It’s that time of year again… SEMA here we come!

Concept Chemicals brands at the SEMA 2022 show

Sema Show 2023

The SEMA trade show (Specialty Equipment Market Association) in Las Vegas is over 2 million square feet of exhibition space, features and attractions. It covers all aspects of automotive products and services from simple accessories and performance styling right through to chassis and “crate” engines – and absolutely everything in between.

This year two of Concept’s brands Surf-ACE and Zirconite are both appearing at the show from
Tue, 31 Oct 2023 – Fri, 3 Nov 2023, each with a separate stand in the appropriate halls.

Surf-ACE will be exhibiting at Booth 12763
And Zirconite at Booth 51271

Come and visit! SEMA is not just for American visitors, trade attendees (of over 161,000 last year) from around world seek out new and exciting and profitable products for their own markets.

Zirconite will be exhibiting the whole range of surface protection coatings and aftercare on offer, including the ZG-365 Graphene Infused Coating, created in the spiritual home of graphene – Manchester.

Surf-ACE Compounds are the star of the show on Booth 12763 and includes the renowned XTRA range featuring DRA™ technology – now in handy 250ml pack sizes.

Whether you are looking for coatings or compounds to expand your portfolio of fabulous products SEMA is definitely worth the visit.

Zirconite Aftercare Range

The Zirconite Aftercare range of products

A complete range of aftercare products with the same superb quality as Zirconite Coatings.

From wheel cleaner to leather care, Zirconite aftercare products help maintain the quality of finish you expect.

Now the enthusiast detailer who wants to use the “Choice of the Professionals” can have access to a range of industry leading, quality products, with full confidence in a programme that delivers professional performance for excellence: speed, ease of use, versatility, durability and quality of finish.

Zirconite products have been designed to work under the pressure of time to deliver results 1st time, every time!

Acclaimed around the world and chosen by motor manufacturers, vehicle import centres, major P.D.I. preparation centres, car valeting and detailing companies, franchise car dealers, bodyshops, and major Formula 1 racing teams the Zirconite aftercare range is available to the detailer … ‘who is in the know’!

In the cleaning, polishing and detailing world of Zirconite, speed, performance and total image count for everything.

Check out the whole aftercare range on the dedicated Zirconite website:

Unusual uses for Concept products: Surfboard finishing!

Polishing a surfboards with Surf-ACE P-12-Xtra

The Concept brands distributor in South Africa got an unusual call recently. The caller asked them if they had anything that could suitably finish surfboards?

After a few technical questions in regard to paint techniques and finishes it was suggested, by the distributor technical support team, that they try Surf-ACE Compounds – in fact, our distributor volunteered to provide a full demo to back up their claim that the perfect products were available in the Surf-ACE range.

To back up a little – the surfboards are first painted then clear lacquered. Naturally, surfboards require an extremely smooth finish to work at their best, so they are first wet sanded with varying grades of grit paper which leaves plenty of (albeit fine) scratches.

The next thing our distributor showed the customer is how well Surf-ACE P-12 XTRA removed these scratches with minimal effort. The results were great – but there’s even more!

To “final finish” the boards Surf-ACE all-in-one compound was used straight after P1-12 Xtra, providing a glass-smooth, mirror like finish that both enhances board performance and desirability.

After the demonstration the company immediately placed and order for Surf-ACE – they were that impressed with the results.

Final polishing a surfboard with Surf-ACE compounds

Concept Chemicals Masters the USA!

Zirconite and Surf-ACE products making inroads in the USA

Starting in January 2022 Concept Chemicals attended various trade shows in the USA to test the market for its products.

Bringing two of its’ brands, Zirconite and Surf-ACE, to SEMA as the first Trade Show, was a great opener and created major interest in the market.

America is a big, big place and just one incredible show wasn’t going to do it for the Concept brands. Did you know that there are 11 states that are bigger than Great Britain – for example Texas is 2.7 times bigger than England Scotland Wales and Northern Ireland put together!!

