Our story
Built from a love of cars.
Auto Elite UK was founded in 2026 by George Townsend, born from a lifelong passion for cars.
Where it started
A lifelong passion.
For George, that passion started early. From watching his family restore classic cars, to going on drives in his Dad’s RS Turbo, cars have always been a big part of his life. When he finally passed his driving test, his first car was a Toyota Yaris he called Nelly.
Alongside building and working within his own businesses, George’s love of cars has remained a constant. In 2026, that passion led to the launch of Auto Elite UK, his own professional detailing hub.
But George wanted to take things further. After becoming frustrated with relying on other people’s products, he decided to create his own range of car care products - products designed around what car enthusiasts actually want.
Founded in 2026
By George Townsend.
First car: Nelly
A Toyota Yaris.
Seven months
Of research, testing and design.
A message from George
Thank you.
“I’m so grateful to everyone who purchases our products. I honestly can’t stress how many hours have gone into building this brand. We’re incredibly excited to see you use the products, share your results on social media and, most importantly, become part of the Auto Elite community.
When I passed my driving test, all I could think about was my car. The shifts at work seemed to go on forever while I was daydreaming about driving home, giving my mates lifts and keeping my car immaculate.
Ten years on, having my own car care product range is genuinely a dream come true.
Thank you for supporting Auto Elite UK. We can’t wait to show you what comes next.
Safe driving, and thanks again!”
George Townsend
Founder, Auto Elite UK
The You’re Fired! Range
Made with car lovers in mind.
Seven months of research, communication, testing and design went into creating our first collection: the You’re Fired! Range. With the Mother Trucker range also coming soon, this is just the beginning of what we hope will become a much bigger collection of products for people who genuinely love their cars.
Every product has been designed with car lovers in mind. From our thick, grape-scented pH-neutral snow foam, to our interior and trim cleaner with a fresh new-car fragrance, and our apple-scented wheel cleaner — we wanted products that not only perform, but are enjoyable to use.
Wheel cleaner
You’re Fired
Our apple-scented wheel cleaner.
Snow foam
No Days Off!
Our thick, grape-scented pH-neutral snow foam.
Interior & trim cleaner
P45
Our interior and trim cleaner with a fresh new-car fragrance.
We believe looking after your car should feel less like a chore and more like something you actually look forward to.
Ready when you are
Work on your car, instead.
Shop the Auto Elite range, or get in touch with George and the team with any questions about your car or our products.