APR and Dinan bank on LIQUI MOLY

April 25, 2019

April 2019 – German oil and additive manufacturer LIQUI MOLY has become the exclusive lubricant partner for both US-based tuning specialists, APR and Dinan. Besides LIQUI MOLY oils, the two firms are also using the brand’s additives and other automotive chemicals.

APR specializes in VW Group models, i.e. Volkswagen, Audi, Porsche, Škoda and SEAT vehicles, offering car owners who want to take their production vehicle to the next level with everything from wheels, brakes and exhaust systems to software tuning, turbocharger systems and more. With a global network of around 600 dealers, APR operates across the globe. Dinan specializes in BMW models, for which it offers a similar assortment.

APR and Dinan are represented at many regional and local tuner events in the US. As often the only oil brand to attend such events, LIQUI MOLY increasingly caught their eye. “These local and regional events are doubly important to us,” explains Sebastian Zelger, director of LIQUI MOLY USA. “Firstly, our oils and additives are the number one choice when it comes to delivering maximum engine performance. And secondly, many who attend these events also purchase our products. They also recommend our oils and additives to their friends.”

What’s more, all three companies specialize in German models. “Automakers in Germany long ago ceased using the lower tested requirements of API specification oils,” says Zelger. “Instead designing their own highly sophisticated oil specifications.” Oils such as those offered by LIQUI MOLY, which have been officially approved by Volkswagen and BMW. All these similarities have ultimately led the trio to join forces. “We want to be able to offer our customers nothing but the best – and that includes LIQUI MOLY motor oil,” says Nathan Fette, Dinan’s brand manager.

Dinan and APR use exclusively LIQUI MOLY oils and additives, and illustrate this on their vehicles and in social media. As soon as the partnership was sealed, LIQUI MOLY took part in an APR and Dinan Dealer Summit. Most dealers were already familiar with LIQUI MOLY and many had been buying the brand’s products for a while. LIQUI MOLY aims to use the official partnership to significantly boost product sales for both APR/Dinan and LIQUI MOLY. “Our collaboration with APR and Dinan is a key step for us – both in the US and globally,” says Zelger.

About APR

Founded in 1997, APR is the global leader in performance aftermarket products for Volkswagen, Audi, Seat, Skoda, Porsche, and other vehicles. APR develops and manufactures hardware, software, calibration & data-logging tools for engine and transmission controllers, including intakes, exhaust systems, intercoolers, turbocharger systems, suspension, brake systems, wheels, and more. APR delivers software via a 24-hour automated global delivery system from its 80,000 square foot state of the art facility in Opelika, Alabama. Learn more at www.goapr.com.


About Dinan

Founded in 1979, Dinan is well established as North America’s premiere BMW tuner. Dinan develops, manufactures and markets a comprehensive line of high performance products and systems, distributed through a nationwide network of Authorized Dinan Performance Centers that includes select BMW Dealerships and Independent BMW Service/High Performance facilities. Recently, Dinan has further expanded its offerings to include other European marques such as Mini and Mercedes

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LIQUI MOLY - more than just oil and additives

April 16, 2019

April 2019 – 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," explains Ibrahim Memis, who is responsible for LIQUI MOLY's business in Great Britain. "This makes us unique in the sector."

In total, LIQUI MOLY supplies around 4000 items. Engine oils and additives are the most important mainstays but it also has a wide range of chemical products and tools with which to apply them. It starts with everyday products such as car care, through to products for specialists like brake cleaner, underbody sealer and tire fitting lubricant, and on to complex equipment for professionals such as Gear Tronic II which turns changing the oil in even the most difficult of automatic gearboxes into child's play. "As LIQUI MOLY has everything, it is all available from one place and it all works together," says Ibrahim Memis.

LIQUI MOLY helps garages by providing clarity in the ever more crowded field of oil specifications. "Based on their respective customers' vehicles, we recommend an individual selection of engine oils to garages, so that they have the narrowest possible range of oils to service the widest range of vehicles," says Ibrahim Memis. "This makes things easier for the garage and saves them money."

