What Auson does

Auson AB is a Swedish family-owned specialty chemical manufacturer founded in 1928 in Gothenburg, now operating from a single factory in Kungsbacka. The company produces approximately 200 chemical products across four core categories: rust protection (Noxudol and Mercasol brands), sound damping (Noxudol 3100/3101 water-based masses), asphalt and roof care, and wood tar products (Tjärafärg.se consumer brand), plus thermal insulation (Noxudol X9). Its underlying technology centers on proprietary solvent-free and water-based chemical formulations developed over ~90 years in an in-house laboratory, with differentiators including Noxudol 700's 3-4x cavity penetration advantage and Noxudol 3101's weight reduction versus traditional asphalt mats.

The company operates a multi-channel go-to-market model: direct OEM supply to automotive manufacturers (50+ years of collaboration with Swedish car and bus OEMs), a global distributor network covering 25+ countries, private label/contract manufacturing for paint distributors and aftermarket brands, Swedish retail through Welin & Co, and direct-to-consumer e-commerce via tjarfarg.se for wood tar products. Customer segments span automotive OEM and aftermarket, shipbuilding/maritime, railway rolling stock, construction and roofing, infrastructure/government (e.g., Öresund Bridge), and consumer/DIY. Operationally, the company is run by the third and fourth generation of the Udesen family (Per Udesen as CEO and his son Jakob Udesen), holds ISO 9001 and ISO 14001 certifications, and is REACH compliant, with Lloyd's Register and Bureau Veritas type approvals enabling marine and railway applications. Revenue is not publicly disclosed.

Name

Auson

Legal name

Auson AB

Website

https://auson.se

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

11–50 employees

Short description

Auson is a Swedish family-owned specialty chemical manufacturer (founded 1928, Kungsbacka) producing ~200 products for rust protection, sound damping, roof care, and wood tar, serving automotive OEMs, railway, marine, infrastructure, and consumer markets across 25+ countries.

Ownership category

akta.pro rank

Product category

Industrial Chemical Coatings

SIC

Industrial Organic Chemicals (2860)

akta.pro primary industry

Textile, Leather & Paper Specialty Chemicals (IMAEABAM)

Keywords

• Rust protection coatings
• Sound damping materials
• Asphalt roof products
• Wood tar preservation
• Thermal insulation coatings

Headquarters

HQ city

Kungsbacka

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Chemical product manufacturing and sales: Auson manufactures and sells approximately 200 different chemical products including rust protection, sound damping, thermal insulation, and wood tar products. Products are sold through OEM supply, aftermarket distributors, and direct consumer channels. Manufacturing occurs at their factory in Kungsbacka, Sweden.
2. Private label/contract manufacturing: Auson offers private label filling (Private Brand) for customers including automotive aftermarket and paint distributors. Complete customer-specific products and packaging are offered. High manufacturing capacity and flexibility with own development department.
3. OEM supply to automotive manufacturers: 50 years of collaboration with automotive industry. Supplies rust protection products to multiple car and bus manufacturers worldwide. Products developed in close cooperation with customers in their own laboratory.

Go-to-market motion4 records

Distribution channels4 records

Marketing channels4 records

Core offering

Auson manufactures and sells approximately 200 chemical products across four main categories: rust protection (Noxudol and Mercasol brands), sound damping (water-borne polymer masses), asphalt and roof care (bitumen-based sealants), and wood tar/pine tar products. Products are supplied directly to automotive OEM manufacturers, railway builders, shipbuilders, and infrastructure operators, and are also distributed through a network of regional distributors, Swedish retail chains, and direct-to-consumer e-commerce for wood tar goods.

Product overview

Auson is a Swedish family-owned chemical company (founded 1928) manufacturing quality products for rust protection, sound damping, roof/construction care, and wood protection. The company operates from its factory in Kungsbacka near Gothenburg and produces approximately 200 different products exported worldwide. The core product portfolio is organized around four main product groups: Rust Protection (featuring the Noxudol and Mercasol sub-brands, including solvent-free products like NOXUDOL 700, NOXUDOL 300, cavity waxes, underbody coatings, and consumer car care products); Sound Damping (NOXUDOL 3100 and NOXUDOL 3101 water-borne polymer-based masses for structural noise elimination); Asphalt & Roof Care (including Kallasfalt, Takmassa, Takprimer, Tätningskitt, and asphalt solutions); and Wood Protection (featuring pine tar products under the Tjärfärg.se brand including Äkta Trätjära 850, Dalbränd Trätjära 733, IMPREX, linseed oils, and turpentine). The company also offers thermal insulation products (NOXUDOL X9) and private label/contract manufacturing services. Auson serves both OEM automotive industry customers (50+ years of collaboration) and aftermarket/consumers through distributors in 26+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• Noxudol: Well-known brand offering innovative rust protection products, including solvent-free series. Noxudol covers everything from thin ML-oils to underbody coatings, serving all interior and exterior rust protection needs.
• Mercasol

