By Chris Collier
Welcome to a PPFMag issue where I will guide you through all things ceramic coatings. It’s a potential offering sure to have been on your radars prior, and for good reason. Paint protection film (PPF) is a monster moving its way through the automotive segment, car by car, and I believe capable coatings could further solidify its reign. My takeaway from this issue? We’re due for a pairing rather than a takeover.
Is the protective product a money multiplier? Just ask Mark Koziel, owner of Pure-Auto in Mississauga, Ontario, Canada, who says an estimated 75% of customers opt for complete PPF jobs with ceramic coatings (see page 20).
“It’s another flavor of ice cream in your shop,” says Koziel, whose doors opened in 2008. “When people get tint or PPF, they’re opting to add ceramic coatings. I do get customers coming in for [solely] ceramic coatings, but it’s mostly turning out to be a full-package deal.”
Gabe Fletcher, owner-operator of Ceramic Pro Pottstown in Pottstown, Pa., says customers combine orders, propelling profits higher (see page 24). “PPF is the number-one entry into cross-selling,” Fletcher says. “If you do PPF, customers will usually book coating and tint. Now a $2,200 project is pushing $4,000 to $5,000.”
The owner of a $185,000 Porsche Taycan Turbo S likely won’t squabble over an increased total. Protection matters to high-end vehicle owners, and the extra mile could be worth the gas. Akin to reinforcing an already-secure front door, combining a ceramic coating with PPF provides an additional layer of peace of mind.
With suppliers releasing next generation PPF, tint, and ceramic coatings annually, the automotive industry’s holy trinity is sure to be on many dealers’ menus.
Chris Collier is the assistant editor of PPFMag. Email him at email@example.com and connect with him on LinkedIn.
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