When Selchem made mention it produced a lifetime warranty on coatings, it was not taken seriously, in fact rather than gaining clients, it was loosing market share. The name "Lifetime" in its Decorative, Industrial, Commercial, Food & Farming sectors, was renamed "Permanent Coating Solutions", this terminology has been better understood and well accepted. By simply representing Selchem differently, has seen the company growth expanding exponentially.(The Lifetime Guarantee representations in the Selchem Automotive and Trucking Coatings however has not changed ) Selchem has been asked as to what the difference is in terms of its 'Lifetime Warranty' branded product to that of its 'Permanent Solution' products, the answer is; they are one and the same. So the big question is, what does Selchem define as a 'Permanent Solution?' Its a coating produced to last as long as the structure, not that based on a person's life expectancy, with all due respect, this could be one day.