#OURHISTORY

Dura Lube® is the premium brand for your engine. We don’t just treat the oil, we treat the engine. While the competition is cutting their bottle sizes and claiming to do more Dura Lube® still offers the same great product.


Originally introduced in 1986, Dura Lube® was intended as a special engine treatment for the trucking industry. Incredibly, the reports began to come in on Dura Lube's amazing attributes. Because of these reports, a decision was made to bring the product to the general automotive consumer market.

Dura Lube® was rolled out to the retail industry in the spring of 1993, and its popularity and loyal consumer base continues to thrive into its third decade of helping consumers maintain their family vehicles.   In 2005, Dura Lube® was purchased by Into Great Brands. Into Great Brands has expanded its brand appeal with continued innovative products in the Engine Treatment and Fuel treatment categories.