Liqui Moly

What Liqui Moly does

Liqui Moly GmbH is a privately held German manufacturer of automotive chemicals, founded in 1957 in Ulm and owned by the Würth Group since 2018. The company develops and produces motor oils, additives, gear oils, greases, pastes, car care products, service products, adhesives and sealants in-house in Germany, anchored by proprietary molybdenum disulfide (MoS2) formulations traceable to its founding patent. With over 4,000 articles in its catalog, Liqui Moly positions itself as one of the few full-range automotive chemistry suppliers worldwide, serving professional workshops, private vehicle owners, commercial fleet operators, motorcycle and marine users, and motorsport teams across more than 150 countries.

The business operates a hybrid go-to-market combining factory-representative direct sales to workshops (with a refillable-drum deposit system and free specialized equipment), specialist automotive retail, DIY and building-material stores, country-specific e-commerce sites, and 11 wholly-owned regional subsidiaries in Europe, Asia-Pacific, and the Americas. Revenue is generated through one-time product sales across multiple packaging formats — including 55-gallon drums, 265-gallon totes, and up to 6,500-gallon bulk tankers in the US — supplemented by professional workshop concepts and service equipment. The company reached EUR 1 billion in revenue for the first time in FY2024, operates 1,200+ employees across German production sites in Ulm and Saarlouis plus international manufacturing in the USA (since December 2025) and Thailand (since October 2025), and holds ISO 9001/14001/45001/50001 certifications plus a 2024 EcoVadis Silver Medal.

Strategic positioning is reinforced by long-running motorsport sponsorships (Formula 1 since 2019, MotoGP under a renewed four-year agreement, IIHF, EHF, FIS Ski World Cup, FIA Truck Racing) and reader-poll brand leadership for 16 consecutive years, while recent moves target geographic expansion into Switzerland (2026), China (2026), and Serbia (2025) alongside electrified-powertrain product extensions such as the Hybrid Additive and the KFS 18 radiator antifreeze.

Name

Liqui Moly

Legal name

LIQUI MOLY GmbH

Website

https://liqui-moly.com

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

1–10 employees

Short description

Liqui Moly is a German manufacturer of motor oils, additives, greases, and car care products serving workshops, vehicle owners, fleets, and motorsport teams across 150+ countries through direct sales, retail, and 11 regional subsidiaries.

Ownership category

akta.pro rank

Product category

Automotive Lubricants and Chemicals

NAICS

Other Chemical Product and Preparation Manufacturing (3259), Automotive Parts and Accessories Retailers (441330)

SIC

Miscellaneous Chemical Products (2890), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Chemicals & Allied Products (2800)

akta.pro primary industry

Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK)

akta.pro secondary industries

Automotive Lubricants (PCMO, HDMO, ATF, Gear Oils, Coolants) (EUALAJAH), Retail & E-commerce Lubricants Sales (Auto Parts, Quick Lube, Online) (EUALAJAF), Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL), Fuel Additives & Lubricant Additives (IMAEAMAL), Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution (CRAOAGAM)

Keywords

• Motor oil manufacturing
• Automotive additives
• Lubricants and greases
• Car care products
• Workshop service products

Headquarters

HQ city

Straße

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Motor Oils and Additives Sales: Primary revenue stream from selling motor oils, additives, and related chemical automotive products. Products sold in various container sizes including canisters, drums, totes, and bulk tankers. Revenue model based on product sales with the oil container concept providing recurring customer engagement through the refillable drum system.
2. Car Care and Service Products: Sale of car care products, service products, workshop concepts, and tools for efficient product use.
3. Professional Services and Workshop Concepts: Professional support and service concepts for workshops including Jet Clean Tronic III, Brake Fluid Tronic, and A/C system cleaning equipment and concepts.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

LIQUI MOLY manufactures and sells a full-range catalog of over 4,000 automotive chemical products including motor oils, additives, gear oils, greases, pastes, adhesives, car care, and service products, all developed with proprietary in-house formulations in Germany since 1957. Core revenue comes from motor oils and additives sold through workshops, specialist retail, DIY stores, and the company's own e-commerce channels in more than 150 countries. Supplementary offerings include workshop service equipment (Jet Clean Tronic III, Brake Fluid Tronic) and professional workshop concepts sold to commercial service providers.

