By Melissa Donovan
The vehicle graphics market—including full wraps, partial, color change, decals, and vinyl striping—continues to grow. Published in January 2024, Grand View Research’s Automotive Wrap Films Market Size, Share & Trends Analysis Report found that the global automotive wrap films market size was estimated at USD 7.11 billion in 2023 and is anticipated to reach a compound annual growth rate of 22.1 percent from 2024 to 2030. According to Grand View Research, “the growing consumer demand for customizing vehicles fuels the market for wrap films in a variety of colors, coatings, and textures.”
“Sales trends for vehicle graphic materials have continued to climb these last few years, advancing the need for increased brand awareness and identification,” agrees Jay Kroll, product manager for cut, transit, and wall solutions, General Formulations.
What’s Trending
Vehicle graphics have evolved over the years thanks to material introductions, whether they are standout vinyls and films like metallic or fluorescent or matte solids that feature a sleek, upscale design. This is made possible thanks to advancements in the production of wrap films as well as the availability of raw materials, according to Grand View Research’s Automotive Wrap Films Market Size, Share & Trends Analysis Report.
Where and how vehicle graphics are used has changed as well. What was once a very commercial market—advertising on wheels—is also making inroads in the consumer vehicle segment. Grand View Research refers to this as “passenger car applications,” which it reports dominated the market and accounted for a share in the wrap films market of 55.67 percent in 2023.
“Wrap films are in high demand due to rising requests from customers in personalizing their vehicles. Automotive wrap films are used to change a vehicle’s appearance or to protect the original paintwork, and passenger cars are widely customized for personal or commercial purposes. All of these factors for automotive wrap films in passenger cars are likely to impact market growth,” states the Automotive Wrap Films Market Size, Share & Trends Analysis Report.
To express individuality, “commercial graphics are trending toward cleaner designs, interactive elements, and thinner laminates, where the individual car owner continues to favor varied finishes and colors to represent and express their individual brand,” shares Kroll.
New use cases from consumers is one reason why Molly Waters, senior technical specialist, Avery Dennison Graphics Solutions, believes new wrap product categories are introduced to the market, specifically color paint protection film (PPF) and high gloss vinyl films. “We believe this is due to the end user market requesting more color options and improved paint-like finishes for vehicle wraps and graphics.”
Agreeing with Waters, Melissa Harton, marketing manager North America, Fedrigoni Self-Adhesives, says color PPF is attractive as it combines the best of traditional PPF and colored vinyl.
“Traditionally, PPF has been clear, primarily serving to protect vehicle paint from scratches, chips, and other damage. However, the introduction of colored PPF combines the protective qualities of traditional PPF with the aesthetic versatility of colored vinyl wraps,” shares Harton.
Make It Fit
Vinyl striping is a great niche that falls under the realm of vehicle graphics, and it also a trending topic.
Demand is growing due to consumer interest. “They want to replicate factory striping kits for personalizing their vehicles,” explains Waters.
“Vinyl striping is an excellent way to add accents to a painted car. It can also be a cost-effective way to add special effects, such as reflective or ultra-metallic/glitter effects,” admits Eric Norby, product manager, FDC Graphic Films, Inc.
The recent interest in vinyl striping follows past patterns. “Vinyl striping has experienced fluctuating popularity over the decades. In the 1980s and 1990s, it was a prevalent trend, but interest waned in subsequent years. Recently, there has been a resurgence in the popularity of vinyl striping, particularly in the European market. Although precise market share percentages are difficult to pinpoint, this renewed interest indicates a growing segment within the vehicle graphics market,” explains Harton.
“Vinyl striping is a low-cost, impactful way to accentuate a design or extend a partial wrap graphic to incorporate the whole vehicle. The lower point of entry may make this a more popular avenue for vehicle graphics but doesn’t register nearly as loudly due to the smaller amount of material used. This is still a valuable tool for any wrap shop to keep in its portfolio,” adds Kroll.
Add On
For print providers or wrap shops already offering vehicle graphics—partial, full, or decals—vinyl striping is a great add on.
“Striping provides an excellent means to embellish a design aesthetically. It can be implemented in conjunction with a printed graphic, either as an initial part of the design or as a revision. Having that flexibility in your toolbox as an installer can greatly benefit your offerings to your customers,” advises Brandon Eubanks, GM, Trim USA.
Norby encourages adding the service for two reasons—ease of install and high margins. When installing a literal stripe, “you don’t have to worry about draping or tiling a whole 60-inch piece of material over the vehicle properly—you can apply similar to laying down a strip of masking tape. And because the surface area is relatively low, the material price is low but can command a high margin.”
The low cost of material also means the application is an attractive, cost-effective option for those looking to enhance their vehicle’s appearance without committing to a full wrap. “Stripes allow for vehicle personalization similar to full or partial wraps but at a significantly lower cost and with less labor involved. Offering vinyl striping can thus cater to a broader customer base, including those looking for budget-friendly customization options,” says Harton.
“Vinyl striping can be a great complement for shops offering digitally printed graphics because it allows the shops to do the two-tone stripe graphics as well as get into the market of recreating OEM decals. The boating market is another area a shop could get into easily using the same printing methods and films,” recommends Waters.
Any Material
As with any application, striping relies on the correct material to do the job right. While nearly any material can be used in striping, there are certain caveats.
Users should be aware of the repercussions of a narrower roll. For example, “materials with a pattern, such as a gold leaf or a holographic effect, might lose their visual effects in a narrow roll,” suggests Norby.
While “you probably don’t need the most advanced slideable adhesive technology for a narrow stripe, it is still important to choose the right material for the application. In many instances, you’ll find that cast stripes are the appropriate material and at a reasonable price point,” adds Norby.
According to Harton, any cast or polymeric vinyl can be used for striping. “These materials offer better durability, conformability, and adhesive properties suited for the contours and surfaces of vehicles. Using the right media ensures that the stripes not only adhere properly and last longer but also maintain their appearance under various environmental conditions. This helps in delivering a high-quality, professional finish that meets customer expectations and industry standards.”
For outdoor fleet graphic striping, Eubanks suggests a cast pigmented film. “It offers a vibrancy and richness of color that printed graphics can’t replicate. It also offers better UV stability over time.”
Installation can also create challenges, so understanding the nuances of a material and whether it is effective as a vinyl striping application is also important. Without the proper knowledge it becomes a challenge “for installers because of the intricate work striping involves and when it’s in conjunction with a partial wrap or other cut vinyl graphics for branding and design purposes,” adds Waters.
Ultimately, vinyl or pin striping “requires a flexible film with adhesive, applied to a clean surface, and maintained appropriately to extend its usable lifespan. Pin striping can be done with a calendered cut vinyl as easily as it can a high-end cast color change film or PPF. Testing and experimentation with the particular application and method will be the ultimate judge when determining its fitness for use,” recommends Kroll.
In the end, he admits “sign shops and wrappers continue to be a group filled with creative problem solvers who can make many materials work regardless of their intended design.”
Consumer Driven
With consumers driving a large part of the demand for vehicle graphics, it isn’t surprising that vinyl striping is having a resurgence in popularity.
Oct2024, DPS Magazine
