HOW A LITTLE TIN OF WAX BECAME SONAX...
Great-grandson, Manfred Hoffman:
"Consistent customer orientation, uncompromising willingness and our firm roots at the Neuburg site is what makes SONAX strong."
START OF A PIONEER
SONA precious hard wax. After the second world war Franz Hoffman began with the production of car care products. The brand “SONA” was mainly used for silver cleaning agents in the household sector- for car care products the brand name “SONAX “was introduced by adding X as a synonym for WAX. The beginning was simple: Four SONAX representatives drove through Germany in a fully loaded VW Beetle. At the time personal contact with customers was very important and advertising was unthinkable!
At that time the petrol attendant was usually responsible for the perfectly clean vehicle!
As the German economy grew the breakthrough for Sonax car care products came along. From the mid 1960’s, SONAX supplied the first fully automatic washing systems with high quality cleaning and care products. At the same time the DIY car care program was continuously being developed. More and more people bought their own cars. On Saturdays the car was ritually rinsed, rarely by the petrol attendant but mostly by the proud owner himself. The demand for car care products rose rapidly and with it the success of the SONAX brand. Soon Sonax opened up new markets: the agricultural industry, the hardware industry, forestry, construction, manufacturing technology and the sanitary industry all count on SONAX premium products.
Today you can find SONAX products in over 100 countries around the world. The export share has grown to 43%. SONAX products worldwide stand for the highest quality, “made in Germany” and impress with their outstanding effect and exemplary product performance. This is underscored by a multitude of test sequences and awards given by independent institutions such as DEKRA or GTÜ to SONAX products year after year.
BRILLIANT IDEAS FOR TODAY & TOMORROW
Brilliant ideas for today and tomorrow, a woman looks in the microscope…. SONAX research department is committed to making good products even better. The permanent process of innovating ensures that SONAX stays abreast and keeps attracting attention in the marketplace. The excellent test carried out by leading car magazines such as “Auto Bild”, “Auto and Motor Sport”, or the “Auto Zeitung”, (all well recognised and respected German media) again and again prove the high competence of SONAX research and development
With this quality SONAX is able to meet the highest quality standards and positions itself as a strong partner in international motor sport. This is confirmed by partnerships with Hans Joachim Stuck, Michael Schumacher and Ayrton Senna and now in Formula-E. SONAX is the official supplier to Team McLaren Mercedes in Formula 1, Team Arden International in GP2, British Touring Car Championship, Australian V8 Supercars Series, American Champ Car Atlantic Championship.
Despite the rapid career from silver cleaning agent to the world-famous premium manufacturer of care products of all kinds SONAX has always remained a family business.