LIQUI MOLY focuses on premium quality and produces exclusively in Germany. This means that the brand is not always the cheapest. "But we don't want to be the cheapest. We want to be the best!" says Ibrahim Memis. LIQUI MOLY has recently been elected the most popular motor oil in its home-country of Germany yet again. LIQUI MOLY has also been the undisputed market leader there for additives for a good number of years.

Automechanika Birmingham will be held from the 4th to 6th of June at the NEC. LIQUI MOLY will be at Booth K120.

Double victory for Dynavolt Intact GP in Austin, powered by LIQUI MOLY

December 15, 2019

Thanks to these outstanding results, the Dynavolt Intact GP squad took the lead in the team standings.
They came, saw, and won can be said about Tom Lüthi and Marcel Schrötter after a highly successful conclusion of the race weekend in Austin. Both Kalex riders dominated most of the three days in Texas and crossed the finish line in first and second after an 18-lap battle.

The LIQUI MOLY Motorbike 4T Synth 5W-40 Race forms the basis of all teams for strong racing performance in Moto2 and Moto3.

From the start, the Intact GP riders built the top trio along with Alex Marquez, who led the race at the beginning and who was not easy to pass. While Tom Lüthi could finally take the lead after several attempts and a rather rough contact with the Spaniard after seven laps, he could not be stopped anymore. The Swiss escaped at the front when Texas pole setter Marcel Schrötter two rounds later also found a way past the Marc VDS rider, which didn't happen neither without bike and body contact. Fortunately the German remained on his bike and gave everything to make up the gap to his teammate in front of him. 

But in the end the man with start number #12 had a lead of more than two seconds and crossed the finish line as a superior, cheering winner, while his pit neighbour also kept his distance to Jorge Navarro, who was approaching in third place, and was happy about an unbelievable second place.

Tom Lüthi: I am really, really happy. When I passed the chequered flag in first position I immediately started to scream into my helmet. It was an unbelievable feeling. To get a victory again and be back at the front is amazing. The whole weekend went well. We had a good pace and I knew I could be fast. But the guy next to me in the garage has been faster than me all practice long and I think that was not too bad as it put me under a lot of pressure. We had to fight hard to find the right setup. I want to thank my team for this amazing effort and that we are back at the top. 

Teammanager Jürgen Lingg: I did not realize what just happened yet to be honest. Places one and two… we knew that this is possible, but if you achieve it, that’s another story. Now we finally did it, but in a way that I had not expected. Both were incredible. The others did not have much of a chance against our riders. That did surprise me a bit and it will take some while until I realized it. I have to praise the whole team. It is so much fun this year and the chemistry is just right. Everybody is giving everything and works super professional and you can see that on the result. I am really very, very proud of all of us.

When MotoGP opens its European season in Jerez de la Frontera in three weeks time, from May 3rd to 5th, Marcel Schrötter and Tom Lüthi will arrive at the Spanish track as runners-up and third in the World Championship with the mission to continue their hunt for this year's title.

LIQUI MOLY remains the most popular oil for commercial vehicles

September 12, 2018

September 2018 – oil and additive specialist LIQUI MOLY adds another title.The company was awarded "Best Profi Werkstatt brand" in the oil and lubricant category at the Automechanika trade fair in Germany. In so doing, the automotive chemical specialist defended its leading position by gaining its third readers' choice award from a Huss publication.

"Third selection, third victory - it doesn't get any better," says Peter Baumann, getting right to the point. He is responsible for LIQUI MOLY marketing globally and accepted the award for "Best Profi-Werkstatt brand" at Automechanika. The most important trade fair in the wear and repair sector takes place in Frankfurt every two years. Since 2014 Huss publications has asked the readers of its specialist publication Profi Werkstatt to vote and uses the event to host its award ceremony. LIQUI MOLY has been part and parcel of the prize list since then.

