Times-Advocate, 1988-10-05, Page 5Times -Advocate, October 5, 1988
Page 5
Toughguard is on verge of world-wide distribution
Most people know Mike Wil-
liamson as the owner of Frayne
Chev-Olds in town... but he has
another equally demanding job.
In fact, as president of Tough-
gard Canada Inc., a paint protec-
tion company owned by William-
son and other investors, his
second career could be described as
being tougher than the one held
by Ben Johnson's PR man.
Williamson is the first to admit
that paint protection sold previ-
ously usually left those who
bought the various products disap-
pointed and feeling cheated be-
cause they paid out good money
for something that never lived up
to expectations.
• There's been a lot of "snake oil"
sold to car owners by smooth -
talking salesmen, according to
Williamson,
He believes Toughgard with
Talon, which has been sold at his
dealership for the past 10 years,
has made a breakthrough in this
industry which is littered with
those who charged a lot and deliv-
ered nothing.
After using the product success-.
fully in Exeter for many years,
originally under the name of
"Protck-40", and seeing first hand
how well it worked, Williamson
said he knew he had a winner.
"We knew right from the start
this product had some special
qualities that no other we had pre-
viously seen in the way of a wax
shine or paint sealant had," he
said.
Williamson decided to act quick-
ly after the original distributor of
the product went bankrupt (be-
cause of problems unrelated to the
paint protection product).
"Initially we were supplied
through a former employee of the
bankrupt company who had pur-
n
the
Street
By Jim Beckett
chased the entire remaining invent-
ory from the receivers," William-
son said. But that supply ran out
in January.
At this point many people
would have given up but William -
son's belief in the Teflon process;
backed by many satisfied custom-
ers in Exeter, led him to contact
the manufacturer and patent holder
in the United States.
"First of all we negotidted the
Canadian distribution rights and
subsequently, when we proved we
were making a major impact on
the Canadian market, we took the
plunge and purchased the rights to
distribute the produce world-wide".
The remaining challenge for
Williamson is achieving credibili-
ty. "We put it on about 98 percent
of the new vehicles sold at our Ex-
eter dealership but the challenge is
to convince other car dealers the
product is genuine," Williamson
stressed.
"So far we have about 80 dealers
in Canada and we arc expecting
several distribution systems to be
set up in the United States," he
said. Other countries showing seri-
ous interest in Toughgard are Aus-
tralia, England and France.
Williamson says he is also do-
ing business with Roger Penske, a
large U.S. auto dealer who retails
about 50,000 vehicles a year.
He feels Toughgard is well on
the way to moving away from
other products that were nothing
more than lucrative after -sale
scams for some auto dealers.
"Our product is being tested
with good results by the Scientif-
ic Material International Inc. of
Miami, which has an excellent re-
putation in. the U.S.," William-
son said.
The General Motors test centre
in Warren, Michigan, could also
bring an endorsement that would
instantly catapult Toughgard into
the big leagues. Willliamson says
General Motors never moves
quickly in endorsing anything but
he would not be surprised some-
day if Toughgard was applied on
all new. cars.
The Ontario Research Founda-
tion is also looking at Toughgard
and is testing it under a variety of
harsh conditions.
According to Williamson it has
already passed the toughest tests
of all. It's been used locally and
customers are using it for the sec-
ond and third times.
He cites Jon Gaiser and Tony
Relouw as two people who can
verify Toughgard works.
Gaiser believes he made a good
investment when he purchased
Toughgard for his white Cutlass.
"I parked beside another vehicle
the same color as mine and
through time 1 noticed the other
vehtt1e was discolouring badly
while my car maintained its lustre
and brilliance," he said.
"I would particularly recom-
mend it for vehicles with paint
colors which are prone to fading,
especially whites, silvers and
reds," he concluded.
Andex President Tony Relouw
had the value of Toughgard dra-
matically demonstrated to him af-
ter leaving his Jaguar in a parking
terminal at Toronto airport recent-
ly. When he returned about a
week later from his overseas trip
he was shocked to find that either
lime or calcium chloride had
leaked from the concrete above
him onto the hood of his expen-
sive car.
