German Lubricant Specialist Deepens Internationalization, Eyes Growth Opportunities in Dynamic Market
LIQUI MOLY, the German lubricant company, has announced the establishment of its 10th foreign subsidiary in China, signaling a significant move to strengthen its presence in the East Asian market. The new entity is a cornerstone of the company’s growth strategy, which prioritizes increased internationalization and direct engagement with key existing markets.
Operations for the new Chinese subsidiary are slated to commence in the summer of 2026. This marks a strategic expansion for the automotive chemicals specialist, bringing its direct global footprint to 10 international locations.
The company’s headquarters will be situated in Shanghai, China’s largest city, mirroring the location of its previous office. The new operation will officially be known as LIQUI MOLY Shanghai.
“An important component in our strategy to leverage further growth potential through internationalization,” said Salvatore Coniglio, Managing Director of LIQUI MOLY GmbH, regarding the establishment of the subsidiary.
Fabian Wedekind has been appointed Managing Director of LIQUI MOLY Shanghai. Wedekind has a long-standing history with LIQUI MOLY in China, having worked for the company in the region since 2018, most recently as Export Area Manager for the market.
Coniglio expressed strong confidence in Wedekind’s appointment. “Fabian Wedekind is the perfect match for us, because he has the ideal prerequisites,” Coniglio stated. “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 has maintained a presence in China through its own representation for the past 18 years. Despite a competitive landscape with various market players, the company identifies substantial growth opportunities in the People’s Republic, prompting this next step of establishing a direct subsidiary.
The new sales company will assume the role of an official importer, which is expected to streamline market operations and enhance brand control.
“This means that our efforts in the market will bear an even stronger reflection of our own distinctive style,” said 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.”
Wedekind also highlighted the rapidly increasing relevance of e-mobility in China, viewing it not only as a challenge but also as a significant opportunity for LIQUI MOLY.
“There is a demand for services that enable dealerships to generate additional business with electric vehicles,” Wedekind said. “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 initially lead an existing team of seven, with plans for ongoing expansion. The immediate focus will be on establishing a dedicated marketing department to centralize activities and standardize procedures.
Decisions regarding product ranges and market segments will also be made centrally at the new sales company in Shanghai. This operational structure aims to maximize responsiveness and market adaptation.
“Our independence gives us complete operational autonomy,” Wedekind said. “We can react more quickly to market conditions, expand the product range in a targeted manner and adapt it ideally to local requirements.”
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