For General Paint, “Not a single market worldwide is stagnant”

Isaac Corm, Operations Manager of the Lebanese manufacturer, asserts that “not a single market worldwide is stagnant. The company’s two largest european markets, Spain and the United Kingdom, are experiencing growth. Despite variations due to the Russian-Ukrainian conflict, Eastern Europe, particularly Poland, is thriving. North America, notably the United States, has achieved a record-breaking year. The Australian market exhibited positive development in 2023, with plans to fortify positions in 2024.”

While General Paint commands a significant share (95%) of sales in its home market, it is experiencing robust growth in the Gulf countries. “Significant progress was made in the United Arab Emirates in 2023, with Iraq emerging as one of the company’s best markets, and Qatar performing well. General Paint’s pre-eminence in the Middle East naturally extends its presence to manufacturer spare parts, a presence not mirrored in Western markets, specially Europe, due to more restrictive regulations.”

True to one of its old slogans, “an alternative that makes sense”, the manufacturer attracts clients with its compelling quality-to-price ratio in its product and solutions portfolio. The company’s support to partners, primarily large independent distributors, remains steadfast. “Our distributors have grown with us. We can position ourselves in any market segment”, says Isaac Corm.

In the context of the global situation over the past three years, marked by high inflation and reduced ability to purchase new vehicles in many developed markets, the aftermarket, including the paint sector, is presented with new opportunities. The Operations Manager notes: “Tension related to energy supplies, stemming from recent conflicts, have intensified the demand for quick-drying products. With the introduction of our Accelero line in 2021, the doors have swung open faster and wider.”

This argument is gaining traction even in places where neither the climate nor the energy situation necessitates such products. Isaac Corm affirms: “Even in the Middle East, the concept has been well accepted.” This is because optimising productivity and profitability speaks a universal language. General Paint has recently bolstered this area of development with GenLink, a system that integrates the GenMix software with the new Topaz spectrophotometer and the AC100 automatic preparation machine, developed by Santint. “After two years of testing in Lebanon and six months in Spain, we are now ready for an international launch. This ecosystem guides the bodybuilder encouraging the elimination of as many variables as possible, ensuring precision in colourimetry”, emphasizes Isaac Corm.