At Autopromotec 2025, Fra-Ber S.R.L. reaffirmed its place at the forefront of the car care industry, showcasing its hallmark blend of Italian craftsmanship, cutting edge innovation, and long-term vision. Since its founding in 1992 by Franco Berton, the company has grown from a family-run business into a global brand, exporting to over 70 countries with a strategic focus on premium car wash and detailing FRA-BER solutions.
“We are a family company. The name Fra-Ber comes from our founder, Franco Berton. Today, 70% of our turnover comes from export markets, and our positioning is medium to high, focused on delivering the best value for money,” said Nicola Ravelli, Sales Supervisor at Fra-Ber.
Expanding Through Car Wash, Hobby, and Detailing Lines Fra-Ber’s booth at Autopromotec featured three key business lines: its Professional Car wash products, the consumer-facing Hobby Line, and the expanding Innova car detailing range. While detailing remains a smaller segment for the company, it represents an area of significant investment and growth.
“Detailing is still a niche, but it’s growing. Our core remains professional car wash products. The key is always performance—in cleaning, washing, and especially protection. Customers demand flawless results, and we are here to exceed those expectations,” he explained.
Fra-Ber’s strength lies not only in its products but in the full-service solutions it offers to business partners. The company emphasizes research and development as a pillar of its operation, with a proprietary in-house lab driving product innovation—from enzymatic formulas to VDA-compliant cleaning agents.
“We don’t just sell products; we offer turnkey solutions. Our R&D is a core advantage. Every step—from formulation to packaging—is managed internally. That ensures quality, but also gives us the flexibility to innovate quickly,” he said.
Sustainability Through Science: The EvoEnzymes Advantage
Sustainability is deeply embedded in Fra-Ber’s product philosophy, and nowhere is this more evident than in its patented EvoEnzymes line. Designed with environmental responsibility in mind, EvoEnzymes products harness the natural cleaning power of enzymes and active micro-organisms to deliver exceptional results at low temperatures—reducing energy consumption while maintaining top-tier performance. These formulas are completely biodegradable, free from EDTA, NTA, phosphorous, and sodium hydroxide, and based on plant-derived surfactants.
Beyond their eco-friendly composition, EvoEnzymes products actively support water purification systems, reduce algae build-up in car wash equipment, and contribute to safer conditions for both users and the surfaces treated. It’s a line that reflects Fra-Ber’s commitment to developing high-performance solutions that are as kind to the planet as they are effective on vehicles.
Made in Italy with a Family Spirit
What sets Fra-Ber apart is its commitment to Italian-made excellence, from the chemistry inside the bottles to the aesthetics of the labels. The company blends industrial structure with a family ethos, enabling it to maintain strong human relationships alongside technical precision.
“We’re a modern and structured company, but we’ve kept our family DNA. Relationships matter. We’re also proud to be young—the average age in our company is around 35–38. The second generation is stepping in, and that brings fresh energy and long-term stability,” he noted.
Despite operating in a fiercely competitive global market, Fra-Ber is clear on its identity. Maintaining a medium-high brand positioning is central to its strategy—balancing ambition with realism and long term coherence.
“In this market, it’s crucial to stay coherent. We can’t go too low in price or too high in exclusivity—we’d risk losing opportunities on both sides. Staying true to our position allows us to compete effectively while preserving our brand value,” he said.
A Fresh Start in India
One market that continues to capture Fra-Ber’s attention is India. While past efforts yielded mixed results due to challenges, the company has recently partnered with a new local Importer, Divine Trade Link, sparking renewed optimism.
“We believe in the Indian market. Our past experiences were only partially successful—we didn’t find the right partner. But now with Divine Trade, we have a serious, motivated team representing us. We’re very hopeful for what’s next,” he shared.
Fra-Ber aims to re-enter the Indian market with a stable foundation and clear strategy, emphasizing organic growth rather than rapid expansion. As markets evolve rapidly—especially post-COVID—the company remains cautiously optimistic.
Organic Growth with Stability
“The world has changed more in the last five years than in the previous ten. So we have to be ambitious but also realistic. We prefer to grow organically, step by step, without burning stages. That’s how we ensure long-term success,” he said.
Fra-Ber’s story is one of passion, innovation, and resilience—anchored in tradition, but future-facing. Whether through its patented EvoEnzymes line or its design-forward packaging, the company embodies what “Made in Italy” truly means in today’s automotive care landscape: quality, ingenuity, and enduring value.