This year alone, the lubricant specialist has won seven readers' choice awards, including those of the largest German automotive magazines. But nothing is taken for granted: "Each year we are excited to see if we can defend our title," the Marketing Director explains. "In the end, this is an honor for the entire LIQUI MOLY team because everyone contributed to make it a success."

And the result is very important to LIQUI MOLY because the voters take cars and commercial vehicles very seriously and really identify with the issues. "The readers of a specialist title like Profi Werkstatt are, in point of fact, professionals who come into contact with the products they are voting for in their day to day work. For this reason the title means a great deal to us," explains the Marketing Director.

All the more so as the commercial vehicle market is highly competitive. Supply, rather than demand, dominates. There were more than 200 brands to choose from in 22 categories. In total over 20,000 votes were cast. This range highlights the role that brand plays in the purchase decision. Peter Baumann: "It gives orientation, adds an emotional benefit to product selection and builds trust."

Fast cars and beautiful women

September 04, 2018

September 2018 – the 2019 LIQUI MOLY calendar comes with a lot of horsepower. Exclusive sports cars and beautiful women are staged together in it. "Our calendar has a big fan base," says Peter Baumann, Marketing Director of the German oil and additive specialist.

It is above all current sports cars such as the Lamborghini Aventador, Audi R8 V10 plus, Mercedes AMG GT S and Dodge Charger that can be seen. One vehicle stands out not just because of its age: a DeLorean DMC-12, 1981/82 model. It used to belong to the American entertainer Sammy Davis Junior.

It took one week for all the pictures to be taken. As ever, there was a great emphasis on carefully composed esthetics. Peter Baumann: "The quality of the calendar is just as high as the quality of our products."

The LIQUI MOLY calendar has existed for almost 20 years. In this time it has found a big fan base. "It is intended to be a little ray of light in the stressful everyday life of a garage," says Peter Baumann. The calendar does not begin in January, but already in December, meaning 13 themes await the beholder.

See preview at LM CALENDAR 2019

Fight engine wear

August 14, 2018

August 2018 – Wear is a natural enemy for any engine. Metal rubbing against metal is the quickest way to wear out an engine. It shortens the service life and drives up repair costs. LIQUI MOLY protects engines. For this purpose the additive specialist from Germany offers three powerful agents: Oil Additive, Motor Protect and Cera Tec.

Oil Additive is still an excellent additive for older vehicles today. It was the first product from LIQUI MOLY, when the company was founded in 1957. This engine oil additive contains MoS2. MoS2 is a solid lubricant, similar to graphite. "It forms a protective layer on the metal surface, preventing direct contact between adjacent metal surfaces in the engine," says David Kaiser, Head of Research and Development at LIQUI MOLY. "This is particularly important immediately after starting the engine, before the motor oil has circulated to all points in the engine." Moreover LIQUI MOLY Oil Additive improves the emergency running properties, ensuring that the engine is protected against pistons seizing up when the lubricating film tears off. MoS2 is black, giving the entire additive a very dark color. When added to the motor oil, it also becomes dark. The motor oil may have the appearance of old, used oil, but, in this case the dark color is a sign for effective wear protection. The Oil Additive has proven itself in cars around the world for over 60 years.

While the solid lubricant in LIQUI MOLY Oil Additive reduces friction in the engine physically, LIQUI MOLY Motor Protect accomplishes this function chemically. It contains so-called friction modifiers, which have a smoothing effect on the metal surfaces with which they connect in the microscopic area. Motor Protect is suitable for state-of-the-art cars and is intended for users who want a wear protection additive not containing any type of solid lubricants whatsoever.

Oil Additive protects physically, Motor Protect chemically - and LIQUI MOLY Cera Tec combines both of these strategies. It, too, contains "friction modifiers” for chemical protection. And it also contains solid lubricants for physical protection. These consist of microscopic ceramic particles, which give the additive a beige color. They are so small, that they can easily pass through the oil filter. "This double protection makes Cera Tec a highly effective additive, the effect of which lasts for up to 50,000 kilometers," says David Kaiser. "This makes it particularly economical to use." It is the first choice for newer vehicles.

