P.O.R. Products

What P.O.R. Products does

P.O.R. Products, operating under the brand POR-15 (Paint Over Rust Products, LLC.), is a specialty chemical coatings company that designs, manufactures, and distributes rust-preventive and protective coatings. Founded in 1978 and headquartered in New Rochelle, NY, the company operates as a privately held LLC with 11-50 employees. The customer base spans automotive restoration professionals, DIY classic-car enthusiasts, agricultural and industrial equipment operators, museums, and government and military buyers across global markets served through both domestic and international channels.

The product portfolio is anchored by a proprietary moisture-cure rust-preventive chemistry that is chemically distinct from ordinary paints: the coating cures faster in the presence of moisture rather than drying out, producing a dense, cross-linked molecular structure that forms a non-porous, impenetrable barrier against corrosion. This chemistry underpins the company's signature 3-Step Rust Preventive System (Cleaner Degreaser, Metal Prep, and Rust Preventive Coating), with adjacent offerings spanning Top Coat DTM UV-resistant paint, High Temp Heat Resistant coating rated to 1200°F, Engine Enamel rated to 300°F, Rust Remover based on chelation chemistry, Rubberized Undercoating, Bed Liner, Fuel Tank Sealer, and various primers, 2K urethanes, and accessories. Products are sold as individual SKUs (aerosol, pint, quart, gallon) and as pre-bundled kits — Stop Rust Kit, Caliper Painting Kit, Fuel Tank Repair Kit, Engine Painting Bundle — with price points from approximately $15 to $498.

Revenue is generated entirely through one-time product sales, with no subscription or recurring component. Distribution combines a direct-to-consumer e-commerce storefront (por15.com) with toll-free phone ordering, an international distributor network, and a domestic store-locator channel pointing to physical retailers. The company has cultivated cross-promotional partnerships with complementary automotive aftermarket brands — American Icon Finishes (restoration paints, also a registered trademark of the parent), Adams Polishes (detailing), Engine Ice (coolants and fluids), and HD Expert Fluids (heavy-duty lubricants) — to broaden reach into adjacent categories. No outside funding, no parent company, and no disclosed revenue are present in the input, indicating an owner-operated business with a multi-decade brand position in a niche coatings category.

Name

P.O.R. Products

Legal name

Paint Over Rust Products, LLC.

Website

https://por15.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

P.O.R. Products (POR-15) designs and manufactures specialty rust-preventive coatings sold direct-to-consumer, via international distributors, and through retailers. Founded in 1978, the company serves automotive restoration, agricultural, industrial, and DIY customers using its proprietary moisture-cure coating system.

Ownership category

akta.pro rank

Product category

Specialty Rust Preventive Coatings

NAICS

Paint and Coating Manufacturing (325510), Paint and Coating Manufacturing (32551)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Industrial & Protective Coatings (IMAEAGAB)

akta.pro secondary industries

Rust Repair & Corrosion Treatment (TLAKAEAK), Rust Removers, Metal Cleaners & Tarnish Removers (CRAJAKAG)

Keywords

• Rust preventive coatings
• Automotive restoration products
• Specialty paint systems
• Metal surface protection
• Industrial coating solutions

Headquarters

HQ city

New Rochelle

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Specialty Coatings Product Sales: Direct-to-consumer sales of high-performance rust preventive coatings, top coats, primers, rust removers, undercoatings, and restoration kits. Products sold in various sizes (aerosol, pint, quart, gallon) with bundled kits available.
2. Bundled Kit Sales: Pre-configured kits combining multiple products (Stop Rust Kit, Caliper Painting Kit, Fuel Tank Repair Kit, Engine Painting Bundle) at bundled prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

P.O.R. Products (POR-15) manufactures and sells high-performance rust preventive coatings, direct-to-metal topcoats, primers, rust removers, fuel tank sealers, and bundled restoration kits. The product line is built around a proprietary moisture-cure chemistry and a complete 3-Step Rust Preventive System (Cleaner Degreaser, Metal Prep, Rust Preventive Coating) used by automotive restorers, classic car enthusiasts, body shops, museums, government fleets, and agricultural/industrial operators.

Product overview

P.O.R. Products (POR-15) is a specialty coatings company that revolutionized rust protection in 1978 with its moisture-cure rust preventive undercoating technology. The product portfolio is organized as a complete system architecture centered on the 3-Step Rust Preventive System: Step 1 (Cleaner Degreaser for removing grease, oil, and contaminants), Step 2 (Metal Prep for etching and zinc phosphate coating), and Step 3 (Rust Preventive Coating as the core protective barrier). This foundational system is available as individual products or bundled into various kits including the Stop Rust Kit for small projects, Fuel Tank Repair Kit, Motorcycle Fuel Tank Repair Kit, Caliper Painting Kit, and Engine Painting Bundle. The portfolio extends with specialized coatings including Top Coat DTM Paint (UV-resistant direct-to-metal finish), High Temp Heat Resistant Paint (up to 1200°F), Engine Enamel (up to 300°F), Detail Paint (for cast parts), and Rubberized Under Coating/OEM Bed Liner (for truck beds). Supporting products include various primers (Self Etch, Weld-Thru, High Build), Rust Remover (dissolving bath solution), Reducer Solvent, Dry Time Accelerator, Power Mesh, and Alloy Prep. A dedicated car care line includes Foaming Car Shampoo, Detail Spray, Wheel Cleaner, 1-Step Compound and Polish, Interior Detailer, and Tire Dressing Créme. The company also partners with American Icon Finishes brand for classic automotive finishes.

