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Turtle Wax

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Turtle wax is an American company that produces and sells detailing related products. They offer a wide range of product from the very beginner up to to the professional detailer. Although originating from America, Turtle wax is sold worldwide.

The history

Turtle wax started out as Plastone by Ben Hirsch in 1930 by creating a liquid polish in his bath tub. The first bottled product appeared in 1944 as Plastone. In 1946 they changed the name Plastone into Turtle wax because of the “hard shell finish”. In 1950 they expanded the range to include household polishes and even dessert toppings. Throughout the years, Turtle wax has grown and has had its focus on 3 of the major customer groups:

  • The beginner, the customer who just washes his car with an old bucket and a worn sponge
  • The enhusiast, the customer who thinks what the best product could be for his lovely car
  • The professional, the customer who has demands, needs perfection but at a low cost

The products

Although Turtle wax aims at the biggest market of customers, they don’t aim to have the highest performing products. Instead of trying to create the best performing product in the world for a handful of specialized detailers with enormous demands, they focus at the average man who just washes his car every few weeks with on old and worn sponge. That type of customer is blown away with the quality and performance of the products. The market with these type of customers is much larger then the market with experienced detailers and trained weekend warriors.
For many enthusiasts, Turtle wax and/or Meguiars are the first brands that introduce them to the beginning of detailing.

Company information

Turtle wax has a worldwide company website that features some of their newest or most popular products. They are also active on varies social media channels, including Facebook, Twitter, Youtube and Instagram. Although they do visit some of the major car events, they are only seen in America and rarely venture outside of their country. However, a distributor or re-seller might visit a detailing event or car meeting close to you with Turtle wax products.
Turtle wax is difficult to contact directly, the size of the company requires a customer service that has to deal with large amounts of complaints and questions. This prevents them from directly and informally connecting with their customers. A re-seller or distributor more close to you might be able to offer you an answer.

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