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#4606035 - 12/17/17 08:30 AM Phasing out Mobil 1 EP?
lukejo Offline


Registered: 09/21/11
Posts: 404
Loc: IL
For some time now, Walmart online has showed Mobil 1EP in 5w30 as "no longer available."
It has not said "sold out".
Wondering if this is the first sign of Mobil discontinuing EP in order to lower AP price point and only carry one extended drain oil?

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#4606065 - 12/17/17 09:11 AM Re: Phasing out Mobil 1 EP? [Re: lukejo]
4WD Offline


Registered: 09/21/10
Posts: 6366
Loc: Texas
I wondered about that too ... biggest complaint from us has been cost and Mobil could lower cost producing just one ... we’ll see

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#4606074 - 12/17/17 09:21 AM Re: Phasing out Mobil 1 EP? [Re: lukejo]
JHZR2 Offline



Registered: 12/14/02
Posts: 41775
Loc: New Jersey
Maybe theyre going to merge that extended protection line?

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#4606080 - 12/17/17 09:29 AM Re: Phasing out Mobil 1 EP? [Re: lukejo]
skyactiv Offline


Registered: 03/02/13
Posts: 4394
Loc: The Midwest
I think Mobil will try to keep both as long as the market allows. This is to have more synthetic choices available to retain the number one position in synthetic sales and expand sales. Retailer shelf and warehouse slot space is a premium however. If the oil has dismal sales figures, it might be discontinued eventually.
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Me: 13' VW GTI 3 door 6 speed manual

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#4606111 - 12/17/17 10:12 AM Re: Phasing out Mobil 1 EP? [Re: lukejo]
fdcg27 Offline


Registered: 09/25/09
Posts: 15693
Loc: OH
The only flavor of M1 that I can think of offhand that's actually been discontinued was M1 AV, and only because it was so spectacularly bad in some applications that Mobil ended up having to buy engines for a number of users.
Even the slow-moving and mostly unloved M1 TDT is still around, so I'd doubt that XOM actually intends to discontinue EP.
More flavors of a mostly good-selling brand equals more shelf facings, which every manufacturer wants.
_________________________
17 Forester 12K MSS 0W-20
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09 Forester 95K M1HM 10W-30
01 Focus ZX3 118K PP 5W-20
96 Accord LX 104K T5 10W-30
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#4606159 - 12/17/17 11:25 AM Re: Phasing out Mobil 1 EP? [Re: skyactiv]
JohnnyJohnson Offline


Registered: 10/22/09
Posts: 2737
Loc: Wet side WA
Originally Posted By: skyactiv
I think Mobil will try to keep both as long as the market allows. This is to have more synthetic choices available to retain the number one position in synthetic sales and expand sales. Retailer shelf and warehouse slot space is a premium however. If the oil has dismal sales figures, it might be discontinued eventually.


They will keep both as long as its profitable. If they drop EP and AP keeps selling at it current level their bottom line is going to drop and people like me are just going to continue to wait for any other full synthetic that goes on sale for twenty or under even beating their normal Rollback pricing I haven't bought a Jug of M1 since they came out with their ridiculous pricing on AP. But I have scored lots of other full synthetic for twenty or less with rebate.
_________________________
2004 Toyota Corolla 121668
Out: QSUD 5W-30 Purolator One 5030
In: Valvoline ML 5w-30 TG4967 117530 2-8-18
2006 Duramax 74047
Out: T6 5W-40 M1-303
In: T6 5W-40 XG9100 73752 4-22-18

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#4606167 - 12/17/17 11:42 AM Re: Phasing out Mobil 1 EP? [Re: lukejo]
wgtoys Offline


Registered: 12/11/06
Posts: 1406
Loc: California
Originally Posted By: lukejo
For some time now, Walmart online has showed Mobil 1EP in 5w30 as "no longer available."
It has not said "sold out".
Wondering if this is the first sign of Mobil discontinuing EP in order to lower AP price point and only carry one extended drain oil?


The rational thing would be for Mobil to phase out "Enhanced Protection" if the new branding is "Annual Protection". There is a lot of confusion being generated by having supposedly different qualities of synthetic oil in the first place. Stores only have so much shelf space available for motor oils, and the proliferation of common weights is already putting pressure on the amount of available space. Mobil is in a somewhat unique position in that their non-synthetic oils have almost no retail market share, so they are trying to gobble up space by having ten different Mobil 1 sub-brands. https://mobiloil.com/en/motor-oils/mobil-1

AP is marketed as good for one year or 20,000 miles, whichever comes first. EP is marketed as good for 15,000 miles with no time mentioned. Having both on the market really doesn't make any sense. The fact that one or the other has a few hundred die hard fans is pretty much irrelevant in a marketplace so large.

