The Simoniz® Company came into being as the first American car wax company in 1910. Its formation was made possible by George Simons, who developed a cleaner and a carnauba wax product for car finishes.
In 1912, Mr. Elmer Rich and his brother, R.J. Rich, acquired full ownership of the company. They changed the name of the firm to Simoniz® Company and located the first office and back room factory at 2121 Michigan Avenue in Chicago, a judicious choice because, at the time, Michigan Avenue was Automobile Row.
A believer in the power of advertising, Mr. Rich created what was to become one of the world’s best-known slogans: “Motorists Wise, Simoniz®.” When radio attained prominence, Simoniz® was quick to take advantage of the novel opportunities afforded by the new medium, and “Motorists Wise, Simoniz®,” was popularized by continuous radio broadcast advertising.
For the next 40 years, Simoniz® was the #1 car wax company in the world. It was during 1957 that Vista One-Step Cleaner/Was entered the market. Combining a cleaner and wax in one product, Vista made it possible for car owners to get the unequaled benefits of both Simioniz® Kleener and Simoniz® Wax in a single step. Virtually overnight, Vista exploded to the top among all care-care products.
An Institutional Division was officially organized in 1954. This division offered a complete line of floor waxes, finishes, polishes, cleaners and sponges that were formulated and packaged expressly for business and public large-volume users.
In 1965, Morton International purchased the controlling interest in Simoniz® Company, adding Master Wax-Detergent Proof and Smooth-Pre Softened products to the line. In 1976, Simoniz® was acquired by Union Carbide. Union Carbide introduced numerous products into the marketplace, including Shines Like the Sun, Super Poly, Body Guard, Double Wax, Simoniz® II, Shine Booster and Super Blue.
In 1986, Simoniz® was sold to First Brands Corp. First Brands entered into a license agreement with Syndet Products, Inc. to manufacture and distribute online Simoniz® brand products nationally to the car wash industry, which eventually expanded to include detail shop and janitorial/sanitation (JanSan) cleaning products.
In 1997, Syndet Products purchased the Simoniz® brand from First Brands Corp., and renamed the company Simoniz® USA, Inc. The Simoniz® brand is now one of the most advertised brands in the automotive care appearance industry.
In 1998, Simoniz® defined and launched Simoniz® Express Detail made for car washes and opened the first express detail training center in the US.
In the years 2000 & 2001, spurred by the successful launch of the Simoniz® Detailer’s Brushless Carwash, Simoniz® produced over one billion consumer impressions and reestablished the brand as an innovative market leader. In 2000, Simoniz® patented and began selling to the car wash industry the first online tire dressing machine called the Tire Shiner...automating a service that previously was only done manually.
In 2006, Simoniz® launched a series of “As Seen On TV” products in partnership with the iconic pitchman Billy Mays. Products included Fix It, Liquid Diamond, Aquapel, Fix It For Wood, and Sealtite. Fix It became the #1 scratch remover in the US.
In 2007, Simoniz® introduced GlassCoat™ to the new car dealer industry. This unique and tenacious ceramic coating proved to be the most durable product ever applied to a car's finish. Over a million applications were made as Simoniz® continued to blaze a path as the most innovative car appearance company.
In 2010, Simoniz® purchased three carwash distribution companies, becoming the largest provider of car care products to the professional car wash and detail shop markets.
In 2011, Simoniz® launched Simoniz® Hot Wax to the professional marketplace and became the single largest product launch in the company’s history, changing the professional carwash industry profoundly. Also, in 2011, Simoniz® began producing our limited edition calendars.
In 2012, Simoniz® opened The Simoniz® Garage, the country’s largest and most technologically advanced detail training center. Detailers from around the world visit the garage to train with the Simoniz® staff.
Today, Simoniz® continues to advance the art of caring for cars amongst enthusiasts and professionals alike.
Simoniz®...An American Icon