Product overview

LIQUI MOLY is a German automotive chemical products company offering over 4,000 items from a single source, making it one of the few full-range suppliers worldwide. The product portfolio centers on two core categories: Motor Oils (including Engine Oils and Gear Oils) and Additives (including fuel additives, oil additives like Cera Tec ceramic additive and Hybrid Additive, ATF additives), supplemented by Greases, Pastes, Car Care products, Service Products, Workshop Pro-Line equipment, and Adhesives & Sealants. The company develops and produces motor oils and additives exclusively in Germany since 1957, with formulations often featuring molybdenum disulfide (MoS2) for enhanced wear protection. Products serve diverse vehicle types including passenger cars, motorcycles, classic cars, electric vehicles, trucks, boats, and industrial applications. Recent expansions include local production in the USA and Thailand to serve regional markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Engine Oils Premium motor oils manufactured in Germany, available in multiple viscosities (0W-30, 5W-30, 5W-40, 10W-40) including formulations with molybdenum disulfide (MoS2) for enhanced wear protection. Designed for passenger cars, trucks, classic cars, motorcycles, and electric vehicles.
• Additives Chemical additives for automobiles including oil additives, fuel additives, ATF additives, and specialty additives like Cera Tec (ceramic-based) and Hybrid Additive. Sold in small quantities to enhance fuel/oil properties or address specific issues such as aging gasoline in hybrid vehicles.
• Gear Oils Transmission and gear lubricants for manual transmissions, differentials, and specialized gear systems. Part of the core motor oil category.
• Greases Lubricating greases including Multipurpose Grease with MoS2 for various industrial and automotive applications.
• Pastes Specialty pastes including Installation Paste with MoS2 used for assembly and maintenance applications.
• Car Care Vehicle care and cleaning products for end consumers including exterior and interior cleaning, polishing, and protection solutions.
• Service Products Workshop and service products including brake fluids, coolants, and maintenance chemicals for professional and commercial use.
• Workshop Pro-Line Professional workshop product line including equipment and chemicals designed for professional automotive service operations.
• KFS 18 Radiator Antifreeze New radiator antifreeze formulation designed for modern BMW engines, providing reliable protection against overheating, corrosion and frost.
• Hybrid Additive Fuel additive specifically designed for hybrid vehicles to address issues with aging gasoline and keep fuel systems clean.
• Cera Tec Ceramic-based engine oil additive designed to improve engine performance and lifespan.
• Molygen Specialized lubricant product line under the LIQUI MOLY brand focusing on engine and gear protection formulations.
• Jet Clean Tronic III Workshop equipment for motor system cleaning, sold as part of LIQUI MOLY's professional workshop concepts.
• Brake Fluid Tronic Workshop equipment for brake fluid service, part of LIQUI MOLY's professional workshop concepts.
• Adhesives and Sealants Industrial adhesives and sealants for automotive and mechanical applications.
• Accessories Supporting products and accessories for workshop operations and consumer use.

Quantifiable outcome

• 2024 financial record year: First time achieving 1 billion EUR in sales
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered regional and global.

