Motul USA appoints Amber Bates as new general manager

Motul USA, a leader in high-performance synthetic lubricants, has announced Amber Bates as its new general manager for North American operations. Bates, with an extensive background in the powersports industry, joins Motul from Harley-Davidson Motor Company, where she served as the director of sales for the West Region.

Bates’ tenure at Harley-Davidson spanned over a decade, where she honed her skills across dealer operations, marketing, and product planning. She holds an MBM from Bellevue University and a bachelor’s degree in public relations and journalism from Creighton University.

In her new role, Bates will oversee sales, marketing, logistics, and technical operations in the United States and Canada. Her appointment comes at a strategic time as Motul expands into new markets, including bicycle care products, lifestyle apparel, and sustainable product lines featuring regenerated and organic base oils.

Guillaume Pailleret, chief business officer at Motul, expressed his enthusiasm for Bates’ leadership potential. “Amber’s profound connection to powersports and her dynamic personality are assets that will lead Motul’s North American team to a promising future,” Pailleret said.

Motul, headquartered in France and present in more than 160 countries, has been at the forefront of motor oil technology since 1971 when it introduced the first 100% synthetic lubricant for automotive engines. The company’s pioneering spirit continues as it supports numerous international competitions, including the Dakar Rally, the 24 Hours of Le Mans, and MotoGP, to name a few.