So, Concept attended more and more shows across various parts of the country bringing the news to a wider audience.

Now, just over a year later, Concept has now set up fantastic importer ZIRCONITE AMERICA and is getting rave reviews about the products on sale in the USA.

ZIRCONITE - Being designed, formulated and manufactured in Britain, American end-users really appreciate the level of quality that goes into every product.

Have you seen this new Surf-ACE Compound 100gm trial pack?

Surf-ACE trial pack contains P-12 Xtra and P-40 XTRA

Yes, we’ve said it before and we’ll say it again…
Surf-ACE Compounds are the ultimate paint rectification combination whether your sector is automotive, marine, aero or industry.

Now, unless you use a Surf-ACE Compound, how will you know?

Don’t just trust us and the fabulous customer feedback we get. Try them yourself.

We’ve packaged two “trial-size” (100gm) bottles of Surf-ACE Compounds so you can get your hands on the product and see for yourself.

P-12 XTRA is a heavy-cut compound that quickly and easily removes paintwork/gelcoat imperfections and heavy oxidisation in the shortest time, delivering a unique depth of gloss and mirror like finish.

P-40XTRA Ultra-fine finishing glaze is engineered for final finish polishing to remove holograms, swirls and light defects.

Now, whether you compound cars, boats, planes or furniture, you have no excuse to see for yourself how fabulous Surf-ACE compound really are.

Ask your distributor for a trial pack – If you don’t know or have a distributor contact us here and we’ll let you know where your nearest one is.

Surf-ACE sample box showing contents and leaflet

Read the data sheets for P-12 Xtra compound here and for P-40 Xtra here

Order code for the trial pack: #70000EU

Zirconite ZG-365 - Graphene-infused Sprayable Automotive Protective Coating

Zirconite ZG-365 in action

Delivering 365 days’ protection against dirt, grime and weathering, ZIRCONITE ZG-365 can be used on paintwork and other hard surfaces, such as plastic trims and wheels, offering effortless maintenance to keep them in pristine condition.

The product has been developed in collaboration with The University of Manchester’s Graphene Engineering Innovation Centre (GEIC) (, renowned for its pioneering work in the research and development of graphene for commercial applications.

Concept Chemicals engaged with the University through the GEIC’s Bridging the Gap scheme [], an EU-funded programme that provides support for businesses in the Greater Manchester area to develop innovative products using graphene and other so-called 2D materials.

ZIRCONITE ZG-365’s graphene-infused formulation provides an exceptionally high-slip gloss finish when applied to a vehicle’s exterior surfaces, helping to maintain and enhance the dramatic and magical ‘Lotus-Leaf’ water beading effect; repelling water and dirt build up.

At just one atom thick, graphene possesses material qualities and characteristics unmatched by any other material, including super-high strength (200 times stronger than steel), light weight and transparency.
Zirconite ZG-365 simply mists on and buffs off to leave a tough, gloss finish, with the coating rapidly curing to form a strong chemical bond to automotive paintwork and other hard substrates.

Used as a standalone coating or as a “booster” spray for other Zirconite coatings, ZG-365 is quick and easy to use for both the professional and enthusiast.
Zirconite ZG-365 can be layered within 3 mins of original application to further boost scratch and abrasion resistance.

Available in a 200ml (6.76 fl.oz.) eco-friendly, non-pressurized spray dispenser, Zirconite ZG-365 can be used to coat and protect several cars.

Check out the data sheet here

Brand merchandise – be part of the team!

Concept merchandise brochure

Just some of the Concept merchandise available

There are lots of reasons people wear branded clothing and use merchandise:

To show your love for the product.

Because the merchandise works and is cost-effective.

Because, sometimes, it’s free.

Often, it’s to show people you are part of an ever growing professional “Team”.

Whatever the reason, now’s your opportunity to ask your distributor for some of Concept Chemicals merchandise available in all four fabulous brands.

