VOL. 5, NO. 3 FALL 2020
You’ve Traveled Far...
Two year guaranteed protection
Improves gloss up to 10%
What is Diamond Plate?
A: Diamond Plate is a nano ceramic polymer coating that reacts with your vehicle’s
clear coat finish to form a second layer and thicker coating for added protection.
These highly cross-linked coatings are extremely weather resistant, provides UV
protection, wear and acid rain resistance. These coatings are so durable they are
used widely in the aerospace industry.
Our Warranty Protects Against
• ACID RAIN
• BIRD DROPPINGS
• TREE SAP
• AEROSOL SPRAY PAINT
• ROAD DE-ICING MATERIALS
• HARD WATER SPOTS
• UV DAMAGE
• PAINT OVER SPRAY
(from newly painted road lines.)
The Diamond Plate 2 Year Warranty
Is backed by an A+ insurance carrier.
Therefore, if a claim is filed, both consumers
will never have to pay
for the price of repair.
Diamond Plate Kit Includes:
• 1 Vile of the Patent Pending Diamond Plate
• VisionBlade Hydrophobic Windshield Protector
• Microfiber Finishing Towel
• P.O.S. Customer Hand Outs
• The Diamond Plate Warranty
Desk Topper Pop Up Sign
Simoniz USA, Inc, 201 Boston Turnpike, Bolton CT, 06043, 800-227-5536
IDA Column. ............. 4
IDA Marine Certification
Detail Doctor . ............ 6
Innovations . ............. 8
Nitty Gritty ............. 10
Where’s the Money?
Industry Dirt . ........... 12
Fiber Logic ............. 20
of Detailing . ............ 24
What Type of Detailer
Do I Want to be?
We're Not In
Kansas Anymore ........ 26
Vol. 5, No. 3, Fall 2020
One More Thing ...
So…how is everyone doing out there? Are
you okay? Surviving? Mad? Miffed? Wishing
2020 was over? Or, are you seemingly unaffected
by it all? Perhaps your state is “business
as usual.” Although, even if you’re impervious
to it all, the news, television entertainment,
and your travel plans are anything but normal.
This year for me has somewhat been a kick in
my ever-hopeful heart. My beloved cat passed
away, a close family member has been sick, and
there has been so much strife between friends
and loved ones over the upcoming election,
I seriously feel like either hiding out in the
Adirondacks for the next five months in a cabin
with no electricity. But, a constant and steady
part of my life has been this magazine. I still
have this work to look forward to every day and
I still get to hear your stories and feel normal
again when I sit down to work. Of course, while
I type this, I still have both kids at home with
me. I still feel stuck, and I still want to go and
visit my friends in other states, but those are
all passable problems. And, I hope, for all of
you who are reading this, whom I appreciate so
much, are doing okay. I know in a lot of ways,
the importance of cleanliness is front and center
of most peoples’ anxieties and desires. Germkilling
is no longer germaphobe propaganda – it
is a full-on new way of life. Detailers have a lot
of opportunities here, to really promote your
services and offer concrete, dependable services
and also, offer something that we moms, caregivers
and stressed-out drivers need more than
ever: Peace of mind.
And, if you don’t want to take the pandemic-based
marketing route, consider using the
recent study, referenced on page 17 which
revealed that most people will not get a second
date if their date’s car is messy. So, there you
have it. If people aren’t afraid of getting Covid,
maybe they are afraid of getting ghosted.
In other news, this issue’s cover story was so
much fun. It was made possible by Bud “Detail
Doctor” Abraham who knows detailers from
all over the world. The idea came about at the
last Mobile Tech Expo (remember when we all
convened in Orlando, without a Covid-based
care in the world). Bud and I were talking and
the idea of an international issue came about.
That evening, during a social gathering at one
of the resort restaurants, also gave us the opportunity
to meet Guðmundur Einar Halldórsson
of Iceland. The International Detailing
Association helped me track him down months
later and here we are. A detailer in Saudi Arabia
and another in Argentina are also included.
