Liqui Moly
Corporate brand
UnclaimedLiqui Moly is a German automotive lubricants, oils, additives and vehicle-care brand headquartered in Ulm.
Last updated August 22, 2026
Overview
Liqui Moly GmbH is a German manufacturer and brand specializing in motor oils, lubricants, additives, vehicle-care products and workshop supplies. The company was founded in Ulm in 1957, with its early identity built around molybdenum disulfide, commonly known as MoS2. The substance was used as a lubricant additive because it can improve lubrication and provide emergency-running characteristics when an engine experiences severe operating conditions or a sudden loss of oil. The company’s name refers to the liquid form of molybdenum disulfide used in its original product concept. The business developed from this initial additive into a broad automotive-chemicals portfolio. Its range includes engine oils, gear and transmission oils, differential oils, oil and fuel additives, greases, care products, workshop chemicals and service equipment. Liqui Moly products are aimed at passenger cars, motorcycles, commercial vehicles, industrial applications and workshop professionals. The brand’s portfolio has expanded to more than 4,000 products, although motor oil and additives remain central to its identity and market positioning. Germany has historically been Liqui Moly’s principal market, where it is described as one of the leading engine-oil producers. The company has also pursued international distribution and brand-building, with products sold in roughly 120 countries. Its marketing has relied heavily on motorsport and professional sports sponsorships, allowing the brand to associate its products with performance, reliability, technical expertise and demanding operating conditions. Sponsorships have included Formula 1, motorcycle racing, touring-car competition, ice hockey, basketball, handball and football. Liqui Moly remained closely associated with managing director and former majority shareholder Ernst Prost for many years. On January 1, 2018, the Würth Group acquired the remaining shares held by the previous majority holder and CEO, bringing Liqui Moly fully into the Würth corporate group. Günter Hiermaier served as a second managing director alongside Prost from 2018 until Prost’s retirement in February 2022. Hiermaier then became sole managing director for the remainder of 2022. Uli Weller, previously the company’s long-serving commercial director, joined the management board as the group’s second managing director at the beginning of 2023. Today, Liqui Moly operates as an active Würth Group brand focused on automotive and related technical chemicals. Its positioning combines German manufacturing heritage, specialist lubricant knowledge, a large product assortment and high-visibility sports marketing. The brand is primarily associated with internal-combustion-engine vehicles and mechanical systems, while its product categories also extend to maintenance, cleaning and workshop operations.
History
Liqui Moly was established in 1957 in Ulm, Germany. Its founding product and name were linked to molybdenum disulfide, or MoS2, a solid lubricant that could be formulated in liquid form for addition to motor oil. The company’s early concept drew on the use of MoS2 as a lubricant capable of improving engine protection and providing emergency-running properties under harsh conditions. The material had become known in post-war Germany through supplies associated with the United States Army, where containers labeled Liqui Moly contained the liquid form of the lubricant. The original additive became the foundation for a broader automotive-chemicals company. Liqui Moly expanded into motor oils and other lubricants, including products for gearboxes, transmissions and differentials. It also developed additives that could be introduced by vehicle owners or workshops during oil changes and other maintenance procedures. Over time, the product range grew to include fuel and engine-system treatments, greases, cleaning and care products, workshop chemicals, service products and equipment. Liqui Moly’s principal market remained Germany, where the company became one of the country’s leading engine-oil producers. Its international business expanded through distribution in approximately 120 countries. The company’s brand-building strategy placed substantial emphasis on motorsport and sports sponsorships. Motorsport associations included motorcycle racing with Intact GP, touring-car programs involving Engstler Motorsport and FCP Euro, participation with Turner Motorsport in the IMSA WeatherTech SportsCar Championship, and a prominent Formula 1 sponsorship beginning in 2020. These activities supported a brand image centered on engineering, reliability and high-performance applications. The company also developed a broad presence beyond motorsport. Historical sports partnerships included German football club TSV 1860 Munich and Bosnian club FK Željezničar Sarajevo. Liqui Moly later sponsored the Los Angeles Kings of the National Hockey League, the Chicago Bulls of the National Basketball Association and international men’s ice hockey competition. It became title sponsor of Germany’s Handball-Bundesliga in 2019 and France’s Starligue in 2021. The brand also sponsored content on the DriveTribe YouTube channel and became an official sponsor of SSV Ulm from 2024. For many years, Liqui Moly was closely identified with Ernst Prost, who served as managing director and held a majority ownership position before the Würth transaction. On January 1, 2018, the Würth Group bought the remaining shares of the prior majority holder and CEO, making Liqui Moly part of the Würth Group. From 2018 through 2022, Günter Hiermaier served as a second managing director alongside Prost. Prost retired in February 2022, after which Hiermaier served as sole managing director during 2022. At the beginning of 2023, Uli Weller, the company’s long-serving commercial director, became the group’s second managing director. Liqui Moly remains an active brand within the Würth Group. Its identity is built on German origins, MoS2 and lubricant expertise, extensive automotive-maintenance coverage and international sports marketing. Although its portfolio now covers thousands of products, motor oils, additives and workshop-oriented technical products remain the core of its public reputation.
