3M and Axalta announced a collaboration to introduce a new training content series for the collision repair industry focused on automotive refinishing.
“It is meant to focus on the best practices of process optimization possible for an impactful enhancement to the body shop process around the themes of productivity, efficiency, quality, as well as safety and sustainability,” explained Corey Munn, 3M’s Automotive Aftermarket global commercial director.
“It was a natural fit to work together on this initiative. We wanted to work together to share our insights and guidance to any body shop looking to improve their operations in an accessible format,” said Patricia Morschel, vice president of marketing and commercial operations at Axalta. “With the current labor shortages and challenges of attracting and retaining talent, it’s important to continue to provide resources to body shops to ensure the industry’s long-term viability.”
About a year ago, 3M and Axalta discussed the importance of helping the industry understand the proper repair process in a constantly changing environment.
As leaders in training and education, both companies recognized their synergies and decided to collaborate to tackle the challenge together and help drive the industry forward.
An essential aspect of the program was to ensure it was process-based and not product-focused.
“This initiative is not about selling more products,” noted Munn. “We truly wanted to bring together competencies, capabilities and shared values to address the real needs of our industry and help body shops understand how they can optimize their processes.”
He said the output of the collaboration reflects the best in refinish process expertise. 3M and Axalta brought together application engineers with decades of refinish process experience to share fundamental refinish practices and methodologies.
“With the breadth and depth of refinish knowledge that both companies possess, our teams co-developed the content based on proven processes,” said Morschel, adding, “These modules are designed to be brand agnostic, so no matter which products are being used, the overarching takeaways can be implemented to help improve efficiency and increase consistency while reducing errors.”
“For the past several years, we have heard more than ever from our mutual customers that their body shops are challenged to maintain the same levels of productivity, efficiency and quality as ever,” said Munn. “Today, it takes longer to do a repair, and it’s a more complex process.”
As a result, the training series was designed to help address these challenges. The companies took a unique approach when creating the program.
“Historically, a lot of training has been centered around the appropriate use of specific products,” said Munn. “This training is specifically based on the underlying processes.”
The objective was to provide understanding and education around common refinish practices irrespective of the products used.
Five co-branded training modules are being developed to help technicians and shops improve their understanding of repair process practices and, ultimately, have greater operational outcomes.
The modules, which range from five to 10 minutes, will include practices that shop leaders and technicians can implement to optimize the refinish process. The first three are planned to be launched in the fourth quarter of 2024. Two additional modules will be available in the first quarter of 2025.
The content will be accessible through both organizations’ learning management system platforms, which include the 3M Academy and Axalta Academy.
There is no cost associated with the education, which is available to all industry stakeholders, whether or not they are using 3M or Axalta products.
“As a steward of the industry, it's important that we challenge ourselves as to how are we helping to look after the most pressing needs and challenges of the industry,” noted Munn. “It’s no secret that there is a significant need in the industry for skills development, specifically around the growing shortage of skilled labor.”
The process-based modules are intended to support the technical advancement and career growth of collision refinish technicians.
Munn said that to preserve the industry, everyone must come together to ensure a vehicle is returned to its pre-accident condition as productively and efficiently as possible, while adhering to OEM repair procedures.
“I'm very proud of this collaboration that is truly focused on advancing the industry,” said Munn. “I’m excited to see how technicians and body shops will take this content and apply it.”
“Between Axalta and 3M, we share over 300 years of industry expertise,” said Morschel. “It’s our responsibility to continue to pass that knowledge along to the next generation of refinish professionals. Our vision for this joint initiative is to set a new standard for how knowledge is shared throughout the industry.”
For more information about the training modules, visit the Axalta Academy and the 3M Collision Repair Academy.
Stacey Phillips Ronak