Executive Summary / Key Takeaways

• Resilient Growth Amidst Volatility: XPEL delivered a record Q2 2025 revenue of $124.7 million, a 13.5% year-over-year increase, demonstrating strong performance despite a "choppy and uncertain" macro environment marked by tariff anxieties and fluctuating automotive sales.
• Technological Differentiation and Operational Efficiency: The proprietary DAP software platform is a core competitive advantage, enhancing installation accuracy, driving customer loyalty, and serving as a foundation for new initiatives like the personalization platform and integrated warranty submissions, contributing to operational leverage.
• Strategic Global Expansion and China Stabilization: The company is executing a clear strategy of direct market entry in key global car markets through distributor acquisitions (e.g., Japan, India, Thailand at 3x-4x EBITDA multiples), and has successfully stabilized its China revenue cadence to a predictable $8 million to $9 million quarterly run rate, with significant upside from new OEM and 4S opportunities.
• Disciplined Capital Allocation and M&A Focus: With $50 million in net cash and substantial credit facility availability, XPEL prioritizes M&A, particularly larger targets in the dealership services sector, aiming for total addressable market expansion and increased adoption of its core products, while also authorizing a $50 million share repurchase program.
• Outlook and Risks: Q3 2025 revenue is projected between $117 million and $119 million, reflecting a challenging comparable period. While product-level tariff impacts are mitigated by diversified manufacturing, broader macro headwinds, consumer affordability challenges, and the strong U.S. dollar remain key risks to monitor.

The Invisible Shield: XPEL's Core Business and Strategic Foundation

XPEL, Inc. stands as a specialized leader in the automotive aftermarket, providing high-performance protective films, coatings, and related services. While its offerings are often invisible once applied, their impact on vehicle aesthetics and longevity is profound. The company's journey began in October 2003 as a software firm, designing precise vehicle patterns for protective films. A pivotal shift in 2007 saw XPEL expand into selling these films, complementing its digital expertise. This dual approach quickly resonated with luxury car enthusiasts and independent installers in North America, laying the groundwork for its current market position.

XPEL's overarching strategy is built on a "best-in-class service" model, which it has successfully extended from independent installers to new car dealerships and, increasingly, to original equipment manufacturers (OEMs). This strategy is underpinned by a relentless focus on product innovation and a global direct sales model. The company aims to establish a direct presence in the majority of the world's top 25 car markets, a move designed to accelerate growth, offer a full suite of products and services, and capture higher margins. This ambition has driven a series of strategic international distributor acquisitions, notably in Japan, Thailand, and India during 2024, which were acquired at attractive 3x to 4x EBITDA multiples and are expected to be accretive.

Technological Edge: The Digital Foundation of Protection

At the heart of XPEL's competitive advantage lies its proprietary DAP (Design Access Program) software. This core technology is far more than a design tool; it is an integrated platform that significantly enhances application accuracy and efficiency for installers. By providing precise, cut-to-fit patterns, DAP minimizes material waste and streamlines the installation process, offering a tangible benefit over manual cutting methods. This operational efficiency translates directly into cost savings for installers and a superior, consistent finish for end-consumers, fostering strong customer loyalty and recurring business.

The DAP system's benefits extend beyond mere cutting. It serves as a comprehensive platform for managing customer businesses, delivering leads and deals, and handling operational components such as work orders, scheduling, commissions, and integrated warranty submissions. A recently launched companion mobile app further extends this functionality, aiming for feature parity with the desktop version. This digital ecosystem creates a sticky relationship with installers, making it harder for them to switch to alternative film providers that lack such integrated support.

XPEL's commitment to innovation is also evident in its new product pipeline. The Windshield Protection Film, launched in Q4 2024, is a prime example. With Q2 2025 revenue of $2.1 million, representing 7.5% of total window film revenue, this product is strategically positioned as a "gateway product." Its appeal to a broader consumer base is amplified by the dramatically increasing cost of windshield replacement, making the film's ROI more compelling. Management plans consumer marketing later in 2025 to unlock its full potential. Furthermore, the upcoming launch of colored paint protection films (end of Q3/beginning of Q4 2025) and surface protection films for architectural applications represents a strategic expansion of XPEL's total addressable market (TAM). These new offerings leverage the company's core film technology and distribution network, with colored films being inherently easier to market than their clear counterparts.