All three additives reduce friction in the engine. This reduces the engine temperature and even lowers fuel consumption a little. Furthermore, the engine is better protected under extreme loads. And, after all, less wear means a lower risk of repair and a longer service life of the engine. David Kaiser: "This means the additives not only protect the car, but also its owner's wallet."

Two Hyundais for the LIQUI MOLY Team Engstler

August 06, 2018

August 2018 – One of the most experienced racing teams in touring cars expands its fleet: Alongside the traditional VW Golf TCR, the LIQUI MOLY Team Engstler now also has two Hyundai i30 N TCR. The oil and additive specialist LIQUI MOLY welcomes this development as the main sponsor. "It is also an expression of our close cooperation with the car manufacturers," says Marketing Director Peter Baumann.

The LIQUI MOLY Team Engstler has been driving touring cars for decades. The team owner Franz Engstler once sat behind the wheel himself; today his son Luca is walking in his footsteps. The team used to drive BMW, has driven Volkswagen for several years and now also drives Hyundai.

The LIQUI MOLY Team Engstler enters the ADAC TCR Germany racing series with six vehicles. Two of them are now Hyundai i30 N TCR, the other four remain VW Golf TCR. Nothing is changing in the TCR Asia racing series and the team will continue to drive its four VW Golf TCR.

One team, but two vehicle models - this does not make logistics easier. However, for all the technical differences, one thing remains the same: "No matter which model - the engine and gearbox are lubricated by LIQUI MOLY," says Peter Baumann. No special racing developments are used here, instead high-performance oils from the regular range. The fully synthetic Synthoil High Tech 5W-40 ensures that the engine can give its full performance even under extreme loads. And the Fully Synthetic Hypoid Gear Oil (GL5) LS SAE 75W-140 reliably protects the gearbox oil even in hot racing conditions.

At the weekend the two Hyundai i30 N TCR had to show their stuff for the first time in a race at the Nürburgring. Luca Engstler caused a surprise in the second run: Starting in 18th place, he fought his way up to the 6th position. Team colleague Théo Coicaud came in 8th place. In the first race the Frenchman was one place better and Luca Engstler came 9th. A successful debut overall. The next stop for the TCR Germany is Zandvoort, Netherlands from 17 to 19 August.

Automechanika: Extra business for garages

July 19, 2018

July 2018 – Supporting garages in their everyday work and opening up new sales opportunities to them, that's what the German oil and additive specialist LIQUI MOLY has set out to do. At Automechanika Frankfurt, the largest exhibition for the automotive aftermarket in the world, the company presents two new devices that do precisely that.

The first device is the JetClean Tronic II. With it garages can give the engine and fuel system a thorough cleaning. It removes deposits particularly quickly and thoroughly. Once connected to the injection or intake system, the device pumps in the cleaning additive developed in-house. The cleaning process itself is monitored by the device. The mechanic can take care of other jobs in the meantime and yet the safety that nothing will go wrong and that the fuel system will not have to be laboriously ventilated afterwards is still ensured. The only other way to attain the same result would be to remove the components and to clean them by hand – a much more inconvenient and laborious undertaking.

The garage can offer the cleaning both as a separate service relating to a problem as well as preventively integrating it into the annual inspection. Both help to elevate above the competition. And, particularly with heavily loaded vehicles, the customer immediately notices a significant difference. Depending on the number of cleans carried out, the JetClean Tronic II will amortize in just a few weeks. It is suitable not only for cars, but also for commercial vehicles, construction machines, motorcycles and boats.

The second device is the GearTronic II for the difficult oil change of automatic gearboxes. The delicate simultaneous emptying and filling of the transmission takes place fully automatically and does not have to be supervised. The menu navigation via the keypad, including LCD screen, takes place with computer support and is particularly intuitive. In order to relieve the mechanic in their work, the Gear Tronic II has a vehicle database and shows which transmission oil the respective vehicle needs and how large the filling quantity is. This simplifies the work routine and protects against faults and expensive claims.

