If your dealership is not applying paint protection film in house, you are losing huge profits.
For the past seven to eight years, paint protection film has grown in popularity among dealers and consumers.
Applying PPF is not rocket science, but there are several techniques an applicator must know to get a professional result.
Installers must get formal training that is offered by most major film manufacturers/suppliers. Also, there are some things to consider that can help the installer improve.
The location where PPF is applied and pre-cleaning techniques are both things to keep in mind.
1. Location
For a proper and professional PPF, apply it indoors.
You will also want to make sure you have a controlled environment to apply a PPF. Applying a PPF outdoors leaves too many chances for problems.
Your indoor environment must also be clean to avoid fouling the film. The cost of PPF material is far more expensive than window film, so a redo is going to cost a lot.
You can always find somewhere in your dealership that you can take the vehicle.
2. Pre-Cleaning Critical
Having a clean environment is important, but you also want a clean vehicle on which to apply the film.
A properly pre-cleaned vehicle has been washed — all insect residue, dirt, wax, and road film removed.
Properly preparing the surface is vital to a proper application. Every film manufacturer has their favorite cleaning products, so be sure to follow their specific film instructions.
3. Temperature
Temperature is another critical factor in PPF application. If the surface is too hot, paint protection films will adhere too quickly, reducing the time needed to adjust the film.
If the surface is too cool, the film will not maintain elasticity and will be hard to properly apply. Each film supplier will have specific temperature ranges in which to perform installation.
Many say 75 degrees, with a 10 degree range up or down. If you go below 55 degrees, the film has no stretch. If you go above 95 degrees, the adhesive will grip the surface so aggressively that large pieces won’t reposition after they have been applied.
You can use a heat gun or hair dryer to bring the surface up to the desired temperature range. And if the vehicle is too hot, there are a couple of things that can be done to the surface.
Keep a spray bottle in a cooler, or fill the spray bottle with ice. The really cold water on the film will change the temperature enough to give the installer a couple of extra minutes to work with. In the winter, use warm water.
4. Proper Equipment & Solutions
As with any car care service, the right equipment, tools and solutions play a critical role in providing the desired result. While a PPF install doesn’t require complicated tools like detailing, it does require the correct ones. In some cases, all you need is a soap and water mixture, an alcohol and water mixture, spray bottles, a squeegee, towels and a razor knife to cut or modify the film.
5. Saving Time
Talk to anyone who installs PPF, and they will have a number of suggestions on how to save time. For example, having a mobile workspace table for cutting, or having a toolbox with everything needed in one place, will help you get quicker results. But the biggest time saver is experience.
The experienced PPF installer knows many tricks a novice will not know. Using an experienced installer saves both time and money.
Having a rolling chair for installers is also important to reduce one of the biggest problems — installer fatigue.
When you are installing, you are usually down low, and the chair allows for rolling around quickly back and forth.
A PPF installer needs to be focused with a clear head, allowing time to take a surgical approach to the installation without interruptions.
These suggestions for performing effective and efficient PPF installation are only provided as guidelines. You need to have professionally trained installers.
These training courses, provided by all major film providers, will cover the information discussed here, as well as specifics about the materials themselves. They will even cover how to market PPF services, as well as provide in-depth information on how to do the job right every time.
A dealer can job PPF out to private contractors, but it is something anyone can learn to do. A dealer could double their profits by doing it in-house, or even including it as part of the sales price to close a deal.
For years, I have been trying to convince auto dealers that auto detailing is "coming out of the back alleys" and positioning itself alongside many other legitimate auto services. For that reason, a dealer needs to understand what is important in the overall success of a detail venture.
Let us take location for example — you must understand the difference between an impulse decision to buy and a planned decision to buy the service by the consumer.
If detailing is an impulse purchase, then location is absolutely critical to success. The automatic car wash is a consumer impulse buy, and therefore, requires a prime location. For success, the car wash must be on a highly visible site with high traffic count and easy ingress and egress. In addition, it must be in a good demographic area, meaning middle- to upper-class area.
The quick lubrication and oil change business is another auto service that is purchased on impulse because it can be performed in 15 to 20 minutes. It too requires a highly visible location with easy access to be successful. And, like car washes, their customers are the high-end buyers, so they need to be in a good demographic area.
Auto service businesses such as auto repair shops, radiator shops and auto body paint shops, as well as your dealership's service department, are planned purchase decisions, and they are destination-oriented rather than impulse purchases.
The customer plans to come to such businesses, and they plan to leave their vehicle for a full day or more. That being the case, physical location is not as critical to success. A destination-oriented service can be located on a site off the main street because customers who plan to use the service will look for and find the business. High traffic and good visibility are not critical to the sale of such services.
