“Rebranding gives us a more marketable product and helps to set us apart from our competitors,” says Will Reniker, director of distribution and procurement. “As we continue to grow our PCMO business with local and regional automotive garages, the new Excede brand will help us better position our products.”
The company’s lineup of passenger car motor oil (PCMO) products is receiving a new name and look. Moving forward, these products will be sold under the Excede® brand with the tagline “Give It Everything.”
Marketing for Excede will be focused on building awareness and demand with independent automotive repair shops, quick lube garages, and car dealers. Materials introducing the Excede brand note that while it may be a new name, it comes from a company with more than 90 years of expertise in the lubricant industry. The MFA Oil Protection Plan, extensive lab testing and competitive pricing round out the brand’s key selling points.
The seven products in the Excede portfolio are now available for bulk delivery and packaged goods will soon be available to the company’s bulk plants, at participating MFA Agri-Services Centers and other retailers. MFA Oil-owned Big O Tires stores are already selling Excede products.
In 2019, the company rebranded its heavy-duty lubricant products under the Work Horse® lubricant brand. In the 2020 fiscal year, sales of Work Horse lubricants exceeded the company’s growth projections.