DuraMAX

What DuraMAX does

DuraMAX is a brand of automotive vehicle maintenance products — including full synthetic, synthetic blend, and high mileage motor oils, transmission fluids, gear oils, antifreeze and coolants, cabin/oil/air filters, and wiper blades — owned and distributed by RelaDyne, LLC. Founded around 2012 and built specifically for the professional installer channel, DuraMAX is the #1 best-selling oil brand among quick lube operators according to the NOLN Fast Lube Operator Survey, a position it has held since 2018. The brand's product portfolio spans tiered motor oil lines (XLT Advanced Synthetic, XLT Euro Advanced Synthetic, Full Synthetic including dexos1 and dexos D diesel variants, High Mileage, Synthetic Blend), complemented by the High Mileage Booster additive, multiple ATF and CVT transmission fluids, gear oils, and supporting filter and wiper lines.

The business model is B2B2C physical goods distribution. DuraMAX does not sell direct to end consumers; it sells through a network of Authorized Installers and large automotive service chains, leveraging RelaDyne's distribution platform of 190+ direct distribution centers, 2,300+ delivery vehicles, and coverage across 45+ U.S. states. Key channel partners include Meineke (800+ franchised locations across the U.S. and Canada) and Sun Auto Tire & Service (475+ managed locations), both on multi-year preferred supplier agreements. Revenue is generated primarily through wholesale product sales, with the DOLLAR$ loyalty program (rebates up to $18 per oil change, paid as a check to the installer) serving as a retention and demand-generation layer rather than a separate revenue stream. Supporting customer-facing tools include a 10-year, up to 500,000-mile Engine Protection Warranty, a Lube Advisor vehicle-fitment lookup, and a Filter & Wiper Lookup mobile app.

Go-to-market is heavily concentrated in motorsport sponsorships as brand-building media — DuraMAX is the primary entitlement sponsor of the NASCAR Cup Series race at COTA (DuraMAX Texas Grand Prix Powered by RelaDyne), and maintains partnerships with Andretti Autosport in INDYCAR, Spire Motorsports in NASCAR, Shark Racing in World of Outlaws, and 23XI Racing. The brand is U.S.-anchored with stated North American reach via the Meineke partnership; no standalone revenue figures are disclosed because DuraMAX is not a separate legal entity from RelaDyne, LLC.

Name

DuraMAX

Legal name

DuraMAX (brand of RelaDyne, LLC)

Website

https://duramax.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

DuraMAX is a brand of automotive vehicle maintenance products — motor oils, transmission fluids, filters, and wiper blades — owned by RelaDyne and distributed through authorized installers and large automotive service chains across 45+ U.S. states. It serves professional installers and individual vehicle owners.

Ownership category

akta.pro rank

Product category

Automotive Lubricants and Filters

NAICS

Motor Vehicle and Motor Vehicle Parts and Supplies Merchant Wholesalers (4231)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL)

akta.pro secondary industries

Maintenance, service & repair (MSR) parts distribution (filters, belts, hoses, wipers, fluids) (CRAOANAB), Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK)

Keywords

• Automotive lubricants
• Motor oil products
• Transmission fluids
• Oil filters
• Vehicle maintenance products

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Automotive Maintenance Products Sales: DuraMAX generates revenue through the sale of motor oils, transmission fluids, gear oils, antifreeze/coolants, filters, and wiper blades through a network of authorized installers and automotive service chains.
2. DOLLAR$ Loyalty Program: The DOLLAR$ program provides certificates (checks) to customers who purchase qualifying DuraMAX oil change services from authorized installers. Certificates are payable to the installer and redeemable for future services, creating customer loyalty and repeat business.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

DuraMAX manufactures and distributes a comprehensive line of automotive maintenance products including motor oils (full synthetic, synthetic blend, high mileage), transmission fluids, gear oils, antifreeze/coolants, oil filters, cabin air filters, air filters, and wiper blades. The products are sold through a national network of authorized installers and large automotive service chains, supported by parent company RelaDyne's distribution infrastructure of 190+ centers and 2,300+ delivery vehicles across 45+ U.S. states.

