DCL Dicarlu: Innovating with Color Technology, Redefining Automotive Aesthetics

Company Introduction

Dicarlu (DCL), founded in 2006, is a brand specializing in automotive body color paint films, under Shandong Dicarlu Technology Service Co., Ltd. Headquartered in Qingdao, Shandong Province, it is a modern high-tech enterprise integrating the R&D, production, and sales of products such as paint protection film (PPF), color paint films, furniture films, and advertising films. After nearly two decades of development, DCL has become a pioneer and leader in the field of automotive body customization in China and is whispered in the industry to be the "Huangpu Military Academy" of the automotive film sector.

Core Philosophy

"Courage to Explore, Determination to Innovate"​ has been the core development philosophy that DCL has adhered to since its inception. Guided by this philosophy, the company has formed a unique corporate culture system:

1. Technology Serves Life

Upholding the R&D philosophy of "Technology Serves Life," DCL is committed to integrating cutting-edge polymer material technology with personalized aesthetic needs, ensuring that technology genuinely serves to enhance the quality of people's automotive lifestyles. The company believes technological innovation should not remain in the laboratory but should be transformed into practical products that improve user experience and enrich self-expression.

2. People-Oriented, Expressing Individuality

DCL adheres to the corporate principle of being "People-Oriented, Expressing Individuality," deeply understanding the strong demand for automotive personalization among contemporary consumers, especially the younger generation. Each color paint film product is not just a protective layer for the car's paint but an extension of the owner's personality and taste.

3. Integrity, Dedication, Collaboration, and Innovation

With an enterprise spirit of "Integrity, Dedication, Collaboration, Innovation, and People-Oriented," the company emphasizes teamwork in internal management, adheres to integrity in external cooperation, and drives industry progress through continuous technological innovation.

4. Vision: Technology Transforming Automotive Life

DCL's corporate vision is "Technology Transforming Automotive Life." It is dedicated to bringing revolutionary changes to the automotive aftermarket through technological innovation, turning every vehicle into a moving work of art, and seamlessly integrating technology to elevate the travel experience.

Core Competitiveness

1. Leading Technology R&D System

World-Class Partnership Network:​ DCL has established deep collaborations with top global technology firms. After a strategic partnership with Yunlin Film in 2008, DCL joined forces with the Fortune 500 company "Epson" in 2021. This collaboration led to breakthroughs in core R&D challenges like color fastness and pattern distortion in printing, securing a long-term technological advantage.

Patent Technology Portfolio:​ Leveraging the R&D strength of strategic partners, the company has achieved multiple technological breakthroughs, obtaining several invention and utility model patents. Its core innovation lies in the precise lamination of multi-layer polymer films through special processes, endowing products with exceptional structural stability, color saturation, superior paint protection capabilities, and user-friendly application properties.

TPU Material Breakthrough:​ DCL was among the first domestic brands to achieve TPU-grade quality for body films. Its products utilize the latest German polymer materials, filling a domestic production gap for protective films. It is also the only domestic manufacturer employing a special German adhesive technology.

2. Full Industry Chain Service Capability

DCL is one of the few companies in the industry capable of providing end-to-end services covering the entire chain from "graphic design, product process, production technology, quality control, machine calibration, to application techniques." This complete closed-loop ensures the highest standards at every stage from concept to realization:

Design End:​ Possesses strong original design service capabilities, creating patterns that resonate with trends popular among young car owners, such as anime culture.

Production End:​ Relies on a professional R&D team and production technology, employing advanced techniques like Epson's micro-jet printing technology for vehicles.

Application End:​ Provides partner stores with detailed product installation manuals, instructional videos, and comprehensive support covering product identification, workflow, and delivery standards.

3. Race-Proven, Exceptional Quality

Premium Racing Partnerships:​ DCL has become the official partner of the FIA F4 Chinese Championship, making it the first brand in China's body film industry to join the partner roster of this top-tier racing series. Previously, the company had established deep collaborations with other premier domestic events like the CEC China Endurance Championship, China Drift Championship (CDC), and China Rally Championship (CRC).

Extreme Environment Validation:​ In the extreme conditions of F4 racing, where car bodies endure immense aerodynamic forces, temperature fluctuations, and potential impacts, DCL's film solutions ensure patterns remain intact and vibrant even at speeds exceeding 200 km/h, while effectively protecting the original paint. This rigorous track testing provides the most authoritative endorsement of product performance.

4. Industry Leadership and Brand Influence

Reputation as the "Huangpu Military Academy":​ As one of the pioneers of steam-applied wrapping film in China, DCL has trained a large number of excellent technicians for the automotive film industry over the years, earning the reputation of the industry's "Huangpu Military Academy."

CCTV Brand Endorsement:​ In 2020, DCL brand advertisements were broadcast on China Central Television (CCTV), making it one of the few brands in the sector to receive such recognition.

Strategic OEM Partnerships:​ DCL is a strategic partner to automakers like Geely, GAC, and FAW, and has established long-term, stable cooperation with major professional racetracks and event organizers across China.

5. Innovative Marketing and Service Ecosystem

Digital Experience System:​ DCL pioneered the introduction of a 3D panoramic pattern selection mini-program in the industry, creating an AI immersive experience marketing system. It customizes body film selection mini-programs featuring the store's logo for each partner, preloaded with over 2,000 popular patterns, allowing car owners to freely choose and deeply customize their preferred designs.

Four Dedicated Service Systems:

Product Sales Training:​ Regularly organizes professional, systematic online product marketing training courses and sales scripts.

Omni-channel Marketing Support:​ Conducts systematic promotional campaigns on platforms like Xiaohongshu and Douyin, tailoring in-store marketing solutions for different partners.

Technical Installation Support:​ Provides detailed product installation manuals and tutorial videos to ensure partner application quality.

Comprehensive Solution Provision:​ Covers a wide range from anime themes for Gen Z to hot IPs and fully personalized graphic patterns.

6. Deep Integration of Industry, Education, and Research

University-Enterprise Collaboration:​ From 2024 to 2025, DCL has engaged in university-enterprise cooperation with Guangdong Women's Polytechnic College to promote the integration of industry and education and cultivate professional talent for the industry.

Industry Standard Leadership:​ With a meticulous and striving attitude, DCL has comprehensively elevated relevant industry operation standards from multiple angles, bringing an unprecedented innovative transformation to the customization market and establishing itself as an industry pioneer.

Looking Ahead

Standing at a new developmental starting point, DCL Dicarlu will continue to uphold its core philosophy of "Courage to Explore, Determination to Innovate" and deepen the R&D direction of "Technology Serves Life." The company will leverage its partnerships with top international racing events as an opportunity to accelerate the transfer and feedback of track-proven technology to the civilian market, driving consumption upgrade and industrial innovation across the entire automotive aftermarket.

As relevant national policies continue to relax, the vehicle body customization sector is poised for a period of explosive growth. As an industry leader, DCL will continue to focus on product and design as its core, empowering partners with marketing and services. It aims to play a central role in the wave of automotive personalization culture, ensuring technology truly transforms automotive life and enabling every vehicle to become a perfect expression of personal style.