In the February issue, we announced Debbie Barnes’s promotion to the role of managing director at Liqui Moly UK Ltd. As such, we pounced on the opportunity to quiz her on her role, Liqui Moly’s perception in the industry and what trends the brand is observing.
Q. What do you hope to bring to this position?
A. “I would like to grow and enhance the structure of Liqui Moly in the UK and build on the success that we have already achieved here. My experience within the UK market has given me an insight into opportunities that we can target going forward. We have extensive experience within our strong UK team, and I would like to develop the team further – our dedication and passion for the brand is second-to-none.”
Q. What are the pillars of Liqui Moly’s strategy for the UK aftermarket?
A. “We have a strong range of products throughout our portfolio and workshop concepts that we will continue to grow. The UK has a lot of competition, and Liqui Moly strives on its ability to manufacture globally renowned premium quality lubricants, motor oils, additives, vehicle care products, service products, glues, sealants and tools to offer a one-shop approach to our customers, alongside our technical back-up and support.
“We like to work closely with our partners to develop and support their business, as they are an invaluable part of our successful journey together. The Liqui Moly worldwide family works together as a team, and it is this connection that make us strong, special and successful – this is what makes our brand!”
Q. How would you describe Liqui Moly’s position and its perception in the UK aftermarket?
A. “Liqui Moly is a strong international brand, and we are a recognised name in the UK aftermarket. Our route to market is through distribution, and we work successfully with our existing partners who also support our brand recognition throughout the UK customer network. We are perceived as a strong company that has the ability to grow further in the UK and have the tools and the team to support this.”
Q. How does Liqui Moly support its distributors and their customers?
A. “We work very closely with our distributors and support them through mentoring, training and customer engagement via workouts, launch days, trade shows etc. Our connection to their customers enables us to promote our brand and support their business through ideas and opportunities to help with growth. We also have a large global sponsorship programme, which also assists with the added value of using our products and thus creating the awareness to their end-user.”
Q. What trends is Liqui Moly seeing in the aftermarket at present and how is it responding?
A. “Due to the ongoing technology in our vehicles today, the request for premium oils is becoming more prominent to ensure the performance and longevity of the vehicle. We are seeing the UK population keeping their vehicles for longer and, therefore, require the highest quality of parts to maintain them.
“There is a shift in oil viscosity towards the OWs to improve the CO2 footprint, which, in turn, supports fuel efficiency. Through its innovation, Liqui Moly has a range of OW viscosities to respond to the demand. As we know, there is a move towards zero carbon footprint by 2030 and, again, we have created a range of products to support this with our Brake Fluid Dot 5.1 EV. Hybrid Additive, Top Tec Gear EV 510 Oil and Fuel Cell Coolant FCF 20.”
Q. What challenges does the oil sector face and how is Liqui Moly planning on tackling them?
A.“One of the biggest challenges the industry is facing is sustainability and the requirements of how this is set up through the manufacturing process. For Liqui Moly, a sustainable business is an essential part of our corporate culture. Our company objective is to constantly improve itself, its products, processes and to handle the environment, resources and energy in a responsible way, whilst we constantly work to reduce our resource and energy consumption.”
