The Next Big (Little) Thing

by Ed Newman
AMSOIL Marketing & Advertising Manager
This article appeared in National Oil & Lube News, February 2005

In the sixties, whether you liked them or not, the Beatles made a big impact on the pop music scene. The doo-wop and be-bop days of the fifties were eclipsed by the British invasion, seemingly overnight. Even Elvis was jealous, relegated to B-movies and confusion about what his new role would be in the music world. The music scene would never be the same.

What's interesting is that the Beatles didn't just suddenly appear out of nowhere. The Fab Four had been making music together for years. This "overnight sensation" did not really happen overnight.

In fact, few "suddenly new" ideas are sudden when they become new. This is especially true when we review developments in the history of technology, whether it be satellite television, synthetic lubricants or the internet.

One of today's emerging technologies is so small it is literally amazing, but its impact is going to be so big we can't even imagine it right now. I am talking here about Nanotechnology. Trust me, we'll tie this in to the quick lube business before this column is through.

HOW SMALL IS SMALL?
According to the National Nanotechnology Initiative (NNI) nanotechnology is research and development that takes place at the atomic, molecular or macromolecular level, in the range of 1-100 nanometers. A nanometer is one billionth of a meter. To get an idea of this size (or lack of it) consider the width of a human hair as 80,000 nanometers.

It must be important because billions of dollars have been spent on nanotech research worldwide. Japan and China have made it a priority to be leaders in nanotechnology. And our own government has increased nanotech research funding nearly eight fold since 1997.

WHAT GOOD IS IT?
Products featuring nano-sized materials already exist. Many computer hard drives us thin layers of magnetic material that allow them to increase storage capacities. Land mine detectors and some solid-state compasses are already on the market.

Uses in the medical field include burn and wound dressings and a dental bonding agent. Stain free clothing and mattresses, sunscreens, cosmetics, water filters and ink are all becoming part of the world we live in. We're already finding lightweight, stronger tennis rackets being manufactured, as well as longer lasting tennis balls. (Tennis anyone?)

In the automotive sector his new technology is being incorporated into sensors and brain boxes in the newest cars. Nanotech is also being used in bumpers and catalytic converters as well as step assists on vans. By means of nanotechnology, paints and coatings on the vehicles themselves will make them more impervious to scratches, and protect against rust and corrosion.

NANOLUBES?
In December the website Israel21c.com printed an article by Bob Rosenbaum called "Israeli nano-lubricant could mean no more oil changes." Being in the oil change business, a title like that catches one's attention. Will nanolubes become an alternative to motor oil? Here are some notes from this article.

The author begins with this provocative notion: "Imagine buying a car and driving it for 10 years without once taking it for an oil-and-lube job. The engine won¹t even have a dipstick to check the oil." Obviously the author is not in the quick lube business.

The article is about a company called ApNano Materials, an Israeli tech firm that was recently cited by the investment journal Red Herring as one of the top 100 innovators that will drive global markets in 2005.

What the company has purportedly done is develop the world's first synthetic lubricant based on spherical inorganic nanoparticles. Like traditional lubes the aim of this new superlube is to reduce wear and friction between moving parts to enable more efficient operation and longer life. According to Rosenbaum, NanoLub spheres roll over one another like miniature ball bearings, staying cooler and maintaining their function longer. Their nano-sized scale supposedly allows them to slip into smaller spaces and avoid agglomeration. And it never breaks down.

The appeal of such a concept -- the perfect lube -- is considerable. Add to this the environmental benefits such as reduced energy consumption and less waste, and the interest in this concept becomes considerable. Can it work?

According to the article ApNano claims to have a partnership with Volkswagen to develop nano-based synlubes for its high end cars. The U.S. synthetic lube company Hatco has also entered into a relationship at this point to develop synlubes for aviation and refrigeration, among other applications.

WHAT DOES IT MEAN?
Nanotechnology is not Star Trek era science. Nanosized technology has been part of the lube industry since the introduction of synthetic motor oils which were essentially a molecular level development. The uniform structure of synlubes is what gives them many of their extreme performance benefits, including resistance to oxidation and cleaner operation.

Like any emerging idea it is impossible to predict what the real future direction will be as regards developments in this area. When AMSOIL introduced synthetic motor oils to the automotive market in 1972, the earth did not immediately shift on its access. Even when a major like Mobil stepped into the arena with its global marketing clout, the adoption of synlubes remained gradual.

Like the Beatles before they were on Ed Sullivan, synlubes have been building a loyal following, but have not yet garnered the market share that is their due. Other factors enter the equation such as price, availability and awareness.

In the 1980s there was discussion of ceramic engines that would be here be the early 21st century and eliminate the need for lubrication whatsoever. I don't see nanolube oils putting the oil change business into a storage closet any time soon. But then again, I'm the guy who when he saw the internet said, "No one will do this because those web pages download too slow." Hmmm.

Ed Newman is Marketing & Advertising Manager for AMSOIL INC.