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2015 National Sales MeetingRetail & Commercial SalesMarch 24th – 26th

Houston, Texas

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Value Proposition

⇨ Leading edge technology

⇨ No ‘me-too’

⇨ Strategic distribution

⇨ Brand mystique

⇨ Turns and earns

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Sales by Segment

Auto Retail

Mass Merchant

E-Tail

Traditional

Powersports

Performance

19.7%

9.7%4.1%

45%

5.9%

15.7%

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Retail Partners

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E-Tail Partners

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Traditional Distribution Partners

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Private Label Partners

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Powersports Distribution Partners

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Total Retail: +64.7% Since Acquisition

Keys to Success:

⇨ RP Line Expansion (chemicals, filters, HMX)

⇨ Prospecting Private Label Opps

⇨ Focus on entire CLMT portfolio

⇨ Aggressive Promotions

⇨ Leveraging Marketing

⇨ Sales Team

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Engine Oils

⇨ SAE Engine Oils⇨ HMX High Mileage ⇨ HPS High Performance⇨ HPM Marine⇨ Max Cycle 4C⇨ HP 2C⇨ Snow 2C⇨ Break-In ⇨ XPR Extreme Performance

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Gear and Transmission

⇨ Max Gear

⇨ HPM Marine

⇨ Max ATF

⇨ Racing ATF

⇨ Synchromax

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Specialty Chemicals and Lubricants

⇨ Purple Ice⇨ Royal Flush⇨ Max Clean⇨ Max Tane⇨ Max Boost⇨ Max EZ⇨ Max Tuff⇨ Gun Oil⇨ Maxfilm⇨ Max Chain⇨ Ultra Performance Grease

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Max Atomizer FIC

⇨ $200M Category

⇨ Class leading technology

⇨ Raises the bar for the category

⇨ Aggressive price point

⇨ Launched 3/1/15 in9400+ stores

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⇨ Mighty PL expansion

⇨ OAP chem adds

⇨ AZO chem adds

⇨ OAP filter program

⇨ Duralec line

⇨ AAP commercial

2015

Paths to Success in 2015

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Private Label Opportunities

1M gal packaged lubes and performance chem

10M gal packaged lubes and performance chem 9.8M gal packaged lubes and performance chem

8M gal packaged lubes and performance chem 1.3M gal packaged lubes and perf chem; H&BA

500k gal packaged lubes and performance chem

300k gal packaged lubes and performance chem

100k gal packaged lubes and perf chem + HB&A

300k gal in packaged lubes and performance chem

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2015 National Sales MeetingNathan Hively – E-Tail & Mass MerchantMarch 24th – 26th

Houston, Texas

OVERVIEW

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• Account Types

• Channel History

o Accounts and Consumers

• Marketing Initiatives

o Past and Current

o Consumer Experience & Response

• Cross Selling Opportunities

ACCOUNT TYPES

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1. PERFORMANCE

2. E-TAIL

3. MASS MERCHANTS

CHANNEL HISTORY - PERFORMANCE

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• PERFORMANCEo Retail Origin 16 yrs.o Original adopterso High Performance and Racingo Focus on supplying Installers

and independent retail shopso In recent years performance

minded consumers are utilizing premium products in their non-performance vehicles

o KEYSTONEo JEGS

CHANNEL HISTORY – E-TAIL

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• E-TAILo Direct relationship 3 yrs.o DIY premium shoppero Full Retail product

assortment o Decline in performance

shops created supply chain void

o Filling the supply gaps 3 yrs.

o AMAZONo SUMMIT*o *Early adopter

who has transitioned to E-Tail

CHANNEL HISTORY – MASS MERCHANTS

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• MASS MERCHANTSo Direct relationships 3 yrs. o Traditional Market Patho 80/20 Rule o Focus only on the 80o High volumeso Small SKU assortmento Product purchased for

everyday vehicleso Chemicals are very

popular

o CANADIAN TIRE o ACADEMYo WALMART o HEB

AMAZON – E-TAIL

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• Full Retail product assortment