From beanies and polos, right through to coasters and tote bags.

Download the brochure from here to see what’s available.

Wear the brands you use with pride.




Unusual uses for Concept products: Wind turbine blade cleaning

Huge wind turbine blades

Why would one want to clean wind turbine blades?
They are out in the in open air, they get rained on, they have “slippery” surfaces.

Surely they don’t get that dirty?

Well, they do, and cleaning them regularly is all in the name of efficiency and recovering lost energy output.

One of the issues is dust accumulation causing roughness of the blade surface, resulting in power loss. Another one is industrial fallout/iron deposits. Not obvious but think about it… industrial fall-out can be carried for miles from the source and turbines are tall things meant to catch the wind and, as a consequence, the stuff it carries along.

A wind turbine blade cleaning company (yep, there are such things – who knew) was looking for a product that would help clean the blades and get rid of industrial fall-out efficiently.

We like to think he was having a chat in the pub to some friends and mentioned the problem to them – one of whom was a Concept Chemicals user and recommended he try Indigo-10. (Our paintwork & exterior de-contaminant/fallout remover which is pH neutral, acid free, non-caustic and is multi-surface safe - being able to be used on all vehicle exterior surfaces such as paintwork, plastics, glass, chrome etc.)

However he actually found out about it, his company tried the product and was totally sold on its performance.

Available in 5L, 25L AND 200Litre drums (for those, you know, big jobs…)

Check out the data sheet : Just click on these blue words.

XPERT-60 Liquid Shield helps cable cars survive harsh working environments.

An Alps based world-class cable car gondola manufacturer and installer, recently introduced a further step in its highly specialised gondola refurbishment and maintenance programme.

That extra step is an application of Xpert-60 Liquid Shield to refurbished and repainted gondola surfaces.

You might think alpine cable-car gondolas have an easy time of it – just trundling up and down all day in nice weather (after all, they are not in use when conditions are severe).

But you’d be wrong.

Not only are they exposed to extremes of temperature - baking harsh sun with harmful UV rays not filtered out by the thinner atmosphere at altitude. They also have to endure night temperatures that plummet well below zero degrees - and that’s in good weather. When the weather gets nasty things only get worse for the gondolas…whirling snowstorms throw dust, dirt and icicle sharp particles against glistening paintwork reducing the overall length of time gondolas look pristine.

Naturally, the gondolas get cleaned regularly but, in reality, that only makes things worse. All that accumulated dirt and dust gets ground into the paint, acting like sandpaper – no matter how careful they are.

After exhaustive tests instigated by Concepts distributor, the company decided the application of XPERT-60 Liquid Shield provide a true barrier against the elements, extending the in-work life of the gondolas they produce.

Not only does Xpert-60 Liquid Shield help slow down the degradation of paintwork by UV rays, the nano-barrier it creates also aids in maintenance cleaning by not allowing dirt and other debris to stick in the first place. Xpert-60 Liquid Shield is used on the whole gondola: paintwork, glass and plastics to provide long-term protection from “environmentally” originated damage

As it is extremely simple in application, the company has now incorporated Xpert-60 Liquid Shield as part of its customer delivery process.

Concept Chemicals Brands on YouTube!

Want hints and tips on how to use Concepts’ various brands products to the best effect?
Want to know how Surf-ACE compounds compare to the market competition? Need to know how to remove graffiti from a car? Need training on how to apply Nano Glaze? Want to know how to clean a classic car engine?

Click these blue words and go to Concept Chemicals YouTube channel. You’ll get all of the above, and plenty more!

Updated regularly, there’s always something of interest whether you are a bodyshop professional, apply ceramic coating, clean cars for a living or are simply really, really interested and a bit of a “detailing nerd” – just like we are!

And, after you’ve watched the videos, are very impressed with the various products and want to buy some, but don’t know where from, contact us here, and we’ll let you know where your nearest distributor is.