UL Enterprises, the NASCAR Performance Partner for both wiper blades and glass treatments, recently introduced a new Valvoline-licensed line of windshield wiper blades branded the Valvoline Gold Series.
The new Valvoline Gold Series provides both a premium wiper blade and a glass treatment for the windshield, called Clear Performance, which sheets rain, improves wiper performance and resists chips and scratches for the life of the blade, according to the company.
The Valvoline Gold Series is the only retail blade that bears the NASCAR Performance Partner logo. Research shows that more than 90 percent of NASCAR’s more than 75 million fans are more likely to purchase a product with the NASCAR logo.
“The wiper blade category needed something new,” said UL President Steve Larson. “Wiper blades have become a commodity where the consumer has a difficult time knowing why he should buy one blade over another. We knew we had to focus both on the blade and the surface the blade works on. For the first time when a consumer buys a wiper blade, he or she gets a free windshield treatment that is designed specifically to improve wiping performance as well as to sheet rain and resist scratches.”
"We wanted a treatment that would last for the life of the blade without needing to be reapplied constantly like so many other glass treatments,” explained UL Vice President of Marketing Rich Kottmeyer. “We also knew that buying decisions are made in the store based on the display and packaging.”
UL worked with the leading firm Leggett and Platt Design Group for fixtures and Altivity for packaging to create a premium look and experience for the Valvoline brand, which was unveiled at this year’s Automotive Aftermarket Products Expo.
For more information about the Valvoline Gold Series, go to: www.ulenterprises.com.
