SOURCE: Universal Lubricants

Universal Lubricants

September 05, 2013 06:06 ET

Universal Lubricants Begins Next Chapter With New Website and Renewed Commitment to Closed Loop Innovation

Company Plans Strategic Product & Geographic Expansion to Meet Growing Demand for Environmentally-Friendly Fleet, Heavy Duty & Passenger Car Lubricants

WICHITA, KS--(Marketwired - Sep 5, 2013) - Building on a tradition of innovation that began in 1929, Universal Lubricants® today unveiled a renovated website that represents the next chapter in the company's evolution from a trusted lubricant producer and distributor to a fully integrated, closed loop leader in renewable energy solutions.

"Modern, adaptive and fast-moving" are the words new company CEO Jan Horsfall uses to describe the Universal Lubricants of today and the company's new website reflects that vision.

"Innovation results when things that are known are put together and reassembled in new ways," Horsfall said. "That's the essence of our closed loop process. It's a self-contained, self-sufficient system in which we collect, re-refine, blend and service oil. It combines things our company has done exceedingly well for decades -- blending and distributing new lubricants -- with state-of-the-art re-refining technology and the kind of personalized, hands-on customer service that makes us unique in the today's world of big oil."

The company's website has been renovated using images and statistics that convey Universal Lubricants' commitment to renewable energy and a sustainable future -- turning used oil into clean, high performance products.

The new website:

  • is easier to navigate;
  • provides more complete information about the company's diverse, high-performance product lines;
  • presents more detailed information about environmental benefits of reclaiming used oil and the Zero Waste Movement;
  • and highlights the company's sustainable packaging solutions.

Dedicated sections within the new site reinforce the company's four core values: products, services, innovation and sustainability. The innovation section, for example, explains the differences between Universal Lubricants and its big oil competitors, and how Universal Lubricants is uniquely positioned to respond to challenges and shape opportunities now and in the future.

Universal Lubricants has a long history of success in the heavy-duty diesel and fleet markets where its varied and proven products are engineered and manufactured for all areas of industry -- heavy-duty construction, agriculture, long-haul trucking, manufacturing and mass transit. Supported by an experienced team of direct sales people and a quality assurance lab lauded by customers, the company's signature Universal and Dyna-Plex® lines of hydraulic oils, transmission fluids, tractor fluids, greases and automotive coolants have been keeping engines running efficiently and profitably for decades.

Horsfall sees the new website as a foundation for a new phase of company growth in which it will refocus on these core strengths in the heavy duty and fleet markets while continuing to position itself in the consumer market.

"We are expanding our sales force and adding to our management team," Horsfall said. "In the near future we will be announcing some strategic moves in key markets that will further cement our leadership role in industrial services and new oil sales and distribution. We also are working to maximize efficiencies, reduce costs and optimize the sale of all of our refinery products. We've grown tremendously over the past several years and we plan to accelerate that by another 20 to 25 percent in the years ahead.

"Our Eco Ultra® line of environmentally friendly oils is a tremendous conversation starter," Horsfall continued. "Corporations have made great strides in responding to shareholder demands for environmentally responsible operations, but now many are struggling to find what they can do next. For companies with large service fleets and heavy-duty equipment, the answer is as easy as changing the motor oil they put in their vehicles. Our Eco Ultra products, made from our re-refined EcoClear base stocks, and their innovative packaging lower our dependency on foreign oil, reduce depletion of natural resources and eliminate waste material."

Horsfall said the new website will play a key role in Universal Lubricants' team educating and encouraging consumers to choose eco-friendly motor oils and to recycle used oil to protect the environment and the economy.

For more information about Universal Lubricants' closed loop process and Eco Ultra products, please visit

About Universal Lubricants®
Founded in 1929, Universal Lubricants is a driving force in used oil collection, base oil refining and distribution. Through its closed loop process, the company collects, re-refines, blends and re-distributes its own engine oils and lubricants -- never losing guardianship within the chain -- to ensure that every quart is of the highest quality for optimal performance. Universal Lubricants operates 36 facilities nationally, including one of the world's most technologically advanced re-refineries in Wichita, Kansas. A leader in research and development, Universal Lubricants is a Pegasus Capital Advisors portfolio company and employs more than 430 workers. For more information visit

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