The German motor oil specialist LIQUI MOLY is lending its name to the international long distance race in Australia. The company has more than doubled its annual turnover there. “We want to use this momentum and increase our brand recognition with this race,” says Marketing Manager Peter Baumann. The “LIQUI MOLY Bathurst 12 Hour” will take place from 8 to 10 February 2013.
Bathurst is situated in eastern Australia, around three hours from Sydney by car. The race track is unusual in many ways. There’s the long tradition as the Australian Grand Prix took place there in as early as 1938. There is the fact that it is essentially a road course – or, put another way, a race track that runs across the only way to the houses of numerous inhabitants. There is the course layout that combines long straights with sharp corners. And there is the elevation as between the lowest and highest point of the course there are 174 metres difference. All this, especially in long distance races, makes the course a special challenge for the drivers.
More than 50 teams have already registered for the “LIQUI MOLY Bathurst 12 Hour” which is considered “the ultimate Aussie endurance race” and is broadcast by numerous television stations. Among the participants are the three winners from the last race – and LIQUI MOLY, again. The motor oil specialist is not just the name sponsor of the race, but is also entering the LIQUI MOLY Team Engstler, known from the Touring Car World Championship (WTCC) and the ADAC Procar Series. The BMW Z4 GT3, proven over long distances, is to compete highly in the rankings. Team boss Franz Engstler, this year’s second WTCC driver Charles Khaki Ng from Hong Kong, last year’s second WTCC driver Kristian Poulsen from Denmark and John Modystach from Australia will be driving.
The naming rights for the “Bathurst 12 Hours” have belonged to LIQUI MOLY for three years now. “This is our largest marketing investment on the continent so far,” says Baumann. “But we do not get a bonus in the race as the name sponsor. Quite the opposite: this is a real highlight in Australia and the local drivers will not want to be messed with.”
A podium finish would be nice for their own team, but that is not the primary goal of the involvement. “We want to convince Australians of ‘made in Germany’ quality and continue our Australian success story.” The success can, among other things, be attributed to a continuously growing distribution network. LIQUI MOLY is sold in both workshops and retailers in Australia.
For more information: www.liqui-moly.com