FRANKFURT, Germany – With more than 4,000 products already in its portfolio, LIQUI MOLY is introducing even more new products at this year’s Automechanika Frankfurt, expanding its coverage of the service market from multiple vantage points.

While best known for its motor oils, which were recently voted as the No. 1 motor oils by readers of Germany’s three top automotive magazines, the company offers numerous other products and services for repair shops. According to Peter Szarafinksi, head of international media relations for LIQUI MOLY, it’s all part of the company’s aim to be a sort of one-stop shop for repair shops.

Among the new products being introduced this week in Frankfurt are a new 5W-20 motor oil for Asian and American vehicles, along with a new Racing Motor Oil line available for motorcycle owners in Europe and the new ATF featuring Dexon 6 for Asian vehicles. In addition, in the German market, LIQUI MOLY now offers a HAZMAT service for repair shops. While not available to the U.S. market, the company may consider expanding this service to the U.S. at some point down the road, Szarafinski says.

Due to its rapid success and growth over the past several years, the company has gone from an "attack" position to a "defend" position as it takes a top leadership spot in its category, according to Szarafinski. The company enjoys a strong position in the German market, and, year over year, the company has experienced a 50 percent growth rate in the U.S. market.

In addition to continually increasing its touch points with customers through the introduction of new products and services, Szarafinski says the close relationship with its customers has R&D benefits as well.

"We develop new products with feedback from the workshops, so it’s also very important to keep close contact with the customers," he added.

Fras-le increased the size of its booth this year, growing from a 70 square meter space at the 2010 show to a 96 square meter space this year.