In the search for improvements in the environmental credentials of the organic coatings industry, several different aspects are currently being addressed, including the reduction of volatile organic compounds, development of UV curable coatings and the reduction of potentially hazardous components in coating formulations. The performance of a novel water‐based primer system, applied to alkali cleaned hot dipped galvanized steel, was investigated previously. It was shown that the level of adhesion promoter has a clear effect on durability and performance to the panels painted with the candidate primer and topcoat. Two concentrations of adhesion promoter were used, and the formulation with the higher concentration exhibited better coating longevity. The aim of this work is to understand the role of adhesion promoter in the primer formulation, particularly the manner in which it interacts with the substrate and the topcoat. This paper will describe the distribution of the adhesion promoter across the primer layer considering the possible opportunities of such a component enhancing the primer interaction at either interface. Copyright © 2014 John Wiley & Sons, Ltd.