Certainly being on a well-traveled street with good visibility does not hurt, but you do not need to have such a location to be successful selling destination-oriented services.
Demographics, however, play a huge part in the success of a "planned decision service" business.
Demographics & Auto Detailing
As a dealer, it is important for you to know this information so you can estimate the potential of your effort to sell detailing services to the public. While your location is already set, you need to know how to evaluate it in terms of selling detail services.
Before deciding to embark on a program of selling detailing services at your auto dealership, you must analyze the demographics of your current location and your customer base. If you plan to solicit "off the street" business or business from your current customer base for the detailing department, you must be sure that the customers are easily accessible to your dealership — either living or working in the area.
The customers who will purchase detailing services are those who do not want to do it themselves and have the money to pay for it. They are not only the rich, but also many middle-class people who want to protect their leisure time and their investment.
Typically, this type of customer is found in higher-end neighborhoods, driving higher-end vehicles and working in the business or financial districts.
If your present dealership location and customer base fits any of these types of locations and/or sells upper-end cars, it is likely you can count on good off-the-street business. If not, you must survey the market to determine where and how much off-the-street business you can expect from the area.
Detailing & the Auto Dealership
The key reason you should consider auto detailing is that it fits well with your present business. That should be the determining factor in your decision to sell detail services.
If you cannot serve both your present in-house needs and sell to your current service customers, I am not sure that you should add detailing.
As a dealership detail shop, you should realize the advantages you have over a freestanding detail operation or anyone involved in auto detailing. The advantages include:
1. Already in business.
2. Have a reputation with and confidence of the public.
3. Have a large customer base.
4. Already provide automotive services.
5. Have a location.
6. Have a facility.
7. Have an in-house need for detail services.
8. Know how to hire, train and work with employees.
9. Understand how to promote and advertise a business.
These are only a few, but they clearly illustrate that an auto dealer has a huge head start over anyone else in the detail business.
Trying to educate a dealer about the technical aspects of auto detailing is very difficult.
In my experience working with dealers, few, if any, management level personnel are that familiar with the technical aspects of auto detailing.
While that is possibly how it should be, you need to know more than you do.
Even those who believe they know about detailing because they have gotten their “feet wet” in the business while working in the dealership’s auto detailing department need to realize that the technology of paint finishes and interiors has changed so much in recent years that what you knew then is not relevant now.
There are a number of things that management should know regarding detailing, whether you do it in-house or have it done by an outside shop. This is knowledge that will allow you to obtain the best quality work at the lowest prices with no damage.
21st Century Paint Technology
In the past, paint finishes were either single-stage lacquer or enamel put on the car in a thickness level equivalent to 6 to 8 mils, including the primer. Today, clear coat finishes are no more than 4.5 mils thick, including the “E” coat, primer, a base coat of less than 1 mil, and a clear coat of 1.5 – 2 mils.
In the past, it was acceptable to use a wool-cutting pad on an oxidized single-stage paint finish. Cutting, swirling and taking mils and mils of paint off the car. But with a polyurethane clear coat of 1.5 mils, there is not much paint film. Additionally, today’s clear coats are just like a piece of plastic, and when it is scratched, it is difficult, if not impossible, to get the scratch out. Consider then, what an aggressive wool pad is doing to a clear-coat finish.
Unfortunately, most “experienced” detailers are using wool pads on clear-coat finishes. They are doing this not just on used cars, but also on brand new cars being delivered to the customer.
New Car Managers Read This Carefully
To make my point, let me share with you some personal experiences regarding the purchase of a new vehicle in my own family.
A few years ago, I purchased a BMW325 convertible for my wife. One of the selling points was the inclusion of a high shine polish. Being a new car, I interpreted this to mean a paint sealant. After all, why would you buff a brand new car? When the car was delivered, it was shiny all right, but covered with buffer swirl marks. It seems that the detailer had buffed a cheap wax on the car with a high-speed buffer and wool pad. How long had this been going on at the dealership? Who knows.
A year or two later, both my brother and nephew bought matching 300ZXs. One was bought in Oregon and the other in California. Short version of the story: both were delivered with buffer swirls.
I also ran into this problem when I purchased a black Ford Explorer, and on careful inspection, I found buffer swirl marks on the left side of the hood and left fender. It appeared the vehicle had been scratched, and the buffing was done to remove the scratches. But why was the buffing not followed with a swirl remover/polish and finishing pad? The dealer answer: “We do not do that in our detailing department.”
My point is, just who is making the decisions about what is done to your new and used cars in the detailing department? Are you ensuring that the detailers who made the decisions in the aforementioned instances have the most up-to-date training and equipment and are well-versed in paint finishes, problems and methods of correction?
