Ziebart
Ziebart is a privately held automotive aftermarket franchise brand known for rustproofing, vehicle protection, detailing, window tinting, and related accessories.
Last updated August 31, 2026
AI crawler reads
4requests
1companies- Anthropic4
- Profile
- 2
- Controversies
- 0
- JSON · MD
- 0
- First read
- Nov 4, 2026
- Latest read
- Nov 4, 2026
From this site's server log
Overview
Ziebart is an automotive aftermarket service brand and franchisor headquartered in Troy, Michigan. Its franchise network provides vehicle-protection and appearance services, including rustproofing, paint sealants, paint-protection film, detailing, window tinting, and the installation of aftermarket accessories. The company operates primarily through independently owned and operated locations rather than through a conventional chain of company-owned retail stores. The brand originated with Kurt Ziebart, a German-born American who worked in a Packard body shop in Detroit. Observing the damage caused by corrosion, he developed a process intended to protect automobile bodies from rust. In 1959, Ziebart and two partners established the Auto Rustproofing Company in Detroit. The first international location opened in Windsor, Ontario, in 1962, establishing the cross-border franchise model that later became central to the business. In 1963, an investor group led by Roger Waindle acquired the company, its trademarked name, patented process, and specialized tooling. Waindle expanded the franchise structure and changed the name to Ziebart Auto Truck Rustproofing Company. By 1969, the network had grown to approximately 150 franchises across the American Midwest and Canada. E. J. Hartmann, who had joined as chief operating officer, acquired controlling stock in 1970 and began a substantial expansion of corporate marketing in the United States and overseas. Ziebart's early identity was closely associated with corrosion protection. Its name became strongly linked with the act of rustproofing, and terms derived from the brand have sometimes been used informally to describe the treatment of a vehicle against rust. During the 1970s and 1980s, the company broadened its offering beyond its original process. It introduced Zee-Glaze, a polymer paint-protection product, added sunroofs, running boards, window tinting, and other accessories, and developed manufacturing capabilities for its own rustproofing and car-care chemicals after acquiring Arndt Palmer Laboratories in 1979. The company also grew through acquisitions and partnerships. In 1988, it acquired North American franchise rights for Tuff-Kote Dinol and subsequently converted those franchisees to the Ziebart brand. In 1989, it acquired the Tidy Car detailing franchise operation, resulting in the Ziebart Tidy Car co-brand and adding more than 250 locations to the network. Later arrangements included co-branding with Speedy Auto Glass for glass replacement and with Rhino Linings USA for spray-on truck-bed liners. Marketing has been a major part of Ziebart's historical development. The company used national magazine advertising, radio, television, celebrity spokespeople, and the long-running slogan and jingle "It's Us, Or Rust." Its campaigns featured figures including Malachi Throne, Rod Serling, Cameron Mitchell, Russ Gibb, Andrew Duggan, Adam West, and company founder Kurt Ziebart. One campaign, "Friend of the Family (Rust in Peace)," received a Clio Award in the 1980s. By 1990, Ziebart reported more than 1,000 locations in 40 countries and more than $100 million in worldwide dealer sales, although those historical figures are not treated here as current financial data. In 1995, E. J. Hartmann transferred ownership of Ziebart International Corporation to an employee stock ownership plan led by then-chief financial officer Thomas Wolfe and retired. The company continued to develop vehicle appearance and protection products, introducing a proprietary paint-protection film in 2014. A 2011 company description cited more than 400 locations in 30 countries. Current location counts, ownership details beyond the employee-ownership structure, and present financial performance require verification from current company sources.
