Detailing refers to the process of maintaining and managing a vehicle, and in recent times, it has come to mean ‘self-car washing.’ Detailing emerged in the early 1900s alongside the automotive industry, and in the 1980s, as the ‘my car’ era began, it became a popular hobby as well as a growing industry. Initially developed in countries like the United Kingdom, the United States, and Japan, detailing gained widespread popularity in Korea during the COVID-19 pandemic.
Fireball, a company specializing in detailing products, was founded by CEO Jang Jin-hyuk in 2015 and made a striking debut with its detailing brand ‘FIREBALL.’ The brand made a significant impact on the industry as soon as it appeared. Its beautiful colors, unique fragrances, and user-friendly products captivated the ‘car wash addicts’ who found themselves hooked. Fireball’s success can be attributed to its continuous communication with consumers, holding events like ‘Homecoming Day,’ where customers were invited to the company, and operating a YouTube channel to interact directly with its audience.
Fireball is a subsidiary of Daelim, a chemical company led by CEO Jang Sung-gil, which specializes in developing and distributing optical coatings and other cleaning agents. Fireball built its product lineup using in-house technology, including coating products, snow foams, car shampoos, glass cleaners, waxes, polishes, wheel cleaners, and paint cleaners. The existing ‘Fireball’ brand has been elevated as a premium line, while a cost-effective brand called ‘BINDER’ was launched to cater to a more budget-conscious audience.
Fireball has been praised for its performance and appeal, particularly by detailing professionals working on foreign imports or supercars in detailing studios or professional car wash facilities. The 'BINDER' brand has become known as a great value-for-money choice for detailing enthusiasts and beginners who enjoy car washing as a hobby.
CEO Jang Jin-hyuk’s belief in considering both environmental impact and the health of drivers has been a driving force in product development. Fireball focuses on eco-friendliness, avoiding the use of harsh, alkaline ingredients that could corrode vehicles, and instead producing neutral products that resonate with consumers.
Fireball has actively participated in global exhibitions, starting with the world’s largest automotive product exhibition, the 2022 SEMA Show, through the Export Voucher program. In the following year, Fireball also took part in the 2023 SEMA Show held in Las Vegas, where they showcased their range of products, from solid waxes to glass coatings, in a prominent booth. CEO Jang drew significant attention by hosting events where he personally demonstrated the use of Fireball’s products, receiving positive feedback from attendees. Fireball achieved satisfactory results at the exhibition. A Polish buyer who runs a detailing shop expressed satisfaction with the on-site demonstrations and agreed to import $60,000 worth of ceramic coatings by February of this year. A Japanese buyer was particularly impressed by the water wax’s excellent water repellency and beading properties and proposed an initial order of $120,000, along with a plan to distribute the ‘Fireball’ brand locally.
Compared to two years ago, when Fireball expressed its vision of expanding exports and becoming a ‘global top-tier’ brand, the company has since achieved considerable success, with 40% of its total sales now coming from overseas. Fireball’s exports grew from $708,900 in 2022 to $1,456,400 in 2023, more than doubling. The ‘Fireball’ brand is now regarded as having a global standing that rivals any other brand in the industry. CEO Jang stated, “This year, we plan to expand into new markets that we hadn’t previously explored, such as South Africa, Mexico, and Mongolia.”
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