LIQUI MOLY repositions itself in the Emirates – partnership with New East General Trading
The German oil and additive specialist LIQUI MOLY is repositioning itself in the United Arab Emirates. Together with New East General Trading as its local partner, the company wants to increase the awareness for LIQUI MOLY and improve product availability and service.
“We are taking this step very consciously right now – despite or rather precisely because of the Covid-19 pandemic,” says Tarek Ghali, Export Area Manager at LIQUI MOLY. “You don’t overcome an economic crisis by putting your hands in your lap, but by tackling and investing.”
New East General Trading is one of the largest auto parts wholesalers in the Middle East and specializes in the vehicles of Japanese and Korean manufacturers. “With New East, we have a strong partner at our side,” says Tarek Ghali. “I am looking forward to our joint successes in the United Arab Emirates.”
LIQUI MOLY sees great potential in this area. “The United Arab Emirates are the reference market for the entire region. Our success here will also help us in other countries.”
“Two aspects were decisive for our cooperation with LIQUI MOLY,” explains Henry Shaaya, Group General Manager at New East General Trading. “Firstly, the extensive range that goes far beyond the many motor oils and includes other lubricants, additives and much more. Such a wide range of automotive chemicals is unique. Secondly, LIQUI MOLY produces its motor oils and additives exclusively in Germany. This means that drivers in this country receive the same top quality as drivers in Germany.”