For many auto body shops, adding vehicle wrapping film, paint protection film, or tinted automotive window film as a new service offering could be a great path to business growth.
Color-change wrap films and printed wrap films are used to enhance and customize the appearance of personal vehicles. Wrap shops also install printed wrap films on commercial vehicles for marketing purposes. The U.S. automotive wrap film market is expected to grow at an 18.8% CAGR during the 2021-2028 forecast period (Grandview Research).
Tinted automotive window film is often installed for aesthetic purposes, but it also protects against solar heat and glare as well as harmful UV rays. This market is projected to increase at a CAGR of 4.8% over the forecast period 2024-2030 (IndustryARC). Paint protection film is applied to the painted surfaces of a new or relatively new car to preserve the vehicle’s appearance and maximize its resale value. With the average price paid for a new car at $48,000, more and more car buyers are adding PPF to protect their investment. The U.S. market has a projected CAGR of 5.8% during the forecast period of 2023-2031 (SNS Insider).
Entry into any of these service areas would require hiring an experienced installer or arranging for one or more members of your current team to be trained. You probably should pursue both paths. Bringing on an experienced installer will accelerate your path to success, but it may be difficult to hire a good one away.
The good news is that training and certification programs are offered throughout the U.S. by leading film manufacturers. For example, Avery Dennison offers a comprehensive training program separately covering vehicle wraps, paint protection film and window film applications. In all cases, the two-day training sessions are led by some of the restyling industry’s leading installers, and no previous experience is required for the trainees.
So, now are you intrigued by the automotive film business?
The first step is to do your research. Talk to your employees, friends and family, and current customers. Are they familiar with these vehicle customization services? Do they have any experience with them? Any insights?
Externally, what does the local market look like for each of these services? Is it saturated? Do the shops appear to be prosperous? Are they busy? Be a secret shopper and talk to the employees and customers. Read up on the industry in a trade publication like Window Film Magazine or The Shop.
To get a real sense of the industry, you should attend one of the three big trade shows: The International Window Film Conference and Tint-off, the SEMA Show, or the ISA Sign Show. Be sure to take advantage of the free business boot camps and technical courses offered by leading graphic film manufacturers like Avery Dennison at these events.
Ready to take the next step?
Decide which of the three graphic film product lines you’re going to pursue. Definitely do not try to do them all at once. Line up an equipment supplier who can set you up in business.
Hands-on instruction from experienced industry trainers in a well-equipped training facility is critical if you intend to develop a new installer from scratch. New installers need to get their hands on different materials and learn about their unique characteristics.
You should expect the training to instill excitement and build self-confidence. Ninety-three percent of the attendees at Avery Dennison classes rated their training as "excellent" or "very good." Prior to the training, 29% said they had medium to high confidence. The number jumped to 87% after the training.
Trainees return home with a complimentary roll of graphic film to practice with. Shop owners will typically offer a free or discounted installation to a friend or family member to provide the newly trained employee with additional experience.
As your shop ramps up to start selling film installations, the manufacturer’s sales reps will set you up with a film distributor and provide hands-on technical support to ensure a smooth launch of your new line of business.
You’ll want to budget for an extra marketing spend and an updated website and social media program the first year. Don’t compromise on quality. Film installation is a very competitive business. If the work is not performed professionally and flawlessly, people will notice.
As the shop owner and chief sales person, you should get trained too. You need to be able to confidently answer any question a customer asks as you explain the process and what the finished product will look like and the value it will provide.
To find an Avery Dennison training class near you, visit graphics.averydennison.com/training.
