A shear rheological model based on primary laboratory data is proposed for concentrated contact lubrication. The model is a Maxwell model modified with a limiting shear stress. Three material properties are required: Low shear stress viscosity, limiting elastic shear modulus, and the limiting shear stress the material can withstand. All three are functions of temperature and pressure. In applying the model to EHD contacts the predicted response possesses the characteristics expected from several experiments reported in the literature and, in one specific case where direct comparison could be made, good numerical agreement is shown.