Euro specialized indy-mechanics all seem to use LiquiMoly?

[FlyPenFly]

My cars are still under warranty so I usually take them to a Porsche or Euro specialized Indy who reports service to Carfax and documents the change. One thing I noticed is that whenever I ask them what oil they use, it’s always LiquiMoly.

Kind of curious but does LiquiMoly just dominate the market with much cheaper pricing for independent mechanics or something?

(Yes, I know I can document my DIY oil change but it’s a pain when reselling the car or when proving service for warranty purposes).

 

[CarlB]

They might use it so they can send it back to FCPEuro for refund. That would be extremely lucrative and make money on both ends.

 

[The Critic]

Liqui Moly provides a lot of marketing support to the Euro Auto Repair community. Heavily discounted (or sometimes free) bulk dispensing equipment, marketing support (e.g. signage, stickers, etc.) and their general sponsorship of various events tends to generate the herd mentality.

 

[fantastic]

Someone told me it was tears.
I believe them...

 

[BHopkins]

From what I have seen, Liquid Moly is noticeably cheaper than Motul and the Euro versions of Castrol. And it has the advantage, along with Motul, of being a lot easier to find here in the U.S.

Of course there are other motor oils that meet many of the Euro specs, such as M1 Euro and Valvoline's Euro products. But all of these that I am aware of, don't meet all of the Euro specs, such as BMW's newer specs. And they may be looking for having to carry fewer oils that meet all the specs.

So I imagine availability and minimum inventory to meet all Euro specs narrows it down to Motul and Liquid Moly. And then Liquid Moly gets the nod on price.

 

[edyvw]

Several things, based on talk with my buddy who is using it as a mechanic:
1. Super cheap.
2. Good marketing support (That is LM's specialty).
3. Made in Germany. Literally, you show it to the customer, it is Made in Germany, all talk about quality, compatibility stops.

Mobil1, Castrol, etc. have too much of a market share to get into the weeds of small businesses.
Motul is greatly deficient in marketing compared to LM.

 

[TwoC400s]

I would bet that Wal-mart moves more Castrol/M1 Euro oil than all the Liqui Moly sold by all the Indy Euro mechanics combined.

No need for the big dogs to chase those tiny squirrels.

 

[The Critic]

I would bet that Wal-mart moves more Castrol/M1 Euro oil than all the Liqui Moly sold by all the Indy Euro mechanics combined.

No need for the big dogs to chase those tiny squirrels.

I think the money is in the OEM oil programs and independent blenders these days anyway.

 

[Andyd95]

They are always stopping by trying to get us to buy, pricing is alright - not amazing but decent (pretty close to M1 pricing) they offer a lot of promotional material, events, and finally it’s easy to get 5L bottles from worldpac if you don’t buy in bulk.

That said 5W40 M1 is my bulk these days.

 

[The Critic]

That said 5W40 M1 is my bulk these days.

Maybe if you work on older Euro cars, but very few Euro vehicles within the last 5 model years use a full-saps 40wt.

 

[Andyd95]

Maybe if you work on older Euro cars, but very few Euro vehicles within the last 5 model years use a full-saps 40wt.

We still see a TON of cars using 502, LL01, MB 229.5, and A40. Yes I have stuff for the newer cars though

But yes we still see people spending good money on 2010-2015 model year stuff.

 

[chris719]

LiquiMarketing

Honestly, if I ran a Euro shop I might use them also. Customers like it, they like the marketing, and it makes them feel good. Gives your business an air of quality true or not.

 

[bdcardinal]

IMC / Parts Authority carry them in large quantities for competitive prices.

 

[f355spider]

IMC / Parts Authority carry them in large quantities for competitive prices.

They appear to be a wholesaler...do they have retail locations or an online presence open to the public?

 

[B6_Dolphin]

I'm a Ravenol convert myself... US distributor is blauparts:

https://www.blauparts.com/

 

[Chris142]

Yes liquimoly is much cheaper than other brands with a shop discount through world pac

 

[TwoC400s]

I'm a Ravenol convert myself... US distributor is blauparts:

https://www.blauparts.com/

If I ever felt like Castrol wasn't more than adequate for my engine oil needs, I would use Ravenol. I do use Ravenol for my differentials.

 

[scrllock]

They might use it so they can send it back to FCPEuro for refund. That would be extremely lucrative and make money on both ends.

Wholesale/commercial accounts get a percent off FCP site pricing, but can't use the lifetime replacement guarantee. So no free oil.


I'm sure it's mostly marketing, they're positioned as a premium german brand and it's very easy to find people who tell you it's the best. Who doesn't want the best? So you offer customers what they think is best.

 

[Titan]

So you offer customers what they think is best.

Marketing 101. Hit the nail on the head!

 

[TiGeo]

Did somebody say Liquimoly?