#4457610 - 07/12/17 07:51 PM Re: Why Did Mobil 1 Fail? [Re: macarose]
tig1 Offline


Registered: 01/03/09
Posts: 13586
Loc: Illinois
I was in WM today in Granite City, Il. and the AP section was almost sold out. Now the price was reduced to $38. If they dropped the price to $30-33, I'm sure it would sell nearly as well as the other M1 oils.
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M1 10-30 in all OPE
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#4457629 - 07/12/17 08:06 PM Re: Why Did Mobil 1 Fail? [Re: macarose]
OVERKILL Offline


Registered: 04/28/08
Posts: 36210
Loc: Ontario, Canada
This seems a tad premature with the OP speculating in the piece he's penned that the product has already failed with so little time on the market. It may in fact be a flop, however I think that's still to be seen.
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