Purveyors of high gloss paint sealants (and high margin up-sells for car dealers) read with horror the story in today’s Wall Street Journal that matte finish is the “new black” for cars. If this trend catches on – and the WSJ says it does – then the sparkling profits will be a goner.
The WSJ is increasingly seeing “production cars from Audi, Aston Martin, Mercedes-Benz and others with matte paint that harks back to the 1949 Mercuries and ‘32 Ford highboy roadsters that personify the 1950s and 1960s when young hot-rodders on tight budgets often saved the paint for last. Concentrating on making cars fast before making them good-looking, they drove their ‘rods on the street and the dragstrip covered in primer, which at least kept their bodies from rusting.”
But not to worry, our vibrant aftermarket industry is on the ball. 3M has joined other companies in the matte market and offers VentureShield Paint Protection Matte Finish Film 7710. Marketed as a “sensible alternative to bug shields or vehicle bras,” the product offers ”basic performance and durability at an economical price.”
3M will most likely raise the price and change the advertising copy after reading the WSJ. The Journal suggests “it’s a translucent stick-on film that protects the underlying paint and imparts a matte finish.” Better already, but could use a little added, well, sparkle.