Industry Newsmaker Q&A: Darrell Smith, International Window Film Association
Reflecting an annual pattern of heightened driver interest, during the spring and going into summer “the demand for automotive window film is shooting up,” according to Darrell Smith, executive director of the International Window Film Association (IWFA), a global nonprofit organization dedicated to education, research, advocacy and public awareness pertaining to the category.
“In most cases, window film is best when installed by a professional,” says Smith. “This means it may present an opportunity for your business.”
Shops already equipped with bays for installing batteries, tires, brakes, mufflers and conducting other repairs “may find new avenues to increase revenues” by adding on or converting an existing stall for window tinting, detailing, alarms, remote starting and additional services.
Along with the United States, Asia Pacific and Europe are top markets for this segment. “The many window film products deliver a range of performance so retailers and wholesalers may offer a solution to fit a customer’s individual need and climate zone,” says Smith, responding to a series of questions from Aftermarket Business World:
Q: Is window film or tint a good business opportunity?
A: Consumers are keeping their vehicles longer -- the average vehicle is nearly 12 years old -- and this trend is creating new opportunities for a wide range of businesses operating in the automotive aftermarket industry. If you do a quick Google search on the “window film market” or “automotive window tint market,” you will see a big basket of research that, in general, may point to a significant growth industry.
By adding a window film or tint service to your business you gain a high-margin product that you can either install as a service on premises or farm the sale or the installation parts out to a an IWFA member shop for a cut of the profit. IWFA member dealers, distributors and manufacturers can be found at www.iwfa.com.
Q: Why is window film needed?
A: Even new cars with darker colored factory glass can be improved with window films. OEM glass on vehicles still allows much of the sun’s harmful UV rays to enter the interior (35 to 50 percent). This UV leakage may result in skin cancer; damage to your eyes, the fading or cracking of upholstery and heating-up the interior.
It is worth noting that professionally installed window films block 99 percent of all the UV rays in addition to stopping much of the solar energy from heating up the car’s interior, which can increase air conditioning needs.
Today’s window films offer a wide selection of high-tech coatings to reduce heat-gain inside a vehicle, to help to hold glass shards together so they don't “shower” a occupant with glass bits should the glass break for any reason, and to improve a vehicle’s appearance.
Q: How do you get started in the business and what should you charge?
A: Offering for sale and/or professionally installing window film on a vehicle is generally not capital intensive at the outset. If you have an existing aftermarket business, window film installation or distribution may provide an attractive new revenue stream to complement your business.
For example, an automotive parts and service store may want to consider adding in automotive window film tint as the service generally offers solid margins very comparable to other add-on retrofit options. Market conditions, service levels and other factors, such as the type of film being installed, often influence prices to the end-customer. By polling local automotive window film businesses a price snapshot may be ascertained.
Q: Where can I learn about window film and does it take a lot of training?
A: The IWFA’s website offers information for professionals. Here a great deal of information may be collected. Members of the IWFA have additional access and discounts to material, education and activities that benefit their business, such as the business locator.
In addition, the IWFA’s manufacturer members can be found at the business locator, as well as distributor members and dealers. Training may be available from these members. In addition, the IWFA offers accreditation courses for a variety of window film applications, including automotive window film. Accreditation involves a study guide, a preparatory review presentation and a multiple-choice exam requiring an 80 percent or higher passing result.
Ultimately the best way to learn about installing window film is to work for a local dealer that installs automotive window film. If you want to be less hands-on and manage the business only, consider purchasing an existing dealership or franchise in your respective market.
Q: How do I know what level of tint or darkness is legal?
A: As a service to the industry, the public and its members, the IWFA posts on its website an automotive law chart for window films in the U.S. and Canada. It may be accessed here: https://iwfa.com/news-events/legislation/pgrid/2001/pageid/2.
From a legal standpoint, window films are rated according to the net Visible Light Transmittance or “net VLT,” which is the combined light transmission after the film is installed on the glass.
If you want a VLT of 35 percent, it means 35 percent of the visible light can pass through the window film installed on the glass. In the simplest terms, the lower the percentage, the darker the window film will be.
A 5 percent VLT film is very dark as it only lets though 5 percent of visible light, and a 70 percent film allows 70 percent of light in. When installing window film, you must also take into account the VLT of the glass.
The VLT of the film alone multiplied by the VLT of the glass on which it is to be installed will give the approximate Net VLT you should get. For instance, a film which measures alone at 55 percent VLT installed on automotive glass which measures alone at 80 percent VLT will give you a final Net VLT of approximately 44 percent VLT.
Q: Do the legality levels vary domestically from state-to-state?
A: Yes. In Canada, the provinces and cities may vary as well. Around the world what is allowed is based in accordance to laws and sometimes the judgment or prerogative of safety enforcement officers.
As a general rule, research related to the level of VLT required for the tasks of operating a vehicle safely is almost non-existent; most research on VLT has dealt with effects on optical tasks but not on those tasks as they might relate to vehicle operation.The IWFA and its chapter, the European Window Film Association, actively work hand-in-hand with transportation and safety officials to support the proper use of vehicle window film for health, safety and energy-saving reasons.
