Among the customers through which the Ulm manufacturer of automotive chemistry markets its products are also workshops and gas station operators. Jet locations, for example, have been offering the company's lubricants and car care products since 2021, and from 2024, the gas station network of the Westfalen Group will also do so. Now, another provider from Northern Germany is joining. Since June 1, 2025, drivers who visit one of the over 100 gas stations of the Hamburg-based Lother Group will also find Liqui Moly car care products on the shelves — at least for the next five years. According to the company, it has thus entered one of the largest independently-operated gas station networks in Northern Germany.
Thoughtful Concept
Most of the corresponding fuel bases of the Lother Group can be identified under the brand name Nordoel: more than 70 operate under this name in northern Germany. According to a press release, lubricants, car care items, seasonal goods, radiator antifreeze,
and additives from the Baden-Württemberg manufacturer can be purchased in the shops there and throughout all others of the family company founded in 1938 for at least five more years. Both companies, according to Liqui Moly sales manager Günther Wengert at the announcement of the cooperation, have some similarities, such as a similar corporate identity — which speaks for a stable relationship:
“This North-South alliance is not just under a good star because of the identical logo colors blue, red, and white. We are both medium-sized, tradition-conscious companies with a well-known brand — an ideal basis for a trustworthy partnership,”
And Matthias Bartholl, CEO of Lother GmbH, adds what he particularly appreciates about the collaboration:
“We have high demands on ourselves and our partners. Liqui Moly operates according to the same principle. The concept that convinced us was one where sales in our shops can be increased. Everything is very well thought-out.”
For example, the range is tailored specifically to
the needs of gas stations, so the possibility of bundling into “all-round packages” exists — which also simplifies processes.
Service Makes the Difference
According to Liqui Moly, they have ensured a “high turnover rate with the widest possible coverage” in the appropriate product selection. They bring their experience in sales promotion gained in this distribution branch, from which the shops benefit directly: for example, a quick oil overview was developed for business customers, through which the customer quickly receives a selection support via a QR code. “The service for the lessees and their customers makes the difference,” says Wengert.
But it's not just about selected and appropriately presented products around car care from one of the most popular lubricant brands in Germany, which according to them, develop and produce their motor oils and additives in Germany. The concept is supported by an external service team specifically focused on the gas station business, ensuring personal advice and support on-site. Batholl is,
in any case, convinced of the great advantage of this approach, particularly for the lessees of the gas stations. Accordingly, both companies are reportedly interested in long-term cooperation.
Liqui Moly has been part of the Würth Group since 2018 and, with its portfolio of around 4,000 items, has one of the most extensive ranges worldwide in the field of automotive chemistry: this includes motor oils and additives, greases and pastes, sprays and car care, but also adhesives and sealants. The company, founded in 1957 with headquarters near Ulm, sells its products in about 150 countries.
The Lother Group employs around 100 staff and operates two locations in Hamburg, as well as four others in Itzehoe, Lübeck, Kiel, and Lüneburg. The group's services include the delivery of heating oil to private and commercial end consumers, as well as diesel to independent gas stations, farmers, and companies. Additionally, alternative fuels such as HVO100 diesel and synthetic fuels offered under the designation eFuels
