Universal Lubricants’ New Oil Business

What Universal Lubricants’ New Oil Business does

Universal Lubricants, founded in 1929 in Wichita, Kansas, is a privately held manufacturer and distributor of high-performance lubricants operating as a wholly-owned subsidiary of PetroChoice since the May 2016 acquisition. Its core operations are built around a closed-loop re-refining system that the company claims is the only one of its kind in the United States: it collects used motor oil, processes it through vacuum distillation, wiped-film evaporation, and hydro-treating into a Group II+ trademarked base oil called EcoClear, and blends it back into finished Eco Ultra products. The technology uses 89% less energy than crude refining and cuts emissions by 65%, positioning the business at the intersection of industrial chemistry and environmental sustainability.

The company sells three branded product lines — Universal (77 SKUs of automotive and heavy-duty diesel lubricants), Dyna-Plex 21C (82 SKUs targeting heavy construction, mining, agriculture, and industrial machinery), and Eco Ultra (re-refined motor oils, transmission fluids, hydraulic fluids, heavy-duty engine oils, and antifreeze) — alongside third-party distribution agreements for Valvoline, Castrol, and Panolin. Supporting the products is the Engine Guard oil analysis program, which processes approximately 90,000-100,000 used oil samples per year with 10,000+ quality-control checks, and the LifeLines web-based maintenance scheduling tool. The portfolio holds API licensing, GM dexos1, Cummins/Detroit Diesel natural gas engine certification, Dexron VI ATF approval, and a GSA Schedule Contract (GS-21F-0157Y).

Universal goes to market via a direct field sales force targeting enterprise fleet accounts, a network of 15 owned distribution branches (45 facilities in 24 states after the PetroChoice deal), channel partnerships with national service chains such as Brakes Plus (67 locations) and Econo Lube N' Tune & Brakes, automotive dealer relationships, government and military fleet channels, and DTC retail through Amazon.com for Eco Ultra products. Recurring revenue is driven by bulk lubricant sales, branded distribution margins, and laboratory services revenue, with named customers spanning Enterprise Holdings, D&D Sexton, Interstate Distributor Company, Total Transit, City of Sioux Falls, Brakes Plus, and Superior Honda of Omaha.

Name

Universal Lubricants’ New Oil Business

Legal name

Universal Lubricants

Website

https://universallubes.com

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Universal Lubricants is a Wichita-based lubricant manufacturer and distributor operating America's only closed-loop re-refining system, producing Eco Ultra and other branded lubricants for fleet, heavy-duty, agriculture, government, and automotive service customers via a 45-facility PetroChoice distribution network.

Ownership category

akta.pro rank

Product category

Industrial Lubricants Manufacturing and Distribution

NAICS

Petroleum Lubricating Oil and Grease Manufacturing (324191), Petroleum Refineries (324110), Petroleum and Coal Products Manufacturing (3241)

SIC

Petroleum Refining (2911), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172)

akta.pro primary industry

Lubricant Formulation & Blending (Finished Lubricants) (EUALAJAC)

akta.pro secondary industries

Used Oil Collection, Re-refining & Circularity (Waste Oil, Recycled Base Oils) (EUALAJAK), Automotive Lubricants (PCMO, HDMO, ATF, Gear Oils, Coolants) (EUALAJAH), Industrial Lubricants (Hydraulics, Gear, Compressor, Turbine, Metalworking) (EUALAJAG), Industrial & Heavy-Duty Lubricants (IMAEAMAB)

Keywords

• Re-refined lubricants
• Lubricant manufacturing
• Lubricant distribution
• Heavy-duty engine oils
• Oil analysis services

Headquarters

HQ city

Wichita

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Proprietary Lubricant Products: Manufacturing and sale of proprietary lubricant products under Universal, Dyna-Plex 21C, and Eco Ultra brands. Products include engine oils, hydraulic oils, transmission fluids, tractor fluids, greases, and coolants for automotive and heavy-duty diesel applications.
2. Distribution of Third-Party Brands: Distribution of nationally recognized lubricant brands including Valvoline, Castrol, and Panolin through their distribution network.
3. Laboratory Services: Oil analysis and testing services through the Engine Guard program, providing quality control and maintenance insights to commercial customers for over 50 years.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Universal Lubricants manufactures and distributes a full line of proprietary lubricants — motor oils, hydraulic fluids, transmission fluids, tractor fluids, greases, coolants, and railroad engine oils — across three brands (Universal, Dyna-Plex 21C, Eco Ultra). The Eco Ultra line is produced through a proprietary closed-loop re-refining process that converts used motor oil into Group II+ base oil. The company also provides Engine Guard oil analysis and LifeLines web-based maintenance scheduling as paid service offerings to commercial customers.