WILLIAMSON
AND
TONY RELOUW EXAMINE JAGUAR
The stains looked severe enough
for Relouw to file a damage report
with the parking garage. When he
arrived back in Exeter he wasn't
long in getting the car to Frayne's
where the cleaner that comes with
Toughgard was used to successful-
ly remove the stain.
Williamson says the severe test
of the product on Relouw s vehicle
didn't penetrate the protective layer
of teflon.
Initially many of the original
purchasers were understandably
skeptical and agreed only to make
the $279 investment on the
strength of Williamson's personal
guarantee of 100 percent satisfac-
tion. "Nobody has yet to ask for
their money back," he says.
In fact, Williamson says his
dealership even allows the original
price of the Toughgard to be added
back to any vehicle traded in later
because it reduces his cleanup time
substantially.
If demand for Toughgard increas-
es to Williamson's expectations,
there is a chance it could be manu-
factured locally instead of in Chi-
cago.
One of the best sales tools for
Williamson is the promised pro-
tection damage against damage
caused on all vehicles in areas af-
fected by acid rain. "No manufac-
turer is immune to the ravages of
acid rain," Williamson says.
Another part of the world where
Toughgard performs well is Ha-
waii where it isn't unusual to
paint every two years cars parked
outdoors and exposed to the harsh
rays,of the sun.
Williamson is sold on Tough-
gard, many people in this area
have purchased it... now all he has
to do is convince the rest of the
world Toughgard is more than
snake oil.
Other uses are expected to be
found for boats and airplanes as
well.
* * * *
Small town
benefits
Last Wednesday when a lady col-
lapsed on Main St. in front of
Wuerth Shoes brought home the
thought that it's better to live in
Exeter than a huge city like New
York. John Wuerth said the fust
two people to come by were anx-
ious to help and requested an am-
bulance be called. It wasn't long
until others stopped to help and
show concern making Exeter a
sharp contrast from places where
nobody wants to take the time
and get involved.
*
*
*
One local business person who
purchased advertising space in a
"Homes" booklet which was to
have been published months ago
feels "ripped off'. Payment in ad-
vance of $250 was collected and
the book was never printed.
We wonder how rainy people
purchased this non-existent adver-
tising.
* * * *
How many of us actually enter
these crazy contests we hear on
the radio. Well, it pays. Just ask
Pctc McFalls of John St. who
picked up a cool 5350 last Wed-
nesday in a CFPL contest.
* * * *
Tomorrow, Friday and Saturday -
is your chance to show the South
Huron Hospital Auxiliary you ap-
preciate the good work they are -
doing. They're holding a tag day
(s) with proceeds going to our
hospital.
* * * *
If you haven't planned anything
for supper tonight (Wed). it
would be a good idea to take in
one of the turkey suppers that arc
available to you in this arca.
The first one is at Trivitt Me-
morial Church hcrc in town. Sit-
tings are at 5 p.m. and 7 p.m.
with advance tickets only. Call
235-0274 or 235-1995.
The second one is at the Credi-
ton Community Centre being
served smorgasbord from 5 p.m.
to 7:30 p.m. Tickets for this sup-
per arc available at the door.
* * * *
Gremlins attacked my column
last week and changed a name to
Carl rather than Carol when I re-
ported Carol and Dave Stecklc arc
opening their new business
known' as Huron Ridge Flowers
in Zurich.
Back
in time
10 years ago
•"Picket incidents at the lengthy Fleck Manufacturing Limited strike
at Huron Park strike have caused a Windsor firm to back out of an
agreement to locate here an Ontario Development Corporation spokes-
man said Wednesday. ODC director Ross Waddell said the automotive
plant would have employed about 100 persons.... he said the company
decided not to relocate in Huron Park after picket line incidents during
the Fleck strike closed roads to the industrial park."
• Exeter began a trial recycling program. Social Services Committee
chairman Lossy Fuller said that her committee had met recently to
finalize plans to have Thames Valley Recycling pick up glass and
newspapers.
•The village of Lucan raised its commercial water rates, but left the
residential rates untouched. "A survey on water rates prepared by
Hotson and Steeper showed that Lucan's residential rate of $4 a month
was by far the lowest in the area."
