What are some surprising uses of WD-40? For example, on automobiles?

Legend has it that 3,000 years ago in ancient India, the legendary sage Vyasa was still quietly recording in the Mahabharata descriptions of India’s version of nuclear weapons and spacecraft—when, far away at a Buddhist monastery, a certain enlightened monk used his profound wisdom to formulate an extraordinarily potent essential oil, named ‘Ayurvedic Herbal Oil.’ Due to its remarkable efficacy—especially in enhancing performance in matters best left unnamed—it was revered as a treasured elixir by seekers including ancient Indian kings, earning fame across ancient India! Its potency proved so overwhelming that over the following centuries, it steadily advanced northward, ultimately penetrating the imperial palace of China’s Qing Dynasty—where it was immediately declared an imperial treasure for overworked emperors and courtiers. Today, this miraculous Indian oil continues to shine, becoming a top-selling staple in countless small storefronts across China. Yet truth teaches us: behind every extraordinary phenomenon lies something even more extraordinary—a mysterious liquid born from the aerospace industry. Since entering the Chinese market, its explosive performance instantly eclipsed millennia of accumulated glory enjoyed by the ‘Indian miracle oil’! Worshipped and praised everywhere—from outer space to kitchen sinks—this magical liquid further cements its supremacy with an astonishing array of additional applications, casually trampling the ‘miracle oil’ underfoot. It bears a bold, high-brow name: ‘WD-40.’ Speaking of WD-40, we must recount its extraordinary origin story. Back in 1953, engineer Norm Larsen—employed by Rocket Chemical Company in the U.S.—was entrusted with a mission critical to human progress: developing a rust-inhibiting, water-displacing agent for rockets. Faced with this sacred task, Norm endured over 30 failed experiments—until, on the verge of spiritual enlightenment (or despair), greatness struck: As Norm gloomily jotted down ‘Water Displacement, 40th formula’ in his lab notebook, a miraculous fluid emerged—endowed with six core functions: water displacement, rust prevention, rust removal, lubrication, electrical conduction, and cleaning. Thus, after the 40th attempt, WD-40 was born—and its name sealed forever! Soon after, this ‘miracle oil’ soared skyward, dominating outer space alongside the booming defense industry… But that wasn’t all: after five years of glowing acclaim in military circles, WD-40 made its first civilian debut in San Diego—immediately igniting the entire Earth’s surface!

How does one forge a legend? WD-40—the ‘universal lubricant’—embodies both the triumph and challenges of a blockbuster consumer product.

First, revenue in the Americas rose 16% year-on-year, driven primarily by a 21% increase in maintenance product sales in the U.S. This growth stemmed mainly from higher selling prices. However, lower unit sales partially offset the revenue gains attributable to price increases. In Latin America, maintenance product revenue grew 18% year-on-year, largely due to increased bulk purchasing by wholesale customers anticipating future price hikes. Additionally, the company’s direct operations in Mexico posted revenue growth, fueled by two factors: rising product prices and favorable foreign exchange effects stemming from the strengthening U.S. dollar. Although oil industry activity in western Canada improved year-on-year, boosting industrial demand for the company’s products, overall weakening demand across Canada led to a 23% decline in maintenance product revenue. Revenue in the Asia-Pacific region surged 42% year-on-year—driven chiefly by a 151% surge in sales to Asian distributors and a 39% rise in maintenance product revenue in China. Recent price increases also contributed positively to growth in both areas. For fiscal year 2023, the company’s net income declined slightly by 1.98% year-on-year—primarily dragged down by a sharp 24.56% drop in Q1 net income. The main causes were foreign exchange fluctuations, reduced customer order volumes, and the company’s suspension of sales to distributors in Russia and Belarus. However, Q3 revenue rose year-on-year, and gross margin edged up modestly—from 47.7% to 50.6%—resulting in a 30.49% year-on-year increase in Q3 net income, which largely offset the pronounced Q1 decline. WD-40 Company epitomizes the ‘one-trick pony’ strategy—its flagship product is WD-40 itself. For decades, the company has guarded WD-40’s formula as a closely held trade secret; since its launch 70 years ago, it has deliberately avoided patenting the product to prevent ingredient disclosure. WD-40 Company was founded on September 23, 1953, originally named Rocket Chemical Company, co-founded by Norman Larsen, Gordon Dawson, and John Gregory. The company initially focused on supplying rust inhibitors and degreasers to the aerospace industry. WD-40 itself was the result of 40 formulation attempts. In the lab notebook, the successful formula was simply labeled ‘Water Displacement, 40th formula’—abbreviated as WD-40—and the company adopted that name directly for the product. The company first entered the consumer market in San Diego, California, in 1958. Not until 1969—when John Barry assumed the dual roles of President and CEO—did the company officially rename itself WD-40 Company, aligning its corporate identity with its signature product. Barry remarked: ‘Since we no longer make rockets, we shouldn’t call ourselves Rocket Chemical Company.’

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