Our Story

A little bit about us


Auto Finesse was founded to take automotive care to new levels. Dedicated to offering world class products and customer service, from car guys to car guys. Understanding the needs of our customers and delivering solutions to their car care needs with products that simply work. From order placement to advice and guides on how to use our products, we aim to cater for everyone from the enthusiast to the professional. Our staff know the products and the industry from the inside out.


Established in 1999, we first started our journey into car care as a man, a van, and a passion for clean, shiny cars. From this passion we grew into one of the most renowned detailing companies in London, offering some of the most in-depth detailing treatments available on the market at the time.

In 2010 our journey into producing a product range began, channelling 15 years of combined hands on experience in to everything we’re creating. This is what gives us an edge, a deeper understanding of what detailers and people who care about their cars want, need and desire. Today the company employs a team of 15 full time staff at our Hertfordshire facility. The factory and office building are the heart of our operation, from manufacture of product, warehousing and offices. Today we manage each step of the process in house, from production to shipment.

The Brand

We pride ourselves on not only offering the best performing products on the market but also on our industry leading advice & customer support. Working with an extended network of Distributor franchises means this now spans across the globe, with 10 international bases, in Belgium, Germany, Norway, Austria, Sweden, USA, South Africa, Korea, China, Thailand and beyond.

We are dedicated to supporting everyone from the grass routes enthusiasts through to the professional detailers. This is why you will find us at car shows and motoring events, to meet our customers face to face, and when you do meet us at these events you won’t be meeting an “events team” you’re meeting the people who make it all happen, from production to customer support staff – We are detailers.


As professional detailers, Auto Finesse have been using car care products day-in, day-out, in varying conditions on an array of vehicles for many years. This has not only given us a great insight into what products need to do and how to use them, it has also given us a greater understanding from a customers point of view as to what makes a great product. We look to offer the best products at competitive prices, all wrapped in attractive eye-catching packaging, created with the ethos of our three main criteria for each and every product: usability, effectiveness and quality.


The Auto Finesse team are made up of true car enthusiasts, so much so as a way of relaxing we still like to get our hands dirty and play with old cars. Our project cars have become quite well known over the years, even featuring on the cover of motoring magazines. From the moonshine runner style MK1 VW Caddy known as “project caddy”, to the super retro turbo powered 80s VW Golf BBS edition, our first dabble in to the air-cooled world with our High Top bay window merch bus. OK, so you might be thinking it’s all VWs right now, but we are about to break cover with a whole new project real soon.