Brand story

Madin: from passion to mission

make it a better place.

Madin was born in Vietnam in 2014 making automotive additives. We grew quickly, and within a decade became a leading additive brand across Southeast Asia. Our first identity — a golden star racing forward — captured that era: a Vietnamese product accelerating, hungry, on the rise.

By 2025 our products reach more than 20 countries on every continent. Madin is no longer a company in a hurry to arrive — it has arrived, as a multinational. So we repositioned around what comes next: not just speed, but sustainable growth. The star stayed, but matured — from a flying emblem into a five-sided star rendered in technology green, the color of a future we intend to build responsibly.

From a star in a hurry
to a world worth slowing down for.

AdBlue® By Madin production and distribution
Made in Vietnam — engineered for the worldProducts in 20+ countries on every continent
800+Points of sale
1,700+Points of use
95%Car companies using Madin
10,000+Clients
Purpose, vision & mission

Why Madin exists — and where it is going

01

PURPOSE

To make it a better place — keeping the world’s engines cooler, cleaner and longer-lasting, so mobility nourishes the planet instead of depleting it.

02

VISION

To be the trusted green-chemistry partner for mobility on every continent — proof that a Vietnamese brand can meet the world’s highest standards.

03

MISSION

To engineer automotive fluids to global standards while circulating value back into a greener economy and society.

Brand positioning

For operators and manufacturers who refuse to choose between performance and responsibility, Madin is the green automotive-fluids brand that delivers internationally certified protection — because we engineer chemistry to global standards and circulate its value back into a greener world.

Our promise: Global Standards, Optimized Performance.

ASTM D-3306ASTM D-4985ASTM D-6210ISO 22241DIN 70070VDAEURO 4 · 5 · 6MAKE IN VIETNAM
Brand core values

Four principles behind every product

Proven, not promised

We lead with standards, temperatures and percentages. Trust is earned in numbers — ASTM, ISO, VDA.

Green by design

Sustainability is built into the chemistry, not bolted on as a slogan.

Global standards, local pride

Made in Vietnam, engineered for the world — never one at the cost of the other.

Circulation over consumption

Like the five elements, value should regenerate — engine to economy, economy to society, back to the earth.

Our commitments

What we commit to

Research & development

High-quality products for petrochemicals, plastics, agriculture, health and chemical technology — built on advanced technology and modern, environment-protecting processes.

People

A professional, enthusiastic team ready to advise and support customers, inside a people-centred, dynamic and creative working culture.

Customer service

Dedicated service that ensures satisfaction, with fast and effective support through a variety of contact channels.

Cooperation

Partnerships with prestigious domestic and foreign companies — sharing experience and learning advanced technology together.

Social responsibility

Contributing to environmental protection and community development through social and charitable activities, towards sustainable development.

Brand personality

The Sage engineer with a Caregiver’s heart

Madin is precise, evidence-led and calm, yet motivated by the wellbeing of the planet it serves. If Madin were a person, they would explain the chemistry plainly, show you the certificate, and then point to the trees.

Credible

Standards-first, never hype.

Optimistic

Green is hope, not guilt.

Precise

Engineered, measured, exact.

Grounded

Proud roots, global reach.

Our voice in one line: an engineer who cares about the planet — confident, technical and reassuring, proof-driven but human.

Internal culture

How the Madin team works every day

Professional

Set high goals, strive to complete all tasks excellently with a scientific process and a professional, responsible working attitude.

Renew

Encourage creativity, innovation, finding optimal solutions, daring to think and act to create new values.

Cooperate

Building a united and cohesive working environment, promoting team spirit and cooperation for mutual development.

Responsibility

Promote responsibility for work, colleagues, customers and community, fulfill commitments, and take common interests as the top goal.

Safe

Prioritise safety, apply protective measures, ensure environmental health, raise safety awareness across the team.

Five internal culture values — how we work, alongside the four brand values above.

R&D

Enhancing research & development, providing safe products

Madin Research & Development Laboratory, Hung Yen
HUNG YEN · 2019Research & Development Laboratory

Advanced quality-control testing for petrochemical products, from formulation through to batch release, so every production run is verified before it leaves the plant.

Madin Quality Control Institute, Ho Chi Minh City
HO CHI MINH CITY · 2016Quality Control Institute

Product quality control, retained-sample storage and new-product testing, run by an experienced team on instrumentation calibrated to the standards Madin certifies against.

OEM & private label

The same quality system stands behind Madin’s OEM & private-label programme: AdBlue® manufactured under partner brands on VDA-certified lines, from formulation to batch release. Explore the OEM programme →

Certificate

Certificates & licences

VDA licence certificate

VDA

German Association of the Automotive Industry — licence to use the AdBlue® trademark

ISO 9001 UKAS certificate

ISO 9001

Quality management system, accredited by UKAS

ISO 22241 conformity certificate

ISO 22241

Conformity of the diesel exhaust fluid itself — purity, concentration and contamination limits

See details at VDA