Unfortunately, the answer to this question is no! The detailing or cleanup department is the “dark hole of Calcutta” in the dealership, and no one goes back there, save to complain about the quality of the work, etc.
Paint Finishing Procedures for Dealers and Detailers
That said, the remainder of this article will deal with some very simple but basic procedures to follow when working on the paint finish of a new or used car. These are procedures that involve having the correct tools, pads and chemicals and knowing how to use them. These are procedures that your detailers should know before touching a paint finish on a car.
In detailing or getting a new car ready, the paint finish is the most important part of the vehicle because that is what the customer first sees when they look at the vehicle. It is also one area of the vehicle that can be severely damaged if it is worked on incorrectly and very expensive to repair.
From a detailer’s point of view, there are really only two kind of paint finishes to be concerned with: single-stage finishes and finishes with a clear coat.
For the detailer, it is the final finish that is important to understand because that is what his work involves.
To properly detail a paint finish, you need to read the following:
Identification of the Paint Finish
While most new vehicles on the road have clear coat finishes and vehicles prior to 1980 will likely have a single-stage paint finish, it is still critical to check to be sure.
A simple test is to put a small amount of polish on a clean white cloth and rub it on the finish. If you get color on the cloth, it is a single-stage paint finish. If you see no color but notice some dirt, it is usually a clear coat. It’s a simple but effective and accurate test.
Identification of the Problem
This is where more skill and analysis comes in to play. The evaluator must be able to identify the problems and what is needed to correct them. Incorrect analysis can cause damage and/or customer dissatisfaction.
Typically, paint finishes will oxidize, discolor, fade, water spot, etch and scratch.
In many cases, with the proper tool, pad and chemical, you can correct these problems. And in some instances, the finish can be improved. This is where skill and knowledge comes in.
Choosing the Proper Tool
For today’s paint finishes, there are two basic types of tools: high-speed rotary buffers and orbital/dual action tools.
They can be either electric or pneumatic. I think the pneumatic are better because they are lighter and easier to handle, have variable speed and allow the user to feather the trigger on edges and ridges to prevent burning. They also require less maintenance and have a longer life. The only reason most detailers still use electric tools is that they cannot afford an air compressor.
Dealers, go look in your service department and body shop, where you use all air tools. Your detail department is still using electric buffers.
High Speed Rotary Buffer
This tool is utilized for severe paint problems and irregularities.
Used with a pad and chemical, the high speed of the buffer creates friction, which heats the paint finish. The pad and chemical create the abrasion to correct the irregularity.
Obviously, the use of too aggressive a pad and chemical on certain paint finishes can create more problems.
Never put a high-speed buffer in the hands of a person who cannot or does not think things through .
Orbital/Dual Action Tool
Whether electric or pneumatic, this tool is often misunderstood and misused in the detail industry.
The orbital is designed to duplicate the motion of hand application and removal. Essentially, it does not create much friction, and therefore, will not correct severe paint surface irregularities in the same way as a rotary buffer.
On certain paint finishes, especially clear coats, used with the proper chemical it will do an excellent job of surface cleaning, shining and protecting the paint finish.
The orbital/dual action tool is functionally misunderstood by many detailers and often used incorrectly or not used at all, butut it can also save time and reduce labor costs.
In my opinion, an orbital/dual action tool should always be used to apply the final coat of wax or sealant.
Choose the Correct Pad
Unlike the early days of detailing when there was only the wool pad, today the detailer has a choice of pads. However, the choice should not be based on preference but on the type of paint finish and problem to be corrected.
Wool Cutting Pads
This is traditionally used with compound to buff out surface irregularities on single-stage paint surfaces. Many detailers use it incorrectly for polishing and waxing. A wool pad will cause swirls, especially on clear coat finishes. It is recommended to never use a wool pad on a clear coat finish.
Poly/Wool Blend Cutting Pads
A relatively new innovation, the poly/wool blend is less aggressive than a 100 percent wool pad, but it is more aggressive than a foam pad, so it can be used on a severely damaged clear coat finishes.
Sheepskin Finishing Pads
This is a 100 percent sheepskin pad that is used with polishes, swirl removers, glazes or waxes to shine and finish the paint surface. These are popular with meticulous detailers, but the high cost makes them unpopular for most. These are generally used to remove swirls and/or polish. They are becoming obsolete with the advent of foam pads.
Synthetic Sheepskin/Polyester Finishing Pads
These are used for the same finishing procedures as the 100 percent sheepskin. However, as a synthetic, the cost is much less, and therefore, a much more often used pad. The polyester can scratch some surfaces, though. This has also become obsolete with the advent of foam pads.