History
Ziebart was established in Detroit in 1959 by Kurt Ziebart and two partners. Kurt Ziebart, a German-born American who had worked in a Packard body shop, became interested in preventing corrosion after seeing the effects of rust on automobile bodies. He developed a rustproofing process that formed the technical foundation of the business and later became closely associated with the Ziebart name. The business began its international development in 1962 with a location in Windsor, Ontario. In 1963, an investor group led by Roger Waindle purchased the company, including its trademarked name, patented process, and exclusive tooling. Waindle built a franchise system and renamed the operation Ziebart Auto Truck Rustproofing Company. By 1969, the network had reached roughly 150 franchises in the American Midwest and Canada. E. J. Hartmann was recruited as chief operating officer in the late 1960s and acquired controlling stock in 1970. Under Hartmann, Ziebart substantially increased its advertising and international development. The company expanded its geographic footprint and broadened its service proposition beyond basic rustproofing. Its public profile was built through magazine, radio, and television advertising, including the "It's Us, Or Rust" jingle and campaigns featuring nationally recognized actors and broadcasters. In 1977, Ziebart introduced Zee-Glaze, a polymer sealant designed to protect painted surfaces. In 1979, the company acquired Arndt Palmer Laboratories in Melvindale, Michigan. The operation was later moved to Redford and became a manufacturing base for Ziebart's rustproofing sealant and other car-care chemicals. During the same period, Ziebart's franchised network grew to more than 650 locations worldwide by the end of the decade. The 1980s brought further diversification. Ziebart added sunroofs, running boards, window tinting, and other automotive accessories. It also participated in an American Motors factory rust-protection program involving corrosion-resistant vehicle construction and a five-year no-rust-through warranty. In 1988, Ziebart acquired North American franchise rights for Tuff-Kote Dinol, and its franchisees were subsequently converted to Ziebart locations. In 1989, it acquired Tidy Car, an automotive detailing franchise operation, creating the Ziebart Tidy Car identity across more than 250 locations. By 1990, historical company information described more than 1,000 locations in 40 countries and more than $100 million in worldwide dealer sales. These figures describe the period in which they were reported and should not be interpreted as current performance measures. In 1995, Hartmann sold ownership of Ziebart International Corporation to an employee stock ownership plan led by Thomas Wolfe, then the company's chief financial officer, and retired. Ziebart continued to extend its service range through partnerships and co-branding. In 1998, it entered an agreement with Speedy Auto Glass to offer auto-glass replacement at many locations and also partnered with Rhino Linings USA for polyurethane spray-on truck-bed liners. A 2011 description reported more than 400 locations in 30 countries. In 2014, Ziebart introduced a proprietary paint-protection film, reinforcing its evolution from a single-purpose rustproofing specialist into a broader vehicle-protection and appearance-care franchise. The available reference material does not identify a current chief executive, current location count, current financial results, or a verified present-day corporate website. Those details should be updated from current company or franchise disclosures.
- 2014
Proprietary paint-protection film launched
[1]Ziebart added a proprietary paint-protection film to its product portfolio.
- 1998
Co-branded service partnerships expand
[1]Ziebart partnered with Speedy Auto Glass and Rhino Linings USA to broaden services available through its locations.
- 1995
Employee ownership transition
[1]Hartmann transferred ownership of Ziebart International Corporation to an employee stock ownership plan led by Thomas Wolfe.
- 1989
Tidy Car acquired
[1]The company acquired the Tidy Car detailing franchise operation and created the Ziebart Tidy Car co-brand.
- 1988
Tuff-Kote Dinol rights acquired
[1]Ziebart acquired North American franchise rights for Tuff-Kote Dinol and converted those operations to its own brand.
- 1979
Chemical manufacturing capability acquired
[1]The acquisition of Arndt Palmer Laboratories provided a base for producing rustproofing and car-care chemicals.
- 1977
Zee-Glaze introduced
[1]Ziebart launched a polymer-based protective paint sealant.
- 1970
Hartmann takes control
[1]E. J. Hartmann acquired controlling stock and intensified national and international marketing.
- 1969
Network reaches approximately 150 franchises
[1]The company had about 150 franchises in the American Midwest and Canada.
- 1963
Franchise-oriented ownership transition
[1]Roger Waindle led an investor group that acquired the business and developed its franchise system.
Products and positioning
A specialist automotive aftermarket brand positioned around long-term vehicle protection, corrosion prevention, appearance care, and accessory installation, delivered through a worldwide franchise network.
Corrosion protection · 1959
Ziebart Rustproofing
The foundational Ziebart service is an automotive corrosion-protection treatment developed from Kurt Ziebart's work studying rust in Detroit body shops. It established the brand's identity and remains the service most strongly associated with the name. Historical descriptions refer to wax-based petroleum sealants and specialized application tooling used to protect vulnerable vehicle areas.
Paint sealant · 1977
Zee-Glaze
Introduced in 1977, Zee-Glaze was a polymer-based protective sealant designed to bond chemically with automotive paint. Its launch represented Ziebart's move beyond underbody and cavity rustproofing into surface protection and vehicle appearance care.
Vehicle appearance care · 1989
Automotive detailing
Detailing became an important part of Ziebart's broadened aftermarket proposition, particularly after the 1989 acquisition of Tidy Car. Services described under the brand include cleaning and appearance treatment intended to preserve or improve vehicle interiors and exteriors.