Some of their answers might surprise you.
And, one more thing before I go. If money
is tight right now, I urge you to read page 10
and look into a loan from the Small Business
Administration. I know businesses are closing
up here in Upstate New York. The money is
available and the criteria seems more than
reasonable. Please do not feel any shame in
reaching out for a helping hand.
I also ask that all of you out there stay safe
and know that you’re not alone.
Until next time,
Publisher: Jackson Vahaly
Editor: Debra Gorgos
Design: Katy Barrett-Alley
Auto Detailing News is published 4 times per year
and is independently owned by Jackson Vahaly.
Web address is www.autodetailingnews.com
All inquiries should be directed to:
Auto Detailing News
110 Childs Ln. Franklin, TN 37067
Copyright © 2020
2 Dollar Enterprises/Auto Detailing News
All Rights Reserved.
VOL. 5, NO.3 • FALL 2020 | AUTO DETAILING NEWS | 3
The IDA’s Newest Certification Program
Is Ready for its Maiden Voyage
By Erin Reyes, IDA
It’s time to dive into the latest IDA
Certification – Marine!
That’s right, IDA Marine Certification
examinations are now available online.
This is the first specialty certification
that the IDA is introducing to its lineup
– with plans to eventually grow to include
individual certifications for motorcycles,
recreational vehicles, aircraft, and more.
The IDA Certification Committee
first decided to proceed with the marine
certification more than two years ago,
based on market demand and the availability
of volunteers willing to help move
the program forward.
“The Certification Committee is constantly
reviewing the current programs
and looking at future opportunities,” explained
Keith Duplessie, CD-SV, RT, former
IDA president and one of the leaders
of the marine certification project.
“There have been a number of potential
specialty accreditations discussed in recent
years, including marine. In 2018, the
committee established a task force to review
the feasibility of and process for the
program. Luckily, a great group of IDA
members with an interest in marine detailing
volunteered to do the heavy lifting
of implementing the program.”
Indeed, heavy lifting it was – the task
force essentially started from scratch to
pull the program together. First, they
needed to settle on the best categories
to build upon the foundational Phase I
– Certified Detailer (CD) exams, while
also making sure the new tests were marine-specific.
Then came the even harder
task – developing questions that would
accurately assess an individual’s marine
expertise while also keeping them generic
enough to apply to the variety of circumstances
and environments that marine
detailers face on the job. Lastly, they
made the decision to limit the certification
– at least for now – to written exams,
rather than including the additional level
of in-person skills validation (SV).
“We all came to the agreement that
we should have knowledge first and then
work on the skillset,” said task force member
and veteran marine detailer Parker
Richards. “If some are wondering why
there’s not an SV test right away, we had
all decided that it was important to build
a foundation [first] and then continue to
build on the skillset.”
The task force initially believed the
certification development process would
take no more than a year, but soon realized
that between busy work schedules
and all the necessary steps to build the
program properly, they could not rush the
timeline. Now, over two years later, the
program is finally ready, and they are glad
they took the time to do it the right way.
While they had hoped to launch the
program earlier this year in-person at
the Southern Detailers Conference in
Lexington, Kentucky, unfortunately the
event was cancelled due to limitations
on gatherings because of the pandemic.
Exams are available online now, but,
according to Duplessie, the task force is
hoping to move forward with their plans
to hold in-person exams at the 2021
Mobile Tech Expo in Orlando, Florida,
should the event go on as planned.
Knowing that there would be a lot
of interest in the program, along with
a lot of questions, the task force held a
webinar at the end of August to discuss
the exams and answer questions from
attendees. The live webinar had more
than 60 attendees interested in learning
more about the program. The webinar
recording is available on the IDA website
for members who were not able to
attend the live session and for those who
just want to re-watch the discussion for
One of the points the panelists emphasized
during the webinar is that those
considering taking the exams should be
well-versed in the intricacies of marine
detailing and understand the major differences
between it and other forms of
detailing, namely auto detailing.
