Ziebart Salutes Franchisees, Veterans & Community

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April 01, 2024 // Franchising.com // TROY, Mich. - Ziebart International Corporation marked the anniversary with an announcement of a charitable partnership that will benefit military veterans nationwide, as well as a creative new ad campaign and brand mascot to launch the brand into the future.

During a celebratory event, Defending Our Legacy: Ziebart’s 65th Anniversary, Ziebart revealed the company’s first ever mascot: A knight in shining armor, standing ready to protect and defend vehicles. 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,” said Thomas A. Wolfe, President and CEO of Ziebart. “Our newly announced charitable partnerships and museum exhibit honoring our founder pay homage to those who got us here. 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.”

Celebrating Detroit-Roots

Ziebart was founded in Detroit by Kurt Ziebart in 1959. As demand for rustproofing services soared, the brand began franchising in 1963, and quickly expanded service offerings to now include auto detailing, paint correction and protection, window tinting, bed lining, and accessories.

Ziebart announced it is partnering with Born In Detroit Apparel, LLC, a shop dedicated to showcasing the vibrant companies and products that make Motown iconic. 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,” said Anthony Tomey, CEO of The Tomey Group and Co-Owner of Born In Detroit Apparel, LLC.

Committed to Supporting U.S. Veterans

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, VA franchise owner – and Air Force veteran – Nick Lambie. This furthers the brand’s already well-established commitment to supporting U.S. veterans.

Ziebart kicked off its Anniversary with a celebratory event at the Detroit Historical Museum on March 28. As guests walked into the America’s Motor City exhibit, they were greeted by Detroit local artist Desiree Kelly, live-painting a mural on a car door, while the University of Michigan’s Victor the Frisbee Dog opened up the event. Company Founder Kurt Ziebart’s daughter, Doris Ziebart-Hagedorn, gave a heartwarming speech about what this milestone means to her and her family, as she and her older siblings watched their father create the art of rustproofing and build Ziebart International Corporation from the ground up. International Franchise Association (IFA) CEO and President Matt Haller also addressed the crowd, recognizing Ziebart.

Capping off the event, was the unveiling of Ziebart’s new exhibit in the Detroit Historical Museum. Wolfe, Ziebart-Hagedorn, and the knight mascot stood together as they cut the ribbon to the exhibit, which features photos and artifacts from the last 65 years of Ziebart’s history. The exhibit will be on display through June.

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