The Professional Benefits of Automotive Films

This article originally appeared in the February 2025 issue of THE SHOP Magazine.

Automotive film is a fast-growing segment of the specialty aftermarket, mostly because quality products perform as advertised and consumers see them as an investment to protect prized vehicles from on-road and environmental hazards.

Whether its window tint or paint protection film, it’s likely your shop sees customers every day who would be interested in added protection and comfort.

While seamless applications require training and practice, spending the time and resources to do it right the first time is always worth it. If you’re looking for an introduction into the world of automotive films, top suppliers offer insights into the market and all it has to offer.

UNDERSTANDING DEMAND

Quality automotive films fit all types of vehicles and appeal to all types of drivers. However, shops will want to dive deep into their main audience to determine prime product offerings.

“To ensure the long-term success of your business, conduct thorough research on your local market,” advises Alex Sikorski, CEO of Premium Tech Coating Inc. “Analyze your competition, identify the types of films that are most popular in your area and choose products that align with your target demographics. Offering the right products to your customers is essential for achieving sustained growth and success.”

Businesses that have not traditionally offered film services may find they have interested customers as part of their existing client base.

“For a shop specializing in automotive body repair, custom builds, wraps, etc., you already have your clientele and you’ve got their vehicle—depending on the work you’re doing, you could have their car for months on end,” says Harold Nimtz, owner/operator of House of Tint and a professional trainer for Avery Dennison Graphics Solutions. “With so much time with the client and their vehicle, why wouldn’t you discuss potential add-on solutions for protection—window tint film and also paint protection film? It’s a natural discussion that helps you understand your clients and their lifestyle and driving needs.”

This simple question can lead to lucrative partnerships, regardless of who does the application.

“Even if you don’t want to handle the installation yourself in-house, you can subcontract that work,” says Nimtz. “The subcontractor charges you ‘X,’ you charge the customer ‘Y’ and there you go. It can be a win-win for all parties involved.”

If you do choose to perform installations, however, the first step is to learn how to do them properly and quickly, says Marc Bagley, segment marketing manager personal auto for 3M.

“Always seek out installation training,” he says. “Attending a 3M training at a 3M Authorized Training Facility allows you to get tremendous hands-on experience with 3M films under the tutelage of industry-leading installation experts. Classes are capped with a student-to-teacher ratio, creating an intimate setting where you have ample time to ask all your questions and tackle your biggest installation challenges. There is a cost to attend these courses, but the value you extract is well worth it.”

MORE THAN MEETS THE EYE

When it comes to educating customers on the performance characteristics of automotive films, it’s important to stress that there’s often more there than meets the eye.

“Every day, we observe customers visiting tint shops mistakenly believing that darker films provide better heat rejection. This is not the case,” says Sikorski. “With the availability of carbon and ceramic films, tint shops can offer excellent heat rejection and comfort while maintaining high Visible Light Transmission (VLT). Most importantly, tinting should always comply with state and local regulations. #TintLegal.”

Unsurprisingly, there are also often noticeable differences between brands, says Nimtz.

“The fact is, not all films are the same—you get what you pay for,” he explains. “When entering this side of the business, you can buy a cheap product that gets the job done, but it comes with the risk of yearly callbacks and replacements, which will hurt your reputation. Step up and buy a good, solid, quality film product. Do it right and give your customers a solution that will last.”

Car owners appreciate top-end products they know they can trust, and are usually willing to pay more to ensure their investments are protected, Bagley reveals.

“This is largely driven by the fact that, behind their home, someone’s car is typically the second or third most expensive thing they own. They want to know products going on it have been tested extensively, are made of high-quality materials in industry-leading manufacturing facilities and are backed by a company in it for the long haul,” he notes. “Car owners also want to know the person putting it on has been trained to do so correctly and there’s no better way of giving them that peace of mind than by using high-quality film installed by a trained and accredited installer.”

And it’s not just drivers who enjoy the benefits of quality film applications—installers will appreciate the differences as well, Bagley adds.

