- 11/03/2025
- 3min
The new LIQUI MOLY – sportier, more modern, more emotion
LIQUI MOLY? It’s well known. The brand? It’s popular. ‘Engine oils, additives, car care’? That was the claim. ‘FOR THE DRIVERS’ is its successor – and even more. “These three words represent our completely new brand strategy,” says Marketing Director Marco Esser. The new look will be presented to a wide audience for the first time at the industry events AAPEX and SEMA Show, which are taking place simultaneously in Las Vegas (USA).
The relaunch for the international presence of LIQUI MOLY follows the goal of ensuring that the brand has a uniform appearance across markets and channels. “At the same time, the individual regions are given enough space to address the specific market,” explains Esser.
The design is clear and flexible in its application. The typical company colors are being retained: Blue and red represent the brand. They also form the racing stripes, which literally emphasize the linearity of the modified form and colour language. White provides freedom in the design. Omission of colors as eye-catchers. In addition, short and concise messages in the ‘typically German’ DIN Pro font. It is the result of a comprehensive positioning process that also led to the creation of the new tagline ‘FOR THE DRIVERS.’
This defines LIQUI MOLY as an approachable enthusiast of driving pleasure. “Our services and products make exactly that possible,” says the Marketing Director. “This is how we are broadening our outreach, while of course continuing to emphasize our racing expertise and strong connections with our workshop partners in our communications.”
To put it more vividly: more emotion! “We want to give drivers goosebump moments. Our focus is on customers who notice that the engine feels different due to our lubricants and additives,” explains Esser.
His marketing team with 65 employees in Germany and another 20 abroad is all about clear advertising messages. The mission is clear: “We want to stand for the best possible mobility experience. Whether in the air, on the water, on the road or on the lawn.” Diversity is important for Esser: “No matter who you are, where you come from, whatever you drive – we’re there for you.”
“We are on the way from being a medium-sized enterprise to becoming a major corporation,” Esser declares. His personal vision by 2030: Make LIQUI MOLY one of the best-known brands in the mobility sector. By then, the entire brand image will have been refreshed.
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.
- Telephone:
- +49 731 1420-178
- Email:
- sina.ataei@liqui-moly.de
