Executive Auto rebrands as Ziebart
The rebranding of Executive Auto Detailing as Ziebart goes beyond a simple name change.
Because, although the Pembroke-based business has held the Ziebart licence in Bermuda for five years, it wants to broaden local awareness of what it means to have automotive afterservice technicians trained to the standards required by a brand that is widely recognised around the world.
Bermuda’s climate and environment is not kind to vehicles. Paintwork gets scratched by branches, vegetation or rock faces on road edges. Heat, humidity and sunshine take their toll on paintwork and interiors, while rain and salty sea spray are additional elements that can cause rusting and corrosion.
Tony Martin’s business at Market Lane, off Serpentine Road, has been providing solutions to these issues for a number of years, using Ziebart products, techniques and training.
Now he has taken the step to fully identifying with the international brand Ziebart, which was established in 1959 and operates from more than 400 processing centres in 33 countries.
When Mr Martin took over the business it was focused primarily with Ziebart rustproofing, today it offers more.
He said: “What we are bringing to the table here is a complete one-stop automotive aftermarket offering; detailing, window tinting, headlight protection and rustproofing.”
For example, the paintwork scratches and imperfections are removed and then given a protective seal. The result is smooth waterproofed surface on which water instantly rolled off.
There is proprietary paint protection film that is particularly useful for front wings and side mirrors that can be peeled away when scratched, and replaced.
Oxidised headlight lenses not only look unattractive, they are a safety concern because they scatter the light of headlight beams.
“Some people try fancy compounds and sprays [to restore the lenses], but they don’t last. We basically refilm headlights. A lot of people do not realise we do that service,” said Mr Martin.
Another service is window tinting, and this goes beyond simply handcutting the tint film.
“We have a window-tinting database. If we have your model in our system, we can produce it a lot faster and more efficiently,” said Mr Martin.
Edmund Russell, director, product and technical support for Ziebart International Corporation, who was visiting Bermuda, demonstrated the computer database system, and showed how at the touch of a button the computer-generated tint cut patterns for vehicles are created.
He said: “Window tinting not only makes the car darker on the inside, it preserves the interior — the dashboard, the seat fabric.”
Ziebart International Corporation was founded in Detroit. During the past 60 years it has evolved from its rustproofing service, branching into other areas, from paint protection and window tinting, to headlight restoration and its own line of detailing and valet products.
Mr Martin said his technicians are factory trained to Ziebart’s standards, while Ziebart carries out its own inspections to ensure quality standards are maintained.
The Ziebart name has been in Bermuda for 45 years, and is familiar to many. However, until five years ago it had always been represented by car companies until Mr Martin’s business became the first fully stand-alone Ziebart representative on the island.
He said: “We are Ziebart’s franchise for Bermuda, and we are part of the international Ziebart standard. It was part of our long-term plan to be more aligned with Ziebart.
“It is an international recognised standard and brand and proprietary products.
“People who buy new cars are more familiar with the Ziebart name, especially overseas. The name has never been properly promoted in Bermuda.”
While Mr Russell said: “Bringing the name forward allows the public to know that this is international standards — the same products over and over.”
Another aim for Mr Martin is to educate the public on how to maintain their vehicle to increase its longevity. He said some people think, incorrectly, they buy a new car and do not have to do anything to protect that investment for three or four years.
He added: “What we are bringing to the table here is a complete one-stop automotive aftermarket offering, detailing, window tinting, headlight protection and rustproofing.
“There have always been aftermarket repair shops, and a paint and body shop, maybe a little bit of a detailing company, and a window tinting company. But we’re doing a full after-service company.”
• Ziebart is on Facebook @ZiebartBermuda, and has a website at www.ead.bm