World Leading Licensee – Growing Brand Ambitions in the Car Care Industry

Established in 2004, Ultimotive is a world leading licensee operating on a global scale within the car care sector. We are experts in growing ambitious brands in the automotive industry.

As specialists in servicing this continually expanding market place, Ultimotive has driven growth for the brands it represents including, Williams Racing™, Turtle Wax®, Moto GP™, Stayzon™, and its recently launched own brand Caiman, by creating high quality products for distribution through their worldwide network.

Founded on a basis of outstanding customer service and innovation, Ultimotive enables brands to capitalise on new opportunities, safe in the knowledge that the ordering, distribution and branding of their products will all be taken care of by a team of experts. Ultimotive’s support doesn’t stop there, with a keen interest in research and new product development the company is able to ensure that the brands it represents can always meet expanding customer needs with exceptional products.

Ultimotive is committed to the highest standard of quality and service and hold ISO9001 certification to ensure that we maintain these standards.


The growth of the company has not diluted the family values at its core. Managing Director Andy Smith maintains all the enthusiasm that started the company over a decade ago. With his wife Lynn adding her logistics expertise and daughter Jemma her experience as finance director Ultimotive ensures the customer is handled not only professionally but with a personal touch. The key staff are so much more than that with Operations Director Philippa Evans being at the company for 10 years and Alex Youngs coming board as General Sales Director focusing on international sales in 2015.


Whilst the success of Ultimotive was initially built upon UK sales, exporting worldwide has been key in its continued growth. Having the foresight to explore the global marketplace via agents and a dedicated sales force will ensure Ultimotive thrives. Exciting international brands, the expertise of an international sales director and a professional exporting team combine to excel in a developing and challenging marketplace.


The headquarters incorporates a 10,000 sq ft warehouse in Colchester from which Ultimotive export directly to Europe and beyond. The dedication and expertise of those within the company ensure that. Ultimotive excels from inception to delivery. A streamlined management structure means that the relevant member of the team is always accessible to the customer whether that be sales, marketing, design or a member of the fully trained distribution department who handle all forms of paperwork including sea and air freight and associated Dangerous Goods legal requirements.


Demand for Ultimotive’s products in the Middle East has increased dramatically since 2015. Demand is extremely high in the Middle East for car care products which can cope with extreme environments and the company is committed to formulating products that can meet the demands of these particular climates and market places. In order to facilitate this growth Ultimotive is investigating opening a regional distribution and bottling centre, from which products manufactured in the UK will be distributed to customers.


Export sales to Australia have increased rapidly as a result of opening a direct sales subsidiary, due to the start of the Michelin contract and the growing awareness of the Caiman brand.


Over the last five years, Ultimotive has experienced continual and impressive export growth due to its agile, innovative and proactive approach to business.

Ultimotive is certified to the ISO 9001:2015 international standard for quality management.

This standard is based on a number of quality management principles including a strong customer focus, the motivation and implication of top management, the process approach and continual improvement. There are 7 key principles:

Customer focus

The company must demonstrate that they are driven by a desire to meet their customers’ needs and meet specific goals to achieve high levels of customer satisfaction.


Commitment must come from the highest levels of management to achieve the objectives of the standard.

Engagement of people

The company’s objectives must be clearly conveyed and embraced by stakeholders, employees and partners.

Process approach

Procedures and systems are in place to achieve consistent and predictable results through a clear understanding and management of every process.


Through a detailed review and understanding of any non-conformances or complaints, management identify specific improvements to the system to prevent recurrence.

Evidence-based decision making

Management reviews are presented with detailed analysis of company performance leading to informed decision making.

Relationship management

Recognising that successful businesses manage their key relationships on a partnership basis, working with suppliers and customers to achieve win/win situations.

Ultimotive is committed to these principles and the company is externally audited by a certified body on an annual basis to ensure that our systems and processes meet the required standard.

We are proud to hold the ISO 9001:2015 standard, demonstrating our commitment to providing first-class products and service to our customers and a strong and stable business for our stakeholders.

Award Winning

Ultimotive are proud to have achieved the following awards.


Established In 2004

Ultimotive was founded by Managing Director Andy Smith. Andy had been working at a director level for key players in the automotive industry but believed he could utilise his expertise and extensive list of contacts to offer global brands a more focused route to market. There were certainly no guarantees, he set up office in his garage outside of his home but whilst his origins may have been humble his ambitions were aimed far higher!

Our Global Brands

We are very proud to be working with our prestigious clients..