About Us

Ladies and gentlemen,

let's embark on a journey of automotive transformation, a voyage that unveils a true marvel – WPG, originally and fondly known as "Wet Paint Glaze". The pages of history turned to June 1988, a moment when our venture took its grand entrance into the public sphere. Eighteen months of meticulous testing and trials confirmed our intuitions – a genuine miracle rested in our hands. And, oh, how the world resonated with our revelation!

Today, as you acquaint yourself with WPG Professional, prepare to be astounded. What you are about to experience is not just a convenience product, it's a serious masterpiece. This isn't a diluted imitation; this is a meticulously crafted, full-bodied creation that surpasses its antiquated counterparts with a force and vigor that leaves them struggling in the dust of its brilliance.

 

So, let us be properly introduced, and I extend to you an invitation to delve into the intricate depths of this high-tech auto polishing innovation. Join me, and together we shall ignite your curiosity and ignite your senses.

Wet Paint Glaze: Unveiling the Essence

The original name said it all ( to Auto Detailers and Restorers) – Wet Paint Glaze – a creation designed to grace your vehicle with the immaculate allure of freshly painted craftsmanship. While it carries the moniker "Automotive Polishing Glaze", understand that this nomenclature barely scratches the surface of its capabilities. Wet Paint Glaze is more than a mere polish; it is the architect of a resplendent sheen that embraces every contour, regardless of the paint's condition. As your journey progresses, you'll uncover that WPG crafts surfaces that dance with hues and luminosity, captivating onlookers with their splendor. But our narrative doesn't halt at mere radiance – fasten your seat belts, for we are about to embark on an exhilarating ride.

Polish Over Dirt – An Art Unveiled

WPG's prowess extends far beyond its transformative abilities; it possesses the power to cleanse, polish, and shield a grimy surface without marring its delicate nature. Conventional wisdom may cringe at the notion of massaging dirt into a cherished vehicle's finish, but allow me to present a challenge that stands as testament to Wet Paint Glaze's mettle.

Begin your experiment by applying WPG Professional to a discreetly soiled spot – beneath the hood or trunk, concealed from casual view. Gradually, your confidence will burgeon, and you shall venture further, embracing chrome wheels, taillight lenses, and those quarter panels that often bear the brunt of road debris. It won't be long before you are fearless, boldly entrusting WPG to grace every non-absorbent surface. In no time, the revelation will dawn upon you – the tradition of washing before polishing is an archaic folly, a futile endeavor that only sullies the potential of your vehicle's splendor. Moreover, you will perceive that prior car washes have, inadvertently, etched a tapestry of scratches onto your vehicle's once-pristine surface.

Allow me to elaborate – frequent washes might seem virtuous, yet they eventually exact their toll. Over time, repeated applications of soap and water render your paint lackluster and parched. Compound this with the reality that dry surfaces are far more susceptible to abrasions than those graced by the protective cloak of WPG Professional. Inevitably, a frequently washed car accumulates a litany of "feather scratches," traces of its encounter with high-pressure water and scrubbing tools.

WPG Professional: Guardian of Luster and Shield against Time

WPG, my discerning companions, stands steadfast as a sentinel against scratches, a guardian of your vehicle's allure. But let us dissect its secret, the alchemy that manifests this formidable defense.

Imagine, if you will, spraying WPG Pro upon a section of your vehicle, the atomized jets forming a pink halo that embraces both dirt and surface. Within this mist lies a profusion of microscopic droplets, each a mere .015" in diameter. Those that cling to dirt commence an immediate assault, dissolving grime through the potency of the cleansing agents concealed within WPG's concoction. Simultaneously, the droplets enveloping dirt erect a "hydraulic barrier" against abrasives, safeguarding the pristine surface. This defense is masterminded by innovative lubricants, allowing the "liquefied grime" to be ensnared by the embrace of your polishing towel's pile.

As the towel engulfs the impurities, it also saturates with these lubricants, maintaining its harmony between cleansing and abrasion. Witness, a solitary application towel reigns supreme, able to polish an entire vehicle with effortless grace.

The Glass: Tamed by WPG Professional

Yet WPG's marvel doesn't conclude here – its abilities transcend boundaries, even extending their grace to glass. With the assurance of WPG, glass transforms into an entity capable of defying water with astounding audacity. Raindrops shall flee like startled birds, parting before the might of WPG's seal.

