Liqui Moly’s turnover increased by 7.1 per cent to a record 611 million euro in 2020. The United Kingdom, where Liqui Moly more than doubled its sales, played a particularly important role in this. Given the devastating effects of the pandemic on the global economy and the decline in global consumption of oil and fuel, this is a great achievement. Revenue halved to 25 million euro – partly because the company invested almost 45 million euro in marketing measures during the crisis. In addition, more than 100 new employees were hired. This brings the total number of employees to 989 at the end of 2020.
Liqui Moly has been represented in the MotoGP Motorcycle World Championship for eight years. It is now further expanding its commitment. The oil manufacturer will be title sponsor of the race in its home country, which is to be called the Liqui Moly Motorcycle Grand Prix of Germany. “This increases our brand visibility all over the world,” says Ernst Prost, managing director of Liqui Moly.
From the 2021-2022 season, Liqui Moly will be the main and name sponsor of Starligue, the highest handball league in France. The motor oil and additive specialist concluded a five-year contract with the LNH national handball league. “This will help us to become even more well-known in France in order to expand our distribution and significantly increase our sales,” says Ernst Prost, managing director of Liqui Moly.
An international TV legend in the automotive sector is convinced of Liqui Moly’s quality and now shares his knowledge in short social media clips: Edd China – TV presenter, inventor, gearhead and cult figure. Many people are familiar with Edd China from the TV series “Wheeler Dealers”, broadcast on the Discovery Channel. Here he repaired, improved and restored old cars to a fixed budget. But he is also world famous for his YouTube videos. In these, Edd not only demonstrates his technical know-how and craftsmanship, but also embarks on unusual and entertaining projects, such as the “world’s fastest sofa”.
The title sponsor of the Liqui Moly Handball Bundesliga is expanding its commitment to handball for the coming season of the EHF (European Handball Federation) Champions League and is becoming an official partner. The Liqui Moly brand will be prominently displayed both on the hall floor and on the media walls.
The German motor oil and additive producer Liqui Moly will remain the exclusive lubricant supplier for the Moto2 and Moto3 motorcycle racing series until 2023. What is more, the company also secured the naming rights for the Aragon Grand Prix at short notice. It will be held from 23 to 25 October under the name Gran Premio Liqui Moly de Teruel.
Motor oil has developed from a simple lubricant to a high-tech liquid. At the same time, the number of oil grades and specifications has increased significantly. Oliver Kuhn, deputy head of the oil laboratory at Liqui Moly, provides more insight and explains what really matters.
In response to the COVID-19 pandemic, German oil and additive specialist Liqui Moly’s managing director Ernst Prost has promised employees that “nobody will be laid off. If need be, I’ll waive my salary.”
Liqui Moly has launched its new Special Tec AA 0W-16 oil. Tim Keller, export area manager responsible for the UK and Irish market says it is the “lowest viscosity” product it has ever launched. It is suitable for selected models from Honda, Lexus, Suzuki and Toyota.
Liqui Moly has strengthened its commitment to IntactGP and become main sponsor of the Moto2 racing team from the Allgäu region. Next year, the team will compete in the Motorcycle World Championship as “Liqui Moly IntactGP”. “We are expanding the successful cooperation and increasing the visibility of our brand,” says Ernst Prost, managing director of Liqui Moly.
Readers of Sport Auto have voted Liqui Moly the best oil brand for the third year in a row. The German magazine focuses on sports cars, with the right motor oil an important consideration, Liqui Moly states.
German oil manufacturer Liqui Moly is the official sponsor of the 2020 IIHF Ice Hockey World Championship, held in Zurich and Lausanne, Switzerland, which starts on 8 May 2020. The company has supported ice hockey since the 2017 IIHF World Championship, hosted by Germany and France.
“The introduction of new company software in January has turned Liqui Moly into a permanent building site”, according to a published apology from company officials. The system that was supposed to simplify processes and reduce costs for the oil and additive specialist, has had the opposite effect and negatively affected the half-year results. “If we were listed on the stock exchange, I would have to issue a profit warning,” said CEO Ernst Prost.
Liqui Moly will become a name sponsor of the highest level of handball in Germany in July 2019. The lubricant specialist has acquired the naming rights to the men’s highest division, which will then be called the Liqui Moly Handball Bundesliga. The contract is valid for three seasons with an option for two more.
The Pentecost weekend will see the start of this year’s MercedesCup. It marks Liqui Moly’s eighth year as premium sponsor of the renowned tennis event, which will take place in Stuttgart, Germany, from 8 to 16 June. There is method behind this far-sighted approach.