Strategic Evolution and Global Reach

XPEL's history of adapting and expanding its reach is a testament to its strategic agility. From its origins in software and luxury automotive aftermarket, the company has systematically broadened its customer base to include new car dealerships and OEMs. This evolution is now manifesting in a global direct sales model, moving away from indirect distribution in key markets. The acquisitions of distributors in India and Japan in 2024 are pivotal to this strategy, allowing XPEL to ensure its full product line is represented, priced correctly, and supported by in-country operations. This direct presence facilitates deeper engagement with OEMs, local franchising partners, and dealership services, unlocking growth opportunities that were previously inaccessible.

A significant operational achievement has been the stabilization of XPEL's China business. After a period of "choppiness" due to sell-in/sell-through dynamics, management has streamlined supply chain and inventory management, establishing a normalized quarterly revenue run rate of approximately $8 million to $9 million (with Q1 typically lower due to Chinese New Year). This predictability, a result of intensive efforts over the past 12 months, is expected to drive "substantial year-over-year gains" in the first half of 2025. Beyond this stabilization, XPEL is actively pursuing OEM, PDI (pre-delivery inspection), and 4S (dealership) opportunities in China, having already secured two small contracts with domestic brands. These channels represent substantial upside for the business over the next several years, aligning with the company's goal to ensure its "percent of wallet matches the percent of mind share" in this critical market.

Financial Performance: Resilience Amidst Headwinds

XPEL's recent financial performance underscores its operational resilience in a challenging macro environment. The company reported a record Q2 2025 revenue of $124.7 million, marking a robust 13.5% year-over-year increase. Even when adjusting for an easier comparable period in China, revenue growth would have been approximately 11%. The U.S. region, XPEL's largest and most mature market, achieved a record $70.4 million in revenue, growing 8.4% year-over-year, despite "tariff anxiety" and fluctuating new car sales. Year-to-date Q2 2025 revenue reached $228.5 million, up 14.2% from the prior year.

Profitability metrics remain strong. Gross margin for Q2 2025 was 42.9%, up 6 basis points sequentially, though slightly down year-over-year due to a higher mix of distributor revenue from China. Product gross margin for Q2 2025 stood at 38.6%, driven by sales mix, decreased product costs, and improved operating leverage. Service gross margin, at 56.5%, saw a slight decrease primarily due to a higher mix of dealership-related installations. EBITDA for Q2 2025 increased 7.1% to $23.4 million, representing an 18.7% EBITDA margin. Normalizing for approximately $1.6 million in one-time costs (restructuring, M&A legal/due diligence), EBITDA growth would have been 14.7% to $25 million, achieving a 20% margin. Year-to-date EBITDA grew 12.9% to $37.8 million, with a 16.6% margin.

Operating expenses, specifically SG&A, grew 19.3% in Q2 2025, largely influenced by overhead from 2024 distributor acquisitions and the aforementioned one-time costs. However, management expects SG&A growth rates to moderate in the second half of 2025 as these acquisition-related expenses are lapped. A workforce reduction in February 2025, primarily at the corporate level, is expected to yield approximately $2 million in annual run-rate savings, reflecting a disciplined approach to expense management.

XPEL's liquidity position is robust, ending Q2 2025 with approximately $50 million in net cash on the balance sheet and $128.3 million available under its credit facilities. The company generated nearly $28 million in operating cash flow in Q2 2025, driven by strong results and a slight reduction in inventory. Year-to-date operating cash flow was $31.1 million, a significant increase from the prior year. This strong cash generation and ample borrowing capacity position XPEL well to fund ongoing operations, capital expenditures, and strategic acquisitions. Management views investing in the business via M&A as the number one capital allocation priority, with a $50 million share repurchase authorization in place as a secondary option.

Competitive Landscape: Outperforming in a Fragmented Market

XPEL operates in a highly competitive and fragmented market, but its specialized focus and technological differentiation allow it to perform "quite well... relative to our competitors." While larger, more diversified industrial conglomerates like 3M Company (MMM), specialty materials producers like Eastman Chemical Company (EMN), and adhesive/film experts like Avery Dennison Corporation (AVY) are significant players, XPEL carves out its niche through agility and customer-centric innovation.

