We hope your January is off to a fantastic start!

A few great Lucas Oil updates:

• The sales team held their annual sales meeting last week and is already making big moves adding new customers, partners and product lines!
• We currently have containers full of product heading to South America - a new market for us!
• We have started hiring for our new grease plant and are making great headway with our grease go-to-market strategy!
• We have a new feature on Paylocity - "Ask Morgan and Katie." This is your opportunity to ask questions and provide genuine feedback. We value your opinion and look forward to hearing what is on your mind. This is confidential - only Morgan and I will have access.

In our strategic plan presentation, we announced the Lucas Oil word of the year - together. Having a word of the year will help keep us focused and aligned and will be a constant reminder that we can accomplish big things if we work together! The entire leadership team has personal words of the year and Morgan and I wanted to share ours. My word of the year is steadfast. One of my favorite lines from a song I love says, "the storms may come and the winds may blow, but I remain steadfast."

• Professionally: I will be dependable, steady and constant. I am committed to consistency of character and the pursuit of good.
• Personally: I will have an unwavering dedication to my family. I am resolute in my faith.

Morgan's word of the year is rise.

• Professionally: I must rise above challenges and adversities to push through to the finish line to achieve success for our team.
• Personally: I must constantly pursue the elevation of my skills as a husband, father and leader to my family.

We encourage you all to pursue having a word of the year and as a little encouragement, if you send your word of the year with a brief explanation via email or "Ask Morgan and Katie" you will be entered into a raffle for an extra day of PTO!

We look forward to hearing your words!

In this TOGETHER,

Morgan and Katie

Meet your HR Team!

We've been strengthening the Human Resources Team Roster and would like to present your HR Starting Lineup – a group of enthusiasts with a mission to cultivate a workplace where every individual thrives. Our HR professionals are here to champion growth, inclusion, and success for our entire organization.

• Megan Burakiewicz – Coach (VP of Human Resources)
• Elsie King - Athletic Trainer (Manager of Human Resources)
• Amanda Kendrick - Scout (Human Resources Generalist)
• Megan Read - Utility Player (Senior Human Resources Generalist)
• Rae Anne Motsinger - Team Bookie (Payroll and Benefits Specialist)

Click Here to Read More

This month's product spotlight is one our Customer Service Team gets a lot of calls about. It's Winter and it's cold! Many call to ask about what products we have to alleviate a major cold-weather problem in the transportation industry: Diesel Fuel gelling/thickening.

Diesel fuel has a tendency to gel/thicken in colder temperatures, causing all sorts of trouble in diesel powered vehicles, especially semi-trucks. The main problem is the truck won't start or run because the fuel is so thick it can't pass through the filter and into the rest of the fuel system. This, in turn, leaves the driver stranded...not fun! This also causes problems for consumers. Think about how the items we buy get to the stores we shop at, even at the grocery stores. Yep, a semi delivers goods to all of them so if the semi will not start or run because it is so cold outside, we will not have what we need at the stores.

The good news is Lucas Oil Products has a solution to this problem.

Lucas Anti-Gel is a perfect product to prevent this issue and is amazingly easy to use. Our product was designed to help reduce the temperature at which the gelling/thickening will occur. It also contains a water dispersant to help keep small amounts of water suspended in the fuel, passing it through the system allowing it to turn into steam during combustion and out the exhaust. Another great point is the Lucas Anti-Gel is formulated without alcohol. We take great pride in formulating products that do not cause harm during use.

The best time to start using Lucas Anti-Gel is before it gets too cold because the product is designed for prevention, not to fix already gelled or thickened diesel fuel. The beauty with our product is one can start using it in late fall and use it each fill up through spring. This practice will ensure one will never experience any gelling or thickening problem with diesel fuel during the cold months.

Fun fact: during this cold snap, our team in Corydon is saving the day for our Lucas Cattle Ranch team in Cross Timbers, where they're suffering extremely cold temperatures and potential issues with their diesel-powered equipment. We're delivering Lucas Anti-Gel to them so that the operation can continue to run smoothly.

We have so many fantastic problem-solving products to offer our customers, it makes us proud each time we receive a call from a customer or a team member at a Lucas entity like the Ranch because we know we can offer a solution.

MAVTV Making Moves!

As we kick off 2024 with excitement and optimism about the road ahead, it’s important to celebrate our journey over the last 12-plus months.

2023 began as our year of “transformation” with new roles for the MAVTV team and alignment around an enhanced vision. Our focus is on becoming the “Home of Motorsports” with an expanded offering of the best live and delayed racing available, a strengthened line-up of build and enthusiast programming, and the creation and curation of new documentary programming about the drivers/riders, tracks, teams and races that inspire and shape the global culture of motorsports.

In service of our “North Star,” we restructured our schedule strategy to create several new destinations each day and week to focus our audience’s attention. This includes themed primetime blocks, a lunchtime block that samples primetime, and two weekend morning blocks - one for our builders and enthusiasts, the other for Monster Jam content. (2023 marked the first of a three-year deal for MAVTV to be the “Broadcast Home” of Monster Jam.)

This didn’t just make it easier for fans to watch their favorite shows and races, it enabled us to elevate promotion and branding, and established new opportunities to sell integrated packages to brands and businesses across the spectrum of the sport.

And the early results of the team’s work are in…

Last year, we increased our primetime audience 65%, reduced the average audience age by 8 years to 47, drew 54% more women, attracted new sponsors, expanded our distribution to 250M-plus devices worldwide, shifted perceptions within the industry prompting new partnerships, and materially improved the financial performance and trajectory of the business.

We roll into 2024, our “Year of Stability and Growth,” with a robust sense of purpose powered by clarity about our mission, alignment on a growth plan, improved and fluid communications, and the confidence that by working together we will achieve unprecedented success for the business.

Click here to view the video

Video password: MAVTV2024

We are thrilled to announce a significant milestone in our brand's journey. We have developed a new shield logo and text logo that reflect the rich history of our brand while incorporating modern design elements with highly readable branding.

The Shield Symbolizes Trust and Protection: The open shield design retains the iconic shield shape, a testament to our enduring promise of protection, signifying the resilience and durability engineered into every premium Lucas Oil product. The shield will also be integrated as a design element to allow for lifestyle visuals to focus front and center with the idea of protection, creating an emotional connection and embodying the values, aspirations, and attitudes of our target audience.

Evolving, Not Retiring: It’s important to note that we are not retiring our original LOP shield logo; we are evolving it. The shield has been a constant in our history, and its evolution reflects an option for modernizing our look while still preserving our heritage.

Bold, Versatile and Readable Text Logo: Our text logo will become more prominently used - it's bold, easily readable from a distance, modern and accentuates brand recognition. As our primary logo for visibility, it is designed to make a statement, be versatile across a broad range of placements and have immediate recognition.

Our Lifestyle Approach - Connecting with Consumer Passions. Our new branding visual strategy goes beyond aesthetics; it encapsulates our lifestyle approach in both visuals and messaging. This evolution is about connecting more deeply with consumer interests, protecting what they value, and exemplifying a true lifestyle brand that resonates with families, enthusiasts, and value conscious buyers.

We are focused on telling a clear and compelling story: communicating our superior solutions for everyday problems and enhancing valued assets; and ensuring a smooth journey and enduring performance for every customer who chooses Lucas.

You have seen the new branding roll out through LucasOil.com, sales materials and ads. We’re excited for you to now understand the why and stay alongside with us with the latest look of Lucas. This is a huge milestone, and we have high expectations for the brand’s impact in 2024 – staying true to our roots while adapting to new opportunities for growth.