Interstandox 68

Interstandox 68 the world of vehicle refinishes

Daimler banks on Standox Cooperation follows the three-pointed star

Attracting new customers Effective marketing for bodyshops

All in white Automotive colour trends

GB

2 contents

focus Daimler banks on Standox . . . . . . . . . . . . . . . . . . . . . . 4 journal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 products MicroRepair: Business in minor damage blossoms . . . . . . 8 Exclusive Line: Paintwork at its finest . . . . . . . . . . . . . . . 9

In the vehicle refinish sector, Daimler has been relying on the quality of the premium products from Standox for several years now.

However, what this global group appreciates about Standox goes way beyond vehicle refinishes.

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workshop management Marketing for new customers . . . . . . . . . . . . . . . . . . . . 10 gallery Ferrari 312 P: A legend in red . . . . . . . . . . . . . . . . . . . . 11 international Hovgårdens Ytskydd paints with Standofleet Refinishers’ Olympics in Japan . . . . . . . . .

Standox paints BMW Sauber Formula 1 cars Tatra’s got the tiger . . . . . . . . . . . . . . . .

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guest article Stylist Claudio Brivitello on automotive colour trends . . . . 15

Interstandox The world of vehicle refinishes Interstandox is intended solely for internal use. We would be glad to grant approval to requests for reproduction.

Published by the: Interstandox Editorial Board Standox GmbH, D-42285 Wuppertal, Germany E-Mail: Hans.Bach@deu.standox.com Responsible for content: Hans W. Bach Concept/copy editing: K1 Gesellschaft für Kommunikation mbH, Ulf Kartte, Cologne Graphic design: 230Volt, Axel Helmus, Düsseldorf Image processing: 230Volt, Düsseldorf Standox® is a registered trademark.

Blue Flame, the latest Exclusive Line colour, changes colour mysteriously with a cool glow.

As a Standohyd basecoat it has all the benefits of this innovative paint system, so it is easy to use, too.

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The Ferrari 312 P is possibly the world’s most beautiful race car. The only one still in existence has now been fully restored by a Swiss bodyshop and finished with Standox products.

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editorial 3

Satisfying the customer What bodyshops are expected to deliver is constantly growing.

Good workmanship alone is no longer enough. The manager or owner of a bodyshop has to increasingly adopt management techniques and keep his eye as much on management processes as on new technologies. And that still isn’t all. Because anyone who wants success in the long term has to sustain a high profile in order to stand out from the competition. And this is

Dr. Julio Salcedas, Brand Manager Standox GmbH

only possible with a clearly defined marketing strategy and activities geared to chosen target groups.

In the long run, only those businesses that not only deliver high quality but also satisfy customer needs and effectively publicize their services will stay ahead. We at Standox are well aware of this and support you with information and tailor-made consultancy services in your efforts to attract new customers with efficient marketing and to keep existing customers coming back (see the article on page 10).

At the same time, a strong brand doesn’t evolve overnight. Marketing is not a one-off affair, and a single advertisement in the local press is ultimately a waste of money. Only those that offer their customers added value in the long term and communicate this to them will make a distinct and lasting impression on them that no other bodyshop can match.

Of course, the same also applies to us. The Standox brand has been synonymous with dependable quality for many years. And we shall continue to ensure that our customers have every reason to say: “With Standox I get the best results.”

Want to learn more about Europe’s leading manufacturer of automotive refinishing paints?

This brand video introduces you to the world of Standox: www.standox.com/company

4 focus

Daimler banks on In the vehicle refinish sector, Daimler has trusted the quality of the premium products from Standox for several years now. However, what this global group appreciates about Standox goes way beyond vehicle refinishes.

