How Liqui Moly came to be: the main products
The German company Liqui Moly is engaged in production of automotive oils, various additives and lubricants. Its product range includes more than 6 thousand types. The main office and facilities are located in the city of Ulm, another plant is located in Saarlouis.
Despite the fact that Liqui Moly products were manufactured before the war, a new round of development and worldwide popularity was gained with Hans Henle. One day after the end of the Second World War, the entrepreneur came into the store, which was located on the U.S. military base in Germany. There he noticed an iron bottle of Liqui Moly motor oil. It was used on engines to prevent them from deteriorating when the amount of oil decreased. The main component of the fluid was molybdenum disulfide powder, which enhanced the protective and lubricating qualities of the oil. It was this product from Liqui Moly that prevented Navy aircraft engines from rapidly failing when a projectile hit the oil tank and the engine oil leaked.
Henle realized that this additive had great potential, and in 1955 he acquired the rights to the Liqui Moly trademark and patented the powder-based additive. Two years later, Hans founded the company Liqui Moly, its first product was an engine oil additive called Kfz-1. In the 70’s the assortment was increased, the company began to produce seat belts, seats for transportation of children in cars, in 1973 fuel additives production began under the brand. At the same time the logo was changed and the strategy to promote Liqui Moly began, various advertising campaigns were organized. For example, two Volkswagen Beetle cars took part in one of them, which toured the shores of Lake Constance using the manufacturer’s additive instead of the standard oil.Liqui Moly actively conquered new markets; the company’s products first appeared in Hungary, Austria and Switzerland. Further export deliveries were made to a number of Latin American countries. By the end of the 1970s Liqui Moly had started production of motor oils. The first of them had the same molybdenum disulfide, but later the formula was improved.
The company has regularly expanded its product line, which included a variety of products for care and repair of cars, pastes and lubricants for polishing. In addition, Liqui Moly offered products for gardening equipment, weapons and motorcycles. Later on the market was presented adhesives, rust preventers and sealants.
A new round of development was the 2000’s, when the line of products was expanded and specialized products for certain tasks appeared. The most famous Liqui Moly products were Molygen NG oils.