Auto Service World
News   January 28, 2013   by CARS Magazine

Liqui Moly experiences 50 per cent growth

The German motor oil and additive specialist Liqui Moly looks back at strong growth in Canada. In 2012 the company exceeded its previous year's turnover by 50 per cent.


The German motor oil and additive specialist Liqui Moly looks back at strong growth in Canada. In 2012 the company exceeded its previous year’s turnover by 50 per cent.

“This just goes to show how Canadian car owners increasingly appreciate quality ‘made in Germany'”, stated Manfred Fischer export area manager responsible for Canada at Liqui Moly.

Liqui Moly said its success is based on a number of factors. One is the high quality of its product. Motor oils from Liqui Moly have been officially approved by most major automobile manufacturers. Another factor is the company’s innovative products for workshops. The next factor is the way Liqui Moly bundles these products into concepts.

“We want to do more than just market motor oils and additives; we want to offer everything workshops need to use and sell them. This includes help with technical problems,” added Manfred Fischer. He is convinced that Liqui Moly’s success story will continue this year: “We will just have to wait and see if it’s enough for 50 per cent again this year. But the initial figures for 2013 make us hopeful and we have a number of new products in the drawer.”

Liqui Moly’s worldwide corporate turnover increased by 17 per cent to 533 million dollars (400 million euros) last year. One milestone was the dedication of our new tank storage facilities. This investment of nearly 11 million dollars (eight million euros) was the largest in the history of the corporate group to date.

“Without the tank storage facilities, further growth would not be possible to the desired extent,” stated Ernst Prost, Liqui Moly’s managing partner. This was the only way for production to keep up with our rapid growth. The ten storage tanks offer space for a total of 18,000 cubic meters of basic material.

The growth in the export sector indicates the high demand for large quantities of raw material. In comparison to 2011 turnover increased by 26 per cent. This trend is anticipated to continue, because Ernst Prost sees enormous potential here: “We sell our products in nearly 110 countries.”

In the saturated home market in Germany Liqui Moly finds itself confronted with a completely different type of competition: Growth exclusively by squeezing out competitors. Thus the business manager considers the ten per cent increase in turnover in comparison to the previous year to be a major success. “Our great advantage is our large sales team with direct contact to our customers,” emphasized Prost.

This medium sized company will continue its growth strategy in the new year as well. For this purpose greater focus will be placed on sale of products for motorcycles as well as expanding export business.


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