Contemplate the trials of bug removal, a task often met with frustration. While TEFLON™ might deter eggs from sticking to a frying pan, WPG Pro surpasses even that ingenious mechanism. Bugs splattered across grilles and windshields find it nigh impossible to adhere in the presence of WPGs shield – a defense borne not of TEFLON™, but of our own ingenuity, carefully sidestepping the pitfalls that beset traditional TEFLON™ application.

And lo, as the world knows, most waxes and sealants dare not grace glass, lest they cast their oily visage upon it. Such residues pose peril under certain conditions, like the inky abyss of night pierced by oncoming headlights, or the light drizzle that beckons windshield wipers to action. Yet WPG departs from this grim tradition, leaving behind no oily imprint, rendering it the ultimate companion for your glass-cleansing exploits. A vista of clarity awaits, like a diamond poised to gleam beneath the caress of your gaze.

An Ode to Economy and Pragmatism

In this tale, we uncover a narrative of uncommon brilliance – WPG Professional arrives cloaked in the world's first refillable aerosol bottle. For the discerning connoisseurs, those who operate at the threshold of high volume – detail shops, dealerships, body shops, and rental agencies – the acquisition of cleansing products in bulk becomes a necessity. Alas, conventional aerosols are fraught with limitations, their diminutive stature and exorbitant cost blunting their allure to these distinguished users.

Yet WPG unveils a revelation – a symbiotic relationship between volume and economy. It beckons you to reap the fruits of this union, acquire WPG Professional in its REFILL form, and endow your refillable aerosol with its potent content. A quartet of full polish sessions, inclusive of windows, awaits within a single vessel. As the vial empties, grant it the replenishment of our 32-ounce, 64-ounce or gallon REFILLS, and witness this synergy yielding sixteen illuminating encounters. A gem of pragmatism, delivering quadruple the value for a price merely twofold – a triumph of sensibility.

For those who covet supreme economy, we present the BULK-PAKS from 32-ounces to 250 gallon totes. Within its confines, WPG finds its pace, its cost-per-ounce calculation emerging superior to the sum of its components. A symphony of ingenuity, indeed.

Diving Deeper: The Unveiling of WPG Professional

Within this realm of opulence, the crux remains – how shall one replenish the arsenal of brilliance? It's a simple act, dear friends, one that can be accomplished in under fifteen seconds.

Why the aerosol? The notion arises naturally, and WPG responds with a revelation. While conventional wisdom might endorse trigger sprayers or finger pumps, WPG transcends these conventions, endorsing precision in application. The aerosol, equipped with fluidity and finesse, grants passage to the realm of polish-over-dirt, inviting you to embrace this choreography of grace. As the valve succumbs to your gentle touch, it alights upon the surface with ease, orchestrating a symphony of meticulous application. A process devoid of "cold shock," eschewing the abrupt shocks that hinder conventional aerosols, making the aerosol sprayer your preferred companion.

Prismatic Phenomena and the Essence of WPG Professional

Gentlemen, scholars, adventurers, lend me your attention, for we stand at a crossroads, the heart of our discourse. The question that echoes is simple, yet its answer resides in the realm of the extraordinary – how splendid can a spray wax truly be? Allow me to disabuse you of your expectations, for WPG isn't just any spray wax. It resides on a plane beyond the ordinary, a vantage point that transcends the mundane.

Should you choose to employ WPG Pro occasionally, substituting it for a thorough wash, older vehicles shall don an appearance of rejuvenation. Yet the virginal surface of a new vehicle shall ascend beyond its original glory. And should your inclination lean towards a power buffer, the marriage of WPG with machine shall etch a luminous chapter that perseveres, an awe-inspiring tale for an entire year, impervious to the vagaries of nature.

For older vehicles, those with paint languishing in neglect, WPG Professional wields its magic with a firm hand. In cases of exceptionally dulled paint, a power buffer might necessitate the accompaniment of a rubbing compound. Yet in most scenarios – even those where a wet finger traces tales upon the hood – WPG is the consummate handmaid, mastering the task with ease. Herein, revelations await, as your efforts might be mistaken for an extravagant paint job, a testament to WPG's transcendent prowess. Indeed, WPG becomes a cost-effective emissary, enhancing a vehicle's trade-in value with an economy of means.