• Dynamic Marketing • Any product or combination • Any duration

• Detailed Analytics • Daily Scorecard available on Vendor Central

• Aggressive Growth Curve• 81% Growth with 10 months of shipping ’14 • Repeatable for 3-5 years

SUMMIT – E-TAIL

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• Founded in 1968

• E-Tail launched in 1997

• Full Retail product assortment

• Aggressive Growth Curve

• 66% Growth with 10 months of shipping ’14

• Expecting additional 40% in 2015

WALMART – MASS MERCHANT

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LW $ Rank Descriptions ARP

ARP % Chg vs

Prior Wk

$ % Chgvs YA

$ % Chg vs. Prior

WkUnits

UNIT % Chg

vs YA

$ % ChgL4W vs

P4W

$ Sales L52W

UNIT Sales L52W

UNIT % Chg L52W

1 ROYP SYN 5Q 5W30 SN $37.86 0.0% 218.9% 17.7% 1,681 219.0% 24.8% $2,095,762 55,286 #N/A2 RP MAX CLEAN $13.98 0.1% 205.1% 12.9% 3,147 203.2% 7.8% $1,872,107 133,967 #N/A3 ROYP SYN 5Q 10W30 SN $37.84 -0.1% 220.2% 26.8% 1,008 218.0% 11.9% $1,300,665 34,282 #N/A4 ROYP SYN 5Q 5W20 SN $36.35 0.7% 364.2% 23.9% 1,041 384.2% 13.4% $1,148,344 30,446 #N/A5 ROYP SYN 1Q 5W30 SN $8.69 0.0% 22.9% 5.5% 3,043 23.0% 10.9% $1,073,243 123,327 365.2%6 ROYP SYN 1Q 10W30 SN $8.71 0.4% 9.5% 15.4% 2,107 9.5% 2.5% $813,588 93,402 502.4%

• Direct relationship started February ‘14

• 5-Quarts added Mar. ’15

• Forecasted $10.5M• Currently trending

30% above forecast

MARKETING INITIATIVE – PAST

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• Oil Change Special – All Channels

• 2 for $20, Max Clean & Purple Ice – Amazon

• Buy Diesel oil get Max Tane – Amazon

• Buy 20 cases get free Metal Rack – Keystone

MARKETING INITIATIVE – CURRENT

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Amazon

• Ultimate Oil Change, Aprilo Buy 5 Quarts get free filter

• Ready to Ride, Aprilo Buy any Max Cycle get Max Chain

• Summer Tune, Julyo Max Clean, Royal Flush, Purple Ice

• Ultimate Oil Change, Julyo Buy 5 Quarts get free filter

MARKETING INITIATIVE – CURRENT

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Keystone• Sales Incentive

a.Sales contest for applicable sales reps to be paid for highest $ lift vs. previous year in RP line sales on a quarterly basis.

b.Runs Quarterly

• A&A Store Ed Cap and Sales Contest #1a.Each A&A location to install RP end cap, window

sign, inclusion in consumer ads and sales contest / spiff for store personnel (KAO funded)

b.Starts 4/6/2015 & 7/13/2015

CONSUMER EXPERIENCE & RESPONSE

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Takeaways

• Shoppers like to be rewarded for existing behavior

• 2 for $20 saw a 280% spike in purchases

• Ultimate Oil Change consistently gives 200% lift

o After promotion maintains 180% lift

• Royal Purple shoppers are brand loyal

o Complementary product promotions typically

have the highest response rates

CROSS SELLING OPPORTUNITIES

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Canadian Tire Corporation

• Private Label

o 2.2M+ Liter opportunity

o Supply Chain reliability main hindrance

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2015 National Sales MeetingAaron Sanders - PowersportsMarch 24th – 26th

Houston, Texas

POWERSPORTS – NORTH AMERICA

POWERSPORTS OVERVIEW

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1. Market Structure

2. Key Customers

3. Product Overview

4. Growth Strategy1. Branded Products2. Private Label

MARKET STRUCTURE

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OEM National and Regional Distributors

