have your say: Thomas E. Wolfe | Chairman of the Board | International Corporation
Change or Die:
How Diversification Keeps Ziebart Thriving After 60+ Years Why Innovation Never Has a Stop Date Over the next few decades, Ziebart transformed into a multi-service solutions car care provider. In addition to the original rustproofing service, new appearance and protection services were rolled out, including interior detailing, paint protection and correction, window tinting, spray-on bed liners, windshield coating, undercoating and more. But here’s the most important part: We are not done, and we will never be done, because innovation doesn’t have a stop date.
Weaving Innovation into Company DNA Thomas E. Wolfe, Chairman of the Board, Ziebart International Corporation
In 1959, inventor and entrepreneur Kurt Ziebart invented a new automotive protective product, creating buzz and sparking public interest in the budding automotive aftermarket services category. Ziebart’s groundbreaking rustproofing invention put the company on the map and set the stage for what would be decades of continued innovation. The creative ingenuity behind the brand’s first service is ingrained in the company’s culture. Innovation, invention and problemsolving not only continues to protect the millions of vehicles Ziebart services, but also protects the brand’s own legacy. When I joined the company in 1976, we offered our original rustproofing and a 50 Franchising MAGAZINE USA
few protection products. Though Ziebart’s customer base was expanding and the company was enjoying strong financial performance, the market had started to change. New trends were introduced. The brand itself was at a crossroads; either continue to sell the same products to a new generation of car owners or take on the task of reinvention. I knew it was time for the company to make a real change. Then, during a 1990s company conference, I firmly declared to our devoted franchisees: “Ladies and gentleman, we have to change … or die!” The words were startling at first, but to my pleasant surprise, our franchisees and company leaders quickly shifted gears toward reinventing the brand to meet the current needs of our clients. With the motto solidified in Ziebart’s history, I stepped into the role of company president; focused on the goal of diversification.
Incorporating new products and services was only half the battle. The real test of character for the company was that of advancement in the industry. The ‘Change or Die’ motto never left us; it spurred us on to solve new problems for car owners. Our customers have always relied on us to keep up with their lifestyles as they purchase newer vehicle models – with varying maintenance needs. If we aren’t prepared to offer a unique experience to each customer, we aren’t fulfilling our duty. We pride ourselves on our ability to offer products that represent all car owners. More than the products and services, Ziebart’s devotion to research and reinvention is made possible by the people behind the brand. The company’s success is attributed to our carefully curated team of experts. I believe so fervently in our people that in 1994, I helped champion the employee buyout from the previous owners as an ESOP (Employee Stock Ownership Plan). This was a huge success for the brand and its people. Employee owners lend to an even greater pride in the company’s success – everyone is pursuing the same goal, and that’s truly something