WPG Pro's: Unparalleled Ease

Allow me to address those navigating the professional waters, for WPG Pro extends its embrace with unparalleled elegance. Ease of use becomes its anthem, a melody that echoes through detailing shops, whispered tales of SPRAY & BUFF exchanged like enchanted secrets. The canvas of a vehicle beckons, and WPG extends its blessings even upon soiled surfaces, leaving the finish unmarred, the polishing bonnets unobstructed. A chronicle of woolen bonnets and microfiber pads intertwine, weaving a spell of refinement that suits vehicles born in the 90s or beyond. An array of choices directs the process – terry cloth bonnets, foam pads, and orbital buffers all partake in this ballet of transformation. Yet, the pinnacle, the zenith of perfection, is reserved for the variable-speed rotary-style buffer adorned with a microfiber bonnet. The audience, entranced by this cascade of glimmers, finds itself spellbound by the sizzle of triumph.

A Symphony of Versatility: WPG's Ode to Surfaces

In our narrative, the versatility of WPG emerges as an aria of multifaceted brilliance. While it dons the mantle of "Automotive Polishing Glaze" with pride, its virtuosity transcends the bounds of automobiles. Painted metals, chrome, glass, lacquered woods, ceramics, porcelain, plastics, brass, aluminum, and fiberglass – an ensemble of surfaces upon which WPG gracefully pirouettes. Its saga echoes across an array of hard, non-porous domains.

Indeed, WPG surpasses its automotive origins, becoming a steadfast ally within households. Windows, mirrors, ceramic tiles, stoves, bath fixtures, refrigerators – the gallery of surfaces vie for WPG's touch. The revelation doesn't cease at cleansing and polishing; WPG transforms the ordinary into a realm of convenience, preempting fingerprints, ushering in an era of ease.

A Symphony of Rain and Shine

The heavens weep, raindrops descend upon the earth, and yet, WPG Pro stands undaunted. No longer must you lament a wet canvas, for WPG possesses the means to conquer even the presence of water. Embrace the scenario, from the errant lawn sprinkler to the capricious dance of nature's elements – WPG endures. Elevate the application, bestow generosity upon the liquid, and reap the harvest of brilliance. Should the towel become drenched, simply exchange it for a dry accomplice. This is no tale of limitation; it's a narrative of empowerment, an opportunity to seize control even amidst the elements' whimsical ballet.

In Closing: A Symphony of Giggles and Brilliance

Ladies and gentlemen, as we approach the final crescendo of our symphony, take heed – WPG beckons you to transform your vehicular encounters into a symphony of brilliance. It's not merely an instrument of shine; it's a conductor of delight, a catalyst for grown men to experience the wonder of a giggle with every application. Be it the adornment of the family chariot or the indulgence of an annual automotive ritual, WPG transforms hours of labor into a ballet of giggles.

Friends, isn't it time you surrendered to the allure of WPG? In this act, you pledge allegiance not only to the preservation of our world's most precious resource but also to the preservation of beauty. You emerge as a custodian of grace, a keeper of brilliance – the keeper of America's grandeur.

With luminous wishes and a touch of brilliance,

This is all made possible by the late great Steve Leis and we continue to produce WPG using his original formulation. 

History of Wet Paint Glaze

The year was 1987; the month was January.  At the time, ATI President / C.E.O. Steve Leis was nearing his 20th year at Leis Motors, a Chrysler dealership established in 1925 by his grandfather Jacob.  In recent weeks, Steve had been entertaining fantasies of a car wax that could be applied directly to the finish of a dirty vehicle without having to wash it first—and more importantly, without scratching its paint.  By the time the 21st of the month rolled around, he was all set to go.  Armed with a handful of maverick ingredients and a $10 kitchen blender, Steve began the unenviable task of developing a single product capable of both washing AND waxing a vehicle at the same time.

Warehousing Wet Paint's 35 ingredients requires a lot of storage space.

To his surprise, the 40-year-old entrepreneur met with success on only his second attempt!  Not expecting victory so early in the process, Steve’s glee quickly turned to gloom after realizing his failure to document the exact quantity of each ingredient used.  The oversight proved ugly.  By 3:00 AM (nearly three-dozen flops later), the motor on Steve’s el-cheapo blender was nearly as hot as the neck under his collar.  The lesson learned that evening was as painful as it was challenging.  CLOSE DOES NOT COUNT!  For the formula to work at all, it had to be ‘right on the money’. 

