In Pixar's Cars, Rust-eze is the sponsor whose logo is painted on Lightning McQueen.
Rust-eze is a fictional automotive product company whose name refers to a treatment for rusty cars. Lightning begins the film as a rookie race car competing in the Piston Cup, and Rust-eze sponsors him before his unexpected stay in Radiator Springs.
The sponsorship is central to Lightning's early identity. He is eager to replace Rust-eze with the more prestigious Dinoco team, which is associated with the retiring champion Strip Weathers, known as The King. Lightning's ambition initially makes him dismissive of his Rust-eze connection.
Rust-eze is sometimes confused with Dinoco because both brands appear prominently in the film's racing world. However, Dinoco is the desired future sponsor, while Rust-eze is Lightning's original sponsor and the company represented by Rusty and Dusty Rust-eze.