America’s love affair with the car is long and storied. From Henry Ford’s Model T to Elon Musk’s Tesla, Americans take great pride in what they drive, and some take great pains to keep their vehicles looking shiny and clean inside and out. But with the onset of the COVID-19 pandemic, there’s a greater concern about more than the sheen of the paint. Leading car care companies are looking beyond waxes and polishes to interior cleaning formulations that address the spread of germs, and answer unmet needs for hygiene.

Even as Americans were in lockdown due to the pandemic, they still were on the road—and concerns about coronavirus were accelerating. According to a Turtle Wax survey conducted in October 2020, 47% of drivers said they were more concerned with cleaning the interior of their car today than before COVID-19, and that number increased to 63% among parents.

“While there is a heightened concern around keeping the interior surfaces of their cars clean, many drivers have now increased the number of times they clean their car or are not using the right products to kill germs or sanitize the inside of their vehicles,” said Laurie King, chief operating officer at Turtle Wax, the Addison, IL-based automotive appearance giant that created thefirst bottled car wax in 1944.

To that end, Turtle Wax is expanded beyond its well-known waxes and polishes with alliances and new interior-use formulations that address the spread of germs.

Last November, Turtle Wax and Shell Lubricants US launched Move Clean, billed as an innovative “total vehicle hygiene company” focused exclusively on the auto industry.  

Move Clean will offer a suite of total vehicle hygiene solutions, including safe, EPA-registered and long-lasting vehicle surface disinfectants and deodorizers and purpose-built application technologies specifically designed to be used in vehicle interiors and on-premises where vehicles are sold, serviced or shared.

"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, said in a statement when the alliance was announced last year. "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."

The initial solutions from Move Clean are anchored by Turtle Wax's proprietary disinfecting solution called Defend-X, which features Byotrol technology and is an EPA-registered surface sanitizer that kills more than 99.9% of germs, including cold and flu viruses, 2009-H1N1 Influenza A virus, respiratory syncytial virus, coronavirus, rotavirus and norovirus.  

Headquartered in England, Byotrol develops antimicrobial solutions that improve upon traditional cleaning and sanitizing methods; in the US, it works with Tennessee-based Integrated Resources International LLC.

Turtle Wax is also targeting the consumer directly. A month after the launch of Move Clean, it rolled out Turtle Wax Multi-Purpose Cleaner & Disinfectant at Walmart.com and inside select Walmart stores. The formulation removes dirt, stains and odors, prevents mold and mildew for seven days, and won’t harm or discolor auto interiors as it contains no bleach or alcohol. In addition to sanitizing and disinfecting, it is safe for use on interior car surfaces from touchscreens to steering wheels.



“Turtle Wax has always looked to form key partnerships and alliances throughout its 75 years,” said Laurie King, chief operating officer, Turtle Wax, who noted that the venerable company’s interest in car hygiene pre-dates COVID-19.

According to King, when Turtle Wax began investigating hygiene back in 2018 and 2019, the statistics were already concerning and would have made anyone “rethink shared transportation.” 
For example, one study by net Quote revealed rideshare vehicles were approximately 35,000 times dirtier than a toilet seat. 

“At first that number seems a surprise, but when you consider how many times a toilet seat is cleaned a year it’s likely much more frequent than the interior of a vehicle,” King told Happi. 
COVID, she said, has shined the spotlight on hygiene which has been a neglected part of auto care especially in shared vehicles like rental/fleets. 

“Although there has been multiple public health crisis throughout the years, COVID has not only made people question what they breath and touch but has also made them more aware of strangers’ germs,” she said. “Hygiene in many other parts of our daily lives is considered normal, cleaning your kitchen, home, or even brushing your teeth with some level of regimen is “normal” and we’re seeing that change in auto care.”
 
Ridesharing Germs
In addition to Turtle Wax, two of the biggest names cleaning are addressing needs within the automotive arena. 

In July, Uber announced a partnership with Clorox to provide nearly 600,000 canisters of Clorox Disinfecting Wipes to drivers in three pilot cities — Atlanta, Chicago and New York City. At the time of the announcement, drivers were confirming they have Clorox Disinfecting Wipes available in their vehicle via the driver checklist, and riders in the three pilot cities would receive an in-app notification prior to being picked up that the disinfecting wipes were available for use. 

Uber’s main competitor, Lyft, initiated its clean ride guide, a recommended vehicle cleaning process created specifically to fight SARS-CoV-2 on car surfaces, which was developed in collaboration with P&G Professional and the University of Tennessee Health Science Center (UTHSC), a leader in combating viral pathogens. The guide offers guidance how to effectively clean and disinfect each surface of the driver’s vehicle and recommendations for cleaning supplies from EPA’s N List. 

“As Lyft riders and drivers continue to get back on the road, we’re proud to offer drivers access to products that will help ensure a clean and disinfected space for themselves and their riders,” Paul Edmondson, vice president North America at P&G Professional, said in a statement when the program was announced in October. “By using trusted brands from P&G Professional in addition to Lyft's Health Safety requirements—including wearing face coverings and leaving windows open when possible— Lyft drivers and riders can feel more comfortable in their next ride.”

It’s not just big names taking steps into the space with solutions for consumers and commercial customers.

Chemical Guys, a maker of automotive detailing products for car care enthusiasts and professionals, has also launched its own one-step automotive disinfectant suitable for everyday cleaning. HyperBan Complete Vehicle Antibacterial Disinfectant Cleaner kills 99.9% of germs, kills cold and flu viruses, and kills bacteria, said the company, which is based in Gardena, CA. The formulation is designed for daily cleaning and disinfection of most hard, non-porous surfaces in cars, RVs, trucks and boats such as chrome, glass, metal, mirrors, plastic and vinyl. It delivers streak-free cleaning with antibacterial cleaning action, effectively destroying tough grease and grime, while at the same time quickly eliminating odors caused by smoke, food, pets, mildew and more. The company also rolled out HyperShield Total Home Antibacterial Disinfectant Cleaner, which is specifically formulated for home use in high-touch areas like the kitchen, bathroom, living room, playroom, garage and office. According to Chemical Guys, both products demonstrated effectiveness against viruses similar to SARS-CoV-2 on hard, non-porous surfaces. 

Last month, Contagion Busters, Inc., Atlanta, introduced to repair shops and dealers the equipment and training necessary to sanitize the interior of an automobile after the maintenance and repair work was completed and before the customer picked up the car. The Contagion Busters UV-C light lamp—which it says is the most powerful hand-held unit made— neutralizes pathogens as far as eight feet from the light source and, because it is aimed by hand, a trained technician can focus on critical touch points and quickly navigate the cabin.

Whether by wipe or by UV wand, insuring a car or rideshare is germ-free is just part of our new normal.