A few sleepless nights ensued as Steve stubbornly labored to resurrect the lost formula.  Then, just as unexpectedly as it disappeared, the magic combination suddenly reappeared.  Joy again reigned in Mudville!  Ironically, the temporary setback proved to be mostly beneficial because it demonstrated the formula’s intolerance for "deviation".  Bad news for polish pirates; good news for Steve! 

In April of 1988, Steve waved goodbye to a lucrative career at Leis Motors, and together with his wife Leticia, founded Advanced Techniques, Inc. in the Industrial Park section of Elbow Lake, Minnesota.  Less than two months later, at 2:00 PM on the 1st of June, the first bottle of Wet Paint came chugging down the assembly line to the cheers of staff & crew.  From those humble beginnings, it took a few years to build up momentum, but by the end of the millennium, nearly 18 million bottles of Steve’s magic elixir had brightened the landscape.  Literally.  Not surprisingly, his revolutionary foresight helped open the door for a host of "me too" imitators.  Fortunately, because Wet Paint is impossible to reverse-engineer, other manufacturers have had to develop their copycat formulas entirely from scratch.  To date, none has come close.

A portion of ATI's production facility. Each 3,000-gallon white tank houses bulk chemicals. The two 1,500-gallon stainless steel vats are for mixing Wet Paint and/or private labels.

For one thing, ATI has exclusive rights to a number of complex chemical blends packaged by outside suppliers.  Without access to these blends, cloning Wet Paint is a virtual impossibility.  Then, too, a number of ingredients in Wet Paint have never been utilized by the car polish industry.  This is somewhat akin to making toothpaste from a mixture of Jell-O and cornstarch.  And finally, with roughly three dozen components in the mix, and a recipe so tight that even a 1% deviation on any one of them yields a vat full of mush…well, you get the idea.  Oh, others keep trying, but their imposter products are nothing more than scented dust removers.  There’s no real muscle to any of them.  The Wet Paint formula, on the other hand is the real deal – a brew capable of rejuvenating dead paint, building deep three-dimensional shines, and protecting hard surfaces from Mother Nature’s disdain for shiny cars.  And, to insure against the possibility of others catching up, Steve continues to tinker with his precious formula.  He’s modified it (are you ready for this?) thirteen times now and we just can’t get him to stop.  Of course, this might explain why Wet Paint remains a quantum leap ahead of Brands X, Y and Z.

Despite achieving success against all odds, the folks at ATI have remained humble to their roots.  They continue to maintain the same facility in Minnesota that they purchased in 1988, slowly expanding its size to a modest 10,303 square feet on 1.03 acres of land.  Smallness of size, however, has never been much of a hindrance because they’ve learned the value of efficiency.  For example, with the touch of a few buttons, 35 ingredients are sent spilling into 1500-gallon stainless steel mixing tanks; and with the touch of another button, the finished product is sent to its destination.  Fact is that one individual can produce 7500 gallons of Wet Paint per day without breaking a sweat…admittedly with the air-conditioner set on HIGH.

One area in which shortcuts are off-limits, however, is in the area of customer satisfaction.  "Personal touch" is the predominant theme running through everything they do, from the hand-assembly of each 5-piece Aerosol bottle to the attention given customers over the phone.  The vibrations at ATI are good and the atmosphere is one of family.  We think this translates well when dealing with customers, both large and small alike. 

The "Commander-in-Chief," holding one of three electronic blending controllers.

Over the years, ATI has also created nearly a dozen private labels for other companies and will continue to do so in the future.  However, the spotlight will always remain tightly focused on Wet Paint—our flagship product—because it’s the one single product that no one should be without.

Here’s something else.  Despite the rising cost of raw materials, transportation, utilities and salaries, ATI has NEVER increased the price of Wet Paint.  NOT ONCE!  In fact, the cost to dealers was lowered by 20% in 1992 and has remained there ever since…a feat unheard of in modern times.

Finally, while researching this piece, we ran across the following “ATI Business Creed”, which is something that was penned in March of 1987 and still holds true to this day.  Perhaps even more so.

ATI BUSINESS CREED

Formulate the best product you know how, then make it even better.

Don’t skimp.  (We didn’t HAVE to buy our own chemical tankers, but we did.)

Produce and distribute the product yourself to keep end user costs as low as possible.

Treat each customer as though they were your only customer.

This is the attitude that’s helped keep ATI prosperous over the years despite the presence of industry giants who would like nothing better than to peck out the eyes of a weaker opponent.  Our advice to them is to keep checking the rearview mirror.

Wet Paint: The first of its kind / the best of its kind!