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Industry > Business

Wuerth Group acquires lubricant brand Liqui Moly

Two German manufacturers of automotive oils join forces

Why compete with another strong brand when you can just buy and own it? PHOTO FROM WUERTH

Many Filipino car enthusiasts are familiar with such popular oil and lubricant brands as Motul (French), Castrol (British), Mobil 1 (American) and Shell (British-Dutch), but only those who truly look after their vehicles themselves will have heard of German brands Wuerth and Liqui Moly.

Previously competing oil manufacturers from Deutschland, Wuerth and Liqui Moly will now be fending off their international adversaries from the same side of the fence as the Wuerth Group is taking over Liqui Moly, the company announced on its website. Wuerth, whose car-related products are just a small portion of its global business (it makes and distributes a vast array of construction products), is purchasing all the shares of Liqui Moly CEO Ernst Prost by January 1st, 2018, to become the sole owner of its erstwhile rival.

Now affiliate brands, Wuerth and Liqui Moly will still compete with each other, albeit on much friendlier terms. PHOTOS FROM WUERTH AND LIQUI MOLY

When Liqui Moly officially becomes part of its portfolio, Wuerth is expected to keep it as an autonomous company that will operate independently from its new owner. Prost will stay on as managing director even as a second managing director (Gunter Hiermaier) will join Liqui Moly on March 1st, 2018, to help Prost grow the business.

The same scenario will unfold in the Philippine market, where both Wuerth and Liqui Moly have thriving operations.

“In the Philippines, Wuerth and Liqui Moly will continue to exist as separate brands,” Wuerth Philippines managing director Ariel de Jesus told VISOR. “There is a local distributor handling the Liqui Moly business with no relation to our company. We will continue to engage in a competitive and growing market, with Wuerth focusing on delivering the highest-quality product range solutions for its customers and business partners.”

Last year, Liqui Moly reportedly produced global sales worth €500 million while employing more than 800 workers.

Meanwhile, the Wuerth Group boasts running 400 companies and managing more than 74,000 employees in over 80 countries.

We suppose this calls for a pint of Paulaner or Erdinger, then?



Vernon B. Sarne

Vernon is the founder and editor-in-chief of VISOR. He has been an automotive journalist for 24 years. He became one by serendipity, walking into the office of a small publishing company and applying for a position he had no idea was for a local car magazine. The rest, as they say, is rock and roll. He writes the column ‘Spoiler’.



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