New AD Chemicals GmbH strengthens local service and technical support for Germany. AD Chemicals has established AD Chemicals GmbH as its German sales office in Emmerich am Rhein. With the new entity, the company aims to provide customers in Germany with shorter response times, local market access, and closer technical support for chemical surface treatment of metals. The launch is part of AD International’s continued expansion in Europe in 2026.

AD Chemicals GmbH will serve customers across key segments including General Industry (steel), Aluminium Finishing & Anodising, Hot-Dip Galvanizing, and the Coil, Tube & Wire industry. The portfolio covers applications for aluminum, galvanized steel, steel, and multi-metal substrates. By building a local presence, AD Chemicals intends to support German customers more directly in process optimization, product selection, and implementation, with a focus on operational stability and measurable efficiency.

According to the company, its portfolio centers on future-proof pretreatment and passivation technologies, combined with application support to help reduce energy, water and chemical use and to lower maintenance effort through fewer bath changes and cleaning cycles. AD Chemicals positions this approach in line with industrial sustainability targets and policy direction in Europe, including the EU Green Deal. The company says its pretreatment systems are designed as an alternative to conventional multi-step processes, with a focus on corrosion protection and paint adhesion. One example is MM31®, a one-step pretreatment technology that combines cleaning, degreasing and conversion coating in a single process step.

Tobias Fischer, Sales Manager, AD Chemicals GmbH, says: “‘Das haben wir schon immer so gemacht’ is one of the most expensive sentences in purchasing. Decisions made out of habit can feel safe, but they are not always the best option. When companies take a closer look at alternatives, they often find better performance, more robust supply, and more economical solutions.”

AD Chemicals also references alignment with international requirements and frameworks used in the market, including Qualicoat, QualiMarine, Qualanod, GSB, Qualisteelcoat, NACE/FROSIO, and MIL.

Contact

Roland Schellen, Marketing & Business Development Manager, AD International

Stadtweide 17, 46446 Emmerich am Rhein, Germany

r.schellen@adinternationalbv.com

+31 (0)6 151 916 32