Auto-Chem
Auto-Chem is a Canadian manufacturer of professional and consumer cleaning, polishing, and protection products for automotive, marine, aircraft, and commercial trucking surfaces, serving detailers, dealerships, fleet operators, and DIY consumers across Canada and the US. In 2025 it merged into Recochem Inc. (PFX Group).
- Company typePrivate
- Founded1988
- HeadquartersRepentigny, Canada
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Auto-Chem does
Auto-Chem is a Canadian specialty chemical manufacturer of professional and consumer cleaning, polishing, and protection products for vehicle, marine, aircraft, and commercial trucking surfaces. Founded in 1988 by Claude, Denise, and Jean Dagenais and headquartered in Montréal with manufacturing operations in Repentigny, Quebec, the company built a portfolio of over 100 products organized across exterior care, interior care, specialty, accessory, and dedicated vertical lines marketed under the Auto-Chem, Aquapro (marine), Norstar (aviation), and Truck Connexions (commercial trucking) sub-brands. Core product technology centers on proprietary chemical formulations developed by an in-house R&D laboratory operating for 35+ years, including advanced graphene ceramic coatings, hybrid ceramic waxes, low-VOC polishing compounds for dark paints, and water-based peelable booth coatings with no VOCs. Over $1 million has been invested in R&D over the last ten years, with products offered in packaging formats ranging from 50ml to 1000L.
The company operates a consultative, channel-led go-to-market model. Sales are driven by a network of independent sales representatives managed through the Caruk Agency, which covers Western Canada, Ontario, Quebec, the Maritimes, and the US Pacific Northwest. Technical sales specialists provide product selection advice for specific cleaning challenges, and the company offers private label manufacturing services for clients seeking custom formulations or existing formulations repackaged under client brands. Direct e-commerce was operated but has been deactivated indefinitely as part of the company's 2025 integration into Recochem Inc., a PFX Group company; customer orders and service are now routed through Recochem Customer Experience. Primary customer segments include professional auto detailers and body shops, automotive dealerships, marine service providers, commercial truck fleet operators, aviation maintenance operations, and individual DIY consumers. Pricing is unit-based, ranging from approximately $10 for basic cleaners to $550 for specialty accessories, with products sold across both one-time purchase and private-label professional service engagements.
Auto-Chem firmographics
Firmographics- Name
- Auto-Chem
- Legal name
- Auto-Chem Inc.
- Website
- https://autochem.com
- Company type
- Private
- Founded year
- 1988
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Auto-Chem is a Canadian manufacturer of professional and consumer cleaning, polishing, and protection products for automotive, marine, aircraft, and commercial trucking surfaces, serving detailers, dealerships, fleet operators, and DIY consumers across Canada and the US. In 2025 it merged into Recochem Inc. (PFX Group).
- Ownership category
- akta.pro rank
Auto-Chem industry classification
Industry- Product category
- Automotive Cleaning & Detailing Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Other Chemical Product and Preparation Manufacturing (3259), Chemical and Allied Products Merchant Wholesalers (4246), Other Chemical and Allied Products Merchant Wholesalers (42469)
- SIC
- Chemicals & Allied Products (2800), Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Chemicals & Allied Products (5160)
- akta.pro primary industry
- Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK)
- akta.pro secondary industries
- Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution (CRAOAGAM), Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL)
Keywords
Where Auto-Chem is headquartered
LocationHeadquarters
- HQ city
- Repentigny
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Auto-Chem business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Cleaning and detailing products: Sale of professional-grade automotive, boat, truck, and aircraft cleaning and detailing products. Products sold in various formats from 50ml to 1000L. Revenue generated through direct sales and dealer network.
