What SOLID START, INC. does

Solid Start, Inc. is a privately held, family-owned U.S. manufacturer of automotive performance additives and treatments, headquartered in Lakeland, Florida. The company was founded in 2010 by Amber Kossak and Crystal Mathews as the second-generation revival of the Willis Brothers/QMI manufacturing legacy dating to 1976, and operates under the True Brand product family. Its catalog spans roughly 100+ SKUs across thirteen categories — fuel system, engine, transmission (including CVT), power steering, coolant, brake, diesel, A/C, gear, headlight, washer fluid, shop supplies, and application/sales tools — with proprietary technologies including patent-pending 3-Phase Brownian Motion Technology (used in the Fuel Juels time-released fuel treatment), Surface Science Technology (Advanced Intake Cleaner), and a concentrated Polyether-amine (PEA) formula. Recent product development has emphasized modern engine architectures, including GDI-specific cleaners, EV/hybrid-compatible A/C oils for R1234yf systems, low-VOC reformulations, and bundled multi-system maintenance kits.

Solid Start sells primarily B2B through a global network of more than 50 distributors serving automotive aftermarket service centers, quick-lube operators, and fleet customers, with documented relationships including Firestone, Goodyear, Jiffy Lube, Tires Plus, Tire Kingdom, Southeast Toyota U.S.A., Toyota of Japan, and Mazda of Japan (predominantly historical legacy logos carried over from the QMI era). The company supplements this channel with direct-to-consumer e-commerce via shop.solidstart.com and supports its distributors with point-of-sale marketing collateral (counter cards, bay banners, posters) and downloadable technical documentation. Revenue is generated through one-time sales of chemical products and accessory tools; pricing is not publicly disclosed and is negotiated through distributors or direct inquiry.

The business is privately held with no disclosed institutional investors, venture capital, or public-market listing. Operating geographies span North America (USA) and Asia (Japan), reflecting both active distribution and legacy OEM ties. The firm has received industry recognition including repeated Automotive Oil Change Association Vendor of the Year awards and a Grease Monkey International Vendor of the Year award. There are no disclosed acquisitions, funding rounds, M&A, or public-company transactions in the available record, and revenue, headcount trends, and financial details beyond employee range (11-50) are not disclosed.

Name

SOLID START, INC.

Legal name

SOLID START, INC.

Website

https://solidstart.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Solid Start, Inc. is a privately held, family-owned manufacturer of the True Brand family of automotive performance additives and treatments, serving automotive aftermarket service centers, quick lubes, and OEMs via 50+ global distributors and DTC e-commerce from Lakeland, Florida.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Performance Additives

NAICS

Petroleum Lubricating Oil and Grease Manufacturing (324191)

SIC

Motor Vehicle Parts & Accessories (3714), Miscellaneous Chemical Products (2890)

akta.pro primary industry

Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK)

akta.pro secondary industries

Fuel Additives & Lubricant Additives (IMAEAMAL), Automotive Lubricants (PCMO, HDMO, ATF, Gear Oils, Coolants) (EUALAJAH)

Keywords

• Automotive aftermarket additives
• Fuel system treatments
• Engine performance chemicals
• Transmission fluids
• Heavy-duty diesel treatments

Headquarters

HQ city

Lakeland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Additive Sales: Sale of automotive performance additives and treatments through distributors and direct to automotive service centers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Solid Start, Inc. manufactures the True Brand family of automotive performance additives and treatments, including fuel system cleaners, engine treatments, transmission fluids, brake fluids, power steering fluids, coolant system products, diesel treatments, A/C system products, gear oils, and headlight restoration products. Products are distributed globally through a network of over 50 distributors to automotive aftermarket service centers, quick lubes, OEM partners, and entertainment industry accounts, with additional direct-to-consumer sales via the company's online store.

Product overview

Solid Start, Inc. manufactures the True Brand family of automotive performance products — a comprehensive portfolio of chemical additives and treatment solutions for automotive service applications. The product lineup includes: Fuel System products (Fuel Juels time-released treatment, Gas Treatment, Fuel System Cleaners, GDI-specific cleaners, Decarbonizers, Induction Cleaners, Performance Packages); Engine products (Oil System Cleaners, Engine Clean formulations, Engine MAX treatments, GDI Emissions Cleaners, High Mileage treatments, Universal Stop Leak); Transmission products (ATF Cleaners, Multi-Vehicle Synthetic ATF, CVT-specific fluids and cleaners); Coolant System products (Cooling System Cleaner, Cooling System Treatment, Coolant Clean & Protect kits); Brake products (DOT 3/4 Brake Fluids, Low-VOC Brake Cleaner, Squeal Stopper); Power Steering products (Power Steering Fluids in multiple sizes, Premium Synthetic variants, Treatments, Complete Kits); Diesel products (Premium Diesel Treatment, True Diesel MAX, Cetane-Up, DEF Shield, Restore formulas, multi-step kits); A/C System products (TrueCold A/C Performance Booster, AC Refresh, Evaporator Core Cleaner, Synthetic POE oils, Odor Treatment); Gear products (Transfer Case Fluids, Limited Slip Supplement, Gear Oil Supplements, 75W-85/90/140 Synthetic Gear Oils); Headlight products (Headlight Restoration, Headlight Renewal Kit, LED UV Curing Wand); Multi-System Maintenance products (Vital Car Care Kit, EMG Clean & Protect Kit, Oil Conditioner kits); Other products (Rodent Repellant, Battery Cleaner, TrueView Glass Water Repellent); and Washer Fluid products (True Blue, SuperWash 55, SuperScent 55, WinterWash variants). The portfolio also includes Application Tools (Aerosol Applicators, S-Hook Applicators, Drip Applicators, Pressurized Induction Canisters, Throttle Depressor Tools, Induction Service Canisters) and Sales Tools (Counter Cards, Posters, Bay Banners, Counter Displays, Counter Mats). The company operates primarily in the automotive aftermarket, serving service centers, quick lubes, and individual vehicle owners since 1976.

