DO YOU FEEL LIKE you’re seeing more and more wrapped trucks, cars, and vans as you drive around town? That’s no illusion. Vehicle graphics continue to increase in popularity as people seek ways to customize their vehicles and promote their businesses while out on the road.

Having equipment that consistently prints vibrant color with a wide color gamut allows PSPs to stay a notch above the competition. Says PSP Matt Richart: “Your printer is just like your best team member: You depend on them heavily every day.” PHOTO: DIGITAL EFX WRAPS, LOUISVILLE, KY

In fact, according to Grand View Research, the global automotive wrap films market was estimated at $7.11 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 22.1% from 2024 to 2030.

To find out more about this powerful and enduring graphics trend and how it’s being supported by printer manufacturers, here’s some innovations I’m seeing in the latest wide-format production equipment, software, inks, and media.

Why do vehicle graphics remain so popular as a key driver to investing in a wide-format printer? Vehicle graphics’ enduring popularity in the marketplace certainly is among the top reasons that people visit their dealers looking for a wide-format printer. The versatility of today’s printing devices means that along with vehicle graphics production, these users can count on high-quality prints for a wide range of other applications as well. After all, a vehicle graphic essentially is the same as a wall wrap or a floor graphic, though the media and installation obviously vary from application to application.

In addition to new clients, replacing or updating existing fleet graphics is another reason for vehicle graphics’ ongoing appeal for PSPs. Since the end of the pandemic, there has been a resurgence in marketing efforts, and many businesses are seeing a need to refresh their branding. After being quiet for several years, shop owners tell us that fleet graphics installation requests are flooding back as business owners update their graphics.

EVOLVING INKS

Manufacturers are paying attention to the need for vibrant color across a variety of printing platforms. Here are some of the most popular print types and some of the changes we’ve seen:

• Latex/resin inks: The ink gamut for latex printers recently has widened and, along with it, the richness of the resulting prints has improved over previous generations. Many people appreciate that with prints that dry instantly, latex printer users can laminate prints immediately, saving valuable time. The recent overall improvement in image quality means that latex printer owners no longer are sacrificing color for production speed.
• UV inks: UV inks have undergone a similar evolution to latex inks. They used to be more matte and muted than other ink types. The depth of color available on today’s UV printers rivals the output on eco-solvent devices. UV ink prints are excellent for wrapping flat panels and for products like vehicle magnets. In looking at the vehicle graphics market, it’s important to remember that these products aren’t just for Lambos and Bugattis. A large portion of the industry is devoted to smaller service-based companies who are looking for vehicle branding but may not be able to afford a full wrap.
• Eco-solvent ink: Eco-solvent ink has undergone a gamut expansion also. In addition, the inks have an expanded range of available spot colors. Eco-solvent inks also are becoming more flexible and can be stretched around even complex curves, without losing image quality and durability. Traditionally the leading vehicle wrap ink, the eco-solvent ink market continues to grow but at a slower speed as users discover the newest latex and UV inks, which are well suited for vehicle graphics applications.

Since the end of the pandemic, there has been a resurgence in companies’ marketing efforts, and many businesses are seeing a need to refresh their branding. Innovations in vehicle graphics is a great way to do that, putting PSPs in greater demand.

WHAT ABOUT MEDIA AND RIPS?

We are seeing growth in the vehicle graphics media market also. For example, manufacturers are developing materials specially designed for use with eco-solvent inks or latex/resin inks. They also are specializing by vehicle type, such as producing materials specifically designed for wrapping a Tesla vehicle.

How has software changed to help PSPs with their vehicle graphics production needs? The latest RIP software products are incorporating features to make the printing process faster and easier. Many are offering improved sets of color profiles that can be downloaded to simplify processing.

Also, I think we’ll see continuing innovation in inks. Manufacturers are expanding the gamut with additional ink colors that will lead to better, richer output. I also anticipate newer formulations to expand the stretchability and conformity of inks.

We also are starting to enjoy innovations in the overlaminate market. Manufacturers are addressing the demand for newer finishes including luster and pearlescent films.

As the vehicle graphics market matures, competition has increased, and today’s customer has become more sophisticated about vehicle graphics purchases.

STAYING CURRENT

As the vehicle graphics market matures, competition has increased, and today’s customer has become more sophisticated about vehicle graphics purchases. To enter this market or to remain successful, vehicle graphics providers need to consider using up-to-date production equipment, inksets, media, and installation techniques.

Manufacturers are offering more and better online support as well. Roland DGA offers Roland TV and Roland Academy, which offer informative videos, webinars, and tutorials on topics relevant to vehicle graphics producers. Other manufacturers have their own educational outlets to inform customers about the latest innovations and how to produce attention-grabbing graphics.