- Private label manufacturing: Custom formulation and manufacturing services for private brand clients. Auto-Chem develops products according to client specifications or uses existing formulations under client brands. Services include packaging in various container sizes from 50ml to 1000L.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Exterior cleaning products - various sizes and formulations |
| Unit Pricing | Pay-as-you-go | Interior care products |
| Unit Pricing | Pay-as-you-go | Specialty products and accessories |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Auto-Chem product offering
Product offeringCore offering
Auto-Chem formulates, manufactures, and distributes professional-grade cleaning, polishing, protection, and detailing chemical products for automotive, marine, truck, and aircraft surfaces, with containers sized from 50 ml to 1000 L. The company also provides private label custom-formulation and contract manufacturing services that allow clients to launch chemical products under their own brands using Auto-Chem's R&D laboratory and Repentigny manufacturing facility. Products are sold directly to professional detailers, body shops, dealerships, fleet operators, and aviation maintenance operators through a network of manufacturer sales representatives, with a dedicated sub-brand portfolio including Aquapro (marine), Truck Connexions (trucks), and Norstar (aircraft).
Product overview
Auto-Chem is a Canadian manufacturer of professional automotive, boat, and aircraft cleaning and detailing products. The company offers a comprehensive portfolio organized into multiple product lines: exterior products (polishes, waxes, ceramic coatings, cleaners for paint, wheels, chrome, glass, and convertible tops), interior products (cleaners and protectants for leather, fabric, carpet, dashboard, and odors), specialty products (rustproofing, leather paint, mechanic shop and bodyshop supplies, steam cleaners), and tool accessories (polishing pads, applicators, brushes, microfiber cloths, chamois, and polishing machines). The company also provides dedicated product lines for boats (Aquapro brand) and trucks (Truck Connexions brand), as well as private label manufacturing services. Auto-Chem operates as a manufacturer offering both retail-ready formulations and custom private brand development for clients.
Differentiator
Problem solved
Functional benefit
Brands
- Aquapro: Specialized brand for boat cleaning and protection products
- Norstar
- Truck Connexions
Products and services
- Banana Wax (Hybrid Ceramic Wax) Hybrid ceramic wax providing durable protection and shine for vehicle paint finishes; targeted at professional detailers and enthusiasts.
- Black Wax (Finishing Wax for Dark Paint) Black finishing wax designed for dark-colored vehicles to enhance shine and protection without leaving white residue.
- Black Polish (Finishing Cut Compound for Dark Paint) Friction-free finishing compound specifically developed for dark paint, eliminating swirl marks, holograms, and 1900-grit sanding scratches without causing burn-through or whitening.
- Black Compound (Extra Cut Compound for Dark Paint) High-technology polishing compound for dark paint that eliminates 1200-grit sanding marks, holograms, swirl marks, and sanding scratches with rapid, efficient results.
- Snow Foam (Super Foam Car Wash) Super foam car wash providing high-lubricity cleaning for vehicle exteriors.
- Citrus Max (All-Purpose Citrus Cleaner) Citrus-based all-purpose cleaner for general vehicle cleaning applications.
- Graphene Ceramic Coating Advanced ceramic coating treatment utilizing graphene technology for enhanced durability and protection of vehicle paint.
- Free Shine (Silicone-Free Dressing) Silicone-free dressing and renovator for interior and exterior plastic and rubber surfaces.
- HDO Terry Pads (Dual Action) Robust orbital pads (HDO) specifically designed for long-lasting polishing with a durable dual-layer foam D/A cushion offering aggressive cutting or finishing performance.
- HDO Foam Pads Dual-action orbital foam pads designed for extended polishing sessions with durable foam construction.
- Foam Wool Pads Purple foam wool pads that encapsulate lamb's wool fibers with microscopic polym foam particles, aggressively removing 1500-grit scratches while leaving a polished finish without hazing.
- Jam Rim Cleaner (Neutral pH Wheel Cleaner) Neutral pH wheel and rim cleaner effective against brake dust and iron particles.
- Booth Coating (Peelable Mask for Paint Booths) Water-based peelable coating for paint booths that can be applied by spray, roller, or brush and peeled off when needed without damaging treated surfaces. Contains no VOCs.
