Grow fixed ops profit.
Lower your chemical costs.
True Brand is a full line of automotive chemicals, additives, and fluids — made in the USA. Available to DealerShop customers with exclusive savings of 15–30% versus a conventional chemical supplier.
Solid Foundation. Solid Products.
Four pillars, one accountable program.
From pricing to training, True Brand is organized around the outcomes that matter to fixed operations.
Program Pricing & Savings
- Group-purchasing pricing through DealerShop
- Average savings of 15–30%
- Consolidated, simplified billing
- No cost to join
Full Product Line
- Treatments, additives & supplements
- Fluids, cleaners & service chemicals
- Coverage for every major system
- Application tools & dispensing
Manufacturer Advantage
- Formulated & made in the USA
- In-house R&D and quality control
- Consistent supply, no mystery formulas
- Backed by Solid Start since 1976
Training & Support
- Hands-on product & application training
- Sales tools & merchandising support
- Dedicated account & customer service
- Product guides & reference materials
One line covers the whole shop.
True Brand spans every major system a technician touches — from the engine to the washer reservoir — so your team can standardize on one trusted brand.
Engine
Treatments and supplements that enhance performance and extend engine life.
Fuel System
Injector and fuel-system cleaners for smoother running and efficiency.
Diesel
Purpose-built diesel treatments and additives for heavy-duty needs.
Transmission
Service chemicals and additives that support smoother shifting.
Gear
Gear oils and additives for driveline protection and longevity.
Power Steering
Fluids and conditioners that keep steering systems responsive.
Brake
Brake cleaners and service chemicals for fast, clean jobs.
Coolant System
Coolants, flushes, and cooling-system treatments.
A/C System
A/C performance and service products for reliable cooling.
Headlight
Headlight restoration and clarity solutions that add ticket value.
Washer Fluid
Windshield washer fluids and concentrates for every season.
Application Tools
Dispensing and application equipment for efficient service.
Sales Tools
Point-of-sale and merchandising support that drives attachment.
Specialty & Other
Additional treatments and supplements for specialized needs.
Built for fixed ops profitability.
Manufacturer-Direct
Formulated and made in the USA by Solid Start — never private-labeled — for consistent quality and pricing.
Real Savings
Average savings of 15–30% through DealerShop group purchasing and simplified billing.
Hands-On Training
In-depth product and sales training that lifts fixed-ops attachment, retention, and results.
One Trusted Program
Consolidated purchasing, billing, and support through DealerShop.
50 years of American-made automotive chemistry.
True Brand is manufactured by Solid Start — a family-owned, female-owned company formulating automotive chemicals since 1976.
From a garage in Florida to a full manufacturing operation, Solid Start made a deliberate choice: be the manufacturer, not a private labeler. Keeping formulation, quality, and pricing in-house is exactly why True Brand can be both better supported and more affordable than conventional lines.
That commitment earned Solid Start Vendor of the Year honors from both the Automotive Oil Change Association and Grease Monkey International — recognition built on product quality, hands-on training, and a customer-first approach DealerShop now shares.
- In-house formulation & R&D
- Full line of treatments, additives & fluids
- Made in the USA with consistent supply
- Hands-on product & sales training
- Merchandising & point-of-sale tools
- Customer-first service & support
The True Brand Product Guide.
See the full catalog of treatments, additives, and fluids, organized by system — everything your fixed-ops team can standardize on.
How the program works.
Review Your Current Program
DealerShop reviews your current products, costs, and OE service needs.
Build Your Recommendation
We identify applicable True Brand products and prepare program pricing.
Review and Implement
DealerShop reviews the recommendation with your team and coordinates product, training, and support needs.
See what True Brand can save you.
Tell us about your store and current chemical program. We’ll build a True Brand program and review it with you.
Request a Program Review
A DealerShop specialist will build your program and review it with you.