Foam Cutting Pads
The foam cutting pad is usually a more dense foam that can be used with rubbing compounds on clear coat finishes and single-stage paints to correct surface irregularities. The benefit is that the pad will not create swirls if used correctly and will allow a detailer to sometimes skip the polishing step. These are the choice of most knowledgeable detailers today.
Foam Polishing Pads
The foam polishing pad is usually made of less dense foam and is softer to the touch than the foam cutting pad. Used with the correct chemical, this pad will remove swirls and leave a high shine on the finish.
Choice of Proper Chemical
The choice of chemical is as critical in the paint finish process as the tool and pad.
Basically, these are the types of chemicals used:
—Compounds for correction.
—Swirl Removers to remove buffing swirls
—Polishes/Glazes to remove or fill swirls and create shine.
—One Step, both a cleaner and protectant.
—Waxes & Sealants: protectants.
Which you use depends upon the paint finish, the irregularity and the paint finishing process the detailer chooses to follow.
The opinions in this article are based on personal experience and research. As always, feel free to call me for any additional information at (800)284-0123 or email buda@detailplus.com.
Is the glass half full or half empty?
Perhaps it only requires just a bit more of what's already in it. I will admit, in the past I was a bit of an optimist when it comes to inventory challenges. In other words, I would buy from my gut based on what inventory was in front of me. Recently, I was talking with a few dealer friends of mine. When our conversation moved toward utilizing inventory management technology in their businesses, I quickly sensed they found the technology frustrating. In addition, it seemed that technology in this part of the business was currently being used more as an afterthought. That said, my friends are all smart and successful dealers.
We all agree that technology is a tool that is only as good as the information put into it. And with all the historical data stored over years of being in the business, my friends have valuable unused information on their hands.
Looking back at my past purchases, before I used an inventory management system, my gut instincts alone didn’t serve me very well. I have come to rely on data over the years like market scarcity, retail price index, strategic market view and sale-ability.
I understand we all have different business strategies and plans. But your half-full glass of inventory may be easier to fill than you think.
As I write this, I am halfway through Auto Remarketing's Used Car Week in Las Vegas. And if there is one consistent voice I’m hearing, it is that we are all in the same or a very similar inventory situation.
For the dealer reading this, if you don’t have time to finish the article, here is an inventory solution you may have forgotten about: Work — really work — your service drive for vehicles to purchase or to make offers on as trade-ins. You will win by scoring hard to find, high-demand vehicles, as well as selling your service customers new or late model pre-owned vehicles.
Granted this is an old idea, and for me, a dealer operator for many years, it is one that unfortunately had gotten shelved. If we have forgotten to work this area of inventory supply during the years of plenty, then perhaps there are other areas of inventory acquisition we have also neglected.
In speaking to others at the conference, it seems online auctions might be underutilized. I have recently experienced the auction floor and seen a lack of online bidding versus floor bidding. This is another opportunity to acquire inventory with benefits. As someone who has lived online for the past five plus years, online bidding offers more value in the sense of a raw, non-emotional, purchase experience than any other method of purchasing. Do you believe that? Log on and see who is successfully bidding and acquiring vehicles, and you may be surprised.
Second, online auctions can save you money on reconditioning. Recently, auctions have been offering on-site reconditioning for vehicles, whether the units were purchased there or not. And this is usually offered at significantly lower costs than most dealers are paying. But equally as important, it can potentially cut two to three days off your complete reconditioning time. Time is money!
Finally, back to what I was saying earlier, if you don't have an inventory management system, consider one. Just one mistake could cost you more than the system itself. I promise you won’t regret the investment. If you have a system, use it faithfully for 12 months, and you’ll see big results.
So there it is: a summary of the collective wisdom being shared by every successful dealer in attendance here at Las Vegas. Most are definitely viewing the glass as half full, with a potential for so much more based on tools and strategies available to us all.
One final thought on viewing the glass as half full: What is learned in Vegas, doesn’t have to stay in Vegas! Till next month, see you in the lens of the lanes.
Quisenberry began his car industry career in 1980 and has worked with Chevrolet, Ford, Lincoln, Mercury and Subaru franchises in the Northwest. He has been a dealer partner and general manager for the past 16 years. In 1989, he graduated from the NADA Dealer Academy with expertise in dealership management, used-car buying and marketing. A creative and relevant thinker, he developed an internal web hosting and design company, hosting 32 business sites. In 1993, he was one of the first auto dealers to launch his dealerships into cyberspace. As a used-car buyer, Quisenberry began to slow his travel to live auctions in exchange for online auctions nine years ago. He is now buying 95 percent of his used inventory online. He and his wife Staci, live in Gig Harbor, Wash., with his bass guitars, a dog named Maggie, a cat named Skeeter and two of his five daughters. Your can reach him at (360)710-8860, or email kraig.quisenberry@gmail.com.
