Ultimar

What Ultimar does

Ultimar Inc, founded in 2016 and headquartered at 11011 Vulcan Street, South Gate, California, manufactures and distributes surface protection products and chemical coatings for vehicles and residential surfaces. The company is the youngest member of the Granitize Family of Products, a diversified conglomerate with operating roots dating to 1930 under three generations of Raymondo family ownership. Its portfolio is organized around eight industry-specific "Label" brands — Auto Label, Coach Label (RV), Home Label, Cycle Label, Sea Label (marine), Aero Label (aviation), Sport Label (off-road/motorsport), and Snow Label — each offering exterior paint, interior upholstery, windshield, and headlight protection formulas, plus the Bac-Shield EPA-registered antimicrobial interior product and a line of maintenance cleaners (leather conditioner, wash wax, enzymatic cleaner, glass polish, wood and countertop cleaners).

The core technology is a one-time-apply chemical surface protection system backed by warranty contracts underwritten through reinsurance partners Portfolio Reinsurance and NAE/NWAN (A+ rated carrier). Ultimar generates revenue through three streams: (1) dealer-sold warranty protection programs at $395–$495 for 3-year terms, administered through a multi-tier channel of independent agents selling to certified dealers who apply product and attach warranties at point-of-sale; (2) wholesale chemical products sold to agents and dealers for application and resale; and (3) direct-to-consumer maintenance products via an e-commerce storefront at ultimarinc.com. F&I program economics cited include $200+ additional profit per vehicle and 45%–70% customer acceptance rates on preloaded appearance protection programs.

The company targets automotive dealerships as its primary segment, with secondary verticals in RV/motorcycle/powersports, marine, aviation, and residential homeowners. GTM combines enterprise field sales (led by VP of National Sales Larry Wenger across U.S. regions) with agent/dealer channel partnerships and trade-show presence (NADA Show, Agent Summit, RVDA). The Granitize parent provides retail shelf presence at Lowe's, Home Depot, Camping World, Big Lots, Walmart, and Ace Hardware. Operations are run by a lean management team of six named individuals, all internal promotions from the Granitize Group of Companies, with Marty Raymondo, Sr. as President & CEO.

Name

Ultimar

Legal name

Ultimare, Inc.

Website

https://ultimarinc.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Ultimar Inc is a privately held, California-based manufacturer of surface protection coatings and warranty-backed protection programs for automotive, RV, motorcycle, marine, aviation, powersport, and residential markets, distributed through independent agents and certified dealers.

Ownership category

akta.pro rank

Headquarters

HQ city

South Gate

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Surface Protection Warranty Programs: Dealers sell warranty contracts to consumers upon vehicle purchase. Contracts cover exterior and interior protection for specified terms. Claims are administered by Ultimar with no dollar limits.
2. Consumer Maintenance Products: Direct-to-consumer sales of cleaning and maintenance products including leather conditioners, wash wax, enzymatic cleaners, and customer maintenance kits. Sold through e-commerce shop with wholesale pricing for agents/dealers.
3. Dealer/Agent Network: Products and warranty programs sold through authorized dealer and agent networks. Agents and dealers purchase products at wholesale prices for application and resale to end consumers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Ultimar Inc manufactures and distributes a Surface Protection System (SPS) covering exterior paint, interior upholstery, windshields, headlights, alloy wheels, and dent protection for automotive, RV, motorcycle, powersport, marine, aviation, and home applications. Products are applied once by certified dealers and backed by transferable warranties with no claim or dollar limits. The company complements its core coatings with the EPA-registered Bac-Shield antimicrobial technology and a portfolio of consumer maintenance and cleaning products sold through its dealer network and online shop.

