Advance Auto Parts Launches Affordable Fluids Brand, ARGOS

Advance Auto Parts announced the launch of ARGOS—its newly owned oil and fluids brand—in a press release last week. The brand has been designed to meet growing consumer demand for high-quality, affordable auto care products.

ARGOS was developed after Advance conducted extensive customer surveys, market analysis, and field-testing. After Advance's research, it found that customers wanted a product that was affordable, reliable, and strong. 

“Affordability, reliability, and strength are the three clear priorities we hear from our customers when it comes to quality automotive products,” Bruce Starnes, executive vice president, chief merchant at Advance Auto Parts, said in a news release. “ARGOS delivers on those qualities. It’s a product line built for today’s drivers, DIYers, and professional technicians. We’re excited to help our customers’ cars last longer, for an affordable price.”

ARGOS will be available exclusively in all Advance and Carquest locations in the U.S. and online, starting with synthetic blend and full synthetic heavy-duty motor oil in mid-February. It will then be followed by passenger car motor oil in a variety of blends in early blends. A full portfolio will become available by May.