Rust-eze is Lightning McQueen's rookie racing sponsor in Pixar's Cars. The brand sells products marketed as a remedy for vehicle rust, and its sponsorship places McQueen on the Piston Cup circuit.
McQueen initially dislikes the Rust-eze association because he wants the prestigious Dinoco sponsorship. His public image changes after he spends time in Radiator Springs, and Rust-eze becomes part of his identity rather than an embarrassment. The sponsor's rusty, orange-themed branding contrasts with McQueen's polished red body.
Dinoco is connected to The King in the first film and later becomes important to McQueen's career. Rust-eze should also be distinguished from Octane Gain, another fictional racing sponsor in the Cars universe. The brand is a recurring part of McQueen's paint scheme and merchandise.