Unrecognized Opportunities in the
Diesel Market
by Ed Newman
AMSOIL Marketing & Advertising Manager
This article appeared in
National Oil & Lube News, June 2003
My first encounter with how
a diesel engine works was in Mexico, 1981. Diesel fuel was
quite a bit cheaper than gasoline and a lot of folks in
"the Valley" had diesels that they re-fueled across
the border. I was living in Monterrey and the head of the
orphanage had a green diesel pickup. I knew very little
about diesels at that time other than the fact that you
had to wait for the glow plugs to warm up before you tried
to start it.
Twenty-two years later and
diesel cars and trucks are everywhere now. There are over
1 million diesel powered trucks on the road today, in addition
to thousands of diesel powered automobiles, farm tractors,
buses, construction equipment, marine engines, and stationary
engines. Every one of them needs lubrication. Today more
than 215 million gallons of diesel engine oil is sold annually,
not including the 13.8 million gallons of factory fill.
Why do people buy diesels?
Are diesels better? Why do many people switch back to gasoline
engines? And finally, what does any of this have to do with
changing oil?
WHAT'S THE DIFFERENCE?
Both gasoline and diesel engines use a piston in an enclosed
cylinder to develop power. As the piston rises in the cylinder,
it compresses the space about it, generating heat. A mixture
of fuel and air in this compressed space is ignited, causing
it to burn and release gases. The gases expand, forcing
the piston down. This turns a crankshaft and generates power.
The difference between a gas and diesel engine is that in
a gasoline engine, fuel and air are pre-mixed before being
released into the cylinder. A spark plug ignites this fuel-air
mixture and away we go.
In a diesel engine, air alone is compressed, raising its
temperature. Fuel is then injected into the heated air,
causing ignition.
Between diesel engines, there's
also a difference in how fuel and compressed, heated air
are mixed before combustion. In most heavy-duty diesels,
air is compressed and fuel is injected right in the cylinder.
In most light-duty diesels, a small amount of heated air
is trapped in a pre-combustion chamber first. The fuel is
injected there, causing part of it to ignite. The ignition
then continues into the cylinder, where the rest of the
fuel mixes with the heated air and burns.
The advantages of a pre-combustion
chamber are quieter operation, more efficient combustion
of the fuel and lower exhaust emissions. In some applications,
pre-combustion chambers are used in heavy-duty diesel engines
as well.
WHY DIESELS ARE POPULAR
Diesels have been popular for a variety of reasons. There
was a time when diesel fuel was significantly cheaper than
gasoline and maybe some diesel owners hope it will be that
way again some day.
The primary reason people like
diesel engines is due to the way the engine delivers power.
Gasoline engines deliver their power at higher RPMs. Anyone
who ever burned rubber in a muscle car knows that you rev
it up before you pop the clutch. Diesels deliver their power
almost at idle. As a result diesels operate at lower engine
rpm and higher torque. Higher gear ratios can thus be used,
thereby improving power, efficiency, and fuel economy. Because
diesels generate peak power at lower rpm (2000-2100 for
diesel vs. 4000 rpm for gas engines), they have a much longer
service life.
The benefits of diesel engines
have made them the most common "workhorse" in
trucking, shipping, construction, farming and industry.
Their adaptability to automobiles and small trucks has proven
to be successful and today more and more light-duty vehicles
are being equipped with diesel engines.
DIESEL DRAWBACKS
Unfortunately, diesel engines are plagued by a host of disadvantages
as well, some of which can be used to advantage by an astute
quick lube operator.
First, diesels are notoriously sensitive to dirt and water
contamination. Impurities in diesel fuel can seriously affect
the efficiency of combustion. As a result, exhaust emissions,
especially smoke, are greater.
Cold temperatures are also a problem for diesels. Diesel
fuel will thicken or gel to the point that it will not flow
through the fuel system. Reduced cranking speed at cold
temperatures may produce insufficient heat during compression
to ignite the air fuel mixture. The engine is cold, fuel
is cold, air is cold, and your hands and feet are cold as
you try to figure out what to do next.
Although diesels are built
sturdier, when they do require maintenance they cost more
to repair. Replacement parts are more expensive, maintenance
costs higher, and qualified mechanics often hard to find.
This ties in with the broader frustrations associated with
the most basic services. Many places don't carry diesel
fuel. And many shops say, "No, we don't work on diesels."
Finally, there's the smell.
Possibly the number one reason people get rid of their diesels
is that they get sick of everything they own having a whiff
of diesel on it.
LUBE OPERATOR'S PERSPECTIVE
One thing you can do is recognize that diesels represent
a growing opportunity. Diesels have larger sump capacities
and require larger filters. You can make more profit from
some diesel filters than on your oil changes. To attract
these profitable diesel customers put out a sign that says,
"We Service Diesels." These people are already
frustrated finding basic services. Lure them in.
In addition to the usual need
for filters and wipers, diesel cars and trucks often require
fuel additives for improving operation. Become familiar
with the various products on the market that address the
diesel problems cited above. There are a number of products
out there that clean the fuel system, improve combustion,
reduce emissions and black smoke, reduce gelling and help
keep fuel stable in storage. To help raise the cetane numbers
in diesel fuel several companies sell a cetane booster fuel
additive. The key idea here is that there are products on
the market that address the problems inherent in diesels.
By becoming familiar with these issues you can meet a customer
need and profit from it.
Synthetic oils are another
way to improve diesel performance. We've noted that diesels
tend to be dirtier. Synthetic diesel oils tend to be formulated
with a stronger detergent dispersant additive package to
help address the extra soot and by-products of combustion.
Premium synthetic oils keep engines cleaner.
In addition, because of their
higher film strength synthetic lubes are better at handling
higher temperatures and loads.
For cold climate diesel owners
synthetic oils are almost a must. We mentioned earlier the
importance of starting speed. In frigid northern tier states
conventional lubes cause engine drag that almost cripples
the starting capabilities of a diesel. No one appreciates
the lower pour points of a synthetic oil more than diesel
owners.
Diesel pickup owners tend to
be performance minded. Carrying added products such as cetane
boosters, and premium synthetics will appeal to this consumer.
These are the "muscle cars" of the new millennium.