In Korea they prefer strawberries!
The staff at Ultimotive Ltd in Colchester were celebrating at the end of August when it was announced that the company had filed their application for the Queens Award for International Trade 2019. To even be eligible for submitting the application, the team at Ultimotive had to spend years understanding the complex requirements of consumers from the Far and Middle East as well as Europe.
To enter the South Korean market the business had to develop specific new products. The market trend for car care products in the region is for highly scented (strawberry) and coloured car wash products that produce voluminous pink foam. Ultimotive worked closely with the client to create a specific product range that met these exacting specifications.
The varying climactic conditions of each country requires products to protect cars against different factors, whilst leaving the desired finish. Many European countries, for example, need products that stand up to rain, mud and road dirt on car exteriors, whilst leaving a matte finish on the interiors. In the desert conditions of the Middle East, lifting dust and sand without scratching paintwork and leaving a shine on interior surfaces become vital.
Despite these challenges the business increased its export sales by 391% over a 3 year period.
Good luck to everyone at Ultimotive. They deserve to win this prestigious award.
If you would like to enter The Queen’s Award for 2019, click here.