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#4606297 - 12/17/17 02:17 PM Re: Phasing out Mobil 1 EP? [Re: wgtoys]
fdcg27 Offline


Registered: 09/25/09
Posts: 15693
Loc: OH
Make that a few hundred thousand die-hard fans for each.
I'm going to guess that Walmart moves as much M1 branded oil as it does every other synthetic labeled oil combined.
M1 owns the retail syn oil market in the US and I don't see that changing anytime soon.
If the brand didn't move, you wouldn't see so much shelf space devoted to it, nor would you see large end cap displays of AP in every Walmart.
Name recognition has great power in marketing. The others seem intent upon tinkering with packaging, naming and positioning for their syn offerings, diluting their message, while M1 stands for consistent quality, whether that's deserved or not.
Ask any retail customer what the best brand of syn oil is and they'll almost always reply that it's M1, however good Castrol, Valvoline or SOPUS products might be.
The average guy here might recognize that there are many equally good or even better choices but the average Walmart DIY shopper won't.
_________________________
17 Forester 12K MSS 0W-20
12 Accord LX 86K PP 5W-20
09 Forester 95K M1HM 10W-30
01 Focus ZX3 118K PP 5W-20
96 Accord LX 104K T5 10W-30
95 318i

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#4606325 - 12/17/17 02:45 PM Re: Phasing out Mobil 1 EP? [Re: fdcg27]
bbhero Offline


Registered: 03/20/15
Posts: 4616
Loc: Virginia
True indeed. But Mobil 1 AP is collecting dust in my local Wally World. And it will continue to do so at $40. Brand only can carry something so far. Ask Coca Cola about this in the 1980s.
_________________________
Nissan Altima 3.5 Coupe Valvoline Advanced Full Synthetic 5w30 Federated Auto 4612ex
"Treat your family like your friends and treat your friends like your family."

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#4606491 - 12/17/17 05:49 PM Re: Phasing out Mobil 1 EP? [Re: fdcg27]
Provi Offline


Registered: 11/29/11
Posts: 333
Loc: Dunbar, WV USA
Originally Posted By: fdcg27
The only flavor of M1 that I can think of offhand that's actually been discontinued was M1 AV, and only because it was so spectacularly bad in some applications that Mobil ended up having to buy engines for a number of users.
Even the slow-moving and mostly unloved M1 TDT is still around, so I'd doubt that XOM actually intends to discontinue EP.
More flavors of a mostly good-selling brand equals more shelf facings, which every manufacturer wants.


TDT is very popular in the TDI community.
_________________________
02 VW Jetta TDI, Mobil Euro 0w40
15 VW GSW TDI, Castrol Edge Pro LL03 5w30

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#4606506 - 12/17/17 06:11 PM Re: Phasing out Mobil 1 EP? [Re: Provi]
fdcg27 Offline


Registered: 09/25/09
Posts: 15693
Loc: OH
Originally Posted By: Provi
Originally Posted By: fdcg27
The only flavor of M1 that I can think of offhand that's actually been discontinued was M1 AV, and only because it was so spectacularly bad in some applications that Mobil ended up having to buy engines for a number of users.
Even the slow-moving and mostly unloved M1 TDT is still around, so I'd doubt that XOM actually intends to discontinue EP.
More flavors of a mostly good-selling brand equals more shelf facings, which every manufacturer wants.


TDT is very popular in the TDI community.


Guess those VW boys haven't heard of either T6 or D1.
_________________________
17 Forester 12K MSS 0W-20
12 Accord LX 86K PP 5W-20
09 Forester 95K M1HM 10W-30
01 Focus ZX3 118K PP 5W-20
96 Accord LX 104K T5 10W-30
95 318i

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#4606669 - 12/17/17 08:43 PM Re: Phasing out Mobil 1 EP? [Re: fdcg27]
JHZR2 Offline



Registered: 12/14/02
Posts: 41775
Loc: New Jersey
Originally Posted By: fdcg27
Originally Posted By: Provi


TDT is very popular in the TDI community.


Guess those VW boys haven't heard of either T6 or D1.


In the "early days" of TDT, it was thought to be the same product as D1. I havent tracked either in a long while... Back then I was driving up to Canada to get my D1.

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#4606743 - 12/17/17 10:02 PM Re: Phasing out Mobil 1 EP? [Re: fdcg27]
Provi Offline


Registered: 11/29/11
Posts: 333
Loc: Dunbar, WV USA
Originally Posted By: fdcg27
Originally Posted By: Provi
Originally Posted By: fdcg27
The only flavor of M1 that I can think of offhand that's actually been discontinued was M1 AV, and only because it was so spectacularly bad in some applications that Mobil ended up having to buy engines for a number of users.
Even the slow-moving and mostly unloved M1 TDT is still around, so I'd doubt that XOM actually intends to discontinue EP.
More flavors of a mostly good-selling brand equals more shelf facings, which every manufacturer wants.


TDT is very popular in the TDI community.


Guess those VW boys haven't heard of either T6 or D1.


Yes they are popular too.
_________________________
02 VW Jetta TDI, Mobil Euro 0w40
15 VW GSW TDI, Castrol Edge Pro LL03 5w30

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