Products
Keeping that ‘new car smell’

Everyone knows that 'new car smell'. Nothing beats it: Sinking into the
seat, the feel of the steering wheel, the burnished dashboard, and the
fresh smell of leather.

The worst part is knowing that it won't last long. The kids, pets,
passengers, groceries and dirt, all ensure that the 'new car
feel' is quickly lost.

Now, a new system's on the market that promises to change all that. The
Zirconite Protection System developed by Concept Chemicals of the UK is
opening up new profit opportunities in the rapidly expanding vehicle
protection market.

Zirconite Leather Shield, which incorporates 3M Scotchgard™, utilises
the advanced dirt and stain repelling technology of 3M Scotchgard™
Protector to add an invisible coating. This active barrier protects
against the build up of every-day soiling whilst allowing leather to
breathe and retain its natural suppleness.

It's a boon for the modern consumer faced with myriad products that
promise to 'add sheen and shine to your dashboard,' or make the
interior 'look as good as new'.  In reality, few work. Instead of a
clean interior, buyers are often left with a cleaned out wallet.

For car owners Zirconite Leather Shield will help protect their
investment in the leather trim option – usually one of the most
expensive options at time of purchase, but also one of the few which
still carries a premium when the car is re-sold.

For those in the trade, the opportunities for added value sales are
considerable. New and used cars, car rental and leasing, even limousine
companies will benefit as Zirconite Leather Shield protects against
champagne spills as well as it does against tea and coffee.

Aviators will find that treating the interior of their planes with
Zirconite will improve the condition of the leather, and boating
enthusiasts will see the same results. 

Zirconite Leather Shield is being launched in two formats: an easy to use
Shield & Care Kit, which contains all the products required for the
treatment of leather trim for one vehicle, and a one-litre trade pack
to offer even greater economies for centres carrying out multiple
vehicle treatments.

The complete Zirconite System also comprises a Fabric Protector, for
total care of vehicle interior fabrics by sealing carpets and fabric
seats with a protective 'spill-resistant' coating. This unique
Zirconite coating seals the fibres, covering each one with a non-stick
micro-resin.

Zirconite is a brand of Concept Chemicals, recognised as one of
Europe's leading innovators in vehicle cleaning and detailing
technologies.  Concept Chemicals & Coatings Ltd was founded in 1987
and is the UK's leading manufacturer of chemicals for professional
vehicle cleaning.

Concept Chemicals has achieved Certification in these assessed product
areas: Development, Manufacture, Processing and Distribution of
Chemicals for the Automotive /Transport Cleaning Industries, Speciality
Chemicals for Paint Refinishing.

For more information, go to www.conceptchemicals.com , or contact Helen Hemmingsen at helen.hemmingsen@fco.gov.uk.