Differentiator

Problem solved

Functional benefit

Brands

• True Brand: Automotive integrity brand representing performance additives and treatments for all types of engines, fuel systems, gear/transmissions, and hydraulic systems.

Products and services

• True Brand Automotive Performance Product Family True Brand is the company's flagship product family covering fuel system cleaners, engine treatments, transmission fluids, coolant system products, brake fluids, power steering fluids, diesel treatments, A/C system products, gear oils, headlight restoration products, and related maintenance additives for automotive service applications.
• Fuel Juels (FJ208) Patent-pending time-released fuel treatment using 3-Phase Brownian Motion Technology. One application treats up to 12 tankfuls (6,000 miles), restores fuel mileage up to 7%, increases compression, fights ethanol problems, boosts octane, removes water, and lubricates. Safe for both GDI and PFI engines.
• Gas Treatment (T255) Concentrated gas treatment that cleans and lubricates the fuel system, protects against deposits, fights ethanol effects, removes water, and is safe for all gasoline and diesel engines.
• Upgrade Fuel System Cleaner (T2010) Aggressive fuel system cleaner containing Polyether-amine (PEA) for deep cleaning of fuel injectors, combustion chambers, and intake valves. Removes water and fights ethanol effects.
• GDI Fuel System Cleaner (T210G) Specifically formulated GDI fuel system cleaner with aggressive 2-stage cleaning for direct injection engines, dissolving gums, varnish, and carbon deposits.
• Advanced Intake Cleaner (TA28) Professional-grade intake system cleaner using Surface Science Technology to remove upper engine and intake system deposits and restore engine power, performance, and fuel economy.
• EMG Clean & Protect Kit (T29901) True vehicle maintenance and protection kit delivering total engine and fuel system cleaning and protection. Removes oil system deposits, prevents future buildup, provides superior anti-wear protection, and includes concentrated PEA formula for fuel system deposits.
• MVP Premium Protection Package (T21FJ33) Three-step pour-in protection kit that safely cleans deposit issues in modern engines, restores fuel mileage up to 7%, fights ethanol, increases compression, and reduces friction wear.
• EMG - Engine Maintenance Guard (T9901) Engine maintenance guard for protecting engine components and reducing wear.
• Engine Clean (T128) Standard engine cleaning formula for removing carbon deposits and contaminants.
• Engine MAX Engine Treatment & Oil Stabilizer Engine treatment and oil stabilizer for protecting engine components between oil changes, available in 11oz and 32oz sizes.
• High Mileage Treatment (T1088) Engine treatment specifically formulated for high-mileage vehicles with older seals and components.
• ATF Cleaner (T408) Automatic transmission fluid system cleaner for removing deposits and contaminants.
• Multi-Vehicle Synthetic ATF (T4F32) Full-synthetic multi-vehicle automatic transmission fluid in 32oz and gallon sizes.
• CVT Cleaner (T4CV08) Continuously Variable Transmission cleaner specifically formulated for CVT transmissions.
• Cooling System Cleaner (T508) Cooling system cleaner that removes deposits and contaminants from radiator and cooling system components.
• Coolant Clean & Protect 2-Step Kit (T5508) Two-step kit combining cooling system cleaner and protector for complete cooling system maintenance.
• DOT 3 Brake Fluid (T8533) DOT 3 brake fluid meeting automotive safety standards.
• DOT 4 Brake Fluid (T8534) DOT 4 brake fluid for higher temperature applications.
• Low-VOC Brake & Parts Cleaner (T8015) Non-chlorinated, low-VOC brake and parts cleaner.
• Power Steering Fluid (T311) Power steering fluid meeting OEM requirements for GM, Ford, Chrysler, Honda, and most automobiles, available in 11oz, 32oz, and 64oz sizes.
• Premium Synthetic Power Steering Fluid (T3G12) Premium synthetic power steering fluid meeting OEM requirements for all power steering systems including Electric Power Steering, Audi, BMW, Jaguar, Mercedes Benz, and more, available in 12oz, 32oz, and 64oz sizes.
• Premium Diesel Treatment (T212) Premium diesel fuel treatment for improving diesel engine performance and fuel system protection.
• True Diesel MAX (T2102) Maximum strength diesel treatment for heavy-duty diesel fuel system cleaning and protection.
• Cetane-Up (T2164) Cetane booster for improving diesel fuel ignition quality and engine starting.
• DEF Shield (T2163) Diesel Exhaust Fluid (DEF) system protector.
• TrueCold A/C Performance Booster (CP6011) A/C system cleaner that removes oil fouling, prevents deposit formation, boosts cooling performance, and includes UV leak detection dye.
• AC Refresh (CP625) A/C system odor eliminator that neutralizes odors caused by mold, mildew, bacteria, pets, and smoke on contact.
• Synthetic POE 68 (CP608) Full synthetic 68 cSt viscosity A/C oil suitable for R1234yf and R134a systems including Hybrid and Electric Vehicles, blended with OEM-approved UV dye for leak detection.
• Evaporator Core Cleaner (CP6019) Proprietary quaternary ammonium compound formula designed to open restricted airflow due to contaminant buildup on evaporator core, advance heat transfer, and optimize A/C systems.
• 75W-85 Synthetic Gear Oil (T7832) SAE 75W-85 synthetic gear oil for light-duty gear applications in 32oz size.
• 75W-90 Synthetic Gear Oil (T7932) 75W-90 heavy-duty synthetic gear oil for standard gear applications in 32oz size.
• 75W-140 Synthetic Gear Oil (T732) 75W-140 heavy-duty synthetic gear oil for severe-duty gear applications in 32oz size.
• Headlight Restoration (T601) Headlight restoration kit for restoring clouded or oxidized headlight lenses to clear visibility.
• Vital Car Care Kit (TVCC44) Essential multi-system maintenance kit protecting engine, transmission, fuel system, and cooling system for comprehensive vehicle care.
• True Blue Washer Fluid Super Concentrate (T6120) Washer fluid super concentrate using Advanced Hydrophobic Technology that repels water and cleans windshields for streak-free visibility. One bottle makes up to 550 gallons.
• Aerosol Vacuum Source Applicator (TA11) Vacuum source applicator for use with True Brand Advanced Intake Cleaner.
• Pressurized Induction Cleaning Canister (SGX113) Stainless steel pressurized canister (26 oz) with 0-100 PSI pressure gauge, Schrader quick-connect fittings, and sight glass for pressurized induction cleaning.

