ITW Consolidates Maintenance Chemicals Brands Under the New Full Throttle® Performance Products Lineup

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The new Full Throttle complete product line replaces the retiring Heartland® and MileGuard® product lines.

ITW Professional Automotive Products today introduced a newly updated Full Throttle® Performance Products brand of automotive aftermarket maintenance chemicals for professional installers and service providers. Effective immediately, this complete line replaces every product in the recently retired Heartland® and MileGuard® product lines available through authorized distributors.

“Relaunching Full Throttle helps us serve all our customers better by focusing our resources on one exceptional brand rather than dividing our attention among three brands,” explained Joe Farr, Distributor Channel Sales Manager for ITW Professional Automotive Products. “Of all the brands in our maintenance chemicals portfolio, research showed end consumers overwhelmingly favored the Full Throttle brand as an automotive maintenance product.”

In addition to a new logo and brand identity system, the new Full Throttle brand also features new packaging and labeling, including color-coded labels by vehicle system to help technicians easily identify products. The enhanced packaging features QR codes on products tied to ITW’s popular Tech U Training & Rewards programs for installers.

What’s inside the new Full Throttle packaging is new, too. Each product features new and improved technologies, formulations and broader application coverage for today’s advanced automotive technologies. Farr adds, “The new Full Throttle line has a replacement for virtually every old Heartland and MileGuard product. And our distributor partners are ready to help make an easy transition.”

Beyond new packaging and formulations, the new Full Throttle is backed by the resources of ITW Professional Automotive Products, which includes world-class production facilities and quality controls, consumer promotional support, in-store merchandising aids, technical support, application guides, and a customer satisfaction guarantee, all designed to meet the professional automotive service community’s evolving needs at a competitive cost.

“Altogether, this new brand is about products that bring extended life and efficiency to vehicles today, with the support and training that professionals need to bring more value to today’s consumer.”

About Full Throttle®
Since 1986, Full Throttle has been dedicated to maintaining the operational systems of today's and tomorrow's vehicles. The company develops and manufactures its own products, specialized tools and equipment at its ISO 9001 certified facilities in Lakeland, Florida, USA. Full Throttle serves these markets every day with a global network of professional automotive industry service professionals, end users and authorized distributors.

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Scott Drucker
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