D-A Lubricant unveils new look for PennGrade motor oils
D-A Lubricant Company has unveiled a new look for its PennGrade® Passenger Car Motor Oil and PennGrade1® High Performance Oil, a first since D-A acquired the PennGrade name and logo in 2015 from ARG.
The PennGrade Passenger Car Motor Oil lineup is now color coded to clearly differentiate the viscosity grades between synthetic, full synthetic and premium full synthetic motor oils.
“The refresh on the labeling with the new color system makes it easier for the consumer to identify and differentiate between our good, better and best selection of motor oils for passenger cars,” said D-A Lubricant Owner and CEO Mike Protogere. “Depending on the consumer’s price point and what features they are looking for, they can choose the right D-A oil for their car.”
In 2015, D-A Lubricant Company, Inc. acquired the Brad Penn Finished Lubes division — including the iconic PennGrade 1 High-Performance Oil — from ARG, the former Kendall refinery in Bradford, Pennsylvania, U.S.A.
At the time of the purchase, the agreement between D-A Lubricant and ARG stated ARG would maintain the blending and packaging of the PennGrade 1 family of products for the short-term while D-A was adding the space and capabilities for two new packaging lines at its state-of-the-art facility in Lebanon, Indiana.
The plan also included a complete redesign of the bottles, labels and cartons for the entire line of products.
Operated in the U.S. for 100 years, D-A Lubricant is the first company ever to specialize exclusively in the manufacture and distribution of heavy-duty lubricants designed especially for heavy-duty equipment.
“D-A is already well-known and highly-regarded in the heavy-duty and construction industries, but we want our customers to understand the full breadth of our lubricants and related products, which also includes those for passenger cars,” Protogere said. “We take great pride in our robust product portfolio — from industrial and agriculture to mining, power generation, on-highway transportation and automotive — and want our customers to be more aware of all we offer to fill their lubrication needs.”
Also part of the branding refresh is an updated label for the iconic PennGrade 1 High-Performance Oil. The redesign helps differentiate PennGrade1 from the rest of the PennGrade family and acknowledges the importance of the Brad Penn logo.
“We want our customers loyal to the Brad Penn brand to know PennGrade 1 — The Original Green Oil — as well as the entire PennGrade 1 product line is the same product today as it has been for decades,” Protogere said. “It continues to use the unique Pennsylvania Grade base oil cut and the specially-selected high-zinc, high-phosphorus formulation that’s been known and trusted by high-performance engine builders and vehicle owners for decades.”
Family-owned and operated, D-A Lubricant is located in a state-of-the-art facility in Lebanon, Indiana, U.S.A., a 250,000-square-foot building with space for offices, blending, processing, packaging, a technical lab, rail loading and offloading and 14 dock doors. D-A produces engine oils, transmission lubricants, greases, gear lubricants, hydraulic oils, antifreezes, specialty products and industrial grade lubricants.
“D-A has a long history of quality, both in our products and our service,” Protogere said. “We believe this label refresh will create opportunities for a bigger on-shelf presence and awareness of the D-A brand to more customers across the country.”
