PetroChoice
PetroChoice (now Moove Lubricants) is a U.S.-based producer and distributor of proprietary and third-party lubricants serving automotive, commercial fleet, and industrial customers through direct B2B sales and proprietary e-commerce platforms.
- Company typePrivate
- Founded1969
- HeadquartersWashington, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What PetroChoice does
PetroChoice, operating under the legal name Moove NA Distribution Holdings, Inc. and publicly transitioning its brand to Moove Lubricants, is a U.S.-based lubricant producer and distributor founded in 1969 and headquartered in Washington, USA. The company sells a portfolio of proprietary lubricant brands—Medallion Plus® (automotive), Dyna-Plex 21C® (industrial heavy-duty), and Eco Ultra® (sustainability-focused)—while serving as an authorized distributor for major third-party lubricant brands including Mobil, Castrol, and Valvoline. PetroChoice self-describes as one of the largest U.S. producers and distributors of lubricants with an established global presence.
The company employs 501-1,000 people and runs a hybrid B2B go-to-market combining direct phone sales (888-575-1226), two proprietary e-commerce platforms (PC Now® and PC Gold®), and a customer analytical service portal (Engine Guard) for lubricant sample management. It targets three vertical segments—Automotive, Commercial (fleet), and Industrial—with use cases ranging from engine oils and transmission fluids to hydraulic fluids and heavy-duty machinery lubricants. Customer pain points addressed include equipment reliability, fleet downtime reduction, manufacturing efficiency, and sustainability objectives.
Revenue is generated through transaction-based product sales (proprietary plus distributed brands) under a quote-based B2B pricing model that is not publicly disclosed. The company has executed four bolt-on acquisitions between 2014 and 2019—PetroLiance (Nov 2014), Universal Lubricants' New Oil Business (May 2016), Miller Industrial Fluids (Jan 2017), and Superior Petroleum (May 2019)—and operates as a private, non-listed entity under the corporate name Moove NA Distribution Holdings, Inc. Roy Rosas serves as Chief Executive Officer. No public revenue figures, parent company, funding rounds, or AI/ML capabilities were disclosed in the available data.
PetroChoice firmographics
Firmographics- Name
- PetroChoice
- Legal name
- Moove NA Distribution Holdings, Inc.
- Website
- https://petrochoice.com
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- PetroChoice (now Moove Lubricants) is a U.S.-based producer and distributor of proprietary and third-party lubricants serving automotive, commercial fleet, and industrial customers through direct B2B sales and proprietary e-commerce platforms.
- Ownership category
- akta.pro rank
PetroChoice industry classification
Industry- Product category
- Industrial Lubricants Distribution
- NAICS
- Petroleum Lubricating Oil and Grease Manufacturing (324191)
- SIC
- Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172)
- akta.pro primary industry
- Lubricants Distribution & Wholesale (Bulk, Packaged, B2B) (EUALAJAE)
- akta.pro secondary industries
- Lubricant Formulation & Blending (Finished Lubricants) (EUALAJAC), Automotive Lubricants (PCMO, HDMO, ATF, Gear Oils, Coolants) (EUALAJAH), Automotive Lubricants & Fluids (IMAEAMAA)
Keywords
Where PetroChoice is headquartered
LocationHeadquarters
- HQ city
- Washington
- HQ country
- United States
- HQ region
- North America
Markets served
PetroChoice business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations
Revenue model
- Lubricant Product Sales: Sale of proprietary lubricant brands (Medallion Plus, Dyna-Plex 21C, Eco Ultra) and third-party brands (Mobil, Castrol, Valvoline) to automotive, commercial, and industrial customers through B2B distribution.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
PetroChoice product offering
Product offeringCore offering
PetroChoice (rebranding to Moove Lubricants) is one of the largest producers and distributors of lubricants in the U.S., selling proprietary lubricant brands (Medallion Plus®, Dyna-Plex 21C®, Eco Ultra®) and authorized third-party brands (Mobil, Castrol, Valvoline) to automotive, commercial, and industrial business customers. The company operates online ordering platforms PC Now® and PC Gold® for B2B lubricant purchasing and delivery tracking, and provides technical support alongside premium lubricant solutions.
Product overview
Moove Lubricants (operating under PetroChoice) is a lubricant-focused company offering a portfolio of proprietary brands alongside distributed third-party brands. The proprietary portfolio includes Medallion Plus® (automotive), Dyna-Plex 21C® (industrial), and Eco Ultra® (sustainability-focused), complemented by distributed brands Mobil, Castrol, and Valvoline. Online ordering is facilitated through PC Now® and PC Gold® platforms, with additional customer service tools like Engine Guard for lubricant analysis.
Differentiator
Problem solved
Functional benefit
Brands
- Medallion Plus®: Proprietary automotive lubricant brand
- Dyna-Plex 21C®
- Eco Ultra®
- PC Now®
- PC Gold®
Products and services
- Medallion Plus® Proprietary automotive lubricant brand offering premium engine protection and performance for vehicle maintenance and automotive service providers.
