German oil manufacturer cooperating with a works team for the first time
April 2020 – It is a first in LIQUI MOLY’s long motorsport history: For the first time, the oil and additive specialist from Germany is partnering with a works team. The brand will enter the World Touring Car Cup WTCR at the side of Hyundai Motorsports. “This shows how important we are now also for car manufacturers,” says Peter Baumann, Marketing Director at LIQUI MOLY.
LIQUI MOLY has been at home in touring car sport for well over ten years. Initially in the World Touring Car Championship WTCC and then, since its establishment in 2015, in the TCR series, always in partnership with the Engstler racing team. LIQUI MOLY is now taking the next step into the World Touring Car Cup WTCR together with the team. There Engstler will compete as the Hyundai works team. In two Hyundai i30 N TCRs, Dutch WTCR veteran Nicky Catsburg and German TCR talent Luca Engstler will fight for the title – if the season is able start after the corona crisis.
Despite many decades in motorsport, LIQUI MOLY’s appearance in the WTCR heralds a new era for the oil specialist. “This is the first time that we are involved with a works team, i.e. working directly with a car manufacturer,” says Peter Baumann. This cooperation is reflected firstly in the clearly visible presence on the vehicles and secondly in the fact that the two Hyundai i30 N TCRs run on LIQUI MOLY oil. It is the Synthoil Race Tech GT1 10W-60, a fully synthetic oil that has been specially developed for use on the race track.
LIQUI MOLY’s cooperation with Hyundai is not just about brand awareness, but also aimed at developing new business areas. This is because the company has traditionally focused its attention primarily on the aftermarket, i.e. the repair and maintenance of vehicles. This is why the company is better known among workshops than at car dealerships. LIQUI MOLY intends to expand its business with the dealers. “Now that Hyundai has decided in our favor for racing, the Hyundai car dealerships should definitely take a look at us,” said Peter Baumann.