Industry News

When It Comes To Nascar, Sherwin-Williams Automotive Finishes Cover The Track

Published on 2008-09-17. Author : SpecialChem

WARRENSVILLE HEIGHTS, Ohio -- If you can't paint 'em - join 'em. Or, in this case, since you already are painting them - you might as well join them. In a special, one-time promotion, Sherwin-Williams Automotive Finishes Corp. (SWAFC) is teaming up with 3M and will Cover the Earth (or in this case, cover the hood, roof, trunk and body panels) of the No. 16 Ford Fusion driven by Greg Biffle of Roush Fenway Racing - at the NASCAR Sprint Cup Series race, Sunday, September 28, at Kansas Speedway.

The highlight of the promotion, "The Race to Kansas City", will be the 3M Ford Fusion driven by Biffle, featuring a one-time new Sherwin-Williams look with special colors and identity. This ties-in with a summer-long promotion by the two companies as a reward for loyal customer purchases.

For 3M, which was named SWAFC Supplier of the Year for 2007, it has been a long and beneficial partnership - and now culminates with co-sponsorship for this race - as it 'loans' out its car to the paint solutions manufacturer.

The promotion and contest is based on certain levels of new and increased 3M product purchases - abrasives, paint preparation systems, appearance products and 223+ masking tape - purchased and distributed through the more than 200 SWAFC branches. Winners will be eligible to receive select premiums and prizes, including racing gear, apparel and leather jackets; with grand prize winners receiving VIP Race weekend packages, including travel and accommodations to the race, suite tickets, pit and paddock passes, as well as attending special driver appearance and autograph sessions.

"This is a one-time venture for us to be on a car - we enjoy painting and being an integral part of the branding and image for our 30-plus drivers too much - but this a fun, special opportunity to work with our 3M partner and reward many of our loyal customers and dedicated sales professionals with this associated products (AP) promotion," said Rob Gray, SWAFC Director of AP and Distribution.

"3M and SWAFC have been longtime suppliers of paints and prep products to many NASCAR vehicles for many years," added Greg Ocampo, SWAFC AP Marketing Manager. "We have enjoyed a great partnership with 3M, and this type of promotion not only brings great visibility with both brands, but frankly, provides a great sales boost for our associated products during the summer months."

"For years, some of the biggest names in racing have trusted their car finishes to Sherwin-Williams - in fact, more than 30 NASCAR teams currently use SWAFC paints, more than any other paint supplier," said Bobby Moody, SWAFC Director of Motorsports. "We want all of our teams to know that we're not getting into the racing business; to us it always is, and will be, about the finish. We aim to continue to help teams cross the finish line and ensure that their cars and their sponsors always look good circling the track as well."

"It's going to be a special time on the track in Kansas City, and I'm excited to be a part of the Sherwin-Williams promotion car for this coming race," added Biffle, who has sported SWAFC coatings on his cars for many years. In fact, he and the 30+ other drivers who now feature SWAFC finishes have more than 250 NASCAR Sprint Cup victories between them and make up a virtual 'who's who' of motorsports' finest finishers.

Source: Sherwin-Williams Automotive Finishes Corp.

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