Case Study: PPG

PPG branding for EV coatings

Establishing a leading brand position in global EV markets

PPG – a $20B global leader in automotive paints and coatings

PPG partnered with CMB to strengthen its position in the fast growing EV battery coatings market – a highly competitive, technically complex, and rapidly evolving segment of the automotive industry.

The Challenge

PPG had developed a full range of next-generation EV battery coatings, designed to meet the critical safety, thermal management, and durability demands of electrified vehicles. But despite the product innovation, there was no clear go-to-market strategy in place.

The offer was complex, buried in technical jargon, and lacked the brand clarity or strategic positioning needed to differentiate it from a growing field of competitors. Without targeted messaging or meaningful promotion, key potential customers – OEMs, battery manufacturers, and Tier 1 suppliers, were unaware of the coatings’ existence or value. We identified a significant sales and communications gap and partnered with PPG to build a robust go-to-market plan from the ground up.

Strategic Insight: Positioning PPG as a True Technology Partner

Early in our diagnostic phase, we identified a key challenge: PPG’s EV battery coatings were being promoted in silos, with each product marketed independently. This fragmented approach overlooked the fact that the technologies were designed to work together, delivering superior performance, safety, and efficiency as a complete system.

We repositioned the coatings portfolio as an integrated, end-to-end solution. This bundling strategy became the cornerstone of a new go-to-market approach, enabling PPG to present a stronger, unified commercial narrative to OEMs and Tier 1s. It also created new opportunities for cross-selling and upselling across key EV components.

Just as importantly, we shifted the focus from “products” to “partnership” – championing a consultative, expert-led model where PPG’s technical teams could support OEMs during early-stage R&D. This repositioned PPG from commodity supplier to strategic innovation partner.

In a rapidly evolving battery and thermal management space, this strategic shift aligned PPG with customer innovation cycles, improved sales effectiveness, and unlocked greater long-term value. It reinforced PPG’s role as a trusted technical leader and enabler of next-generation EV mobility.

PPG Battery Pack Product Video

Strategic Highlights:

  • Insight-Driven Positioning
    We identified a clear opportunity to promote PPG’s technical leadership and deep materials science expertise to OEMs, battery manufacturers, and Tier 1s. Through a clear, insight-led positioning strategy, we articulated not just product benefits, but the strategic value PPG brings to EV innovation and battery performance.
  • Bundled Offer Development
    Our diagnosis also revealed opportunities for cross-selling and upselling adjacent technologies. We worked with PPG to create bundled propositions that packaged coatings expertise across the battery pack, cell, and cooling systems – expanding the commercial narrative and increasing average deal value.
  • Multi-Touchpoint Campaign Execution
    We developed and rolled out a full spectrum global campaign, including digital, print, video, and event based assets – all unified under a singular, ownable messaging platform. Content was created to engage technical and commercial audiences alike, clearly communicating differentiation and value.
  • Event-Led Growth Strategy
    We crafted a strategic campaign centred around two flagship global events: The Battery Show Europe (Germany) and The Battery Show North America. These became anchor points for wider campaigns, supported by smaller, regional activations and OEM-partnered technical events with major automotive players including Mercedes, Stellantis, and Toyota.
  • Media Partnerships & Industry PR
    CMB facilitated introductions and placements with respected industry media to showcase PPG’s product innovations and applications. Coverage across top tier automotive and energy platforms elevated brand credibility and drove targeted awareness across North America, Europe, and Asia.
PPG Go-to-market strategy
PPG EV coatings marketing
PPG brochures and creative design
Battery Show Europe, PPG trade booth

“By developing a comprehensive marketing strategy and by defining a clear, dynamic brand positioning, CMB have added significant value to the marketing of our automotive EV coatings business and helped to accelerate PPG as a leading player in this space"

Brian Wheeler  |  Senior Marketing and Communications Leader, PPG

Impact and Outcomes

  • Significant uplift in brand awareness within the EV battery coatings market globally
  • Stronger positioning as a category leader, ahead of key rivals
  • Improved sales enablement through aligned messaging and bundled offers
  • Increase in inbound enquiries and qualified leads tied directly to campaign visibility
  • Credibility gains through high-impact event presence and strategic PR

By aligning PPG’s marketing with business strategy and market opportunity, CMB helped position the company as a dominant and credible force in a high-growth category, driving awareness, customer engagement, and sales momentum at a pivotal time in the global EV transition.

PPG marketing strategy for EV battery packs

Ready to see what we can do for your brand?

Contact us on:

US: 001 248-817-8848
UK: +44 (0) 1604 264 663