Safelite Raises Repair Bond Question with Recent Commercial
A recent Safelite television commercial focused on windshield repair
and the company’s new resin, raising questions in the industry about repair
bonds and resin strengths.
The commercial, which ran on television stations across the United States
in early July, depicted a company technician describing the company’s
repair resin to a customer by saying “it bonds stronger, and lasts longer
than other resins.”
Company spokesperson Melina Metzger said the claims made in the commercial
were based on recent testing by an independent laboratory, which the company
has declined to identify.
“An independent and renowned testing laboratory that has conducted automotive
testing for more than 100 years put Safelite’s exclusive windshield repair
resin through rigorous laboratory testing along with resins used by other
vehicle glass companies,” said Metzger. “Using an accelerated weathering
tester, the experts analyzed the performance of 18 of the world’s leading
repair resins and the six most common resins used in the United States.
Safelite AutoGlass’ new windshield repair resin outperformed every other
widely used resin on the market.”
Metzger declined to name the other resins included in the test, and said
the products were tested for adhesion, aging, shrinkage and color stability.
She also declined to comment on the specific methodology used.
In conjunction with the ad campaign, the company also issued a press release
announcing its launch of a new repair resin. Safelite parent company Belron
made a similar announcement in April about its launch of a “newly enhanced
windscreen repair solution.”
Belron social media manager Naz Latif advised AGRR™ magazine at the time
of the Belron launch that in addition to the resin, the company also introduced
“a new primer step, which not only assists in the cleaning and drying
of the damage but also promotes resin flow and adhesion.”
When asked what is different about the new resin from past products, Latif
said it has “improved mechanical properties and has very impressive long-term
The company plans to roll the resin out globally throughout the year,
according to Latif.
Metzger said Safelite has rolled the resin out gradually within the United
States and it is now being used nationwide.
Safelite also has developed a brochure for insurance agents touting the
benefits of windshield repair and its exclusive resin.
The brochure, titled “Windshield repair just became an even clearer choice,”
describes the company’s repairs as “the world’s strongest and longest-lasting
windshield repair solution,” and promotes the repair of “most chips and
cracks up to six inches.”
Metzger said the brochure originally was developed in the spring, and
is being distributed tby company’s accounts managers across the United
While some industry representatives have expressed concern with the claims
made in the recent commercial, Delta Kits Inc. president Brent Deines,
whose company manufactures a popular windshield repair system and resin,
suggests the ad may have value for the industry at large.
“For all we know the resins shown in the ad are the products we have all
seen turn yellow in the auto parts stores before they ever make it off
the shelf,” says Deines. “There are some very poor quality resin products
on the market and the companies selling them are the ones who should be
ashamed. Safelite is simply pointing that out and putting a little spin
All in all I have to say it is a very creative bit of advertising.”
Officials from windshield repair pioneer Novus Glass had not yet responded
to requests for comment at press time.
Glass Technology Helps with Japan Recovery Effort
Durango, Colo.-based Glass Technology and Lavenir Ltd., a Japan-based
distributor of Glass Technology’s products, both are working to participate
in the recovery effort in Japan, according to statement from Glass Technology.
Lavenir president Yoshi Fukunaga began working within days of the March
11 disaster to help not only his customers in the auto glass business
but also families of those affected by the disaster, and Glass Technology
has donated $1,000 to Lavenir and the Red Cross to assist with the recovery
Surface Dynamix Expands
Surface Dynamix has appointed John DeMartini as its first director of
DeMartini is a graduate of Immaculata University and specializes in business
writing and public relations.
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