LIQUI MOLY UK sales up 117% in pandemic as profits halved by investment spend

Published:  19 February, 2021

An aggressive pandemic advertising push by LIQUI MOLY in 2020 helped the company to push sales up by 7.1%, with its UK operation seeing a whopping 117% increase. However, this was set against a backdrop of overall  revenue dropping by 50% to €25m as a result of ongoing investment.

Managing Director Ernst Prost observed: “Thanks to our energetic measures, we are continuing to grow and are still operating in the black. Our solid economic performance in recent years, with no bank debt, is helping us cope with the consequences of the crisis.”   Revenue was halved partly because the company invested almost €45 million in marketing during the pandemic. In addition, more than 100 new employees were hired, bringing the total to 989 at the end of 2020.

“We fought to set ourselves apart from our competitors,” said Ernst. “Despite a vigorous implementation of hygiene measures, protection concepts and working from home, we were there for our customers around the clock and increased our presence in all media enormously. The fact that we are growing is only the logical consequence of our actions.”

Overall, all divisions of the full-range supplier were successful. In the core business of the company, motor oils, sales increased by 6.4%.

Ernst added: “We’re reaping the rewards of our 2020 advertising push this year, and we’re going full throttle in 2021 as well.”

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