One need not spend big bucks on market research to understand that universal products sell. We see it in electronics with USB architectures, printer toner, WiFi, TV remotes and Bluetooth technology where plug-and-play is the name of the game. We see the word on household cleaning products – whether its grease, grime, gum or grass stains, a universal cleaner or laundry detergent will make it go away.
The word universal helps to sell appliance parts, life insurance and health care, and we also see it on pipe fittings, toilet flapper valves and other do-it-yourself items. In fact, just the other day I purchased a Universal Fits Any Faucet Handle for my kitchen sink. I did so because it claimed to be universal, fits any faucet. That sounded good to me since I know little to nothing about plumbing fixtures and needed to replace the broken handle.
Universal products are also found in the automotive realm, including floor mats, seat covers, tire pressure monitors, remote starters and other aftermarket parts and accessories. In addition, we see a growing number of motor oils and automatic transmission fluids sporting the term.
Like other aftermarket suppliers, lubricant manufacturers use the term universal to attract consumers and commercial buyers who seek to make life simple and minimize inventory by purchasing a one-size-fits-all product.
Walmart, for example, markets SuperTech SAE 15W-40 universal motor oil as specially engineered for heavy-duty diesel and gasoline engines operating under all service conditions. It labels the product as meeting API CJ-4/SM, CI-4, CH-4, CG-4, CF-4 and CF-2.
Another choice is Delo 400 XLE Synblend SAE 10W-30. Chevron recommends this mixed fleet motor oil to operators with both diesels and gasoline engines who seek an API CJ-4 or SM oil in this viscosity. It also says the product offers fuel economy benefits, beyond what a 15W-40 would deliver.
Note that these and similar products wear the API C Commercial category for diesel engines as well as the API S Service category, which applies to gasoline engine applications.
Similarly, Shell markets Rimula R3 SAE 15W-40 as a universal API CG-4/SJ product that is suitable for most heavy-duty diesel and gasoline engine applications, so users can minimize the need to carry multiple oils for different vehicles. Quaker State Universal HDX FCI engine oil says: Designed primarily for use in todays high output, high performance heavy-duty diesel engines, while still meeting the requirements of 4-cycle automotive gasoline engines.
Marketers big and small offer universal oils. These oils can be used for both gasoline and diesel applications, Citgo says of its Citgard 600 15W-40 or Syndurance 5W-40 oils. Theres Irving Oils IDO Universal oil that claims to exceed all the automotive gasoline and diesel engine
manufacturers requirements in the appropriate grades, and can be used in all high and medium speed diesel engines in automotive and construction applications and certain diesels in marine service.
The list goes on and on, but the point is this: Universal engine oils have proliferated because buyers find them useful and appealing.
Another prominent lubricant segment where the word universal is widely bandied is automatic transmission fluid. Some quick examples:
Amalie Universal Synthetic Automatic Transmission Fluid. According to Amalie, With the exception of CVT fluids and Duel Clutch (sic) Fluids, it offers unsurpassed protection and reliable performance for all types of automatic transmissions, power steering units and hydraulic systems manufactured by virtually all of the automotive and transmission manufactures from around the world.
Old World Industries Peak Full Synthetic Dexron VI/Mercon LV Multi-Vehicle ATF. It declares, This uni-viscosity full synthetic fluid is a Universal Automatic Transmission Fluid that combines the benefits of a low and high viscosity formula.
BG Universal Synthetic ATF. BG Products calls it the superior choice to use in all passenger and commercial automatic transmissions, excluding continuously variable transmissions (CVTs) and those needing Type F fluids.
Theres also LubeGard Platinum universal ATF protectant. International Lubricants Inc., the maker, says this product is for use with any specified ATF recommended by the car manufacturer, such as OEM types and Dexron/Mercon ATFs. It adds a caveat regarding Ford Type F or CVT applications, but among other claims it says the product enhances Dexron III, VI/Mercon, V ATF to perform like (emphasis added) a highly friction modified ATF, such as: Honda Genuine ATF, Toyota Type T/TII/TIV, Mopar ATF+3 (7176), Mopar ATF+4 (9602), and all other highly friction modified ATFs.
Confused? You are not alone. With the growing number of lubricants labeled as universal products, many are eyeing and challenging the term. Does universal mean an oil meets the performance requirements for all cars and trucks on the road, or for most, or for many vehicles today? Further, is a product truly universal when it says it performs like…?
While the term universal certainly can be confusing, some go even further and call it misleading, especially when the product does not advise buyers about proper applications and limitations. Some products do, and some dont.
Next month, well continue exploring the universal world of lubricants. But first I have to call a plumber, because although the universal faucet handle I bought likely does fit most faucets, it did not fit mine and after trying to make it fit, the valve stem is now leaking.
Tom Glenn is president of the consulting firm Petroleum Trends International, the Petroleum Quality Institute of America, and Jobbers World newsletter. Phone: (732) 494-0405. E-mail: tom_glenn@petroleumtrends.com