Waxoyl
Waxoyl AG is a privately held Swiss family business that manufactures professional car care and corrosion protection products and sells them exclusively through authorized distribution partners in 35+ countries, serving automotive workshops, industrial users, and marine customers.
- Company typePrivate
- Founded-
- HeadquartersReinach, Switzerland
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Waxoyl does
Waxoyl AG is a privately held Swiss family business, headquartered in Oberwil, Switzerland, that manufactures and sells professional car care and corrosion protection products through a global authorized-partner distribution network. The company's portfolio spans four application areas: car care (cleaning, polishing, paint correction, and surface protection), corrosion protection (cavity sealing, underbody protection, and rust-prevention waxes for vehicles, machinery, and boats), transport and storage protection, and workshop/bodywork equipment and consumables. Its flagship product is 100 Plus, a multi-layer polymer seal that bonds with the vehicle's top paint layer for long-term gloss protection and carries a 3-year warranty, supported by a 100 Plus Booster spray; proprietary formulations emphasize self-healing creep properties, solvent-reduced chemistry, and silicone-free professional workshop compliance.
Waxoyl operates a B2B go-to-market with no direct consumer sales; products are sold exclusively through authorized distribution partners in 35+ countries across Europe, Asia, North America, the Middle East, and Africa, with named distribution partners in markets including Japan, Italy, the USA, South Africa, and Belgium. The company owns a wholly-owned German subsidiary, Waxoyl GmbH, in Oberhausen, and supports its partner channel with a multilingual website (German, English, French) and a catalog of over 100 SKUs covering chemicals, processing equipment (sprayers, polishers, lances), and consumables (cloths, masking materials, gloves). Pricing is not publicly disclosed and appears to be quote-based between the company and its authorized partners.
The company was founded by Edward E. Hubbard, a former racing driver, and identifies itself as a Swiss family business with no external investors, no public listing, and no disclosed funding activity. Revenue and headcount are not publicly disclosed; the firm operates with 11-50 employees and runs a mature, channel-driven model with no evidence of AI, software, or platform components in its product or technology stack.
Waxoyl firmographics
Firmographics- Name
- Waxoyl
- Legal name
- Waxoyl AG
- Website
- https://waxoyl.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Waxoyl AG is a privately held Swiss family business that manufactures professional car care and corrosion protection products and sells them exclusively through authorized distribution partners in 35+ countries, serving automotive workshops, industrial users, and marine customers.
- Ownership category
- akta.pro rank
Waxoyl industry classification
Industry- Product category
- Automotive Protective Coatings
- NAICS
- Paint and Coating Manufacturing (32551), Soap and Cleaning Compound Manufacturing (32561), Paint, Coating, and Adhesive Manufacturing (3255)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Specialty Cleaning, Polishing And Sanitation Preparations (2842)
- akta.pro primary industry
- Industrial Protective Coatings (IMAEAHAB)
- akta.pro secondary industries
- Industrial & Protective Coatings (IMAEAGAB), Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG)
Keywords
Where Waxoyl is headquartered
LocationHeadquarters
- HQ city
- Reinach
- HQ country
- Switzerland
- HQ region
- Europe
Offices2 records
Markets served
Waxoyl business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Car Care Products: Sale of professional car care products including cleaning, polishing, sealants, and surface protection for automotive applications. Products sold through authorized professional partners.
- Corrosion Protection Products: Sale of industrial-grade rust protection, cavity sealing, and underbody protection products for vehicles, machines, boats, and buildings.
- Professional Application Equipment: Sale of professional application equipment including sprayers, lances, pumps, and accessories for authorized Waxoyl partners.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Waxoyl product offering
Product offeringCore offering
Waxoyl AG manufactures and supplies protective coatings and treatments for vehicles and machinery, specializing in corrosion protection, paint preservation, and moisture-displacement products. The flagship 100 Plus system covers cavities, underbodies, and engine compartments, complemented by car care, transport/storage preservation products, and workshop/bodywork equipment and consumables. Distribution is exclusively through authorized professional partners across more than 35 countries, with no direct consumer sales.
