Most manufacturers encourage their dealers to upsell customers from an entry-level dyed or hybrid tint to a high-end ceramic film. And why not? It’s an effective way to increase a dealer’s average ticket price and overall profitability.
3M Company is no exception to this industry best practice. 3M’s entry-level dyed film is called Obsidian Series. Obsidian is metal-free and unlike any other dyed film. 3M uses its patented “Infuse Technology” to embed a series of dyes into the polyester film. For the consumer, that means richer color, increased performance, and greater color stability. Obsidian is backed by a national 3M lifetime warranty and is perfect for the consumer who seeks performance at a budget-friendly price. The average price range of a 3M Obsidian installation for a four-door sedan is $300-$350.
Of course, not every consumer is seeking entry-level performance and not every consumer must adhere to a budget. Those consumers do their online research and inevitably learn about ceramic films. That’s because so many film manufacturers offer a ceramic tint and market them effectively. Furthermore, an end-user often recalls how expensive cookware is marketed as “ceramic”. Simply put, it’s a term that suggests temperature resistance and is therefore most appropriate when manufacturing, marketing, and selling an automotive window film. Enter 3M’s Ceramic IR Series.
3M Ceramic IR Automotive Window Film is the ultimate in performance and style. It is made of nano-ceramic particles added to polyester film to provide a great factory color match to a vehicle’s rear tinted windows. Its nano-ceramic construction allows for up to 95% infrared heat rejection (900-1,000nm), helping to keep a car’s interior cool. Backed by a national 3M lifetime warranty, Ceramic IR is for the consumer that wants the ultimate balance between looks and heat rejection. The average price range of a 3M Ceramic IR installation for a four-door sedan is $700-$750.
While consumers believe they’re willing to pay a premium for ceramic tint, are they willing to pay $400 more? Some may be willing; but not all. For those who aren’t, 3M offers a solution. And that is to offer a ceramic film that isn’t as expensive as its Ceramic IR Series.
In 2024, 3M reengineered its tried and true Color Stable Series by turning it into a ceramic film and renaming it Color Stable IR Series. Whereas Ceramic IR Series blocks up to 95% of infrared (900-1,000nm), Color Stable IR Series block up to 40%. As such, it is a Tier B ceramic film that costs less than Ceramic IR, which is a Tier A film. The average price range of a 3M Color Stable IR installation for a four-door sedan is $500-$550. A $200 increase from Obsidian to Color Stable IR may be more palatable for those consumers unwilling to jump $400 to Ceramic IR. And when all is said and done, the consumer is still purchasing a ceramic film which is what their online research told them they needed.
Dealers wanting to capitalize on a consumer’s desire for ceramic tint, while recognizing that different consumers have different budgets, will appreciate 3M’s two-tier ceramic automotive window film offerings. 3M Color Stable IR appeals to the budget-minded consumer insisting on ceramic technology while Ceramic IR is for the consumer who wants the very best 3M ceramic film with 95% IR rejection.
To begin offering your customers two ceramic options manufactured by a well-known consumer and automotive brand, consider applying to become a 3M automotive film dealer.
If you’re already a 3M automotive film dealer, you can order 3M Color Stable IR and Ceramic IR one of four ways:
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Energy Products Distribution is a Master Distributor of 3M Window Films, 3M Paint Protection Films, 3M Wrap Film Series 2080, 3M Protection Wrap Films, 3M Architectural Finishes, 3M Ceramic Coatings, and Windshield Skin. We sell our products to professional installers throughout the US who provide turnkey installations (labor and material) to end-users in the automotive, commercial, government, and residential markets. Contact us to learn more about the benefits of these products.
