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The hardworking folks who manufacture the 108 million gallons of antifreeze produced annually in the U.S. have had the same marketing headache for the last 74 years. Most Americans simply don't think about antifreeze. (When they do, it's probably not about any particular brand of the stuff.)
Ever since 1937, when domestic automakers first poured ethylene glycol down radiator pipes to keep liquid-cooled engines from freezing, drivers have pretty much taken the chemical compound for granted.
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