Autofiber
Autofiber (Super Detail, Inc.) is a privately-held San Diego-based manufacturer and retailer of premium microfiber car care and detailing products, serving professional detailers, DIY enthusiasts, distributors, and commercial clients via direct e-commerce and a B2B wholesale portal.
- Company typePrivate
- Founded-
- HeadquartersSan Diego, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Autofiber does
Autofiber (legal entity Super Detail, Inc.) is a privately-held manufacturer and direct-to-consumer retailer of premium microfiber car care and detailing products, headquartered in San Diego, California (7880 Airway Road, Suite B-10). The company designs, sources, and sells specialized microfiber towels, applicators, wash mitts, brushes, and related detailing tools, with proprietary textile engineering focused on weave construction (twist pile, plush, waffle, hybrid), GSM optimization, and material blends (e.g., Korean 70/30 polyester/polyamide). Its flagship innovation is the patent-pending Saver Applicator Barrier Layer Technology, which integrates a plastic liner between microfiber and foam core to prevent product soak-through — deployed across Saver Applicator, Saver Sheet, Saver Mitt, and Tire Saver product lines.
The company operates a dual-channel go-to-market model: direct-to-consumer e-commerce via autofiber.com (free shipping on orders $100+) and a B2B wholesale portal at autofiberpro.com serving professional detailers and distributors with tiered pricing and early product access. Pricing is unit-based pay-as-you-go across consumer ($8.95–$50+), professional wholesale, distributor deep wholesale (with permitted resale rights, no minimum orders), and custom print bundles ($32–$75 via dye-sublimation with 4–10 day lead times). Customer segments span professional auto detailers (primary), automotive DIY enthusiasts, wholesale distributors/resellers, and commercial B2B clients seeking branded promotional towels.
Revenue mechanics derive from diversified streams: DTC unit sales, PRO wholesale accounts, distributor tier resale, and custom print services. The product catalog is organized both by product type (towels, applicators, mitts, tools) and by use case (exterior, interior, paintwork, wash & dry, PPF/tint), and is supplemented by an ecosystem of partner brands (Oberk, Micro-Restore, Koch-Chemie, Grit Guard, Detail Guardz, Colourlock, Solution Finish, The Last Detail, P&S Detail Products, KxK Dynamics, IK Sprayers, LC Power Tools/UDOS, Detailer's Helper) distributed through Autofiber's storefronts. Marketing is content-driven via the Autofiber News blog and Microfiber University educational hub, supported by an affiliate program, customer reviews (1,013+ reviews, 4.9/5 stars), and podcast collaborations (Auto Detailing Podcast/Jimbo).
Autofiber firmographics
Firmographics- Name
- Autofiber
- Legal name
- Super Detail, Inc.
- Website
- https://autofiber.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Autofiber (Super Detail, Inc.) is a privately-held San Diego-based manufacturer and retailer of premium microfiber car care and detailing products, serving professional detailers, DIY enthusiasts, distributors, and commercial clients via direct e-commerce and a B2B wholesale portal.
- Ownership category
- akta.pro rank
Autofiber industry classification
Industry- Product category
- Automotive Detailing Products
- akta.pro primary industry
- Microfiber Cloths, Wipes & Cleaning Towels (Reusable) (CRAJAIAD)
- akta.pro secondary industry
- Cleaning Tool Handles, Refills & Replacement Heads (CRAJAIAH)
Keywords
Where Autofiber is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Autofiber business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales of microfiber car care products through autofiber.com, including individual items, bundled kits, and full case bulk quantities.
- Wholesale/Professional Accounts: B2B wholesale pricing through Autofiber PRO program for professional detailers and distributors, offering exclusive pricing tiers, early product access, and priority support.
- Custom Print Services: Custom printed microfiber towel bundles using dye-sublimation process for business branding, with 4-10 day production lead time and artwork proofs before completion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Consumer Pricing |
| Unit Pricing | Pay-as-you-go | Professional Account (Wholesale Pricing) |
| Unit Pricing | Pay-as-you-go | Distributor Account (Deep Wholesale Pricing) |
| Unit Pricing | Pay-as-you-go | Custom Print Bundles |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Autofiber product offering
Product offeringCore offering
Autofiber designs, manufactures, and sells premium microfiber towels, applicators, wash mitts, sponges, and detailing tools for automotive care, organized into proprietary lines such as Dreadnought, Amphibian, Korean Plush, Saver Applicator, and Scrub Ninja. The company sells directly to consumers through autofiber.com and to professional detailers and distributors via the Autofiber PRO wholesale portal at autofiberpro.com, and also offers custom dye-sublimation logo printing on microfiber products.
