Liqui Moly tops German best brand polls
A total of 7.2 million readers in Germany have been asked to name the best oil brand, with Auto Bild, Auto Motor und Sport, Auto Zeitung and Motor Klassik all receiving Liqui Moly as the answer. “This clear vote is an award and an obligation at the same time,” says Ernst Prost, CEO of the company.
This is the eighth year in a row that Liqui Moly has been chosen as the best oil brand by Auto Motor und Sport and Auto Zeitung, and the seventh in Auto Bild and Motor Klassik. “It is very exciting for us when the results are released. Almost like at the Oscars,” says Prost. “The good performance in the readers’ surveys is so important to us because it is a democratic vote and it offers an honest picture of the mood.”
The motor oil business is dominated by large, global corporations, but the SME from Germany has been able to assert itself in the market and in terms of customer satisfaction. “To be voted as the best oil brand again and again for almost a decade, that doesn’t happen by itself,” says Günter Hiermaier head of sales domestic and Austria. “This is the result of the hard teamwork of all 850 employees. We want to offer our customers the best products and the best service.”
Alongside its many other advertising measures, the popularity of Liqui Moly is also enhanced by its global sponsorship activities. Over the past few months, the brand was visible at numerous winter sports events. “It is currently represented at the MotoGP motorbike world championship and in May it will be at the Ice Hockey World Championships in Denmark,” says marketing director, Peter Baumann.
Brand awareness is important, but Liqui Moly identifies quality and innovation as the hard currencies. The company invested 5.3 million euros into research and development in 2017. “We are in close contact with the world’s major car manufacturers and therefore offer our customers oils with the corresponding approval,” says development director David Kaiser. “The customer can get lubricants from us for classic cars just as it can for vehicles with the latest engine technology.” Each lubricant goes through the same complex testing processes, regardless of its application. “This allows us to ensure a permanently consistent product quality of the highest level.”