While part of the TRAFFICmagonline crew were covering the Liqui Moly distributor presentation, demonstration and briefing session at a top hotel in the Klang Valley, a chance encounter with LM Automotive Sdn Bhd’s Executive Director, Law Seah Keong, allowed TRAFFICmagonline to delve into and unearth LM Automotive Sdn Bhd’s plans, techniques and strategies in successfully establishing the Liqui Moly brand in Malaysia from the top man himself.
LM Automotive is a joint venture with Singapore based Liqui Moly Asia Pacific Pte. Ltd. LM Automotive are no pushovers or newcomers to the automotive industry, as this company has almost two decades of experience in the industry, albeit in a slightly different field.
The company itself, according to Law, was set up about a year ago for the specific purpose of solely and exclusively distributing and marketing Liqui Moly products in Malaysia. Currently LM Automotive is focusing on the development of Kuala Lumpur while a second branch by the name of LM Auto Supply has been set up to solely concentrate on the business development in the State of Johor to ensure efficient growth rates and availability in Malaysia.
“Our aim and goal is to procure a strong market position for the Liqui Moly brand, and we strongly believe this is highly possible as Liqui Moly is a reputable, fully imported brand of oils, lubricants, additives and car care products that is already well-known in Europe and the rest of the world,” said Law.
Law learnt of Liqui Moly from time spent with Liqui Moly Asia Pacific as well as managing and running his other business in Singapore.
Law mentioned that ideally, Liqui Moly would be positioned about 5%-10% below the major players but well above the average players in the oils, lubricants and additives segment which is quite a competitive one.
Law confided that his confidence in Liqui Moly’s potential success in Malaysia also stems from the fact that Liqui Moly as a brand possesses a unique advantage in the sense that it has a wide range of quality, fully imported products available for the benefit of the masses.
Law mentioned, “No other company in the world has such a wide range of products and this lends to the projected positioning that we see and forecast for the Liqui Moly brand.”
The entire range of Liqui Moly products comes directly from, Liqui Moly GMBH’s factories in Ulm and Saarlouis, Germany. The research and development team based at the factory in Ulm, Germany, carry out extensive research, studies, and tests to custom produce products for specific markets such as the South East Asian market.
Law added, “A projected best-seller where oils and lubricants are concerned is the Top Tec Range of Products, which is the highest quality range of oil available for both petrol and diesel vehicles. Not all oil and lubricant companies manufacture oils that carry so many Original Manufacturer Approvals , Liqui Moly being one that does. Top Tec oils are of a high grade and quality because of the production process involved in the formulation of such a high grades of oil.”
He continued by saying, “Another potential best-seller that we have in our line-up is the MOS 2 10W-40 Leichtlauf, a semi-synthetic MOS2 anti-friction engine oil that retails for around RM 98 for a 4-litre pack. This engine oil is a performer as it has been formulated with an additive, so there is no need for any additional additives or treatment.”
Back to Malaysian shores, Law revealed that it took him and his team slightly over half a year to assemble and set up operations where LM Automotive Sdn Bhd was concerned. The setting up of LM Automotive Sdn Bhd was a means for Law to diversify his business which was previously centered around automotive parts cleaning services in the form of Environmental Recovery Services (ERS), an Australian based product which is widely used in developed countries for which Law’s company is the distributor in Malaysia.
Law exclaimed, “The oils, lubricants and additive business is a new one for me and my team and we are learning and studying the business as well as the market as time goes by. We are happy and pleased with the support from Liqui Moly Asia Pacific and the great support from the Liqui Moly headquarter in Germany. The business strategy that we have discussed with each other is fitting to what I see as achievable for the Malaysian market. We are confident that Malaysians will learn to accept and appreciate Liqui Moly products because Malaysians are willing to spend on products that are reputable and of a high quality such as Liqui Moly products.”
Law added, “In Malaysia, Liqui Moly engine oils will not be available in hypermarkets or spare parts shops, instead potential customers can purchase Liqui Moly products that they desire directly from the workshop, and the reason behind such a move is because we want to promote a direct supply where products are concerned for the benefit of the potential customers and our dealers, as we see our dealers as our close business partners.”
Law explained that LM Automotive Sdn Bhd will firstly concentrate on distributing and marketing Liqui Moly oils, lubricants and additives. The second phase will see LM Automotive Sdn Bhd introducing and bringing in Liqui Moly repair aids such as the total body cleaner, and car care products such as car shampoo, which LM Automotive Sdn Bhd has already begun to bring in.
Law and his team will be hoping to bring in more Liqui Moly products as time goes by although it will be done and carried out in phases.
Log on to Liqui Moly’s website for info on the products.
text: Azdee Amir pix: Dinesh Appavu