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BORN IN 1910, the Simoniz brand is an American icon and notably, the world’s oldest and most recognized car appearance brand. Here is a look back in time at the legendary brand that shaped and revolutionized the car care, home care, and commercial and industrial markets in the United States and worldwide.
The Simoniz® Company came into being as the first American car wax company in 1910. Its formation was made possible by George Simons, who developed a cleaner and a carnauba wax product for car finishes.
In 1912, Mr. Elmer Rich and his brother, R.J. Rich, acquired full ownership of the company. They changed the name of the firm to Simoniz® Company and located the first office and back room 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-known 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.
For the next 40 years, Simoniz® was the #1 car wax company in the world. It was during 1957 that Vista One-Step Cleaner/Was entered the market. Combining a cleaner and wax in one product, Vista made it possible for car owners to get the unequaled benefits of both Simioniz® Kleener and Simoniz® Wax in a single step. Virtually overnight, Vista exploded to the top among all care-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 Shin
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