The Gear Tronic II has not only mastered the oil change. With it cleaning and care additives can also be integrated into the service. This makes technical sense and means an additional business for the garage.

Alongside these two devices LIQUI MOLY is also presenting a series of smaller new products at Automechanika Frankfurt. Furthermore, the exhibition is one of the few opportunities to see the entire LIQUI MOLY range, spanning almost 4,000 products.

Automechanika will take place from the 11th to 15th of September in Frankfurt, Germany. LIQUI MOLY can be found in hall 9.1 at booth C06.

The fairytale of a single oil for all cars

July 17, 2018

July 2018 – Many, many years ago it was easy: You did not have to worry about the right motor oil because the same oil was suitable for almost all cars. This is totally different today. Oliver Kuhn, deputy manager of the LIQUI MOLY oil laboratory, explains why there is no longer a universal motor oil.

In the past it was almost irrelevant which oil you poured into the engine: There were hardly any differing sorts of oil and the car tolerated almost everything. Later there were more oil types, but the various viscosities such as 10W-40 or 15W-40 still offered some orientation. This describes how thick or thin the oil is in cold and hot conditions. But today the viscosity is just one of many important properties and offers little help in the search for the right oil, says Oliver Kuhn.

Industry standards are decisive for the motor oil today, such as those by the European Automobile Manufacturers' Association (ACEA) or the American Petroleum Institute (API). Furthermore, especially European car manufacturers have developed their own oil specifications. "Overall there are currently more than 50 specifications for motor oil," explains Oliver Kuhn.

But what happend for the jungle of oil types to keep growing like this? In their efforts to reduce fuel consumption and therefore also emissions, especially European car manufacturers discovered motor oil to be one of many adjustment screws. When they develop a new engine, the properties that the oil should have are set out early on. It is then up to the oil manufacturers to develop such an oil. Because each car manufacturer follows a different technological approach, the required oil properties deviate from one another. Sometimes numerous properties can be combined in a single oil, but sometimes not.

This means that the general lubricant from previous decades has become a highly specialized liquid. And what's why there cannot be a universal oil today that fits all vehicles. "Anyone who says otherwise either doesn't know what they are talking about or wants to take you for a ride," says Oliver Kuhn. LIQUI MOLY produces exclusively in Germany and has the right oil for practically every car.

The question of the "best oil" can therefore not really be answered in general terms. Instead it is a question of using the right oil for each car. Today, motor oil is like a liquid replacement part. Putting in the wrong oil is like fitting the wrong replacement part. This threatens dangers that go beyond a little oil sludge. There are actually oil-engine combinations that destroy the engine after just a few hundred kilometers. Which oil is right for a vehicle can be found in the handbook or the online oil guide at www.liqui-moly.com. Simply enter the make, model and engine to obtain a list of the right oils.

A change in trend towards fewer oil types is not on the horizon. Quite the opposite: In future the variety of oils will grow even further and the trend towards ever more specialized oils will continue. "This makes life more complicated for car drivers and mechanics alike," says Oliver Kuhn. "Fewer oil types would, of course, be easier for us as a manufacturer, too. But this development is being advanced by the car manufacturers, not by us.

The best oil brand is LIQUI MOLY

March 15, 2018

March 2018 – A total of 7.2 million readers in Germany were asked to name the best oil brand. The readers of Auto Bild, Auto Motor und Sport, Auto Zeitung and Motor Klassik answered the same each time: LIQUI MOLY. "This clear vote is an award and obligation at once," says Ernst Prost, CEO of the oil and additive specialist. 

Today Auto Bild announced its results, the other publications already did so a few weeks ago. With Auto Motor und Sport and Auto Zeitung this is the eighth year in a row that LIQUI MOLY has been chosen as the best oil brand. With Auto Bild and Motor Klassik it is the seventh year in a row. In spite of this, there is no trace of routine or nonchalance: "It is very exciting for us when the results are released. Almost like at the Oscars," says Ernst Prost. "The good performance in the readers' surveys is so important to us because it is a democratic vote and it offers an honest picture of the mood."

