Sixty-five years ago, Sonax company owner Manfred Hoffmann senior and his father took on the entrepreneurial venture of manufacturing a top quality polish for cars. At the time, success was not exactly guaranteed.

The Sonax brand actually has a history that dates back to the beginning of the previous century.

As early as 1903, in Neuburg, Germany, Manfred’s great grandfather began the process of extracting siliceous earth, a very fine mineral used as a polish in many household cleaning products.

In 1950, the company decided to extend its Sonax cleaning product range to the car care market. Initially, four sales representatives drove their way round Germany in fully-loaded Volkswagen Beetles, introducing Sonax products to the public. Direct and personal contact with customers was crucial in those days.

Amongst other products developed in the company’s Neuburg laboratory was an effective de-icer, which became the first to be introduced on the market in an aerosol can. In the harsh winter of 1962, it enjoyed a huge commercial success.

The company’s constant product expansion, memorable brand image and a constantly growing market with sales in excess of €90 million, have all helped Sonax in achieving global fame. It is no wonder that the brand is today considered to be one of the leaders in the development and manufacture of car care products.