Comparing key financial metrics, XPEL's TTM Gross Profit Margin of 42.11% stands favorably against 3M's 41%, Eastman's 24%, and Avery Dennison's 29%. This suggests XPEL's focused business model and premium product positioning contribute to superior gross profitability. Its TTM Operating Profit Margin of 13.62% also holds its own against 3M's 20%, Eastman's 14%, and Avery Dennison's 13%, demonstrating efficient operations despite its smaller scale.

XPEL's proprietary DAP software provides a distinct competitive moat. This technology enhances application accuracy and efficiency, leading to stronger customer loyalty and recurring revenue. Against 3M, XPEL's software exploits weaknesses in niche responsiveness by offering significantly greater efficiency in automotive-specific applications, potentially increasing market share in installation-heavy segments and improving pricing power. For Eastman, XPEL's faster innovation cycles in application technology can counter Eastman's material versatility, enhancing revenue opportunities. The end-to-end automotive focus, from product to installation tools, differentiates XPEL from Avery Dennison's broader adhesive expertise.

XPEL is actively gaining market share in the dealership space by offering tangible products that compete against "soft or paper products like insurance offerings," which are increasingly under regulatory scrutiny and subject to customer cancellation. This strategic positioning leverages the value proposition of physical protection. In China, XPEL is adapting to the evolving domestic car market, including the rise of locally produced EVs. Its pursuit of OEM and 4S opportunities with domestic brands demonstrates a proactive approach to maintaining competitiveness against the historical dominance of European makes. While XPEL's smaller scale compared to these larger rivals could lead to higher operating costs per unit, its focused strategy and technological leadership allow it to maintain strong margins and drive targeted growth.

Outlook and Strategic Imperatives

XPEL's outlook for 2025 is characterized by a blend of optimism for internal execution and caution regarding external uncertainties. Management projects Q3 2025 revenue to be in the $117 million to $119 million range, acknowledging a "challenging comp" against a record Q3 2024. This guidance is underpinned by the new, predictable $8 million to $9 million quarterly run rate for China, which is expected to see low double-digit core growth, augmented by substantial upside from new OEM and 4S business channels. SG&A growth rates are anticipated to moderate in the second half of 2025, and the company expects a 21% effective tax rate in future quarters.

The company's strategic imperatives are clear. M&A remains the primary capital allocation focus, with management actively pursuing larger opportunities in the dealership services sector. These targets are viewed as compelling for their potential to expand XPEL's total addressable market and increase the adoption of its core products, especially as valuations in this fragmented business begin to shift. The "personalization platform," which facilitates online sales and referrals to XPEL's installer network, is gaining significant momentum and is seen as an "emerging success story" for increasing attach rates and providing revenue for installers.

Despite strong internal execution and improved aftermarket sentiment, XPEL faces ongoing risks from macro headwinds. Inflation and interest rates have not moved as expected, impacting new car affordability and keeping the aftermarket subdued. The strengthening U.S. dollar continues to impede margins and reduce reported revenue growth rates. While XPEL has diversified its manufacturing across three countries to mitigate direct product impacts from tariffs, the broader "trickle-down impact" of trade policies on new car sales and dealership behavior remains an unpredictable factor.

Conclusion

XPEL, Inc. has demonstrated remarkable resilience and strategic foresight, transforming from a software company into a global leader in protective films and coatings. Its proprietary DAP software and continuous product innovation, including the new windshield protection and colored films, provide a robust technological moat that drives efficiency, customer loyalty, and market expansion. The company's disciplined approach to global expansion, marked by strategic distributor acquisitions and the stabilization of its China operations, positions it for sustained growth in key international markets.

While macro headwinds, consumer affordability challenges, and geopolitical uncertainties present ongoing risks, XPEL's strong financial performance, healthy liquidity, and clear capital allocation strategy focused on high-return M&A opportunities underscore its investment appeal. The company's commitment to "amazing service" and operational excellence, coupled with its ability to outperform competitors in a fragmented market, suggests a compelling long-term investment thesis. XPEL is not merely selling protective films; it is building a comprehensive ecosystem of technology, products, and services designed to capture an expanding share of the automotive protection market, making it a formidable player in the years to come.