Tuesday, 29 December 2015 22:34

WD-40 Unveils Two New Products at SEMA 2015

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The SEMA Show is an ideal time to introduce new products and that’s why WD-40 presented two new innovative solution-based products in Las Vegas, Nov. 3-6. By continually researching and developing new cutting-edge products to help body technicians and other collision professionals worldwide, WD-40 is always looking for a better, easier way to fix cars and these two introductions do exactly that.


The two new products are the WD-40 EZ-REACHTM and the WD-40® Specialist® Industrial-Strength Degreaser with PowerSolve Technology™. The former is designed to better meet the needs of automotive professionals and enthusiasts who use WD-40® Multi-Use Product to get the job done. And the WD-40® Specialist® Industrial-Strength Degreaser with PowerSolve Technology™ is a solvent that quickly breaks down grease, oil and dirt and works on a variety of surfaces, as well as being safe to use on metals, plastics, rubber, glass and aluminum.

WD-40 Brand Development Manager Shannon Edwards has already seen a very positive response for both new products, because body techs can now be more efficient and work more quickly by using them, she explained.

“For more than 60 years, automotive professionals and enthusiasts have used WD-40 Multi-Use Product to get their jobs done correctly, but the feedback we were hearing from different industries told us that getting the formula into tight and hard-to-reach places was not easy,” Edwards said. “That’s why we developed the 8-inch flexible straw, because we all know that time is money in any production environment, especially collision repair.”

The new WD-40 EZ-REACH features an attached, 8-inch flexible straw that bends and retains its shape regardless of how much usage it receives and enabling users to get around corners and crevices to deliver WD-40 Multi-Use Product exactly where it’s needed.

“The WD-40 EZ-REACH was designed with our end-users’ needs and wants in mind,” said Tim Lesmeister, vice president of marketing at WD-40 Company. “This new delivery system gives automotive professionals and enthusiasts the ability to reach the unreachable and accomplish difficult tasks in overhead areas, under the vehicle, or on specific sections of motors and engines, among numerous other uses.”

The second new product unveiled at SEMA is the WD-40® Specialist® Industrial-Strength Degreaser with PowerSolve Technology™, a solvent that is designed to take on serious dirt and grease. Its fast-acting formula is 50-state VOC compliant.

WD-40 Company also markets the WD-40 Specialist Machine & Engine Degreaser, a water-based degreaser that uses deep penetrating foaming action to remove tough, stuck grease.

“This powerful, solvent-based degreaser makes removing tough, caked-on grease, oil and dirt from machinery, engines and equipment easier than ever,” said Dr. Ernest Bernarducci, vice president of research and development at WD-40 Company. “It’s also the only degreaser on the market that has a permanently attached straw to help you pinpoint where to apply it.”

WD-40’s Smart Straw® sprays works two ways – as a pinpoint stream when flipped up or as a wide spray when flipped down. “Being able to control how and where to spray the product avoids messy overspray and helps professionals save time and money,” Edwards explained. “We have the finest products in the industry, so that is why we want to come up with better ways to deliver them to the right places. We talked with people in the automotive repair industry and found out that one of their main ‘pain points’ they were encountering was their inability to get the lubricants into hard to reach spots. So, we decided to enhance the delivery system and expedite their processes as a result.”

Edwards is SEMA veteran and knows the importance of shows like this, for many reasons. “This is our playground and a great place to connect with automotive professionals from all over the planet,” she said. “We know that our users know and respect our products, because I think they realize that we’re always looking for ways to help them in fixing cars and making them more efficient.”

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