Sonax USA has been the leader in the European market when it comes to auto detailing and car care products. Based in Germany they are one of the main sponsors for maintaining our country’s beloved “Air Force One” along with our group The Detail Mafia.
For more than 50 years, SONAX – one of the leading car care product manufacturers – develops and produces in Neuburg (Germany). More than 50 years ago, Manfred Hoffman and his father took the entrepreneurial venture of manufacturing a car polish. Today, SONAX employs around 300 people and yields an annual turnover of approx. 60 million Euros.
The SONAX brand’s history goes back to the beginning of the last century. In Neuburg, from as early as 1905, the great grandfather of the present owner, extracted siliceous earth – an extremely fine mineral which was used in many domestic polishes. After the war, a silver polish was developed and marketed under the name “Sona” – while successful, it had very limited market opportunities due to its application. Therefore, the idea of creating a car polish was born.
“Sona” becomes SONAX.
An “X” – as synonym for wax which was found in every car polish – was added to the brand name “Sona”. Thus, 50 years ago, the company started into the car care sector.
The beginnings were very simple: Four SONAX representatives drove overland in fully loaded VW Beetles. It was the personal contact to customers that counted; at that time, advertising was unimaginable.
The breakthrough came with the frost.
Step by step, further car care products were added. But not everything was a success right from the
A strong brand profile.start: a de-icer was created and provided in glass bottles. Unfortunately, in frost, the de-icing product froze and burst the glass packaging. Consequently, the Neuburg laboratory developed an effective de-icer which was the first marketed in an aerosol can – a big seller in the cold winter of 1962.
In 1984, the year Manfred Hoffmann jr. – today’s owner of the Hoffmann Group of Companies – entered the company, the turnover had grown to a remarkable 30 million D-Mark. However, the better part was achieved through brands of trade, petroleum companies and car manufacturers. It was not until the first half of the 80s that the Neuburg enterprise began to systematically build up the premium car care brand. The clear brand image, advertising and first sponsorships helped SONAX gain more and more awareness.
Another push for the enterprise’s development was the German reunification – since 1989, the turnover has doubled within a short time. Today, SONAX is represented in 80 countries around the world. Exports increased to 30 per cent; subsidiary distribution companies in Austria and the Netherlands provide local presence.
SONAX Corporate Philosophy
How we see ourselves – We at Sonax see ourselves as innovative manufactures of premium car care products for optimum maintenance, protection and rejuvenation of vehicles.
Range of Services – Under the trade name SONAX, we offer a highly competitive and extensive range of products for the cleaning and care of vehicles. Through continuous research and improvement, and a price policy in the upper range, we seek to establish the SONAX brand as a manufacturer and supplier of environmentally pro-active and innovative products.
Success Factors – Our clear corporate aim is the perpetual development of our Brand Power; Customer Orientation; Adaptability and Process and Product Quality. And through these success factors, we aim to distinguish ourselves as a leader in the marketplace, and lastingly increase our returns.
Code of Conduct – We are naturally aware of our responsibilities to the environment. This requires that our business practices and products are conducted, or maintained, in harmony with our natural resources. We constantly aim to improve customer and employee satisfaction, through customer orientation and personal responsibility. We strive for successful partnerships, of mutual benefit, with our customers and suppliers.
