Liqui Moly has added international trade responsibilities in the areas of marine, agriculture, commercial vehicle and construction equipment to Carlos Travé’s job title.
“We see enormous potential for the brand here,” says Ernst Prost, CEO of Liqui Moly.
Travé joined the company in 2014 and has reorganized the range and sales of motorcycle products. Sales have more than tripled under Travé’s leadership, Prost notes.
He will be able to draw on this experience and apply it to marine, agricultural, commercial vehicle and construction equipment products. “We’ve found it makes more sense to have a specialist develop these business areas with a specific focus,” says Prost.
As in the motorcycle segment, the idea is to draw on Liqui Moly ‘s more than 60 years of experience with automobiles and transfer this to the other areas
“In marine are we are fairly well set up in terms of products, so our main is to develop sales internationally,” says Travé. “In terms of construction equipment, commercial vehicles and agriculture, we mainly aim to present our additives as useful chemical tools and problem-solvers for professionals.”