Autoglym has unveiled WE KNOW DETAIL., an evolved brand positioning that puts the company’s six decades of vehicle care knowledge and expertise at the heart of the brand.
The evolution follows extensive global research with more than 4500 consumers and professionals, exploring changing needs, behaviours and expectations in the vehicle care category that has become increasingly crowded and complex.
For Autoglym, the intent is to use the knowledge built over more than sixty years to make vehicle care clearer, helping customers choose the right products, use them with confidence and achieve the results they want.
Since 1965, Autoglym has developed vehicle care products in Great Britain for enthusiasts and professionals around the world. During that time, the company has built extensive expertise through product development, testing and innovation, alongside practical knowledge of the techniques and details that deliver the best results.
WE KNOW DETAIL. brings that knowledge to the forefront and reflects an evolution in the role Autoglym wants to play for its customers, becoming a partner that combines trusted products with clear, practical advice and guidance.
The positioning will shape how Autoglym communicates across its Retail, Professional and LifeShine divisions, with a greater emphasis on helping customers understand what to use, how to use it and why it works.
Ruth Benz, Global Marketing Director at Autoglym, said:
“Vehicle care has become an increasingly complex category. The combination of more product choice, more elaborate claims and more category noise than ever are making it harder for people to know what solution is right for them.
“For more than sixty years, Autoglym has been developing and testing products and building an understanding of how to deliver the results our customers are looking for. Today, we’re putting that knowledge to work in a more visible way, using our expertise to bring clarity to vehicle care, helping people make confident choices and achieve results they can be proud of.”
Customers will begin to see the evolution across Autoglym’s communications and customer experience, including a refreshed brand identity and packaging, clearer product information and guidance, new digital and how-to content, and an updated retail presence. The new Retail packaging began being phased in during September, with the wider brand evolution continuing into 2027.
These changes are the first steps in bringing WE KNOW DETAIL. to life and making Autoglym’s knowledge and expertise more accessible to customers across its Retail, Professional and LifeShine divisions.
In the meantime, you can find out about their current range via www.autoglym.com ENDS.