AUTOMECHANIKA. Frankfurt: Automobil Extravaganza
“THE sheer size of it blows you away”, says Alex Morrison, Liqui-Moly Australia’s Retail Product Manager. “You walk and walk and walk, then look at the map and realise you’ve covered only a small fraction.” Automechanika is all about the staggering array of products, as it provides businesses unrivalled access to the worldwide aftermarket industry. Heck, there was even a dedicated Aussie section featuring a dozen homegrown brands. Getting noticed amongst the sea of 4600 other exhibitors requires a very strategic approach and Liqui-Moly was definitely one of the higher-profile companies in attendance – what else would you expect from Germany’s biggest and most popular oil brands (as voted by three of Germany’s most influential motoring magazines). Unlike a number of other stands, Liqui-Moly’s approach was restrained and sophisticated, featuring a very open, very social atmosphere complete with a complementary kitchen and free-flowing cold beer on tap!
While Liqui-Moly had their full product range attractively displayed, along with significant new product presentations/demonstrations, their overall approach was friendly and low key, even if they were there to do business. “This relaxed vibe was a real winner,” says Alex. “The Liqui-Moly stand was never quiet. It was always packed with people, unlike the obvious and embarrassing lack of foot traffic on some of the more intimidating stands.”
Story CRAIG PARKER | Photos LIQUI-MOLY GERMANY