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We are the North American distributor for Millers Oils, an advanced, high end oil for automotive applications. Oil will be priced at a premium, target customers will be automotive race teams, both professional and amateur.
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Product is high end, and advanced. Some of the product line uses nanotechnology (the high end of the high end). Demographics of base is largely professional, very competive personality. Attributes of product are two-fold, improved performance and durability. Target is intended for use in race cars.