Q&A with Miguel Martinez, PPG Commercial Coatings Director, U.S., Canada & Mexico, Auto Refinish

Miguel Martinez, PPG commercial coatings director, U.S., Canada and Mexico, Automotive Refinish, shares his vision for innovation in the commercial transport (CT) sector. He emphasizes the need for sustainable solutions, enhanced productivity and a people-centered approach to leadership and discusses PPG’s strategies for meeting customer needs.

CW: How are you driving innovation in commercial coatings?

Martinez: Innovation is essential in commercial coatings to meet today’s CT customer demands and anticipate future needs. One of the most exciting advancements we see is integrating artificial intelligence (AI) in color-matching technology and digital tools. This enables us to develop colors with accuracy and speed that truly support our customers in meeting their high standards for color consistency.

CW: How are these innovations helping your customers with their biggest challenges?

Martinez: The biggest challenge commercial body shops, vehicle manufacturers and fleet operators face is balancing quality with efficiency. We aim to minimize the need for time-consuming adjustments and help customers deliver consistent results on the first try with improved color-matching technology. We’re also working on simplifying digital tools to make them accessible to users of all skill levels. By focusing on intuitive solutions, we enable our CT customers to get the most out of our products, which helps them optimize workflows and meet tight production schedules without sacrificing paint quality.

CW: What PPG solutions are specifically suited for commercial transport applications?

Martinez: CT vehicles face coating challenges due to their massive size, extensive travel and constant exposure to harsh weather. The PPG DELFLEET® Evolution paint system tackles these demands head-on with its advanced formulation. It delivers superior coverage on large surfaces while maintaining exceptional gloss and durability in extreme conditions. Paint shops choose it to boost efficiency and cut cycle times while achieving outstanding results. Recently, we've seen strong adoption among emergency response fleets, including fire trucks, ambulances and rescue vehicles. These customers require coatings that withstand extreme heat, rapid response conditions and continuous wear. The PPG Delfleet Evolution paint system provides the durability and performance needed to meet these rigorous demands.

CW: How is sustainability impacting the commercial coatings sector, and what steps are you taking to lead in this area?

Martinez: The shift toward sustainability continues to reshape our industry and we're embracing this change. We continue to develop low-volatile organic compound (VOC) coatings that meet increasingly stringent environmental standards. Take California, for example. The regulatory landscape there is particularly dynamic, and we're staying ahead of regulations for our customers.

We also work to operate more sustainably. For instance, we have invested in specialized batching equipment that ensures precise formulation while minimizing waste in our manufacturing facilities. This approach supports PPG's sustainability goals and improves our overall operational efficiency.

CW: How do you help customers improve productivity?

Martinez: Our CT customers always want to streamline their operations, so we focus on solutions that reduce unnecessary steps and help them achieve faster turnaround times. For example, by providing more accurate color-matching tools, we help CT customers and commercial body shops to spend less time on prep work and paint mixing.

We also offer a repair estimating platform and paint line studies as part of our overall package of services and technologies to the CT market to help boost efficiency in customer operations.
Finally, productivity is also about training and support. We work closely with shops to ensure they understand how to get the most out of our tools and technologies, making their day-to-day operations smoother and more efficient.

CW: Can you share your approach to leading a team in this evolving industry?

Martinez: My approach to leadership revolves around three pillars: people, processes and systems. I focus on empowering people and providing the tools they need to succeed. We can then ensure consistency and quality in our customer service. Processes and systems, meanwhile, allow us to connect individual contributions to our overall strategy and ensure that our teams are aligned and working efficiently.

Leadership also means fostering a culture of continuous improvement. I emphasize setting clear metrics and being data-driven so that we’re constantly assessing and adjusting our approach. And lastly, inclusivity remains at the heart of our team dynamics. We’re in this together, and unity enables us to tackle challenges and achieve our goals as one team.
 
For more about PPG’s Automotive Refinish solutions, visit here.