benz.com
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Benz.com: The Industrial Lubricant Giant Hiding in Plain Sight
A $57M revenue powerhouse that erased its own identity to become AMSOIL Industrial
Benz.com is the ghost of a former empire—Benz Oil—now fully absorbed into the AMSOIL Industrial brand. With 211 employees and $56.9M in revenue, this isn't a startup pivot; it's a strategic rebranding of a legacy industrial lubricant player.
"Benz.com isn't a website—it's a redirect to AMSOIL Industrial, signaling a complete corporate identity transplant."
The Identity Heist
Benz Oil didn't just rebrand; it executed a full digital migration. The domain benz.com now redirects to AMSOIL Industrial, with every page, login portal, and contact form living under the AMSOIL umbrella. This is a masterclass in brand consolidation—no half-measures, no legacy baggage. The old Benz Oil team? Now AMSOIL Industrial specialists, from Dixon Benz (President) to Nathan Houlton (Corporate Metalworking Fluids Specialist).
Revenue Without Visibility
Here's the paradox: a $57M company with zero measurable web traffic. Benz.com's direct traffic is invisible, organic search is N/A, and global rank is nonexistent. This isn't a failure—it's a signal. Their customers aren't browsing; they're calling. The 211 employees aren't managing SEO; they're managing industrial accounts, lubricant analysis, and exclusive service contracts. The website is a digital brochure for a business that runs on relationships, not clicks.
The tech stack tells a story of modernization without disruption. jQuery, Swiper, Tailwind CSS, Bootstrap, Ant Design, DaisyUI, and PWA support suggest a frontend overhaul—likely to align with AMSOIL's broader digital ecosystem. Cloudflare, Google Analytics, and Google Tag Manager are standard, but the absence of visible traffic data implies a closed-loop system: customers log in, don't browse. The blog at blog.amsoilindustrial.com and careers page at amsoil.com/careers are the only public-facing content, reinforcing that this is a B2B operation with a public-facing portal, not a content-driven marketing machine.
- Revenue model is B2B industrial contracts, not e-commerce
- Domain transition is 100% complete—no legacy pages remain
- Trust signals: Structured data (VideoObject, WebPage, BreadcrumbList) for SEO hygiene, even if traffic is private
- Team structure shows deep technical expertise: metalworking fluid specialists, lab technicians, financial analysts
Benz.com is a stealth giant
It proves that in industrial B2B, revenue isn't measured in clicks—it's measured in contracts, expertise, and the quiet efficiency of a complete brand migration.
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Benz Oil is now AMSOIL Industrial - AMSOIL Industrial
AMSOIL Industrial offers exclusive pricing, lubricant analysis and exclusive service. Explore our full product line and value-added services.
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About benz.com
AMSOIL Industrial offers exclusive pricing, lubricant analysis and exclusive service. Explore our full product line and value-added services.
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Technology Stack
benz.com uses 15 technologies across their website including Wistia, Font Awesome, Google Fonts, Ghost, and more.
Video
Wistia
Fonts
Font Awesome, Google Fonts
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Ghost
Cloud & Hosting
Cloudflare
Privacy & Consent
OneTrust
Analytics & Marketing
Google Tag Manager, Google Analytics
Traffic & Audience
benz.com receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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This page provides publicly available information about benz.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit benz.com directly at https://benz.com.