Product overview

Ultimar Inc is a surface protection company and the newest member of the Granitize Family of Products. The company offers a unified Surface Protection System (SPS) product line comprising industry-specific labels: Auto Label (automotive), Coach Label (RVs), Aero Label (aviation), Sea Label (marine), Home Label (residential), Cycle Label (motorcycles), Sport Label (off-road/motorsport), and Snow Label (winter vehicles). Each label provides comprehensive protection for exterior paint, interior upholstery, windshields, headlights, and specialized surfaces. The core surface protection system is complemented by the Bac-Shield EPA-registered antimicrobial product and a portfolio of maintenance/cleaning products including leather conditioners, wash wax, enzymatic cleaners, glass polish, and surface-specific cleaners for wood and countertops. Products are manufactured in the United States and backed by warranty programs administered through a network of certified dealers and agents.

Differentiator

Problem solved

Functional benefit

Brands

• Bac-Shield: EPA registered antimicrobial product made from non-toxic renewable resource, providing protection against bacteria, mold, mildew, fungus, and odors on interior surfaces. Eco-friendly, VOC-free, and non-poisonous.

Products and services

• Auto Label Surface protection system for automotive vehicles covering exterior paint, upholstery, antimicrobial protection, alloy wheels, headlights, and dent protection against road hazards; applied by certified dealers and sold with warranty backing.
• Coach Label Surface protection system for recreational vehicles (RVs) covering exterior paint, upholstery, and including EPA-certified eco-friendly antimicrobial protection that inhibits molds, mildews, fungus, and odors.
• Home Label Surface protection system for home appliances, countertops (quartz, tile, granite, marble), kitchens, and bathrooms covering refrigerators, dishwashers, cooktops, cabinets, and bathroom fixtures.
• Cycle Label Surface protection system for motorcycles covering paint protection from environmental impact and upholstery.
• Sea Label Surface protection system for marine/sport vehicles covering painted surfaces, upholstery, windshield, and headlights.
• Sport Label Surface protection system for off-road and motorsport vehicles covering exterior paint and upholstery.
• Snow Label Surface protection system for winter vehicles covering exterior paint, leather and vinyl, windshield, and headlights with protection from UV damage, bug damage, de-icing agents, hard water etching, and snow-related damage.
• Aero Label Surface protection system for aviation industry covering aircraft exterior and interior surfaces.
• Bac-Shield Antimicrobial Protection EPA-registered antimicrobial protection product made from non-toxic renewable resources; eco-friendly, VOC-free, and non-poisonous line of defense that prevents bacterial growth and inhibits odors, molds, mildews, and fungi on interior surfaces.
• Customer Maintenance Kit Complete maintenance kit for the Ultimar Surface Protection program including exterior wash & wax soap, interior spot remover, leather & vinyl conditioner, microfiber sponges and towels, and drying chamois; priced at $35.
• Wash Wax S3-G One-step wash and wax product that leaves automotive finishes clean with a just-waxed appearance; non-detergent, pH balanced formula available in 1, 5, 30, and 55 gallon sizes; priced at $17 for single 9-lb unit.
• Granitize Enzymatic Cleaner (AR25) Enzymatic cleaner for carpets and upholstery that dissolves grease, soil and stains using selectively adapted strains of bacillus organisms that produce enzymes to consume and eliminate organic substances; priced at $7.
• Consumer Grade Leather Conditioner (U0I01-8) Leather conditioner that maintains leather and keeps it soft and supple; 8oz consumer-grade formula priced at $12.
• Vinyl Rubber Leather Protector (VPC16) Vinyl, rubber, and leather protector that creates an ultra hi-gloss finish, inhibits cracking and fading, and conditions surfaces to remain soft and supple; priced at $7.
• Hi Gloss (AG-516) Vinyl, plastic, and rubber conditioner that creates an ultra hi-gloss finish, inhibits cracking and fading; contains patented UV-40 supplement for protection from damaging ultra-violet rays; priced at $10.
• No Streak Glass Polish (NS019) Aerosol glass cleaner and polisher that cleans and shines easily, works in direct sunlight without streaking; effective on glass, metal, chrome and mirrored surfaces; priced at $6.
• Wood Cabinet Cleaner (CC24) Professional grade cabinet cleaner for natural wood and laminate cabinet surfaces; cleans and brightens kitchen, bathroom, garage, and office cabinetry without streaking or foggy residue; priced at $6.50.
• Counter Gloss (CG24) One-step countertop cleaner and polish specifically formulated for granite and natural surfaces; cleans, seals, and protects while restoring luster and shine; priced at $7.
• Wood Floor Cleaner (WFC32) Professional grade hardwood floor cleaner that cleans, brightens, and restores natural wood and laminate flooring without leaving streaks or foggy residue; priced at $6.
• Appearance Protection Warranty Program Warranty-backed protection contracts covering exterior and interior surfaces with no claim or dollar limits, zero deductibles, and timely claim authorizations; 3-year standard term priced at $395 ($495 for highline dealers) with renewal options; backed by an A+ rated insurance carrier.