“There is a lot of material here,”
Duplessie said, adding, “This is a very
focused area of detailing. It’s not rocket
science, but it is specific.”
Not only are there the obvious differences
between the actual vessels that are
being detailed, but there are also various
chemical, environmental, and safety factors
to consider, which auto detailers may
not even think about at first.
During the webinar, the task force
dove into the example of cross-contamination,
an issue that can arise when
a boat is transported from one lake to
4 | AUTO DETAILING NEWS | VOL. 5, NO. 3 • FALL 2020
another. If one lake is populated by an
invasive species, it is important for the
detailer to thoroughly de-contaminate
the boat before the customer brings it to
another lake or run the risk of potentially
spreading the invasive species. Therefore,
it is essential for marine detailers to get
to know their customers and understand
their habits and behaviors, perhaps even
more so than auto detailers.
Furthermore, panelist Ben Thompson
reminded those on the webinar that,
as marine detailers, the waterway would
more than likely be their workplace, so
they have to be extra considerate of the
environment, knowing that whatever substances
they are using to clean the boats
will run off directly into the body of water.
Thus, hopefully marine detailers take it
upon themselves to be more cognizant of
the types of materials they use, all of which
is reflected in the certification exams.
Because of the advanced nature of
the marine exams, it is a prerequisite to
hold an active Certified Detailer (CD)
designation, which establishes the foundation
for all other certification levels.
There are five exams in the marine certification
series: (1) Interior & Vinyl Care, (2)
Paint & Fiberglass, (3) Safety & Environmental,
(4) Terminology, and (5) Wood
Trim, Metal & Brightwork. The full set
of exams costs $200 for members and
$400 for non-members. Each exam can
also be purchased individually for $50 for
members, $90 each for non-members,
and they can be taken in any order. Just as
with the Phase I certification exams, individuals
will receive two attempts for each
exam with their first purchase. If they do
not pass with an 80% or better after two
attempts, retakes will be available for $10
each. Also, like with the Phase I exams,
users will have a year to complete their
exams from the date of purchase of the
first exam or the complete set.
An 80% or better is required on all
five exams to pass and achieve the marine
certification. Once an individual earns
the certification, they also earn the privilege
of using the CD, MC designation
after their name (i.e. John Smith, CD,
MC). They will then be known as an IDA
Certified Detailer – Marine Certified for
as long as they maintain recertification.
As with all other IDA Certification
levels, marine certified detailers will need
to complete eight credits for recertification
every two years. A minimum of
two of the eight credits need to be marine-specific,
to show that the detailer is
keeping up with all the latest techniques
and technological developments in relation
to marine detailing. Similarly, the
Certification Committee will continue
to monitor the marine exams – as they
do for all current exams – on an annual
basis, updating the material as needed to
match new rules, regulations, and trends
as they arise.
The IDA knows that its members are
continuously looking for ways to better
themselves and improve the services they
offer to their consumer base. To that end,
the Certification Committee – along with
all the other IDA committees, task forces,
and Board leaders – are constantly working
on programs and offerings to improve
education and professional development
opportunities for detailers. In this case,
Marine Certification is just one of the
many ways the IDA is working to ensure
that the rising tide lifts all boats.
The IDA Marine Certification online
exams are available now. To get started,
The IDA wishes to extend sincere thanks to
the team responsible for bringing the exams
to fruition: Keith Duplessie, CD-SV, RT, Detail
Plus; Parker Richards, Colorado Boat Detailing;
Ben Thompson, Mavinate; Josh Buckler,
Shine Right Detailing; Mike Phillips, CD-SV, RT,
Autogeek; John Lakkis, Hula Boat Care; and
Nathan Warren, CD-SV, Frontline Shine.
PAINT DEFECT REMOVAL AND
ENHANCEMENT MADE SIMPLE
• WORKS WELL WITH ALL DA & RA
TOOLS IN TODAYS MARKET
• PAIRS WELL WITH LATEST
TOOLS & MORE
• CATERS TO ALL SKILLSETS, FROM
NOVICE TO PROFESSIONAL
• KITS AVAILABLE IN 5" AND &"
DETAILPLUS.COM || 503-251-2955
VOL. 5, NO.3 • FALL 2020 | AUTO DETAILING NEWS | 5
Why your shop’s equipment
requires scheduled care.
