Ziebart

Ziebart International Corporation

Company type	Private
Industry	Automotive aftermarket
Founded	1959
Founder	Kurt Ziebart
Headquarters	Troy, Michigan , United States
Area served	Worldwide (34 countries)
Key people	Thomas Wolfe (former CEO, ESOP leader)
Products	Rustproofing, paint sealant, paint protection film, vehicle detailing, window tint application, aftermarket accessories
Number of employees	578 (2018)
Website	www.ziebart.com

Ziebart International Corporation is a privately owned enterprise based in Troy, Michigan, functioning as the worldwide franchisor of the Ziebart brand within the automotive aftermarket sector. The company oversees more than 1,200 service outlets across 34 nations, delivering a range of products and services including rustproofing, paint sealant, paint protection film, vehicle detailing, window tint application, and installation of aftermarket accessories. In 2018, Ziebart generated revenues near US$170 million and employed 578 individuals.

History

The company was established in 1959 by German-American businessman Kurt Ziebart, who introduced automotive rust prevention after creating a protective technique while employed at a Detroit auto body shop. Initially named Auto Rustproofing Company, it expanded beyond the United States with its first international branch opening in Windsor, Ontario in 1962.

In 1963, Ziebart transferred ownership to an investment group led by Roger Waindle, who developed a franchise system and rebranded the business as Ziebart Auto Truck Rustproofing Company. By 1969, the franchise network had grown to approximately 150 locations throughout the US Midwest and Canada. Waindle recruited E.J. Hartmann, an MBA holder and former corporate controller, who eventually gained controlling interest and spearheaded vigorous marketing initiatives and global expansion beginning in 1970.

Among significant product developments was the introduction of "Zee-Glaze" in 1977, a polymer sealant that chemically bonded to automotive paint surfaces. The company pursued vertical integration by acquiring Arndt Palmer Laboratories in 1979 to manufacture its own rustproofing chemicals. By the end of that decade, Ziebart had expanded to over 650 franchised outlets worldwide and substantially increased its retail sales volume in the United States.

During the 1980s, Ziebart broadened its offerings to include sunroofs, running boards, window tinting, and other vehicle accessories. It collaborated with American Motors to provide factory-installed rust protection backed by warranty coverage. Strategic acquisitions during this period included obtaining North American franchise rights for competitor Tuff-Kote Dinol in 1988 and acquiring the Tidy Car detailing franchise in 1989. These moves expanded both its service range and franchise network to more than 1,000 locations across 40 countries by 1990, with dealer sales surpassing $100 million.

Ownership shifted in 1995 when an Employee Stock Ownership Plan (ESOP), led by then-CFO Thomas Wolfe, took control following Hartmann’s retirement. The late 1990s featured co-branding partnerships with Speedy Auto Glass and Rhino Linings USA to diversify service options.

By 2011, Ziebart operated over 400 sites in 30 countries. In 2014, it introduced its own paint protection film product line, further strengthening its position within the automotive aftermarket industry.

Advertising

Ziebart's expansion was heavily supported by well-executed advertising strategies.

• Beginning in 1970, advertisements were placed in prominent national magazines including Life, Look, Time, and Newsweek.
• The memorable radio and television jingle "It's Us, Or Rust," performed by Don Rondo, played a key role in boosting brand awareness.
• Prominent spokespeople featured over time included actors Malachi Throne during the early 1970s, Rod Serling in 1975, and Cameron Mitchell from 1979 for several years.
• In 1983, radio announcer Russ Gibb lent his voice to rust protection commercials.
• The company’s inaugural Clio Award-winning campaign titled "Friend of the Family (Rust in Peace)" debuted in 1985 with Andrew Duggan providing narration.
• Founder Kurt Ziebart appeared on camera for commercials commemorating the firm’s 25th anniversary in 1988.
• Actor Adam West, famed for his role as Batman, served as a spokesman starting in 1997.

Over time, Ziebart engaged various advertising agencies including Meltzer Aaron & Lemen (San Francisco), Ross Roy (Detroit), Simons Michelson Zieve (Troy), and Doyle Dane Bernbach (New York). From 1970 through 1993, Anthony M. Franco Inc (Detroit) handled the company’s public relations efforts.

This coordinated marketing approach played a vital role in increasing Ziebart’s market presence and solidifying its leadership position within rust protection services.

External links

• Information on Ziebart Franchise Opportunities at Entrepreneur.com
• Official Ziebart website