As far as I can tell, MaxxOil is really targeted towards the Malaysian market. It might actually be blended in the US, but short of things such as product datasheets it's difficult to differentiate it from other API certified oils. Also - a lot of the reporting on this trademark dispute seems to indicate that it's really a sold by some Malaysian company called "Shift Holdings". They seem to heavily sponsor racing in Asia.
Some of what they've put out in the press seems a bit silly. API certification is hardly "prestigious". There are literally thousands of API certified motor oils across the world, and obtaining API certification is just a baseline for acceptable quality in the US and other countries. Also - a lot of their advertising seems to be filled with poor English grammar.
Quote
https://marketingmagazine.com.my/maxxoil-speaks-out-on-product-accusations-infringement/
"We wish to highlight that we have maintained a dedication to produce the highest quality products possible. We request that all parties stop spreading fake news regarding our products immediately." said the company.
MaxxOil products are globally recognized and hold the prestigious American Petroleum Institute (API) certification of quality, with performance being proven again and again, both on the racetrack and by daily car users.
And I saw what they put out under their Maxx Oil USA YouTube channel. Absolutely it looks like they're trying to look like a "leading American company". I looked at their 4 YouTube uploads, and it's a little bit odd. The one that caught my attention is one titled "MaxxOil USA testimonial & review by Werkshop North California". That's just kind of odd grammar that I would expect from someone whose native language isn't English or doesn't know the way we describe place names in around here. Nobody would call any place "North California". I personally live in "Northern California". I looked it up, and the shop featured is real, and located in the city of South San Francisco.
https://www.youtube.com/channel/UC5Jygz0JhtfNdc0UtoJnTFQ
https://www.yelp.com/biz/werkshop-south-san-francisco
Or their video titled "Review on MaxxOil how to make car engine running smoother, quieter and less oil consumption." If they had hired me to clean up their title, I would have corrected it to read "Review of MaxxOil - how to make a car engine run smoother, quieter, and with lower oil consumption." I've seen stuff like that from poor translation, but grammatical mistakes like that are common with many Asian immigrants. The other two repair shops featured in their YouTube videos are real though. Some place called RBMS Auto Care in Hayward, California and another place called Italian Performance in San Carlos, California. I don't know what their relationship is with these shops.
As for MaxxOil, I can safely say that very few Americans would have heard of it. I have never seen it in a store, and I've never been to any repair shop that uses it. Even if it's considered a "boutique oil" it doesn't have anywhere near the name recognition of Amsoil, Red Line, or even Driven Racing.
