Diversification is a proven strategy at LIQUI MOLY, from a broad product range through different sales channels to strong internationalization.
“But sometimes less is more,” says Marketing Director Marco Esser. For this reason, the lubricant company is reducing its canister colours.
The product range and names are unaffected by this changeover. The only change is the decrease in the number of different canister colours.
Containers coloured purple and light blue will not be available in the future. They will be replaced by dark blue canisters.
LIQUI MOLY is also dispensing with red oil packaging. Black plastic will be used for this in future.
“A total of 3.5 million purple, light blue, and red canisters will be eliminated,” says Marco Esser.
“This is one of many measures aimed at increasing efficiency.” Growth and LIQUI MOLY, two words that have belonged together for decades.
A revenue milestone was achieved in 2024: 1 billion euros. Enormous growth comes with enormous challenges.
That’s why LIQUI MOLY is constantly looking for new ways to optimize processes and increase efficiency. A decision that will have an impact on various areas.
“In production, this will reduce downtime because less equipment will need to be changed,” explains the Marketing Director.
“Fewer canister colours are also of great benefit for warehousing logistics and procurement.” Ultimately, it will optimize space requirements and productivity.
“For our customers, this step means faster and more flexible delivery of goods.” With around 4,000 items, LIQUI MOLY offers a global, uniquely broad range of automotive chemicals: Engine oils and additives, greases and pastes, sprays and car care, glues and sealants. Founded in 1957, LIQUI MOLY develops and produces its engine oils and additives in Germany.
There, it has been voted the best brand in the lubricant category for many years. The company sells its products in around 150 countries.
