Line-X’s bedliner found in unusual places
Line-X’s tagline says “spray-on truck bedliners” but franchisees are finding creative ways to stoke sales of the coating outside the franchise’s truck-bed niche.
“With truck sales down, you can’t focus on (work from) dealerships so we’re being aggressive with marketing for other applications,” says Molly Koehnke, who runs Line-X franchises in Brandon, Fla., and Yorktown, Va., with husband Kevin.
To date, the Koehnkes have sprayed the Line-X coating in some out-of-the-ordinary places, including the decks of two nuclear submarines, ladders for Air Force airplanes and floating docks for boats. Their Virginia franchise was also selected to help spray the Line-X polymer coating on walls of the Pentagon.
The U.S. Department of Defense selected the Line-X coating for the renovation of the Pentagon after 9/11 in the event of another terrorist attack, explains Scott Jewell, Line-X CEO. “Our coating has passed the ballistics standards for the federal government,” he adds. To date, Line-X has applied its coating to more than 200,000 square feet of the building surface.
Other items that franchisees have sprayed with the Line-X coating include:
- Armored plates used in ballistic vests worn by more than 50,000 soldiers in Iraq and Afghanistan
- Armor plating around the machine gun mounts used on Hummers and light-armored vehicles
- Parameter wall around the Washington Naval Yard near Washington, D.C.
- Animal cages in the San Diego Zoo
- Bottoms of teacups on the teacup rides at Disneyland
- Gymnasium floors and walls
- Toes of steel-toed work boots