Liqui Moly: sales record despite crises

Liqui Moly: sales record despite crises

Liqui Moly was able to compensate for the loss of the Russian market and the generally difficult situation on the global market through its strategy and quick action. Managing director Günter Hiermaier is very satisfied: “To achieve such a sales result in these times is proof that our team spirit is good and that our products are in great demand worldwide.” The German lubricant specialist's goal was 800 million euros for 2022. This goal was set and actually achieved before the Covid pandemic, before the conflict in Ukraine and before the global energy crisis. "Russia was our second largest sales market. We voluntarily stopped our business there directly. To make matters worse, China remained in a permanent lockdown, so this large market was also idle. We had to get that elsewhere," says Hiermaier.

Liqui Moly was able to record massive growth in almost all export countries and in some cases double its sales. The main growth markets were the Middle East, Asia and Central and South America. But the European market is also growing, with France showing the biggest increase. In addition, the USA is becoming the No. 2 sales market after Germany with an increase of more than 30 percent. The Ulm company's strategy is based on internationalization, which is why they will continue to strengthen exports. This is to be achieved with additional salespeople, marketing measures and new subsidiaries abroad. "In Germany we had growth of 15 percent in 2022. This means that our homeland remains our largest market. Nevertheless, we have high potential for the Liqui Moly brand everywhere in the world. We are more effective with our own teams on site," says Günter Hiermaier with certainty.

Not only is sales of lubricants increasing, but also the production of additives, which sets another record at around 18 million cans. In addition, the number of jobs grew by 76 to 1,046. The company is planning further growth in the coming years and is investing several million euros in the expansion and modernization of production in the coming years. The additional filling lines in the new production hall are scheduled to begin work in the second quarter. “We expect similar growth rates in the coming years,” says Hiermaier confidently. The company shows its corporate responsibility by paying out inflation compensation for the entire workforce. Hiermaier has brought reinforcements to the management team for further growth. The long-time commercial manager Uli Weller has been managing director with equal rights since January. "Together we can simply achieve more. And at the same time we ensure that the company stays on track if one of us unexpectedly fails," says the newly appointed managing director Uli Weller.