WHAT IS "THE BRAND OF THE CENTURY"?
The Brand Of The Century is an award designated to outstanding brands in Germany by a publishing group called the "Zeit". A panel of experts led by Dr Florian Langenscheidt (Expert on innovation & the future of Media, Author, Publisher and TV presenter) has nominated the SONAX brand for the third time, in 2015, 2018 and now 2022 to the circle of premium German brands.
HOW DID THE SONAX BRAND ACHIEVE THE "THE BRAND OF THE CENTURY" AWARD?
Customers are the ones who continue to choose SONAX products because they rely on the brand and the positive experience of using our products. Our "Made In Germany" quality pledge, continuity, reliability and a high degree of customer orientation are paramount to us. These and other success factors have been part of the SONAX "DNA" since its conception in 1950. They are the foundation of our brand development. We have invested a significant amount in it, particularly since the eighties of the last century and in the current Millenium.
MANFRED HOFFMAN, the owner whose grandfather started SONAX in 1950, answers a few questions about the company:
Successfully, as Dr Florian Langenscheidt's panel has indicated by selecting us. What developments have characterised the SONAX brand presence over the decades?
In the beginning, the SONAX name was only attached to simple car polish, with the first interior cleaner, "Unirein", following later on, and then the MoS2 oil. In the mid-70s, we pushed the expansion of the product range, and since 1984 we have specifically built up the SONAX brand, with the big red lettering you see today, as a premium umbrella brand for car products.
It was in this period that our international breakthrough occurred as well. Are SONAX products available on every continent?
Yes, and we are very pleased to be able to say so. Our memorable brand image, advertising and sponsoring activities have also helped us achieve ever-greater recognition at the international level. SONAX is now known around the world as being synonymous with high-quality vehicle care products. Today, the brand is available in over 110 countries. Our export share has risen to 43 per cent. As a medium-sized company, we are particularly proud that our high-performance, "Made in Germany" product range has achieved such high recognition across the globe. Customers all over Europe, in the Middle East, the Americas and Asia trust in our competence and benefit from the added value our products provide.
Are concepts such as competence and added value also closely linked to high-quality standards?
That is undoubtedly true, and that's why we are almost obstinate in our strict quality requirements and permanent drive for innovation. Because it is only through achieving the highest customer satisfaction we can continue to prove that the SONAX brand stands for better, products that truly belong to one of the "brands of the century".
What can your customers and partners expect from SONAX in the coming years?
We are pushing development in the important fields of car care, not just maintaining our advantage but building on it. The core of the SONAX brand is also characterised by the quest for market leadership – and to live up to this, we are expanding from our headquarters in Neuburg on the Donau with new logistics capacity and production facilities, a volume of investment that has already surpassed 40 million euros. This is how we are setting the course for a future where the SONAX brand retains its leading role.
SONAX is a brand of the century because It has earned it through 70 years of shining performance!