Product overview

Universal Lubricants is a lubricant manufacturing and distribution company offering three main product lines: Dyna-Plex 21C (82 heavy-duty products for industrial machinery), Eco Ultra (sustainable lubricants made from re-refined base oil including motor oil, transmission fluid, hydraulic fluid, and antifreeze), and Universal (77 automotive and heavy-duty diesel lubricants). The company operates a unique closed-loop system where they collect used oil, re-refine it into high-quality base oil, and redistribute it as finished products. Supporting services include the Engine Guard oil analysis program and LifeLines web-based maintenance scheduling. The Eco Ultra line is differentiated by its re-refined content and environmental benefits, while Universal products represent the flagship main-line lubricants and Dyna-Plex 21C serves heavy-duty industrial applications.

Differentiator

Problem solved

Functional benefit

Brands

• Dyna-Plex 21C: Heavy-duty lubricants product line including engine oils, hydraulic oils, tractor fluids, synthetic industrial products and greases
• Eco Ultra
• Universal
• Engine Guard
• LifeLines
• EcoClear

Products and services

• Dyna-Plex 21C Lubricants A full line of 82 heavy-duty lubricants including engine oils, hydraulic oils, tractor fluids, synthetic industrial products, and greases formulated for heavy construction, agriculture, long-haul trucking, mining, manufacturing, and mass transit machinery.
• Eco Ultra Lubricants A product line made from re-refined EcoClear base oil, including motor oil, automatic transmission fluid, hydraulic fluid, heavy-duty engine oil, and antifreeze blended with high-performance additives.
• Universal Lubricants Product Line The signature line of 77 automotive and heavy-duty diesel lubricants, including hydraulic oils, transmission fluids, tractor fluids, greases, and automotive coolants, including specialty offerings such as Dexron VI ATF and Super XHD Synthetic Dexos-licensed engine oil.
• Dezol Heavy-Duty Diesel Engine Oils Heavy-duty diesel engine oils formulated with hydrocracked base stocks exhibiting synthetic blend properties, including Dezol 15W-40 CK-4 and Dezol SAE 40.
• Corvus Railroad Engine Oils Zinc-free railroad engine oils for high-output medium-speed diesel engines, providing protection to silver wrist pins and turbocharger bearings; Generation IV and V electromotive engine oil accepted by EMD and General Electric.
• Eco Ultra FlexPak Consumer Motor Oil Packaging First-in-the-U.S. flexible bag-in-a-box stand-up pouch packaging for Eco Ultra motor oil retail sales; offers faster, easier, and cleaner oil changes versus conventional hard plastic bottles and reduces plastic waste.
• Engine Guard Oil Analysis Program Proprietary oil analysis service used by commercial customers to monitor equipment condition, optimize maintenance schedules, and validate lubricant performance; backed by 2 million+ cumulative analyses over 50+ years.
• LifeLines Web-Based Maintenance Program Customer-facing online tool that allows customization of maintenance schedules and services, tracking repairs and costs for fleet management operations.

Quantifiable outcome

• 89% less energy required to manufacture re-refined base oil compared to crude oil refining
• +6 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

13 partnerships are on record, tiered core, major and minor.

