In the 1970s a Chicago company, Body by Thixo-Tex, became successful on a local scale by offering aftermarket rustproofing services to automobile owners.

The company engaged an advertising agency, Dawson, Johns & Black, to promote the brand, which they did by creating the Rusty Jones name and character.

Company revenue increased fifty-fold within two years, and Rusty Jones became a nationally known service rivaling Ziebart, the previously established leader.

Matex, the parent company of Rusty Jones, was a modified version of Michael's last name, Mater.

Mater sold Rusty Jones to Beatrice Foods family of companies in 1984 with annual sales of $150 million.

"[2] Rusty Jones Inc. filed for bankruptcy protection in 1988 claiming that automakers' extension of factory warranties against rust had caused business to deteriorate.