Rust-eze: The legendary sponsor of Flash McQueen in the Cars universe

852 mots | Temps de lecture : 4 minute(s)

Rust-eze is one of the most iconic brands in the Cars universe. Presented as a company specializing in anti- rust products for cars, Rust-eze is best known for being the official sponsor of Flash McQueen during the Piston Cup. Behind its humorous image hides a story of perseverance and passion for racing.

The Origins of Rust-eze

Rust-eze was founded by brothers Rusty and Dusty Rust-eze , two automotive-loving entrepreneurs who wanted to create a brand that focused on old and rusty cars. Unlike other racing sponsors that focus on luxury cars or young talent, Rust-eze has always taken a more inclusive and accessible approach, catering to worn-out cars that need a makeover .

With their famous slogan "Rust-eze: A little tenderness for your rusty pride!" , Rusty and Dusty have managed to impose their mark on the world of Piston Cup, attracting a loyal following among cars that are at the end of their career or in poor condition.

Rust-eze and Flash McQueen: A turbulent relationship

In Cars (2006), Rust-eze sponsors Lightning McQueen from his debut in the Piston Cup. However, McQueen does not hide his disdain for his sponsor, dreaming of being scouted by Dinoco , a more prestigious brand that offers luxurious perks.

The Rust-eze brothers, despite McQueen's arrogance , always remain proud and optimistic about his potential. They are present at races and encourage him like true mentors .

McQueen stays loyal to Rust-eze

At the end of the first film, after learning the value of friendship and respect through his time in Radiator Springs , McQueen makes a strong decision: to refuse Dinoco 's offer and stay with Rust-eze .

This choice shows that McQueen has evolved : he no longer seeks only glory, but understands the importance of those who have always supported him.

Rust-eze in Cars 2 and Cars 3

Cars 2 : A sponsor still present

In Cars 2 , Rust-eze continues to be McQueen's official sponsor , even when he competes in the World Grand Prix. Although Rust-eze's role is less central in this film, it is noted that McQueen never considered changing sponsors, a testament to his loyalty .

Cars 3 : The Change of Era

In Cars 3 , the racing world changes radically with the arrival of new high-tech cars like Jackson Storm . Aware that the world is changing, the Rust-eze brothers decide to sell the company to Sterling, a businessman who wants to modernize the brand.

This handover marks a significant turning point in Rust-eze 's history. Sterling focuses more on branding and seeks to transform McQueen into a mere marketing product , rather than helping him continue his career.

Eventually, McQueen passes the torch to Cruz Ramirez , who becomes Rust-eze 's new driver with the number 95.

Rust-eze vs Dinoco: A symbolic rivalry

The rivalry between Rust-eze and Dinoco symbolizes the opposition between two visions of motorsport:

• Dinoco represents luxury , prestige and tradition.
• Rust-eze embodies accessibility , humor , and underdogs .

McQueen, by choosing Rust-eze , proves that loyalty and authenticity are more important than prestige and wealth .

Rust-eze Values

Rust-eze embodies several key values:

• Perseverance : The company has managed to establish itself despite a market dominated by more prestigious brands.
• Loyalty : McQueen remains loyal to Rust-eze despite more attractive offers.
• Humor and humanity : Rusty and Dusty are endearing entrepreneurs, who love their customers and pilots.

Rust-eze trivia and hidden details

• In the first Cars , the Rust-eze ad seen on television is intentionally exaggerated and kitsch, with humorous staging.
• Rusty and Dusty are inspired by the Car Talk brothers, two real-life radio hosts who specialize in cars.
• In Cars 3 , Sterling 's car has a sleeker , more streamlined look, contrasting with the more "raw" designs of the Rust-eze brothers.

Conclusion

Rust-eze is more than just a sponsor in Cars . It embodies loyalty , perseverance , and humor in a world where branding and prestige are often prioritized. Thanks to Rusty and Dusty Rust-eze , the company has become a central part of the Lightning McQueen story. Even after the sale to Sterling , Rust-eze remains a powerful symbol in the racing world.