“Consistent feedback from our customers is that labor is what makes or breaks a project, and 3M is intently focused on improving its efficiency, output and, therefore, profitability,” he says. “There will always be a less-expensive option somewhere out there, but we pride ourselves on innovation that makes our customers’ day-in and day-out experience more pleasant, safe and profitable.”

MADE IN THE SHADE

There’s no shortage of information available to help drivers make the automotive film choices that work for them. Shops with the best knowledge and partnerships will be able to meet and exceed those expectations.

“The brand awareness 3M has with consumers helps sell jobs,” says Bagley, outlining the many ways shops can benefit from their supplier collaborations—“A six-figure investment in marketing directly to car owners and syndicating those leads to our dealers through our locator, the vastness of resources that are coming out now and in the next year to our dealers including new products in film and software, an abundance of digital marketing resources and credits to offset the cost of reaching new customers, high-end point-of-purchase shop displays to support your sale of 3M products and elevate the car owner’s experience in your shop and, occasionally, the opportunity to be one of the first to provide feedback on new products in development that shape tomorrow’s market.”

With so much to gain, every sale is a chance to build your auto film business.

“Turn your customers into your most effective advertisers. Satisfied customers naturally share their positive experiences with friends and family, driving new business to your shop,” says Premium Tech’s Sikorski. “By delivering exceptional service and exceeding their expectations, you foster loyalty and build lasting relationships that support your business’s growth and success.”

Nimtz from House of Tint has lived it firsthand.

“In my experience, the unexpected benefit is the amount of repeat and referral work you will get,” he says. “My shop in Winslow, Arizona, is in a small town surrounded by Native American reservations. You do a good job for one person, and they go back and tell the entire reservation. The word of mouth that shares that you do good work, that you’re not going to rip anyone off and that you take care of customers goes a long way. The amount of referral work you get will blow your mind.”

AUTO FILM PRODUCTS

HOT PRODUCT: 3M Protection Wrap Film Color Series
FEATURES & BENEFITS: Dry PPF installation with tried-and-true 3M Controltac and Comply technology; offered in 26 colors inspired by luxury OEMs and in gloss, matte and special effect varieties; color is impregnated throughout the entire depth of the film.
3M
Marc Bagley
Segment Marketing Manager Personal Auto

HOT PRODUCT: Avery Dennison Encore Automotive Window Film Series
FEATURES & BENEFITS: Offers ease of installation for improved installation speed while also maintaining and exceeding quality standards; enhanced clarity and shrinkability, requiring less soap or slip solution for activation; infrared rejection for driving comfort and protection.
House of Tint, Winslow, Arizona
Harold Nimtz
Owner/Operator
On behalf of Avery Dennison Graphics Solutions

HOT PRODUCT: Grand Touring Nano Carbon Film
FEATURES & BENEFITS: Recently returned to the bestseller chart; nano carbon material combined with robust adhesive and distortion-free polyester for exceptional durability; offers infrared rejection above 90%; affordable alternative to ceramic films.
Premium Tech Coating Inc.
Alex Sikorski
CEO

IWFA FREE WINDOW FILM BROCHURE

The International Window Film Association (IWFA) began offering a free brochure last summer to help consumers get “street-smart” about automotive window films to enhance their driving experience and health behind the wheel.

“Having window film professionally installed on a vehicle is a smart step for any driver, but there are key factors that may influence the decision to have tint installed, and this brochure and our website help to educate on the ins and outs of automotive window film,” says Darrell Smith, executive director of the IWFA.

The brochure explains how window film on a vehicle is not just for looks, but also an important element of a complete sun protection strategy. By blocking the sun’s harmful ultraviolet (UV) rays, it safeguards against potential skin damage, skin cancer and cataracts.

“Consumers may not know that dark windows seen on newer vehicles is often dyed glass, which may not offer full protection by itself from harmful UV rays,” Smith adds.

In addition to driver protection, window films can also improve the interior comfort of a vehicle by stopping a significant percentage of the sun’s heat and glare from coming through the glass, thereby reducing the amount of air conditioning needed.

The website also offers insights on what levels of Visual Light Transmission (VLT) are permissible through the side windows to a driver’s immediate left and right by state.