Before a major vehicle manufacturer like Daimler opts for a pend on Standohyd, but also increasingly paintshops in Auspaint brand, it subjects the maker’s products and systems to tralia and Asia. For instance, Yanase, the biggest Japanese veclose scrutiny. It is here that, in extensive analyses and tests hicle importer, uses Standox waterborne paints as does the MB in a wide range of climatic conditions, the high quality of Stan- Bin Hung branch in Taipei on Taiwan. dox products has been consistently confirmed. Today, all the key paint systems from Standox for cars and commercial vehi- Daimler only recently approved the innovative Standoflash syscles are approved for the refinishing of Daimler vehicles.

tem for MicroRepairs. The use of UV technology permits the quick and inexpensive repair of minor damage and thus im-

Impeccable paint quality

proves workshops’ capacity and profitability. Another example

The extent to which the Stuttgart-based company depends on of forward-looking products from Standox is scratch-resistant the forward-looking properties of Standox materials is impres- Standocryl VOC Platinum Clearcoat. With its pronounced resissively demonstrated by the fact that a large proportion of the tance to mechanical and chemical aggression, it gives vehicles bodyshops of the Daimler Group supplied by Standox were us- long-term protection from microscopic scratches and loss of ing the Standohyd waterborne paint system before the EU Sol- gloss. vent Directive came into effect on 1st January 2007. Among them are the Mercedes-Benz paint and body centres served by Worldwide training and services the Wuppertal paint manufacturer. Today, it is not only Euro- For a long time now, successful cooperation has no longer been pean and North American Mercedes-Benz workshops that de- confined solely to the supply of paint materials. The global cooperation agreement signed in 2006 comprises a whole package of services for further improving the profitability and management processes of the bodyshops in the Daimler Group. The

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focus 5

Standox

Hermann Kik is responsible for repair techniques and refinishing in Daimler AG’s worldwide after-sales sector.

We need a strong partner interstandox

our employees enjoys high priority. Standox

How long has Daimler been trusting in the product quality of

supports us with training and consultations

the Standox brand?

tailored specifically to our needs. Our sprayers are also

Hermann Kik Cooperation started in the mid-Eighties and has grown

familiarized in the process with the techniques of the future, such as MicroRepair and the latest Colour Tools.

steadily since then. It has been confirmed again only recently

interstandox

in a worldwide Quality Management System Audit (QMSA).

How important is cooperation in the field of “tradition

Our partners’ complete quality management systems were

and classics”?

assessed with the focus on strengths in the after-sales sector.

Hermann Kik Close cooperation is very important not only because

interstandox

the market is growing, but also because our brands

What requirements does a paint manufacturer have to meet

have a long history. For the restoration of classic cars,

for global cooperation with Daimler?

our Mercedes-Benz Classic Center has issued paint recommendations in cooperation with Standox that

Hermann Kik

ensure the optimum in true-to-original finishes while

First and foremost, of course, we expect outstanding product

complying with today’s environmental demands.

quality and comprehensive paint expertise. This also includes first-rate service and worldwide technical support. And we naturally need a strong partner with all the attributes of a global player. interstandox What is the importance of product training at Daimler? What form does cooperation take in the training field?

interstandox Why do a large number of Daimler Group workshops in Europe prefer to paint with Standox?

Hermann Kik With Standox products our workshops achieve superlative results even in less than ideal conditions.

Our workshops also appreciate Standox as a reliable

Hermann Kik

local partner who provides quick and competent

Training has to take account of the growing complexity of

assistance.

products and technologies. And this is why the training of

6 focus

The Standox Calendar “Color Codes 2009” presents classic cars and exquisite sports cars in unusual settings.

close cooperation has recently been confirmed by a worldwide audit for the entire Standox quality management system. At a regional level, Standox specialists support the workshops in all technical aspects of vehicle refinishing as well as in business ler also expects its partners to make special efforts. Standox management activities, such as improving work processes. Al- only recently obtained successful recertification to ISO so provided are training sessions for refinishers that take ac- 14001:2004, the international standard for environmental mancount of the special requirements of the Daimler Group repair agement systems. This not only confirms the Wuppertal comshops.

pany’s commitment to sustainable processes, but also its observance of its responsibility to future generations.

