Advance Auto Parts announced the launch of ARGOS, a new private‑label oil and fluids brand, on January 6, 2026. The brand will be sold in all Advance and Carquest U.S. stores and online, with a full product portfolio expected by May 2026.
ARGOS will begin with synthetic blend and full synthetic heavy‑duty motor oil in mid‑February, followed by passenger‑car motor oil blends in early March. By May the line will include automatic transmission fluid, bulk fluids, gear oil, small‑engine oil and performance chemicals, targeting both do‑it‑yourself and professional customers.
The launch is part of Advance’s broader turnaround strategy, which has seen a 5.36% revenue decline and negative free‑cash‑flow in the past year. By adding a higher‑margin private‑label line, the company aims to improve margin contribution and capture market share from national brands, especially as the average age of vehicles on U.S. roads approaches 13 years and maintenance demand rises.
Executive Vice President and Chief Merchant Bruce Starnes said the brand was built on customer feedback that “affordability, reliability and strength” are the top priorities for automotive products. Starnes added that ARGOS will deliver on those qualities while keeping prices competitive with national brands.
Analysts have expressed mixed views on Advance’s recent earnings, but the ARGOS launch is viewed as a positive step toward margin expansion and a stronger competitive position in the aftermarket oil and fluids market.
The private‑label strategy follows a history of successful brands such as DieHard batteries and Carquest, and is expected to support the company’s efforts to close underperforming stores, optimize its supply chain and enhance profitability.
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