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Melicia Labuschagne introduced the Liqui Moly high-end additives and engine oils logo in SA in 2008, amid a global recession, and built it on the basis of good fortune it is today.
Melicia, one of the few women who runs business in the male-dominated automotive industries, remains focused on prosperity, rather than survival, in this period.
Phuti Mpyane: The adventure of Liqui Moly SA is exciting. How did it all start?
Melicia Labuschagne: We are a fully affiliated subsidiary of the parent company in Germany. In 2007, I spoke at a pharmaceutical conference and met with the company’s recruiters. The company has distributors in more than 130 countries worldwide and were looking for another technique to open not another distribution channel, but an official subsidiary. I was instructed and advised that I would be the ideal candidate to paint with them in this new brand. SA, the first of its kind, followed through the United States and Portugal.
PM: Liqui Moly is positioning itself as a premium brand. Has it been difficult to enter the market in search of an SA budget?
ML: Starts with my confidence in price rather than price. I don’t need to sell anything so that someone can come back and say they didn’t paint or something failed, so even before I started, I went to Germany to see how they painted, what their prices were, their backups, their services. , communication protocols and how they are perceived around the world as an established brand.
Later that year, we started operating. But when we first brought Liqui Moly, there were already many competing brands, and worse in times of recession. We were expected to compete with the costs, and at that moment I thought that was the way forward.
Where the fight is the price, there is no loyalty. I’d rather have sex. If someone buys a product only on the basis of price, they will move to another supplier that is even cheaper. I knew it would take longer to build significant confidence in our lopass and was able to carry it out.
PM: What sets Liqui Moly apart from her peers?
ML: We have replacement products and some of our oils are OEM accredited. Europe does not have a service plan for your vehicle and high-end maximum dealers such as BMW and Mercedes-Benz do not have a service center on site. Vehicle maintenance is carried out off-site basically in authorized but independent workshops. Therefore, our German-made oils used in these centers are manufactured to strict OEM specifications.
And in some cases, ours are used in the OEMs themselves, as for engine rinses.
PM: Will a company like yours have the electric age?
ML: I look at the rest of the world, electric cars; I also look at technology, emissions regulations in Europe, the road transport industry and public transport, and I realize that we are a long way off from an African point of view. If we take a look at the existing collection of cars they still want to keep.
We have a broad portfolio of products that are used for many programs in the broad and broad automotive industry, such as express truck lubrication, for example. There will also be old cars that also require maintenance.
Liqui Moly’s other merit is that we are proactive about new developments. We now also have DPF cleaners for gas engines, in addition to older diesel versions. An electric car may not have lubricant requirements, however, there will be many more that will still want maintenance, both internal and external, through the owner.
PM: On a lighter note, what does Liqui Moly mean?
ML: Apart from many other people who assume that our red and blue corporate identity means that the logo is American while it is German, Liqui Moly is derived from the liquid molybdenum disulfide, which is an additive that reduces the internal friction of the moving parts of the engine. Ours is a liquid form of the patented additive and is added to many of our products, such as aerosols and greases, and some of our petroleum products.
But it is not loaded into oils according to specifications through OEMs. These are manufactured according to the strict needs of OEMs. If we loaded Moly’s uploaditive, we’d be violating the optimal OEM recipes and that would be a problem.
Where we load more Moly, the law requires us to implicate you in our packaging. This is done with our secondary market products, which are over 4000. They have engine oil, gears and automatic canopy transmissions, uploaditive for all fuels, radiator systems, butterfly fuel cleaners, indoor and outdoor cleaning products for cars, bicycles, motorcycles, boats. , eros and even a diversity of pistols.
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Published through Arena Holdings and distributed with Financial Mail on the last Thursday of each Month of December and January.
Published through Arena Holdings and distributed with Financial Mail on the last Thursday of each Month of December and January.
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