Isuzu teams up with Liqui Moly

Liqui Moly provides premium quality lubricants, oils, additives, and repair kits for high performance engines in cars and motorbikes and the company’s products are relied on by customers to look after the smooth running of their automotive pride and joy.

Needless to say, the Liqui Moly range has become a bit of a ‘go to’ product globally for keeping engines in tip-top shape.

The German-owned company has recently expanded its Australian network and with customers now nationwide, Liqui Moly is hitting its stride.

Head of Strategic Partnerships and Community Engagement Belinda Narbey discussed the company’s background in Australia and growth over the past three years.

“We have a few methods of distributing Liqui Moly’s products,” Belinda said.

“Our main customer base is professional buyers such as independent workshops, while local mechanics also make up a large part of the market.

“We have our reseller channel that workshops purchase through and our retail channel, where our products are found in automotive specialist stores Supercheap Auto, Autobarn and Auto One.”

Liqui Moly was founded in 1957 in Ulm, Germany.

The patent for production of molybdenum disulphide was the spark that formed the company. Molybdenum disulphide, one of Liqui Moly’s key products, enhances the lubrication quality of oil and offers emergency operating features under harsh conditions.

The brand expanded into the Australian market in 2008 through an importer, with a local subsidiary formally created in 2020.

“As the Australian subsidiary is so recent, we are all hands on deck to help the business grow,” Belinda said.

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“A great example of this is our sponsorship of a car in the Touring Car Racing (TCR) Australia Championship, as well as our involvement in Formula 1 and MotoGP, which is backed by the brand through our international sponsorship.”

Belinda is busy expanding the brand partnerships for Liqui Moly and keeping the public relations and human resources side of things moving.

That’s why, in 2020, she opted for the hardworking and reliable Isuzu FRR 107-210 to assist in the company’s activities in the field and at events.

With a GVM of 10,700kg, Liqui Moly’s FRR 107-210 is more than capable of carrying everything needed for the PR work that’s helping Liqui Moly gain traction in the Australian market.

Fondly named ‘Bertie’, the FRR is used in all kinds of practical ways for the company, from carrying Liqui Moly products to events, as well as a base of operations when at the event.

“We have a huge activation space where we park our truck,” Belinda said. “We open it up and use the body as a platform for whatever we need on the day, whether that's to give merchandise out, set up a barbecue, or to put a DJ in the back.

“We’re always coming up with new ways to use it because there are just so many different things that we can do.”

The continued hunt for operating efficiencies was another contributing factor in the decision by the company to invest in its own truck. The cost of freight and logistics is a pain point for many businesses in the country at this moment in time.

“This is part of what made purchasing Liqui Moly’s own truck such a favourable idea,” Belinda continued.

“We decided to trial it in Sydney to do our deliveries and see if that has an impact on reducing our logistics cost.

“It’s going so well that we have a fleet expansion in mind for the future.”

Belinda also found that Liqui Moly’s FRR is a mobile billboard that advertises the business everywhere it goes.

“So now our FRR Bertie is doing all the advertising for us – it’s great!” she said.