Rust-Oleum powers up Auto Appearance solutions at SEMA 2025

Rust-Oleum is driving innovation forward at SEMA 2025, the world’s premier automotive specialty products trade show. Held annually in Las Vegas, SEMA (Specialty Equipment Market Association) brings together the brightest minds and boldest brands in the automotive industry where innovation, performance, and passion for cars take center stage.

Headlining this year’s exhibit is the expansion of its Custom Spray 5-in-1 technology, now available in two new product lines: Auto Primers and High Heat 2000°F Coatings. Both lines will officially launch in spring 2026, giving car enthusiasts, restorers, and professionals even more ways to achieve a professional-quality finish straight from the can.

Also showcased at SEMA 2025, will be Wipe New—a product that provides innovative car care solutions to help drivers protect and maintain their vehicle’s finish with long-lasting results. The Rust-Oleum team will be conducting on-site demonstrations of the Wipe New Headlight Restore Kit.

Spray your way

The Custom Spray 5-in-1 nozzle puts precision and control in the user’s hands with five unique spray patterns—standard, high output, low output, vertical fan and horizontal fan. Whether covering large panels or fine details, users can easily switch between settings for a smooth, even finish every time.

“Custom Spray 5-in-1 has quickly become a favorite among automotive users for its precision and control,” said Matt Badgley, Senior R&D Scientist at Rust-Oleum. “We’re expanding the technology into our primers and high-heat coatings to give users the same adaptability and performance across even more stages of their projects.”

The new Automotive Primers offer strong adhesion on metal, plastic, and other automotive surfaces—creating a flawless foundation for topcoats. Meanwhile, the High Heat 2000°F Coating is engineered to stand up to extreme temperatures, providing durable protection and a lasting finish for engine parts, exhaust systems, and more.

These additions join Rust-Oleum’s growing lineup of automotive solutions, which includes trusted brands like Wipe New for restoration and protection, and Gator Abrasives for surface preparation. Together, they deliver a complete start-to-finish system for anyone looking to restore, refinish, or personalize their vehicle.

Talk shop with NHRA driver 

Professional drag racer and longtime Rust-Oleum partner TJ Zizzo has also played a valuable role in providing user-driven insights that help shape Rust-Oleum’s automotive innovations. In addition to competing in NHRA Top Fuel, Zizzo owns a full-service body shop, where he and his team regularly put Rust-Oleum products to the test.

SEMA Show attendees will have the opportunity to meet Zizzo and get an up-close look at his Rust-Oleum branded dragster, featuring its current, eye-catching artwork. This unique photo opportunity allows fans to sit in a real NHRA vehicle and connect with a professional racer who relies on Rust-Oleum products. 

"As a car enthusiast and racer, I consistently rely on Rust-Oleum for top-tier solutions for all types of automotive projects," says Zizzo. "It's the leading choice for automotive enthusiasts who prioritize innovation and dependability." 

Don’t miss TJ Zizzo at the Rust-Oleum booth 50143 in the West Hall at the following times: 

• Tuesday, Nov. 4, from 2:00 p.m. to 4:00 p.m. PDT 

• Wednesday, Nov. 5, from 9:00 a.m. to 11 a.m. PDT and 2:00 to 4:00 p.m. PDT 

• Thursday, Nov. 6, from 9:00 a.m. to 11 a.m. PDT and 2:00 p.m. to 4:00 p.m. PDT 

Rust-Oleum continues to lead the way in spray technology innovation, empowering users with smarter tools and superior finishes—so every project looks and performs its best.

The SEMA 2025 Show runs from Nov. 4 – 7. The Rust-Oleum team will be available for demonstrations and to discuss the upcoming innovations at West Hall booth 50143 at the Las Vegas Convention Center.