Exporting High-End Shine

Automotive company goes global

SBA-backed export assistance expands the horizons for automotive company

AutoRenu, based in New Albany, Indiana, manufactures high‑quality vehicle care chemistry, tools, and service solutions designed to elevate the ownership experience for cars, boats, and recreational vehicles alike. Their products support major OEMs and dealership groups, including Ford, GM, Toyota, and Tesla—proof that this is far beyond what you’ll find on big‑box retail shelves. 

Founded in 1988 by Edwin Wooley and rebranded as AutoRenu in 2016, the company steadily built a reputation for premium performance. For years, Ed focused primarily on serving the Canadian market. That steady strategy shifted in 2021, when his son, Bryce Wooley, joined the company and quickly identified untapped global potential. Ed backed Bryce’s vision and encouraged him to push the business further.

In 2024, Bryce and AutoRenu’s head of business development enrolled in the SBA-backed Indiana Export Accelerator Program, where they gained the tools and insight needed to position AutoRenu’s products in international markets—places where customers seek out the kind of specialized shine and professional‑grade application accessories the company is known for.

Ed’s confidence in Bryce, combined with their investment in SBA‑supported export training, is now translating into real growth. AutoRenu is expanding into South Korea and Mexico, with Brazil next on the horizon.  Their success also garnered the company state-wide recognition, when they won a coveted National Small Business Week Award – 2026 SBA Indiana Exporter of the Year.

For more information on SBA programs, loans, and manufacturing initiatives, visit Indiana.

This article does not constitute or imply an endorsement by the SBA of any opinions, products, or services of any private individual or entity.