Lubral

What Lubral does

Lubral (legal name Lubricantes de América S.A. de C.V.) is a Mexican manufacturer of industrial lubricants, greases, and specialty products founded in November 1956 and operated as part of the GONHER diversified conglomerate since 1991. The company produces a broad portfolio including lithium, lithium complex, calcium sulfonate, bentone, aluminum complex, and synthetic industrial greases; passenger-car and heavy-duty diesel engine oils; motorcycle, transmission, and brake fluids; coolants (IAT and OAT); metalworking fluids; dielectric/transformer oils; DEF for SCR systems; and industrial cleaners such as Lubra Flush Clean Tech. Its flagship product is CSX 2000 PLUS, the first High Performance Multipurpose (NLGI HPM) certified grease manufactured in Mexico and the 14th worldwide to achieve that designation.

The company operates a single manufacturing site of 151,000+ square feet in the Parque Industrial Gonher, Santa Catarina, Nuevo León, with stated monthly production capacity of 1,000 tons. It holds ISO 9001:2015, ISO 14001:2015, IATF 16949:2016 (valid through February 2027), Ford Q1 preferred-supplier status, and NLGI HPM certification. End-markets span manufacturing, automotive, plastics, agriculture, sugar mills, railway, mining, construction, pulp and paper, and electrical, with manufacturing and automotive flagged as primary verticals.

Lubral generates revenue through three channels: direct B2B sales of branded products supported by technical consultation; an e-commerce storefront (tienda.lubral.com) for SMB and consumer purchases; and a private-label brand development service that has been built out over the last five years and now reaches 30 countries across five continents. The go-to-market is sales-led, with technical support positioned as a key differentiator in industrial and automotive accounts. Pricing is quote-based and not publicly disclosed.

Name

Lubral

Legal name

Lubricantes de América S.A. de C.V.

Website

https://lubral.com

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Lubral (Lubricantes de América S.A. de C.V.) is a Mexican manufacturer of industrial greases, automotive lubricants, and specialty fluids founded in 1956, operating within the GONHER group and serving manufacturing, automotive, mining, and other industrial customers across 30 countries.

Ownership category

akta.pro rank

Product category

Industrial Lubricants

NAICS

Petroleum Lubricating Oil and Grease Manufacturing (324191)

SIC

Chemicals & Allied Products (2800), Miscellaneous Chemical Products (2890)

akta.pro primary industry

Greases & Specialty Lubricants (Greases, Pastes, Chain Oils, Silicone/Fluoro) (EUALAJAJ)

akta.pro secondary industries

Automotive Lubricants (PCMO, HDMO, ATF, Gear Oils, Coolants) (EUALAJAH), Industrial & Heavy-Duty Lubricants (IMAEAMAB), Automotive Lubricants & Fluids (IMAEAMAA), Gear Oils & Transmission Fluids (IMAEAMAE), Packaging, Filling & Private Label / Contract Manufacturing (EUALAJAD), Retail & E-commerce Lubricants Sales (Auto Parts, Quick Lube, Online) (EUALAJAF)

Keywords

• Industrial lubricants
• Lubricating greases
• Automotive motor oils
• Metalworking fluids
• Coolant products

Headquarters

HQ city

Santa Catarina

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Lubricant Product Sales: Direct sales of proprietary lubricant brands including greases, industrial oils, automotive oils, coolants, and specialty products to industrial and automotive customers.
2. Private Label Manufacturing: Custom private label brand development for customers, with global reach developed over the last five years.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Lubral formulates, manufactures, and distributes a broad portfolio of industrial and automotive lubricants, including lithium and lithium-complex greases, automotive motor oils (synthetic, semi-synthetic, and mineral), heavy-duty diesel engine oils, motorcycle oils, coolants, transmission fluids, brake fluids, metalworking fluids, dielectric/transformer oils, and industrial cleaners. The company also offers private label brand development and manufacturing services for customers globally.

Product overview

Lubral (Lubricantes de América S.A. de C.V.) is a Mexican manufacturer of industrial lubricants, greases, and specialty products serving multiple industries since 1956. The company operates as part of the Gonher group and offers a comprehensive portfolio organized into three main product lines: (1) Industrial Greases including lithium-based, lithium complex, calcium sulfonate, and synthetic greases, with the flagship CSX 2000 PLUS being the first HPM-certified grease in Mexico; (2) Automotive Lubricants spanning passenger car motor oils (LBR PRO/MAX/X and SUPER RACING lines), heavy-duty diesel oils (TURBO HD and DIESEL SAE series), motorcycle oils (LBR M4T and M2T lines), coolants (DUO TEMP and DUO ELC), transmission fluids (ATF, MERCON V, DEXRON series), and brake/fluids; and (3) Specialty Products including metalworking oils, dielectric/transformer oils, and industrial cleaners like Lubra Flush Clean Tech. The company provides these products through direct sale channels and private label programs, supported by technical laboratory and engineering services.

Differentiator

Problem solved

Functional benefit

Products and services

• Industrial Greases

Quantifiable outcome

• First HPM certified grease in Mexico (CSX 2000 PLUS)
• +2 more outcomes

Named customers1 record

Segments10 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• GONHER GroupcoreStrategic or Co-development Partner · 1 January 1991Lubral has been part of the GONHER family since 1991, consolidating its position in the Mexican market. The company operates from Parque Industrial Gonher in Santa Catarina, Nuevo León, Mexico.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Fuchs Petrolub: Germany-based global independent lubricant manufacturer with deep industrial, automotive, and specialty grease portfolios. Closest comparable in business model: independent, specialty-focused, OEM-certified, and diversified across end-markets like Lubral.
• Valvoline: US-based lubricant specialist with strong automotive and industrial portfolios plus a service-center model. Comparable as a brand-driven lubricant manufacturer serving both OEM and aftermarket channels.
• Quaker Houghton: Global leader in industrial process fluids, metalworking fluids, and specialty greases. Comparable as a specialty-focused, B2B-heavy lubricant manufacturer with similar industrial customer mix (mining, metalworking, primary metals).
• Bardahl: Mexican-founded lubricant and additive manufacturer with strong presence across Latin America. Directly comparable product mix (motor oils, greases, specialty fluids) and similar regional export footprint.
• Roshfrans: Mexican lubricant manufacturer producing motor oils, industrial lubricants, and greases for domestic and Latin American markets. The closest direct domestic competitor to Lubral with overlapping Mexican OEM relationships and product portfolio.

Broad incumbents

• Shell Lubricants: World's largest lubricant manufacturer by volume with the Shell, Pennzoil, and Rotella brands across automotive and industrial segments. Sets pricing and technology benchmarks that Lubral must compete against in export markets.
• Chevron Lubricants: Produces Havoline, Delo, and Techron brands across automotive, heavy-duty, and industrial lubricants. Direct overlap with Lubral in heavy-duty diesel (Delo vs. Lubral TURBO HD) and PCMO categories.
• Castrol (BP): BP's global lubricant brand focused on automotive and industrial fluids with strong OEM ties. Competes with Lubral in passenger-car motor oils, ATF, and industrial greases globally.
• TotalEnergies Lubricants: Integrated major with substantial lubricant business (Total, Elf, Hi-Perf brands) covering automotive and industrial segments. Overlaps with Lubral in heavy-duty, industrial oils, and Latin American distribution.
• ExxonMobil Product Solutions: Major integrated lubricant producer (Mobil 1, Mobil Delvac) with deep R&D and global OEM relationships. Competes with Lubral across heavy-duty diesel, industrial, and passenger-car motor oil segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Lubral