Like computers and software, basic automotive maintenance can be intimidating.
And auto parts stores carry an overwhelming number of brands. Many of these products make outlandish, meaningless or unsubstantiated performance claims. Honest products making legitimate promises exist, but are nearly impossible to distinguish from the “snake oil.”
Consumers are understandably frustrated and distrustful. A proven, trustworthy Brand name would break through the shelf clutter and provide important reassurance to an uncertain consumer.