Differentiator

Problem solved

Functional benefit

Brands

• American Icon Finishes: Automotive restoration paint brand

Products and services

• Rust Preventive Coating The flagship moisture-cure rust preventive coating designed for direct application on rusted or seasoned metal surfaces. Creates a non-porous, impenetrable barrier that seals and protects against water, chemicals, salt, and corrosive contaminants. Non-conductive, suitable for EV conversion applications.
• Top Coat DTM Paint Premium single-stage direct-to-metal UV-resistant coating providing unmatched protection on properly prepared bare metal or primed surfaces with superior sheen and color retention under prolonged outdoor UV exposure.
• Metal Prep Water-based metal etching solution that creates an ideal anchor pattern on bare or moderately rusted metal surfaces by applying a zinc phosphate coating. Non-flammable and leaves no harmful residues.
• Cleaner Degreaser Heavy-duty water-based cleaner that cleans and degreases metal surfaces in one application without leaving residues, noxious fumes, or flammable solvents. Dilutable up to 4 to 10 times its volume with water.
• Rust Remover Rust dissolving solution that safely converts and removes light or heavy rust from metal surfaces without affecting plastic, PVC, Viton, or most paints. Water-based, biodegradable, reusable, and non-corrosive. Works in as little as 25 minutes for light rust or overnight for heavy rust.
• Stop Rust Kit Complete 3-Step Rust Preventive System kit for small projects. Includes Cleaner Degreaser, Metal Prep, Rust Preventive Coating, and application tools covering approximately 6 sq. ft. with two coats.
• 3-Step Stop Rust System Complete professional rust prevention system designed to permanently seal and prevent moisture, salt, or contaminants from contacting metal surfaces; marketed as the most trusted system by award-winning automotive restoration professionals.
• Caliper Painting Kit Complete DIY brake caliper paint system for dressing steel or aluminum calipers, including cleaner degreaser, metal prep, rust preventive coating, caliper paint, gloves, and applicators.
• High Temp Heat Resistant Paint Extreme temperature coating capable of withstanding up to 1200°F / 648.8°C. Resists cracking, chipping, and peeling; weather, salt, and moisture resistant; UV resistant direct-to-metal coating.
• Engine Enamel High temperature engine paint formulated to be self-leveling with rich color depth. Handles engine temperatures up to 300°F without discoloring. Non-flammable and available in multiple classic automotive OEM colors.
• Fuel Tank Repair Kit Complete kit for repairing and sealing metal automotive, agricultural, and industrial fuel tanks. Stops rust, corrosion, and seals pinhole leaks. Impervious to all additives, gas, diesel, ethanol, and higher alcohol content fuels. Seals tanks up to 25 gallons.
• Motorcycle Fuel Tank Repair Kit Specialized kit for motorcycle and small metal fuel tanks such as recreational vehicles, snowmobiles, outboards, and generators. Includes reinforcing fabric for patching holes. Seals tanks up to 6 gallons with silver fuel tank sealer.
• 2K Urethane Coat Two-part urethane industrial topcoat designed for extreme wear, frequent impacts, or exposure to harsh chemicals, providing enhanced performance in demanding environments.
• 2K Top Coat Spray Two-component aerosol top coat providing a long-lasting durable finish lasting months rather than hours, unlike other 2K aerosol products.
• Self Etch Primer Primer for aluminum and steel surfaces that provides etching for improved adhesion.
• Weld-Thru Primer Primer designed for application before welding to protect metal surfaces.
• High Build Primer High-build primer for filling surface imperfections and providing a smooth base coat.
• Rubberized Under Coating Textured coating with recycled rubber providing durable protection against impact from road debris, used for truck bed and chassis protection.
• OEM Bed Liner Truck bed liner product for OEM-style protection.
• Detail Paint Professional grade finish replicating original metal looks for cast parts. Available in Cast Aluminum, Cast Iron Gray, and Stainless Steel, providing low metallic sheen, corrosion resistance, and protection against weather, sunlight, oil, and water.
• Large Caliper Paint Bundle with Rust Protection Comprehensive kit for painting large brake calipers and wheel hubs including cleaner, degreaser, metal prep, and 8 fl oz of caliper paint. Impact resistant, fade resistant, and withstands brake cleaners, road salts, and moisture.
• Matte Clear Coat Low sheen automotive finish achieved through chemistry rather than silica. Delivers extreme resistance to scuffing and burnishing.
• Caliper Paint Heat-resistant brake caliper paint for painting steel or aluminum calipers. Ceramic-like finish that withstands high temperatures and road debris.
• Fuel Tank Sealer Sealer for metal fuel tanks that creates a permanently sealed tank. Silver color, designed to work with POR-15 Fuel Tank Repair Kits.
• Reducer Solvent Solvent for thinning urethane-based paints and coatings up to 10% dilution. Also used for spray equipment cleanup.
• Dry Time Accelerator Additive to accelerate drying time of coatings.
• Power Mesh Reinforcement mesh for structural repairs and patch work.
• Alloy Prep Metal preparation product for aluminum and alloy surfaces, especially for clear coat applications over polished metals.
• Six Pack Stop Rust System Bulk version of the Stop Rust System with six units for larger restoration projects.
• Engine Painting Bundle Bundle for painting engines with high temperature engine enamel including products for surface preparation and top coating in multiple OEM color options.
• Metal Truck Bed Liner Bundle Bulk gallon bundle of truck bed liner product for large-scale undercoating projects.
• Floor Pan & Trunk Restoration Kit Specialized kit for restoring floor pans and trunk areas with the POR-15 rust prevention system.
• Window and Door Seal Channel Repair Bundle Kit for repairing window and door seal channels.
• Clean and Etch Metal Bundle Bundle combining cleaner degreaser and metal prep for surface preparation.
• Car Care Full Bundle Complete car detailing bundle including professional detailing liquids, pail, and bonus items, body shop safe and made in USA.
• Foaming Car Shampoo Professional-grade foaming car wash shampoo for automotive detailing.
• Detail Spray Quick detail spray for maintaining automotive finishes between washes.
• 1-Step Compound and Polish Single-step compound and polish product for automotive paint correction and finishing.
• Wheel Cleaner Specialized cleaner for automotive wheels and rims.
• Interior Detailer Product for cleaning and detailing automotive interior surfaces.
• Tire Dressing Crème Cream-based tire dressing product for achieving a professional finish on automotive tires.