Franchise Dealers

Independent Dealers Service /

Repair Shops

CONSUMERS

Manufacturers

MARKET STRUCTURE

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Automotive and Industrial Distributors

National Retailers and Etailers

Powersports Dealers

CONSUMERS

Manufacturers

KEY CUSTOMERS

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Tucker Rocky: • Strong personal and business relationships• Leader in the Metric market, and a distant 2nd in the V-Twin

market

Le Mans:• Former leader in the Metric market now close competition with

WPS for 2nd• Still by far the leader in V-Twin market

WPS: • Strong in snow and watercraft markets• Aggressive strategy

These 3 distributors account for 70% of our Powersports sales in North America

PRODUCT OVERVIEW

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4 Stroke Engine Oils

Bel-Ray• EXS Synthetic Ester 4T Engine Oil

‒ 5W-40 - 10W-40 - 10W-50 - 15W-50• EXP Synthetic Ester Blend 4T Engine Oil

‒ 10W-30 - 10W-40 - 15W-50 - 20W-50

• EXL Mineral 4T Engine Oil‒ 10W-40 - 20W-50

PRODUCT OVERVIEW

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4 Stroke Engine Oils

Bel-Ray• Thumper Racing Synthetic Ester Blend 4T Engine Oil

‒ 10W-40 - 15W-50• Friction Modified Thumper Racing 4T Oil (engine only)

‒ 10W-30 - 10W-40• Works Thumper Racing Synthetic Ester 4T Engine Oil

‒ 10W-50 - 10W-60

PRODUCT OVERVIEW

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4 Stroke Engine Oils

Bel-Ray• V-Twin Mineral Engine Oil

‒ 20W-50• V-Twin Semi-Synthetic Engine Oil

‒ 20W-50• V-Twin Synthetic Engine Oil

‒ 10W-50

PRODUCT OVERVIEW

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4 Stroke Engine Oils

Bel-Ray• ATV Trail Mineral 4T Engine Oil

‒ 10W-30 - 10W-40

• Scooter Synthetic Ester Blend 4T Engine Oil‒ 5W-40 - 10W-30

Royal Purple• Max-Cycle

‒ 10W-30 - 10W-40 - 20W-50

PRODUCT OVERVIEW

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2 Stroke Engine Oils

Bel-Ray• H1-R Racing 100% Synthetic Ester 2T Engine Oil

• MC-1 Racing Full Synthetic 2T Engine Oil

• Si-7 Synthetic 2T Engine Oil

• SL-2 Semi-Synthetic 2T Engine Oil

PRODUCT OVERVIEW

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2 Stroke Engine Oils

Bel-Ray• 2T Mineral Engine Oil

• Scooter Semi-Synthetic 2T Engine Oil

Royal Purple• Snow 2-C

• HP 2-C

PRODUCT OVERVIEW

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Gear Oil

Bel-Ray• Gear Saver Transmission Oil

‒ 75W - 80W

• Thumper Gear Save Transmission Oil‒ 80W-85

• Gear Saver Hypoid Gear Oil‒ 80W-90 - 85W-140

PRODUCT OVERVIEW

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Gear Oil

Bel-Ray

• Gear Saver Synthetic Hypoid Gear Oil‒ 75W-90 - 75W-140

• Big Twin Transmission Oil

• Sport Transmission Fluid

• Primary Chaincase Lubricant

PRODUCT OVERVIEW

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Gear Oil

Royal Purple

• Max-Gear‒ 75W-90 - 75W-140

• Synchromax

PRODUCT OVERVIEW

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Service Products

Bel-Ray• High Performance Fork Oil

‒ 2.5W - 5W - 7W - 10W - 15W - 20W - 30W• HVI Racing Suspension Fluid

‒ 3W - 5W - 10W - 15W• Super DOT 4 Brake Fluid• Silicone DOT 5 Brake Fluid• Racing Brake Fluid• Foam Filter Oil• Fiber Filter Oil

PRODUCT OVERVIEW

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Service Products

Bel-Ray• Foam Filter Cleaner & Degreaser• Super Clean Chain Lube• Blue Tac Chain Lube• 6 IN 1• Moto Chill Racing Coolant• Assembly Lube• Waterproof Grease• Contact Cleaner

