Our Story

Making 'Em Shine Since '99

Established in 1999, we started our journey into car care as a man, van, and a passion for clean, shiny cars.


The Beginning

Auto Finesse as a company began cleaning cars in the simplest sense. Founded by James Batty in 1999 and originally named JB's Valeting, the business started out as a humble mobile valeting service for Herts and Essex. In 2005 JB's Valeting was rebranded to Auto Finesse to coincide with the companies move to more in-depth detailing services being offered.


Product Range Launched

The first detailing products in the range were launched in Spring 2011, with 7 products covering the basics. Initially created to be a leave behind and side sale to the customers who were having vehicles detailed with us. Since its launch in 2011 the range has continually developed and 7 products soon turned to 10-12 and onwards to include detailing products such as accessories and microfibre lines.


Global Distribution

As the product range and brand expanded the company began to gather attention from Europe, Asia and the United States. With the addition of Auto Finesse Thailand, Mexico, Australia as the range developed and the brand became a house hold name among car enthusiasts worldwide.


Company Expansion

In 2017 Auto Finesse moved into a new 12,000 sqf facility in order to keep up with market demand, producing an average 3968 products per day.


Halford Stocks Range

The range hit Halfords retail shelves in 2018 and an explosion of brand awareness and shelf space followed, the range was now being stocked at over 1000 locations including Euro Car Parts and Halfords stores in the UK.


The Academy Opens Its Doors

Built to serve the needs of both the enthusiast and professional detailer, the Auto Finesse Detailing Academy opened its doors in 2019, an Aladdin's cave for detailers and home to our flagship store, it hosts a range of services and courses tailored around enthusiasts and professionals needs.


Demand Fuels Growth & Expansion

2020 saw Auto Finesse expand again into a new state-of-the-art manufacturing & distribution centre in Harlow, Essex which will serves as our global headquarters for the foreseeable future to keep up with demand from the UK Europe & Asia.


Pop Up 1973 Airstream Land Yacht

2021 saw us go on a European tour with our newly built custom pop up store made from an original Airstream. Visiting, Poland, Germany, Austria and Belgium. Well if you're going to build a world-Class mobile Pop-up shop, why not do it in style.


Product Range Expands Again

2022 saw a further dozen detailing products added to the range, filling out what is already a comprehensive range ensuring Auto Finesse is a one stop brand for fans.


Auto Finesse USA Officially Lands

Bold expansion of the Auto Finesse Family into the US - with the goal to simply better serve the millions of detailing enthusiasts and professionals across the pond.


The First Orders Leave Our New German Hub

2024 see the launch our dedicated European website, and the first orders leave The AF European Distribution Centre in Germany.