The Simoniz Company came into being in 1910. The company was created by George Simons, who developed a cleaner and a carnauba wax product for car finishes. Along with Elmer Rich of the Great Northern Railway, the two organized the Simons Manufacturing Company. In 1912, Mr. Rich and his brother, R.J. Rich, acquired full ownership. They changed the name of the firm to Simoniz Company and located the first office and backroom factory at 2121 South Michigan Avenue in Chicago which was at the time was known as "Automobile Row". Elmer Rich used the prominence of radio to promote his product with the slogan "Motorists Wise, Simoniz".