Products and services

• Noxudol 700 - Solvent-Free Cavity Wax Solvent-free cavity wax rust protection product for automotive, infrastructure, and industrial applications. Provides exceptional penetration in joints and cavities.
• Noxudol 300 - Solvent-Free Underbody Protection Solvent-free thixotropic underbody protection against road salt, stone chips, and moisture for vehicle undercarriage components.
• Noxudol 900 - Underbody Protection with Bitumen Versatile thixotropic underbody protection with bitumen, waxes, and rust inhibitors preventing corrosion while providing reliable stone chip protection.
• Noxudol 3100 - Water-Borne Sound Damping Mass Water-borne polymer-based sound damping mass for structural noise elimination in vehicles, trains, ships, and industrial applications.
• Noxudol 3101 - Fire-Safe Sound Damping Mass Water-borne sound damping mass for structural noise elimination with fire safety certifications (Lloyd's Register and Bureau Veritas) for marine and rail applications.
• Noxudol 1100 - Water-Borne Stone Chip Protection Water-borne stone chip protection mass based on polymer and fillers forming a firm and elastic film after drying. VOC = 0 g/l.
• Noxudol X9 - Water-Based Thermal Insulation Mass Water-based thermal insulation coating for application on metal and plastic surfaces, providing condensation protection for boat hulls, ventilation systems, and industrial installations.
• Mercasol 1 - Cavity Wax Rust Protection Thin solvent-borne rust protection based on wax, sulfonate, and oil. High-penetrating with good corrosion protection properties. Approved according to SS 18 65 11.
• Mercasol 3 & 3 AL - Wax/Bitumen Underbody Protection Thick wax/bitumen-based rust protection in black and bronze. Forms tough wear-resistant film with good corrosion protection and heat resistance.
• Mercasol 4 - Stone Chip Protection Solvent-based stone chip and wear-resistant product based on bitumen, waxes, and resin. Compatible with most car brands' rust protection systems.
• Mercasol 845 Series - Underbody Rust Protection Solvent-borne wear-resistant underbody rust protection based on bitumen, wax, and resin (variants 845, 845 AL aluminum-pigmented, 845 D quick-drying, 847 AL high-solids). Approved to SS 18 65 12 standard.
• Noxudol Action 4 - Universal Penetrating Oil Universal consumer oil that dissolves rust, drives out and prevents moisture, loosens stuck bolts, nuts, and screws. Also serves as starting aid and for thawing frozen locks.
• Noxudol Zink Spray - Zinc Coating Protection Rust protection spray providing electrochemically protective zinc coating similar to hot galvanizing. Contains more than 90 weight percent zinc in dry layer.
• Kallasfalt - Cold Asphalt Solution Easy-to-apply cold asphalt solution forming moisture and water-repellent surface. Used as moisture protection on house foundations and concrete surfaces above and below ground.
• Takmassa - Roof Coating Mass Fiber-reinforced and rubber-modified asphalt mass forming elastic and impenetrable surface highly resistant to all weather conditions. Used for coating felt, sheet metal, and concrete roofs.
• Klisterasfalt - Roof Felt Adhesive Used for bonding roof felt sheets on wooden roofs. Can also be used for sealing and repair work where flexible and elastic sealant is required.
• Takprimer - Asphalt Roof Primer Thin-flowing asphalt solution with moisture-driving additives. Penetrates deep into substrate, impregnates and seals. Used for priming old dried-out felt roofs.
• Tätningskitt - Roof Sealant Fiber-reinforced and rubber-modified asphalt sealant with adhesion on wet surfaces. Forms elastic and tight joint resistant to all weather conditions. Used for repairing small damage on felt roofs.
• Asfaltslagaren - Cold Asphalt Patch Tested cold bitumen solution for repairing holes and pits in asphalt, filling around wells, and evening out sharp edges.
• Äkta Trätjära 850 - Genuine Pine Tar Genuine pine tar made from resin-rich pine wood for traditional furnace burning. Suitable for modern wooden houses, timber houses, wooden roofs, piers, and outdoor wooden structures.
• Dalbränd Trätjära 733 - Traditional Pine Tar Fine golden-brown pine tar that becomes glaze-like over time. Used for demanding facade, shingle roof, and boat applications. Made by traditional craftsmanship.
• Imprex Trätjära 845 - Special Pine Tar Light special pine tar containing tall oil, pine pitch, and genuine pine tar. Provides naturally beautiful wood surface suitable for boats, shingle roofs, and wooden buildings.
• Balsamterpentin - Gum Turpentine Solvent Biologically degradable solvent used for thinning pine tar, linseed oil paints, and surface cleaning. Derived from natural sources.
• Rå Linolja - Raw Linseed Oil Raw linseed oil for surface protection of wood, paint manufacturing, and mixing with pine tar.
• Kokt Linolja - Boiled Linseed Oil Boiled linseed oil for surface protection of wood, paint manufacturing, and mixing with pine tar.
• Tjärofärg Consumer Brand - Wood Tar Paints and Oils Consumer-focused brand of pine tar products including tjärölja (tar oil) in various colors and tjärofärg (tar paint) for wood protection, sold directly to consumers via tjarfarg.se e-commerce.
• Private Label and Contract Manufacturing Service Private label filling and contract manufacturing services offering complete customer-specific chemical products and packaging. Includes own development department and high manufacturing capacity for automotive aftermarket and paint distributor customers in Sweden and internationally.
• Application Pumps and Spray Equipment Professional application equipment including Pump 3:1 and 26:1 for 208-liter drums, Pump Mobile 26:1/3:1 for 20-liter cans, Pressure Pot 5-liter, and spray guns with 1-liter containers for applying rust protection products.

