APRIL 2012 In this issue... Featured Members John & Christina Ortiz ...

The Art of Detailing:
•
•
•
•
(Continued from Page 6)
bounds over the consumer line in
the previous price point.
Detailer Experience: At this
level, the detailer should have a
good understanding of the cars
being worked on and a few years’
experience working for someone
else. This is a good place for a startup
detailer with previous experience
and dedication.
Level of Attention: There will
be a reasonable difference in the
appearance of the car both inside
and out. Things such as wax residue
on the exterior trim should not be
existent. The interior should have
a nice clean look and areas such as
vents, windows, carpets, upholstery
are addressed with great detail.
Liability: There should be enough
money budgeted for a good
insurance policy to cover both the
car and client. Here, you can expect
an average of $25-50K in coverage
per vehicle.
Detailer’s Future Existence: This
detailer will be around for a while.
This is a good price point to grow a
mobile business and have a steady
stream of work.
$600 price point:
• Product Quality: At this price point,
you should be getting the ProSumer
products at a minimum and edging
into the High-End product lines.
• Detailer Experience: This detailer
should have great expertise in
certain cars, by now specializing in a
niche. Great value for the consumer
as the detailer is highly skilled and
knowledgeable in the cars being
detailed.
• Level of Attention: Many aspects
of the proper detail that weren’t
addressed before should be seen.
In the interior, you should notice a
pristine ambiance. All of the surfaces,
leather, carpets, carbon fiber, etc.,
will be cleaned, conditioned and
protected. The exterior is also
properly cleaned, conditioned and
protected.
• Liability: Since we’re now catering
to a higher caliber niche, the liability
•
of the work is increased. A simple
mistake on a $30K car is not too
expensive to remedy. However,
with the average new Porsche,
Ferrari or Lamborghini in the five
to six-figures, ample insurance is
needed for the unforeseen incidents.
Liability coverage should be in the
$75-150K /vehicle range.
Detailer’s Future Existence: The
detailer should be focusing on
growing the company and hiring
employees. Or, consider detailing
as the career. One detailer can make
a profitable living and support a
family at this price point.
$1000 and above price point:
• Product Quality: Products are the
same as above or a higher quality
of the above mentioned. Innovative
products such as Nano Technology
can be incorporated into a routine.
These products require greater user
skills to use.
• Detailer Experience: Expert or
specialists in a particular class or
manufacturer of automobile. This
detailer will have considerable
experience detailing, but now also
has the scope of correcting paint
blemishes such as swirls, scratches,
orange peel, etc. This detailer is an
artist, not a detailer. These detailers
are usually booked out weeks and
months ahead. Their reputation is
well known and the end-result is
short of breathtaking.
• Level of Attention: Second-to-none.
A typical detail at this price point
will have taken many hours, if not
days. Areas such as the engine, door
jams, delicate substrates such as
painted interior door panel, natural
wood grain accents, and carbon
fiber, etc. are addressed with great
detail. The exterior will exhibit a
near-flawless to flawless finish, free
of imperfections. At this level, you
should be getting a legitimate detail
that will stand the test of time for
many months or years, depending
on use and care.
• Liability: These details are
performed on cars that are near or
above six-figures. A modest mistake,
such as opening the rear engine
compartment on a Ferrari Enzo, can
lead to a costly repair. If the engine
is hot and the door is opened, you
risk cracking or snapping the carbon
fiber lid. This can lead to a repair
upwards of $100K. A policy with a
$150K and above is to be expected
per vehicle. A $1 Million umbrella
is also to be expected.
• Detailer’s Future Existence: This
detailer is at the pinnacle of his/her
field. These detailers are well-known
in their circles, well-respected
amongst peers and the automotive
community and are the future of this
industry. This detailer understands
that there’s more to the business
than detailing. Playing a role in the
future of the industry as a whole
is important. This detailer is wellversed,
proficient, exhibits smart
business sense and has an excellent
future.
I hope this gives everyone a true look
as to the value of a proper detail. Within
every industry there are those that cater
to the masses and those that specialize
in understanding a client’s needs. I feel
you always get what you pay for. So the
next time you consider a detail, please
consider what you’re paying for and
weigh the risk and rewards.
The all new 991 displayed at our Breakfast
Meeting by Walters Porsche
30