Surface protection · 2014
Paint-protection film
Ziebart introduced a proprietary paint-protection film in 2014. The film complements sealants and detailing by providing a physical protective layer for painted vehicle surfaces exposed to road debris and environmental wear.
Automotive accessories · 1980
Window tinting and automotive accessories
During the 1980s, Ziebart expanded into window tinting, sunroofs, running boards, and other accessories. These services helped reposition the franchise network as a broader automotive aftermarket destination rather than a provider focused only on rust prevention.
Marketing campaigns
- 1997Adam West spokesman campaign
United States
Ziebart used Adam West as a spokesman in a television advertising campaign.
- 198825th-anniversary Kurt Ziebart commercials
United States
Founder Kurt Ziebart appeared in national television commercials associated with the company's 25th anniversary.
Outcome. The campaign linked the founder's identity with the brand's history and technical origin.
- 1985Friend of the Family (Rust in Peace)
United States
Ziebart launched a television campaign titled "Friend of the Family (Rust in Peace)," featuring Andrew Duggan as voice-over talent.
Outcome. The campaign received a Clio Award.
- 1979Cameron Mitchell spokesman campaign
United States
Actor Cameron Mitchell became Ziebart's national spokesman in television advertisements that ran for several years.
Outcome. The campaign continued the brand's use of established entertainment personalities to promote rust protection.
- 1975Rod Serling television commercials
United States
Rod Serling served as the company's television spokesman in a series of commercials.
Outcome. The campaign strengthened Ziebart's national television presence.
- 1970National magazine advertising
United States
Ziebart began placing corporate advertisements in major national magazines, including Life, Look, Time, and Newsweek, as part of Hartmann's expanded marketing program.
Outcome. The campaign helped establish Ziebart as a nationally recognized rustproofing brand.
- 1970It's Us, Or Rust
United States
Radio and television advertising used the "It's Us, Or Rust" slogan and jingle, with vocals by Don Rondo and music written by Artie Fields.
Outcome. The line became one of the brand's most recognizable advertising elements.
Brand decisions
2014
Introduce proprietary paint-protection filmProduct launchBackground
The automotive protection market had expanded from corrosion treatment toward film-based and surface-based protection.
Action taken
Ziebart introduced its own paint-protection film offering.
Aftermath
The product reinforced the brand's positioning in comprehensive vehicle protection.
1995
Transfer ownership to an employee stock ownership planStrategyBackground
After leading the company for roughly a quarter century, E. J. Hartmann prepared to retire.
Action taken
Hartmann sold ownership of Ziebart International Corporation to an employee stock ownership plan led by CFO Thomas Wolfe.
Aftermath
The company became employee-owned through the reported ESOP structure.
1989
Acquire Tidy Car detailing franchiseM&ABackground
Ziebart wanted to increase its presence in automotive appearance care in addition to rustproofing.
Action taken
The company acquired Tidy Car and merged the operations into a Ziebart Tidy Car co-brand.
Aftermath
More than 250 locations became associated with the combined identity, adding detailing capabilities to the network.
1988
Acquire Tuff-Kote Dinol North American franchise rightsM&ABackground
Tuff-Kote Dinol operated as a competing automotive protection franchise network in North America.
Action taken
Ziebart acquired the North American franchise rights and converted the associated franchisees to the Ziebart brand.
Aftermath
The transaction consolidated franchise operations under Ziebart and expanded its network.
1977
Launch Zee-GlazeProduct launchBackground
Ziebart sought to extend its vehicle-protection proposition beyond corrosion prevention.
Action taken
The company introduced a polymer sealant intended to chemically bond with automotive paint.
Aftermath
The product broadened Ziebart's portfolio into paint and surface protection.
1963
Adopt a franchise-led growth modelStrategyBackground
Following acquisition by an investor group led by Roger Waindle, the company had an opportunity to scale its rustproofing process beyond its original Detroit operation.
Action taken
Waindle developed a franchise system and reorganized the business under the Ziebart Auto Truck Rustproofing Company name.
Aftermath
The franchise model became the foundation for expansion across the United States, Canada, and later international markets.
Recent events
Reported
Ziebart launches digital check-in app[2]
Ziebart launched a digital check-in app that lets customers confirm appointment details and service needs and helps franchise owners manage vehicle intake.
Reported
Ziebart promotes two executives to vice president roles[3]
Ziebart announced the promotions of Naji Younes to Vice President of International Business Development and Larry Stewart to Vice President of Information Technology.
Sources3 sources
Cite this profile: Cite the canonical profile. /brand-wiki/ziebart · Editorial policy · How profiles are compiled