As MotorActive celebrates its 30th anniversary, the Australian importer and distributor will drive significantly more energy into growing the Mobile brand in Australian retail and independent workshop channels.
Arguably best known for representing the Meguiar’s car care brand, MotorActive has built the Liqui Moly business in Australia from literally nothing into a multi-million dollar lubricant success story over the last decade – all through marketing expertise and a leading sales force skilled in developing strong customer relationships.
For commercial reasons, the time has come for MotorActive to set its sights on Mobil, a brand with greater branding, reach and potential.
“Mobil has a combination of advantages unlike any other oil brand,” says Bruce Morrison, managing director of MotorActive.
“Not only is there a tremendous amount of brand equity built over many decades, Mobil has the best of both worlds with superb quality and price competitiveness that delivers great value for a premium product.”
Mobil commercialised the first full synthetic oils in 1974 and has gone on to become the world’s leading synthetic motor oil brand.
The ultimate proof of Mobil’s excellence, Morrison says, is being a factory fill for prestige marques including Mercedes-AMG, Porsche, Aston Martin, Bentley and McLaren.
“In short, we’ve chosen to work with the best, world-class, tier-one supplier,” he says.
Close OEM partnerships, rigorous lab testing and field trails enable Mobil to stay on the very cutting edge of new product and specification development. By controlling the product quality from the time it comes from its natural state through to final production, Mobil’s quality assurance is unsurpassed – and quite unlike other brands that blend purchased base stocks.
The end result for motorists is better fuel economy and engine cleanliness that is quantifiable and proven.
The solid base of retail and workshop customers built up by MotorActive over the past 12 months gives the company a solid platform to ramp-up Mobil sales even further.
The shift away from Liqui Moly also coincides with the German brand’s establishment of a local subsidiary.
“We recognised Mobil was going to be a big part of our future some time ago,” Morrison says.
“The local Liqui Moly distribution developments come as no surprise and we wish them well.”
Mobil products can be purchased through HSY or MotorActive.
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