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WHAT A RIDE
Travel the Old World Industries Timeline
Nixon started a second term. The Godfather won best picture. And Chicago’s Sears Tower was the tallest building in the world. Lesser-noticed in 1973 was an unlikely meeting between two intrepid characters. What resulted was a business built around a simple mantra. Comparatively, what started that night was small but would eventually become seismic. As the story began — and Old World Industries was born.
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Intro
1970s
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The Boatload of Spoiling Shrimp:
A Fairytale Beginning
Riaz Waraich
Never judge a book by its cover
Riaz's story starts to take shape amid the chaos of 1960s University of Karachi. Studying English and Persian literature, he decides to enter business. While he's never contemplated living anywhere else in the world, the universe has different plans. Traversing oceans, professions, products and decades, Riaz eventually comes to build a worldwide enterprise — a big-business titan known for having an even bigger heart.
Tom Hurvis
An impatiant man
As seems to be the rule for doers, dreamers and Old World founders, Tom cut his studies short at Berkeley Business for adventure in Barcelona. When he returns to The States, his Spanish is polished but his life plans … less so. Tom would morph from Rand McNally map man to toothpaste pitch man to ad man. Somehow, the character once described by Riaz as "an impatient man" who "listened to me and gave me wise and thoughtful counsel" channeled his dynamic character to become the helm of an iconic brand.
Freshly married, a young Pakistani man named Riaz Wariach is transferred 8,000 miles west to NYC — where a shipload of not-so-fresh shrimp needs to be sold fast. He makes it happen — and gets introduced to a local with strong partner potential. His name is Tom Hurvis. The two strangers feel an instant trust. And two friends hit the road.
Intro
1970s
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1970s
Propaganda hits the wire, and the battles begin. Alliances and enemies take shape. Diplomacy and scorched earth to yield a new empire. Outside the war we all know, Tom and Riaz’s journey traverses advertising and semi-friendly confrontations. Financial backing from friends and aggressive competition. Burnt coal clinkers, chemicals and eventually … a new company.
Committed? You Bet Your Life.
“Modest beginnings” is cliché, but there’s no reason to call it anything else. Tom cashes in his life insurance for $2,000. They buy four phones, rent space in a friend’s Chicago office and begin trading chemicals. Nixon’s price controls had turned the market into the Wild West — perfect for those with little to lose, to take on the big guys.
Antifreeze Is Best Served NEAT.
The newly formed company answers a bid to sell antifreeze to the Department of Defense. The deal doesn't close, but antifreeze feels right. While other suppliers start cutting their formula, Old World doesn’t. The full-strength contender gets produced and packaged under the name “FULL FORCE®.” And OWI’s first branded product is born.
1973
1975
In 1976, people said we couldn't compete.
— Tom Hurvis
Intro
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The Cold War begins to cool, the free market blooms and the American auto industry falters. But Old World continues to thrive by building new relationships and tapping new innovations, trends and tactics while staying true to the founders' roots.
Cold, Hard, “Borrowed” Cash
Who says you can’t sell something before you actually own it? After a chilly reception from the bank, Tom and Riaz cut a deal to sell their not-yet-acquired company’s equipment. The buyer wires $2.5M. Two hours later, the duo buys PEAK’s formula, name AND equipment … for $2.5M.
Cursed Tape
It's a deal you can't pass up — so OWI once again enters uncharted territory with Mystik Tape. Marketing works so well it catches the attention of counterfeiters, thieves and finally the EPA. Tom and Riaz lose their taste for tape and decide to walk away with a lesson learned.
Enter the Ad Man
Time for Tom’s marketing savvy to shine. Soon, campaigns featuring sports and racing legends hit TVs across America with the likes of Mike Ditka, Wayne Gretzky and Kyle Petty. It works.
Picking Up Speed
Fueled in part by Mike “Da Coach” Ditka’s love for racing and track greats like Michael Waltrip, Kyle Petty and Bobby Allison, Tom and Riaz grow increasingly interested in the sport. The result? The PEAK® Antifreeze Pontiac piloted by Kyle Petty.
1981
1986
1988
1989
1980s
A decade driven by unprecedented tech — the world becomes wired with cable TV, internet, video games and cell phones. Meanwhile, Old World continues to rocket forward on raw combustion both on and off the track, as both racing ties and product lines grow.
Upping the Antifreeze
Bigger, better. Stronger. The universe needs a juggernaut, so Old World engineers answer with the best service life in the industry. OWI launches FINAL CHARGE® Antifreeze because it was the only brand that could — delivering advanced cooling for heavy-duty vehicles with a Million. Mile. Guarantee.
Hang On for the Ride
Old World acquires HERCULINER®*: The #1 selling DIY truck-bed liner promising rugged protection against wear. And who knows rough rides better than professional bull riders? Riding legends Michael Gaffney,J.W. Hart and Wiley Petersen become the perfect ambassadors.
Balancing Fire and Ice
OWI engineers develop their initial formula for antifreeze, pre-charged with cooling additive. Exceeding specs for both cars and monsters alike, another beast is born, called FLEET CHARGE® ANTIFREEZE.
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A Spark Plug Ignites New Momentum
A classic concept with a twist — the Splitfire spark plug’s patented V-shaped tip promises better performance, and Old World adds it to the portfolio. After an article runs in Hot Rod Magazine, the product drives OWI to the moon with over 15,000 calls overnight and 180,000 sales the first year.
