The Valvoline Company was one of the first to recognize the needs of the over-75,000-miles automobile,then it was the first to produce a motor oil specially formulated for higher mileage engines. (MaxLife, which was Lubricants World 2001 Product of the Year.) Now it’s an automatic transmission fluid, MaxLife ATF, that is making headlines.
Like MaxLife Motor Oil, MaxLife ATF takes advantage of the fact that cars today are on the road longer than ever before. Valvoline research shows that 64% of vehicles in use have more than 75,000 miles on them. Over the past ten years, the average age of domestic vehicles has increased by 15%, Valvoline says. “Our research showed that high-mileage-car owners are more fond of their cars and more likely to take special care of them to help make them last,” now-President Samuel J. Mitchell told LW last year. He added that the engine oil’s early success, based solely on distribution and early sales, was a clear indication that it answered a consumer need. “MaxLife is growing quickly because of strong consumer acceptance, excellent product performance, and strong word-of-mouth that MaxLife really does make a difference in their high-mileage car ’s performance,” he said.
According to Doug Zalla, vice president of brand marketing, “We’re excited to extend the MaxLife brand to automatic transmission fluid and offer consumers a superior ATF for their higher mileage vehicles. Based on early success, we expect great results from MaxLife ATF.” In terms of performance, Valvoline says that MaxLife ATF helps prevent leaks, improves and maintains smooth shifting performance longer than conventional fluids, reduces wear, cleans the transmission and provides better high- and low-temperature protection. Do-it-yourselfers can get MaxLife ATF in stores such as AutoZone, CSK Auto Supply and Wal-Mart.
MaxLife ATF meets the specifications of General Motors’ Dexron III and Ford Mercon, making it appropriate for use in approximately 75% of vehicles on the road in the U.S. Valvoline also recommends its use in Chrysler vehicles, including ATF+3 and ATF+4 applications. For more information about MaxLife ATF or other Valvoline products, about MaxLife ATF or other Valvoline products, visit the web site at www.valvoline.com/maxlife.
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