Spray-on dirt sold to make SUVs look 'rugged'
LONDON - Maybe your rugged SUV never goes anywhere wilder than the mall, but you can look like a wilderness adventurer with Spray-On Mud, Shelly Emling for Cox News Service reports Thursday
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For owners who don't want it to look like they're driving an unnecessary gas-guzzler, a little splash signals that the vehicle spends time tackling the back country.
The product is the brainchild of Colin Dowse, a businessman from Shropshire, England, a village close to the Welsh border.
''Spray-On Mud is an urban camouflage designed to give the impression that you are a serious off-roader,'' he said. Dowse, a Web designer, came up with the idea about a year ago while sharing a few pints with friends at a local pub. It's genuine local dirt -- strained to remove stones and other debris -- mixed with water and a secret ingredient that Dowse says helps it stick to a vehicle's bodywork.
But don't use it to obscure the numbers on one's license plate, he warns on his Web site -- that's a fineable offense. Dowse said he can barely keep up with Internet sales of the product at $24.50 a quart.
''We're selling it from Japan to New York,'' he said. ``It's also getting very, very big in Germany, which is kind of strange bearing in mind that they like to keep their cars a bit cleaner than we do.''