Auto Armor

What Auto Armor does

AutoArmor is a South Africa-based vehicle protection company, founded in 1978 and headquartered in Centurion, Gauteng. It supplies a comprehensive portfolio of aftermarket automotive protection products across six categories: automotive window films (including the TRU Window Film Series and EXW external windscreen films), paint protection films (ProFilm polyurethane PPF with self-healing technology), protective coatings (9H nanoceramic, graphene-infused TEC585 G-MAX, and carbon nanotube windshield bonding treatments), interior coatings (water-based polymer fabric and leather/vinyl protectants), a 19-SKU carwash chemical range, and Tornador professional cleaning equipment. Underlying technology rests on materials science — proprietary polyurethane, ceramic, and graphene formulations developed through a 1995 joint venture with US-based Daubert Industries (operating since 1935) — rather than software or AI.

The company serves four primary customer segments: individual vehicle owners, motor trade and dealerships, fleet and logistics operators, and luxury/collector vehicle owners. Its go-to-market is built on a franchise and certified fitment centre network of more than 50 locations spanning South Africa, Namibia, and Botswana, complemented by direct sales through head office and an online warranty registration system. AutoArmor holds exclusive sub-Saharan distribution rights for Solar Gard Saint Gobain Automotive Film and official distributor status for Profilm. Revenue is generated through one-time product sales, professional installation services, and recurring warranty programs (Paint Shield, Ceramic Shield, Safety Film, Heat Shield) with terms ranging from two years to lifetime. Pricing is quote-based and not publicly disclosed. The company is privately held, does not disclose revenue, and has no disclosed funding rounds or institutional investors.

Name

Auto Armor

Legal name

AutoArmor

Website

https://autoarmor.co.za

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

AutoArmor is a South African vehicle protection company, founded in 1978, supplying window films, paint protection films, ceramic and graphene coatings, interior coatings, and car-care chemicals through a 50+ franchise network across South Africa, Namibia, and Botswana.

Ownership category

akta.pro rank

Headquarters

HQ city

Centurion

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Automotive Protection Products: AutoArmor generates revenue primarily through the sale of proprietary vehicle protection products including window films, paint protection films, ceramic coatings, interior coatings, and car care chemical products. Products are sold to franchisees, approved fitment centres, and directly to consumers.
2. Professional Installation Services: Franchise and fitment centre network provides professional installation services for all AutoArmor products. Revenue is generated through service fees for certified installation of films and coatings.
3. Warranty Programs: AutoArmor offers comprehensive protection warranties (Paint Shield, Ceramic Shield, Safety Film, Heat Shield) backed by the company, covering repair and reapplication costs for covered damage claims.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

AutoArmor distributes and professionally installs a comprehensive range of automotive protection products, including window films, paint protection films, ceramic and graphene coatings, interior protection treatments, and professional car care chemicals, delivered through a franchise and certified fitment centre network across South Africa, Namibia, and Botswana. The company backs these products with branded multi-year warranty programs covering paint, ceramic, safety film, heat shield, and interior protection.

Product overview

AutoArmor is a South African vehicle protection company established in 1978, offering a comprehensive portfolio of automotive protection products and services. The core offerings span six main categories: Automotive Films (TRU Window Film Series with multiple tint levels, clear windscreen protection, and external protection films), Paint Protection Films (ProFilm transparent polyurethane film), Protective Coatings (environmental paint protection, ceramic coatings including TEC580 XPC3 and TEC585 G-MAX graphene formulations, Carbon Steel windshield protection, and TEC70 Black Fusion trim restorer), Interior Coatings (Fabric Protect and Leather & Vinyl treatments), Carwash Chemical Range (19 professional-grade cleaning products), and Tornador Cleaning Guns (6 specialized cleaning tools including steam and vacuum systems). Products are distributed through franchises in South Africa, Namibia, and Botswana, with technology partnerships including Daubert Industries (US-based, since 1935), Profilm, Solar Gard Saint Gobain, and Tornador.

Differentiator

Problem solved

Functional benefit

Brands

• Paint Shield: Paint protection coating providing 3-year limited warranty against weather-induced oxidation, discoloration, fading, or chalking.
• Paint & Interior Shield
• Ceramic Shield
• Ceramic Shield – Windscreen Protection
• Safety Film
• Heat Shield
• Fabric Protect
• Leather & Vinyl

