1967 Dodge Coronet 500-Mile Road Trip: Ziebart CEO Tom Wolfe's Origin Story
About this episode
Tom Wolfe, CEO of Ziebart, shares his automotive journey, highlighting the evolution of vehicle protection since the company's inception in 1959. He discusses the importance of rust-proofing and modern coatings, as well as his personal experiences with classic cars, including a memorable 1967 Dodge Coronet road trip. The episode dives into the family's legacy in the automotive industry and Ziebart's commitment to supporting veterans through initiatives like Mission 22. Tom's passion for cars and the stories behind them make for an engaging listen.
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Tom Wolfe's first car was a 1967 Dodge Coronet 440. Today, he's the CEO of Ziebart International, the company famous for rust-proofing vehicles.
The connection between a '67 Mopar muscle car and a career protecting vehicles from corrosion isn't obvious at first. But when you understand what it means to own a classic car in rust belt territory, the dots connect. Every classic car owner knows the enemy: rust. Tom built a career fighting it.
This episode explores not just Tom's automotive journey, but how loving cars enough to want to protect them can become a global business philosophy.
In this episode, Tom reveals:
- What it was like owning a 1967 Dodge Coronet 440 as a first car
- Why the Coronet 440 sits in that sweet spot of Mopar muscle (not quite a Charger, but close)
- How his early car experiences led him to Ziebart
- The rust-belt reality that every classic car owner in cold climates faces
- What Ziebart actually does—and common misconceptions about rust-proofing
- The global expansion of vehicle protection services (Ziebart's international presence)
- How CEO thinking applies to personal car collecting and vice versa
But there's one decision Tom made about the Coronet that he still questions decades later. It involves rust, originality, and the choice between preservation and restoration. His answer might surprise you.
Related episodes:
https://buzzsprout.com/2316026/episodes/17733043-honda-civic-dreams-to-custom-paint-master-top-coat-garage-owner-s-car-journey-nsx-hunt-paint-secrets
https://buzzsprout.com/2316026/episodes/14867457-1962-dodge-lancer-first-car-david-s-dirt-mobile-college-stories-pt-cruiser-convertible
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Dodge Viper
"Dodge Viper? Got it."
The Dodge Viper is a fast sports car made by Dodge. It has a big engine and is known for being very powerful and fun to drive.
The Dodge Viper is a high-performance sports car known for its powerful V10 engine and distinctive styling. It was produced by Dodge from 1992 to 2017 and is celebrated for its raw driving experience and track capabilities.
Bob Lutz
"Now, Bob Lutz, wasn't that kind of his, either his brainchild, or one of the projects that he really championed from the get-go?"
Bob Lutz is a well-known person in the car industry who helped create many famous cars, including the Dodge Viper. He worked for big car companies and is respected for his ideas about cars.
Bob Lutz is a prominent figure in the automotive industry, known for his role in developing several iconic vehicles, including the Dodge Viper. He has held executive positions at major automakers and is recognized for his contributions to automotive design and marketing.
Chevrolet Express
"out in the garage. I've got a 78 Dodge little red express truck. So I'm always out there doing something or..."
The Chevrolet Express is a big van that people often use for work or to carry a lot of passengers. It's known for being roomy and strong, making it a good option for families or businesses that need to transport things or people. Many people like it because it can handle heavy use.
The Chevrolet Express is a full-size van that has been in production since 1996, primarily used for commercial purposes and as a passenger van. Known for its spacious interior and robust performance, it is often favored by businesses and families needing a reliable vehicle for transporting goods or people. Its versatility and durability make it a common choice in various industries.
Dodge Little Red Express Truck
"I've got a 78 Dodge little red express truck. So I'm always out there doing something or thinking about something that I want to change you on a vehicle."
The Dodge Little Red Express Truck is a special kind of pickup truck from 1978 that stands out because it was designed to be fast and sporty. It has a powerful engine and a unique look that makes it different from regular trucks.
The Dodge Little Red Express Truck is a unique pickup truck produced in the late 1970s, known for its distinctive styling and performance. It was one of the first trucks to feature a performance-oriented approach, equipped with a powerful V8 engine and a sporty appearance.
rust
"So talk for a bit about how rust is so insidious. Why do you want it? Why must that be kept at bay?"
