Company / 05.03.18 SONAX annual turnover increased to 115 million Euros

In 2017 the SONAX annual turnover has increased by 11 percent as against the previous year „and with that has in the last financial year had a turnover of around 115 million Euros.“ „That we were able to achieve further growth in 2017 after the very successful previous year is very gratifying. Strong growth impulses are still coming within all our business domains – domestically as well as internationally“, declares Manfred Hoffmann, owner of the Hoffmann group of companies and Managing Director of the SONAX GmbH. „This outstanding success is, in addition to the continuous splendid development in the European markets, attributable above all, to a dynamic growth in Asia, South America and the USA. We have developed new markets, opened up new target groups and gained many new customers.


In the domestic sector too, we were able to increase overall turnover for the third year in succession by more than ten percent, although the market for DIY car care products as a whole, has hardly grown at all compared with the previous year. What has made a positive impact here, is that we have been able to position a series of interesting new products onto the market“, says Manfred Hoffmann. The cleaning and care products for use in car wash installations, for example, as well as the wide assortment for professional vehicle valeting, have benefited from this. But we were also able to make gains with customized solutions for industrial and artisanal companies – for example with a customized programme for agricultural enterprises.


Daniel Ott, Head of Marketing and Sales: „Customer proximity is a further success factor: In 2017, SONAX teams were in the field at around 100 trade fairs, shows and events – in many cases jointly with our trading partners, to whom we wish to express our particular thanks. We shall continue to pursue this approach and accelerate activities at all levels, so that our partners can profit more than ever from the high demand for our products. In 2018 we shall be investing in comprehensive marketing activities with high reach media to approach existing and new customers.


This keeps all the relevant target groups in focus: „By appealing to younger customers and those interested in motorsports, we shall continue to benefit from cooperation with prominent brand ambassadors such as TV „HP Profi“ J.P. Kraemer as well as internet star and drift icon Ken Block. And as partner of the Austrian Skiing Association we have been highly present in this season‘s winter sport media coverage. Further Sponsoring Partnerships, not only in motorsports, will ensure a great deal of attention in 2018, it’s going to be be very exciting.“