Advance Auto Parts has launched ARGOS, a new owned brand of oils and automotive fluids positioned to serve both do-it-yourself customers and professional installers seeking a combination of quality and value. The company said the program was developed using market research and feedback from customers and technicians, with the product line built around expectations for affordability, reliability, and performance.

Advance noted that the U.S. vehicle parc continues to age, supporting ongoing demand for routine maintenance products. ARGOS is intended to offer a competitively priced alternative within Advance and Carquest channels, while meeting common performance requirements for today’s passenger car and commercial applications.

Rollout timing and product scope

The company outlined a phased rollout beginning in early 2026, with additional categories added through the spring. The portfolio is expected to include passenger car motor oils, heavy-duty engine oils, and a broader set of service-fill fluids.

• Mid-February 2026: synthetic blend and full synthetic heavy-duty motor oil
• Early March 2026: passenger car motor oils in multiple viscosity grades
• By May 2026: expanded offerings including automatic transmission fluid, gear oils, bulk fluids, small engine oils, and performance chemical products

Channel strategy

ARGOS products will be offered through Advance Auto Parts’ retail locations and e-commerce platforms, including the Advance and Carquest store networks. The launch continues a broader private-brand strategy aimed at expanding value-driven choices while supporting technician and consumer needs in a highly price-competitive aftermarket.