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Dual-Directional Woodgrain Colors on Steel
Frequently Asked Questions
Q1.
Why is Amarr switching to new dual-direcitonal woodgrain colors?
A. Customer and dealer feedback made Amarr aware of the need for a more distinct
woodgrain that is visible from 25 feet away from the door, as well as a brown
woodgrain.
Q2.
What are the dual-directional woodgrain colors offered by Amarr?
A. Amarr is offering three dual-directional woodgrain colors: Golden Oak, Mahogany and
Walnut.
Q3.
How would you describe these colors?
A. Walnut is a true-brown woodgrain color. Mahogany has a reddish-brown cast to its
color. Golden Oak is a honey-colored finish.
Q4.
Are these colors similar to the previously offered woodgrain colors from Amarr?
A. Two of the three new dual-directional woodgrain colors have a similar color tone to the
previously offered woodgrain finishes. Specifically, Golden Oak is comparable in color
tone to Medium Woodgrain and Mahogany is comparable in color tone to Dark
Woodgrain. Walnut is a brand new color offered with a woodgrain pattern.
Q5.
Since these new colors are similar to the previously offered woodgrain colors, can the
sections be mixed or the new dual-directional sections be used as replacement
sections on existing doors?
A. No, the new dual-directional woodgrain sections cannot be mixed with the previous
woodgrain sections or used as replacement sections. While two of the new dualdirectional color tones are similar to the previously offered woodgrain colors, the dualdirection woodgrain pattern does not match.
Q6.
Do these new dual-directional woodgrain colors match the woodgrain colors offered
by competitors?
A. Yes, the new dual-directional woodgrain colors are very similar, but the Amarr dualdirectional woodgrain pattern is more distinct and visible than the competition. Below
is a color comparison chart to the competition:
Amarr Color
Competitive Color
Golden Oak
Medium
Mahogany
Cherry
Walnut
Walnut
n/a
Dark
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Update 7/22/13.
Subject to change without notice.
Dual-Directional Woodgrain Colors on Steel
Frequently Asked Questions
Q7.
Why doesn’t Amarr offer a dual-directional color similar to the competitive Dark Oak?
A. Based on market research, the Dark Oak color is not widely used in exterior building
products and has significantly lower demand than the other woodgrain colors.
Q8.
What is the embossment on the sections with Amarr dual-directional colors ?
A. A woodgrain embossment is on the sections for increased steel durability. The dualdirectional woodgrain pattern is very distinctive and prominent, so there is little to no
visual conflict with the woodgrain embossment on the section.
Q9.
Since Golden Oak and Mahogany have similar color tones to previously offered
Medium and Dark Woodgrain respectively, does the existing Medium or Dark
Woodgrain vinyl stop match?
A. Yes, the existing ancillary products, such as vinyl stop, nails, window frames and inserts
for the Medium or Dark Woodgrain match the new dual-directional woodgrain colors
Golden Oak and Mahogany, respectively. On July 29, Amarr will change the item
descriptions of these products, so they identify the new dual-directional woodgrain
colors.
Q10.
Since Golden Oak and Mahogany have similar color tones to previously offered
Medium and Dark Woodgrain respectively, can the existing Medium or Dark
Woodgrain touch-up paint be used?
A. No, although the Golden Oak and Mahogany are the same color tones as the Medium or
Dark Woodgrain respectively, the touch-up paint is not the same due to the paint of the
dual-directional woodgrain pattern being more distinct.
Q11. What is the process to touch-up paint dual-directional woodgrain sections?
A. The touch-up paint process for dual-directional woodgrain finishes is the same as the
previous process for Medium/Dark Woodgrain. Ask your DC for the touch-up paint
process document.
Q12.
Since Walnut is a new dual-directional woodgrain color with no previously offered
match, is there available matching Walnut vinyl stop, nails, window inserts, window
frames and touch-up paint?
A. Yes, Walnut ancillary products that match the Walnut dual-directional sections are
available to order.
Q13. Does a flush Stratford 3000 or Heritage 3000 have a dual-directional woodgrain?
A. Yes, a flush door will have the dual-directional woodgrain.
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Update 7/22/13.
Subject to change without notice.
Dual-Directional Woodgrain Colors on Steel
Frequently Asked Questions
Q14. How is the dual-direction woodgrain made?
A. Dual-direction woodgrain finish is a factory-applied paint process with a base wood tone
color that is overprinted with a dual-directional wood grain pattern. Specifically, the
paint system is a two-pass paint process that covers the steel coil with a basecoat color.
The steel coil then passes over a rubber roller that picks up the second paint in a dualdirectional woodgrain pattern from an engraved cylinder. The base and woodgrain
paint on the steel coil is then dried and cured. The painted steel coil is then slit and
ready for the garage door manufacturing line. The dual-directional paint system
features UV-resistant inhibitors and comes with a limited lifetime finish warranty.