Bud Abraham is Founder and President Emeritus of DETAIL PLUS Car Appearance Systems,
with more than 40 years of experience in the car care industry as a manufacturer, operator,
distributor and consultant. He writes articles and gives seminars on the subject of auto
detailing throughout the automotive industry. He can be reached at email@example.com.
By Bud Abraham
When someone brings a vehicle to
your detail shop, you can tell if it has been
properly maintained. If it has not, what’s
your reaction? You probably feel that
the owner doesn’t bother to do the little
things that keep the car looking good.
You see that they rarely wash the car, has
probably never waxed it, or shampooed
the carpets. If there were jail time for cosmetic
vehicle abuse, this person would be
behind bars for a long time.
How, you ask yourself, can a person
spend so much money on their vehicle - one
of the largest investments they will make in
their life and then not take care of it?”
TAKE A LOOK
IN THE MIRROR
Look around your shop or mobile rig
at the investments you’ve made in equipment.
Are you properly maintaining
the equipment and tools that you need
to practice your chosen profession? Or
are some of your tools/equipment now
malfunctioning or not functioning at all
because of the abuse they have been put
through? You’re thinking about repairing
or replacing them, but they’re “doing
fine,” even though it might be costing you
in work quality and re-dos.
Most of your equipment and tools
need regular maintenance. Frequency
will vary, depending on the equipment/
tool, shop management, shop personnel,
and the level of respect an owner has for
their equipment investment. The following
is a list of equipment maintenance
tips that will help you focus on an important
part of your business.
Although not a comprehensive list
by any means, these tips might deal with
some equipment that your shop has let
slide. If this nudges you into taking another
look at that particular piece of equipment
and its maintenance, maybe it will
have saved you some part of your initial
investment or even a future job. Remember
that there is no “downside” to regular
maintenance. You’ll never see an article
titled, “The Pros and Cons of Equipment
Maintenance” because the “cons” simply
don’t exist. Properly maintaining your
shop’s equipment can only produce good
results for your bottom line.
Keep in mind that some tips presented
here may not apply to a specific manufacturer’s
equipment. Always follow the manufacturer’s
Regularly replace air filters and carbon
vanes, check oil and add or change if
necessary, open the valve to blowout condensation
or dirt, clean out water traps to
After a few years, your compressor
may have inadvertently become situated
in a less-than-ideal area of the shop.
Make sure that it’s placed in an area that
provides clean, fresh, breathable air that
is well ventilated.
Regularly check the belt to ensure
snugness. A loose belt could break the
belt down and throw the pulleys out of
balance. An overly tight belt, on the other
hand, may damage the motor and compressor
bearings. Check for damaged
wires around the belt area.
Check monthly for rust and cracks in
the body or tank of the compressor. If either
appears, it may be time for a brand
Check for bubbles or blisters in hoses
and replace before breakage can occur. If
you have a new compressor, allow for a
break-in period before you begin subjecting
it to the wear of everyday shop use.
If you use air tools, lubricate them every
day only with manufacturer-recommended
oil or install an automatic oiler
or lubricator in the air lines that power
the tools. (If you use electric tools, check
brushes and cords for wear).
Regularly check for worn parts that
will affect the tool’s performance. Since air
tools rely upon specific air pressures a worn
part that causes a drop in pressure can adversely
affect the tool’s performance.
Keep all moisture out of the air lines
by using a dryer or filter. Drain the compressor
daily and install moisture traps
and separators in the air lines.
Periodically check air tools to see if
they’re receiving the proper amount of
air pressure. Air pressure can be checked
at the tool by rigging a compression
gauge or an air-pressure gauge to a tee
fitting and then note the air-pressure
reading. Note this reading against the
running air pressure.