- 2024
SSV Ulm sponsorship
[1]Liqui Moly becomes an official sponsor of SSV Ulm.
- 2023
Uli Weller becomes second managing director
[1]Uli Weller joins the management as the second managing director at the beginning of the year.
- 2022
Ernst Prost retires
[1]Long-time managing director Ernst Prost retires in February, and Günter Hiermaier becomes the sole managing director during 2022.
- 2020
Formula 1 sponsorship begins
[1]Liqui Moly becomes an official Formula 1 sponsor under an agreement beginning at the Styrian Grand Prix.
- 2019
Handball-Bundesliga title sponsorship
[1]Liqui Moly becomes title sponsor of Germany’s Handball-Bundesliga.
- 2018
Liqui Moly joins the Würth Group
[1]The Würth Group acquires the remaining shares held by the previous majority holder and CEO, Ernst Prost.
- 2018
Entry into IMSA competition
[1]Liqui Moly partners with Turner Motorsport and participates in the 24 Hours of Daytona within the IMSA WeatherTech SportsCar Championship.
- 2017
International motorsport and hockey sponsorships expand
[1]The brand is associated with TCR programs and begins sponsorship of the Los Angeles Kings.
- 2013
Partnership with Intact GP
[1]Liqui Moly begins a sponsorship partnership with the Intact GP motorcycle team in the Moto2 class.
- 1957
Liqui Moly is founded in Ulm
[1]Liqui Moly GmbH is established in Ulm, Germany, with a business foundation in molybdenum disulfide lubricant technology.
Products and positioning
A German specialist brand for automotive lubricants, oils, additives and maintenance products, positioned around technical expertise, reliability, broad workshop applicability and performance in demanding conditions.
Automotive additives · 1957
MoS2 additives
Liqui Moly’s historic core product family uses molybdenum disulfide as an additive for motor oil and other lubricating applications. The material is intended to improve lubrication and support emergency-running characteristics under demanding conditions. Products in this family can be added during routine oil changes and are associated with the company’s original technology and name.
Engine lubricants
Motor oils
Motor oil is Liqui Moly’s best-known product category and remains central to its identity as an automotive lubricant specialist. The range developed from the company’s MoS2 additive heritage and supports passenger cars, motorcycles, commercial vehicles and workshop applications. The brand is particularly prominent in Germany’s engine-oil market.
Drivetrain lubricants
Gear, transmission and differential oils
Liqui Moly supplies lubricants for gearboxes, transmissions and differentials, extending its lubrication expertise beyond the engine. These products are intended for maintenance of drivetrain components and form part of the company’s broader professional and consumer automotive portfolio.
Automotive maintenance chemicals
Fuel and engine-system additives
The additive range includes products designed for fuel systems, engines and related vehicle-maintenance tasks. These products broaden the brand’s role from supplying lubricants to providing treatments used during servicing and preventive maintenance.
Vehicle care
Vehicle-care products
Liqui Moly’s vehicle-care portfolio includes cleaning and care products intended for vehicle owners, workshops and professional service environments. It complements the lubricants and additives business by covering routine upkeep and presentation of vehicles.
Workshop supplies
Workshop equipment and service products
The company also offers workshop-oriented chemicals, service products and equipment. These lines support professional repair and maintenance operations and help make Liqui Moly a broader workshop supplier rather than a motor-oil-only brand.
Marketing campaigns
- 2024SSV Ulm sponsorship
Germany
Liqui Moly became an official sponsor of SSV Ulm, a sports club from the company’s home region.