Product overview
Waxoyl AG is a Swiss family business offering a comprehensive range of professional car care and corrosion protection products for automotive and industrial customers worldwide. The product portfolio is organized into four main application areas: Car Care (cleaning, care, and protection products for interior and exterior of vehicles, boats, and motorhomes), Corrosion Protection (rust protection solutions including cavity sealing and underbody protection products), Transport and Storage Protection (short to medium-term corrosion protection for vehicles during shipping and storage), and Workshop and Bodywork (chemical products, processing equipment, and consumables). The flagship product is 100 Plus, an invisible multi-layer polymer sealing system for long-term paint protection with a 3-year warranty. Supporting products include the 100 Plus Booster spray, various corrosion protection products (Waxoyl PF, Waxoyl 120-4 Plus, Hardwax Plus, Hardwax 21), wheel care products (Wheel Cleaner Plus, Wheel Coating System), and a complete range of processing equipment including sprayers, polishers, and lances. The company also sells consumables such as microfibre cloths, masking materials, and personal protective equipment.
Differentiator
Problem solved
Functional benefit
Brands
- 100 Plus: Invisible long-term gloss protection product - a multi-layer polymer sealing that creates a permanent bond with the top paint layer, providing extraordinary smooth and supple surface that intensifies paint gloss long-term.
- 100 Plus Booster
Products and services
- 100 Plus Flagship multi-surface vehicle protection system covering cavities, underbodies, and engine compartments, applied by authorized professional partners to prevent corrosion and preserve vehicle value.
- Car Care products Cleaning, washing, and cosmetic care products for vehicle exteriors and interiors, distributed through authorized professional partners.
- Corrosion Protection products Anti-corrosion treatments for vehicle bodies, cavities, underbodies, and engine components, leveraging proprietary moisture-displacement chemistries.
- Transport and Storage Protection Long-term preservation coatings for vehicles, machinery, and equipment during shipping, lay-up, or extended storage.
- Workshop and Bodywork Equipment & Consumables Tools, equipment, and consumables supplied to professional workshops and body shops for the application of Waxoyl protection systems.
Quantifiable outcome
- 3-year guarantee on 100 Plus paint sealant treatment for new and used vehicles
Companies that use Waxoyl
Customer profileSegments3 records
Ideal customer profiles2 records
Waxoyl technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Waxoyl partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered subsidiary and regional.
- Waxoyl GmbHsubsidiaryGerman subsidiary responsible for sales and distribution in the German market. Located in Oberhausen, Germany.
- Elgersma B.V.regionalDistribution partner for Belgium and Luxembourg markets. Located in Vianen, Netherlands with website waxoyl.nl.
- OPTICOM LtdregionalDistribution partner for Bulgaria. Located in Stara Zagora, Bulgaria.
- MotorverkregionalDistribution partner for Denmark. Located in Hvidovre, Denmark.
- Novacolor di Embrinati Enrico + C. SncregionalDistribution partner for Italy. Located in Vicenza, Italy.
- Waxoyl Japan Co.LtdregionalExclusive distribution partner for Japan. Located in Tokyo, Japan.
- Rovers North Inc.regionalDistribution partner for USA. Located in Westford, Vermont, USA. Website: waxoyl-usa.com
- CMC InternationalregionalDistribution partner for South Africa. Located in Port Elizabeth, South Africa.
Scale indicators1 record
Recent moves5 records
Expansion highlights3 records
Waxoyl competitors and assessment
Company assessmentDirect peers
- CRC Industries: US-based manufacturer of specialty chemical maintenance products including corrosion inhibitors, lubricants, and cleaners for automotive and industrial use. CRC's product range directly parallels Waxoyl's corrosion-protection (Waxoyl 120-4 Plus, HR Premium) and maintenance aerosol categories.
- SONAX: German-based manufacturer of professional and consumer car care products including polishes, sealants, and cleaners. SONAX is the closest direct competitor to Waxoyl in the European automotive surface-protection and detailing market, serving professional workshops and end consumers through similar distribution channels.
- Turtle Wax: Long-established global brand in automotive appearance products including waxes, polishes, and paint sealants. Turtle Wax competes most directly with Waxoyl's 100 Plus polymer seal and broader car care portfolio, though it leans more consumer/retail whereas Waxoyl is B2B.