Product overview
Autofiber is a manufacturer and retailer of premium microfiber car care and detailing products. The product portfolio is organized around core microfiber towel and applicator lines (Dreadnought, Amphibian, Korean Plush, Mr. Everything, Utility 70.30) and specialized cleaning tools (Mitt on a Stick PRO+, Scrub Ninja Max, Barrel Blade, SKORP brushes). The company also offers a full range of applicators (Saver Applicator with patented barrier layer technology, Finger Applicators, Block Sponges), washing accessories (Wash Monster, Dragon mitts, Zero Cuff), glass cleaning products (No Streak Freak, GPT, Holey Clay Towel, Carbon Glass Towel), and organizational accessories (Sort & Store bags, Swag Sack). Services include custom logo printing via dye-sublimation and a wholesale PRO account program for professional detailers. Autofiber carries partner brand chemicals from Oberk, Colourlock, Koch-Chemie, Solution Finish, and The Last Detail, as well as wash equipment from Grit Guard and Detail Guardz.
Differentiator
Problem solved
Functional benefit
Products and services
- Mitt on a Stick PRO+ Multi-tool premium car wash mop, brush, pole, and mitt designed for cleaning large and tall vehicles with extended reach capabilities.
- Scrub Ninja Max Interior scrubbing sponge and mitt with nylon scrub brush material on both sides for cleaning leather, plastic, vinyl, and upholstery.
- Dreadnought Drying Towels Long pile twist microfiber drying towels with double-layer construction, interior sewn edges, and center stitching, available in multiple sizes.
- Amphibian Drying Towels Hybrid drying towels combining half twist pile (Dreadnought) and half plush pile (Motherfluffer), engineered for rinseless wash methods.
- Korean Plush Microfiber Towels Premium South Korean-made microfiber detailing towels available in 350, 470, and 550 gsm weights with plush texture and 70/30 polyester/polyamide blend.
- Saver Applicator Microfiber coating applicator sponges with patent-pending plastic barrier layer technology that prevents coating product from soaking through to the foam core.
- Barrel Blade Wheel Brush Wheel brush with plush microfiber cover designed for cleaning between spokes, into wheel barrels, and hard-to-reach wheel areas.
- Mr. Everything Paintwork Towels Premium paintwork and coating leveling towels designed for specific detailing tasks and compound removal.
- No Streak Freak Glass Towel Microfiber waffle-weave glass towels with MicroEdge technology for streak-free cleaning on windows and mirrors.
- Zero Cuff Wash Mitt Microfiber noodle wash mitt with non-scratch chenille weave and no exposed tag, safe for all vehicle surfaces.
- SKORP Detailing Brush Collection Professional detailing brushes including Multi Brush for interior panels, Wheel Brush for wheel faces, and Scrub Brush for tires and carpets.
- Detail Stix Precision Detailing Tools Precision detailing tools for tight spaces combining microfiber and Scrub Ninja materials for reaching confined areas.
- GPT Glass Perfect Towel High-performance 900 gsm glass cleaning towel engineered for flawless streak-free clarity on windows and mirrors.
- Five Finger Detailing Mitt Five-finger detailing glove made with Dreadnought MAX twist microfiber material and extra internal microfiber layer for thorough interior cleaning.
- Holey Clay Towel Perforated decontamination towel with flow-through holes to flush debris, featuring a thin compact design that conforms to contours.
- Carbon Glass Towel Microfiber window and mirror towel designed to leave no streaks, fibers, or smears on glass surfaces.
- Utility 70.30 Multi-Task Towels Premium edgeless multi-task detailing towels made with 70% polyester, 30% polyamide, 100% split microfiber.
- Double Flip Rinseless Wash Towel Rinseless car wash microfiber towel with four distinct cleaning sides, designed to be flipped and turned inside out during use.
