Lenny Levac, Director of Sales for Canada has been with LIQUI MOLY for twenty-one years. LIQUI MOLY is a very prominent manufacturer of premium quality lubricants, motor oil, additives, vehicle care products, plus chemical repair tools, service products, glues and sealants—all manufactured in Germany.
This product range is available for any vehicle in the world and of course is sold worldwide. Levac was at Automechanika Frankfurt because of their customers and talked about their Canadian clients—NAPA Canada, CARQUEST, WORLDPAK, and having positive meetings and discussions with them—all their biggest customers were there and they are very important to LIQUI MOLY. “We pick our partners and stay loyal to them. And the ones we have are great partners. They come here to meet our people—all our decision makers, our executives who, I might add, do not go to Vegas. We discuss all the plans, decisions, new products coming up, how we can make the business better,” Lenny states.
“These meetings are very good… and we can have long meetings, not half-hour ones. To date, we have done very well in North America with our sponsorships, brand recognition, sales brochures… it’s been a really exciting time and we’ve had a great show. Now we’re looking forward to AAPEX which should also be a great show this year, likely better than last year. People that dropped out last year recognize that they didn’t have a big spend and their sales are still going up, that means they will attend this year,” Lenny continued.
“Canada is a very, very important market for LIQUI MOLY,” stated Sascha Jardel, the Export Marketing Manager from Germany. “The numbers are always very good! Because of the growing numbers, this shows we have been doing a great job with a great product.”
Strong Market in Canada
Lenny explains, “Canada is a very strong market for LIQUI MOLY, and we are very present in the B-C market. Since I worked for Altrom, as did our Quebec rep, and our rep from B.C. worked for Auto Camping before, the LIQUI MOLY job just comes naturally to us! We all had relationships in the marketplace so we could bring them with us to LIQUI MOLY. Everyone knows our brand is a quality one, we have a good company and a fair one. When you have that people want to come to work for LIQUI MOLY.
“We have five new numbers coming up now in Germany, so I have to make up labels for Canada and the U.S., they have to be registered, and more. If we bring out those numbers too early, our partners find out and say we need it, when can we get it? So, we have learned to be a little more patient in Germany—we knew the price but because we didn’t have labels, didn’t have part numbers, we didn’t want to release them here at Automechanika Frankfurt. The partners are excited to buy but if you can’t give them the product right away, they lose some of that excitement and urge to get it into the hands of their customers. That is why we decided to keep that exciting news for the AAPEX Show!
“We get great ROI in the Canadian market, and it is growing well! We’ve had double-digit growth for the last seven years. Canada is a very, very strong market for us and the U.S. is holding its own. LIQUI MOLY is having positive growth!”