The Dutch company Fleetshield is a global leader in protective applications (special foils) for railway vehicles. And its CEO, Jeroen van Son, is rightfully proud of how far the company has come in the twenty-three years since its inception.
Fleetshield has been in business for over twenty years, how was the company formed and what are you particularly proud of?
Fleetshield started its operations in October 2001 just after the terrible 9/11 attacks in New York. Earlier that year, I was approached by someone I had known for many years. He was asking if I would be interested in building and running a company that would deal with public transport and specifically the protection of bodywork. I decided to go for it. Eighteen months later we had our first two large projects for the city of The Hague (trams) and Amsterdam (metro), which proved the concept was viable. We pride ourselves on being a one-of-a-kind supplier that not only understands the needs and requirements of public transport but also offers many different services to help accommodate them. So our customers can simply choose between a standalone consulting service or a 100% risk-free turnkey project where we do surface inspection, surface preparation, cleaning, wrapping (film installation), and offer a full warranty.
What are the main pillars of public transport and who are your clients?
Throughout the years we worked on different services and applications within the public transport sector. We have worked on rail applications and bus systems as well as stations and buildings. We ultimately decided to specialize in the rail market. The reason for doing so is that rail applications require highly specialized knowledge about rail operators, their logistical systems, different types of operations, the refurbishment process, cleaning requirements, fire and smoke standards, and obviously the wide variety in rail equipment. We also realized that the operators and authorities are working in a politically sensitive market that requires a high level of understanding, a careful approach, and patience. At this moment, we serve a multitude of clients ranging from operators and authorities all the way to manufacturers of rolling stock equipment. To name a few: NS (Dutch rail), NMBS (Belgian rail), GVB (Amsterdam metro), RET (Rotterdam metro), HTM (The Hague tram), DG Move (European Union), Škoda, Siemens, Alstom, CAF, Stadler Rail services, and Eurostar.
I assume that as the company evolved, so did the production technology – is there still room for improvement?
We never stop evolving, meaning there is always room for improvement. Either at our end or together with our customers in the way we approach processes. One of our recent interesting developments is the use of film which fully integrates corporate logos into the complete “wrap”. This leads to a 99% reduction in the risk of damage to logos, which are often applied on trains separately and are usually the first to get damaged during graffiti removal. Secondly, we work with a special printing technology that allows us to print branding and logos in such a way that they can be fully shielded by the overlaminate that protects against graffiti but also against discoloration and degradation.
The company is a certified 3M applicator. How difficult is it to get the certificate and what does the certification mean for the company and, consequently, for the clients?
3M is very strict in selecting its partners and offering the full and extensive warranty that customers appreciate so much. In this case, we are not just a certified applicator but a 3M Authorised Rail Partner. It means that our team not only has to be certified but is also required to work according to specific procedures. These procedures are in fact an extension of the very professional approach and record-keeping, and guarantee the full traceability of batch numbers throughout the project and even the placement on a specific carriage. Last but not least, it is a certification of a proven track record of hundreds if not thousands of “wrapped” carriages.
How much competition is there in your industry in the European market?
Like in any market, there is obviously competition. However, when I look at the European market, there are just a handful of companies that I would consider adequate competitors in the rail market. In fact, some EU countries have one or two professional suppliers whereas others have none. Every country certainly has a multitude of sign-making companies; however, they lack the know-how, persistence, drive, and understanding of the real needs. If you want to participate in a tender and the tender document is a 265-page book that describes many technical knockout requirements, legal obligations, and very specific procurement terms and financial conditions, you can imagine that the average sign-making company is very hesitant to participate in a procedure with so many requirements, constraints, and liabilities.
Have there been any changes in the structure on the demand side during the company’s existence?
We have seen a number of changes in the industry. You should know that in the beginning, the operators were really struggling with graffiti. Over time, we discovered that our concept actually helped decrease the damage caused by graffiti and improved the ability to maintain and sustain rolling stock. In fact, the sustainability and the positive appearance of branding became the number one priority. Our services have fully evolved to accommodate that objective. Today, the OEM industry has also embraced the advantages of using our film. It not only offers them a competitive edge in public tenders but also provides great flexibility in applying the corporate image (branding/livery) of their customers. At the same time, the managers who are responsible for optimizing the production process can make interesting combinations of bodywork conservation and film by even reducing the number of paint layers. Fleetshield can assist in making the proper trade-offs that will improve either cost, time, or weight savings.
Fleetshield is part of the Multifoil holding. Can you please briefly mention in which sectors and where the company operates?
Like myself, Multifoil is a shareholder in the company. However, the companies act as a group and support or complement each other where appropriate or required. Multifoil operates in many different industries offering high-tech tape solutions for mechanical construction, safety, and protection. The company holds several patents for its innovative products.
CV BOX
Jeroen van Son (born in 1963, in Utrecht, The Netherlands) is the CEO of Fleetshield in The Netherlands.
He previously worked for companies such as 3M, Danielson, and Ray Technology Group. These companies serviced three completely different markets (sign graphics, man-machine interfaces, and various applications of industrial tapes). Jeroen held various positions in business development and marketing and serviced markets in Europe, Southeast Asia, North and South America.
He also serves as an active major in The Royal Netherlands Army specializing in civil-military interaction in the fields of economics and information influences in order to help protect our European values and freedom.
He holds a degree in Business Administration and is an active member of different public transport networks and committees.
He is married and has three children.
