Consumer Awareness is Challenge In Spray-On Bedliner Aftermarket
3 August 1998
Frost & Sullivan - Consumer Awareness is Biggest Challenge for Manufacturers In New Spray-On Bedliner Aftermarket MOUNTAIN VIEW, Calif., Aug. 3 -- The market for pick-up
trucks continues to increase. As the price of these trucks rises, consumers
become more willing to spend more money to protect their investment, primarily
with bedliners. Although spray-on bedliners are more expensive than drop-in
bedliners, end users who purchase spray-on bedliners tend to have owned a
truck before and understand the benefits.
According to strategic research conducted by Frost & Sullivan
(http://www.frost.com), North American Light Truck Spray-On Bedliner Aftermarket, the
fairly new spray-on bedliner aftermarket is growing substantially, and is
expected to reach about $90 million in 1998.
The purpose of both spray-on and drop-in bedliners is to protect the truck
bed from scratches, dents and the elements. However, spray-on bedliners
provide more protection for several reasons. Spray-on bedliners form a water-
tight seal to the truck bed, preventing rust and corrosion, will not crack,
split or warp, and are more aesthetically pleasing. In addition, spray-on
bedliners insulate the truck bed from noise and road vibrations, cause
virtually no loss of space, and reduce load slippage with their textured,
flexible surfaces. Drop-in bedliners tend to vibrate, scraping off paint over
time, they may warp in hot climates, and they can be slippery.
Spray-on bedliners typically consist of a polyurethane elastomer material
that is sprayed directly onto the truck bed, and they can be applied through
low-pressure systems, high-pressure systems, or conventional systems.
Polyurethane is acquired through a distinct supply chain, where large chemical
companies sell raw base material to systems houses, which then blend the raw
materials into a formulated product. Finally, spray-on bedliner installers can
purchase formulated urethane from systems houses either off-the-shelf or
blended to the distributor's specifications.
Since the spray-on bedliner market is still developing, the main
challenges for distributors are lack of product awareness -- and low brand
awareness. Currently, few chains advertise nationally to end users. However,
once the market is more fully developed, it is expected that more national ads
will surface.
Distributors agree that their main competitors are drop-in bedliner
manufacturers, who currently own the bulk of the market. Therefore, the
purpose of spray-on bedliner distributors' ad campaigns must be to inform
consumers about the advantages of spray-on bedliners over drop-in bedliners,
the Frost & Sullivan analysis concludes. Once end users are aware of spray-on
bedliners, distributors should market brand awareness ads.
Frost & Sullivan's study, North American Light Truck Spray-On Bedliner
Aftermarket, is the only study that analyzes this fairly new market. Included
in the study are revenue forecasts, market shares, technology and market
trends, competitive issues and strategies.
The companies participating in this market include: Ameraguard Coatings,
Arma Coatings Inc., Bullhide Liner, Diamond Liners, Inc., Dupli-Color, Line-X
Protective Coatings, Performance Coating Specialists, Rhino Linings USA Inc.,
Scorpion Truck Bed Linings, Inc., Speedliner, Ultimate Linings USA Inc.,
Zolatone Automotive Division, Related Companies: Atwell Industries Inc. /
Tuffliner Bedliners, Colonel's Inc., The Continental Accessories Inc., Custom
Form Mfg. Inc., Dick Cepek Inc., Durakon Industries, Inc., Ford Special
Vehicle Operations, Homestead Products Inc., Innovative Thermoforming,
J&J Enterprises, LRV, Maximliner Inc., Penda Corporation, Rugged Liner Inc.,
Unicover, York Products Inc., Industry Organizations: Automotive
Parts & Accessories Association, National Truck Equipment Association,
National Association for Stock Car Racing, Inc., Specialty Equipment Market
Association, Truck Cap and Accessory Association.
Frost & Sullivan is an international marketing consulting company that
monitors the automotive industry for market trends, market measurements and
strategies. This ongoing research is utilized to update a series of research
publications such as #5506-18 An Assessment of the Light Truck Accessory
Aftermarket: The Installer's Perspective, #5574-18 North American Truck
Accessory Aftermarkets, and #5365-18 North American Automotive Accessory
Aftermarket, and to support industry participants with customized consulting
needs.
Visit Frost & Sullivan's web site: http://www.frost.com
Report: 5137-18 Publication Date: July 1998 Price: $2950