Outcome. The partnership strengthened the brand’s local and regional association with Ulm.
- 2021Starligue title sponsorship
France
Liqui Moly became title sponsor of France’s Starligue handball competition.
Outcome. The sponsorship broadened the brand’s European sports presence.
- 2020Formula 1 official sponsorship
Global
Liqui Moly became an official Formula 1 sponsor under a three-year agreement that began at the 2020 Styrian Grand Prix.
Outcome. The sponsorship gave the German lubricant brand a global motorsport advertising platform and was later extended for the 2023 season.
- 2019Handball-Bundesliga title sponsorship
Germany
Liqui Moly became title sponsor of Germany’s top handball league.
Outcome. The partnership linked the brand to a major German team-sports competition.
- 2018Turner Motorsport and IMSA campaign
United States · International
Liqui Moly entered the IMSA WeatherTech SportsCar Championship through a partnership with Turner Motorsport, including participation in the 24 Hours of Daytona.
Outcome. The campaign expanded Liqui Moly’s visibility in North American endurance and sports-car racing.
- 2018Chicago Bulls sponsorship
United States
Liqui Moly became an official sponsor of the Chicago Bulls in the National Basketball Association.
Outcome. The campaign increased brand exposure in American professional sports and complemented the company’s motorsport activity.
- 2017TCR and touring-car sponsorships
Asia · Middle East · Germany · International
Liqui Moly sponsored Engstler Motorsport and FCP Euro in TCR-related competition, including TCR Asia, TCR Middle East and ADAC TCR Germany.
Outcome. The programs connected the brand with touring-car racing and workshop-oriented performance credibility.
- 2017Los Angeles Kings sponsorship
United States
Liqui Moly began sponsoring the Los Angeles Kings of the National Hockey League.
Outcome. The partnership supported the brand’s expansion of sports marketing beyond automotive competition.
- 2013Intact GP Moto2 partnership
International
Liqui Moly partnered with the Intact GP motorcycle team in the Moto2 class, using motorcycle racing to reinforce its technical-performance positioning.
Outcome. The partnership continued the brand’s long-term use of motorsport sponsorship as an international marketing platform.
Brand decisions
2022
Management transition after Ernst Prost’s retirementStrategyBackground
Ernst Prost had been a long-time managing director and a central figure in Liqui Moly’s ownership and management history.
Action taken
Prost retired in February 2022; Günter Hiermaier then served as sole managing director during 2022.
Aftermath
Uli Weller became the group’s second managing director at the beginning of 2023.
2020
Formula 1 sponsorship agreementOtherBackground
Liqui Moly used motorsport and other professional sports as a central international brand-building channel.
Action taken
The company entered a three-year agreement to become an official Formula 1 sponsor, beginning with the 2020 Styrian Grand Prix.
Aftermath
The Formula 1 sponsorship was extended for the 2023 season.
2018
Transfer of Liqui Moly into the Würth GroupM&ABackground
Liqui Moly had been associated with majority shareholder and managing director Ernst Prost before the Würth Group transaction.
Action taken
The Würth Group acquired the remaining shares of the previous majority holder and CEO, making Liqui Moly part of the group from January 1, 2018.
Aftermath
Liqui Moly continued operating as an active brand within the Würth Group while retaining its automotive lubricant and additive focus.
Recent events
- 2023
Uli Weller joins Liqui Moly management board[1]
Leadership change
Uli Weller, the company’s long-time commercial director, became the group’s second managing director at the beginning of 2023.
- 2023
Formula 1 sponsorship extended for 2023[1]
Campaign
Liqui Moly extended its Formula 1 sponsorship for the 2023 season after its initial agreement period.
- 2022
Ernst Prost retires from Liqui Moly management[1]
Leadership change
Ernst Prost retired as managing director in February 2022 on the occasion of his 65th birthday.
- 2020
Liqui Moly announces Formula 1 sponsorship[1]
Campaign
Liqui Moly became an official Formula 1 sponsor under a three-year agreement beginning with the 2020 Styrian Grand Prix.
- 2018
Liqui Moly becomes part of the Würth Group[1]
M&A
The Würth Group acquired the remaining shares of the previous majority holder and CEO Ernst Prost, making Liqui Moly part of the group.
Sources2 sources
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