PRODUCT OVERVIEW

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Service Products

Bel-Ray• Chain Cleaner• Silicone Detailer and Protectant Spray• Bike Wash• All in One Fuel Treatment

Royal Purple• Max-Chain• Maxfilm• Royal Flush

PRODUCT OVERVIEW

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Service Products

Royal Purple• Purple Ice• Max Atomizer• Max Boost

GROWTH STRATEGY

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• Bel-Ray• Will continue support in the US with current partners• Working with partners in Canada and Mexico on new

strategies to increase sales • Royal Purple

• Working with Tucker to increase inventory and number of SKUs

• Working with LeMans to pick up the line

• Other Branded Products• Have interest from several distributors on Tru-Fuel and

should have customers stocking by the end of Q2 early Q3

Branded Products

GROWTH STRATEGY

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• 2014 closed and started producing Tucker Rocky house brands, Twin Power and BikeMaster

• In late 2014 we added several new products to expand the

lines, first shipment will go out in Q2 of 2015

• In late 2014 closed J&P private label with first product

shipped in Jan 2015

Private Label

GROWTH STRATEGY

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• Working with Yamaha, Kawasaki, and Suzuki to take over production of all OE chemicals

• Working with LeMans to take over production of house brand Drag Oil

• Working leads to start conversations with Polaris, and Harley Davidson

Private Label

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2015 National Sales MeetingCommercial – Greg TheiszMarch 24th – 26th

Houston, Texas

PRODUCT ASSORTMENT BEING SOLD

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• API Oils

• HPS oils

• XPR Oils

• Some Private Label being sold through Mighty

• TRUFUEL – Sold primarily through NAPA and Mighty currently

KEY ACCOUNTS

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• NAPA and UAP Canada

• Mighty Auto Parts

• Advance / CARQUEST

• UNI-Select and UNI Canada

• Numerous Performance Accounts

• Traditional automotive service accounts

KEY ACCOUNTS

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PERFORMANCE ACCOUNTS

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TRADITIONAL ACCOUNTS

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HISTORY

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• Typical growth in this channel is somewhere from flat to a 6% sales growth

• In the past our most significant sales growth was with Oil Distributors.

• We are constantly expanding our search for new accounts and working with existing traditional / key accounts through training, promotions, and direct interaction by regional managers at their accounts facilities.

• Much of our focus has been in maintaining traditional sales accounts that are constantly being affected by discount and online retailers of RP and competitor’s products.

PROMOTIONAL OPPORTUNITIES

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• New promotional events for NAPA• Duralec Product Line Launch

• Expanded Bulk / Private Label program for Mighty• Duralec Expansion

• New Numbers for Advance along with a Commercial program.

PRIVATE LABEL / MIGHTY

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• We have had a strong start with Mighty’s Engine Guard Private Label product line

• Lubricant’s and Chemicals are their #1 growth opportunity

• Mighty was founded in1963 has 113 franchise & 6 Company owned operations

• They partner as a wholesale only supplier to more than 12,000 independent repair facilities, tire shops, and dealership locations nationwide

PRIVATE LABEL / ENGINE GUARD

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• Program was brought into Calumet to complement the existing RP business

• Initially consisted of limited SKUs of synthetic-blend / synthetic engine oils and ATF products

• Starting in Jan 2015 we created a bulk program that added additional engine oils, gear oils, and hydraulic fluids. The Bulk program provides all Mighty franchises the ability to purchase at competitive prices when buying ½ and full truckloads of mixed Calumet products on each order.

PRIVATE LABEL / NEW MIGHTY OPPORTUNITIES

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• Currently in the process of converting their existing 60,000+ gallons / year of Antifreeze into another private label opportunity

• Submitted NIRF’s to create additional packaged goods items to include 5W40 Euro-Blend engine oil & 75W90 / 75W140 synthetic gear oils

• Interested in adding new transmission fluids to include CVT and new ATF viscosities

• Possibility to replace existing power steering, brake fluid, and grease products