Headquartered in Charlotte, N.C., LINE-X is North America’s leader of spray-on protective coatings and vehicle up-fit services. For over 30 years, LINE-X signature spray-on bedliners and accessories have provided customers with enhanced surface coatings and professional installation services for their trucks, Jeeps, vans, and SUVs.

At LINE-X, Matt Labuda oversees marketing initiatives across the US and Canada along with the National Accounts department focused on servicing fleet upfit work across LINE-X’s network of upfit locations.

Franchise Chatter (FC): Tell me about your experience as the Vice President of Marketing at LINE-X. What has the journey been like thus far and what are you most proud of?

Matt Labuda (ML): Marketing at LINE-X has been a highlight of my career – this is a brand that’s known in the automotive world and has built a reputation for quality through our network of franchisees. I’ve enjoyed learning from and innovating alongside our franchise owners.

We’ve been able to scale and maintain such a strong, consistent brand presence with pickup truck owners, and over the last few years we’ve really turned our attention from our signature spray-on bedliners toward a wider array of vehicle types and services.

I’m proud of the work that LINE-X has done to overhaul the digital footprint for the brand, including LINEX.com and each of our local shop web presences. We worked with franchisees to do this, and it’s resulted in significant growth in leads for our active stores. That’s the most important thing we can do – drive helpful connections between customers and our locations.

2024 was also LINE-X’s best year ever for LINE-X Fleet Solutions, a department focused on connecting commercial vehicle fleets with our locations for upfit services. Most of this work isn’t even bedliner-related and showcases the wide spectrum of what our network can perform.

Looking ahead, our Marketing team is excited to demonstrate all the great services that our LINE-X locations perform.

FC: What can you say about the current state of today’s automotive industry and where does LINE-X fit into today’s trends? What is unique about LINE-X that separates the brand from others in the space?

ML: The current state of the automotive upfitting industry is one of rapid innovation and adaptation.

Overlanding and off-roading trends have been growing steadily, especially within the truck aftermarket space. Consumers are increasingly looking for accessories capable of handling off-road adventures, such as suspension upgrades, tires, roof racks, rooftop tents, winches, lighting, and more.

LINE-X does a whole lot more than our signature bedliners – we seamlessly fit into these trends by offering upfit solutions that cater to a variety of needs, from personal vehicles to commercial fleets. Many of these come with a lifetime warranty on both the part and installation that can be redeemed at any LINE-X location across the US and Canada.

LINE-X was founded in 1993 and built a following of dedicated customers. These 30+ years of experience are paving the way for growth to our new vision of complete vehicle solutions.

FC: What are some of the specific benefits that consumers often mention after using LINE-X on their vehicles or equipment?

ML: Consumers appreciate the fact that they can expect the same quality service no matter where they are in the US or Canada, ensuring their upgrades are installed and protected at a high standard; they appreciate that they’re getting the best.

Specifically, we receive comments regularly from our customers about the quality and durability of the spray bedliner product, usually many years after the service was initially done.

Many are also surprised by the breadth of services we offer. For example, LINE-X has its own line of accessories spanning tonneau covers, hitches, truck caps/toppers, and even portable coolers. They love the array of quality products and services we provide under one roof to upgrade your dream vehicle or get a truck or van work-ready.

FC: What products or services are you most excited for and focusing on this year?

ML: This year, we are focusing on the whole automotive upfitting and accessorization process to meet the needs of our customers. Trends are constantly changing in this space, and we have new accessories that we plan to bring to market by the summer.

We’re also rolling out an online estimator tool on our website so that customers can easily build and price these products 24/7. This is available at some of our shops already.

We’re really putting an emphasis on our products that can upgrade any vehicle. We have our offerings of premium products including bedliners and bed covers, but are also selling more products such as step bars, towing and hitches products, and toppers to provide versatility to our customers’ vehicles. From top-selling accessory brands to our proprietary LINE-X products, our locations deliver a diverse range of vehicle accessories and installation services right onsite.

FC: Tell me all about your franchising opportunities. Who are the ideal candidates? How do you equip and train them?

ML: The ideal candidates are passionate individuals who are eager to be a part of a thriving industry with significant growth potential. We’re seeking candidates who have an interest in the automotive space, a commitment to exceptional customer service and the drive to build and grow their own business.

We understand that franchising is a big step to take. At LINE-X, we focus on equipping our franchisees with built-in support: branding, technology, marketing, and operational coaching designed for growth. We’re here to give you a playbook to succeed and products that you’re proud to offer. From an initial two week-long training program to ongoing support, we provide the tools for our franchisees to hit the ground running. With multiple revenue streams, strong brand recognition, and support and training, the LINE-X franchise opportunity is something we’re proud to represent.

FC: If someone is interested in franchising with LINE-X, where can they go for more information?

ML: For more information on LINE-X franchising opportunities, please visit linexfranchise.com.