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.
When the best 16 ice hockey teams meet in Slovakia from May 10 to battle it out for the title of world champion, Liqui Moly will be part of the fray. The German oil and additive specialist is a sponsor of the 2019 IIHF Ice Hockey World Championship. “The tournament wonderfully complements our motor sport activities,” says Ernst Prost, Liqui Moly CEO.
Liqui Moly will present its full range of automotive chemicals at the Automechanika trade fair in Birmingham. “We don’t just supply oils and additives, we also have pretty much any chemical product required for anywhere in the car,” explained Ibrahim Memis, who is responsible for Liqui Moly ‘s business in Great Britain. “This makes us unique in the sector.”
Using the wrong additive is like giving someone the wrong medicine. This is why Liqui Moly adds an additional safeguard to ensure motorists always use the right additive. The new pourers for fuel additives prevent petrol additives from going into diesel tanks and diesel additives from going into petrol tanks.
Liqui Moly has added Superbike World Championship (World SBK) support for the Italian GRT Yamaha team to its MotoGP involvement. The team sponsorship will mean the company’s logo will be displayed on the motorcycles, racing overalls, team truck, and at the official Yamaha hospitality, while the team will have access to Liqui Moly motorcycle products, including more than its core oil and additive products.
The German oil and additive specialist Liqui Moly has signed an advertising deal with Formula 1. It will advertise on the race track at eleven races, one of a few select brands. “We hope that out of the more than one billion viewers who follow this spectacle on television all over the world every year, it may occur to some of them to take a closer look at Liqui Moly and purchase our products,” explains CEO Ernst Prost. Formula 1 is not new to the lubricant brand; Liqui Moly was involved with Team Jordan in the 2000s.
Liqui Moly’s first worldwide online campaign was “a resounding success,” the German oil and additive specialist states. The target the company set itself was one billion impressions. “In fact it went so well that we ultimately achieved 1.6 billion impressions,” says CEO Ernst Prost.
The German oil and additive specialist Liqui Moly has completely revised its app. It provides information on the right motor oil for a particular vehicle. The Liqui Moly app is available free of charge for iOS and Android.
The Liqui Moly Bathurst 12 Hour starts on the last day of January. The endurance race in Australia marks the start of the season for oil and additive specialist Liqui Moly. “We’re looking forward to an exciting race,” says Peter Baumann, marketing manager with Liqui Moly, adding that the endurance race is a key marketing component for the company.
During its first year as part of the Würth Group Liqui Moly has chalked up a new record turnover, but growth has been more subdued than previously. The German oil and additive specialist recorded a turnover of 544 million euros, just two per cent more than the previous year. “International trade disputes, the hot summer and increasing costs, especially the dramatically increased crude oil prices, have all contributed to the significant slowing down of our earnings growth,” says Ernst Prost, Liqui Moly CEO.
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