Most of the attention surrounding automotive-related brand extension is focused on car brands, as well as brands and properties tied to auto racing. Less high profile are the chemicals and formulas that make the cars look good and drive well, some of which also are active in licensing:
- Turtle Wax is reentering the licensing business after an eight-year break. In the past, it had deals in place for consumer-targeted items such as vintage logo t-shirts and wiper fluid; it has a line of commercial car wash products as well. The company’s plans this time around are broader, centering on products that allow consumers to easily and efficiently “clean, shine, and protect” their cars and their homes. Potential categories range from electric buffers to microfiber towels to auto organization. Turtle Wax is represented by 2020Brands.
- Pennzoil has a well-established licensing program, with recent initiatives including the expansion of branded car-care tool and accessory lines from licensees Navajo and Custom Accessories. Other categories on the roster include garage storage, shop vacs, towels, hand cleaners, engine diagnostic tools, and workbenches. Pennzoil’s agent, Beanstalk, also represents its sibling brand Quaker State.
- ArmorAll’s licensing effort, represented by IMG, includes vacuums from Cleva North America; floor mats from Custom Accessories; bike lubricants from Cycle Force; wood preservatives from RecoChem; cargo liners, floor mats, and garage floor runners from Drymate; automotive electronics from Xtreme Products; commercial car wash solutions from Zep; and a protective coating containing ArmorAll from MT Companies.
In most cases, these programs target a wide range of customers, including everyday car owners; car collectors; and commercial operations such as garages, restoration specialists, and car washes.
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