lubricants founded 1986 headquarters gahanna ohio usa key people william beichner ceo website http www.duralube.com the dura lube corporation was formed in 1986 originally intended as an engine additive for heavy duty trucks . the company gained wide exposure in the mid 90 s through infomercials and wide retail distribution of its engine and fuel additives . contents 1 products 2 additive controversy 3 settlement 4 ownership 5 references products edit today the company provides engine treatment products for gas and diesel applications and produces various engine fuel and transmission treatment products as well as industrial grease and exterior appearance products . 1 it offers its products online and through big box retailers like walmart and major automotive dealers like auto zone advance auto parts o reilly auto parts and pep boys . the company was founded in 1986 and is based in gahanna ohio . as of its acquisition on june 24 2005 2 dura lube corporation operates as a subsidiary of into great brands inc. 1 additive controversy edit dura lube was heavily marketed in the 1990s via television infomercials and print advertising . the company s advertising at that time made certain specific claims that provided quantitative performance comparisons of oils treated with company s product to untreated oils . in a case filed in 1999 the federal trade commission proved that the company did not have a reasonable basis to substantiate these claims based upon available testing . 3 settlement edit the company along with several others including valvoline engine treatment slick 50 engine treatment stp engine treatment and motor up corporation was investigated by the federal trade commission in 1999 2000 and was found to have no competent or reliable evidence substantiating these claims about its performance . 3 in march 2000 dura lube and competitor motor up both settled federal trade commission charges that performance claims for their engine treatments were deceptive and unsubstantiated . the two settlements barred false and unsubstantiated claims about the performance benefits efficacy or attributes of these products . in addition as one of several industry companies penalized by the ftc dura lube paid 2 million in consumer redress to be distributed by the ftc . the ftc had previously halted allegedly deceptive ads for prolong engine treatment valvoline engine treatment slick 50 engine treatment and stp engine treatment . 4 ownership edit as a result the original ownership filed bankruptcy and the company assets were sold to a venture capital group in columbus ohio named into great brands inc. 5 references edit a b businessweek . retrieved 9 december 2012 . after market news . retrieved 9 december 2012 . a b ftc . retrieved 10 december 2012 . ftc settlement . retrieved 10 december 2012 . dura lube acquisition completed aftermarket news . retrieved 18 july 2012 . retrieved from https en.wikipedia.org w index.php title dura lube & oldid 735498844 categories oil companies of the united statesfalse advertising navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages add links this page was last modified on 21 august 2016 at 04 43 . text is available under the creative commons attribution sharealike license ; additional terms may apply . by using this site you agree to the terms of use and privacy policy . wikipedia is a registered trademark of the wikimedia foundation inc. a non profit organization . privacy policy about wikipedia disclaimers contact wikipedia developers cookie statement mobile view