In 1938, Leonard began selling products to consumers under its own
name. Leonard became a major regional gasoline company marketing its
products primarily in Michigan’s Lower Peninsula but outside of
metropolitan Detroit. By 1961 more than 700 service stations were
either directly owned by the company or were independently operated and
selling gasoline under the Leonard brand name.
Most of its early advertising campaigns focused around the
quality of its product and the services offered at the many gas stations
which sold Leonard gasoline. In the 1950s Leonard focused many of its
promotions on selling very high octane fuel to motorists. In 1953
Leonard was the first company in the country to offer 96 octane gas to
the public. In 1957 the company upped the octane race by offering 105
octane fuel; a rating sufficient for most small aircraft and any
automobile sporting aviation-like tail fins.
The firm, however, realized in the mid-1950s that while high
octane gasoline and the advertising around it had won the company some
success, it was not very distinctive. Sinclair, for example, was
selling its own high octane gasoline, “Power-X,” which it claimed was
“power-primed with rocket-fuel.” Consumers found it difficult to
distinguish Leonard’s advertisements from those made by the company’s
competitors, which also claimed to sell quality gasoline and offer
superior service.