Quantifiable outcome

• 16+ years of documented rust protection on Öresund Bridge bolts with no visible corrosion
• +4 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• Öresundsbron ConsortiumflagshipStrategic or Co-development Partner · 1 January 2005Auson provided Noxudol 700 rust protection treatment for the Öresund Bridge's 24,000 rail bolts and structural components. The partnership established the bridge as a living example of sustainable infrastructure protection with 16+ years of documented success. Treatment expanded to include anchor boxes, cable stays, bridge bearings, and concrete crack sealing applications.
• Welin & CocoreChannel Partner/ Reseller/ DistributorSwedish retail chain for building and paint products serving as the primary distributor for Auson's building and paint products in Sweden. Handles orders, support, and retail distribution for consumers and businesses.
• Petite-Foret (Train Manufacturer, France)coreStrategic or Co-development PartnerTrain manufacturer in northern France implemented Noxudol 3101 sound damping solution, achieving 120 kg weight reduction per train wagon. Represents successful application in railway industry requiring fire safety compliance.
• BG Innovations Ltd (UK)minorChannel Partner/ Reseller/ DistributorDistributor for Auson thermal insulation products in Great Britain. Located in West Midlands.
• Birka D.C. (France)minorChannel Partner/ Reseller/ DistributorFrench distributor for Auson products, located in Paris.
• OSMO Nordic AS (Norway)minorChannel Partner/ Reseller/ DistributorNorwegian distributor for Auson wood tar and related products. Located in Jessheim, Norway.

Scale indicators6 records

Recent moves14 records

Expansion highlights12 records

Broad incumbents

• 3M: Diversified industrial conglomerate with adhesives, coatings, and protective-chemicals product lines serving automotive, marine, and industrial customers. Competes with Auson across multiple categories from a much larger R&D and global distribution base.
• BASF: World's largest chemical company with coatings, automotive OEM materials, and construction-chemicals businesses that overlap with Auson's rust-protection, sound-damping, and roof-care categories at a vastly greater scale and geographic reach.
• Henkel: Global specialty chemicals incumbent with adhesives, sealants, and functional coatings divisions serving automotive OEM, industrial, and consumer markets. A larger, broadly-portfolioed alternative to Auson's focused Noxudol/Mercasol product set.

Direct peers

• Hempel: Danish global coatings manufacturer with substantial anti-corrosion, marine, and industrial protective-coatings businesses. Directly competes with Auson's rust-protection and sound-damping portfolios in shipbuilding, infrastructure, and industrial segments, with a much larger global footprint.
• Sika: Swiss specialty chemicals company active in sealants, adhesives, damping, and roofing systems that compete with Auson's sound-damping, asphalt/roof-care, and Mercasol/Noxudol sealants and underbody product lines, particularly in construction and transportation OEM.
• Cortec Corporation: Specialty chemical company producing VpCI/MCI vapor-phase corrosion inhibitors and rust-preventive coatings. Highly comparable to Auson in serving infrastructure, automotive, and industrial customers with proprietary anti-corrosion chemistries.
• Bostik: Specialty adhesives and sealants manufacturer (Arkema group) with industrial product lines in damping, bonding, and protective coatings that overlap with Auson's Noxudol underbody/sealant range and roof-care adhesives, especially for transportation OEM.
• Daubert Chemical (Tectyl): US-based manufacturer of Tectyl-brand rust preventive and underbody coatings, the most direct global competitor to Auson's Noxudol and Mercasol lines. Both companies serve automotive OEM, aftermarket, and industrial corrosion-protection customers with wax- and bitumen-based formulations.
• Jotun: Norwegian paints and coatings producer with leading marine and protective-coatings franchises that overlap with Auson's anti-corrosion and sound-damping offerings for shipbuilders, infrastructure owners, and industrial customers.

Others

• Würth: Global industrial distribution and direct-sales group carrying competing rust-protection, fastener-lubricant, and maintenance-chemical brands. Relevant as a channel competitor (and potential distribution partner) to Auson for aftermarket and professional end-users.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/ausontjarfarg

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Auson