U.S. Consumers Don't Take Adequate Steps to Keep Their Cars Looking Showroom-New

National Survey Uncovers Primary Causes of Auto Appearance Problems, Offers Insight on How Far Car Owners Go to Protect Their Investment

ROSWELL, Ga., April 16 -- An estimated 16.5 million Americans will buy or lease a new car in 2003, spending an average of $26,150*. And although 80 percent of vehicle owners say the appearance of the car they drive is somewhat or very important, only 6 percent of them are willing to spend an extra $150 on anything to help keep that car looking showroom-new, according to a national survey released today.

Damage to our cars' appearance is a problem, according to the survey, which was conducted by Opinion Research Corporation (ORC International) on behalf of Kimberly-Clark Protective Fabrics. In fact, nearly half of car owners admit to appearance problems such as dings and dents (mentioned by 37 percent of survey respondents), chipped or peeling paint (mentioned by 23 percent), faded paint (mentioned by 15 percent), rust (mentioned by 14 percent), faded interior (mentioned by 12 percent), and cracked dashboards or interior components (mentioned by eight percent).

Protection From The Elements

"Damage to a car's exterior can be expensive to repair and can affect the resale or trade-in value of the automobile," remarks Bobby Likis, host of the nationally syndicated Bobby Likis Car Clinic radio and television program. "There are a number of easy and inexpensive things car owners can do to help avoid problems like these before they affect the significant investment people have in their vehicle."

In fact, the survey uncovered some of the things car owners do to help protect the appearance and safety of their automobiles:

  -- 55 percent of those surveyed said they park under lights in parking
      lots.
  -- 39 percent avoid parking under trees, where sap and falling leaves and
      twigs can do damage.
  -- 29 percent admit to driving out of their way to avoid a dirty, dusty or
      muddy road.
  -- 27 percent park in a far corner of a parking lot.
  -- 20 percent admit to parking across two or more spaces for extra
      breathing room.
  -- 10 percent give extra tips to valet or parking garage attendants for
      "special treatment."

"Oddly, less than 10 percent of respondents utilize one of the best ways to keep a car from getting damaged ... and that's to use a car cover," says Bruce Williamson, director of Sales & Marketing, Kimberly-Clark Nonwoven Fabrics. "Using a car cover can protect your car's exterior finish as well as its interior components. And today's car cover fabrics are engineered to provide protection from everything from UV rays to acid rain."

Seasonal Differences

Just as cold, dark winters affect our moods, the harshest seasons affect our cars' appearance, according to the survey. Winter is seen as the most damaging season by 65 percent of survey respondents. Not surprisingly, those numbers track higher in the colder Northeast and North Central regions of the country, where 86 percent and 87 percent (respectively) of survey respondents chose winter as the most damaging season. On the other hand, summer was seen as a more damaging season in the South and West. Thirty-one percent of respondents in those regions chose summer as the most damaging season, compared with 19 percent of respondents nationwide.

"There are certainly potential hazards in any season," says Williamson. "During the summer, UV rays and radiant energy cause paint colors to fade and the clearcoat over the paint to cloud, crack, dry out and deteriorate. In the spring and summer, tree sap, acorns, pinecones and other things that fall out of trees can cause tiny chips in the paint. And precipitation in the form of rain and snow can signal the start of corrosion."

Indeed, ice and snow were seen as the biggest culprits in terms of damage to a vehicle's appearance. Nearly a quarter of respondents chose that as the thing that has done the most damage to their vehicle's appearance. In the Northeast and North Central regions of the country, 31 and 37 percent of respondents, respectively, chose ice and snow. Other culprits were road dust and debris (chosen by 19 percent of respondents), dings and dents (chosen by 13 percent), sun (chosen by 12 percent) and salt air (chosen by 11 percent).

The Devil Is In the Detail(ing)

Car owners appear to place a priority on having their vehicles washed, however most don't take the extra step to have their vehicle professionally detailed. Nearly 70 percent of those surveyed said their vehicle is washed once a month or more. (A surprising eight percent admit to "never" or "hardly ever" having their vehicle washed.) However, more than half of those surveyed don't have their vehicle professional detailed.

CYA: Cover Your Automobile

When asked how they would feel about using a car cover to help protect their vehicle against damage, 20 percent said that while they had never considered it, it sounded like a good idea. Younger respondents (those in the 18-24 age bracket) especially felt this way, with 37 percent indicating the response, versus only 13 percent of respondents 65 and older.

Twenty-six percent of the survey's overall respondents (and 30 percent of female respondents) said they felt car covers look like they would be hard to put on and take off, which may be why they have never considered using one before.

"On average, it takes about 45 seconds to put on a car cover," Williamson says. "The fabrics that today's covers are made of are so soft and light that virtually anybody can easily put on or take off a car cover.

"As Americans keep older vehicles on the road for longer periods during this soft economy, car covers are an easy, low-cost way to keep that showroom appearance and help maintain a higher resale value," Williamson concludes.

About the Survey

This report presents the findings of a telephone survey conducted by Opinion Research Corporation among a national probability sample of 1032 adults comprising 509 men and 523 women 18 years of age and older, living in private households in the continental United States. Interviewing for this CARAVAN(R) Survey was completed during the period March 21 - 24, 2003. The margin of error is plus or minus 3 percentage points.

About Kimberly-Clark Protective Fabrics

Kimberly-Clark's line of Block-It(R) Fabrics provides the ultimate in appearance protection through a wide range of car cover choices. Ready fit and custom car covers made from Kimberly-Clark fabrics are available through Covercraft Industries, Saddleman, and others in the U.S. and through H.D. Brown Enterprises in Canada. Ready-fit covers are generic in shape yet designed to accommodate as many different styles of vehicles as possible. Custom-fit car covers are designed based on the vehicle's exact year, make, model and aftermarket accessories.

Kimberly-Clark Corporation is a leading global manufacturer of consumer tissue, personal care and away-from-home products. Kimberly-Clark has manufacturing operations in 42 countries and sells its products in more than 150 countries.

(R) CARAVAN is a Registered Trademark of Opinion Research Corporation.

(R) All others Registered Trademarks of Kimberly-Clark Worldwide, Inc. or its affiliates.

*Source: National Automobile Dealers Association