Although the exact scope of the international marketplace for paint protection films remains unclear, Wall Street analysts sizing up the stock potential of PPF industry participants are bullish on the category’s overall global prospects.
China and the Middle East are especially cited as intriguing investment opportunities for PPF providers. Both regions are experiencing high demand for luxury vehicles along with hostile environmental conditions favorable to marketing PPF applications.
Buyers in China are interested in protecting their gleaming automotive finishes from the ravages of the country’s serious air pollution problems; an extra layer of protection from scouring desert sands is desired by Middle Eastern motorists.
Established in 1976, Sharpline Converting is among the PPF manufacturers pursuing an international presence. Headquartered in Wichita, Kan., the company also has facilities in Elkhart, Ind. and St. Petersburg, Fla.
Sharpline received recognition within the segment for its sponsorship of October’s 2014 International Window Film Conference and Tint-Off convention in Baltimore. (The PPF industry tends to be closely aligned with the window tinting market.) Nevada is hosting the 2015 International Window Film Conference and Tint-Off from Sept. 30 through Oct. 2 at the Atlantis Casino Resort Spa and Reno-Sparks Convention Center.
Q: How do you assess the global potential of this category?
A: Consistent and strong growth is forecast in the paint protection film market for the next five to 10 years as consumers worldwide become more aware of the benefits that the product provides.
Q: What is the extent of your distributor/installer network?
A: Sharpline has established distributors and installers in the U.S. and Canada in addition to several international locations. Additional details regarding Sharpline’s domestic and international marketing of paint protection film are confidential.
Q: How long has this product been on the market, and how well has it been accepted by the motoring public?
A: Sharpline has been marketing its DuraShield brand paint protection film projects for over 10 years. The product had initial acceptance in Canada and other countries where environmental conditions inflict more damage on vehicle surfaces than in the U.S.
Consumers in the States are showing greater interest in the product as it now appears in strategic locations on rocker panels and fender flares applied at the factory, and several manufacturers are promoting paint protection film as add-on packages with new vehicle purchases.
Q: What demographics are you trying to reach, such as racers, hot-rodders, restorers, off-roaders, people with higher-end cars or owners seeking to simply keep the family car looking nice?
A: All those demographics do benefit from using paint protection film, but the largest market for the product are typical consumers wanting to protect their new vehicle from damage – whether it costs $25,000 or $125,000.
Q: Does this sell better in particular areas of the country?
A: Paint protection film sells well in areas that experience harsher winters that expose vehicles to more road salt, sand and gravel.
Q: What types of installers are you seeking?
A: Any business that provides repair or vehicle enhancement services with an enclosed installation facility are ideal candidates for making paint protection film a profitable part of their operation.
Q: Which segments are the most common among your installers?
A: Professional auto restylers and window tint shops are the most common users of paint protection film, since it’s a natural extension of products/services they already offer.
Q: What are the qualifications for a shop to become a certified installer?
A: Any business interested in providing paint protection film installations needs to have a proper shop environment to apply the film. A clean, indoor application area is required. After that, an installer needs to spend a few days receiving the proper installation training.
This is not a DIY product. Watching a few YouTube videos will not teach the skills required for proper installation of the film. Even experienced vinyl film and window tint installers need to be specially trained in the proper application of this product. Sharpline does offer certified installation training at our main facility in Wichita, Kan. We also can provide on-site training as well.
Q: What are the challenges and solutions for marketing PPF?
A: Having the proper installation environment and training are the two biggest challenges. Marketing paint protection film is like any other automotive accessory. It needs to be shown and promoted in retail showrooms, on company vehicles and to dealership F & I guys. Sharpline provides a variety of professional marketing and promotional materials for our paint protection films.
Q: About how much can an installer expect a customer to pay to have this installed?
A: Installation prices will vary by the complexity of the application and the amount of film used. Generally speaking, a basic hood, fender and mirror installation retails for about $400 to $450 when offered as a dealership add-on. Bumper installations can retail for an additional $700 to $800.
Q: What are some key differences and similarities between the PPF market and the graphics film market?
A: Historically, the graphics film market in the U.S. consisted of professional restylers that were mobile-based businesses that traveled from dealership to dealership doing volume wholesale graphic and prinstripe installations. The U.S. paint protection film market primarily consists of companies that have a shop that can cater to retail clients in addition to providing wholesale PPF installations to dealerships, body shops, etc.
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