Ziebart International Corp. in Troy is marking 65 years of providing automotive appearance and protection services in 2024 by unveiling a new mascot, saluting its franchisees, and honoring the nation’s veterans.
During a March 28 event at the Detroit Historical Museum to begin the year-long celebration Ziebart revealed the company’s first ever mascot: A knight in shining armor, “standing ready to protect and defend vehicles for the next 65 years and beyond.” Along with the knight, comes Ziebart’s new tagline: “Your Vehicle’s Best Defense.” Both the knight and the tagline will be seen in commercials across the country throughout the year.
“As we mark 65 years of innovation and quality, we extend gratitude to our franchisees, customers, employees and community that kept us successful all these years,” says Thomas A. Wolfe, president and CEO of Ziebart.
Ziebart was founded in Detroit by Kurt Ziebart in 1959. As demand for rustproofing services increased, the brand began franchising in 1963, and quickly expanded service offerings to include auto detailing, paint correction and protection, window tinting, bed lining, and accessories. Today, Ziebart operates more than 400 locations, with 1,300 service centers in 37 countries.
An exhibit at the Detroit Historical Museum tells the story.
“Our newly announced charitable partnerships and museum exhibit honoring our founder pay homage to those who got us here,” Wolfe says. “The introduction of our new knight mascot stands as a symbol to the defense every vehicle needs that will carry our franchisees into the future.”
As a nod to its Detroit-roots, Ziebart announced it is partnering with Born In Detroit Apparel, a shop dedicated to showcasing Motown companies and products. Limited-edition, Ziebart-branded Born In Detroit apparel, including T-Shirts, sweatshirts, hats, and tumblers, will be available to purchase through its online store intermittently throughout the year.
“Born In Detroit was founded on a mission to honor the incredible companies and organizations that were built here in Motown,” says Anthony Tomey, CEO of The Tomey Group and co-owner of Born In Detroit Apparel. “From the very invention of rustproofing, to continuing to grow and innovate 65 years later, we are thrilled to partner with Ziebart as the brand furthers Detroit’s legacy as the automotive capital of the country.”
The collaboration with Born in Detroit also comes with a charitable component: All proceeds from Born In Detroit’s Ziebart store will be donated to Mission 22, a national veteran non-profit organization that provides support to veterans and their families.
Ziebart chose to donate to Mission 22 at the recommendation of Morgantown, W.Va. franchise owner and Air Force veteran Nick Lambie. This furthers the brand’s already established commitment to supporting U.S. veterans. As a member of VetFran, Ziebart offers a military discount, waiving the entire initial franchising fee for veterans. A third of its U.S. franchise owners come from military backgrounds.
Written and published by Tim Keenan, DBusiness
