A visitor attraction over 500 square metres in size

Günter Hiermaier, Vertriebsleiter National und Austria

Gerhard Riedmüller, Vertriebsleiter Export

LIQUI MOLY focuses on exports at the Automechanika
 

Ulm/Frankfurt, 10^th August 2010 – The absolute high-light of this year's trade fair calendar catches up with LIQUI MOLY: The Automechanika in Frankfurt am Main. This fair is, according to motor oil specialists, the most important show in the industry. From 14^th to 19^th September, all decision-makers of the international automotive industry will be in attendance. And, accordingly, the goals have been set high: Stand C06 is located in Hall 9.1 and, as in previous years, is destined to be the ultimate visitor magnet.

'The Automechanika is the leading international trade fair and sets standards around the globe. And that is exactly what we intend to do with our presence - set trends', says Günter Hiermaier, head of German and Austrian sales. The company is already known throughout the industry for thinking outside the box. And this image is encouraged at all national and international shows. Of course, the visitors will be able to view the full range of products and the current sales campaigns. But that is, according to Günter Hiermaier, just the tip of the iceberg. 'Our stand will be a melting pot, embracing the worldwide LIQUI MOLY family - with emotions and people at the forefront.'

Individuality and profitable concepts

And these people have a lot to show for themselves: Due to the international significance of the industry's leading trade fair, the automotive chemical specialists are putting particular emphasis on their export offerings. LIQUI MOLY presents the auto care range for foreign buyers at the fair. This range as been reviewed in terms of appearance, and expanded to include an additional ten items. These include a wheel rim cleaner with colour indicator. Further focuses are the motorcycle programme, the Jet-Clean Tronic for professional motor system cleaning and the truck lubrication programme. 'These programmes will ensure that international guests have to make a point of visiting our stand', says head of export sales Gerhard Riedmüller.

When it comes to national sales, the brand professionals from Ulm are putting the emphasis on another element entirely: 'The trick is to offer trade and workshops a strong, internationally renowned brand, combined with clever and comprehensive business ideas. Concepts and systems with service and an almost built-in profit,' as Günter Hiermaier describes it. Motor oils, additives, automobile care, repair aids, service products, adhesives and sealants - the full range of products will be on display at the Automechanika. And even more: Conceptual ideas for more added-value and benefits for the customers. 'This includes an optimum oil management as enabled by the oil cabinet, the gear oil cabinet or the reusable oil containers', says the head of sales for Germany and Austria. Additional components include options for air conditioning systems, auto-glass installation, systems for motor cleaning, concepts for the disposal of used oil and training programmes. LIQUI MOLY also offers the majority of the workshop concepts to export customers as well.

LIQUI MOLY ensures the professional marketing of these ideas at the same time. 'We offer training programmes, brochures, lighting, even the entire design of filling stations or workshop facades. But we do not deliver mass products, we provide tailor-made products, both nationally and internationally', says Gerhard Riedmüller head of exports. An additional expenditure that pays for itself, as the loyalty of customers to the LIQUI MOLY brand has proved.

A brand that connects

Forty percent of the customers of the Ulm-based medium-sized company are international. And this is similar for the visitors to the trade fair: Two years ago, the Frankfurt trade fair counted a total of 161,269 visitors passing through the gates of the Automechanika. Half of these were from outside Germany. 'This fact underlines the global significance of the fair, and of course, for us', says Gerhard Riedmüller. Internationalisation is the key, the company considers the entire world to be the market. LIQUI MOLY products are currently sold in around 100 countries. 'Our brand is in the limelight. And its strength is projected from Frankfurt around the world.' As a result, the brand will be polished to a great shine for the Automechanika. The company logo already enjoys a high level of recognition throughout the world, and great appeal, as Gerhard Reidmüller is aware, 'In short: You don't really need LIQUI MOLY, but you want it!' This fire of enthusiasm will also be fanned at this year's Automechanika.

Premiere of the Engstler BMW Z4 GT3

With in excess of 400 square metres to the right and almost 100 square metres to the left, the event area forms the gateway to Hall 9.1. For the first time, the medium-sized company has a special event area. This area houses the BMW E90 driven by Franz Engstler in the touring car championship. But he is competing with himself: The Automechanika sees the unveiling of the BMW Z4 GT3 of the LIQUI MOLY Team Engstler. This car will be celebrating its premiere in the 2011 season in long-distance races on the Arabian Peninsula, in Asia and in North America. Four models and photographer Annika Dollner are on hand to ensure unconventional snaps with the visitors - a perfect souvenir of the trade fair.

The Automechanika will be open from Tuesday 14^th September through to Saturday 18^th September from 9 am to 6 pm and on Sunday 19^th September from 9 am to 5 pm.

For more information, please contact:
LIQUI MOLY GmbH
Tobias Göbbel
Head of Media Relations National
Jerg-Wieland-Str. 4
89081 Ulm-Lehr
Fon: +49 (0)731/1420-890
Fax: +49 (0)731/1420-82
Tobias.Goebbel@liqui-moly.de

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