The oil industry is dominated by half a dozen huge companies. Yet despite their size, or perhaps because of it, they can be successfully challenged by smaller, efficient competitors. We have carefully crafted such a company, specialising in a core of high performance lubricants, plus the flexibility to meet individual needs with tailored products. Atlantic oil have aimed from the outset, an old fashioned marketing policy of "value for money". Service is also an important factor and everyone appreciates a warm and friendly response to their queries. Our philosophies have obviously struck a respondent chord with many Australians and sales have grown steadily year by year, mainly due to the best recommendation of all "word of mouth referral" by satisfied customers. Despite the slick pronouncements of current day "Business Gurus", it seems that the old fashioned principles of "service and value for money" are the most enduring.