Why Goodcarway Refuses to Join Extreme Price Wars

At CEO PPF, we have spent years working closely with installers, distributors, and automotive professionals across different markets. This firsthand experience gives us a clear view of how the paint protection film industry has evolved — and where serious problems are beginning to appear. In recent years, the PPF market has seen an aggressive shift toward ultra-low pricing. New brands emerge almost overnight, offering films at prices far below industry norms. On the surface, these products appear attractive, especially to price-sensitive markets. However, behind the low numbers lies a growing pattern of instability, short-term thinking, and compromised material quality.

As pricing pressure increases, many brands quietly reduce material standards: thinner TPU layers, unstable coatings, recycled polymers, or aggressive adhesives that fail over time. These shortcuts may not be immediately visible during installation, but they reveal themselves months later through yellowing, surface hazing, loss of gloss, edge lifting, or adhesive residue. These issues typically surface as PPF yellowing, surface haze, loss of gloss, or edge lifting — problems frequently reported by installers after short-term use. This is not an issue isolated to a few bad products. It has become a structural problem affecting the entire industry — from installers dealing with customer complaints, to distributors facing warranty disputes, to car owners paying twice for protection that should have lasted years.

The price war environment also affects the perception of PPF as a whole. When low-quality films fail prematurely, end users often blame the entire category of automotive PPF, not just the product itself. This damages trust for installers, distributors, and brands offering legitimate TPU PPF solutions.

From CEO PPF’s perspective, this industry does not need cheaper films. It needs more honest positioning, clearer quality standards, and products designed for real-world use rather than marketing screenshots.

CEO PPF was not built on chasing the lowest possible price. From the beginning, our brand philosophy has been centered on balance — balancing cost with durability, performance with installability, and market demand with long-term reliability. At CEO PPF, refusing to participate in extreme price wars is not a marketing tactic — it is a long-term decision based on how we define responsibility in the paint protection film (PPF) industry. We believe paint protection film should protect not only the vehicle’s paint, but also the reputation and livelihood of the professionals installing it.

As a TPU PPF manufacturer, we understand that automotive paint protection film is designed for years of real-world exposure, including heat, road debris, washing chemicals, and daily driving conditions. Whether customers are searching for clear PPF, self-healing PPF, high gloss PPF, or car paint protection film rolls, durability remains the most critical factor.

CEO PPF chooses not to compete in this category of ultra-cheap car PPF. Our focus remains on stable PPF performance, consistent installation behavior, and predictable long-term results for detailing shops, dealers, and OEM programs. We believe professional installers searching for reliable paint protection film suppliers value consistency more than temporary cost savings.

For CEO PPF, sustainable pricing means maintaining material standards while supporting partners with OEM PPF supply, bulk rolls, and long-term cooperation. We believe the future of the paint protection film market belongs to brands that prioritize stability over short-term pricing tactics.