Pink Wiper Blades Raise Money for Cancer Research

Pink is the new black. At least that is the word on windshield wipers from AutoTex Pink of WEXCO Industries in Pine Brook.

Founded in 1991, by and Stephen Schwartz, WEXCO Industries specializes in wiper blades and wiper motor systems. The company sells private label wipers to distributors throughout North America. Many of those distributors sell throughout the world.

WEXCO designs wiper blades for all automobiles, as well as for heavy duty machinery. WEXCO also designs wiper systems for RVs, farm equipment, trucks, and other large vehicles. The twenty-year-old company employs 35 people and is ISO 9001:2008 certified for internationally recognized quality standards.

In 2007, after her goddaughter was diagnosed with a form of cancer, Lombard began thinking about a way to give back.

“I sell wiper blades,” Lombard said. “That’s how this started. I am very busy running my own company so I don’t really do the walks.”

In 2009, WEXCO launched AutoTex Pink, the company’s own brand of windshield wipers. The word Pink originally referred to the ribbon displayed on each wiper. A portion of WEXCO’s AutoTex Pink profits are donated to cancer research and prevention education.

“We hope that this little wiper blade is going to make a difference,” said Lombard. “Because one out of three cars needs new wiper blades, and there are over 200 million cars on the road today—just in the United States.”

Originally available only in black with a pink ribbon, AutoTex Pink was updated for October 2011.

Despite Hurricane Irene causing significant damage to the company’s Pine Brook warehouse and offices, WEXCO was able to launch the new, completely pink, windshield wiper on time.

Lombard explained that many customers requested that a completely pink windshield wiper be added to the existing AutoTex Pink line of black metal with a pink ribbon and black frameless with a pink ribbon. All AutoTex Pink wipers range in price from $11.99 to $17.99 and can be purchased at retailers like the  in Butler, or from Amazon.com.

“Since 2009 we have donated about $60,000,” Lombard said of the company’s commitment to the National Breast Cancer Foundation, Inc., in the United States, and the Breast Cancer Society of Canada.

She noted that each year the AutoTex Pink market share increases.

“It’s whole new territory for us,” said WEXCO’s General Manager, William Clark. “It’s not just something we do every October. It’s something we do every day.”

For 2011 Lombard also expanded the scope of AutoTex Pink. In addition to growing as a brand, Lombard enlisted the help of 24 New Brunswick area Mr. Tire stores. The retailers agreed to donate 10% of the profits from sales of AutoTex Pink to St. Peter’s Hospital’s breast cancer center.

“It’s a double donation,” explained Aimee Rothstadt, who manages AutoTex Pink’s social media and public relations. “It’s our back end donation to the National Breast Cancer Foundation, and then their off of retail directly to the hospital.”

Lombard hopes that the 24 locations will be so pleased with the results that all Mr. Tire stores, as well as other retailers throughout North America, will eventually come on board. This added initiative allows the sales of AutoTex Pink to benefit breast cancer programs throughout North America, from the WEXCO wholesale contributions, as well as locally, from retailer contributions directly to area hospitals.

“Everybody needs wiper blades,” added Rothstadt. “Why not go to these stores? Support a cause? Get these wiper blades, that are great quality anyway, and then the money goes back to something that people really care about.”

“I did call every manager,” added Lombard about the 24 retailers who are participating. “They all felt so proud.”

As one of the few women in the automotive industry for the past twenty years, Lombard is particularly enthused about AutoTex Pink.

“The consumer has always been our focus, Lombard said. “Giving consumers a good quality product at a fair price, that’s our objective.”

She noted that while women make over 83% of purchasing decisions, few are marketed to by the automotive industry. Lombard wants to see that change. She also wants to help women feel more comfortable with the care and maintenance of cars.

Along with the launch of AutoTex Pink wiper blades, the company also launched Facebook and Twitter sites where women can feel comfortable asking automotive or life and health questions. Followers post photos and provide helpful tips to one another. Additionally, WEXCO provides reminders and updates for car maintenance and automotive manufacturing updates.

 “We try to make it a little fun,” Lombard added.

The company has been recognized for articles they have compiled such as: “What You Put in Your Body and What You Put in Your Car,” and “Change Your Heels, Change Your Wheels.”

Next month, at SEMA, one of the nation’s largest automotive specialty trade shows, Lombard plans to roll out a few new AutoTex Pink items that she hopes will also help to “Wipe out breast cancer.”

Pink buckets, pink sponges, and pink wax, suitable for both the car and its windows, will be among the new items.

Lombard finds herself so energized by AutoTex Pink that she admits she sometimes has to remind herself that she sells other wiper blades and wiper systems. 

“We don’t push the sale of AutoTex Pink.  We’re here as a community, and we try to make a difference. You know, they [consumers] need wiper blades anyway, and I was in the wiper blade business. It's not like an oil change. With windshield wipers, consumers know if they need them or not,” Lombard explained. “It’s a win, win, win.”

Rothstadt added, “It’s more than just a wiper blade.”

“Yes,” Lombard said. “Change your blades, change a life.”