LIQUI MOLY USA Inc.

What LIQUI MOLY USA Inc. does

LIQUI MOLY USA Inc. is the US subsidiary of German specialty automotive chemical manufacturer LIQUI MOLY (parent founded 1957), headquartered at 62-64 Enter Lane, New York (Islandia, ZIP 11749). The subsidiary distributes a full-range product portfolio of more than 4,000 articles including motor oils (engine oils, gear oils), additives (such as Cera Tec), greases, pastes, car care products, service products, adhesives and sealants, accessories, and the Workshop Pro-Line of professional equipment. Products are organized by vehicle application (car, truck, vintage cars, motorbike/quad/kart, marine, camping, heavy duty), with vehicle-specific formulations engineered for German, American, Asian, and heavy-duty applications. Quality standards and R&D are controlled by the German parent.

The company operates a hybrid go-to-market combining direct-to-consumer sales through its e-commerce storefront (liqui-moly.com/us) and TeamShop portal, with B2B distribution through authorized distributors, retail/parts stores, and a workshop concepts program that supplies proprietary service equipment (Jet clean Tronic III, Brake Fluid Tronic, A/C system cleaning systems) along with partner marketing support, training, and media resources. Revenue mechanics are transactional product sales; no subscription, recurring, or contract-based revenue model is disclosed. Customer segments span individual vehicle owners, auto repair workshops and service centers, truck and commercial fleet operators, and vintage/classic car enthusiasts.

In December 2025, the subsidiary launched local motor oil production in the United States to serve the domestic aftermarket with formulations tailored for heavy-duty, American, and Asian vehicles, reducing transport costs and delivery times while maintaining German quality oversight. In May 2026, Eva Tran was promoted to Vice President of Marketing, signaling organizational scaling to support the US expansion. As a wholly-owned subsidiary of a German parent, LIQUI MOLY USA's strategic direction is closely tied to parent-level capital allocation and quality governance.

Name

LIQUI MOLY USA Inc.

Legal name

LIQUI MOLY USA Inc.

Website

https://liqui-moly.us

Company type

Private

Founded year

1957

Operating status

Operating

Short description

LIQUI MOLY USA Inc. is the US subsidiary of German specialty automotive chemical manufacturer LIQUI MOLY, supplying motor oils, additives, lubricants, and car care products to consumers, auto workshops, fleet operators, and vintage car enthusiasts across the United States and Canada.

Ownership category

akta.pro rank

Product category

Automotive Lubricants & Chemicals

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Chemical and Allied Products Merchant Wholesalers (4246)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Chemicals & Allied Products (2800), Wholesale-Chemicals & Allied Products (5160)

akta.pro primary industry

Automotive Lubricants (PCMO, HDMO, ATF, Gear Oils, Coolants) (EUALAJAH)

akta.pro secondary industries

Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL), Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK), Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution (CRAOAGAM)

Keywords

• Motor oils
• Automotive additives
• Car care chemicals
• Gear lubricants
• Workshop equipment

Headquarters

HQ city

Islandia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Sale of motor oils, additives, and car care products through direct e-commerce and through distribution/retail partners. One-time transactional purchases for both B2C consumers and B2B workshop partners.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

LIQUI MOLY USA Inc. supplies and distributes motor oils, lubricants, additives, greases, pastes, car care chemicals, and service products for automotive and powersports applications. The company offers more than 4,000 articles spanning consumer-grade vehicle maintenance products and professional workshop equipment (Jet clean Tronic III, Brake Fluid Tronic), with formulations tailored for passenger cars, trucks, vintage vehicles, motorbikes, marine, and heavy-duty applications.

Product overview

LIQUI MOLY is a full-range supplier of automotive chemical products offering over 4,000 items including motor oils (Engine Oils, Gear Oils), Additives (such as Cera Tec), Car Care products, Service Products, Workshop Pro-Line equipment (including Jet clean Tronic III and Brake Fluid Tronic), Greases, Pastes, Adhesives & Sealants, and Accessories. The company also provides specialized product lines including Molygen brand products and A/C system cleaning solutions. Products are organized by areas of use including Car, Truck, Vintage cars, Motorbike/Quad/Kart, Marine, Camping, and Heavy Duty applications. The company manufactures motor oils and additives primarily Made in Germany, with recent expansion to local US production for domestic and Asian vehicle applications.

Differentiator

Problem solved

Functional benefit

Products and services

• Motor Oils

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Castrol (BP): One of the world's largest automotive and industrial lubricant brands, directly competing with LIQUI MOLY across motor oils, gear oils, and additives for passenger car, heavy-duty, and workshop channels.
• AMSOIL: US-based synthetic lubricant specialist with strong direct-to-consumer and dealer network — closely comparable to LIQUI MOLY USA's premium synthetic positioning and multi-channel GTM.
• Royal Purple: Premium synthetic motor oil and additive brand serving automotive and powersports enthusiasts — overlapping with LIQUI MOLY's Molygen, Cera Tec, and specialty performance lines.
• Mobil 1 (ExxonMobil): Premium synthetic motor oil brand with strong global aftermarket presence in passenger car and fleet segments, competing head-to-head with LIQUI MOLY's Leichtlauf and specialty motor oil lines.
• Valvoline: US-headquartered lubricant manufacturer and service center operator offering motor oils, additives, and car care products through B2C retail, quick-lube, and wholesale channels overlapping LIQUI MOLY USA.
• TotalEnergies Lubricants: Global lubricants division offering automotive and industrial oils, additives, and specialty fluids; competes with LIQUI MOLY across passenger car, heavy-duty, and workshop channels worldwide.
• Motul: French premium synthetic lubricant brand with strong motorsport and specialty positioning; competes with LIQUI MOLY in premium motor oils, gear oils, and enthusiast segments.
• Shell Rotella: Heavy-duty diesel engine oil brand serving trucking and commercial fleets — directly comparable to LIQUI MOLY USA's heavy-duty and truck motor oil offerings.

Broad incumbents

• Pennzoil (Shell): Mass-market motor oil brand owned by Shell with broad US retail presence; overlaps LIQUI MOLY in passenger car motor oils but at a more commodity price point.
• Chevron Havoline / Techron: Major US oil company with motor oil and additive product lines serving retail and B2B channels; comparable as a broad incumbent in the same automotive lubricants category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLfqUzEaKKKhIgmNGXfHhV3i4PmYD47xRL
• LinkedInlinkedin.com/company/liqui-moly-usa-inc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about LIQUI MOLY USA Inc.