Rust-eze is the sponsor name displayed on Lightning McQueen’s racing paint in Pixar’s Cars.
Rust-eze is a fictional brand of automobile bumper ointment. At the beginning of the first film, it sponsors McQueen as he competes for the Piston Cup. The sponsor’s logo is prominently displayed on his red body and is part of his early identity as a rising racer.
McQueen initially dislikes the Rust-eze association because he wants the more prestigious Dinoco sponsorship. By the end of the film, however, he chooses loyalty and friendship over replacing Rust-eze after winning the final race.
Dinoco is a separate fictional fuel company and sponsor, while Octane Gain and RPM are other racing brands in the Cars world. These names are often mixed up because several appear on cars competing in the same Piston Cup events.