Melicia Labuschagne speaks to Phuti Mpyane about her journey to build the Liqui Moly premium oils and additives brand in SA
Melicia Labuschagne talks to Phuti Mpyane about her journey to build the Liqui Moly premium oils and additives brand in SAMelicia Labuschagne launched the Liqui Moly premium engine oils and additives brand in SA in 2008, in the midst of a global recession, and built it to the success story it is today.
We are a wholly owned subsidiary of the mother company in Germany. In 2007 I was speaker at a pharmaceutical convention and met the company recruiters there. The company has distributors in more than 130 countries worldwide and they were looking for a different approach to open not another distribution channel, but an official subsidiary. They approached me and suggested I’d be the perfect candidate to work with them on this new brand.
Where the fight is the price there is no loyalty. I prefer to build relationships. If someone buys a product based on price alone then tomorrow they will go to another supplier who is even cheaper. I knew it was going to take longer to establish the important trust in our brand and I was prepared to see it through.We have aftermarket products and some of our oils are OEM accredited.
The other benefit for Liqui Moly is that we are proactive when it comes to new developments. Now we also have DPF cleaners for petrol engines alongside the older diesel versions. An electric car may not have requirements of lubricants but there will be a lot more that must still be looked after, like on the inside and outside by the owner.
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