LIQUI MOLY Opens 10th Foreign Subsidiary With New Shanghai Operation
Operating under the name LIQUI MOLY Shanghai, the new subsidiary will have full autonomy in order to react more quickly to market conditions…
LIQUI MOLY is strengthening its presence in the East Asian market with the establishment of its 10th foreign subsidiary in China. The growth strategy focuses on greater internationalization and direct engagement with existing markets, and according to a company press release, China is a market with great potential for LIQUI MOLY.
The Chinese subsidiary of LIQUI MOLY is scheduled to commence operations in the summer of 2026, and the managing director of LIQUI MOLY GmbH, Salvatore Coniglio, stresses that it is “an important component in our strategy to leverage further growth potential through internationalization.”
The company’s headquarters are located in Shanghai, the largest city in the People’s Republic, and the new subsidiary will operate under the name LIQUI MOLY Shanghai with Fabian Wedekind as the managing director. Wedekind has been working for LIQUI MOLY in China since 2018, most recently as export area manager for this market.
“Fabian Wedekind is the perfect match for us because he has the ideal prerequisites,” says Coniglio. “He has lived in China for years and is firmly rooted there with his family. He knows the market inside and out and has played a key role in shaping our business there over the past few years. We are confident that he will make the most of the opportunities that arise there for LIQUI MOLY.”
LIQUI MOLY’s 18-Year China Presence Sets Foundation for Subsidiary
The lubricant company has been active with its own representation for 18 years now. Despite the presence of various market players, the company says there are still great opportunities for growth in the People’s Republic, which is why it is taking the next step by establishing a subsidiary. The new sales company will act as an official importer in the future.
“This means that our efforts in the market will bear an even stronger reflection of our own distinctive style,” explains Wedekind. “We will continue to expand our dealer network and be even closer to the customer than before. We can intensify cooperation with workshop chains and dealers, closely support partnerships and sustainably strengthen trust in our brand.”
E-Mobility Demand Seen as Growth Opportunity for Full-Range Supplier
Wedekind sees the rapidly increasing relevance of e-mobility in China not only as a challenge, but also as an opportunity: “There is a demand for services that enable dealerships to generate additional business with electric vehicles. As a full-range supplier, we can really make the most of our strengths here, because our range includes more than just engine oils and additives—from our service sprays to air conditioning cleaning to coolants and car care, we offer all the right solutions.”
Wedekind will be able to draw on the existing team of seven as he sets up the subsidiary, which is to be expanded on an ongoing basis, the company said. The first step is to set up the marketing department with the goal of bundling all activities and standardizing procedures in the future. Decisions on segments and product ranges will also be made centrally at the sales company in Shanghai.
“Our independence gives us complete operational autonomy. We can react more quickly to market conditions, expand the product range in a targeted manner and adapt it ideally to local requirements,” emphasizes Wedekind.
