Universal Lubricants appoints leadership to its HD segment


Universal Lubricants has appointed Sonny Mays to lead the company’s technical support and sales in the heavy-duty market.

As the new director of heavy duty technical sales, Mays will provide technical support, customer training, performance analysis and sales planning for the company’s full line of heavy-duty lubricants in the U.S. and Canada.

“Equipment management and maintenance is critical in the heavy duty market where customer investment in each piece of equipment can be very large,” said Rick Palmore, the company’s vice president of sales. “One of the primary reasons these customers value Universal Lubricants is because of the services we provide. Sonny Mays is highly skilled in metallurgy, failure analysis and component wear factors, and he’s bringing that knowledge to our heavy duty customers. He’ll also play a key role in advising the 30-plus members of our heavy duty sales team.”

Mays, a Texas native, was raised in a trucking family and began working on general truck maintenance at the age of 12. He has driven trucks to the northwest and Canada and built two over-the-road trucks from the frame rails up.

Mays began his career at Darr Equipment Company where he worked his way to northern regional manager of Holt Caterpillar truck engine shop. He moved to Castrol HDL at the end of 2000 where he began his career in lubricants as a field engineer in heavy duty lubes.

In 2006, Mays joined Universal Lubricants with dual roles in the company’s technical and operations departments, and helped develop the company’s new Engine Guard fleet maintenance program, which allows customers to track their oil and lubricant performance information online.

“Today’s technicians focus on parts and repair and often overlook the critical importance of lubricants. The heavy-duty industry is complex and it’s important to understand the issues that customers face,” Mays says. “Universal Lubricants is a growing company, but we have the ability to take the pulse of the customer and move quickly to find the right solutions to customer problems.”

Mays will further aid the development of Universal Lubricants Dyna-Plex 21C line of “extreme” products, designed to handle extreme temperature swings in areas like Alberta and the Yukon Territory in Canada.

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