WEPROGRESS by AutoMax: Exhibiting WEPRO Across Central Europe

The AutoMax Group is a leading distributor of automotive products in Central Europe. They have recently added the three WEPRO ranges to their catalogue — Specialties, Multipurpose Paint, and Water‑Based Paint — now reaching more than 50 points of sale.

The exceptional insight of Tomáš Polreich, Business Development Team Leader, brings us a little closer to the AutoMax universe and its connection with MTN through this engaging interview.

Could you introduce yourself and explain the role you play at Automax? 

I’m Tomáš Polreich, and I've spent my career mastering the retail and wholesale landscape. Whether it was hair care, insecticides, or automotive products, aerosol-based solutions have been a constant thread in my professional journey. I specialize in taking brands to the next level—from established market leaders to exciting newcomers. Currently, at AutoMax, I head the team responsible for the growth of our COYOTE brand and our international expansion. My department also ensures the full-scale production and manufacturing of private labels for our key partners. My main focus is now on identifying and launching new market opportunities, such as our current expansion across the Czech Republic, Slovakia, and Hungary.

Do you have any kind of connection with the automotive world or with another technical or DIY-related field outside of your job?

My strongest connection is in combining the practical with the useful. In the automotive field, this comes quite naturally. Using my car in everyday life is where my professional and personal worlds overlap — I effectively field-test our products and new formulations while also keeping an eye on the competition. As a DIY enthusiast, I would describe myself as a typical user. I enjoy repairing and modifying things using quality products, and like any DIY-oriented person, I prefer to understand how products work, where and how to use them, and ultimately achieve reliable, long-lasting results.I finally won’t be able to make any more excuses about the garden fence, now that I have these high-quality paints at my disposal! :-)

What do you think makes your geographical market special, something we don’t find in other markets, as far as you know?

What truly sets the Czech, Slovak, and Hungarian markets apart is the deep-rooted DIY tradition combined with a high level of technical pragmatism. People here aren't just looking for a product; they are looking for a result they can be proud of. While these markets share a common history of 'self-reliance' and home improvement, there are nuances. In the Czech Republic, we see a very mature retail landscape with customers who are highly demanding regarding technical specifications and 'value for money.' Slovakia follows a similar trend but often shows even quicker adoption of premium innovations. Hungary, on the other hand, is a very dynamic market where visual presentation and brand loyalty play a massive role. Across all three, there is one unique common denominator: a shift from 'cheapest available' to 'professional quality for home use.' Our customers are becoming more sophisticated—they want s that offer professional results, but are easy enough to use for a weekend project in the garden or garage. This makes it the perfect timing for our expansion.

How did you discover MTN and the WEPRO line?

We were directly approached by Mauri from MTN at a time when we were looking to strategically expand our assortment. Our goal was twofold: to strengthen our core automotive business and, simultaneously, to become biger partner for customers in segments like paint & hardware stores and drugstores. The WEPRO line, with its specialized automotive products and broader DIY appeal, was the perfect fit to complement our existing range of technical spraysfelt like the missing piece of the puzzle. During our discussions, it became clear that MTN shares our DNA—they are passionate about what they do and build the WEPRO brand on the same pillars we value: premium quality, user-friendliness, and a fair price-to-performance ratio.Beyond the technical specs, what really sold us was the people behind the brand. Their commitment to quality and passion for the business mirrors how we build our own brands and represent our partners in the region. Once we saw this alignment in values, we knew we had found exactly what we were looking for.

A product that caught your attention.

The first thing that struck me was the clean, elegant design and how effectively the pictograms guide the user. But looking closer, I fell in love with the attention to detail—specifically the realistic color representation on every can. For a perfectionist like me, that was a real selling point.What later confirmed my enthusiasm was the efficiency of the solvent-based paints. Achieving a coverage of over 4 square meters per can is a game-changer. I value sustainability, and being able to do more with less waste is a huge plus. I also like water-based paints because they are environmentally friendly. As for a specific product, the Mirror Effect spray and Marble Effect are simply magical. They are a niche product, perhaps not a daily bestseller, but it has a massive 'wow factor' that everyone should experience for themselves

Something you didn’t know about MTN that surprised you.

Since I was new to the world of MTN, everything felt like a surprise at first. However, the real 'aha!' moment came when I realized just how much thequality of the tool matters. As a casual user, I had no idea that spray painting could be so precise and offer such a wide range of applications. It completely changed my perspective on what you can achieve with a single can—moving from simple DIY fixes to professional-level results.

What is the future of the automotive world?

I see the future as a blend of high-tech efficiency and personal freedom. While electromobility is undoubtedly the dominant trend for urban commuting and fleet solutions, I believe the future lies in a mix of technologies—including hydrogen and synthetic fuels for long-haul transport. We are also seeing a major shift towards car-sharing and 'mobility as a service,' which will change how we maintain vehicles. However, I am convinced that the desire for individual mobility is deeply rooted in human nature. People will always value the freedom of moving on their own terms. Whether it's an electric car, a shared vehicle, or a future alternative, cars aren't disappearing—they are simply evolving to be smarter and cleaner. Our job is to ensure that no matter what powers them, they remain in top condition and represent the personality of those who use them.