• Enterprise HoldingscoreStrategic or Co-development PartnerUniversal Lubricants and Enterprise Holdings closed the car care loop through a partnership where Universal collects spent motor oil from Enterprise's airport service centers in five states, re-refines it into Eco Ultra motor oil, which circles back into Enterprise vehicles. Enterprise operates Alamo Rent A Car, Enterprise Rent-A-Car, and National Car Rental brands.
• Brakes PluscoreChannel Partner/ Reseller/ DistributorBrakes Plus now exclusively offers Eco Ultra at all 67 of its brake repair and automotive maintenance facilities across the country. Services nearly 40,000 customer vehicles per month.
• D&D Sexton, Inc.coreStrategic or Co-development PartnerPartnership with Midwest's leading refrigerated carrier. D&D Sexton's 415 power and reefer trucks use Eco Ultra 15W40 engine oil. Partnership saved more than 20,000 barrels of crude oil. One of the earliest fleet adopters since November 2010.
• Interstate Distributor CompanymajorChannel Partner/ Reseller/ DistributorIDC converted its trucking fleet of over 1,300 units to the Eco Ultra engine oil line. Fleet features state-of-the-art, fuel-efficient technologies that minimize environmental impacts while maximizing economic benefits.
• Total TransitmajorChannel Partner/ Reseller/ DistributorGlendale, AZ-based transportation company operating nearly 800 cabs including the largest fleet of hybrid Toyota Prius taxis in North America now uses Eco Ultra line of motor oil.
• Econo Lube N' Tune & BrakesmajorChannel Partner/ Reseller/ DistributorExpanded from pilot launch at Aurora, CO location to all Econo Lube N' Tune & Brakes locations in Colorado offering Eco Ultra recycled motor oil changes.
• Brooks AutomotiveminorChannel Partner/ Reseller/ DistributorEarly adopter of Eco Ultra technology in Salem, OR. Celebrated one year partnership anniversary with growing demand for re-refined engine oils.
• Jubitz Truck StopmajorChannel Partner/ Reseller/ DistributorPortland, Oregon's top-rated travel center became a supplier of Eco Ultra motor oil, joining the green motor oil revolution.
• SeQuential Pacific BiodieselminorStrategic or Co-development PartnerOregon-based sustainable fuel provider switched motor oil used by its fleet to Eco Ultra line. SeQuential collects used cooking oil from restaurants, recycles into biodiesel, and supplies trucking fleets.
• Green GarageminorChannel Partner/ Reseller/ DistributorColorado-based eco-responsible auto care and repair center uses Eco Ultra for motor oil change services alongside other environmentally-friendly solutions.
• Oil Can Henry'sminorGTM or Marketing PartnerPartnership with Oil Can Henry's of Tualatin, OR for recycled motor oil education campaign highlighting economic and environmental benefits of Eco Ultra motor oil.
• Howerton+WhiteminorGTM or Marketing PartnerAdvertising Agency of Record providing brand strategy, creative services, marketing plans, CRM/loyalty, interactive and online brand management, web development, and SEO services.
• Valvoline, Castrol, PanolinmajorChannel Partner/ Reseller/ DistributorMajor motor oil companies that rely on Universal Lubricants to distribute their products through Universal's distribution network.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Heritage-Crystal Clean: Largest direct competitor in the U.S. used-oil re-refining and lubricant space; actually acquired four of Universal's RS Used Oil Services branches in November 2013, making it the closest comparable on closed-loop recycling and on-site collection/used oil services.
• Safety-Kleen (Clean Harbors): Operates the largest used-oil collection and re-refining network in North America, producing EcoPower re-refined base oils sold back into the lubricants market. Direct competitor on the collection-to-re-refined-product closed-loop value chain Universal pioneered.
• Vertex Energy: Houston-based re-refiner of used motor oil into Group II base oils via its Marrero, LA refining complex. Closely comparable on core re-refining feedstock-to-base-oil economics and on the strategic rationale of recovering lubricants from waste streams.

Broad incumbents

• Valvoline: Major finished-lubricant brand that Universal both distributes through its network and competes against in the passenger-car motor-oil aisle (Valvoline Daily, MaxLife, EcoPower). Closely comparable in finished-lubricant product positioning and sustainability messaging.
• Castrol (BP): Major branded motor-oil competitor Universal distributes under a third-party agreement. Competes head-to-head on heavy-duty (Castrol VECTON) and PCMO (Castrol EDGE/GTX) lines sold into the same fleet and service-center channels.
• Shell Rotella / Pennzoil-Quaker State: Shell's heavy-duty (Rotella) and passenger (Pennzoil) lubricant franchises compete directly for the same fleet, dealer, and quick-lube accounts as Universal — particularly large Class 7–8 trucking and rental-car fleets that are core to Universal's Eco Ultra book.
• Chevron Lubricants (Delo, Havoline): Major integrated oil major with significant U.S. lubricants market share in heavy-duty (Delo) and PCMO (Havoline). Competes for the same government, fleet, and OEM-aligned business Universal targets via its Dyna-Plex 21C and Universal lines.
• PetroChoice: Acquired Universal Lubricants in May 2016 and is one of the largest U.S. bulk lubricant distributors (founded as Tri-County Petroleum in 1969). Operates the combined 45-facility distribution footprint and therefore the closest comparable on wholesale distribution economics.

Regional players

• Quaker Petroleum: U.S.-headquartered industrial lubricant manufacturer and distributor with overlapping heavy-duty and industrial lubricant SKUs. Similar product breadth in metalworking fluids, hydraulic oils, and greases comparable to Universal's Dyna-Plex 21C industrial line.
• Pilot Thomas Logistics: U.S. specialty lubricant and fuel distributor serving energy, marine, and industrial end markets; comparable distribution-driven business model and similar blend of proprietary and third-party brand portfolios across the Gulf and Southern U.S.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ecoultraoil
• Xx.com/universallubes
• LinkedInlinkedin.com/company/universal-lubricants-llc

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Universal Lubricants’ New Oil Business