LIQUID GOLD: ISUZU TEAMS UP WITH LIQUI MOLY

Oct 18, 2022 • 0 min read

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Any mechanic or technician will tell you that high quality lubricants and oils improve the performance of engines, and the lifespan of any vehicle. This is something that LIQUI MOLY, a boutique name in the automotive industry, knows how to work to their advantage.  LIQUI MOLY provide 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 countless customers to look after the smooth running of their automotive pride and joy.  Needless to say, they’ve 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. “Our main customer base is professional buyers such as independent workshops, while local mechanics also make up a large part of the market,” Belinda said. “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 on the River Danube in 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 the oil and offers emergency operating features under harsh conditions.   The brand expanding 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. “A key part of my role is expanding on the partnerships with other brands and companies and improving brand experience. “A great example of this is our sponsorship of a car in the Touring Car Racing (TCR) Australia championship, as well as involvement in Formula One and the 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 10,700 kg 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. We open it up and use the body as a platform for whatever we need on the day, whether that's to give merch out, or set up a barbecue or to put a DJ in the back,” Belinda continued. “We’re always coming up with new ways to use it because there's just so many different things that we can do.”

It was that Isuzu reliability and adaptability that really got LIQUI MOLY and Belinda over the line. The purchase of the FRR 107-210 was made possible through Gilbert and Roach Huntingwood in Western Sydney, and the customer service from the dealer team made the purchase a smooth transaction. “Buying a truck was a totally new experience for me, so Gilbert and Roach Huntingwood have been fantastic to depend upon. I couldn’t be happier with how the truck has performed,” Belinda said.

“We needed something that was quite versatile and capable of moving comfortably around Sydney’s CBD, as well as the suburbs, and could go the distance in rural locations too.  “Safety and handling were also driving factors as we needed to know that our products would be secure in the truck,” she emphasised. 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. “We decided to trial it in Sydney to do our deliveries and see if that has an impact on reducing our logistics cost,” she continued.

“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. “When Bertie rolls up, our customers are so excited they actually post videos on Instagram on their business accounts with comments like: ‘Nothing beats receiving LIQUI MOLY products in the LIQUI MOLY truck!’ “So now our FRR Bertie is doing all the advertising for us – it’s great!” Belinda said.

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