Motul Names IAM as Licensing Agent for South Korea

IAM to maximize Motul’s brand in the market.
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License Global

June 13, 2022

Items from the Motul brand.
Items from the Motul brand.Motul

Global automotive lifestyle brand, Motul, is now working with IAM Allrights as its agent for South Korea. 

IAM (Intangible Assets Management) will identify potential licensees, retail and marketing strategies that convey the personality and spirit of the Motul brand and will be actively engaged in adding brand values by looking beyond traditional merchandise licensing and by capitalizing on various business opportunities. 

IAM will develop a licensing program targeting motorcycle and car enthusiasts, automotive professionals, motorhome owners and a growing outdoor and leisure market for families. Key categories will include workwear, maintenance tools and equipment alongside lifestyle categories such as apparel, accessories and gifting. 

Motul specializes in the formulation, production and global distribution of high-tech engine lubricants. For decades, it has also been a dedicated technical partner and official supplier to the finest motor racing teams and manufacturers in history. Its presence

today extends to more than 160 countries and numerous event partnerships including the Dakar Rally, Le Mans and Goodwood Revival. 

The Motul brand is now bringing its 100-year heritage, and its associations with speed, style, adventure, performance, elegance and above all winning, to a major lifestyle branding campaign. It will be targeting a wide range of categories, ranging from apparel, stationery, houseware and apparel to backpacks, phone covers and, of course, car accessories. 

IAM is the newest addition to the Motul agency network which now includes global licensing agent, Aspire, for

WildBrain CPLG

, as well as recently appointed agents for



Australia and New Zealand

“Motul is a world-class brand whose rich heritage and global reputation will be the perfect inspiration for a varied licensing program that will maximize the brand’s presence and profitability in the Korean market,” says KS Kim, president, IAM. “We fully intend to provide many opportunities for Korean consumers to enjoy a new and wider experience of the Motul brand.” 

“With its extensive marketing networks in Korea and Asia, exclusive access to the Korean market and expertise in understanding and bridging cultural and market barriers, IAM is the perfect partner to build the presence of the Motul brand in Korea,” says Laurent Taub, licensing specialist, Motul. “We’re delighted to be working with such a respected and expert partner in this key market.” 

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