Products and services

• Automotive Films Premium automotive window films including the TRU Window Film Series (TRU 5, 15, 35, 50) with up to 60% solar heat rejection, 99% UV blocking, and signal-friendly metal-free design; clear ceramic windscreen protection film with up to 80% IR rejection; EXW 40 PET (100μ polyester) and EXW 75 (175μ urethane) external windscreen protection; and precision-cut in-car touchscreen protection film. Sold to vehicle owners and motor trade customers and professionally installed at AutoArmor fitment centres.
• ProFilm Paint Protection Film (PPF) Transparent polyurethane paint protection film using TPU substrates with self-healing technology and proprietary adhesive, providing physical protection against stone chips, scratches, and road debris while preserving high-gloss appearance. Manufactured to REACH and ISO 9001 standards and sold to consumer and trade customers with professional installation.
• Protective Coatings Range of professional protective coatings for vehicle paintwork, glass, and trim, including Environmental Paint Protection (dual-nanotechnology with UV inhibitors, up to 6 months protection), Diamond Ceramic Coatings (9H hardness, multi-year longevity), Technician's Choice TEC580 XPC3 Ceramic Coating, TEC585 G-MAX Graphene-Infused Coating (exceptional UV and hydrophobic performance), Carbon Steel Windshield Protection (carbon nanotube technology that increases break strength by 32%), and TEC70 Black Fusion Trim Restorer (up to 12 months). For consumer, trade, and fleet customers.
• Interior Coatings Water-based polymer interior protection system creating a breathable barrier that prevents rips, tears, punctures, and burns while blocking UV rays and repelling liquid spills. Includes AutoArmor Fabric Protect for fabric surfaces and AutoArmor Leather & Vinyl for conditioning and protecting leather and vinyl surfaces. For consumer and trade vehicle owners.
• Carwash Chemical Range Professional-grade car care chemical range including C Wash, TC Wash & Wax, Glass Cleaner, Tar Remover, Klengine, Engine Cleaner, Multikleen, Wheel Cleaner, Upholstery Shampoo, Interior & Trim Dressing, Tyre Shine, Quick Detailer, Clay Lube, Leather Cleaner, Windscreen Wash, Air Freshener, Ceramic Spray, Enzyme Spot Cleaner, and Car Valet Polish. Sold to trade customers, detailers, and franchisees for vehicle maintenance operations.
• Tornador Cleaning Equipment Professional cleaning equipment line including Tornador BASIC Z-014RS dry cleaning gun, Tornador MINI Z-007 compact impulse cleaner, Tornador BLACK Z-020RS high-performance air pulse cleaner, Tornador FOAM Z-011RS foam cleaner, Tornador STEAM (170°C steam at 7 bar), ROTADOR SPRAY-VAC extraction unit, and ROTADOR VAC wet-dry vacuum with 30L tank. For professional detailers, trade workshops, and franchisees.
• Vehicle Protection Warranty Programs Branded multi-year protection warranty programs covering paint protection, ceramic coatings, safety film, heat reduction film, fabric, and leather/vinyl treatments, including Paint Shield (3-year), Paint & Interior Shield (3-year), Ceramic Shield (3-year paint), Ceramic Shield Windscreen Protection (2-year, up to R1200 repair/reapplication), Safety Film (5-year), Heat Shield (lifetime limited for original owner), Fabric Protect, and Leather & Vinyl. Backed by AutoArmor and registered via the online warranty portal.

Quantifiable outcome

• Window films block up to 60% of total solar energy and 99% of UV rays
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered core.

• Solar Gard Saint Gobain Automotive FilmcoreTechnology or Integration · 1 January 2004In 2004, AutoArmor established its Safety Film division and became the sole distributors of Solar Gard Saint Gobain Automotive Film in sub-Saharan Africa. This strategic expansion provided comprehensive vehicle protection solutions and cemented AutoArmor's distribution leadership in the region.
• Daubert Industries IncorporatedcoreStrategic or Co-development Partner · 1 January 1995Daubert Industries Incorporated is a US-based company operating since 1935, bringing nearly a century of experience in automotive protection technology. The joint venture partnership with AutoArmor, established in 1995, has fostered a reputable relationship that strengthens AutoArmor's position in the South African automotive protection industry. All AutoArmor products are researched and developed by Daubert.
• ProfilmcoreTechnology or IntegrationAutoArmor is the official distributor of Profilm in South Africa, distributing the TRU Window Film Series and ProFilm Paint Protection Film (PPF) product lines. Profilm PPF is manufactured to meet REACH, ISO 9001 and several OEM-specific standards.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• CarPro: CarPro is a Korean-origin detailing and ceramic coating brand selling CQuartz professional coatings and maintenance products to detailers globally. It overlaps AutoArmor's Diamond Ceramic Coatings and TEC585 G-MAX lines and serves the same installer channel.
• Gtechniq: Gtechniq is a UK-based manufacturer of ceramic coatings, paint protection and interior protection products sold through accredited detailers. Its product range directly parallels AutoArmor's ceramic coating and interior protection offerings.

Direct peers

• SunTek (Eastman Chemical): SunTek is Eastman Chemical's secondary automotive film brand offering window tint, PPF and paint protection. It directly overlaps AutoArmor's product portfolio and is typically distributed through professional installers.
• Llumar (Eastman Chemical): Llumar, owned by Eastman Chemical, is a global automotive and architectural film brand with a strong window tint and PPF portfolio. It is a direct peer to AutoArmor's TRU Window Film Series and ProFilm PPF products and competes through dealer/installer networks globally.
• Ceramic Pro: Ceramic Pro is a global ceramic coating and PPF brand with an installer/franchise model analogous to AutoArmor's. It directly competes in the 9H ceramic coating space and offers elite dealer network coverage internationally.
• XPEL: XPEL is a leading global manufacturer and installer of paint protection film, window films and ceramic coatings. It is the most direct global competitor to AutoArmor's core PPF, window tint and coating product lines, with comparable premium positioning and franchise/installer network model.

Broad incumbents

• Avery Dennison (Vehicle Wrap & Film): Avery Dennison supplies automotive wrap films, window films and PPF as part of its broader pressure-sensitive materials portfolio. It is a broad incumbent competing in vehicle protection films alongside AutoArmor's distributor model.
• 3M (Automotive Films Division): 3M manufactures automotive window films, paint protection films, and detailing products through its diversified conglomerate portfolio. It competes with AutoArmor's full product stack and is a long-established incumbent in the global aftermarket film category.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/autoarmorza
• Instagraminstagram.com/autoarmorsa
• TikToktiktok.com/@autoarmorsa
• Xx.com/auto_armor_pta
• LinkedInlinkedin.com/company/autoarmor

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 Auto Armor