LIQUI MOLY is a German company that develops, manufactures and distributes automotive chemical products, such as motor oils, additives, care products, and workshop solutions. Founded in 1957 in Ulm, the company today employs approximately 1,200 people and sells its products in around 150 countries.
“FOR THE DRIVERS” is LIQUI MOLY's motto. LanguageWire is proud to help carry that promise across the globe.
Challenge: Scaling technically accurate automotive content to 20 languages
LIQUI MOLY manages content from Germany while supporting markets across Europe, Asia, the Middle East, Africa, North and South America, and Oceania.
Its teams produce and maintain a broad range of content, including: website, product information, press releases, newsletters, advertorials, brochures, flyers, catalogues, corporate news and other marketing content.
All that content needs to be localised for global markets, and that means:
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Same brand voice, but in 20 different languages.
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Specialised subjects need to be easy to understand without being oversimplified. In every language.
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Creative marketing messages must work across languages and cultural contexts. In every language.
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Automotive localisation requires technical accuracy, clarity and consistent terminology. In every language.
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Local SEO requirements had to be met, ensuring that centrally produced content remained relevant. Once again, in every language.
"As LIQUI MOLY’s international communication requirements continued to grow, we needed professional support to manage multilingual content efficiently and consistently."
Solution: Connected CMS and PIM translation workflow
A central part of the solution is the direct integration between LanguageWire Translation Management System and LIQUI MOLY’s CMS and PIM systems.
During onboarding, LanguageWire account managers worked closely with LIQUI MOLY’s content teams to understand the company’s specific terminology, marketing language and technical requirements for automotive content. This close collaboration established a strong foundation for clear, accurate and consistent multilingual communication.
Our Translation Management System made it possible for Liqui Moly to:
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Send content for translation directly from existing CMS and PIM systems
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Receive completed translations in the correct CMS location
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Reduce manual copy-and-paste work
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Lower the risk of publishing errors
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Avoid repeated translation of the same content
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Improve brand consistency across languages and channels
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Support centrally governed content with local market relevance
"By integrating LanguageWire directly with our CMS, LIQUI MOLY has reduced the manual effort required to manage multilingual website content from approximately 60–90 minutes to just 5 minutes per content item across all website languages."
Result: Content in 20 languages, with a translation process that takes 90% less time.
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Less manual processing; LanguageWire's CMS connector has significantly reduced the need to copy and paste translations manually. This saves time for content teams and lowers the risk of content being placed incorrectly or published with avoidable errors.
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Faster multilingual publishing; Translations are returned directly to the relevant place in the CMS, enabling LIQUI MOLY to prepare and publish localised website content immediately. This resulted in a reduction of over 90% in processing time, saving between 55 and 85 minutes per multilingual content item.
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Reliable workflows; A structured translation process makes it easier to manage multilingual content across the company’s CMS, PIM system and digital channels. Automation reduces manual handovers and supports more dependable day-to-day operations.
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Consistent communication in around 20 languages; Company-specific terminology and marketing language is managed more consistently across markets.
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More content for international audiences; LIQUI MOLY can provide website content in more languages and make locally accessible information available to customers and partners across its international markets.
"Between 2022 and October 2026, LIQUI MOLY successfully completed 411 translation projects through LanguageWire's platform."
The role of AI in automotive localisation
LIQUI MOLY sees AI as an increasingly valuable part of automotive localisation. It can accelerate processes, support larger content volumes and help adapt communication to different markets and styles.
However, technical product information, product descriptions and customer-facing automotive content require a high degree of accuracy. For LIQUI MOLY, AI therefore supports expert work rather than replacing it.
Human review remains important for ensuring that translations are technically correct, easy to understand and aligned with the brand. The combination of AI-supported processes and professional language expertise can help make localisation faster and more efficient without compromising quality.
"We chose LanguageWire because of its combination of technology, reliable workflows, linguistic expertise, competitive pricing and strong customer support."
The value of a long-term partnership
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For LIQUI MOLY, it means publishing reliable multilingual content 90% faster. That requires the right technology, efficient workflows and people who understand the company’s requirements.
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For the drivers, it means getting product information and application instructions they need in their own native language.
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For LanguageWire, it means delivering the best possible translations, so people and businesses can communicate clearly across languages and borders.
"LanguageWire is a reliable long-term partner that combines effective technology, professional language expertise and personal support to help us communicate clearly and consistently across languages and markets."
Need to simplify your multilingual content production?
If your teams are managing growing content volumes across multiple languages, markets and systems, we can help you make the process simpler, faster and more consistent. Talk to LanguageWire to explore how we can support your multilingual content production.
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