Wards Dealer Business – If you haven’t lately seen a vehicle wearing a front-end protective bra, as the street once called them, it’s not that they’ve disappeared. It’s that they’ve gone clear and almost invisible.

Commonly referred to today as “clear bras,” it now consists of a film applied to the forward-facing surfaces of the hood, fenders, lights, bumper and often door edges and other vulnerable areas to protect against paint chipping, pitting and related damage, says Kevin Iden of Iden’s Dealer Services.

His company provides on-lot reconditioning and detailing services. Walker Renton Subaru and Walker Renton Mazdain Renton, WA, are clients. “Roughly 25% of our deals include the F&I sale of this product,” says Wendy Borgert, the dealerships’ finance director.

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