LIQUI MOLY THAILAND has launched the T-SERIES, an innovative engine oil developed specifically for use in Thailand and Asia. Confident in capturing the premium mass market, they have appointed Beer Baiyoke as brand ambassador to boost the brand's strength.
Ms. Sirichit Kanjanabat, executive of Car Lac (Thai-German) Co., Ltd., the official importer and distributor in Thailand, said they lead the market in importing German automotive paint coating products before expanding into comprehensive high-quality car care products. They have accumulated over 40 years of experience in the Thai market, focusing on selecting world-class technology truly tailored for vehicle users in Thailand.
Currently, Liqui Moly offers more than 4,000 products available in over 150 countries worldwide. Their products are recognized by leading automotive manufacturers and have proven performance in global racing events such as Formula 1 and MotoGP, venues that demand the highest-performance lubricants under the most extreme conditions.
In Thailand, there are now over 500 products covering everything from engine oils and engine performance additives to comprehensive car care products. These are available through leading service centers nationwide, including B-Quik, Cockpit, Tyreplus, Auto1, and Autoclik, as well as numerous partner shops and garages.
The recent launch of the T-Series engine oil was developed specifically for the climate and usage conditions in Asia. It supports gasoline, diesel, hybrid engines, Start-Stop systems, Euro 5 and Euro 6 emission standards, and vehicles equipped with Diesel Particulate Filters (DPF).
This development resulted from investment by the German headquarters, sending researchers from the German production factory to oversee manufacturing standards at every step to maintain the quality of T-Series engine oils produced in Thailand and exported throughout Asia.
However, this launch is not merely about adding a new product to the market but about raising engine oil standards for all drivers in Asia. The aim is not just to import world-class products but to create products designed for the real-world use of Thai drivers.
Specifically, the T-Series is the result of research that truly understands the climate, traffic conditions, and usage behaviors in this region. Every step maintains German standards because the goal is to provide the best driving experience and build lasting trust.
Simultaneously, the company is advancing a strategy to create real user experiences and build the brand through key figures. They have partnered with Piyalert Baiyoke as the brand icon and collaborated with Top Secret Thailand to develop the Liqui Moly service center project, offering comprehensive engine oil and gear oil changes to raise service standards and provide direct experiences for vehicle users.
“This launch also comes with a global brand repositioning under the concept FOR THE DRIVERS—a brand that understands drivers and aims to create genuine experiences for them, with the goal of becoming one of the most recognized brands in global mobility by 2030,” the company stated.
Beer Baiyoke, or Piyalert Baiyoke, said, “I own various types of cars—from sports cars to modified vehicles and daily drivers. I choose Liqui Moly products for all because I trust German technology and the tangible results it delivers.”
Regarding the T-Series, he said, “I think it suits Thailand very well as it was developed specifically for Asian engines. I want everyone to try it and see for themselves. If it weren’t good, I certainly wouldn’t have decided to join this project.”