The season for car washing, touch-ups, buffing, polishing and conditioning is nearly upon us. Retailers have reviewed the latest technologies, formulations, application methods, packaging and brands. Product selections have been made and stores are stocking up.
Automotive chemicals are discretionary items, often the first items to be dropped from a strained budget. But chemicals generally are low-cost items, and the reputable brands offer products that live up to their marketing claims. In a strained economic environment, vehicle owners will be looking for ways to protect their investment or enhance the vehicle's image to maximize resale value. The industry's expectations are that the chemicals category will grow modestly in 2008.Retailer picks that are hot products to watch this season include:
- Meguiar's NXT Generation Tech Wax
- Turtle Wax Ice brand
- Eagle One A-Z Wheel Cleaner
And on the performance side, products to watch include:
- Shell V-Power
- Lucas Oil stop leak
Meguiar's NXT wax includes a new trademarked component called hydrophobic polymer technology. The product creates surface tension that forces water to bead and run off. The wax has properties that allow it to provide a just-washed shine and protect against oxidation, corrosion and ultraviolet light. A representative of a leading automotive retailer states that the product "behaved like nothing else we have seen."
Turtle Wax's Ice brand is a lineup of interior and exterior care products that continues to grow in popularity. The line's star is its Total Interior Care. It protects interior surfaces by repelling liquids that can stain. When applied, it leaves behind a fresh scent that may be appealing to users.
The distribution method of a chemical impacts the product's effectiveness. Aerosols come and go from automotive chemicals, and in 2008, retailers are anticipating the arrival of Eagle One's A-Z tire cleaner in aerosol form.
On the performance side, Shell created V-Power gasoline to conform to the 1995 EPA regulation that required the use of detergent control additives that prevent the accumulation of carbon deposits in vehicle engines. The V-power brand was well received by consumers, and industry participants anticipate that Shell will capitalize on the success of V-Power by expanding the brand to include other performance chemicals.
A number of participants offer engine oil stop leak products. In 2008, retailers will have Lucas Oil's version on the shelf. Lucas Oil is a leader in the performance chemicals segment, and expectations are that this product will be a strong performer.
Chemical product managers admit they haven't seen a lot of new technologies or product formulations this year. They have seen some line additions but the big trend in chemicals is brand repositioning. The repositioning and packaging strategies are intended to define the image and attract customers by demonstrating the brand's broad coverage.
