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G R A P H I C S - P R O. C O M L ike so many businesses, vehicle graphics installers held their breath when the pandemic swept the country a year ago. Would the fear, the lockdowns, the economic uncer- tainty combine to decimate the market? The answer, fortunately, turned out to be a pretty resounding "No." When the accounting for last year is complete, in- dustry experts predict vehicle graphics businesses will have notched a solid year, and the overall industry will have stayed on the double-digit growth trajectory it's tracked over the last decade. Vehicle graphics are divided into com- mercial vehicles and personal vehicles. In addition to automobiles, trucks, and SUVs, the personal vehicle market also encompasses marine, RV, ATV, and off- road vehicles, while the commercial side includes food trucks, safety and emer- gency, and transit vehicles. "Commercial fleet graphics are a very effective form of advertising and branding for businesses ranging from your local plumber or floral shop to the biggest brands in the country," says David Korvah, marketing manager for Avery Dennison Graphics Solutions. "According to trade media research, a brand receives, on average, over 100 views per vehicle per mile driven. Moreover, 97% of individuals sur- veyed noticed the advertising on eet vehicles and 98% felt the ad portrayed a positive image of the advertiser. This means vehicle graphics play a big role in brand awareness for businesses, and your customers." Vehicle wraps were adopted on the commercial side long before the con- sumer market emerged, so the commer- cial segment is much larger in terms of revenue and more mature in terms of future growth. It is also much more concentrated on the provider side — particularly at the heavy-duty vehicle level — compared with the fragmented personal vehicle segment. This is due to the longevity of the largest eet graphics suppliers and the need for larger facili- ties, more sophisticated equipment, and more trained installers. On the consumer side, straightfor- ward color change was the primary at- traction when vehicle wraps rst arrived. It wasn't long before people began to realize it didn't have to be a one-time thing — they could change the look of their car every couple of years, just because. Then, as lm manufacturers introduced more dramatic products, such as Avery Dennison's neo noir and Supreme Defense Gloss and Matte paint protection lms, as well as their four new iridescent and light prismatic color change lms, installers began to be recognized for artistry and creativity. Vehicle wrapping became about making a personal statement — for the owner and the wrapper — and wrapping really took off at the high end of the market. Today, there are growth opportuni- ties in the vehicle graphics industry across the market spectrum. Although the com- mercial market is more mature and more concentrated, it continues to grow at a high-single-digit rate. Smaller car wrap shops are poised to expand into the van and box truck sub-sector, and eet cus- tomers continue to value well-executed rolling billboards. On the personal vehicle side, the high end of the market has plenty of runway to grow — thank you, social media! — and color change and vehicle graphics have gained momentum in the mainstream. A report from Grand View Research Inc. Automotive Wrap Films Market Size, Share & Trends Analysis Report projects the global automotive wrap lms market will expand at a compound annual growth rate of 22.5% over the forecast period of 2020-2027 to $17.6 billion USD by 2027. That's good news for business and the creative power of the segment. Avery Dennison is here to support industry growth through film innova- tion and excellent customer service. Visit to learn more. Weathering the Pandemic, Primed for Growth I M AG E S C O U R T E SY AV E R Y D E N N IS O N C O U R T E S Y O F AV E R Y D E N N I S O N 2 0 2 1 • WRAPS • 19

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