Insights from Sherwin-Williams Commercial Vehicle Refinishing Survey

The commercial vehicle refinishing industry has undergone significant changes over the years, shaped by evolving market dynamics and customer expectations. Sherwin-Williams, a leader in the automotive finishes sector, recently shared insights from its comprehensive survey on commercial vehicle refinishing, providing a decade-long perspective on industry trends. These findings are crucial for understanding how fleet and shop operations are adapting to new challenges.

Conducted between January 28 and March 12, 2025, the survey included responses from nearly 150 decision-makers in the industry. Participants were primarily associated with Fleet Equipment and BodyShop Business, both reputable sources in the automotive sector. The survey results boast an estimated 8% margin of error at a 95% confidence level, offering a reliable snapshot of current industry challenges and priorities.

Dan Szczepanik, the global market segment director for Sherwin-Williams Automotive Finishes, emphasized the importance of the survey's longevity. “Having conducted this survey for over ten years allows us to track trends and adapt to our customers' evolving needs,” he remarked. “Understanding what works and what doesn't is essential for our ongoing development.”

who’s painting and what they’re painting

The survey revealed that approximately 70% of respondents paint between one and four vehicles per month, while another sizable segment handles between five and 24. At the high end of the spectrum, some operations are refinishing 100 or more vehicles each month, indicating a robust demand for commercial paint services.

The types of vehicles being painted are primarily Class 3-8 trucks, with a fairly even distribution across these categories. However, there's a noted decline in the number of Class 7-8 units being serviced compared to previous years. The lower volume of recreational vehicles (RVs), agricultural equipment, and other specialized vehicles can often be attributed to the size of facilities and specific booth requirements.

durability and productivity take the lead

When asked to identify the most significant attribute of their current fleet paint supplier, respondents overwhelmingly ranked durability as their top priority. “Durability is crucial; customers want to ensure that colors remain consistent and that they won’t have to repaint their trucks for another eight to ten years,” Szczepanik explained. Premium offerings from Sherwin-Williams, like the Genesis system, are designed to provide long-lasting gloss and color retention, ensuring that trucks remain on the road rather than in the shop.

In addition to durability, productivity emerged as a key factor. Quick turnaround times are essential for keeping vehicles operational. Systems that enhance drying times, streamline application processes, and minimize rework can significantly lower overall job costs, even if the initial cost of paint is higher. This efficiency can translate to enhanced profitability for fleet operators.

shifting expectations for suppliers

As the industry evolves, so do the expectations of fleets and shops regarding their suppliers. Nowadays, they seek full-service providers that offer a comprehensive package of benefits, including:

• Color matching capabilities
• Availability of products
• Ease of application
• Exceptional customer service

Szczepanik noted that the importance of these aspects has grown, with customers unwilling to compromise on any single element. “They expect a well-rounded service that addresses all their needs,” he indicated.

price pressure and total job cost

Price remains a pressing concern, with many respondents indicating they desire improvements in this area. This year's survey highlighted a notable increase in the emphasis on cost. While acknowledging these concerns, Szczepanik pointed out that paint constitutes only 5% to 10% of a refinishing job. Therefore, focusing on efficiency gains—such as reducing labor costs, minimizing accessories, and lowering energy consumption—can lead to more significant savings than merely cutting product prices.

workforce challenges remain

Workforce availability and skill level continue to be significant challenges within the industry. “It's uncommon to find a painter who has dedicated their entire career to this craft,” Szczepanik remarked. “Often, a painter may have transitioned from a completely different role, such as mechanic or general labor.”

In response to these workforce challenges, Sherwin-Williams is committed to developing user-friendly systems that facilitate the painting process. These systems feature straightforward mixing ratios, wide application ranges, and easy color retrieval options. Additionally, training is prioritized; formal programs at company training centers are complemented by on-site visits from technical representatives who conduct audits and provide recommendations for process improvements.

“Our technical representatives are among the best in the industry,” Szczepanik affirmed. “They engage directly with shops, perform audits, and offer on-the-spot training to enhance operational efficiency.”

a full-service commitment

The survey results confirm that fleets and shops are increasingly seeking suppliers capable of delivering durable products, enhanced productivity, strong customer support, and cost efficiency without compromising quality. Sherwin-Williams’ integrated approach—from manufacturing to direct or distributor sales and in-shop support—is strategically designed to meet these demands.

“We have a deep commitment to our customers’ success,” Szczepanik concluded. “If our customers thrive, we thrive.”

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