A recent marketing study estimated that North American plastic coatings sales for exterior automotive components exceeded $364M per annum, with a 4% annual growth rate. Of this $364M in sales, less than 19% was radiation-curable coatings, and that 19% consisted almost exclusively of rigid UV coatings for the forward lighting market. These numbers show that a substantial opportunity exists for a flexible BC/CC system, provided that the product displays enticing benefits to either the OEMs or the finishers that supply them.

In spite of all the advances with thermal-cure coatings for plastic over the years, there remain numerous inherent limitations with these types of coatings that exclude them from meeting the ever-increasing simplified processing, environmental and coating property demands called for by the automotive industry. The industry is seeking to simplify finishing-line processing by reducing the long thermal cure cycle time, lowering bake temperatures and making smaller line footprints. Further, the industry is looking for coatings that will bring it into compliance with the new environmental standards and help its image as a provider of "Green" products. Finally, the ever-present drive for higher-quality products has the industry looking for decorative coatings that provide customers with superior aesthetic value that lasts the lifetime of the vehicle.