- 21mm Dual Action Polisher Dual-action polisher with 21mm orbit for polishing vehicle paint and surfaces with reduced heat and swirl risk.
- Vinyl Fab (Vinyl, Fabric & Leather Cleaner) Cleaner for fabric, vinyl, and leather surfaces used for interior vehicle cleaning.
- Leather Care (Treatment Cream) Treatment cream for leather and vinyl that enriches and softens interior leather surfaces.
- Ultra Brite (Concentrated Car Wash Soap) Concentrated car wash soap with neutral pH (7) that gently cleans without removing wax protection.
- HD Clean (Water-Based Degreaser) Water-based degreaser and cleaner effective for engine cleaning and heavy-duty applications.
- Bug Off (Insect & Droppings Remover) Insect and bird droppings remover for vehicle exteriors.
- Eco Wash (Waterless Wash) Waterless wash solution that allows vehicle cleaning without water while preventing scratches.
- Carnauba Wax Carnauba-based wax providing paint protection and shine.
- HSF Polishing Compounds (HSF 0, 1, 2, 3) Series of superior finishing polishes (HSF 0, 1, 2, 3) for quick, medium, and fine finishing work on vehicle paint.
- TRIM Care (Plastic & Molding Restorer) Restorer for plastic and molding on both interior and exterior vehicle surfaces.
- Odour Exit (Odor Destroyer) Odor destroyer that eliminates persistent bad odors from vehicle interiors including roofs, fabric seats, and carpets.
- Salt Buster (Salt Stain Remover) Salt stain remover for vehicle carpets and interiors, particularly useful in winter conditions.
- Fabric Guard (Fabric Protector) Fabric protector that waterproofs fibers and helps resist stains on fabric seats and carpets.
- Rustproofing Products Rustproofing treatments for vehicle protection against corrosion.
- AC 80 (Truck Concentrated All-Purpose Cleaner) Concentrated all-purpose cleaner designed for truck fleet cleaning applications under the Truck Connexions brand.
- Truck ALU (Acid Aluminum Cleaner) Acid cleaner for polished aluminum surfaces on trucks without scrubbing required.
- Boat Care Products (Aquapro Line) Complete line of cleaning and protection products specifically formulated for boats and marine vessels, sold under the Aquapro sub-brand.
- Aircraft Care Products (Norstar Line) Cleaning and protection products designed for aircraft exteriors and interiors, sold under the Norstar sub-brand.
- Detailing Kit Complete automotive care kit containing essential products for professional detailing work.
- Private Label / Custom Formulation Manufacturing Custom formulation and contract manufacturing services for private brand clients; Auto-Chem develops products to client specifications or uses existing formulations under client brands, packaged in container sizes from 50 ml to 1000 L.
Companies that use Auto-Chem
Customer profileSegments6 records
Ideal customer profiles6 records
Auto-Chem technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Auto-Chem partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Recochem Inc. (PFX Group)coreAuto-Chem Inc. has fully merged into Recochem Inc. (a PFX Group company) as of summer 2025. This merger integrates Auto-Chem into the Recochem family, with customer service handled through Recochem Customer Experience at [email protected].
Scale indicators5 records
Recent moves1 record
Expansion highlights4 records
Auto-Chem competitors and assessment
Company assessmentDirect peers
- Meguiar's: Meguiar's (a 3M brand) is a global leader in professional and consumer car care, offering polishes, waxes, ceramic coatings, and detailing chemicals that directly overlap Auto-Chem's core product portfolio across the same professional detailer and dealership customer base.
- Chemical Guys: Chemical Guys is a direct-to-consumer car care brand offering soaps, polishes, ceramic coatings, and detailing accessories. It competes with Auto-Chem in the same product categories and is a key digital-native threat to Auto-Chem's specialty position.
