The German oil and additive specialist Liqui Moly has signed an advertising deal with Formula 1. It will advertise on the race track at eleven races, one of a few select brands. “We hope that out of the more than one billion viewers who follow this spectacle on television all over the world every year, it may occur to some of them to take a closer look at Liqui Moly and purchase our products,” explains CEO Ernst Prost. Formula 1 is not new to the lubricant brand; Liqui Moly was involved with Team Jordan in the 2000s.
During its first year as part of the Würth Group Liqui Moly has chalked up a new record turnover, but growth has been more subdued than previously. The German oil and additive specialist recorded a turnover of 544 million euros, just two per cent more than the previous year. “International trade disputes, the hot summer and increasing costs, especially the dramatically increased crude oil prices, have all contributed to the significant slowing down of our earnings growth,” says Ernst Prost, Liqui Moly CEO.
Oil is no longer a general lubricant, but a highly specialised, liquid replacement part that has to precisely fit the corresponding engine. But finding your way through the crowded field of oil specifications, approvals and brands is not easy. The new oil guide by the German oil and additive specialist Liqui Moly, available through the company’s website, aims to provide a way to navigate the current market.