New ‘Vehicle Hygiene’ Company

Despite the average steering wheel being four times dirtier than a public toilet seat, vehicle hygiene has been historically neglected, according to the pair of companies. 
 
Shell Lubricants US and Turtle Wax, Inc. are out to change that, and have launched Move Clean, billed as an innovative “total vehicle hygiene company” focused exclusively on the auto industry.  The concept is focused on addressing the rising customer concerns around the cleanliness and safety of their vehicles they own, buy, rent, repair or share – an issue that has been exacerbated by the COVID-19 pandemic. Move Clean will offer a new suite of total vehicle hygiene solutions, including safe, EPA-registered and long-lasting vehicle surface disinfectants and deodorizers, purpose-built application technologies designed specifically for the automotive industry. 
 
The two companies will provide solutions specifically designed to be used in vehicle interiors and on-premises where vehicles are sold, serviced or shared.

The initial solutions are anchored by Turtle Wax, Inc.'s proprietary disinfecting solution called Defend-X, that features Byotrol Technology and is an EPA-registered surface sanitizer that kills over 99.9% of germs, including cold and flu viruses, 2009-H1N1 Influenza A virus, respiratory syncytial virus, coronavirus, rotavirus and norovirus. When used as intended, it keeps surfaces sanitized for a full 24 hours with only one application. Defend-X is categorized in the lowest toxicity level (Level IV). Defend-X cleans worry-free, meaning it is non-staining and non-corrosive; there are no harsh chemicals and it does not contain bleach or alcohol. 

“Our cars are breeding grounds for germs and high-touch areas such as the steering wheel, interactive touch screens, door handles, and belt buckles can spread lingering germs to the driver and other passengers. With Americans spending considerable time in their vehicles, as well as an increase in fleet transportation disinfection needs to keep workforces on the go, the need for total vehicle hygiene has never been higher,” said Laurie King, chief operating officer, Turtle Wax. “Protecting vehicles inside and out has been a core principal since Turtle Wax was founded nearly 75 years ago. Our alliance with Shell to support the formation of Move Clean allows us to continue that mission while also bringing incredible innovation that helps keep Americans safe.”

“From the beginning of the pandemic we saw the automotive industry struggle to find a solution that fit their needs. While business was down, they suddenly had additional responsibility to provide their customers with a safe and clean experience. Without an automotive solution readily available we found businesses trying just about anything; many of which weren't effective or vehicle safe,” said, Nathan Fink, founder and president of Move Clean. “We knew this was not a sufficient outcome for consumers, nor was it a sustainable business model for service providers so we set out to build a company with trusted industry partners who could provide best in class products in a sustainable way.”

“Consumer expectations for health and safety in all aspects of their lives are higher than ever. In Shell's journey to provide a clean and safe experience for our customers, we looked for industry partners who were as committed as we are to bringing a safe, effective and sustainable solution to the market to protect people and get the industry moving again. Shell is proud to have worked with Turtle Wax to respond to these needs by helping to support the launch of Move Clean,” said Machteld De Haan, chief executive officer Pennzoil Quaker State Company and vice president, Shell Lubricants Americas.

Turtle Wax had been ranked in Happi's Top 50 for many years.