The most important thing to do with
electric tools is to change the brushes in
the motor regularly. Check the electric
cord for any fraying or loosening where
the cord goes into the tool. And, check
the condition of the plug regularly.
Periodically check all plugs, wires and
connecting cables for signs of fraying or
Regularly clean the outside of your
computer and its components, following
manufacturer recommendations. You
should not use aerosol sprays, solvents or
abrasives to clean your computer. Do not
allow moisture to get into any openings.
After a computer has been in your
shop for some time, it can be taken for
granted. If you’re not careful, some employees
will begin using it as a magazine
stand, memo holder or coat rack.
Avoid overheating of your computer,
make sure that all ventilation openings
remain clear and unobstructed.
Make sure the tips of screwdrivers are
free of dirt and grease, and keep handles
clean as well. Inspect tips regularly.
Check for wrenches with broken or
battered points - discard these. Inspect
ratchets regularly and keep each mechanism
clean and properly lubricated with
Periodically inspect sockets and replace
immediately if showing cracks or
6 | AUTO DETAILING NEWS | VOL. 5, NO. 3 • FALL 2020
wear. Make sure sockets are free of dirt
and grease both inside and out.
Organize tools on wallboards for better
access and inventory control. Install metal
supply cabinets for smaller tools that tend
to “walk away.” Use the last 15 minutes of
each workday for tool cleanup and for the
return of tools to proper places.
If you use respirators, check the mask
regularly for cracks, dents, etc. For cartridge-type
respirators, replace the cartridge
on a regular basis and at the first
scent of solvent odor. Replace the respirator’s
pre-filters when it becomes difficult
to breathe using the respirator. Check for
proper fit on a regular basis.
If you do paint touchup and use
spray guns, be sure to check the gun cup
gasket. Soak it thoroughly to remove all
traces of paint material, which can lead
to severe leaks.
Regularly examine and lubricate the
gun’s air valve, trigger-bearing stud, pattern-control
knob, and fluid-control knob.
However, do not overly lubricate. Check your
owner’s manual for lubrication intervals.
To clear a plugged side-port jet or
horn hole on the air cap, soak the air cap
in lacquer thinner, place the cap face up
on a piece of cloth held in the palm of
your hand, and use an air gun to blow
the passages clean.
If there are small nicks or abrasions
on the cup’s neck or rim, you can remove
The maintenance tasks and tips covered
in this article don’t take care of
themselves, of course. As already slated,
the importance of maintenance has to
be stressed by the owner or manager and
that maintenance philosophy has to be
adopted and carried out throughout the
shop. Here are some basic steps to take
to begin organizing your shop’s maintenance
them by using a 100-grit dual-action,
adhesive-backed sanding disc. Place the
sandpaper, grit side up, on an even, flat
surface. Before sanding, open the cup
rim, making it as round as possible. Also
check to see that the cup-locking pegs
are straight and not pointed toward the
ceiling due to previous, excessive lid pressure.
Then, turn the cup upside down and
move it in one direction over the sandpaper
until the edge is completely smooth.
• Make a list of the
equipment in your shop.
• For each piece of Equipment, list
the maintenance procedures you
should follow to care for
• List the frequency for each
maintenance task (daily,
weekly, monthly, etc.).
• Decide who will be in charge
of equipment maintenance.
You should empty and flush the vacuum
canister every night and clean the filter -
without exception! Check gaskets for proper
sealing, and hoses for cracks or leaks.
Empty and flush out the solution and
recovery tanks, clean and rinse filters every
day. Check all fittings for leaks and
hoses for cracks and leaks.
With a regular maintenance schedule,
you can track who is responsible for maintenance
problems. It also serves as a kind
of job description for the person assigned
to the maintenance, mapping out all the
duties expected of him. By listing the
procedures necessary for maintenance,
the schedule also serves as a checklist for
more accurate upkeep control.