- Wash Monster Car Wash Pad Car wash pad made from extra long pile microfiber material, 10" x 8" size for firm placement between hands.
- Dragon Car Wash Pad Hybrid car wash sponge mitt pad that works as a mitt or pad/sponge, made from Korean-sourced Dragon Mitt material.
- Quadrant Wipe Coating Towel Microfiber coating leveling towel designed for removing high/low spots and residual product during ceramic coating application.
- Tire Saver Dressing Applicator Dressing applicator with patented barrier layer technology for applying tire and trim dressing evenly while reducing product waste.
- Sort & Store Bucket Bag Microfiber towel organizing bags for separating and organizing towels by task, designed to fit in 5-gallon buckets.
- Flat Out Microfiber Wash Pad Microfiber wash pad co-developed with Shine Supply for quick and safe vehicle washing.
- Custom Print Program Custom dye-sublimation printing service for adding business or brand logos to microfiber towels and bags, with 4-10 day production lead time and artwork proofs.
- Autofiber PRO Wholesale Program Wholesale pricing program for detailing professionals and distributors, offering exclusive wholesale pricing, early access to new product launches, and priority support through a separate autofiberpro.com portal.
Quantifiable outcome
- 4.9 star average rating from 1013 verified customer reviews
Companies that use Autofiber
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Autofiber technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Autofiber partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor and core.
- Detail GuardzminorPartner brand carried on Autofiber.com. Products include Dirt Lock bucket filters, Scrub Wall attachments, and related wash bucket accessories that complement Autofiber's microfiber and wash tool offerings.
- Grit GuardminorPartner brand distributed through Autofiber. Products include wash bucket inserts, washboard agitators, and bucket dollies that integrate with Autofiber's wash system and towel organization products.
- Oberk (Supreme Car Care)coreKey partner brand for car care chemicals. Products include Glass Cleaner, Rinseless Wash, Defense Gel (Si02 sealant), Slick Shoes dressing concentrate, Tire Cleaner, All Purpose Soap, and 2-in-1 Wheel Cleaner & Iron Remover. Oberk products featured prominently in new additions and are frequently featured in product bundles.
- P&S Detail ProductsminorPartner brand for professional detailing chemicals distributed through Autofiber, including Release Vacuum Aid for interior cleaning applications.
- Solution FinishminorPartner brand for trim restoration products. Products include Black Trim Restorer and Fusion Gray Trim Restorer in various sizes, plus Over the Top Plastic Sealer.
- The Last DetailminorPartner brand for compounding and polishing chemicals. Products include The Last Cut Compounding Glaze and The Last Cut+ Polishing Compound in various sizes from pint to gallon.
- Koch-ChemieminorPartner brand for professional-grade German car care chemicals. Products include Green Star cleaner, Pol Star leather/fabric cleaner, Magic Wheel Cleaner, Gummifix rubber care, Motorplast engine cleaner, Top Star interior plastic care, Glass Cleaner, Alkali Wheel Cleaner, Protector Wax, and Eulex adhesive remover.
- IK Sprayers | GoizperminorPartner brand for professional spray equipment distributed through Autofiber to complement chemical product offerings.
- KxK DynamicsminorPartner brand for automotive detailing tools and accessories distributed through Autofiber.
- Detailer's HelperminorPartner brand for detailing shop accessories including belts and organization tools that complement Autofiber's product ecosystem.
- Micro-RestorecorePartner brand for microfiber-specific laundry detergent. Micro-Restore The Original Microfiber Laundry Detergent is optimized for cleaning and maintaining microfiber towels and is sold in quart and gallon sizes with bulk case options.
- ColourlockminorPartner brand for leather care products distributed through Autofiber. Products include Smooth Leather Care Kit, Leather Steering Wheel Kit ND, Clean and Care Set for Artificial Leather, and Complete Leather Repair Kit.
- Shine SupplyminorCollaborative partnership for Flat Out Microfiber Wash Pad 4-pack. Co-branded product developed jointly by Autofiber and Shine Supply.
- Auto Detailing Podcast / JimbominorMarketing partnership with Auto Detailing Podcast host Jimbo who curated the 'Jimbo Sack' product bundle (Jimbo Kit 2.0), a selection of Autofiber products featuring custom branded Sort & Store Bucket Bag.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Autofiber competitors and assessment
Company assessmentDirect peers
- Griot's Garage: Griot's Garage sells premium car care products including microfiber towels, applicators, wash tools, and brushes to enthusiasts and professionals through D2C channels, with comparable attention to tool engineering and product-quality positioning.