Q15. In what products are dual-directional woodgrain colors available?
A. At this time, dual-directional woodgrain colors are only available on specific products:
Classica 1000/2000/3000, Stratford 3000, Oak Summit 3000 and Heritage 3000
(available beginning August 19, 2013).
Q16. Are dual-directional woodgrain colors available in Classica odd-height doors?
A. No, at this time, dual-directional woodgrain colors are not available in Classica oddheight doors.
Q17.
Why does the woodgrain pattern on a Classica closed arch top section not follow the
closed arch curve? (see images below)
A. On a Classica closed arch top section, the dual-directional woodgrain pattern does not
line up with the stamp because the woodgrain pattern can only be in two directions,
horizontally and vertically and cannot follow the closed arch curve. Although there is
woodgrain pattern vs. curved arch discrepancy, this door is still visually appealing. For
most homeowners, this visual difference does not impact the appeal of this dualdirectional woodgrain look. As a reference, not one dealer remarked on this
inconsistency when this door was shown at IDA EXPO 2013.
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Update 7/22/13.
Subject to change without notice.
Dual-Directional Woodgrain Colors on Steel
Frequently Asked Questions
Q18.
Why does the horizontal pattern of the dual-directional woodgrain not match the rail
on a Classica 32” closed arch or glazed top section?
A. For a 32” Classica closed arch top or glazed
section only, the horizontal pattern of the
dual-directional woodgrain does not match
the rail height because the 28” closed arch
stamp and window area is used for a 32”
section, resulting in a taller rail than the dualdirectional woodgrain pattern provides.
Although there is a woodgrain pattern vs. rail
height discrepancy, the door is still visually
appealing. For most homeowners, this visual
difference does not impact the appeal of this
dual-directional woodgrain look. As a
reference, not one dealer noticed the visual
difference when this door was shown at IDA
EXPO 2013.
Q19. Are the Classica dual-directional woodgrain colors available with two-tone color
options?
A. No, Classica dual-directional woodgrain colors have a unique coating that does not allow
for acceptable paint adhesion for two-tone color options.
Q20.
Are the dual-directional woodgrain colors priced in the same way as the previously
offered woodgrain colors?
A. No, the dual-directional woodgrain colors are priced at a net dealer price, rather than
being determined by the door multiplier that was used for the previously offered
woodgrain colors.
Q21.
Are the dual-directional woodgrain colors more expensive that the previously offered
woodgrain colors?
A. No, the dual-directional woodgrain color is priced to be market competitive and is
approximately the same as the previously offered woodgrain colors. Below is the net
dealer price upcharge for dual-directional woodgrain:
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Update 7/22/13.
Subject to change without notice.
Dual-Directional Woodgrain Colors on Steel
Frequently Asked Questions
Q22. Can pricing for woodgrain be found in WebCat?
A. Yes, the net dealer upcharge for woodgrain for Stratford 3000, Oak Summit 3000 and
Classica 1000/2000/3000 is in WebCat. The net dealer upcharge for woodgrain for
Heritage 3000 will not be available until 8/19/2013.
Q23. Are dual-directional hand samples available?
A. Yes, a hand sample of each new dual-direcitonal color is available.
Walnut (NT) on Classica 1000 Lucern (#99570885)
Mahogany (MY) on Oak Summit 3000 Bead Board (#99570900)
Golden Oak (OK) on Heritage 3000 Short Panel (#99560896) – available 8/19/13
Q24. Are dual-directional woodgrain steel samples available?
A. Yes, individual steel color samples are now available to order through your local Door
Center or directly from Source4 for Master Dealers.
Q25.
Are the dual-directional woodgrain colors available on the Residential steel color
sample ring?
A. Yes, the dual-directional woodgrain samples have replaced the previous woodgrain
samples on the Residential steel color sample ring (#101317) and are now available to
order through your local Door Center.
Q26.
Have the Amarr brochures been updated with the new dual-directional woodgrain
colors?
A. All of Amarr brochures will be updated with the new dual-directional woodgrain colors
in September 2013.
Q27. Does amarr.com have the new dual-directional woodgrain colors?
A. Amarr.com has the 3 new dual-directional woodgrain colors as color options in the Door
Builder of the appropriate Collections. At this time, no dual-directional woodgrain door
images are available for viewing. Dual-directional woodgrain door images are projected
to be added to the website in September 2013.
Q28.
Are the new dual-directional woodgrain colors available in OnSite, Express or Door
Designer?
A. The 3 new dual-directional woodgrain colors will be available for viewing on these
dealer e-tools in September 2013.
Page 5 of 5
Update 7/22/13.
Subject to change without notice.