VOL. 5, NO.3 • FALL 2020 | AUTO DETAILING NEWS | 7
Introducing new & improved products for professional auto, boat & motorcycle detailers.
system from Auto Magic
Auto Magic announces the launch of
their Professional Headlight Restoration
System that quickly restores yellowed
and foggy headlights up to original OEM
specifications. With the new system,
headlights can be restored up to 5 times
faster and with up to 30% less sanding.
A final coat is formulated to cure in 3-4
minutes with UV light or sunlight for
increased application flexibility while
providing a protective coating that helps
resist chips and scratches.
“Detailers want product solutions that
deliver quality results while saving time
and money,” said Steven Levine, Vice
President and General Manager ITW
Global Body Repair. “The Auto Magic
Headlight Restoration System delivers
professional results with fewer steps and
in less time, adding customer value and
helping increase the productivity of detail
shops. Best of all we stand behind our
performance with a 3-year guarantee.”
The Auto Magic Headlight
Restoration Kit includes materials and
supplies to restore 12 cars or 24 headlights—no
special tools or equipment
are needed. Kits are available from
authorized Auto Magic Distributors.
Additional product information and list
of distributors can be found on the Auto
Career Center from
International Carwash Association
The International Carwash Association has
launched the ICA Car Wash Career Center,
designed to connect employers in our industry with
candidates, job seekers, and talent. It’s never been
easier to amplify the benefits of working at your
operation or company; and it’s never been easier to
find opportunities in our business.
The Car Wash Career Center features postings
from all segments of the car wash business.
Jobs will be available at retail operators, suppliers,
Surface prep from Meguiar’s
Meguiar’s® M122 Surface Prep is a new and
unique formulation that was specifically formulated
with professional detailers in mind to equip them
with a pro-grade inspection spray that delivers
maximum performance, yet is still cost-effective.
M122 removes compound and polishing residue,
oils and fresh surface contaminants ultimately
allowing the detailer to fully assess the true condition
of the surface they are working with. Given
the highly competitive price point, detailers can
finally justify using M122 as an inspection spray
throughout the entire paint correction process.
Surface Prep is also the perfect choice to quickly
clean and prepare paint and ensure maximum
adhesion before applying a coating or touch-up
distributors, and facility or ancillary services like
marketing, finance, or HR.
Employers should know that the Career Center
is distributed and promoted to ICA’s global audience
of more than 25,000 subscribers and members.
These individuals include veterans to the industry
and those from “car wash families” as well as those
brand new or seeking entry into the industry. And
between now and October 1, 2020, all job postings
to the ICA network will be FREE to any employer.
paint. Without being
heavy in solvents, this
is body shop safe and
so it won’t run the risk
of swelling or staining
paint, making it
safer to use than pure
isopropyl alcohol. Whether an automotive detailer,
a professional in a paint collision shop, or detailing
enthusiast, this pro-grade inspection spray is easy
to use, delivers quick effective paint cleaning and is
still a cost-effective solution.
Fixtures from LSI
LSI Industries has launched a new line of high-performance
commercial wall fixtures. The new outdoor
luminaires feature a sleek, modern housing and offer
multiple temperature, distribution and lumen options.
Cost-competitive and energy-efficient, the new fixtures
are ideal for retail exterior applications.
“Our new commercial wall lights are among the
most competitive, scalable and affordable wall fixtures
on the market,” said Mike Prachar, Chief Marketing
Officer of LSI Industries. “Not only do they deliver
excellent photometric performance, they match the
aesthetics of our commercial area lights – giving property
owners the ability to create modern, attractive and
LSI’s new wall mount fixtures are easy to install,
featuring an external box for surface conduit, including
thru-wire, as well as stub conduit for use when a junction
box is not present. The new luminaires are available in
three sizes with outputs ranging from 1,500 to 20,000
lumens. The optics can distribute illumination in Type
3 and Forward Throw patterns at 3K, 4K and 5K color
temperatures that enhance visibility, safety and security.
