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Companies that serve a wide spectrum of markets with diverse products often view their breadth as a potent cross-selling opportunity--and they’re right. But PPG understands that adapting product technologies from one market to solve the problems of another requires more than a desire to grow the business.
First and foremost, such cross-selling requires being close to the customer and focusing on solving customer challenges. Clearly illustrating the effectiveness of this approach has been PPG’s successful application of technology developed for marine coatings customers to solve a problem for automotive original equipment manufacturers (OEMs).
The opportunity surfaced when an onsite PPG support team at an assembly plant of a major automotive original equipment manufacturer saw an opportunity to help address a problem the carmaker was having with maintaining a key piece of paint shop equipment. The metal carriers that move cars through the manufacturing line were quickly becoming coated with thick, dripping paint, which required frequent cleaning with high-pressure spray.
Greater efficiency and safety
The problem added cost and was a safety concern. “It’s been an issue for decades” with carmakers, says Kevin Cunningham, PPG custom platform manager for substrate protection systems, who joined PPG after a 40-year career with major automotive manufacturer. “It’s a major hassle and expense. Plus, the power-washing equipment needs to be operated at extremely high pressures, so it’s also dangerous for the operators.”
After identifying the problem, the PPG team set in motion an initiative to identify and adapt existing PPG technology to solve this problem. The initial contact between PPG’s customer technical team led to the identification of a technology used in the oil and gas industry as a potential solution for protecting the automotive paint-shop car carriers. The final product, PPG ENVIROGREEN® 84, resists damage in the operating environment, but it also resists adhesion of dirt and is easy to clean.
A better solution
Where a typical car carrier might have to be taken out of service for cleaning every 300 to 350 cycles, a carrier coated with PPG Envirogreen 84 can go thousands of cycles between cleanings. After the initial application, another trial took place at a different customer’s assembly plant. The success of that trial led to a full-scale commercialization effort in 2018 that demonstrated the power of “One PPG.” Two PPG teams collaborated to develop documentation and application guides for PPG Envirogreen 84, sales strategies for reaching the decision-makers, and a turn-key solution that includes application.
“It really took off,” says Chris Meier, PPG’s protective and marine coatings national accounts manager. “We have been able to adapt an existing technology for a new market that could ultimately represent significant new business.”
He added that nearly all major automotive OEMs are adopting PPG Envirogreen 84 to coat car carriers at new plants as well as some existing facilities. In addition to illustrating the power of cooperation across business units, the PPG Envirogreen 84 example shows the importance of being close to the customer, according to Randy Peterson, director, business development, PPG’s automotive OEM services.
“It’s a big win,” he says, “that all began by leveraging our daily presence within the customer’s plant and finding a way to create and share in the resulting value.”