Simoniz USA was formed as a result of a purchase by Syndet Products, Inc. of the Simoniz brand name in 1997 from First Brands Corp. Syndet, at the time, was a 25-year old manufacturer of hard surface detergents, cleaners and waxes, serving the automotive, institutional and industrial marketplace. Simoniz was already a part of consumer product and advertising History and Lore.
The Simoniz Company came into being in 1910. Its formation was made possible by George Simons, who developed a cleaner and a carnauba wax product for car finishes. Along with Elmer Rich of the Great Northern Railway, the two organized the Simons Manufacturing Company.
In 1912, Mr. Rich and his brother, R.J. Rich, acquired full ownership. They changed the name of the firm to Simoniz Company and located the first office and backroom 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 know 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.
It was during 1957 that Vista One-Step Cleaner/Wax entered the market. Combining a cleaner and wax in one product, Vista made it possible for car owners to get in a single step the unequalled benefits of both Simoniz Kleener and Simoniz Wax. Virtually overnight, Vista exploded to the top among all car-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, as part of the divestiture of Union Carbide, a management lead LBO called First Brands Corp. was formed and Simoniz was among the brands purchased. In 1988, First Brands entered into a license agreement with Syndet Products, Inc. to manufacture and distribute on-line Simoniz brand products nationally to the car wash industry, which eventually expanded to include detail shop and janitorial/sanitation (jansan) cleaning products. Syndet at the time was a 25-year old manufacturer of hard surface detergents, cleaners and waxes, serving the automotive, institutional and industrial marketplace.
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 car appearance industry. 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.