Daimler and Standox also work together in the growing classic car segment. Together with the Mercedes-Benz Classic Center Brand Manager Dr Julio Salcedas believes his company is well in Fellbach near Stuttgart, Standox has drawn up painting rec- equipped for further successful cooperation. “The many years ommendations that today constitute the standard for historic of close cooperation form a sound basis. There will be no letvehicle restoration at the Classic Center.

up in our future efforts to give our partner Daimler the best results in all areas at all times.”

Competence that builds confidence For a globally operating automotive producer, protecting the environment is of course a central concern. Consequently, Daim-

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journal 7

A network throughout Europe The 2nd International Repanet Conference took place under the motto of “Come together! Think global, act local!� in Sardinia in May. The conference attended by 500 people from 12 countries was a resounding success. Two high-quality guest speakers provided valuable input on the subject of accident claims management. Those attending also benefited from the presentation of the Repanet marketing offensive and from examples of best practices from different countries. The event also included a variety of training workshops, an exhibition for workshop accessories and an accompanying entertainment programme.

Repanet is one of the leading bodyshop networks in Europe and remains at the forefront of industry trends. Information on the network can be found at: www.repanet.com

Recertification for Standox quality Standox only recently obtained success-

committed to creating and upholding the

ful recertification to ISO 14001:2004, the

highest quality standards. The picture

international standard for environmental

shows Helmut Ahrens, senior auditor,

management systems. The certificate

DNV (Det Norske Veritas), and Standox

confirms that in all areas the company

Brand Manager Dr. Julio Salcedas during

has an established strategic management

the awarding of the certificate.

system that meets the needs of the environment and ensures ongoing improvement. For a long time now, the Standox corporate philosophy has been

Ford Poland commends top refinishers Two Standox workshops claimed the top two places in the Refinisher of the Year competition, which Ford Poland traditionally organizes on the

Excellence award for Servind

national level each year. Craftsmanship and technical knowledge are both assessed. Robert Wysocki, Standox Country Business Manager Poland (fourth from the right), congratulated the winners as well as the Standox training team for its outstanding refinish training for Ford.

Congratulations to the team from Servind (see picture)! The national distributor for the Czech Republic and Slovakia recently received the Standox Excellence Award for their outstanding sales achievements. A further award went to Servind Hungary for its successful introduction of the Standox Consulting programme.

8 Journal | products Over 250 guests, including customers, dealers and representatives of leading car makers, came to Standox Poland’s annual kick-off event in Warsaw. The gala not only created a glittering setting for an attractive entertainment programme, but also provided an opportunity to commend

Customer gala in Warsaw

exceptional sales achievements and longstanding partnerships with distributors.

Car makers delighted by Standox quality No other paint manufacturer has obtained as many

ing high-grade and cost-effective paint systems from

international approvals for its products as Standox.

Wuppertal. Honda Middle East has granted Standox

And in the last few months, further approvals have

an approval for the entire Middle East and North

been received from leading vehicle engineering com-

Africa. Nissan Middle East has also opted for Stan-

panies. Volvo, the Swedish manufacturer, has award-

dox. Cooperation in the region comprises not only

ed Standox a worldwide approval for its products.

product support, but also training.

The Wuppertal company has thus also been given the chance to present its product offering within the Volvo online information system VIDA. The Japanese car and motorcycle maker Honda is also obtain-

products

New business opportunities with MicroRepair Minor paint damage on vehicles, such as croRepair is a system that permits the Standox is happy to advise interested scrapes and scratches, today accounts for high-quality repair of areas smaller than businesses. There are also services help20 to 30 per cent of overall damage. Cus- a saucer and significantly reduces the cost ing bodyshops draw customer attention tomers suspect these are expensive to of materials and labour.

to their new services.

repair, so often the work isn’t done by professional bodyshops. Standox’s Mi- MicroRepair offers workshops a good opportunity to improve capacity utilization. The MicroRepair process is efficient, cost-effective and time-saving. And it works just as well with conventional Standox products as with the super-quick Standoflash UV system. The profit-making potential of MicroRepair can be exploited by the bodyshop in a variety of ways – as a “door opener” for the attraction of new customers, for the use of free capacity and as an additional profit centre alongside existing business.

