11 june 2007
Brubaker shares the inside track on the automotive industry with the Cleveland Plain Dealer
Reprinted with permission from the Cleveland Plain Dealer
Understand your available options
Choosing the right vehicle to suit your transportation needs can be challenging enough. But when you add in all the various options and packages that are available, it can becoming a little intimidating.
John Brubaker, vice president of Marketing Directions, a West Side, full-service advertising and communications firm with major clients in the automotive aftermarket industry, offers some common sense advice on which options can add both value and enjoyment to your vehicle purchase.
"There are so many different options available today, but when you buy a new vehicle, there are some that really stand out," says Brubaker.
One of the first choices offered by a dealer is usually whether you want hubcaps or alloy wheels.
"Which typically run a couple of hundred extra dollars," says Brubaker, "but they are more than worth it."
Alloy wheels not only enhance the vehicle's appearance, but they are also lighter, which helps with both fuel economy and handling.
"And in many cases, when you get the alloy wheel option on your car, you're getting a better tire," says
Brubaker. "In some cases, you may be going from a 14-inch to a 15-inch tire, which gives you better handling. And, of course, you'll never lose a hubcap." Alloy wheels are also easier to clean and maintain than hubcaps, and can add to the resale value of your vehicle, Brubaker points out.
Traction control is one option that is almost a necessity, especially with our inclement winter weather in
Northeast Ohio.
"Believe it or not, traction control is available on both rear-wheel drive and front-wheel drive cars," says
Brubaker. "In most cases you'll find that it is standard."
While it carries a number of different industry monikers, traction control basically works the same in all vehicles. Sensors in the wheels send information to the vehicle's on board computer and when the computer sees that one wheel is spinning faster than the other, the braking systems slows that wheel down through either the braking system or by either cutting the power to it.
Anti-lock brakes is another must have.
29 May 2007
Camarati cleans up for car talk with the
Cleveland Plain Dealer (Part II)
Reprinted with permission from the Cleveland Plain Dealer
Be methodical and fast when washing
If you read last week's Under the Hood about car-care products, you already know the importance of buying the best you can afford and of buying within the same brand so chemical components don't fight against one another. Stay away from household cleaners and avoid cross contamination by having towels, buckets and other cleaning materials that are dedicated solely to cleaning your vehicle.
But just how should you go about washing your vehicle? Once again, Scott Camarati, creative director of Marketing Directions, a West Side, full-service advertising and communications firm with major clients in the automotive aftermarket industry (and a self-professed car buff) offers his insights gleaned from years of getting vehicles ready for judged competitions.
"The one thing you should never do is to wash your car in the direct sunlight," Camarati says. "It's best to start the job in mid-morning or late afternoon."
Another thing to keep in mind is speed.
"Work quickly. This isn't a time to get a ham sandwich or go visiting with the neighbors," Camarati says, "because you have soap and water and they are fighting against the sun."
Start at the top and work your way down, making sure that as you wash the vehicle, you follow its natural lines.
"If there is a natural flow to how a fender goes, you want to follow that line" Camarati says. "That way if you do get some form of a contaminant, such as road grime or grit. a small scratch might not show up as easily if you're following the natural lines of the vehicle.
"But in addition, there is also a very tactile element to following the vehicle's design lines."
Work a section at a time and remember to keep plenty of water on the vehicle until you are ready to dry.
If for some reason your sponge or wash cloth hits the ground, make sure you rinse it out in a different bucket or container, or under a utility sink. "That way you won't pick up any rocks or pebbles which could scratch or mar your surface," Camarati says. If you need another cleaner, such as a bug remover, remember to agitate rather than scrub. Dry your car off entirely and dump out and rinse your bucket before starting on the wheels. "Start in the center of the wheel and work your way out using a nice turning motion," says Camarati. "A wheel brush also works well, once again agitating rather than scrubbing." Don't expect too much help from spray-on wheel cleaners. Cleaning the tires is especially important for two reasons. One, it gives you a chance to take a quick look at your tread and any possible abnormalities in the tire. But it also eliminates brake dust, which can lead to a brown staining on either the rims or tires which could eventually lessen the value of your vehicle. By cleaning quickly and methodically, the cleanliness of your vehicle is easy to maintain.
22 May 2007
Camarati cleans up for car talk with the
Cleveland Plain Dealer (Part I)
Reprinted with permission from the Cleveland Plain Dealer
Under the Hood When cleaning, use the right products
If you're like most people, your vehicle is the second most expensive investment (next to a home) that you will ever make. But beyond that, your vehicle is also an extension of yourself.
"You really spend a lot of time in your car, so you should take care of it," stresses Scott Camarati, creative director of Marketing Directions, a West Side, full-service advertising and communications firm with major clients in the automotive aftermarket industry.
"Your vehicle says a lot about who you are and how you approach everyday life." A self-professed car nut, Camarati has learned and created some basic cleaning rules in his years of showing hot rods, muscle cars and motorcycles in judged competitions.
"I call it cleaning rather than detailing, because detailing is really something that a professional does," he says. "The average person does not have the proper equipment nor the proper size of garage to do a professional detailing job. And chances are, they don't want to spend a lot of money on expensive car-care products." Even if you are just an average Joe who washes the car once a week, there are some basics that will allow you to do a better job.
To start with, try to use the best auto care products that you can afford and try to stick to one brand.
"A lot of times, if you try to mix and match too many different brands, the chemicals in those different brands might not be formulated to work well together," Camarati says. "There are some synthetics that don't work well with natural products. They might end up actually fighting one another or could haze."
Don't use household cleaners or soaps. "Dishwashing liquid is designed to cut grease and dirt, which is nice, but it will probably take off waxes that are protecting your car," says Camarati. "You also want to stay away from the same bucket that you use in your house because it may contain a floor cleaner or some other household agent that has different types of cross polymers in it. You don't want to cross contaminate."
For that same reason, it's best to buy a set of towels that are specifically designated for car cleaning.
Don't use hot water when washing your car, because that may also break down polymers as well.
"And if you have a natural wax on the vehicle, it may actually cause the wax to bloom, or haze," says Camarati. Camarati sees power-washing attachments as being more of a gimmick than a benefit.
"Actually cars aren't designed to have water forced onto their surface under pressure," he says. "Cars are designed to last for years in natural environments that include hard rains. But a power washer is different. It's well beyond the force of hurricane winds driving rain. And it may actually force water into areas where it doesn't belong."