I preface this by saying that I "get" the marketing aspects and attempts to grab as much market share as possible, but from my point of view, there are two things that Mobil needs to consider:
1. As the article states, no one wants to pay $50 for 5 QTs of oil; had they placed it squarely at $35 (which is where most of the stores that carried it discounted it to to move it initially), it would have had a better start out of the gate.
2. Mobil has too many "clashing" product lines without clarity as to what one lines does better than the other OR instead of the other.
-- Mobil Super Synthetic. What is this oil and where does it fit in the overall line up? It is usually only carried by auto parts and grocery stores at a price per quart that most people walk right past. Why would i choose it over any other Mobil product?
-- Truck and SUV versus AFE and "regular" M1; what is the difference and which is better? Is there are difference or is this a marketing thing?
-- M1 EP High Mileage; who would choose this oil over the standard high mileage version?
Below is the current Mobil "1" synthetic PCMO line. Does Mobil need this many oils to cover the market or would it behoove them to simplify the line?
Mobil 1™ (5w-20 | 5w-30 | 10w-30 | 15w-50)
Mobil 1™ Advanced Fuel Economy (0W-16 | 0W-20 | 0W-30)
Mobil 1™ Extended Performance oil (0W-20 | 5W-20 | 5W-30 | 10W-30)
Mobil 1™ Annual Protection (0W-20 | 5W-20 | 5W-30)
Mobil 1™ FS (0W-40 | 5W-50)
Mobil 1™ ESP (0W-20 | 0W-30 | 0W-40 | 5W-30)
Mobil 1™ Formula M (5W-40)
Mobil 1™ Extended Performance High Mileage (0W-20 | 5W-20 | 5W-30)
Mobil 1™ High Mileage (0W-20 | 5W-20 | 5W-30 | 10W-30 | 10W-40)
Mobil 1™ Truck & SUV (0W-20 | 5W-20 | 5W-30)
Mobil Super™ Synthetic (0W-20 | 5W-20 | 5W-30)