New Environmental Paint Process

Ford's Bold Color

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While in Detroit for meetings with several manufacturers, I was also able to attend a presentation at Ford's Advanced Product Design Center that focused on...color. Not just on the new and exciting colors that Ford plans to use on the exterior of their new and exciting vehicles in 2009 and beyond, but--and perhaps more importantly--on the processes it has developed to apply these new colors in ways that are energy efficient and kind to the environment. As we are well aware, typical paint processes produce great amounts of volatile organic compounds and sludge that must be safely disposed of, as well as CO2 emissions that must be limited in our uncertain ecological future. Ford has even perfected a process where the byproducts can be turned into clean electricity through a fuel cell.

But one of the phrases that was used several times was that these new processes mated with improved chemistry of the paints themselves will lead to "improved durability and quality." I have heard this before from other manufacturers only to see late model vehicles just a few years later with chipping or thinning paint. Is it how a person treats and cleans his or her vehicle that matters the most? Or can we paint future vehicles with such high quality products that are we on the verge of "showroom-fresh" exteriors for years to come?

2009 Ford Flex

And then it hit me...this is Ford's chance for a truly "Bold Move," to paraphrase its recent corporate slogan. What better way to turn the tide on its recent market share struggles than to make paint and the vehicle's exterior appearance the next battlefield? Most people rarely take the time to hand wash and wax their new vehicles these days--probably as often as people lift the hood to make sure the engine oil, coolant and other fluids are in good supply. After all, reliability is part of the price of entry in today's market, and vehicles are slowly becoming treated almost as you would a new refrigerator or television. You just expect it to work all the time and every time. And most of the time, it will.

So here is my challenge: Who will be the first manufacturer to guarantee its vehicles' finish? Does showroom-fresh for the first five years of ownership sound good to any one? Sure there would have to be caveats that accounted for abuse or extreme wear and tear, but this could be a big hit to help differentiate among already reliable vehicles and take the battle to the next level. The first one to announce will be the obvious winner.

I can see it now...future IntelliChoice Cost of Ownership analyses will have to include "extra credit" for those vehicles with a guaranteed paint finish. After all, if you are going to finance that baby and run the risk of being "upside down" for several years after you take delivery, you better be sure that it is going to look darn good!

Posted on 2007-09-03 | Permalink | |

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