Originality and increased sales as the basis for further growth
While the overall market for car care products has barely been able to grow for years, Sonax continues to steadily increase its sales and achieved a new sales record of 172.5 million euros in 2025. Growth came from all business areas both in Germany and on international markets. New markets, innovation, additional target groups and the successful acquisition of new customers contributed significantly to the record result.
Innovative strength as a key competitive advantage
Daniel Ott, Sonax, Member of the Board of Management Marketing and Sales, explains: “We were able to utilise our competitive advantages with innovative strength and the highest quality standards in a targeted manner. In particular, we have managed to successfully position many attractive new products for a wide range of applications on the market. We have also generated particularly strong momentum with our traditionally strong growth drivers such as the programmes for vehicle repair services, car washes and self-service car washes as well as commercial providers in the detailing industry. Sonax also scored highly with special solutions for commercial vehicle cleaning, the agricultural sector and the caravanning industry.”
The fact that we were able to grow again after an already very strong previous year is anything but a matter of course,” emphasises Daniel Ott. “Our success shows that our strategy is working – with innovation, genuine customer proximity and a brand that enjoys the highest level of trust.” It is precisely this broad positioning that makes the Sonax brand particularly attractive for retail partners: It not only opens up additional sales potential with classic car care favourites, but also ensures stable demand even in challenging market phases.
Proximity to the market – together with retailers
Another key success factor was the close cooperation with retailers and vehicle repair services. “In 2025, Sonax teams were in action at more than 90 trade fairs, events and industry functions – in many cases together with retail partners. This presence is not a target in itself,” explains Daniel Ott. “It ensures that we remain close to the needs of our partners. Our aim is to generate sales together – on the shelf, at vehicle repair services and with the end customer. And we will consistently continue along this path.”
The original creates demand – and security for retailers
In a market environment that is increasingly characterised by interchangeability, Sonax consciously focuses on its origins and originality. Research, development, testing and production take place at the headquarters in Neuburg an der Donau in Germany. Our own recipes, decades of experience and continuous development ensure test-winning quality that cannot be copied.
For retailers and vehicle repair services, this means planning security, maximum customer satisfaction, high sales strength and a brand that is practically pre-sold, promises Daniel Ott: Our partners benefit from the fact that Sonax is not only well-known, but also sought-after. High demand, strong brand loyalty and continuous innovation create the basis for sustainable growth – in 2026, too.” According to Daniel Ott, the 2025 sales record is therefore not the end point for Sonax, but the start of further growth. Sonax is therefore stepping up its activities in all areas, flanked by extensive marketing investments to reach billions, to target existing and new buyers.
Investments in capacities and future viability
With a strong brand, a high frequency of innovation and a clear focus on partnerships, the Neuburg an der Donau-based German company has already made a confident start to the new financial year. In parallel with sales growth, Sonax continues to invest consistently in the expansion of logistics, production and marketing structures. New capacities and modern processes ensure delivery capability, scalability and future viability key factors for successful retail partnerships in a dynamic market.
Further information for editors:
AP CONNECTIONS
André Preiß
+49 (0)40 59 45 71 16