SEMA: Film All About that Paint (No Window)

November 5th, 2014 by Editor

It happens once a year—the Specialty Equipment Market Association (SEMA) Show brings out the best in aftermarket automotive products.

The window film industry responded in a big way, effectively taking up a large portion of the north hall.

Jose Pichardo installs Solar Gard's Clearshield Pro paint protection film on a Mini Cooper.

Jose Pichardo installs Solar Gard’s Clearshield Pro paint protection film on a Mini Cooper.

When asked about trends in the industry, paint protection film [PPF] was the first thing nearly every company official mentioned as major exhibitors highlighted the technology.

“More than 50 percent of our customers have a demand for paint protection film,” said Lawrence Constantin, director of sales and marketing at San Diego-based Solar Gard. “And if they don’t, they soon will.”

Jamie Werner of Premium Shield a Holliston, Mass., PPF manufacturer, offered a simple reason as to why that’s the case.

“You make more money off [PPF],” he said, adding that tint shops are the prime venues to offer the service.

Many companies are beginning to see the product gain traction with car manufacturers through original equipment manufacturing (OEM) adoption.

One such company is Cleveland-based CCL Design, which has agreements with a wide variety of car manufacturers. According to director of business development Cliff Brock, Tesla vehicles have the highest adoption rate.

“Thirty percent of their vehicles have it installed,” he said. “Their cars are custom-ordered so the consumers get it.”

That’s a significantly higher percentage than other car brands, which only have the film on 1 to 2 percent of vehicles, according to a separate source.

Regardless, PPF has almost turned into an industry of its own, experiencing growth due to consumer awareness, Constantin explained.

He said while about 10 percent of everyday consumers know about the benefits of window film, “When you ask them about paint protection, they immediately know what it is.”

This article is from Focus on Film, the weekly e-newsletter that covers the latest news regarding window film and related products, including paint protection film. Click HERE to sign up—there is no charge. Interested in a deeper dive? Free subscriptions to Window Film magazine in print or digital format are available. Subscribe at no charge HERE.

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