• ASEAN United FCregionalGTM or Marketing Partner · 25 March 2026Liqui Moly Asia Pacific Pte Ltd announced as Official Lubricant Partner for ASEAN United FC, which includes four major ASEAN football competitions. Partnership aims to connect with football fans across Southeast Asia and expand brand's footprint in the region's motor vehicle markets.
• Black Falcon MotorsportregionalGTM or Marketing Partner · 17 February 2026Partnership agreed until end of 2030. Black Falcon is a motorsport team competing in various endurance racing series.
• World RugbyglobalGTM or Marketing Partner · 28 January 2026Official Partner and Official Motor Lubricants Partner for Men's Rugby World Cup 2027 and Women's Rugby World Cup 2029, both hosted in Australia. Multi-event agreement provides extensive brand visibility through in-stadia, digital, and event-wide integrations. Marks LIQUI MOLY's first major investment in international rugby.
• Formula 1globalGTM or Marketing PartnerOfficial partner since 2019 and Official Partner since 2023. Premier platform for global motorsport visibility.
• MotoGP (Dorna)globalGTM or Marketing PartnerSeries sponsor of MotoGP, title sponsor of LIQUI MOLY MotoGP in Germany, and main sponsor of LIQUI MOLY Dynavolt Intact GP Team. New four-year agreement signed October 2025.
• FIS Alpine Ski World CupglobalGTM or Marketing PartnerProud partner of numerous events in the Audi FIS Ski World Cup circuit.
• FIA European Truck Racing Championship (Team Hahn Racing)regionalGTM or Marketing PartnerClose partner and sponsor of Team Hahn Racing in the FIA European Truck Racing Championship and driver Jochen Hahn (overall winner 2011, 2012, 2013, 2016, 2018, 2019).
• MXGP (FIM Motocross World Championship)globalGTM or Marketing PartnerExclusive lubricant partner since 2022.
• IHHF Ice Hockey World ChampionshipglobalGTM or Marketing PartnerOfficial sponsor of IHHF Ice Hockey World Championship 2026.
• EHF Handball European Championship 2026regionalGTM or Marketing PartnerSponsor of 2026 Men's Handball European Championship in Denmark, Norway, and Sweden.
• Ligue Nationale de Handball (Starligue France)regionalGTM or Marketing PartnerName sponsor of highest handball league in France since 2021.
• Laser Tools Racing with MB MotorsportregionalGTM or Marketing PartnerPartnership continuation for 2026 BTCC (British Touring Car Championship) season.
• SSV Ulm 1846 FußballregionalGTM or Marketing PartnerMain sponsor of SSV Ulm 1846 football in 3rd Bundesliga. Five-year sponsorship duration.
• 1. FC Heidenheim 1846 e. V.regionalGTM or Marketing PartnerSponsor in 1st Bundesliga.
• Pro Watercross National TourregionalGTM or Marketing PartnerTitle sponsor for 2026 Pro Watercross National Tour. Marine products available at each stop to support professional athletes and recreational riders.
• Frisch Auf! GöppingenregionalGTM or Marketing PartnerA-Sponsor at most traditional Bundesliga handball club in the region.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Castrol (BP): One of the world's largest automotive lubricant brands, owned by BP. Directly competes with Liqui Moly across motor oils, gear oils, and additives, but operates as part of a much larger integrated oil major with broader portfolio and stronger OEM ties.
• TotalEnergies Lubricants: Lubricants arm of TotalEnergies, one of the largest global lubricant suppliers. Overlaps with Liqui Moly across motor oils, industrial lubricants, and specialty fluids, with broader portfolio and stronger presence in fleet/commercial segments.
• Mobil 1 (ExxonMobil): Premium synthetic motor oil brand from ExxonMobil. Comparable premium positioning in motor oils and OEM approvals, but backed by a much larger integrated oil major with global scale.
• Shell Helix / Shell Lubricants: Global lubricants leader under Royal Dutch Shell. Competes head-to-head in motor oils and aftermarket channels, with significantly larger scale and marketing budget; relevant peer for benchmarking premium positioning.

Direct peers

• Valvoline: US-headquartered motor oil and lubricant brand with strong DIY and quick-lube channel presence. Comparable in product mix (oils, additives, car care) and premium positioning, though with heavier US market concentration.
• Bardahl: Family-owned Belgian-origin lubricant and additive specialist. Direct peer with comparable focus on fuel/oil additives, small-engine products, and automotive chemicals distributed through workshops and retail channels.
• Fuchs Petrolub: Germany-headquartered global lubricant manufacturer with a similarly broad product portfolio (industrial and automotive). Closely comparable to Liqui Moly as a full-range, German-engineered lubricants specialist with comparable B2B/B2C channel mix and global distribution.
• Motul: French premium lubricants and additives specialist with a strong motorsport heritage. Comparable in target customer (performance-oriented consumers, workshops) and product depth in motor oils and additives.

Emerging players

• Addinol Lube Oil: German specialty lubricant manufacturer with a comparable European footprint. Smaller and less brand-visible than Liqui Moly, but competes in motor oils, industrial lubricants, and additives for workshops and OEMs.

Regional players

• Petro-Canada Lubricants: Canadian lubricant manufacturer with global distribution, owned by Suncor. Comparable product breadth across motor oils and industrial fluids, with a stronger North American and industrial focus than Liqui Moly's broader European-weighted mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCxQoLLFyhZvVFKQhVDlJKQA
• Facebookfacebook.com/liquimoly
• Instagraminstagram.com/liqui.moly
• LinkedInlinkedin.com/company/liqui-moly
• Xx.com/liquimolypolska

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Liqui Moly