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PFX Group Unites as One Company at the 2025 AAPEX

In an exciting development for the automotive industry, the newly unified PFX Group™ made its debut at the 2025 Automotive Aftermarket Products Expo (AAPEX) held in Las Vegas, highlighting its transformation and commitment to innovation. This rebranding integrates several well-known brands including Recochem, Prestone, and Kost USA, merging them into a single global platform aimed at addressing the rapidly evolving needs of today's automotive market.

The presence of PFX Group at AAPEX is a significant milestone for the company. This event marks its first official appearance since the merger, where it showcased a lineup of innovative products and a renewed mission. The booth's focal point was the brand platform, “The Future Runs on Prestone.” This campaign highlights the nearly century-long heritage of Prestone as a leader in automotive fluids while signaling a commitment to future advancements in mobility.

Celebrating Prestone's Legacy

Prestone has built a reputation as one of the most trusted names in automotive fluids. The campaign launched at AAPEX not only celebrates the brand's legacy but also looks forward, leveraging technological advancements to cater to the needs of the next generation of car owners. Distributed through a combination of deep customer insights and market research, the campaign particularly targets the growing demographic of Gen Z and Millennial car enthusiasts who lean toward do-it-yourself (DIY) maintenance. This emerging trend has driven Prestone to develop reliable, high-performance products that simplify maintenance tasks while aligning with modern consumer values such as sustainability and convenience.

New Product Launches Under PFX Group

As part of the “The Future Runs on Prestone” initiative, the PFX Group introduced several exciting new products designed to meet the contemporary demands of automotive care. These include:

1. OEM by Prestone Premium Original Antifreeze + Coolant: This premium formulation is engineered for performance across leading vehicle brands including Ford, Chevrolet, BMW, and Toyota. It provides extended life protection against rust and corrosion, ensuring consumer trust and dealership-level quality for at-home maintenance.

2. Prestone Leak Detect: This innovative antifreeze + coolant features built-in leak detection technology, changing to a high-visibility green color at the source of any leaks—no UV light required. This product addresses a common pain point for DIYers, making leak detection simpler and more effective.

3. Prestone Top-Off Antifreeze + Coolant Pouch: Packaged in a flexible one-quart pouch using 60% less plastic, this eco-friendly design includes a child-resistant spout, catering to consumers seeking both sustainability and convenience. It allows easier handling for users needing smaller quantities for topping off.

4. Prestone's EVX Thermal Management Solutions: These next-generation formulations support the performance of electric and hybrid vehicles, delivering optimal heat transfer and enhanced safety for electric platforms.

The introduction of these products underscores Prestone's commitment to informed innovation, prioritizing consumer research, development, and retail experience analysis in every design and formulation choice.

Engagement at AAPEX

Throughout the AAPEX event, CEO Jason Colwell engaged with attendees through interviews and discussions about the company's innovative trajectory and product roadmap. Notably, Tom Corrigan, PhD, the Director of EV Technology for Prestone, participated in a presentation titled Hot Trends in EV Thermal Management on November 5th, addressing key insights in the emerging market for electric vehicles.

The PFX Group booth also organized special brand-focus sessions for both Prestone and OEM by Prestone, offering exclusive giveaways and refreshments, further enhancing engagement with visitors.

About PFX Group

The Performance Fluid Experts (PFX) Group is recognized as a global innovator in the realm of high-performance industrial and mobility fluids. With a trusted portfolio of iconic brands, including Prestone, Adam's Polishes, and many others, PFX Group stands out as a leader across various channels including retail, industrial, and eCommerce. Based in Montréal, Quebec, and supported by manufacturing facilities worldwide, PFX Group is committed to delivering advanced solutions that meet the evolving needs of its global customer base.

In conclusion, the unification of PFX Group and its launch of innovative products at AAPEX is a clear testament to its dedication to shaping the future of the automotive industry by embracing cutting-edge technology and consumer-driven solutions.