In Pixar’s Cars, Lightning McQueen represents Rust-eze in the Piston Cup.
Rust-eze is a fictional product and sponsor associated with rusty-car treatment. McQueen begins the film as a rookie racer whose Rust-eze sponsorship is important to his career, even though he hopes to replace it with the more prestigious Dinoco team.
Dinoco is the major sponsor associated with The King, so it is a frequent source of confusion. McQueen does not start the film as a Dinoco racer. The sponsorship question becomes part of his ambition and helps establish how strongly he values status and career advancement.
Rust-eze remains significant throughout the series. Its owners, Rusty and Dusty Rust-eze, support McQueen, and the brand becomes linked to his identity even as his relationships and understanding of success develop. In Cars 3, Rust-eze also operates the high-tech racing center where McQueen trains.