Rust is what happens to metal when it gets wet and starts to break down. It can cause serious damage to cars, making them unsafe and expensive to fix.
Rust is a chemical reaction that occurs when iron or its alloys corrode due to moisture and oxygen. It can significantly weaken the structural integrity of a vehicle, leading to costly repairs and safety issues.
e-coatings
"And granted, manufacturers today have come a long way, have done a lot better job in protecting those vehicles than they did in the 1950s with their e-coatings and their paint technologies..."
E-coatings are special paints that help protect cars from rust. They are applied using electricity, which helps the paint stick better and cover all parts of the car, even the tricky spots.
E-coatings, or electrocoatings, are a type of paint applied to vehicles using an electrochemical process. This method provides a uniform layer of protection against corrosion and is more effective than traditional paint methods, especially for hard-to-reach areas.
ceramic coatings
"which is like a predecessor to the ceramic coatings that are out there now. It's a resin based formula. So it's leaps and bounds above, you know, the old waxes that we used to apply."
Ceramic coatings are special products that help protect a car's paint. They last longer than regular wax and keep the car looking shiny while protecting it from dirt and damage.
Ceramic coatings are advanced protective layers applied to a vehicle's paint, providing durability and resistance to environmental contaminants. They offer a longer-lasting shine compared to traditional waxes and can protect the paint from UV rays, scratches, and chemical stains.
ceramic paint coating
"we came out with our ceramic Z Gloss, which is a ceramic paint coating. It's actually three layers."
A ceramic paint coating is a special layer you can put on a car's paint to keep it safe and shiny. It usually has several layers that help protect against scratches and dirt.
A ceramic paint coating is a specific type of ceramic coating designed for automotive paint. It typically consists of multiple layers that bond to the paint surface, providing enhanced protection and a glossy finish.
paint protection film
"...if you move into the film's aspect, which you'd mentioned, we've got paint protection film, which, you know, you talked about, you know, the stone chips and the rocks and things like that."
Paint protection film is a special type of clear plastic that you can put on your car to keep it safe from scratches and chips. It's like a shield for your car's paint, especially on the front where rocks and dirt can hit it.
Paint protection film is a clear, durable layer applied to a vehicle's surface to protect it from scratches, chips, and other damage. It's commonly used on high-impact areas like the front end of the car to preserve the paint's integrity.
classic vehicles
"But we do see classic vehicles coming into our stores. And we'll hear about it."
Classic vehicles are older cars that people really like because they have a unique style and history. These cars are often collected by fans and can be worth a lot of money.
Classic vehicles refer to older cars that are often valued for their historical significance, design, and craftsmanship. They typically include models that are at least 20 years old and may be sought after by collectors and enthusiasts.
paint chemistry
"...the sophistication of the paint chemistry, what goes into a good paint job. And it really, we all know that that that painting a car these days is a very expensive thing."
Paint chemistry is about how car paint is made and what it's made of. It helps determine how well the paint will last and look on a car.
Paint chemistry refers to the science behind the formulation and application of automotive paints. It involves understanding the components that make up the paint, including pigments, solvents, and additives, which contribute to the paint's durability, color, and finish.
OEM
"...even paint jobs from the OEMs are quite dynamic because there are certain vehicles that have very soft paints..."
OEM means the original company that made the car or its parts. So, when we talk about OEM paint, we're talking about the paint that the car came with from the factory.
OEM stands for Original Equipment Manufacturer, referring to the company that originally manufactured the parts or vehicles. In the context of paint jobs, OEM paints are those applied by the vehicle manufacturer before sale.
paint restoration
"...we see a lot of differences in those paints when we're doing paint restoration where you're polishing the paints and things of that nature."
Paint restoration is when you fix up the paint on a car to make it look better. This can mean getting rid of scratches and making the color shine again.
Paint restoration is a process that involves polishing and correcting the paint surface of a vehicle to remove imperfections and enhance its appearance. This can include removing scratches, swirl marks, and oxidation to restore the paint to a like-new condition.
