“If Motors Could Speak”: The Oilzum Story

In 1888, F.W. White & H.P. Bagley of Worcester, MA founded the White & Bagley Company. Oilzum was born in 1905, it was one of the first major ‘brands’ of motor oil. The original logo included a buck-toothed boy, lasting all but a few years, before metamorphosizing into ‘Oswald the chauffer”.

Their catch phrase “if motors could speak, we wouldn’t need to advertise”, carried the company forward into the 20th century. Oilzum soon became a household name, and was recognized for its quality as a lubricant. White & Bagley spared no expense when it came to research and development. State of the art laboratories gave birth to what many motor enthusiasts claimed was “ the highest quality motor oil in the market”.

Highlights and achievements included a 1906 claim to a 127 mph land speed record, as oilzum assisted the Stanley Steamer to an unheard of speed at that time. In 1912, Crystal Oilzum was introduced, propelling more winning cars in the Indianapolis 500 than any other lubricant.

Advertising drove this brand into homes across the country. As the population grew, so did Oilzum. You cannot go anywhere today without seeing a vintage piece of Oilzum at some gas & oil trade show, flea market, or e-commerce platform. Whether it be a clock, thermometer, porcelain sign, or a 2 quart can of bar and chain oil, oilzum’s presence is still in demand and undeniable as one of the leading names in their respective field of collectibles.

Besides motor oil and the like, Oilzum also made fabric cleaner and hand-cleaner products. Their product, “cleanzum” is a very sought-after and hard-to-find collectible that comes to market every so often. If you happen to see one in decent condition, and at a fair price, buy it!

Alas, in 1986 Drydene Oil purchased the Oilzum brand. The classic design and familiar face of “oswald” lives on however. The logo proudly displays itself even today, on boxes of Oilzum in the 21st century, just as it did 120 years ago.

But if motors could speak, you’d already know all of this.