Thanks to the hypermodern MicroRepair process, minor damage can be remedied quickly, inexpensively and with the accustomed high Standox quality.

MicroRepair is the smart solution for minor repairs. The video shows how it works: www.standox.com/microrepair

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products 9

Blue Flame is the latest paint from the Standox Exclusive Line series. These spectacular effect paints have made many friends in the meantime – and are used increasingly by design and tuning firms for the distinctive styling of classy vehicles.

Blue Flame “changes colour mysteriously with a cool glow” is how its makers describe the latest paint creation from the Standox Exclusive Line. Depending on the angle from which the surface is viewed, this premium effect paint flips from a luminous blue via a sombre, almost black hue to a powerful green with olive-gold highlights. Blue Flame is now the fourth Exclusive Line colour produced as a waBlue Flame for a cool, fiery glow.

terborne paint.

der an overcast sky. The attractive pickup has even become a star of the small screen as the service vehicle of a garden show on German TV. The immediate predecessors of Blue Flame

also

exhibit

exciting

colour

changes. Red Rocket is a veritable pyrotechnic explosion of various shades of orange and red. It has been put to outThe Compact Sport pickup finished in Miami Mint from the Exclusive Line is the star of a new RTL series.

standing effect by the German JE Design firm on its Audi Q7 Street Rocket. This extraordinary paintwork amplifies the vehicle’s high profile. The Q7 demonstrated its sophistication in appearances at the Autosalon in Geneva and at the IFA consumer electronics show in Berlin.

The Audi Q7 Street Rocket developed by JE Design is impressive, athletic and a real eye-catcher.

Hardly any less spectacular is the Compact Sport pickup styled in Miami Mint from the Exclusive Line. It was developed by the pro4D firm of designers. Thanks to a special pigment, the effect paint loses nothing of its colour versatility even un-

The Exclusive Line is a series of spectacular special effect paints from Standox. Check out the colours launched to date: www.standox.com/exclusive-line Vehicle designers and customisers increasingly use Exclusive Line paints to enhance the dramatic appearance of their products. Some of the best results can be seen at: www.standox.com/projects

10 w o r k s h o p m a n a g e m e n t

Marketing

for new customers With effective marketing a bodyshop can improve its image, attract new customers and keep existing customers in the long term.

When they hear the term “marketing”, 70 ates the most sales? Which target groups ness management topics in depth alongper cent of business owners immediate- do I most want? And which services will side their everyday work. This is why Stanly think of advertising. In fact, advertis- best achieve this? For example, the meas- dox has developed a support package deing only amounts to 10 to 15 per cent of ures you take to appeal to insurance com- signed to help businesses plan their maractual marketing activities. Marketing is panies will differ from those for private keting. This includes, for instance, a new an overall package made up of various motorists.

Standothek brochure “Winning with mar-

different activities. Combined in the right

keting” explaining how to attract cus-

way, they ensure that a business is strate- The range of possible measures is large tomers and keeping them coming back. gically aligned with the market.

and extends from direct mailings, advertisements and telephone marketing

For effective marketing it is essential to through to flyers and press releases for analyse one’s own business carefully and the local daily paper. However, effective set personal goals. Which customer marketing starts with the eye-catching groups do I currently attract? Who gener- and high-publicity design of the workshop and its outward presentation.

Finding the right blend of measures is not easy. Experience shows that business owners rarely have the time to study busi-

The Standothek publication “Winning with marketing” on attracting customers and getting them to come back shows how effective marketing works.

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Picture: Urs Schmid, Michael Zumbrunn

gallery

A legend in red The Ferrari 312 P is a legend. The only surviving example of what is probably the world’s most beautiful race car has now been fully restored.