- Turtle Wax: Turtle Wax is a long-established car care brand offering washes, waxes, polishes, and ceramic spray coatings. It competes with Auto-Chem across consumer and prosumer retail channels for vehicle cleaning and protection products.
- SONAX: SONAX is a German manufacturer of premium car care products, including polishes, compounds, and ceramic coatings, with strong distribution in North America. It directly competes with Auto-Chem's professional polishing compound and ceramic coating lines.
- Griot's Garage: Griot's Garage specializes in enthusiast and professional car care products, including polishes, polisher pads, and detailing accessories. Its product mix and customer base (auto enthusiasts and detailers) closely mirror Auto-Chem's specialty positioning.
- Koch-Chemie: Koch-Chemie is a German specialty chemicals manufacturer producing professional detailing products including polishes, cleaners, and coatings. It is a direct peer in the professional detailing chemistry category, serving similar body shop and detailing customers.
- Menzerna: Menzerna is a German manufacturer of polishing compounds for automotive paints, directly comparable to Auto-Chem's HSF polishing compound series and Black Compound/Polish lines used by professional detailers and body shops.
- Adam's Polishes: Adam's Polishes is a US-based premium car care brand offering polishes, ceramic coatings, and detailing accessories, primarily through direct e-commerce. It competes with Auto-Chem in the enthusiast and prosumer detailing segment.
Emerging players
- CarPro: CarPro specializes in ceramic coatings and advanced surface protection products (e.g., CQuartz), with strong appeal among professional detailers. It overlaps with Auto-Chem's Graphene Ceramic Coating and ceramic treatment product lines.
Broad incumbents
- 3M Automotive Aftermarket: 3M's Automotive Aftermarket division sells a broad portfolio of body shop, refinishing, and detailing products, including Meguiar's. It competes with Auto-Chem's bodyshop and detailing categories as part of a much larger industrial and consumer portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Auto-Chem social profiles
Digital presenceAuto-Chem financial estimates
Financial estimateRevenue estimate
Valuation estimate
Auto-Chem leadership team
Management profileNumber of profiles
Auto-Chem funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Auto-Chem M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Auto-Chem
What does Auto-Chem do?
Auto-Chem formulates, manufactures, and distributes professional-grade cleaning, polishing, protection, and detailing chemical products for automotive, marine, truck, and aircraft surfaces, with containers sized from 50 ml to 1000 L. The company also provides private label custom-formulation and contract manufacturing services that allow clients to launch chemical products under their own brands using Auto-Chem's R&D laboratory and Repentigny manufacturing facility. Products are sold directly to professional detailers, body shops, dealerships, fleet operators, and aviation maintenance operators through a network of manufacturer sales representatives, with a dedicated sub-brand portfolio including Aquapro (marine), Truck Connexions (trucks), and Norstar (aircraft).
Is Auto-Chem a public or private company?
Auto-Chem is a private company. It is classified as corporate owned and is currently acquired.
When was Auto-Chem founded?
Auto-Chem was founded in 1988. It employs 11 to 50 people.
Where is Auto-Chem based?
Auto-Chem is headquartered in Repentigny, Canada, in the North America region.
How does Auto-Chem make money?
Two revenue lines are on record. Cleaning and detailing products are the primary driver. The others are private label manufacturing.
Who are Auto-Chem's main competitors?
Direct peers on record are Meguiar's, Chemical Guys, Turtle Wax, SONAX, Griot's Garage, Koch-Chemie, Menzerna and Adam's Polishes. CarPro is listed as an emerging player. 3M Automotive Aftermarket is listed as a broad incumbent.
Does Auto-Chem have an API?
No public API is recorded for Auto-Chem.
What industry is Auto-Chem in?
Auto-Chem's product category is Automotive Cleaning & Detailing Products. Its primary akta.pro industry code is IMACANAK, Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners), with a secondary code of CRAOAGAM, Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution. Its NAICS code is 32561 and its SIC code is 2800.