- Dyna-Plex 21C®
- Eco Ultra®
- PC Now®
- PC Gold®
- Engine Guard
Companies that use PetroChoice
Customer profileSegments3 records
Ideal customer profiles3 records
PetroChoice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
PetroChoice partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- ExxonMobilcoreMoove is an authorized Mobil Distributor, recognized with the ExxonMobil Circle of Excellence 2025 award. This partnership enables distribution of Mobil-branded lubricant products through Moove's extensive distribution network.
- CastrolcoreMoove offers Castrol-branded lubricant products as part of their product portfolio alongside their proprietary brands.
- ValvolinecoreMoove offers Valvoline-branded lubricant products as part of their comprehensive product portfolio alongside their proprietary brands.
- Independent Lubricant Manufacturers Association (ILMA)minorMoove is a member of ILMA, the trade association representing the independent lubricant manufacturing industry.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
PetroChoice competitors and assessment
Company assessmentOthers
Direct peers
- Pilot Thomas Logistics: One of the largest independent distributors of lubricants, fuel, and related fluids in North America. Closely comparable as a B2B lubricants distributor serving commercial, industrial, and automotive end markets at scale.
- Smitty's Supply: Independent blender and distributor of lubricants, specialty fluids, and greases. Comparable as a competing independent formulator/distributor with proprietary product lines and broad automotive, commercial, and industrial coverage.
- Apex Oil Company: U.S. petroleum marketing and distribution company with lubricant product lines. Comparable as a mid-sized regional distributor competing for commercial, industrial, and automotive lubricant accounts.
- Warren Oil Company: Independent blender and packager of lubricants and related products. Comparable as a peer independent formulator/distributor competing in similar automotive and industrial lubricant categories.
- RelaDyne: U.S. distributor of lubricants, fuels, and ancillary services formed through roll-up acquisitions. Directly comparable to PetroChoice/Moove as an independent, multi-brand lubricant distributor serving industrial and commercial customers.
Broad incumbents
- ExxonMobil Product Solutions: Global oil major whose Mobil lubricants are core to PetroChoice/Moove's portfolio and whose ExxonMobil Circle of Excellence award the company received. Comparable as a broad incumbent that both partners with and competes against the company.
- Valvoline: Major global lubricant brand and operator of company-owned quick-lube service centers. Comparable as both a brand partner to PetroChoice/Moove and a broad incumbent whose branded lubricants and direct-to-consumer service model overlap the company's automotive segment.
- Castrol (BP): Global lubricants brand owned by BP, distributed by PetroChoice/Moove. Comparable as a broad incumbent with overlapping branded motor oil and industrial lubricant lines distributed through similar channels.
Emerging players
- Safety-Kleen: Provider of used oil collection, re-refining, and environmental services with associated lubricant offerings. Comparable at the adjacencies of industrial lubricants and circularity, including the Eco Ultra-style sustainability proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
PetroChoice social profiles
Digital presencePetroChoice compliance and trust
Trust signalCompliance2 records
PetroChoice financial estimates
Financial estimateRevenue estimate
Valuation estimate
PetroChoice leadership team
Management profileNumber of profiles
Profiles1 record
PetroChoice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PetroChoice M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PetroChoice
What does PetroChoice do?
PetroChoice (rebranding to Moove Lubricants) is one of the largest producers and distributors of lubricants in the U.S., selling proprietary lubricant brands (Medallion Plus®, Dyna-Plex 21C®, Eco Ultra®) and authorized third-party brands (Mobil, Castrol, Valvoline) to automotive, commercial, and industrial business customers. The company operates online ordering platforms PC Now® and PC Gold® for B2B lubricant purchasing and delivery tracking, and provides technical support alongside premium lubricant solutions.
Is PetroChoice a public or private company?
PetroChoice is a private company. It is classified as unknown and is currently operating.
When was PetroChoice founded?
PetroChoice was founded in 1969. It employs 501 to 1,000 people.
Where is PetroChoice based?
PetroChoice is headquartered in Washington, United States, in the North America region.
How does PetroChoice make money?
One revenue line is on record: lubricant Product Sales.
Who are PetroChoice's main competitors?
Shell Lubricants (Pennzoil-Quaker State) is listed as an others. Direct peers are Pilot Thomas Logistics, Smitty's Supply, Apex Oil Company, Warren Oil Company and RelaDyne. Broad incumbents are ExxonMobil Product Solutions, Valvoline and Castrol (BP). Safety-Kleen is listed as an emerging player.
Does PetroChoice have an API?
No public API is recorded for PetroChoice.
What industry is PetroChoice in?
PetroChoice's product category is Industrial Lubricants Distribution. Its primary akta.pro industry code is EUALAJAE, Lubricants Distribution & Wholesale (Bulk, Packaged, B2B), with a secondary code of EUALAJAC, Lubricant Formulation & Blending (Finished Lubricants). Its NAICS code is 324191 and its SIC code is 5172.