German oil brand Liqui Moly has set up a UK subsidiary, Liqui Moly UK, as it continues its growth in the country.
Liqui Moly traditionally works with independent importers in most countries. However, in the UK, it has had its own employees for a number of years. This team has personally supported the wholesale and specialist trade, with additional help on visits to garages.
“The foundation of LIQUI MOLY UK is the next logical step,” explains Salvatore Coniglio, Export Manager at Liqui Moly. “It sends out a signal to customers that we will be providing them with even more effective support and are planning big things in the UK. This will enable us to better exploit the potential offered by the British market.”
More jobs expected
The establishment of a new subsidiary underscores the potential that the oil and additive specialist sees in the UK market. Additional personnel have already been hired, with the new subsidiary’s headquarters based in Birmingham. More jobs are expected to be created throughout the year, especially in sales.
“These are investments that directly benefit our customers,” added Coniglio. “Business is still done between people. That’s more important today than ever. In a personal conversation, I can respond much better to a customer’s needs and set out the various elements of what it is we provide. And, of course, I can talk more effectively about our concepts and our wide range of oils and additives, about car care for the outside and inside, about products for cars, but also for commercial vehicles, motorcycles and boats.”
Branding efforts
While in Germany, Liqui Moly is a well known company, with consumers voting it the leading oil brand in multiple automotive magazines, this level of success is yet to be seen in the UK. However, the company is pushing forward with its marketing strategies to ensure the name is recognised. Liqui Moly is involved with Formula 1, MotoGP and several UK-based motorsport championships, including the Mini Challenge, CSCC, and the British Rallycross Championship.
The business hopes that with this exposure, Liqui Moly UK can advance to the same success as its parent brand, while ensuring a fast and friendly local service for the British aftermarket.