The Ferrari 312 P was built in 1968. The Of the three Ferrari 312 Ps originally built, work was chosen. Franco Simeone exsemi-monocoque, engine and chassis of only one has survived. It wasn’t until the plains: “Painting such a vehicle is of the 3-litre model come from the Formula Eighties that all the parts were gathered course a challenge – obviously, we want1 grand prix vehicle of the day. The alu- together, and a car lover in Switzerland ed to have the same fantastic red as the minium body of the 860 kilo car caught finally bought the vehicle. The Franco original. With the paint systems from the eye with its astonishing exterior. Nev- Simeone bodyshop and paintshop in Standox, I can rely on high colour accuertheless, despite its sleek shape and en- Zürcher Oberland in Switzerland was com- racy. In my business, I only use materials gineering, the “dream in red” was never missioned to rebuild and refinish the ve- from Standox.” fast enough in the key races to overcome hicle. Since his youth, Franco Simeone has strong competition from Ford and been specializing in the restoration of Porsche.

classic cars. Under his guidance, the unique Ferrari was reassembled piece by piece. For the paint finish, a two-coat system matching that of the original paint-

Standox not only offers high-grade paint systems for the refinishing of classic cars, but also supports workshops with its practical guide and the Standothek theme publication “Prestige and Classic Cars”.

Standox offers comprehensive help for refinishing prestige and classic cars. Information can be found at: www.standox.com/classic

11

12 i n t e r n a t i o n a l

Hovgårdens Ytskydd paints with Standofleet

The team of Hovgårdens Ytskydd in Sweden is highly impressed not only by the quality, but also by the user-friendliness and profitability of the Standofleet system for commercial vehicles.

When it comes to the painting of trucks and trailers, the Swedish bodyshop Hovgårdens Ytskydd goes for quality and uses Standofleet, the Standox paint system for commercial vehicles.

Personally, Onni Kreivi is more a fan of fast cars. The experi- 2,000 m2 of surface area, 4,000 m2 of outside space and six enced entrepreneur was a racing driver for 13 years and today spray booths. This is where trucks, including motorized cranes, drives a Ferrari Spider. Self-employed since 1976, he founded trailers, radar stations and other items of defence equipment Hovgårdens Ytskydd in 1993. In the early years, the small are repaired and painted. bodyshop near Göteborg on the Swedish west coast only had a single spray booth for commercial vehicles. Today, it has over 15 employees (five of them exclusively for painting work),

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i n t e r n a t i o n a l 13

Kreivi’s main customer is Volvo Trucks in Sweden. The cooperation agreement with the Swedish manufacturer comprises work on chassis as well as on drivers’ cabs and fuel tanks. Hovgårdens has been working for Volvo since 1986, and under a cooperation agreement since 2002. Since then, 400 to 500 Volvo trucks rumble through the bodyshop per year. They are all painted with Standofleet.

Owner Onni Kreivi with his wife Merja.

Kreivi, who has been working with Standox products since 1992, The high colour accuracy, ease of application, high coverage introduced Standofleet in his business back in 2004. In view and outstanding gloss of Standofleet made a big impression of imminent European VOC legislation, he wanted to change on Kreivi and his team right from the beginning. Onni Kreivi: over as early as possible to the new, eco-friendly paint system. “Standofleet is easy to use, and the results are brilliant. If you Thanks to support from Standox, the changeover went off with- ask me, no other commercial vehicle paint system on the marout a hitch. In fact, he’s highly appreciative of the support from ket can compare with it.”

Standox, particularly when it comes to colour matching. Moreover, most of his employees have taken part in training at the Standox Training Academy.

