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INDUSTRY INTERVIEW: DAVID HOLDEN, PPG
David Holden, Business Development Manager, PPG, explains how bodyshops can maintain business profitability and talks us through his views on the CV market.
Q As a fairly new face at PPG, can you give us a brief overview of your CV, David?
A I began my career in 1990 as an Area Sales Executive for a paint distributor and industrial paint manufacturer. Over the 11 years with the company I worked in a couple of developing roles before becoming the Field Sales Manager.
I then moved to AkzoNobel where I worked in the key account team on direct paint sales and then to specification development in the fleet market. In 2004, AkzoNobel developed its accident management product, Nobilas, which incorporated a new initiative, Fleet Identity Solutions, and I was part of a team transferred to this business unit.
When the accident management element of Nobilas was sold at the end of 2007, the fleet identity business was taken into the then Capita owned MVRA business, where I integrated the systems and developed the fleet identity programme further.
Capita sold their interest in MVRA this year and with this came the dissolution of Fleet Identity Solutions. Having considered a number of opportunities, I was delighted to accept this position within PPG.
Q What will your background bring to PPG?
A I feel that my approach to the market has some differences that I hope will enhance our Fleetwatch proposition further. My previous two largest customers have rubber stamped their move to PPG as their corporate image solutions provider.
Q How has the industry changed since you joined?
A The introduction of legislation has had a massive impact on the fabric of the bodyshop industry. Many practises have been outlawed, changed and developed to benefit the workers and the environment. The industry operates more professionally as businesses have had to invest in technology to meet legislation changes and ensure sustained work provision to support the outlay. Consequently, the development of management operation systems, networks and product improvements have led to a number of positive changes.
Q What do you see as the main areas of growth for PPG in the commercial vehicle repair and refinish market over the next six months?
A The Active Web product will provide huge benefits to all involved. The communication of information at hand will help businesses to reduce costs associated with time delays, such as extended hire costs. Repairers will also see benefits in improved data movement which will help them to respond to client requirements more quickly and also improve their customer service levels.
In the fleet imaging market, I truly believe that once we have integrated our joint experiences, we will have a very attractive proposition to the corporate fleet market. Whether we provide our services direct or through our clients' leasing company, we will be able to deliver consistent corporate imaging in a cost effective manner. This will benefit the client and provide additional paint sales for our business.
Q What’s unique about the CV repair and refinish sector?
A The CV market is different from passenger cars in the way repairs are handled and the expectancy demanded from clients in quality. More clients are realising the benefits of the rolling fleet as a moving advertising board for which they have total control. The CV bodyshop market has a responsibility to fully understand the client demands and deliver the results accurately.
To meet these demands, sound knowledge and high skill levels are necessary as well as effective management to control costs at all times, whether in new vehicle imaging or accident repair, so the adoption of systems such as Active Web will help meet this criterion.
Q How can you help CV repairers become more profitable?
A In the development of the business model with Active Web there will be a number of areas where benefits can be realised by clients and networkers together. We want to see clients benefit from cost reductions, but not at the expense of bodyshops. The efficiencies delivered by the total integration of Active Web should provide solutions that represent good business for all.
Q What do you see as the main strengths and weaknesses in the industry?
A I believe that we do have a good mix of bodyshops that provide a mix of skills operating in various areas within the repair and contract painting side of the business. We have the associations with this mix and have a firm platform to assist fleet owners in sourcing the support that best suits their demands.
I also think that the general fleet owner market has little information to enable them to tap into this wealth of assorted skills and its geographical spread to allow them to choose their best options. Marketing on an individual bodyshop basis has proven successful for some, but I tend to believe the industry as a whole could do better.
Q What effect is bodyshop consolidation having on your business?
A This is worrying from the aspect that some skill levels will be lost to the industry and also the option of choice becomes reduced, but it is a fact of the current times whether driven by the economic climate, legislation or process changes in manufacturing sectors for example.
We realise that the industry is changing and we have to adapt accordingly so our vision for the future is to provide the best practise solutions in whatever area of the market that makes that difference for the client and benefits our associates.
Q If you were running a bodyshop, what would you be doing now to safeguard your business’s future?
A Keeping abreast of the changes in the market is paramount and not being afraid to back your judgement with investment prudently at the right time. Technology changes must be investigated, looking at work provision streams and how best to position yourself there and be adaptable to change.
Q How do you see the future of PPG and its commercial vehicle strategy panning out?
A I have been impressed with the business by the level of knowledge throughout the company. There is a supportive atmosphere and a determination to deliver results.
The business plan is understood at all levels and I see the commitment of the staff to delivering the strategy and I expect it to be successful.
As we roll out the new approach, I feel that our bodyshop and fleet owner clients will all benefit to the tune of efficiencies and cost savings. Additionally, successfully delivering this will ensure that businesses will be attracted to our proposition.
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