AUSblue

What AUSblue does

AUSblue (legally DGL AUSblue Pty Ltd) is an Australian proprietary limited company headquartered in Wulkuraka, Queensland, founded in May 2010. It manufactures and distributes AdBlue — an aqueous urea solution (AUS 32 at 32.5% concentration) used in Selective Catalytic Reduction (SCR) systems on Euro 6 diesel vehicles — and complementary diesel exhaust fluid variants such as AUS 40 (Marine DEF). The company self-describes as Australia's oldest and largest VDA-licensed AdBlue manufacturer, producing under ISO 22241 and ISO 9001 quality systems with mandatory NATA-approved batch testing. Its product portfolio also includes Piusi-branded dispensing equipment, bulk storage tanks, and a line of fleet maintenance consumables (coolants, truck wash, degreasers, brake cleaners).

The company's customer base spans Government agencies, major fuel retailers, ASX-listed mining operations, national transport and logistics fleets, and a network of reseller partners, collectively covering 3000+ business locations across all Australian states and territories. Manufacturing and distribution presence extends to Adelaide, Brisbane, Darwin, Hobart, Melbourne, Perth, Sydney, and Townsville. Products are offered in multiple pack sizes (10L to bulk tanker delivery) under a quote-based, sales-led commercial model, with credit terms available to verified business customers.

Revenue is generated through hardware sales of AdBlue product, complementary equipment, and ancillary freight/delivery services. The go-to-market combines direct enterprise field sales with a reseller partner program. The company is associated with the DGL Group and has grown organically since founding without disclosed external funding rounds, acquisitions, or public listing.

Name

AUSblue

Legal name

DGL AUSblue Pty Ltd

Website

https://ausblue.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

AUSblue manufactures and distributes AdBlue (AUS 32 aqueous urea solution) and complementary diesel exhaust fluids, storage tanks, and Piusi dispensing equipment to Government agencies, fuel retailers, mining operators, transport fleets, and resellers across Australia.

Ownership category

akta.pro rank

Product category

Diesel Exhaust Fluid (AdBlue) Manufacturing

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL)

Keywords

• Diesel exhaust fluid
• AdBlue manufacturing
• Aqueous urea solution
• SCR emissions control
• Marine DEF supply

Headquarters

HQ city

Wulkuraka

HQ country

Australia

HQ region

Oceania

Offices10 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. AdBlue Product Sales: Sale of AdBlue Altra Pure in various packaging formats including bulk tanker deliveries, 1000L IBC, 210L drums, 15L and 10L containers. Revenue generated from direct sales to enterprise customers and through reseller channels.
2. AdBlue Equipment & Tanks: Sale of complementary AdBlue equipment including Piusi pumps, hoses, nozzles, bowsers, and storage tanks. Includes automotive products such as truck wash, brake cleaner, coolant, and degreaser.
3. Freight & Delivery Services: Delivery services to metro and regional locations across Australia. Freight charges apply for Regional & Remote Locations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

AUSblue manufactures and supplies AdBlue Altra Pure, a high-purity aqueous urea solution (AUS 32, 32.5%) compliant with ISO 22241 and ISO 9001, used in Selective Catalytic Reduction (SCR) diesel vehicles to reduce nitrogen oxide emissions. The company also produces an AUS 40 marine DEF variant, and offers complementary Piusi-branded AdBlue storage tanks, dispensing equipment (pumps, hoses, nozzles, bowsers), and bulk automotive chemicals. Products are packaged from 10L containers up to bulk tanker delivery for government, mining, transport and fuel retail fleets across Australia.

