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I run motorcraft 15w40 that I get at wal mart. I read some test a while back and it beat out rotella. DIdnt save the link but they compared the additives in a bunch of different diesel oils.
If you read any diesel truck's owners manual it will tell you NOT to use any special oil, don't run at a constant RPM for long periods and don't do anything severe or tow for the first 1000-1500 miles.