Strong Consumer Awareness and Profit

Strong Consumer Awareness and Profit Potential Make Old World's SmartBLADE™ the Smart Choice for Your Wiper Blade Needs

(November 5, 2002) - Visibility and lasting performance are two things that wiper blades are expected to deliver to consumers. Retailers deciding on the right wiper blade products to maximize their sales opportunities look for these same two characteristics in the form of "brand" visibility and lasting "sales" performance, which includes brisk movement of wiper products at multiple price points.

Old World Industries' SmartBLADE™ is a proven performer that is among the fastest growing brands in the volume retail segment, and with good reason. High impact packaging and a dedicated consumer awareness program combine to provide excellent point of sale recognition of SmartBLADE's two unique selling points to shoppers:

"Each SmartBLADE is equipped with a revolutionary Wear Indicator that takes the guess-work out of blade replacement by turning yellow to alert the vehicle owner when a change is needed," said Greg Palese, Wiper Blade products brand manager for Old World Industries. Despite National Highway Transportation Board recommendations that drivers change their wiper blades every year, the average US vehicle owner replaces his/her blades only once every 2.5 years. "Our product dramatically enhances retailers' profit potential because it is the only replacement blade on the market that actually generates repeat business by visually reminding consumers to change their blades the recommended once every 12 months," Palese explained.

Retailers should know that to support awareness of the SmartBLADE brand and its unique performance features, Old World has kicked off a massive, new consumer advertising program which includes: National TV, national sponsorship of Monday Night Football Radio (including SmartBLADE "Smart Play" of the game), local spot radio buys, and targeted print advertising; as well as sponsorship of Indy Racing League Driver Sarah Fisher and a nationwide public relations effort.

In addition to SmartBLADE Premium Wiper Blades, Old World also offers:

For information about SmartBLADE Premium Wiper Blades and Old World Industries' retail wiper blade programs and pricing, contact Jerry Riccioni,
senior vice president of sales at (800) 323-5400.

SmartBLADE™ is a brand of Old World Industries, a privately-held company in Northbrook, IL, which markets and sells automotive parts and chemicals in over 50 countries worldwide. Old World's other brands include PEAK® Antifreeze & Coolant; PEAK® Winter Chemicals; SIERRA®, the safer antifreeze; Fleet Charge® fully formulated coolant; SmartBlade® Premium Wiper Blades; HERCULINER® Bed Liner Kits; SplitFire® Spark Plugs, Wire Sets and Performance Meters & Accessories.