About SONAX

Brilliant performance not only on the race track
Car care products of the German manufacturer SONAX are well known to car drivers worldwide. From car polish to additives – a wide range of products and services reflects the expertise and versatility of SONAX. The car care product specialist has been a major supporter of motor racing for many years. Such famous names in motor racing as Ayrton Senna, Hanns-Joachim Stuck, Michael Schumacher, Heinz-Harald Frentzen and Jacques Villeneuve have all raced past the finishing line sporting the SONAX logo on either their cars or racing suits.

Anyone familiar with the market presence of the leading manufacturer SONAX will scarcely be able to imagine the small beginnings from which the present company with its subsidiaries developed. 50 years ago, however, as Manfred Hoffmann and his father engaged in the entrepreneurial risk to manufacture a car polish, the prospect of success was not certain. Creativity, a feel for the market situation and excellent products were major contributory factors to success: today, SONAX employs 300 people in three countries and generates an annual turnover of more than 55 million Euro.

A brand with roots
The roots of the SONAX brand date back to the start of the last century. From as early as 1905 in Neuburg, the great grandfather of the present junior head of the company extracted silica, an extremely fine mineral which was used in many domestic polishes. After the war, a silver polish marketed under the name ”Sona”, while successful, enjoyed very limited market. The idea therefore arose of creating a car polish. An "X" was appended to the brand name ”Sona”, as a synonym for wax (a substance found in every car polish). Thus, more than 50 years ago, the company launched itself in the car care product sector.

The origins were extremely simple: four SONAX representatives travelled
around in fully loaded VW Beetle cars. Personal contact to customers alone was what counted, at that time the idea of advertising was still unthinkable.
 

A frosty breakthrough
Further car care products were added to the assortment gradually. Not
everything was a success from the outset: for instance, a de-icing product was developed that was first marketed in glass bottles. Unfortunately, in frosty weather the de-icing agent froze and burst the glass bottle. Subsequently, an effective de-icing agent was developed in the Neuburg laboratory and was the first on the market to be offered in aerosol form, enjoying a huge sales success in the severe winter of 1962.
 

Strong brand credentials
The company history was by no means a smooth one. In 1975, for instance, the ski wax brand TipTop was bought and then discarded a few years later. When Manfred Hoffmann Jun. entered the company in 1984, while turnover had grown to an impressive 14 million Euro. It was not until the first half of the 1980s that the Neuburg company began to build up the SONAX brand specifically as a
premium car care product.
 

From a good idea to the German No. 1 brand in car care
Since establishing the brand back in the 1950’s, the company SONAX GmbH & Co. KG has moved into pole position amongst the producers of car care
products. Millions of motorists in Germany and around the world trust the
expertise of this company from Neuburg. The SONAX brand is represented in 70 countries around the globe. Around 300 employees are constantly committed to achieving the highest quality standard.

The company is constantly endeavouring to refine and update techniques in an own development and test laboratory. Using testing methods that are partly unique to the industry - like the window cleaner test bed – enables SONAX to gain the necessary competitive edge on the market with innovative and highly efficient products. And with great success too, as satisfied customers and the best test results from independent organisations such as ADAC, TÜV and DEKRA constantly confirm this. SONAX works closely with virtually all automotive manufacturers in its development and marketing activities. By working together with specialised traders, service station companies and other sales partners, SONAX products are present right across the market.

The product range

• Car care products

• Fuel additives and maintenance products

• Car valeting/workshop products, techniques and trainings

• Products and concepts for all car wash types (tunnel, conveyer, self-service)

Major supporter of motor racing
The striking brand image, advertising and the first sponsoring activities gained SONAX ever increasing recognition. SONAX has been a major supporter of motor racing for many years. In this regard, motor sport sponsoring has played a crucial role in defining the brand image worldwide – and has lent the products bearing the red inscription a unique air of fascination.

As official supplier to Team McLaren Mercedes in Formula-1, to Team Arden International in GP2 and to various international or national teams like Audi and Mercedes in the DTM the brand is at home on the racing circuits around the world. Beside a partnership with VX Racing in the British Touring Car Championship the latest co-operations were realized with Holden Racing in the Australian V8 Supercars series and Brooks Associates Racing in the American Champ Car Atlantic Championship.

Cleaning up attitudes to cars, people and the environment
High performance car cleaning products and a consistently eco-friendly
orientation – would not appear to fit together at all. But SONAX is showing that it can be done.

Modern consumers are increasingly concerned about the environmental
soundness of the cleaning and care products they use to keep their cars looking good and maintaining their value. SONAX was one of the first firms in the
industry to introduce products onto the market which, aside from their optimum cleaning results, were environmentally pro-active as well.

The strengths of a family-owned company
Despite its meteoric career, from producing silver polish to an extensive range of car care products and services, SONAX has remained a true family-owned company. Short decision-making processes, a motivated and committed workforce as well as the willingness and ability to innovate are characteristic of SONAX. As such, the SONAX brand can continue to be certain of a satisfied clientele in the future.

 

For more information, kindly visit our corporate website : www.sonax.com