New Marketing Director at LIQUI MOLY

On January 1, 2025, a “living legend” is leaving the Ulm-based lubricant specialist LIQUI MOLY: Marketing Director Peter Baumann is taking his well-deserved retirement after 39 years and numerous milestones. His successor is Marco Esser, who was previously Deputy Marketing Director.

On January 1, 1986, Peter Baumann’s success story began. Hired as an assistant to the management, he took on the development of the marketing department for the medium-sized Swabian company, which today sells its products in around 150 countries with great success. He was greatly encouraged by the then Managing Director Ernst Prost. He began his equally successful career in 1990 as Marketing Director, before passing on this position to Peter Baumann in 1993. A few years later, he became an authorized signatory. LIQUI MOLY became a global player for engine oils, additives and car care.

It was a permanent process that made LIQUI MOLY a global company. Unmistakable trademark: the enormous presence as a sponsor and supporter of global elite sport. Be it in Formula 1 with Sauber Motorsport in 1993, in the Bundesliga for the first time in 2000 with the TSV 1860 Munich, or for more than 10 years in MotoGP, the highest class of motorcycle racing. Peter Baumann was the leading man behind the scenes and once again crowned his life’s work with his commitment as an “Official Partner” in Formula 1.

“Being active in Formula 1 for seven years now was another decisive step in our development to become a global 'Love Brand'. We are very close to our sales vision of one billion euros in annual sales. I think such stories have helped a lot. That makes me very proud.”

When asked what he would do with his new free time, Baumann answered: “I mainly want to take care of my family and myself. No appointments, no travel, no meetings. It’s time for something else. Time has been in short supply to date. But I'm going to take it all in my stride now.”

Successor Marco Esser, previously Deputy Marketing Director and former Head of Corporate Communications at LIQUI MOLY, is making his mark. He comments: “Such a long history with just as many successes doesn't come along too often. Following Mr. Baumann in this role is a great honor on the one hand, and a huge challenge on the other. We have had a very good, long and intensive period of coordination, for which I am very grateful. And I'm especially grateful for the trust of Mr. Baumann and the staff. I will do everything I can to adequately succeed him. At the same time, however, I now take my hat off to his ‘term of office’ and wish him all the very best for his retirement. There will always be a place for him with us in the LIQUI MOLY family worldwide, which of course he knows.”

Linking tradition with modernity and thus always staying up to date will continue to be a major strategic factor for LIQUI MOLY marketing, according to Peter Baumann and Marco Esser. 

It is particularly important for Peter Baumann to express his gratitude for his time at LIQUI MOLY: “Being part of this team, being part of this family, makes me grateful, humble and extremely proud all at the same time. You know our recipe for success best. So, keep up the good work. We have achieved a huge success story. And friendships have been formed that will last forever. I would like to thank all those who made my time at LIQUI MOLY what it was: absolutely unique!”

About LIQUI MOLY

With around 4,000 items, LIQUI MOLY offers a global, uniquely broad range of automotive chemicals: Motor oils and additives, greases and pastes, sprays and car care, glues and sealants. Founded in 1957, LIQUI MOLY develops and produces its motor oils and additives in Germany. There, it has been voted the best brand in the lubricant category for many years. The company sells its products in around 150 countries.