- Microfiber Madness: Microfiber Madness is a specialty microfiber brand focused on premium drying towels, wash mitts, and coating applicators for high-end detailing, with similar Korean-sourced quality positioning and competing directly in Autofiber's Dreadnought and Korean Plush categories.
- Adam's Polishes: Adam's Polishes offers a comparable dual-segment (enthusiast + professional) car care product line including microfiber towels, applicators, wash mitts, and detailing accessories, distributed through D2C and B2B channels with strong content/community marketing similar to Autofiber's approach.
- Chemical Guys: Chemical Guys is a leading direct-to-consumer car care brand selling microfiber towels, applicators, wash mitts, and detailing chemicals alongside each other, with a similar hybrid D2C-plus-wholesale model and educational content marketing strategy targeting both enthusiasts and professional detailers.
- The Rag Company: The Rag Company is a direct competitor specializing in premium microfiber towels, drying towels, applicators, and wash mitts for automotive and detailing use, with a comparable specialty focus on weave construction (twist pile, plush, waffle) and similar Korean-sourced premium lines — closely mirroring Autofiber's core offering.
Broad incumbents
- Sonax: Sonax is a German car care brand selling detailing chemicals, microfiber towels, and applicators to both enthusiasts and professionals globally, with a broader product portfolio than Autofiber but overlapping microfiber accessory offerings.
- Meguiar's: Meguiar's is a long-established broad-line car care incumbent offering microfiber towels and applicators as part of a wider portfolio of polishes, waxes, cleaners, and tools, serving the same detailing customer base with greater brand recognition but less specialty focus than Autofiber.
- Turtle Wax: Turtle Wax is a mass-market incumbent in consumer car care offering microfiber products and applicators within a broad cleaning-and-wax portfolio, competing on price and shelf availability rather than specialty engineering.
Emerging players
- P&S Detail Products: P&S Detail Products is a partner brand of Autofiber that develops professional detailing chemicals and tools including microfiber accessories, with a comparable professional-detailer customer base and overlapping product categories that could compete or expand into Autofiber's towel/applicator lines.
Regional players
- Koch-Chemie: Koch-Chemie is a German professional car care chemical manufacturer distributed through Autofiber and other channels, with a primary European footprint and overlapping customer base among professional detailers using microfiber accessories alongside Koch-Chemie chemicals.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Autofiber social profiles
Digital presenceAutofiber financial estimates
Financial estimateRevenue estimate
Valuation estimate
Autofiber leadership team
Management profileNumber of profiles
Autofiber funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Autofiber 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 Autofiber
What does Autofiber do?
Autofiber designs, manufactures, and sells premium microfiber towels, applicators, wash mitts, sponges, and detailing tools for automotive care, organized into proprietary lines such as Dreadnought, Amphibian, Korean Plush, Saver Applicator, and Scrub Ninja. The company sells directly to consumers through autofiber.com and to professional detailers and distributors via the Autofiber PRO wholesale portal at autofiberpro.com, and also offers custom dye-sublimation logo printing on microfiber products.
When was Autofiber founded?
Autofiber was founded in -1. It employs 11 to 50 people.
Where is Autofiber based?
Autofiber is headquartered in San Diego, United States, in the North America region.
How does Autofiber make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/Professional Accounts and custom Print Services.
Who are Autofiber's main competitors?
Direct peers on record are Griot's Garage, Microfiber Madness, Adam's Polishes, Chemical Guys and The Rag Company. Broad incumbents are Sonax, Meguiar's and Turtle Wax. P&S Detail Products is listed as an emerging player. Koch-Chemie is listed as a regional player.
Does Autofiber have an API?
No public API is recorded for Autofiber.
What industry is Autofiber in?
Autofiber's product category is Automotive Detailing Products. Its primary akta.pro industry code is CRAJAIAD, Microfiber Cloths, Wipes & Cleaning Towels (Reusable), with a secondary code of CRAJAIAH, Cleaning Tool Handles, Refills & Replacement Heads.