Hyundai
"I visited the my son's and I tour the Hyundai plant. Hyundai plant, yeah, in Montgomery, Alabama,"
Hyundai is a car company from South Korea that makes different types of vehicles like cars and SUVs.
Hyundai is a South Korean automotive manufacturer known for producing a wide range of vehicles, including sedans, SUVs, and electric cars.
Hyundai Elantra
"they make all the Santa Fe's two sons and Elantras, I believe."
The Hyundai Elantra is a small car made by Hyundai that is popular for being economical and having a stylish look.
The Hyundai Elantra is a compact sedan that is known for its fuel efficiency, modern design, and advanced technology features.
Hyundai Santa Fe
"they make all the Santa Fe's two sons and Elantras, I believe."
The Hyundai Santa Fe is a type of SUV made by Hyundai, known for being roomy and having good safety features.
The Hyundai Santa Fe is a midsize SUV that offers a spacious interior, advanced safety features, and a variety of engine options.
paint shop
"And about nine of it is the car sitting in the paint shop."
A paint shop is a part of a car factory where cars get their color and finish. It's important for making the cars look good and protecting them.
A paint shop is a facility within a car manufacturing plant where vehicles are painted. This process is crucial for both aesthetics and protection against corrosion.
Chrysler
"...My grandfather worked for Chrysler from like the early 40s to the early 70s. And that's kind of where I got my Chrysler Mopar roots, if you will."
Chrysler is a car company that makes different types of vehicles, like cars and SUVs. They have been around for a long time and are known for their popular models.
Chrysler is an American automobile manufacturer known for producing a range of vehicles, including sedans, SUVs, and minivans. It has a long history in the automotive industry and is part of the Stellantis group.
Mopar
"...And that's kind of where I got my Chrysler Mopar roots, if you will."
Mopar is a name used for parts and services related to Chrysler cars. It also refers to special performance parts for these vehicles.
Mopar is a brand that represents the parts, service, and customer care for Chrysler, Dodge, Jeep, and Ram vehicles. It is also used to refer to performance parts and vehicles associated with these brands.
Delorean DMC-12
"...etoured. But Christian wanted me to pop you in my DeLorean and take you back to your first car and no surpri..."
The DeLorean DMC-12 is a unique car from the 1980s that has shiny metal doors that open upwards. It's famous for being in the 'Back to the Future' movies, where it was used as a time machine. People often talk about it because of its cool look and interesting story.
The DeLorean DMC-12 is a sports car manufactured by the DeLorean Motor Company in the early 1980s. It is best known for its distinctive stainless steel body and gullwing doors, as well as its iconic status in popular culture, particularly due to its role in the 'Back to the Future' film series. The DeLorean represents a unique blend of futuristic design and automotive history.
Dodge Monaco
"...it was a 1970 Dodge Monaco station wagon, nine passenger station wagon."
The Dodge Monaco is a large car made by Dodge, and the 1970 version was a station wagon that could carry a lot of passengers and cargo. It was designed for families and long trips.
The Dodge Monaco was a full-size car produced by Dodge, known for its spacious interior and comfortable ride, especially in its station wagon variant. The 1970 model was part of the second generation of the Monaco, which was popular for family use and long-distance travel.
dual snorkel air cleaner
"...it had what's called the the dual package on it. So it had dual snorkel air cleaner, had dual exhaust from the factory..."
A dual snorkel air cleaner is a part of the car that helps the engine get more air. It has two openings to let in air, which can help the engine run better and faster.
A dual snorkel air cleaner is an air intake system that uses two separate air inlets to improve airflow to the engine, enhancing performance. This design helps the engine breathe better, especially at higher RPMs.
dual exhaust
"...had dual snorkel air cleaner, had dual exhaust from the factory. So it was a pretty loaded car..."
Dual exhaust means the car has two pipes for the exhaust to come out of instead of just one. This can help the car run better and sound cooler.
Dual exhaust refers to a vehicle's exhaust system that has two separate pipes, allowing exhaust gases to exit the engine more efficiently. This setup can improve performance and sound.
sure grip
"...had dual exhaust from the factory. So it was a pretty loaded car, had a sure grip..."
