Photos courtesy 3M Canada
By Peter Saunders
From February 15 to 24, 2013, Mercedez-Benz Canada showcased a mirror-gold G-Class four-wheel drive (4WD) sport utility vehicle (SUV) at the 2013 Canadian International Auto Show, which was held in the Metro Toronto Convention Centre (MTCC). To achieve the unusual visual effect, Autograph Trim—based in nearby Mississauga, Ont.—wrapped the vehicle in 3M Canada’s ElectroCut-series films.
“Inspired by a golden fleet of Mercedes-Benz vehicles at the Cannes Film Festival, we were excited to have a hand in recreating that iconic look,” says Stephanie Neskas, 3M Canada’s commercial graphics business manager. “The combination of films used to create the golden finish really made for a distinctive appearance.”
The project came about through a partnership between 3M Canada, Mercedez-Benz Canada and Autograph Trim, which itself is a 3M Select Platinum graphic provider.
Restyling’s in style
Although the golden G-Class was a special one-off project, showcased specifically for car enthusiasts on a convention centre floor, it could also be seen as representative of a larger trend among the general populace, seen on public streets—the restyling of personal vehicles through vinyl film application, rather than paint.
“The everyday driver wants to stand out,” says Katherine Hebert, marketing supervisor for 3M Canada’s commercial graphics division. “When people see it, they think it’s paint!”
Race cars are also using ‘paint replacement’ films, with printed graphics accompanied by solid-colour elements.
Printable vehicle graphic films remain a staple of the sign industry for commercial applications, from car wraps to bus ads, but now some of the same sign shops are also serving this new and growing consumer market with ‘tuning films.’ In addition to solid-colour full wraps, some of their customers are opting for partial wraps, striping or hood wraps. Popular finishes include matte, gloss, satin, brushed metal and carbon fibre effects.
Signmakers are not the only users of these products. Auto body shops are another natural fit, given their past experience with paint-based restyling.
Multiple markets
Tuning films are not only intended for application on personal vehicles. Like vehicle graphics, restyling services can also be geared to a commercial market.
“For some businesses that have fleets of vehicles, a ‘paint replacement’ vinyl film is a more cost-effective way to bring them all to one visual standard,” Hebert explains. “You might also see it added to graphics on a race car, where a printed logo is accompanied by a solid-colour strip across the side of the vehicle.”
Indeed, as Hebert puts it, printed graphics may be only “one dimension” of a vehicle’s appearance. The specialized finishes of paint-replacement vinyls add a greater sense of texture.
“You see mixing and matching,” she says, “such as a full wrap with an accentuating film for a layering effect.”
Popular finishes include matte, gloss, satin, brushed metal and carbon fibre effects.
Change is constant
Another advantage of wrap films, compared to a full paint job, is they are easier and more cost-effective to change out when desired. While the films themselves offer long-term durability, with warranties for five to seven years of use, many customers end up replacing them in the shorter term.
“The enthusiasts switch films out between auto shows,” says Hebert. “Some of them like to change the appearance of their vehicle whenever their mood changes!”
With files from 3M Canada’s commercial graphics division. For more information, visit www.3mgraphics.ca.
