Auto Service World
News   April 16, 2012   by Auto Service World

Valvoline Launches NextGen Motor Oil in Canada

Valvoline, a brand of Ashland Inc., has announced the wide-scale availability of NextGen motor oil in Canada.

The new formula is made from 50% recycled oil but delivers 100% Valvoline engine protection, says the company.

“Our sole focus is motor oil, so we are constantly looking to innovate and bring the highest-quality motor oil products to consumers,” said Sam Mitchell, president of Valvoline. “NextGen takes advantage of our technology and expertise in a formulation that uses recycled oil and delivers the quality and performance we demand to put the Valvoline ‘V’ on the bottle.”

Valvoline is launching NextGen with a full marketing program including national consumer radio and print advertising, trade print advertising digital/interactive media, a Canadian NextGen web site ––, NextGen POS and Valvoline promotions now include NextGen

NextGen offers installers a great opportunity to talk to their customers about something new and innovative and that has environmental benefits, says the company.

NextGen motor oil is the culmination of years of continued research, technology and innovation from Valvoline scientists coupled with improvements in the oil re-refining process. Valvoline chemists now have the ability to pair the company’s award-winning additive chemistry with recycled base oils that meet its exacting standards. The result is a high-performance product that uses 50% recycled oil and matches the quality of other Valvoline motor oils (that use non-recycled base oil).

Canadian passenger cars and light trucks use over 240 million litres of motor oil each year. While many Canadians dispose of used oil properly, Valvoline aims to inspire more to follow suit. One litre of improperly disposed oil can contaminate up to one million litres of drinking water. In addition to its potentially harmful effects to our ecosystems, oil is also a precious resource. If every Canadian switched to NextGen recycled motor oil, it would save 120 million litres of crude oil. That’s enough barrels of crude to stretch from Montreal to Vancouver and back – every year.

Few Canadians debate the critical importance of oil and the benefits of using our existing resources. In a recent survey conducted on behalf of Valvoline, consumers acknowledged that oil is both an important and valuable resource. Despite their awareness of the issue, their understanding of how to protect and preserve our existing oil is limited. For instance, nearly seven in 10 people found the motor oil recycling process to be more confusing than filing their income taxes. Further, 41% of consumers falsely believe that motor oil can be recycled only once, and 35% of are unaware that motor oil can be recycled at all.

Consumers can find out more about motor oil recycling at – from where and how to dispose of it to the opportunity we have to conserve and lessen our dependence on crude oil. Valvoline is also challenging Canadians to help shine a light on this critical issue of recycling their used motor oil.

NextGen conventional and high mileage motor oils are available for sale at Wal-Mart Canada starting as early as April 1, with wide retail availability April 16. NextGen oil changes will also be offered as an option at Great Canadian Oil Change, Pro Oil Change and Express Care by May 14, with more service centres adding the NextGen oil change option throughout the summer. To find a Valvoline location nearest you that offers NextGen oil changes visit

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