Advance Auto Parts Launches 'ARGOS'
Key Highlights
- The brand emphasizes three core qualities: affordability, reliability, and strength, aligning with customer priorities.
- Initial product launch includes synthetic blend and full synthetic heavy-duty motor oils, available mid-February.
- A comprehensive product portfolio will be available by May, expanding to passenger car motor oils and other auto care products.
- ARGOS will be sold exclusively at Advance and Carquest locations across the U.S. and online, ensuring wide accessibility.
Advance Auto Parts announced on January 6, 2026, the launch of ARGOS—its newly owned oil and fluids brand—that is 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,” said Bruce Starnes, executive vice president, chief merchant at Advance Auto Parts. “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.
