Dinoco is the blue fuel company in Pixar's Cars.
The Dinoco brand is represented by a bright blue color scheme and a dinosaur logo. In the first Cars film, its sponsorship is a major prize associated with the Piston Cup, making it especially important to Lightning McQueen's ambitions.
Dinoco's most visible racer is The King, a veteran champion whose car resembles a Plymouth Superbird. The company later becomes connected with Lightning McQueen after the story changes his priorities and relationships.
Viewers sometimes confuse Dinoco with Rust-eze, the sponsor attached to Lightning McQueen at the beginning of the original film. Rust-eze uses a reddish-orange theme and markets a medicated bumper ointment, while Dinoco is presented as a fuel brand. Dinoco also appears in Pixar's Toy Story as a fictional gas-station brand, linking the two films through a recurring studio easter egg.