Product overview

AUSblue (DGL AUSblue Pty Ltd) is Australia's oldest and largest VDA licensed AdBlue manufacturer and supplier, offering a portfolio of products centered on AdBlue Altra Pure for Selective Catalytic Reduction (SCR) diesel vehicles. The product range includes: (1) AdBlue Altra Pure - the core aqueous urea solution (AUS 32, 32.5%) and AUS 40 variant (40%) meeting ISO 22241 standards; (2) AdBlue Altra Tanks - storage solutions in various makes and models; (3) AdBlue Altra Equipment - Piusi-branded dispensing equipment including pumps, hoses, nozzles, and bowsers; and (4) Altra Automotive Products - complementary automotive chemicals (coolants, truck wash, degreasers, brake cleaners, tyre shine, windscreen cleaners). Products are available in packaged form (10L to 1000L IBC) or bulk tanker delivery, serving Government agencies, mining companies, transport operators, and national resellers across metro and regional Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• AdBlue Altra Pure A quality aqueous urea solution (AUS 32, 32.5% concentration) manufactured using technical SCR automotive grade urea to ISO 22241 and ISO 9001 standards, for use in AdBlue-equipped Selective Catalytic Reduction (SCR) diesel vehicles to reduce harmful nitrogen oxide (NOx) emissions. Sold to government agencies, mining companies, transport fleets, fuel retailers and resellers in Australia.
• AUS 40 Marine DEF / SCR 40 Aqueous Urea Solution A 40% aqueous urea solution variant for marine Selective Catalytic Reduction (SCR) systems and other higher-concentration DEF applications.
• AdBlue Altra Tanks
• AdBlue Altra Equipment (Piusi)
• Altra Automotive Products
• AdBlue Packaged (Multiple Container Sizes)

Quantifiable outcome

• Serving 3000+ business locations across Australia
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• PiusicoreChannel Partner/ Reseller/ DistributorAUSblue is an authorised Piusi dealer offering quality complementary AdBlue equipment including pumps, hoses, nozzles, and bowsers. As an authorised dealer, AUSblue distributes Piusi products alongside their AdBlue offerings to provide complete dispensing solutions.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Others

• Piusi: Piusi is the Italian manufacturer of AdBlue dispensing equipment (pumps, nozzles, hoses, bowsers) and an existing channel partner of AUSblue. It is an adjacent, enabling supplier rather than a direct AdBlue competitor, but is highly relevant to AUSblue's bundled product strategy.
• DGL Group: DGL Group is the parent of DGL AUSblue and a chemical distribution group in Australia and New Zealand. It is a thematically related entity and the immediate corporate parent, providing group-level context for ownership, capital, and strategic direction.

Direct peers

• Yara International: Yara is a major global producer of Air1 AdBlue/DEF, leveraging its position as one of the world's largest urea producers. It is a direct competitor to AUSblue in the DEF/AdBlue category and shares the same VDA licensing, ISO 22241 compliance, and fleet/transport customer base.
• BASF: BASF is the original VDA-licensed AdBlue producer and global market leader under the AdBlue brand. It is the most direct global peer, competing on the same product specification, regulatory standard, and customer segment (fleet operators and OEMs) as AUSblue.
• Old World Industries (Peak DEF): Old World Industries markets Peak DEF, a major North American DEF brand, supplying truck stops, retailers, and fleets. It is a direct peer in the DEF/AdBlue category with similar ISO 22241 product positioning and a comparable distribution-led business model.
• CF Industries: CF Industries is a leading North American producer of Diesel Exhaust Fluid (DEF), using its nitrogen production base to supply DEF to fleets, retailers, and truck stops. It is a direct global peer in the DEF/AdBlue category with similar VDA/ISO 22241 product positioning.
• GreenChem Holding: GreenChem is a European-based AdBlue/DEF manufacturer and distributor, VDA-licensed, serving automotive, transport, and industrial customers. It is a direct peer in the same AdBlue/DEF manufacturing category with overlapping customer profiles (fleets, fuel retailers, OEMs).

Broad incumbents

• Shell (Shell AdBlue): Shell markets AdBlue at its fuel retail and B2B network globally as part of a broader downstream and lubricants portfolio. It is a broad incumbent in the same end-use category (fleet diesel compliance) but does not specialize in DEF manufacturing the way AUSblue does.
• TotalEnergies: TotalEnergies supplies AdBlue/DEF through its fuel retail and lubricants business as part of a broader downstream and specialty chemicals portfolio. It competes with AUSblue for fleet and fuel retailer contracts but AdBlue is one of many product lines rather than its core focus.
• Brenntag: Brenntag is a global chemical distribution leader that distributes DEF/AdBlue alongside a much broader specialty chemicals portfolio. It is a broad incumbent that touches AUSblue's market through distribution rather than as a dedicated AdBlue manufacturer, but competes for fleet and reseller supply contracts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/ausblue

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 AUSblue