Quantifiable outcome

• $200+ additional profit per vehicle when using appearance preload programs
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

One partnership is on record.

• Granitize Family of ProductsflagshipStrategic or Co-development PartnerUltimar is the newest member of the Granitize Family of Products, which includes Granitize Products, TR Industries, Gel-Gloss, and Sea Power. Established in 1930, Granitize provides manufacturing, brand credibility, and distribution infrastructure. Ultimar benefits from the parent's 86+ years of industry experience and retail distribution network including Lowes, Home Depot, Camping World, and Walmart.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• CarPro: CarPro produces ceramic coatings, paint protection products, and interior care formulations distributed through professional detailers and dealerships. Closely comparable to Ultimar in coating technology, target customer (professional applicators and dealers), and multi-surface product strategy.
• Swissvax: Swissvax manufactures high-end automotive waxes, sealants, and surface protection products marketed to luxury vehicle owners and premium detailing shops. Comparable premium positioning to Ultimar's highline dealer tier and direct overlap in surface protection chemistry for paint and interior.
• PermaPlate: PermaPlate (Filmopak) sells vehicle surface protection products (paint, fabric, leather) and warranty programs distributed through auto dealers and F&I channels. Direct competitor to Ultimar in dealer-F&I surface protection warranty products.
• Xzilon: Xzilon provides automotive surface protection and appearance products (exterior paint, interior fabric) bundled with warranty programs through dealer and F&I channels. It is the most direct peer: it was co-founded and run by Ultimar's current CEO prior to founding Ultimar, operating in the same vehicle-protection chemistry and warranty business model.
• Dr. Beasley's: Dr. Beasley's develops professional-grade automotive surface coatings, paint protection films, and detailing chemicals sold to detailers and enthusiasts. Comparable to Ultimar's core coating/protection chemistry and warranty-attached protection programs targeting similar dealer and professional channels.
• Gtechniq: Gtechniq manufactures ceramic coatings and surface protection products for automotive, marine, and aviation markets, including dealer- and detailer-applied ceramic protection programs. Directly comparable to Ultimar's coating chemistry across multiple verticals and serves the same detailing and dealership ecosystem.

Broad incumbents

• Meguiar's (3M): Meguiar's, owned by 3M, is one of the largest consumer and professional automotive surface care brands, offering waxes, polishes, coatings, and detailer-grade products. Broader portfolio than Ultimar but significant overlap in paint and interior surface care, with much wider retail and detailing-channel penetration.
• Chemical Guys: Chemical Guys produces consumer and professional car care products including waxes, ceramic coatings, and interior cleaners, distributed via e-commerce and retail. Adjacent incumbent in surface protection chemistry with overlap in Ultimar's interior/exterior product categories.
• Sonax: Sonax manufactures a wide range of automotive detailing products (cleaners, polishes, coatings) sold through retailers and professional detailers. Comparable chemistry and product breadth, with broader retail and detailer presence than Ultimar's specialized dealer-F&I channel.
• Armor All (Energizer Holdings): Armor All is a mass-market automotive surface care brand offering protectants, wipes, and cleaners across retail channels. Broad incumbent with direct overlap to Ultimar's interior protectant and cleaning product categories, but without Ultimar's warranty-program distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/UltimarInc
• LinkedInlinkedin.com/company/7930546
• Instagraminstagram.com/Ultimarinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Ultimar