20 years ago
•The Hon. C. S. MacNaughton dedicated the Lake Huron water
supply system, a 30 -mile pipeline running from Grand Bend to Arva.
The total cost of thc project was $20 million.
•Four of 10 siudents of grade 11 class of South Huron District High
School were able to complete a the 30 mile walk to the gates of the
University of Western Ontario in aid of the Canadian Cancer Society.
•Dave's Auto Sales in Exeter were offering the Isuzu Bellette, "The
economy car that didn't cut comers to get under $2,000" Does anyone
remember this car?
SO' years ago
•"Lovers of the spectacular were very much impressed by the scin-
tillating display of northern lights on Tuesday night of last week.
Always interesting, thc northern lights eclipsed anything that has been
seen hcrc for years on Tuesday's display."
•"More United Church ministers arc dying or retiring than arc gradu-
ating from seminaries and unless more young men enter the ministry the
church will be faced with a serious shortage of pastors within 10 years,"
the eighth General Council was told.
70 years ago
•"It is claimed that 75 percent of the 161st Huron Battalibn have gone
into the casualty list."
•A letter to the editor asked for a memorial to the soldiers whose
"bones lie bleaching on Flandcr's Plains."
"The writer thinks we should apply to the proper authorities fora pair
of guns for our library grounds as a souvenir of the world's Greatest
War."
• A small story reported the deepest possible diving limit for a diver
to be 297 feet because oxygen becomes poisonous at that pressure.
Divers now exceed that depth by breathing mixtures of helium.
85 years ago
An a rare 1903 copy of the Hensall Observer: "One by one the early
settlers of this country arc being called away and in a very few years
those who cleared this now prosperous county will be known only by
the memory of their deeds, on Sunday morning, John Swan of the 13th
con. Hibbert was called away at the good age of 79 years." Swan was
buried in the Cromarty Cemetery.
•
Seyler's moves for bigger, better market
ZURICH - An expanding Zurich
grocery store has switched locations
to offer customers more variety,
room, and parking.
Seyler's Kommunity Food Mar-
ket moved to the 5,000 square foot
building Morse Tools used to occu-
py.
"We outgrew that building over
there a long time ago," said Ken
Scyler of the store where he began
his grocery business in 1984.
The old store was cramped for
space and the wooden floors buckled
under the weight of the shelves, but
that wasn't Seyler's only interest in
finding a new location. With a
larger store he felt he could capture
part of the grocery market that was
taking business out of town.
"I don't think all the resou s in
this town are tapped," he said.
Seyler docs not want people to
think he is moving into direct com-
petition with the Tender Spot store.
That isn't his intention at all.
"I feel the business is hcrc for the
two of us," he said, pointing out
the best benefit of his new store is
all the positive comments he re-
ceives from happy customers.
The new location is bigger, and
Seyler thinks it is better because he
can now offer a deli counter, and a
fresh meat counter with a butcher,
but a real bonus is the parking lot
out front.
"Parking in the grocery business
is always -a plus," he said. The old
store had to rely on street parking
to bring his customers to his door.
The new store will require mor;,
employees to keep it running, but
as wife Arlene commented on
Thursday's opening day "Today it
wouldn't hurt to have a few more."
The couple are not yet planning
for any future developments for
their business, but will simply
"play it by car."
"I see it as an asset to Zurich,"
said Arlene.
Kommunity Food Marts arc a
divison of Knechtcls, and allow the
Scylcrs to buy in volume to keep
ordering -and shipping costs low.
They are also free to purchase from
other suppliers when opportunities
present themselves.
The new location has a 3,000
square foot sales floor, which is
triple the arca of the original store.
ALL THE FAX
YOU'LL EVER NEED.
llImH U tIW IIIMU I1IkRYWWult
I
y
•-•
is :sem
SAME STORE, NEW LOCATION - Ken and Arlene Seyler take a
break from a busy Thursday opening in the new location for Seyler's Kom-
munity Food Market in Zurich. The new store includes a fresh meat counter
and a deli counter.
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