Diversification is a proven strategy at LIQUI MOLY. It ranges from a broad product range through different sales channels to strong internationalization. “But sometimes less is more,” says Marketing Director Marco Esser. For this reason, the lubricant company is reducing its canister colors.
Credit: LIQUI MOLY
The product range and names are unaffected by this changeover. The only change is the decrease in the number of different canister colors. Containers colored purple and light blue will not be available in the future. They will be replaced by dark blue canisters. LIQUI MOLY is also dispensing with red oil packaging. Black plastic will be used for this in future. “A total of 3.5 million purple, light blue, and red canisters will be eliminated. This is one of many measures aimed at increasing efficiency,” says Marco Esser.
Growth and LIQUI MOLY, two words that have belonged together for decades. A revenue milestone was achieved in 2024: 1 billion euros. Enormous growth comes with enormous challenges. That’s why LIQUI MOLY is constantly looking for new ways to optimize processes and increase efficiency.
A decision that will have an impact on various areas. “In production, this will reduce downtime because less equipment will need to be changed. Fewer canister colors are also of great benefit for warehousing logistics and procurement,” explains the Marketing Director. Ultimately, it will optimize space requirements and productivity. “For our customers, this step means faster and more flexible delivery of goods.”