The Power of the Vehicle Wrap

During the 2017 SGIA Expo in New Orleans, OKI Data ran a breakfast session that explored the vehicle wrap landscape, presented by Troy Downey of APE Wraps.

Although vehicle wraps are approximately 15 years old, Downey explained, it has only been in the past six to seven years that companies have started to invest money in the technology and to educate the end user on the benefits of embracing the application. Wraps can be powerful if done correctly, he emphasized.

“Use the power of the vehicle to convey your message,” Downey said. “Don’t underestimate the power of the vehicle wrap.”

As much of an impact that wraps can have in conveying a message or advertising a brand, there are some keys to ensuring business success. For example, it’s important to remember that cheaper is not better, Downey stressed. In order for a wrap to do its job and attract attention, it needs to be done well.

“When it comes to a vehicle wrap,” he said, “you will regret taking the low road.”

When it comes to adhesion, it is imperative to ensure the surface is absolutely clean and free of even a spec of dirt or dust. Experts suggest that wrappers clean the vehicle three times — once with soap and water to get off the easy dirt, once with a stronger cleaning solution designed to remove tar and grease and finally with isopropyl alcohol to ensure there is no residue or oil left on the surface. Once the entire car is completely clean, individual sections can be wiped down with the alcohol again before wrapping them to eliminate dust or fingerprints.

Beyond providing quality materials and installation, Downey expressed the need to educate the customer. Many times the customer will “misunderstand the abilities of a vinyl shop/converter,” he said. “The consumer thinks that whatever they’re seeing in their mind’s eye can easily be designed and converted, simply by the stroke of a few keys,” he added. While it’s crucial to educate the customer, it’s equally important to have in-house the skills to install the materials, as well as to use the correct materials. Air-egress technology paired with Low Initial Tack (LIT) adhesives can deliver “spectacular” results, Downey said.

“Those two attributes have paved the way for how we do business today,” he noted.