Refinishers’ Olympics in Japan Standox waterborne paints are in use all technology, industry and the service secover the world today. And the 39th World- tors. 830 up-and-coming talented youngno exception. For the finals for the title including the best refinishers from 18 of “Best Vehicle Refinisher”, the event or- countries. ganizers chose Standox quality and provided the contestants not only with the The best refinisher and Gold Medal winrequired basic materials, but also with ner was Taneli Sarajärvi from Finland. The Standohyd. The competition takes place Standox distributor in Finland, the HL every two years covering 40 trades from Group, arranged a special training session for him at the Standox Training Centre be-

Picture: Marsa Jurvakainen

Skills International in Shizuoka, Japan, is sters from all over the world took part,

In the battle for the title, the winner, Taneli Sarajärvi from Finland, used waterborne paints from Standox.

fore the finals. This means that during the finals he was able to apply the tips and tricks that the specialists had taught him Standox, as he makes use of Standox beforehand in application and coloristic. product quality “Made in Germany” in his Incidentally, world champion Taneli Sara- everyday work. järvi is by no means new to painting with

Picture: BMW

14 i n t e r n a t i o n a l

Standox paints BMW Sauber F1 cars Standox is the supplier to the BMW Sauber Formula 1 team. with Standox VOC Nonstop Primer Filler. The finish in the BMW The Wuppertal paint maker supplies the colours for the vehi- Sauber team colours of white, blue and red is executed with cles of the BMW Formula 1 team exclusively through its Swiss high-grade Standox topcoats. Smaller parts and the chassis are national distributor André Koch AG in Urdorf near Zurich.

painted with Standocryl VOC Car Paint.

The selected paint system is easy to apply and is distinguished by its excellent flow, immaculate gloss and rapid drying. The carbon fibre parts supplied by BMW are first primed in white

Tatra’s got the tiger Tatra, the long established Czech truck manufacturer, came up troduction of new engines that already comply with the comwith an original idea for drawing exhibition visitors’ attention ing Euro 5 exhaust gas standard. The airbrush artworks were to its vehicles with out-of-the-ordinary finishes. In close coop- applied with the Standohyd waterborne paint system from Staneration with the Czech national distributor Servind, two exhi- dox. They were then coated with Standocryl VOC Premium bition vehicles were adorned with the Siberian tiger in elabo- Clearcoat. rate airbrush design. The idea arose in connection with the inApplying waterborne paints was a special challenge for the refinishers, as the process for airbrush painting with water-soluTwo exhibition vehicles of the Czech manufacturer Tatra were skilfully painted using the airbrush technique.

ble paints differs from that with conventional materials.

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g u e s t a r t i c l e 15

All in white Automotive colour trends

How important is the colour when someone buys a car? And how do new colour trends come about? Claudio Brivitello, stylist at Mercedes-Benz, reports from the field.

I’m constantly looking for new colour As a colour designer, I know that colour ideas. I get my inspiration from various is a very important factor when a car is fields – for instance, from fashion, purchased. The customer identifies with lifestyle, architecture, the world of conthe colour of the car that he owns for sev- sumer goods and of course from the eral years. And a short-lived colour trend brand’s own history. Environmental thinkmay result in a significant loss of value ing will also play a growing role in the when the vehicle is sold after several choice of colours in the coming years.

Claudio Brivitello, stylist at Mercedes Benz.

years. We have to take such facts into account in our work. The challenge is that White in various forms, be it solid colour the lead time for a new production-line or pearlescent, is currently en vogue. But functions. I’m convinced that it will be colour is about three years – so we have in the next few years I can imagine the possible to integrate into a paint film to anticipate trends quite some time in return of colour. Light blends of silver or many more properties that will be of creadvance.

grey with colours like blue and green will ative interest for us in the long term. be increasingly seen. Still pie in the sky at the moment, but nevertheless important, are new developments equipping the surface of a vehicle with additional

The Standox Calendar “Color Codes 2009” shows exquisite vehicles clad in beautiful colours. The paintwork of the cars is just as exceptional as the locations in which they are artistically set.

The handy desktop calendar displays a stunning car every month and allows users to store their own diary dates and appointments. The application can be downloaded from: www.standox.com/calendar

The perfect solution.

Standox has the answer. High technology Standox systems match accurate, waterborne colours with fast lacquers and expert primers for cars, bikes and vans. You can rely on Standox to give you the best result – and the solutions your business needs.

For more information visit www.standox.co.uk

The Art of Refinishing.