Rust-eze sponsors Lightning McQueen before he joins Dinoco in Pixar’s Cars.
Rust-eze is a fictional medicated bumper ointment brand associated with rusty vehicles. Its racing sponsorship places Lightning in a less prestigious position than the famous Dinoco team, which he hopes to join by winning the Piston Cup. The Rust-eze sponsorship is central to the film’s opening conflict because Lightning initially treats the team as a temporary step toward greater fame.
Rust-eze’s owners, Rusty and Dusty Rust-eze, become important supporters of Lightning. Their sponsorship continues beyond the first film and is part of the Cars racing world’s fictional advertising culture. Dinoco is the rival sponsor Lightning pursues, while Octane Gain is another fictional racing brand; neither is the sponsor shown on Lightning’s original race livery.