Sure grip is a feature that helps the car's wheels get better traction on the road. It makes sure that if one wheel slips, the other can still get power to help the car move forward.
Sure grip refers to a type of limited-slip differential that enhances traction by distributing power to the wheels with the most grip, especially during acceleration or cornering.
exhaust notes
"...my favorite band is the exhaust notes. I thought it was driveshaft. There you go. Yeah."
Exhaust notes are the sounds that come from a car's exhaust system when the engine is running. Different cars make different sounds, and many people enjoy listening to these sounds while driving.
Exhaust notes refer to the sound produced by a vehicle's exhaust system, which can vary significantly based on the engine type, exhaust configuration, and modifications. Car enthusiasts often appreciate specific exhaust notes for their distinct character and emotional appeal.
driveshaft
"...I thought it was driveshaft. There you go. Yeah."
The driveshaft is a part of a car that helps transfer power from the engine to the wheels, making the car move. It's important for how the car drives, especially in cars that have their engines in the front and wheels in the back.
A driveshaft is a mechanical component that transmits torque and rotation from the engine to the wheels, allowing the vehicle to move. It is a crucial part of the drivetrain in rear-wheel and all-wheel drive vehicles.
Dodge Cornet
"...I think the one that we're talking about, it was a 67 Dodge Coronet. Yes. White. We actually found it in in Florida..."
The Dodge Coronet is a type of car made by Dodge, popular in the 1960s. The 1967 version is known for its strong performance and classic look.
The Dodge Coronet is a full-size car that was produced by Dodge from 1949 to 1976. The 1967 model is notable for its classic muscle car styling and performance options.
BMW 318
"...it was a 318 and those engines seem to live on forever. And I think I think we got 20, 21 miles to the gallon with it,..."
The BMW 318 is a model from the BMW 3 Series, which is known for being fun to drive and reliable. Many people like it because it can last a long time without major issues.
The BMW 318 is part of the BMW 3 Series, known for its balance of performance and efficiency. It features a reliable engine that has a reputation for longevity, making it a popular choice among enthusiasts and everyday drivers alike.
miles per gallon (MPG)
"...And I think I think we got 20, 21 miles to the gallon with it,..."
Miles per gallon (MPG) tells you how many miles a car can drive using one gallon of gas. Higher MPG means the car is more fuel-efficient and will save you money on gas.
Miles per gallon (MPG) is a measure of how far a vehicle can travel on one gallon of fuel. It's an important metric for assessing fuel efficiency and operating costs.
Dodge Super Bees
"...volved into the, you know, the cornet RTS and the super bees, they're all based off that same bee body. So, yo..."
The Dodge Super Bee is a fast car from the late 1960s and early 1970s that was built for people who love speed. It looks cool and can go really fast, making it popular among car fans. People talk about it because it's a classic muscle car with a lot of power.
The Dodge Super Bee is a high-performance muscle car that was produced from 1968 to 1971, known for its powerful engines and aggressive styling. It was designed as a more affordable alternative to other muscle cars, offering impressive speed and handling. The Super Bee has become a classic among car enthusiasts, often celebrated for its performance and distinctive design.
Mercedes-Benz 1955
"...they came in second place in Pebble Beach with a what was it in 1955 Mercedes. It was a fifty three bands. Yeah. Gorgeous. Gorgeous."
The 1955 Mercedes-Benz is an important classic car known for its beautiful design and advanced technology for its time. It's a symbol of luxury and performance in the automotive world.
The 1955 Mercedes-Benz is a notable classic car, often recognized for its design and engineering excellence. It represents a significant era in automotive history, particularly for luxury and performance vehicles.
Ram
"...So yeah. So we talked about the we talked about the Little Red Express, but you're tell us about your daily driver, which I think is also a Chrysler product. It is. My daily driver is just it's a Ram, you know, Cummins,..."
Ram trucks are known for being tough and reliable vehicles that can handle heavy loads. They are popular for both work and everyday driving.
The Ram is a line of trucks produced by the Chrysler Group, known for their durability and performance. They are often used for both work and personal transportation.
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