The blatant misuse of the term “Ceramic”

David Fermani said:
When I think of the word “ceramic” I equate it to hard or something that hardens. That’s basically what a ceramic coating does/is....it gets applied to the surface as a liquid and turns into a solid. Nothing solid about these products, yet they’re misleading people into thinking their product does it. I must of missed the day my professor went over the topic of tricking people as being a key element to marketing? Lol.
Click to expand...

Completely agree, however to me, marketing is literally about tricking people into thinking they want/need something. The best products don`t need clever marketing when they simply work well.
 
David Fermani said:
When I think of the word “ceramic” I equate it to hard or something that hardens. That’s basically what a ceramic coating does/is....it gets applied to the surface as a liquid and turns into a solid. Nothing solid about these products, yet they’re misleading people into thinking their product does it. I must of missed the day my professor went over the topic of tricking people as being a key element to marketing? Lol.
Click to expand...

But that’s what you think. If your an average joe who’s waxed a car once or twice in your life and saw this New TW Hybrid Solutions (Hybrid great marketing) on the shelf of Autozone on a sunny day and used it over your 3 year old Meguiars wax this is the next great thing since sliced bread. Hype is what sells. Getting a ceramic product at a fraction of the cost works because most don’t know the difference. Is TW supposed to teach them that? No their trying to sell their products.

Unfortunately not everyone puts the thought you put in it. If it’s “new and improved” “pro grade” “fat free”

Look at most retail. Everything we buy is always on sale. Sales were created to get rid of old stock or products did not sell well.

The average buyer is conditioned to see sale and buy...

This was interesting when JC pennies got a new CEO he went away from coupons, 24 hour sales and rebates he had priced everything low. Taking away all the gimmicks and just giving everyone a great price.

Went horrible people were conditioned to buy it on sale. Same with this. How many people bought the New Formula Seal nShine when it came out even though they had the old one they were happy with on the shelf? Not knocking it i’ve read it was better but what actual change did they make?

Didn’t matter a product they liked is new and improved.

Just the Marketing world today.

If anything it might help your industry. Using me as a case study......I got my Mustang and it just didn’t look right. I talk to some car guys and they talked about ceramic coatings. Didn’t really explain what it was.

I went to to Amazon, found Hydrosilex. To me next best thing since sliced bread. But here is where I got the taste and started doing more research.

Seeing at best this being 5-10 percent sio2 and seeing a true coating was up to 75%

I was then willing to spend 600-800 to have my car ceramic coated and more if it was presented right.

It brought your industry a customer. Problem is most consumers on an Autopian level know same or more than a good number of the “pro’s” out their. The couldn’t educate my why a pro coating was better than a prosumer.

It then got me to spend my industry dollars on top dollar consumer products..... because of Hydrosilex (which i still like in the ceramic sealant range)

I’ve spent more in last three years than 20 times the amount in my previous 41 on this earth.

This Hyped Ceramic coating got me deeper into this rabbit hole. If not for inferior detailers i probably be a ceramic coating customer instead of an Autogeek one.

To be fair I don’t think that Washington is a great state for detailers. Not enough business for alot of great detailers.

Here’s a link into Penny’s fiasco....

https://www.google.com/amp/s/www.pr...j-c-penney-s-new-pricing-strategy?hs_amp=true




Sent from my iPhone using Tapatalk ik
 
Dave it’s fine.... so far I haven’t been sued yet selling Dark Matter Coatings

Marketing Strategy: Gravitational Shield of dark matter is better scratch resistance
 
RZJZA80 said:
Completely agree, however to me, marketing is literally about tricking people into thinking they want/need something. The best products don`t need clever marketing when they simply work well.
Click to expand...

You reminded me of the “wax” they would apply to a hood and light it on fire. What was the name?
 
John U said:
You reminded me of the “wax” they would apply to a hood and light it on fire. What was the name?
Click to expand...

AURI was one of them. There were so many.
The little Brit would yell “Look Mike, it’s bulletproof!!!”


Sent from my iPhone using Tapatalk
 
Coatings=crack said:
Ceramic I don’t mind so much as the product has some amount in it. Coating.... well I guess technically if it goes over top it’s a coating.
Click to expand...
Pretty much where I’m at. If it has SiO2 that occurs in any form during use, this is how I’ve conditioned my mind to accept “ceramic” being in the name. Even if it’s 0.5%, this isn’t much different of a concept than any other industry (“gold” jewelers is a good comparison, even when it’s only lightly gold plated... it’s still gold in some form).
 
This topic is too funny. I was at Home Depot this week and almost knocked down this display in the “car care isle”(when the heck did they get one of those?). Again, another company trying their hand at deceiving people people with their marketing.
75f2e6774962ff24a521aa6edc467757.jpg

d964404ae3efe95edcbd8bd667c97cc0.jpg
 
That before and after. Great results. No buffing!

I had noticed the car stuff at Home Depot about a year ago. I did a double take, and back tracked to stop and look. I was surprised

Sent from my SM-N960U using Tapatalk
 
David Fermani said:
What is everyone’s opinion on how the term “ceramic” is being whored out by sectors of the car care industry such as car washes as well as the consumer grade detailing product companies? Seems like every time you look another company is labeling their detail spray, wash soap, wax or sealant as “ceramic”. I really think at the end of the day it’s further diluting the strength & quality of real ceramic coatings offered by the ones who pioneered the concept.....professional detailers. Do you realize that tunnel car washes are beginning to offer a “ceramic” sealant for a measly $5 add-on and buying it by drum? The operators of these places actually think they’re applying a real ceramic coating to a car while it goes down the conveyor. This will only lead to the notion of no one ever needing an expensive detailer applied ceramic when they can get the similar thing through their local tunnel wash for an extra $5 or even coat their own car 50 times with their big box brand $15 spray “ceramic”. It’s troublesome to continually watch the professional coating market take a hit like this.
Click to expand...

Great observation.

You can only imagine how Mobil1 felt a few years back when the courts ruled that it was okay for other companies to call products "synthetic" that weren`t engineered to the same standards. Now, it seems like nearly every quart on the wall is either a "synthetic" or a "synthetic blend" engine oil.
 
Coatings=crack said:
Except Gyeon CanCoat 100% agree


Sent from my iPhone using Tapatalk
Click to expand...

That`s for sure. CanCoat will harden into a solid very quickly. If you don`t flush the spray heads when you`re done, they are toast. Same goes for buffing/application towels. They will harden quickly if not dunked in water in my experience. I`ve lost a few towels which turned into sandpaper.
 
You must log in or register to reply here.
Back
Top