Celebrating success, inspiring future progress

Aligning on strategies, achieving great success together: Held under the motto ”Yalla 2026 – Connecting Markets, Driving Growth”, German lubricant specialist LIQUI MOLY conducted a partner meeting in the city of Muscat in the Sultanate of Oman.

The event was an excellent platform to prepare and align customers and partners from the region for the business year 2026 and ahead, and it resulted in a highly positive and constructive exchange. LIQUI MOLY was pleased to welcome 50 guests from 12 countries. Partners from Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Oman, Palestine, Qatar, Saudi Arabia, Syria and UAE took the opportunity to connect.

“Muscat proved to be the perfect location for our 2026 edition, reflecting tradition, stability and progress – values that strongly align with our vision for the region”, said Marco Renz, Sales Director Middle East & Africa from LIQUI MOLY. The sharing of the company’s vision, strategic direction, and upcoming opportunities added significant value to the discussions and overall alignment across countries. One-on-one meetings with partners helped to agree on the way forward in each market. “These intensive direct connections were extremely valuable in strengthening relationships, addressing market-specific needs, and reinforcing shared growth ambitions for the coming period”, states Marco Renz.

Attendees were also provided with best‑practice insights on LIQUI MOLY’s Marine and Motorbike segments, as well as introductions in Backoffice and Logistics processes and marketing updates. Technical product insights were not neglected either: LIQUI MOLY’s new Brake Fluid Tronic service device for changing the brake fluid and bleeding the hydraulic brake system was shown in operation to all participants. This demonstrated LIQUI MOLY’s commitment not only to business development but also to product awareness, education and technical support. 

During the meeting, LIQUI MOLY also took the opportunity to recognize outstanding sales performance in the past year, presenting official certificates to the successful partners. Furthermore, LIQUI MOLY was proud to honor long-term partners. Al Hashar & Co. from Oman was recognized for 10 years of partnership, Ali Alghanim Sons Automotive from Kuwait for 15 years, Autoland Company from Iraq for 20 years, as well as AAZ Capital from Bahrain and The Central For Oil Lubricants Trade from Jordan for 25 years of partnership each. Export Area Managers Markus Holzner and Ragheed Gharzeddine congratulated and awarded them for these remarkable milestones.

A particular highlight was the visit to the headquarters of business partner Al Hashar, LIQUI MOLY’s esteemed partner in Oman, who strongly supported the regional gathering. This important part of the agenda was greatly valued by the LIQUI MOLY team and partners as it provided the opportunity to experience local operations up close.

“The atmosphere throughout this partner meeting was exceptional. There was a genuine sense that all participants belonged to one LIQUI MOLY family, reflected through the energy, commitment and great teamwork shown during the event. We had the opportunity to share our company values, regional vision, and future strategic direction, and it was inspiring to see strong alignment and enthusiasm from all partners regarding the opportunities ahead. I’m convinced that we are building solid foundations for continued growth in the region”, emphasizes Marco Renz.

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.