• by Karl Greenberg , April 24, 2013

Synthetic motor oil company Royal Purple is extending a video program launched last year called "Outperformer," which focuses on successful racers and customizers of cars, bikes and just about anything with a big engine. They also use Royal Purple, which is hinted at in the videos.

The latest of the series focuses on engine builder, female racer and restoration shop owner, Nicole Lyons. The documentary video spotlights Lyons’ participation in the National Hot Rod Association (NHRA) and National Association for Stock Car Auto Racing (NASCAR). She is, per the company. the first African-American woman to race in the NHRA and American Drag Racing League Top Sportsman classes.

The video comprises stylized hyper slow-motion footage of Lyons’ dragster burning rubber, and of Lyons’ modifying cars, donning racing gear, and driving her own modified classic 60’s era muscle car. It also offers a take on her restoration business at her shop, Cole Muscle Cars, in Sylmar, Calif. The shop specializes in 1960-70 muscle cars and 1955-59 classic cars.   

The company says there will be two other mini-documentaries under the "Outperformers" series this year on the Royal Purple Web site, www.royalpurple.com, and on the company's YouTube channel. Royal Purple says it is promoting the videos, which average five minutes in length, with 15-second clips on television and online.

The company has done four videos so far for the series, which launched last July. The first featured 16-year-old NASCAR K&N Pro Series West Driver Dylan Kwasniewski, followed by custom motorcycle builder Roland Sands, and Marc Granet, who pilots the Miss Geico racing boat.   

“We received tremendous positive feedback with last year’s series spotlighting Dylan Kwasniewski, Roland Sands and Miss Geico Racing,” said Royal Purple Marketing Director Randy Fisher in a release. “We thought it was important to continue to identify other leaders within segments we’re a part of and show enthusiasts that Outperformers come in all shapes and sizes and from all walks of life.”

According to National Oil & Lube News, synthetics were 15% of the market last year -- up from 11% in 2011. Royal Purple is a niche player in a category dominated -- at quick-lube service centers -- by Mobil (which has over 40% share), Pennzoil, Castrol and Valvoline.