May 2018 | VehicleServicePros.com 19
A primer on truck
paints and graphics
A
lthough a vehicle’s paint may not seem like a
priority, inspecting a vehicle’s fi nish should
be included on any regular preventative
maintenance schedule. Th e reason for this
is two-fold: First; dents, scratches or chips
in the paint leave the surface of the vehicle
vulnerable to rust and corrosion, and second;
the vehicles a fl eet has on the road are highly
visible and help shape public perception of
the company. A fl eet with an attractive paint
job helps create a more positive branding
opportunity for the company and also helps
to maintain vehicle resale value.
“Th ese trucks and commercial vehicles
are promotion tools, and color choice and
durability are representative of the brand,”
says Dan Szczepanik, director of marketing,
transportation and sign segments for the
product fi nishes division of paint and coating
producer Sherwin-Williams. “No one wants
to represent an aged, weathered image when
it comes to brand promotion.”
Sherwin-Williams is one of the largest U.S.
manufacturers of paints, coatings and related
products.
Choosing paint or graphics
When deciding to refresh or update assets in
a fl eet, the fi rst consideration is whether to
choose paint, graphics or some combination
of the two.
“Painting is ideal for protection and
improved aesthetics,” Szczepanik of Sherwin-
Williams says. “If you need long-term protection,
choose paints to cover your vehicles.”
He adds that even if you choose graphics,
a solid painted surface is required prior to
graphics application to improve long-term
performance and resale value.
“If you choose to use graphics, the ideal
situation would be a rotating message or
changing graphics rather oft en,” he says.
“Graphics may not provide long-term color
and gloss retention as seen when using crosslinked
coatings.”
Cross-linked coatings have a multi-layer
application process where molecules from
each layer ‘cross-link’ to form a stronger,
more durable bond.
Th e key diff erence between painting and
graphics is creativity, says Josh Szary, director
of sales and marketing for VSP Graphic Group.
VSP Graphic Group off ers vehicle wrapping
and is the offi cial graphic company of the
Buff alo Bills professional U.S. football team.
“With vinyl wraps and graphics, you
have the ability to control the creative and
get a unique look that accents your brand
and company vision,” Szary says. “Properly
printed and laminated vinyl graphics allow
you to stand out in a way painted graphics
or paint alone won’t.”
Vehicle graphics can act as rolling billboards
and help drive business for fl eets by
building customer awareness of the company
and creating a recognizable brand. Th e
longevity of vehicle graphics depends largely
on the proper care and storage of a vehicle.
For vehicles that are stored indoors, wraps
can last between fi ve to seven years. Vehicles
that are never stored indoors may see their
vinyl graphics break down faster, Szary says.
“Graphics may fi t well into a budget,” adds
Marcelino Fernandez, fl eet manager for
Axalta, North America. “However, for long
haul, over-the-road tractors that incur normal
wear and tear, graphics may not hold up.”
Axalta off ers performance and transportation
coatings for a wide range of markets,
including light duty and commercial vehicles.
When fl eets choose graphics over paint,
it is important that they understand vinyl
wraps are not a perfect product.
“Th ere may be seams in your commercial
wrap, even bubbles or minor imperfections,”
Szary says. “Wraps are designed to be viewed
from 10’ away or more. Be sure to speak to a
commercial fl eet graphics professional about
the process and product expectations before
applying vehicle graphics.”
Painting versus finishing
Painting is the process of applying a coating,
Axalta’s Fernandez says.
“Painting is the actual procedure that
describes the application of the chosen
coating,” he says. “In other words, it’s the
application of the coating that will yield the
fi nal appearance.”
Proper vehicle fi nish helps prevent corrosion
and promote positive brand image.
By Stefanie Von Rueden, Assistant Editor
PAINTS & FINISHES
» If a fleet decides to complete refinishing work in-house,
they should invest in training for their technicians to
ensure proper application for the best durability and
longevity.
Photo courtesy of PPG
/VehicleServicePros.com