- Tectyl (Petrol-Chemie Group): Specializes in rust-preventive coatings, cavity waxes, and underbody protection products for automotive, industrial, and military applications. Tectyl directly overlaps with Waxoyl's core corrosion-protection range (Waxoyl PF, Hardwax Plus, Topwax series) and competes in the same B2B workshop and OEM channels.
- Liqui Moly: German manufacturer of motor oils, additives, and a growing range of car care and corrosion-protection products. Liqui Moly competes head-to-head with Waxoyl in European automotive workshops and shares a similar B2B distribution model emphasizing professional application.
- Meguiar's: Specialist in premium automotive surface care products including polishes, compounds, and ceramic-style coatings. Meguiar's competes with Waxoyl in the paint protection and detailing category, serving both professional detailers and enthusiasts through overlapping distribution.
Emerging players
- WD-40 Company: Specialty maintenance products company best known for its multi-purpose lubricant, with an expanding portfolio of specialty cleaners, rust treatments, and surface protection products. WD-40 competes selectively with Waxoyl in corrosion-protection aerosols (e.g., Waxoyl's Rust converter, SSF Plus) and has growing automotive distribution.
Broad incumbents
- Würth: Global leader in assembly and fastening materials with an extensive automotive chemicals, coatings, and workshop supplies portfolio. Würth competes with Waxoyl through its own direct-sales distribution in workshops and is substantially larger, but overlaps in rust protection, paint care, and surface treatment categories.
- Henkel (Adhesive Technologies / Loctite): Global chemical company with an extensive industrial adhesives, sealants, and surface treatment portfolio serving automotive OEMs and aftermarket. Henkel overlaps with Waxoyl's paint protection, underbody coating, and surface preparation product lines, and competes from a much larger scale and broader geographic footprint.
- 3M (Automotive Aftermarket Division): Diversified industrial conglomerate with a broad automotive aftermarket portfolio including abrasives, polishes, coatings, and masking consumables. Several Waxoyl consumable products (e.g., 3M Trizact sandpaper) suggest existing relationship, and 3M competes across many of the same workshop categories as Waxoyl.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Waxoyl social profiles
Digital presenceWaxoyl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Waxoyl leadership team
Management profileNumber of profiles
Waxoyl subsidiaries and ownership
Company hierarchySubsidiaries1 record
Waxoyl funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Waxoyl 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 Waxoyl
What does Waxoyl do?
Waxoyl AG manufactures and supplies protective coatings and treatments for vehicles and machinery, specializing in corrosion protection, paint preservation, and moisture-displacement products. The flagship 100 Plus system covers cavities, underbodies, and engine compartments, complemented by car care, transport/storage preservation products, and workshop/bodywork equipment and consumables. Distribution is exclusively through authorized professional partners across more than 35 countries, with no direct consumer sales.
Is Waxoyl a public or private company?
Waxoyl is a private company. It is classified as family owned and is currently operating.
When was Waxoyl founded?
Waxoyl was founded in -1. It employs 11 to 50 people.
Where is Waxoyl based?
Waxoyl is headquartered in Reinach, Switzerland, in the Europe region.
How does Waxoyl make money?
Three revenue lines are on record. Car Care Products are the primary driver. The others are corrosion Protection Products and professional Application Equipment.
Who are Waxoyl's main competitors?
Direct peers on record are CRC Industries, SONAX, Turtle Wax, Tectyl (Petrol-Chemie Group), Liqui Moly and Meguiar's. WD-40 Company is listed as an emerging player. Broad incumbents are Würth, Henkel (Adhesive Technologies / Loctite) and 3M (Automotive Aftermarket Division).
Does Waxoyl have an API?
No public API is recorded for Waxoyl.
What industry is Waxoyl in?
Waxoyl's product category is Automotive Protective Coatings. Its primary akta.pro industry code is IMAEAHAB, Industrial Protective Coatings, with a secondary code of IMAEAGAB, Industrial & Protective Coatings. Its NAICS code is 32551 and its SIC code is 2851.