In the world of car care, marketing and branding are king; or so they say. Focusing instead on research and development, Sonax has taken a very different path—one that enabled them to rise as the leading manufacturer of car care products in Germany, Japan, China, and the U.S.A.—the most discerning markets in the world.

Remaining a private, family-owned company with a 70-year history, Sonax has focused on products that provide for the cleaning and maintenance of car surfaces. From their first product, “Sonax”—a synonym for “wax”—their focus hasn’t changed. Today, 20 people or 4 percent of their entire headcount is dedicated to R&D, and manufacturing of 500 different products is centralized only in one location: Neuburg in Germany.


“R&D is the heart of Sonax,” says Werner Hoffman, Sonax Area Sales Manager for Asia-Pacific. “Others may simply rely on subjective opinion, at Sonax this is not enough. Everything we do is backed up by extensive laboratory testing. We even have our own unique testing tools such as a Polishing Tester to check the effectiveness of our polishes and waxes.”

Known more for their professional range, including the CC36 Ceramic Coating, Sonax is now re-introducing its range of DIY products for the Philippine market including the Gloss Shampoo, Easy Shine, High-Speed Wax, Brilliant Shine Detailer, Xtreme Interior Cleaner, Leather Care Foam, Tire Gloss Gel, and Wheel Cleaner.


“Our DIY formulation stems from our decades of experience manufacturing professional products,” says Jeremy Ong, Regional Support Manager for Sonax. “While our DIY line has the same Sonax Advantage—where you use less of the product to get more results, it’s designed to be safe for everyone, even the casual motorist, to use. You don’t need to be trained to use them effectively. Sonax is tested to be safe on any car surface and it’s tested to work on any car—German, Japanese, Korean, French, Italian, or American.”

One great example is the Sonax Leather Care Foam which works safely on any leather surface—whether it’s stitched, perforated, or even Nappa. Because of its foam-based formulation, it gets into the textured surface of leather, gently lifting trapped dirt without leaving any residue. It even provides UV protection without the stickiness or shine.


Sonax DIY products are now available at all Blade Auto outlets nationwide and can be purchased online through Lazada. In addition, Sonax detailing services are available at selected dealerships and car wash establishments nationwide.

To find the nearest Sonax detailing partner nearest you, check out their official Facebook page.