Product overview

DuraMAX is a comprehensive line of high-quality vehicle maintenance products consisting of multiple product categories. The core product line includes motor oils available in several tiers (XLT Advanced Synthetic, XLT Euro Advanced Synthetic, Full Synthetic including dexos1 variants, High Mileage formulations, and Synthetic Blend), complemented by the High Mileage Booster additive. Supporting product lines include transmission fluids (Global Synthetic ATF, Multi-Purpose ATF, DEXRON-VI ATF, and CVT Fluids), gear oils (Conventional and Full Synthetic), antifreeze and coolants (Conventional and Extended Life), wiper blades (UltraVISION+ and ClearVISION), and filters (Cabin Air Filters, Oil Filters, and Air Filters). Beyond the physical product portfolio, DuraMAX offers a suite of customer programs including the DOLLAR$ loyalty/rebate program, a 10-year/500,000-mile Engine Protection Warranty, a Filter & Wiper Lookup Mobile App, and a Lube Advisor tool for product-vehicle matching. The brand is powered by RelaDyne and has achieved recognition as the best-selling oil brand among quick-lube operators since 2018 according to NOLN surveys.

Differentiator

Problem solved

Functional benefit

Brands

• XLT Advanced Synthetic: Premium synthetic motor oil line offering advanced performance for modern gasoline powered engines
• XLT Euro Advanced Synthetic
• Full Synthetic
• Full Synthetic dexos1
• High Mileage
• Synthetic Blend
• UltraVISION+
• ClearVISION

Products and services

• XLT Advanced Synthetic Motor Oil Premium synthetic motor oil offering advanced performance for gasoline-powered engines in cars, SUVs, light trucks, and vans, providing superior engine protection under any driving condition.
• XLT Euro Advanced Synthetic Motor Oil Advanced synthetic motor oil formulated with extreme lubrication technology specifically designed for European vehicles, including cars, SUVs, light trucks, and vans.
• Full Synthetic Motor Oil Full synthetic motor oil providing superb performance for gasoline-powered cars, SUVs, light trucks, and vans, delivering engine protection to maximize performance and power.
• Full Synthetic dexos1 Motor Oil Full synthetic motor oil meeting dexos1 specifications for GM vehicles, providing advanced engine protection and performance.
• Full Synthetic dexos D Diesel Motor Oil Full synthetic motor oil formulated for diesel engines, meeting dexos D specifications for GM diesel applications.
• High Mileage Motor Oil Motor oil specifically formulated for vehicles with high mileage, providing advanced protection for engines with over 75,000 miles.
• Synthetic Blend Motor Oil Synthetic blend motor oil offering advanced protection for today's driving conditions, combining conventional and synthetic base oils for improved performance.
• High Mileage Booster Additive supplement designed for high mileage vehicles to help restore engine performance and provide additional protection for older engines.
• Global Synthetic ATF Full synthetic automatic transmission fluid designed for use in a wide range of vehicle applications requiring ATF.
• Multi-Purpose ATF Automatic transmission fluid suitable for multiple vehicle applications, providing reliable transmission operation and protection.
• DEXRON-VI ATF Automatic transmission fluid meeting DEXRON-VI specifications for GM vehicles with newer transmission requirements.
• CVT Fluids Continuously Variable Transmission fluid designed for vehicles equipped with CVT transmissions.
• Conventional Gear Oils Conventional gear oils for manual transmissions and differentials requiring gear lubrication.
• Full Synthetic Gear Oils Full synthetic gear oils providing superior protection and performance for transmissions and differentials.
• Conventional Antifreeze & Coolants Conventional antifreeze and coolant products for engine temperature regulation and protection.
• Extended Life Antifreeze & Coolants Long-life antifreeze and coolant formulations providing extended protection intervals for modern engines.
• UltraVISION+ Wiper Blades Premium wiper blade product line providing enhanced visibility and wiping performance.
• ClearVISION Wiper Blades Wiper blade product line designed for clear visibility and reliable wiping in various weather conditions.
• Cabin Air Filters Cabin air filters designed using Original Equipment direct-fit programs to ensure perfect fit, featuring advanced electrostatic and carbon media to capture even the smallest particles.
• Oil Filters Oil filters manufactured to ISO/TS 16949 standards with durable 0.6mm steel can construction, thermally treated steel tension spring, premium steel end cap, optimized filter media, robust base plate, and high-quality rubber gasket tested to international standards.
• Air Filters Air filters incorporating advanced high-efficiency filtering media designed to provide superior filtration and protection for modern vehicles, with over 450 part numbers available.

