Excede is the New Name for MFA Oil’s Passenger Car Motor Oils
March 19, 2021
Written By Adam Buckallew
The MFA Oil 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.”
“Rebranding gives us a more marketable product and helps to set us apart from our competitors,” says Will Reniker, MFA Oil senior director of sales and marketing. “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.”
Marketing for Excede will be focused on building awareness and demand with independent automotive repair shops, quick lube garages and car dealers. While Excede may be a new name, MFA Oil has more than 90 years of expertise in the lubricant industry. All Excede products are backed by the MFA Oil Protection Plan, have undergone extensive lab testing and are competitively priced.
“We proudly stand behind the quality of all of our lubricants, which have been specially formulated with the latest technology to meet and exceed the performance requirements of automotive, agricultural and commercial equipment,” Reniker says.
The seven products in the Excede portfolio are now available for bulk delivery, and packaged goods will be available soon at MFA Oil bulk plants, MFA Oil-owned Big O Tires stores, participating MFA Agri-Services Centers and other retailers.
In 2019, MFA Oil rebranded its heavy-duty lubricant products under the Work Horse™ lubricant brand. In its 2020 fiscal year, sales of Work Horse lubricants exceeded the company’s growth projections.