Recochem Unifies Its Portfolio of Brands as Performance Fluid Experts (PFX) Group
New identity reflects the evolution of the company as a worldwide industrial & mobility fluids innovator…
Recochem, a global manufacturer of automotive and functional fluid solutions, has announced it is bringing its portfolio of iconic brands together under a new name: Performance Fluid Experts (PFX) Group. This milestone initiative marks a new chapter for the company, showcasing its commitment to world-class innovation, trusted customer partnerships, and its role as a driving force in the industry, according to company officials in a press release.
PFX Group brings together a portfolio of brands that include Prestone, Adam’s Polishes, HD Expert, Holts, Diggers, OEM, Engine Ice, POR-15, Solvable and others. Long recognized across retail, industrial, eCommerce and distributor channels, the PFX Group family of products is known for their advanced technology, reliability and quality, noted the release.
“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,” said Jason Colwell, CEO of Recochem. “By unifying as PFX, we’re signaling not only our position as a trusted powerhouse but also our readiness to tackle tomorrow’s challenges with even greater focus and agility.”
Recochem Plans Smooth Transition to PFX Group
The transition to PFX Group is already underway and will gradually be reflected across materials, products and communications. During this period, existing business unit websites and social media channels will continue to operate. The company states that, while the brand name is evolving, the unwavering commitment to service excellence and product quality remains fully intact. For existing customers, nothing is changing from a day-to-day perspective. All current products, services and points of contact will remain unchanged during the transition.
“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,” said Colwell.
Recochem has been developing and distributing high-performance fluids since 1951. The company acquired Prestone in 2024. With 17 global manufacturing facilities and four research and development centers, PFX Group’s extensive operational footprint delivers solutions for automotive, industrial and household fluid applications.
“PFX Group is more than a name, it’s a commitment to meet the evolving needs of customers and industries,” said Colwell. “By embracing an inventive culture and change, we are well-positioned to lead the next era of advancement in fluid solutions.”