Quantifiable outcome

• One gallon of Rust Remover derusts several hundred pounds of heavily rusted steel (approximately 1/2 to 3/4 pounds of dry rust removed per gallon)
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered minor.

• American Icon FinishesminorGTM or Marketing PartnerCross-promotional partner brand selling automotive finishes. POR-15 recommends American Icon Finishes products to its customer base through co-marketing on por15.com.
• Adams PolishesminorGTM or Marketing PartnerCross-promotional partner brand for automotive detailing products. Recommended to POR-15 customers for complementary car care needs.
• Engine IceminorGTM or Marketing PartnerCross-promotional partner brand for performance fluids. Recommended to POR-15 customers for engine and cooling system products.
• HD Expert FluidsminorGTM or Marketing PartnerCross-promotional partner brand for heavy-duty fluids and automotive chemicals. Recommended to POR-15 commercial and industrial customers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Corroseal: Water-based rust converter/converter primer that competes with the metal prep + rust preventive coating step of POR-15's 3-Step System in the same restoration and marine markets.
• Eastwood Company: Specialty retailer and brand focused on automotive restoration, selling its own line of rust-prevention coatings, paints and tools alongside third-party brands. Directly comparable target customer (DIY restorers and body shops) and product category.
• SEM Products: Automotive refinish coatings manufacturer selling primers, sealers, topcoats and specialty coatings to body shops and restoration professionals — overlapping product portfolio and professional restoration customer base.
• KBS Coatings: Direct-to-consumer specialty coatings brand selling rust-sealing chassis paints, fuel tank sealers and high-temperature coatings to the automotive restoration and hot-rod community — essentially POR-15's most niche competitor.
• Dupli-Color: Automotive paint brand (Sherwin-Williams) selling aerosols, touch-up paints, engine enamels and undercoatings via mass retail. Overlaps with POR-15's engine enamel, caliper paint and topcoat SKUs at the consumer end.
• Herculiner: DIY truck bed liner and undercoating brand that competes directly with POR-15's Rubberized Under Coating and OEM Bed Liner SKUs in the truck and off-road enthusiast segment.
• Rust-Oleum: The dominant consumer rust-preventive coatings brand (owned by RPM International). Competes head-to-head with POR-15 across rust paints, primers and undercoatings, but at a much larger scale and broader retail footprint.
• Chassis Saver (Magicar): Specialty chassis and underbody rust-preventive coatings brand selling directly to the automotive restoration and hot-rod community — closest niche analog to POR-15's chassis and undercoating products.

Broad incumbents

• 3M: Diversified industrial conglomerate with a sizable automotive aftermarket and coatings portfolio including rust prevention, adhesives and undercoatings — broader incumbent that overlaps with several POR-15 SKUs but is not a specialty direct competitor.
• Sherwin-Williams: Largest U.S. paints and coatings company; owns Dupli-Color and other automotive brands. Competes in industrial and protective coatings segments that overlap with POR-15's higher-end and professional SKUs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCWOUiSJawR2owUxwXaZe-qA
• Xx.com/por15inc
• LinkedInlinkedin.com/company/por-15-inc

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about P.O.R. Products