Quantifiable outcome

• DuraMAX ranked #1 in all motor oil categories surveyed - 35% synthetic, 34% high mileage, 36% synthetic blend (NOLN 2020)
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Speedway MotorsportscoreGTM or Marketing Partner · 1 March 2025Multi-year agreement branded the NASCAR Cup Series race at Circuit of The Americas (COTA) as the DuraMAX Texas Grand Prix. DuraMAX served as primary entitlement sponsor for the March 1, 2026 race.
• Sun Auto Tire & ServicecoreChannel Partner/ Reseller/ Distributor · 25 July 2024RelaDyne announced multi-year agreement to supply DuraMAX lubricants and ancillary products to Sun Auto Tire & Service's network of over 475 managed locations across the United States. Products include motor oils, filters, and wiper blades through the DuraMAX DIRECT program.
• Meineke Dealers Association and Meineke Dealers Purchasing Co-op Inc. (MDPCI)coreChannel Partner/ Reseller/ Distributor · 1 January 2020DuraMAX, powered by RelaDyne, announced preferred partnership to supply over 800 franchised Meineke locations in the U.S. and Canada with automotive maintenance products. The partnership provides comprehensive product supply including motor oils and ancillary products.
• Andretti AutosportcoreGTM or Marketing PartnerDuraMAX has partnered with Andretti Autosport in NTT INDYCAR SERIES since 2017. DuraMAX branding appears on the AutoNation Honda No. 27 driven by Kyle Kirkwood during Indianapolis 500 and Music City Grand Prix events. Partnership expanded through 2024 season.
• Spire MotorsportscoreGTM or Marketing PartnerRelaDyne partnered with Spire Motorsports to showcase DuraMAX and Drydene brands on Corey LaJoie's No. 7 Chevrolet Camaro ZL1 in the DuraMAX Drydene 400 presented by RelaDyne at Dover Motor Speedway.
• Shark Racing (Logan Schuchart)coreGTM or Marketing PartnerRelaDyne extended partnership with World of Outlaws Sprint Car driver Logan Schuchart and Shark Racing. DuraMAX and Drydene branding appears on Sprint cars competing on dirt circuits across the United States. Schuchart won the Eldora Million in 2023 driving for the team.
• 23XI RacingminorGTM or Marketing PartnerNASCAR Cup Series team co-owned by Michael Jordan and Denny Hamlin. Tyler Reddick drove the DuraMAX-sponsored entry to historic wins in 2026.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mobil 1 (ExxonMobil): Mobil 1 is the dominant premium full-synthetic motor oil brand in the U.S. and a direct DuraMAX competitor across synthetic motor oils, with extensive OEM relationships, motorsport sponsorships, and broad retail and installer distribution.
• Pennzoil (Shell): Pennzoil is a major synthetic and conventional motor oil brand that competes directly with DuraMAX in the U.S. quick-lube and installer channels, leveraging Shell's national distribution and Jiffy Lube service network.
• Lucas Oil: Lucas Oil is a U.S. lubricants and additives brand with heavy motorsport marketing emphasis (NASCAR, NHRA, off-road), comparable to DuraMAX's racing-led brand strategy and overlapping in motor oils, additives, and installer sales.
• Valvoline: Valvoline is a direct competitor in the U.S. motor oil and lubricant market, serving the same installer and quick-lube channels as DuraMAX, and notably also operates its own chain of service centers (Valvoline Instant Oil Change), making it both a supplier competitor and a downstream channel alternative.
• Castrol (BP): Castrol is a global premium motor oil brand competing head-to-head with DuraMAX in synthetic motor oils, with strong NASCAR and motorsport marketing and broad installer/service-channel distribution in North America.
• Quaker State (Shell): Quaker State is a long-standing U.S. conventional and synthetic-blend motor oil brand competing in the same installer, mass-retail, and quick-lube channels where DuraMAX holds its #1 ranking.
• Royal Purple (Calumet): Royal Purple is a premium synthetic motor oil and lubricant brand distributed through installer and retail channels, directly comparable to DuraMAX's premium XLT synthetic line in performance positioning and target installer customer.

Emerging players

• K&N Engineering: K&N is a U.S. performance filtration brand (oil, air, cabin air filters) directly comparable to DuraMAX's filter portfolio, distributed through installer, retail, and enthusiast channels.
• Prestone: Prestone is a leading U.S. antifreeze/coolant brand with a partial overlap to DuraMAX's antifreeze product line and broad installer and retail distribution in the same automotive maintenance category.

Regional players

• Motorcraft (Ford): Motorcraft is Ford's OEM parts brand covering motor oils and filters, competing with DuraMAX in the U.S. installer and dealer channel, primarily within Ford-dealer and Ford-affiliated service networks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DuraMAXOil
• Facebookfacebook.com/DuraMAXOils
• LinkedInlinkedin.com/company/reladyne-llc
• Instagraminstagram.com/duramaxoil

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DuraMAX