Shingle warranties: More marketing bullshit
Bill Collins, president & CEO of GAF Materials Corp., Wayne, NJ., presented a business forecast for 2004-including asphalt price and availability-and a variety of suggestions on surviving in this difficult business climate. Roofing Siding Insulation magazine (RSI) did interview with Collins and one good question as well as a very interesting answer appear below:
RSI: Shingle warranties seem to be getting longer and longer. Is this a sign that the products have been upgraded or is it more of a marketing strategy?
BILL COLLINS: Last year, the entire industry was forced to follow a certain manufacturer's shortsighted laminate shingle warranty upgrade from 25 to 30 years. For most manufacturers, it was strictly a marketing decision. GAFMC was the last to acquiesce and actually did increase longevity by going to heavier fiber glass mats and increased overall shingle weight. However, the result has not been good for the industry, as the overall profitability has deteriorated for contractors, distributors, and manufacturers-with the laminate mix only recently starting to return to previous levels.
RSI: Shingle warranties seem to be getting longer and longer. Is this a sign that the products have been upgraded or is it more of a marketing strategy?
BILL COLLINS: Last year, the entire industry was forced to follow a certain manufacturer's shortsighted laminate shingle warranty upgrade from 25 to 30 years. For most manufacturers, it was strictly a marketing decision. GAFMC was the last to acquiesce and actually did increase longevity by going to heavier fiber glass mats and increased overall shingle weight. However, the result has not been good for the industry, as the overall profitability has deteriorated for contractors, distributors, and manufacturers-with the laminate mix only recently starting to return to previous levels.