1990
1991
1996
1999
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1990s
Fresh off the false alarm that was Y2K, the dot-com bubble bursts and a global financial crisis ushers us all into a new millennium. But while stock markets struggle, a new form of human transaction blooms, as we enter an era of unprecedented social networking and internet connectivity. Not to be left out, OWI surges ahead with new faces and expanded products.
Foresight Is 20/20
The windshield wiper was invented in 1902 by Mary Anderson of Alabama, who didn't drive, after she was stuck in NYC traffic. It makes sense for the world — and Old World, too — so the company adds the first of what would become a full suite of blade innovations.
Walking the Walk
OWI learns the power of automotive ambassadors who use and believe in its products. So why not pursue one of the fastest women on the planet? They do it. And professional racing legend Sarah Fisher starts hitting the gas under the SmartBlade™ brand.
Playing the Long Game
Some companies push sales by limiting their products' lifespan. We disagree on both a cosmic and molecular level. So, with the help of some of the finest engineers in the industry, Old World launches PEAK® Long Life® Antifreeze — setting a new bar for extended protection and performance.
2001
2002
2004
2005
2008
2009
A Trek Into Tech
Driving always at the crosshairs of performance and safety, 12-volt automotive electronics becomes a natural part of the trip. PEAK® accessories became a staple in the growth of OWI.
Blue Gets Greener
EPA emissions standards had been constantly rising — but Riaz and Tom had long been watching. It was time. Overnight, the team brings BlueDEF® diesel exhaust fluid to market. And the #1 brand has been serving the heavy equipment world loyally ever since.
The Lady Crushes
The second female motorsports ambassador in the sponsorship garage takes the world by storm. With PEAK® literally at her shoulder, Danica Patrick starts a lap that will leave a permanent mark on history — and make us proud to be along for the ride.
2000s
Fidget spinners, dabbing and hipsters each take their share of the spotlight, while more seismic phenomena like quantum mechanics, The Golden Age of Television and Old World Industries go into high-gear.
Bright Ideas
OWI purchases licensing rights to automotive lighting leader EIKO, further expanding the company's footprint throughout the vehicle and across the industry.
A Prime-Time Partnership
OWI partners with the most-watched cable reality series in television history: “Duck Dynasty.” Contests, commercials and other promotions hit the wire to remind the world that while PEAK® products are serious, our people love fun.
Chemical Reaction
In a strategic move to focus time and resources on expanding the PEAK® family of products in the global marketplace, Old World sells its chemical business — and scores a long-term supply contract in the deal.
One Big, Fast Family
Old World Industries becomes the primary sponsor of NHRA legend John Force. His iconic Chevy Camaro takes the track sporting the PEAK® Antifreeze name — in a partnership that will eventually support the full Force racing team, including daughters Brittany and Courtney Force.
2012
2014
2015
2015
2016
2017
2017
Argentine Adventure
Quimica True was the OWI of Argentina prior to its acquisition in 2017. Quimica True has supplied the Argentine market with specialty chemicals for the automotive, auto part, steel, metal and oil industries since 1970.
More Horsepower
Old World acquires Victory Blue, a Dallas-based diesel exhaust fluid (DEF) company, adding multiple production facilities throughout the U.S. to power improved distribution in the face of growing demand.
A More Flexible Formula
Plug-in, hybrid or ICE. Asian, European, North American. All cool and protected. PEAK® engineers the new Original Equipment Technology™ line of premium coolants and antifreeze designed to meet global tech and color requirements. It hits roads internationally, promising a perfect match for any vehicle.
2010s
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Technological advances in teleconferencing, online learning, streaming services and e-commerce are changing the way we move and interact — but wheels on the road are as important as ever. And just three years into the decade, OWI is already leaving its mark with juggernautical momentum.
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The Best Gets Even Better
From deep within the Old World labs, another innovation emerges to answer the industry's needs. BlueDEF PLATINUM® is already hard at work on roads worldwide, reducing buildup deposits in diesel exhaust systems with a powerful, proprietary formula that meets and exceeds OEM specs.
Heavy-Duty Performance
OWI launches The Final Charge® PRO-SERIES advanced heavy duty antifreeze/coolant technology with OE certifications. The signature formula boasts a best-in-industry life at a whopping 1.5 million miles.
Taking the Wheel
Tom transitions leadership to the next generation in 2021, appointing his daughters, Christina and Sara, as co-chairs of the Board of Directors. And it's already clear the spirit of innovation and adventure runs in the family.
2020
2021
2022
2023
Moving Forward
The journey over the last 50 years has been truly epic. Customers, consumers, staff, family and friends, we're thankful to those who've shared the ride and can't wait to see what's next.
2020s
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“Old World Industries has amazing brands, products and people who are committed to winning with our customers and consumers every day. I’m looking forward to leading the organization into a new chapter while preserving its legacy."
— Greg Noethlich, CEO
*Herculiner® is no longer affiliated with OWI as it was sold in 2021. For more information on Herculiner, please visit www.herculiner. com.
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Contact US
HEADQUARTERS
3100 Sanders Road, Suite 400
Northbrook, IL 60062
USA
INTERNATIONAL
1-800-323-5440
1-847-559-2000