Fuel Additives: Same Product New Purpose

For years, companies have been touting the virtue of fuel additives as part of a robust maintenance program. However, thanks in large part to cheap and ineffective “as seen on TV” products, the more legitimate manufacturers have fought an uphill battle for credibility. Today, the fruits of their labour have started to show, and with fuel prices where they are, combined with environmentally minded government legislation, it would appear as though fuel additives have finally come into their own.

That said, some questions still linger as to their chemical composition and effectiveness. Kevin Patel, a chemist with Kleen-Flo Tumbler Industries, says that there is certainly more than hype to fuel additives. And, he adds, the advent of fuel injection has made their use almost imperative.

“There is a tendency for gum and varnish to deposit on the injectors. That will block off the fuel flow, so it doesn’t come out cleanly; it won’t give you the proper flow of the fuel. In-tank additives or a professional fuel system cleaner clean the gum, varnish and carbon deposits from the injector.

“That way, you get better performance and good mileage. We call it a happy injector,” he says.

Patel says that the chemistry of in-tank fuel system cleaners and professional systems that hook up to the fuel rail are both effective, though the professional products are more concentrated. Accordingly, the recommendation remains virtually the same: every six months or around 10,000 km.

“We know the product works. Deposit formation has never changed,” he says, reiterating the fact that fuel mileage suffers as a result. “It depends on how much you drive. It depends on the individual–older cars are more in need of this kind of product–but with the price of gasoline, it costs a lot less for this service than the cost in fuel.”

In recent years, the provincial governments of Ontario and B.C. took their respective emissions testing and certifications programs and tweaked them to reflect the cleaner nature of newer vehicles. The proliferation of the catalytic converter, employing more and more precious metals, has unquestionably lowered emissions for most vehicles built in the last decade. Accordingly, both programs now exempt newer cars, and only require testing for those vehicles that reach the 10-year mark. This has obviously changed the sales landscape for many companies. That said, Roy Howarth, national sales manager for Howarth Sales and Marketing Corp. (marketers for CRC), doesn’t seem too concerned, given the steady climb of gas prices.

“When gas prices are high, consumers will look for products that will give them greater performance and efficiency,” he says. “With fuel prices where they are today, people are a lot more universally aware of their mileage,” he says. One key fix to which Howarth hopes consumers will gravitate is fuel additives. Many of the additives on the market today (Howarth’s most prominent product included) were designed to clean emissions components in preparation for a government-mandated emissions test. “It’s essentially a blend of emulsifiers that clean intake vales and improve flow into the injectors,” says Howarth. “When you do that, you get a more complete, hotter and cleaner burn, so that reduces things like [carbon] monoxide and other tailpipe emissions.”

While emissions and the environment win out when a car runs in such a fashion, so too does the wallet of the consumer, and that is the newfound focus for additives manufacturers. As stated earlier, the total number of vehicles mandated for testing is decreasing, making the total market of consumers requiring a quick and guaranteed emissions test solution a dwindling group. As Howarth notes, “The market for emissions testing is diminishing as the total fleet of cars being tested is dropping.” While that might be a catastrophic situation for some in this niche market, Howarth sees rising gas prices as their biggest ally. “Our belief is that our customers are initially using the product as an emissions maintenance tool, and when they see the results, they are using it up to four times a year, regardless of a scheduled emissions test,” he says.

That change, above all else, is what has additive manufacturers excited about the future, despite declining test rates. “The volume of product we’re selling today is up from what it was a few years ago, even though the overall market numbers are down,” says Howarth. This undoubtedly points to the new phenomenon of customers using these products as a way to cut down on the price they pay at the pump, and is essentially driving the growth of the market. Still, Howarth maintains that there will always be a fundamental focus placed on passing that nerve-wracking test. “The number one target is the emissions test,” he says. “Our major product will guarantee a passing grade on the test, and we stand by that guarantee.

“However, once they recognize the kind of savings that can be generated by using the product, and take the time to read the box, we’ve turned an occasional customer into one that buys our product at least once a year or even once a quarter.”

Jobbers too say they are seeing improved additive sales, and largely attribute that to fuel prices. “I don’t have the exact numbers, but I can say that we sell a fair bit of fuel additives,” says Ken Wesselius, manager of NAPA Auto Parts in Brandon, Manitoba. “A lot of the retail sales come from people trying to get extra fuel mileage, but we also see an increase in sales in the spring and fall for the various storage additives that people use when they are putting a car away for the summer or winter,” he says.

More importantly though, when it comes to the modern chemical market, Wesselius notes that there is still a profit margin in fuel additives. “It’s true that though some chemicals like coolant and washer fluid are pretty much a loss leader, you can still usually do your 25-30 points on additives,” he says. “The margin is strong enough that you can even put them on some kind of promo, and still make enough back.” With today’s quick-fix mindset, additives are clearly playing a major role in the consumer’s fight against pump prices. What’s more, although not specifically designed for this job, emissions testing solutions can be billed as a useful measure of preventative maintenance for the price-sensitive customer. Although most jobber clients would likely rather do the job themselves, with all of the applicable labour fees, jobbers should remind their customers that by establishing themselves as the place to go for over-the-counter additives, they are building their profile with customers, so when it comes time to do the more profitable work, they’ll know where to go.