#Canada #Montreal #Recochem #PFX Group #Prestone

Recochem's New Era: Performance Fluid Experts Group

On May 29, 2025, Recochem, a leader in the field of automotive and functional fluid solutions, announced a pivotal change in its corporate identity. The company has rebranded its diverse portfolio of well-respected brands under the umbrella name Performance Fluid Experts (PFX) Group™. This strategic move signifies a commitment to innovation in industrial and mobility fluids, while also showcasing their dedication to building strong partnerships with customers.

As the PFX Group™, Recochem is consolidating its brand offerings which include iconic names such as Prestone®, Adam's Polishes®, HD Expert®, Holts®, Diggers®, OEM®, Engine Ice®, and POR-15®. Known for their technological advancements, product reliability, and quality, these brands have gained recognition across various channels—including retail, industrial sectors, eCommerce, and distribution.

Jason Colwell, CEO of Recochem, emphasized, "PFX Group™ represents the best of who we are and what we stand for - expertise, a forward-thinking mindset and a deep commitment to helping our customers reach new heights and then push higher." This sentiment encapsulates the purpose behind the reshaping of the brand landscape.

The transition to the PFX Group™ is being meticulously implemented. As the new identity rolls out, customers may still engage with familiar branding, as existing websites and social media channels will remain active during the transition phase. The operational side of the business remains unchanged for existing customers, with all current products, services, and points of contact intact.

This strategic rebranding is not merely cosmetic; it's part of a broader vision to reinforce Recochem's position as an industry leader. By consolidating its brands, the PFX Group™ aims to embody the qualities of agility, innovation, and a unified approach to problem-solving in fluid solutions. Colwell noted, "This new chapter reinforces our identity as a strategic and dynamic partner that owns every aspect of its process, from formulation development through to distribution, ensuring our customers around the globe receive only the best products and service."

With deep roots stretching back to its founding in 1951, Recochem has established itself as a pioneer in the development and distribution of high-performance fluids. The acquisition of Prestone in 2024 further entrenched the company's expertise in the domain of fluid technologies, allowing for a vertically integrated model that enhances their production capabilities. Currently, the PFX Group™ operates 17 global manufacturing facilities and four research and development centers, catering to the intricate needs of automotive, industrial, and household fluid applications.

Colwell also remarked, "PFX Group™ is more than a name; it's a commitment to meet the evolving needs of customers and industries. By embracing an inventive culture and change, we are well positioned to lead the next era of advancement in fluid solutions." This forward-looking perspective emphasizes an ongoing dedication to understanding and addressing the dynamic challenges within the market.

As industry trends evolve and customer needs shift, the PFX Group™ is poised to innovate further, providing solutions that are not just reliable, but also pioneering in approach.

For additional information on Recochem and the newly formed Performance Fluid Experts (PFX) Group™, visit Recochem and explore their extensive product offerings and commitment to excellence in service and quality.