Fifteen-minutes with Peter Baumann, Marketing Director of Liqui Moly GMBH

Published on August 18th, 2009

Recently when Trafficmagonline was in Sepang for the Merdeka Millennium Endurance Race (MMER), part of the Trafficmagonline crew who were Liqui Moly’s guests at the Liqui Moly (LM) executive suite managed to catch up with Liqui Moly GMBH’s Marketing Director, Peter Baumann.

Baumann is no stranger to motoring and motorsports events and exhibitions, as he has traveled all around the world with Liqui Moly taking part in various exhibitions and events to promote Liqui Moly, a well-known and reputable German company whose main business is motor oils.


Baumann stated, “Automotive manufacturers over time produce new cars and vehicles with modern, new generation engines that have new requirements where oils are concerned. In the global automotive industry, German automotive manufacturers are considered to be the leaders, and Liqui Moly is privileged as it has a good, close working relationship with quite a number of the German automotive manufacturers which allows Liqui Moly to have the advantage of being able to work closely and parallel with these few German Automotive manufacturers in developing new oils and lubricants that fulfill the needs, requirements, guidelines and demands of the new generation engines.”

Baumann also mentioned that Liqui Moly is and has been involved in motorsports primarily in Germany, the European continent and about twelve other countries all over the globe, from the V8 Supercar Championship in South Africa, the rally championship in Jordan, to the World Touring Car Championship (WTCC) that is held in Germany and other countries on the European continent.


“For the Asian region, specifically the South East Asian region, Liqui Moly decided to make its presence felt and formally announce its arrival on the South East Asian motoring and motorsports scene and stage by sponsoring team Engstler in the MMER2009. Team Engstler is an experienced and capable racing outfit as it has racing experience on this side of the world through the Asian Touring Car Championship that was held in Macau and Japan, which Liqui Moly was also a part of,” said Baumann proudly.

Baumann added, “We chose to take part in the MMER2009 with Team Engstler because the MMER is the only race of its kind in the region and it is a good mixture that encompasses everything, which allows us to work on establishing the Liqui Moly brand in this region”.


Baumann stressed that in order for Liqui Moly to be successfully accepted and trusted as a reputable brand of oils and lubricants in the South East Asian region, it is important for Liqui Moly to garner and study feedback on its products from the masses in order to build and strengthen its position in the South East Asian market.

Baumann also stated that to multiply Liqui Moly’s brand awareness, the key would be to make people understand the benefits and gains of using Liqui Moly’s oils and lubricants for their vehicles as in countries where Liqui Moly is already well established, this German company is well-known for being an oils and lubricants manufacturer with high quality and standards that are of a different level.


“In Malaysia and other South East Asian countries, we have found a good base of distributors to market and distribute Liqui Moly products, and together with these distributors, we know what to do and what needs to be done to firmly establish the Liqui Moly brand,” exclaimed Baumann.

text: Azdee Amir  pix: Dinesh Appavu



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