Quantifiable outcome

• Restores fuel mileage up to 7%
• +3 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• National Breast Cancer Foundation, Inc.minorGTM or Marketing PartnerFuel Juels product partnership with National Breast Cancer Foundation, Inc. - a portion of proceeds or promotional support

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Marvel Mystery Oil: Marvel Mystery Oil is a heritage automotive additive brand for fuel and engine systems — comparable long-tenured specialty additive product competing for the same service center and retail shelf space.
• Rislone: Rislone produces engine, fuel, transmission, and cooling system additives and treatments sold through retail and professional service channels — a comparable specialty additive manufacturer targeting similar end users.
• Bar's Products (Rislone parent operations): Bar's Products is the manufacturer of Rislone and Bar's Leaks specialty automotive chemicals, focused on additives, sealers, and cooling/fuel treatments — a comparable specialty chemical manufacturer serving the same channels.
• Lucas Oil: Lucas Oil produces a broad range of automotive lubricants, fuel additives, and performance chemicals sold through distributors and service channels — direct overlap with Solid Start's fuel treatment and additive portfolio.
• Sea Foam: Sea Foam manufactures fuel additives, engine treatments, and petroleum-based specialty chemicals for automotive and small-engine markets — a comparable specialty chemical brand in the same product categories.
• Wynn's: Wynn's is a long-established brand of automotive fuel additives, engine treatments, and cooling system chemicals sold through service workshops and parts distributors worldwide — a direct competitor in the same category Solid Start serves.
• Berryman Products: Berryman manufactures chemical additives and treatments for fuel systems, engines, and emissions — a direct competitor in automotive aftermarket chemical specialties with similar distributor-led distribution.
• BG Products: BG Products manufactures automotive service chemicals and additives (fuel, engine, transmission, coolant) sold primarily through professional service centers and distributors — directly comparable to Solid Start's True Brand product line and distributor-led GTM model.

Emerging players

• Hot Shot's Secret: Hot Shot's Secret is a performance fuel additive and oil treatment brand focused on diesel and gasoline engine protection — overlapping with Solid Start's diesel and fuel system product lines but with a more performance/consumer-leaning brand.

Broad incumbents

• Valvoline: Valvoline is a major lubricants and automotive chemicals company with broad product lines and significant service chain footprint (Valvoline Instant Oil Change) — an incumbent that competes broadly with Solid Start's lubricant and additive offerings through its commercial channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/solid-start-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 SOLID START, INC.