The motor oil business is dominated by large, global corporations. And yet the SME from Germany is able to assert itself as David over the Goliaths and to always have its nose in front both on the market and in terms of customer satisfaction. "To be voted as the best oil brand again and again for almost a decade, that doesn't happen by itself," says Günter Hiermaier Head of Sales Domestic and Austria. "This is the result of the hard teamwork of all 850 employees. We want to offer our customers the best products and the best service."

Alongside the many other advertising measures, the popularity of LIQUI MOLY is also contributed towards by the global sponsorship activities. Over the past few months, the brand was visible at numerous wintersports events. "It is currently represented at the MotoGP motorbike world championship and in May it will be at the Ice Hockey World Championships in Denmark," says Marketing Director Peter Baumann.

Brand awareness is important, but the hard currencies are quality and innovation. That's why the company invests millions into research and development each year. In 2017 it was 5.3 m euros. "We are in close contact with the world's major car manufacturers and therefore offer our customers oils with the corresponding approval," says Development Director David Kaiser. "The customer can get lubricants from us for classic cars just as it can for vehicles with the latest engine technology." And it doesn't matter what kind of lubricant it is, all go through the same complex testing processes. "This allows us to ensure a permanently consistent product quality of the highest level." How future motor oil generations might look, that's what the researchers are working on, so that "Made in Germany" and "Made by LIQUI MOLY" lubricants will be voted as the most popular and best in Germany by car drivers in the future, too.

LIQUI MOLY is the Official Sponsor of the 2018 IIHF Ice Hockey World Championship

April 17, 2018

April 2018 – LIQUI MOLY ignites the last stage of its winter sports advertising chain in Denmark. There the best national teams will cross sticks at the 2018 IIHF Ice Hockey World Championship from May 4 to 20. The German oil and additive specialist is the official sponsor of the competitions that will be carried out in Copenhagen and Herning.

"The Ice Hockey World Championship organized by the IIHF is the biggest annual winter sports event and the ideal closing point for our multi-million advertising measures this season," says Peter Baumann, Marketing Director at LIQUI MOLY. How good the ice hockey vehicle is going is made clear by the figures from the past title fights, which took place in Cologne and Paris. There LIQUI MOLY was represented as an advertising partner for the first time: The event was broadcast on TV to a total of 166 countries around the world over more than 8,300 hours, almost twice that of five years ago. Over the same period, the overall audience rose by around 30 percent to almost 1.3 billion viewers.

Even the number of those who passed through the gates of the ice hockey arenas in May 2017 is the second-best figure of all time with more than 686,000. "Such advertising cooperations strengthen our publicity in the domestic market and globally. And because we hereby bring viewers that we would not reach with our motorsports involvement closer to the LIQUI MOLY brand, we are rapidly expanding our brand awareness," says Peter Baumann. 

After the sensational silver medal win of the German national team at the Olympic Games in South Korea, it is not just the fans in Germany who are excitedly anticipating how the team will do in Denmark. "The sparked euphoria will have a certain positive effect on the spectator and media figures," suspects the Marketing Director at LIQUI MOLY.

The field of participants is made up of five teams from eastern Europe, four north European countries, plus Canada and the USA as well as Germany, France, Austria, South Korea and Switzerland. "In all of these countries, ice hockey is either very popular or a national sport. Russia is by far our biggest export market and we want to continue our growth path in North America. We see huge potential there," explains Peter Baumann.

At the two world championship arenas in Copenhagen and Herning, the company logo will be seen on a rinkside board in the area visible on television, and it will also appear on all official printed materials and partition walls, as well as in the advertising clips shown on the stadium cubes. LIQUI MOLY will also be a sponsorship partner at the World Championship taking place in Slovakia in 2019.

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