Recochem, a manufacturer of transportation fluids, is uniting its portfolio of brands under a new name: Performance Fluid Experts (PFX) Group.
The 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, the company stated.
PFX brings together Prestone, Adam’s Polishes, HD Expert, Holts, Diggers, OEM, Engine Ice, POR-15, Solvable, and other brands known for their advanced technology, reliability, and quality.
“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,” Recochem CEO Jason Colwell said in a news release. “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.”
The transition to PFX already is 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 reported. 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,” Colwell maintained.
Recochem has been developing and distributing high-performance fluids since 1951. The integration of Prestone, acquired in 2024, solidified the company’s position as a vertically integrated expert in fluid technologies. With 17 global manufacturing facilities and four research and development centers, PFX’s extensive operational footprint delivers advanced solutions across a full spectrum of 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,” Colwell concluded. “By embracing an inventive culture and change, we are well positioned to lead the next era of advancement in fluid solutions.”