Automotive Coating Gains Demand for Energy-Efficient Technologies

LONDON, September 1, 2016

Upswing of automotive production in North America and Europe enhances growth opportunities for coatings, finds Frost & Sullivan’s Visionary Science team

Automotive original equipment manufacturers (OEMs) are concerned about the rising energy consumption at their paint shops and the resultant increase in carbon emissions. These environmental issues and OEMs’ desire to accelerate production cycle times have prompted automotive OEM coating suppliers to develop integrated coating processes such as those that do away with primer coatings. This drop in primer requirement will be offset by the amplified need for base coat to achieve superior performance and aesthetics.

Another important feature of environment-friendly vehicles is lightweighting achieved through the greater use of plastic parts in automobile production. This translates to a new market for coating technologies that can seamlessly paint over plastic and metal substrates. However, the gradual replacement of metal parts with plastics and composite materials will dampen the demand for automotive OEM coatings on metal substrates.

New analysis from Frost & Sullivan, Analysis of the North American and European Automotive OEM Coatings Market, finds that the market earned revenues of $2.81 billion in 2015 and estimates this to reach $3.37 billion in 2022. During this period, the market is expected to register a compound annual growth rate (CAGR) of 3.3 percent and 2.0 percent in North America and Europe, respectively.

“There is also a fast emerging market for safe and sustainable products due to the cap on the use of volatile organic compounds (VOCs) in coatings by the European Renewable Energy Directive and California Air Resources Board (CARB),” said Frost & Sullivan Visionary Science Research Analyst Vinay Venkatesan. “In response, coating OEMs are likely to develop non-polluting and high-performing water-borne, high-solids and powder-based coatings.”

While the VOC regulations are implemented strictly in Europe, there is considerable variance in their enforcement across the East and West coast regions of the United States. As a result, North American OEMs are reluctant to invest in new equipment that support sustainable technologies and continue to be heavily reliant on solvent-borne technologies.

In both Europe and North America, automotive production is on the upswing. Coating OEMs are developing superior base coat products to make the most of this opportunity and the rising consumer demand for dynamic colours and sophisticated coating finishes.

“The continuous evolution of automotive quality standards has had a knock-on effect on coating systems, resulting in improvements such as extreme stone chip resistance, etch and mar resistance and high corrosion protection,” noted Venkatesan.

The automotive OEM coatings market is highly consolidated; leading participants such as PPG, BASF, and Axalta Coating Systems contribute to the majority of market shares in both Europe and America. As there are only a handful of global companies supplying to a largely fragmented automotive OEM market, customers have been very demanding in terms of cost efficiency and performance. Therefore, coating companies are working on diversifying their product portfolio to offer a wide array of products and services across all layers. This strategy will go a long way in enhancing market penetration in both regions.

Analysis of the North American and European Automotive OEM Coatings Market is part of the Future of Chemicals & Materials in Infrastructure & Mobility Growth Partnership Service program. Frost & Sullivan’s related studies include: European and North American Paint Additives Market, North America Paints and Coatings Market, Fiber-reinforced Cement – High-Tech Materials TOE, Advanced Insulation Materials Technologies for Building and Construction, Opportunities in the Global Pressure Sensitive Adhesives Market and North American and European Construction Adhesives and Sealants Market. All studies included in subscriptions provide detailed market opportunities and industry trends evaluated following extensive interviews with market participants.