LAS VEGAS — For more than 120 years, Meguiar's Inc. has leaned on personal customer service to define its business and inform the design of the newest car surface and tire care products.
At the 2024 SEMA Show, Meguiar's introduced a dozen new products, including a waterless wash/wax product, two odor-fighting sprays and a heavy-duty trim restoration kit.
The company also launched three car-care kits aimed to take the confusion out of selecting products for new customers.
Mike Pennington, director of training at Meguiar's, said the company has tried to stay ahead of changing trends with a keen ear to the ground and quick response to customers.
The secret, he said, is that they're a small, nimble team. Pennington, speaking to Tire Business at SEMA, motioned to the people working the booth floor, and said, "There's our customer service department. They work right outside my office.
"So, you literally call that number on the back (of the product), and you're gonna get a guy in Irvine (Calif., where the company is located) who knows his stuff. And if he doesn't know, he's gonna go downstairs to a guy in a lab coat."
He said they try to walk each customer through any issue and help steer them toward proper products for their vehicles. They also use that knowledge to inform new product development.
For example, many Meguiar's products are now available in either an aerosol foam application or liquid pump trigger spray. The team found there are two different consumers: one who prefers the "command of the pump" and another that "finds satisfaction in the foaming cleaner."
Standing out on a competitive retail store shelf may be the hardest part in the vehicle cleaning and upkeep market. Pennington said the 123-year-old brand has always prided itself on standing out for its quality and customer service.
He said much of it is about accessibility. The brand has established itself among serious enthusiasts — like those getting a vehicle ready to display at the SEMA Show — but it should also be accessible to someone who just wants shiny tires and doesn't want to invest a lot of time into the process.
For example, he mentioned a young driver getting their first car and having pride in it and wanting it to look good. Or someone who regularly takes their vehicle through the automatic car wash but wants a little more shine.
For these customers, picking out the correct products can be confusing to the point of giving up, Pennington said. So, Meguiar's launched three bundle boxes that offer an all-in-one option:
• The Waterless Wash Kit is designed to wash and wax paint, clean glass and shine and protect tires. It features three products and detailing towels.
• The Drive-Thru Car Wash Express Touch-Up Kit is designed "to put the final touches on your ride after running through an automatic car wash." It features Ultimate Quik Detailer to lift water spots or grime left behind, glass cleaner, high-gloss tire shine and interior detailer.
• The Hybrid Ceramic Starter Kit includes hybrid car wash/wax that cleans and maintains water beading, detailer to remove contaminants, and tire shine.
The full product lineup can be found at www.meguiars.com.
