PPF Posts by Jamie Werner
by Jamie Werner
March 29th, 2017

Changing Markets

Spring is in the air, or at least it has been in some parts of the country. Here in Boston, we got a taste of it for a few days, but then Mother Nature kicked us in the “you know what,” making us wonder when winter will finally be over! I personally am done with the cold and ready for the sunshine. The change in temperature is a sign that the change in sales should increase for the paint protection film (PPF) business. But, the real question is: are you ready for the change in the market? It’s coming, and it’s been staring us in the face for the last couple of years.

There has been this undertone of what type of purchasers actually buy PPF since it’s relatively more expensive than, say, tint or vinyl. The assumption is that car buyers of luxury vehicles are really the only ones who will be interested in buying it since their value is higher and is worth saving for the secondary market. We’ve been missing the biggest opportunity market with so much room to grow; it’s hard to fathom we have just scratched the surface. Wait for it, wait for it—trucks and the off-road market. Just let it sink in a bit while I go into detail on what this market can do, if you approach it. Here are the hard numbers:

  • The top three vehicles sold in the U.S. since 2015 have been trucks (Ford F-150, Chevrolet Silverado, and RAM);
  • The Ford F-150 has been the top vehicle sold for more than 30 years;
  • Trucks held two of the top five vehicles sold in the last ten plus years; and
  • The average purchase price of a truck is valued at just over $33,000.

Now, those are just some basic facts about how influential trucks are and what kind of price point they hover around. Some of these trucks can go for upwards of $60-80,000 depending on which model. A far cry from your two- or four-door sedans, and they’re right there with some lower grade luxury models, as far as pricing. Keep in mind, most of these vehicles are being put to work; that means towing something, lugging materials in the truck bed, going off-road or even being used to push things like plows. It’s no wonder that such a versatile vehicle is holding top spots in purchasing every year. That’s not to mention the countless times the purchasers are adding things to these vehicles for function or restyling.

Their money is just as green and flush as the luxury buyers but with larger areas to cover. Now, if it’s me, I’m looking at dollar signs because most of these trucks have flat areas that would spark interest in protection coverage. That means less install time and more film to put on. Put those two variables together and you have a profitable opportunity. I mean we’re talking construction, contractors, landscapers, plow drivers, hunters and even just good old consumers who need to haul trailers, recreation vehicles and campers. Deep down, I feel versatility is the driving reason for consumers to buy a truck, just like PPF.

PPF is versatile in a sense that you don’t need to be buying a $100,000 vehicle to warrant a reason for protecting the paint. It also isn’t just paint protection film, it’s surface protection film. It’s seeing outside the box of automotive and maximizing the potential to protect something that someone values.

I look at trucks as a gateway to other vehicles and surfaces, which means upsell opportunities galore. Think about that for a moment: if a truck is being used to haul a trailer, what is that trailer holding? Maybe some recreational vehicle, a boat or possibly a camper—how about trying to cover those as well? Maybe the truck isn’t an everyday driver, which means they have a second vehicle. Possibly a two-job opportunity with one customer?

Now don’t get me wrong, these are just scenarios that make you think outside the mainstream model that we usually see PPF installed on. I’m forecasting the new market that is just waiting for us. I hope this prompts you to push those barriers away on who buys PPF. Look deeper into what this product is and how it provides value to someone’s valuables. As always, exceed expectations every day!

This blog 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.

One comment
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  1. This is a very well written article and the content makes a lot of sense.I solute you and take my hat off to you.

    You right we have not scratched the surface of the potential markets.
    A lot of educational marketing and advertising need to be done to awaken this market.
    This can be a long term and expensive exercise.

    In my option the manufactures need to create a huge public relations exercise for starters.
    A obvious starting point would be to have a team of sales personal visiting luxury car dealers giving them demonstration and leaving top notch literature with a incentive rebate program.
    ”What is in it for them”, win win for all is the secret.
    They same type of exercise can be done to the trucking industry and the mobile machinery industry, the likes the road work vehicles.

    Trade shows in these markets need to be done to educate the buyers of such equipment.

    If one thinks ”out of the box” there are so many other markets and products that can make use of paint protection film.This would be an investment to keep products looking good fresh and clean and also improving the longevity of many of these products

    There are ”many ways to skin a cat” but the bottom line is to who and whom will these type of exercise offer the greatest benefits to.
    There are so many opportunities out there but the smart thing is to pick the ones that are going to give you the biggest return in the quickest space of time.

    There is so much more we could come up with on these subjects but I just want to comments short and sweet.

    Please remember time flies and time waits for nobody, so lets maximum our time on things we enjoy, have passion for and pays the bills with a little cream on the top.

    Leon Levy Klingshield South Africa

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