LIQUI MOLY INVESTS IN AN AUSTRALIAN SUBSIDIARY
The oil and additive specialist is set to re-organise its Australian business to enable growth plans
A fundamental change to Liqui Moly’s sales and distribution strategy for Australia has been announced.
The oil and additive specialist from Germany will take over the importation of all its products into Australia, with its newly established company Liqui Moly Australia Pty Ltd, with headquarters in Sydney.
“This allows us to enter further into the market, offer better service and tackle new market segments,” Liqui Moly Director of Exports, Salvatore Coniglio, said.
Liqui Moly has been a brand in Australia for more than 10 years and is currently being supplied to workshops through automotive parts retailers.
Motorsport fans know the brand as the sponsor of the Liqui Moly Bathurst 12 Hour along with other key branding investments across MotoGP and Formula 1.
The company normally distributes its range of products through independent importers and distributors, with this being how it operates in well over 100 countries with its own subsidiaries in only five countries. Now Australia will become the sixth.
“A subsidiary gives us more freedom to operate and opens up new opportunities,” Salvatore said.
Liqui Moly says this starts with extensive in-house warehousing, which increases product availability and reduces delivery times. Connected to this is an expansion of the product range.
“We are known mostly for our oils and additives, but we have around 4,000 products with all kinds of automotive chemicals. We want customers here in Australia to benefit even more from this wide range,” Salvatore said.
Liqui Moly says it also has its sights set on new markets, such as commercial vehicles, motorcycles and boats. The aim is to reach more markets and more buyers with Liqui Moly products.
Liqui Moly Australia will be headed up by Mark Johnson, who previously worked for Liqui Moly. Mark has a long history within the Australian automotive aftermarket and more recently in e-commerce.
“It was important for us that an Australian runs the business here,” Salvatore said.
“We started supplying Liqui Moly to the Australian market back in 2008 by offering a small selection of additives and oils.
“Re-organising our Australian operations will only strengthen our local brand experience, allow us to partner directly with our resellers, better support our core fan base and ensure continuity of supply.”
“A subsidiary also enables efficiencies in our supply chain and a doubling down on our customer service promise,” Mark said.
For more information, visit www.liqui-moly.com