Bright prospects

For more than a decade, readers of the largest German-language automotive magazines have voted LIQUI MOLY the best oil brand. In the car care category, the company now also wants to accomplish the leap to first place by making the product line even more attractive. The objectives are being followed by actions: The label design has been refreshed. Various containers and formulations are new.

The starting position is promising: When readers were asked in recent years about the best vehicle care products, LIQUI MOLY has regularly ranked second in the polls conducted by the highest-circulation automotive journals in the German-speaking world. With the relaunch, the Ulm-based company is aiming for the leading spot and emphasizing its expertise in car care. “We have also made a name for ourselves in this discipline,” says National Sales Manager Günther Wengert. “As in the lubricants and additives business, we have decades of expertise.”

The focus of the relaunch is on the products Gloss Polish, Polish & Wax and Hard Wax. “The new formulations are easier to apply and buff up. They are also more resistant to weathering influences,” explains Günther Wengert. Care professionals will notice that even more emphasis has been placed on the water running off better. Experts speak of the beading effect. The term refers to the little beads of water that are formed when the polished surface is properly sealed. Without wax, sealant or coating, water beads will not form on the paint. Instead, rather shapeless patches of water are created and not the beautiful little droplets that run off the car when it rains, giving dirt little chance to adhere. “But it is precisely this kind of formation and distribution of water droplets, which should be as uniform as possible, that is important to many users. And we deliver what the customer wants,” says the Sales Manager.

The color change is striking. The gray containers are being replaced by transparent blue ones. Spray bottles and caps have also been improved for better application. With the relaunch, LIQUI MOLY emphasizes its expertise and innovative strength in all areas of automotive chemicals. “We are one of the very few full-range suppliers. Whether motor oils and additives, brake cleaners and underbody protection, hand cleaning paste as well as oil and chemical binders and even car polish – we offer all products from a single source and thus our brand stands for the technical and visual value retention of the vehicle.”

“For us, it’s not about becoming the most popular brand - that’s also an outstanding achievement,” Günther Wengert declares– but all about offering products that readers and ultimately customers are convinced of. “That’s what the car magazines were asking. This is not a ‘soft skill’, but a core competence to which we attach great value. That’s what our efforts are aimed at,” emphasizes the sales expert. The bottom line is that workshops and retailers want products that the end consumer demands. “And we will continue to drive this demand with our revamped car care series.”