In addition, the new products can be configured with
photocell sensors that automatically switch the lights off
during daylight hours – conserving energy and minimizing
associated energy costs. LSI’s new wall mount
product line is compliant with DesignLights Consortium
(DLC) premium standards, allowing customers to
qualify for energy rebates. The new products can also
comply with California’s Title 24 energy conservation
requirements and International Dark Sky standards.
8 | AUTO DETAILING NEWS | VOL. 5, NO. 3 • SUMMER 2020
U.S. Small Business Administration
P.L. 116-136 – Sec. 15010/15011
Plan for Use of Covered Funds
If you feel like you’re floating out to
sea, lost in a fog with money worries,
and Covid-based nightmares, there are
lifelines available, both financial and
advisory, for small businesses. But with so
many different platforms, and deadlines,
and red tape, it can be challenging to
know what opportunities are right for you
and your business. Here is a breakdown
of the various funding options, offered by
the Small Business Administration (SBA).
WHAT’S AN EIDL?
An EIDL stands for Economic
Injury Disaster Loan. On June 15, the
Small Business Administration resumed
accepting new EIDL applications from
all eligible small businesses. EIDL
proceeds can be used to cover a wide
array of working capital and normal
operating expenses, such as continuation
to health care benefits, rent, utilities, and
fixed debt payments.
Small business owners and qualified
agricultural businesses in all U.S. states
and territories are currently eligible
to apply for a low-interest loan due to
The SBA EIDL direct loan program
is administered by SBA’s Office of
Disaster Assistance (ODA), and offers
long-term, low-interest loans to eligible
small businesses, private non-profit organizations,
and agricultural businesses
that have suffered substantial economic
injury as a result of a declared disaster.
SBA has issued COVID-19 disaster
declarations for all U.S. states and territories.
Eligible applicants must apply
directly to SBA using the online SBA
COVID-19 EIDL portal (available at
COVID-19 disaster, Section 1110 of the
Coronavirus Aid, Relief, and Economic
Security Act (CARES Act) (P.L. 116-136)
authorized SBA to provide advances of
up to $10,000 to applicants that applied
for COVID-19 EIDL loans and self-certified
as to eligibility, while the applicants
await processing of their EIDL loan
applications. The COVID-19 EIDL
advance is a grant that must be used for
general business purposes.
When SBA disburses an EIDL
advance or an EIDL loan to an applicant
or borrower, all proceeds are
deposited ONLY into the verified
Financial Institution account belonging
to the eligible applicant or borrower.
For purposes of the EIDL program, a
verified Financial Institution account is
a depository institution account using the
Employer Identification Number (EIN)
or Social Security Number (SSN) entered
by the applicant or borrower in the EIDL
loan application. No third-party service
provider is authorized by SBA to receive
EIDL advance or EIDL loan funds on
behalf of an applicant or borrower.
As of August 24, 2020, 3,573,856
loans have been approved have been
approved across the United States
Each applicant must review and
check all the following (If Applicant
is unable to check all of the following,
applicant is not an eligible entity):
✔ Applicant is not engaged in any
illegal activity (as defined by
✔ No principal of the Applicant
with a 50 percent or greater
ownership interest is more than
sixty (60) days delinquent on
child support obligations.
✔ Applicant does not present
live performances of a prurient
sexual nature or derive directly
or indirectly more than de
minimis gross revenue through
the sale of products or services,
or the presentation of any
depictions or displays, of a
prurient sexual nature.
U.S. SMALL BUSINESS ADMINISTRATION P.L. 116-136 – SEC. 15010/15011 PLAN FOR USE OF COVERED FUNDS
Economic Injury Disaster Loan
Emergency Advance (EIDL)
P.L. 116-136, Sec 1107, Sec 1110
P.L 116-139, Division B Title II
Entrepreneurial Assistance -
Small Business Development
P.L. 116-136, Sec 1103, Sec 1107
Entrepreneurial Assistance -
Women's Business Ownership
P.L. 116-136, Sec 1103, Sec 1107
Entrepreneurial Assistance -
Centralized HUB FOR COVID-19
P.L. 116-136, Sec 1103, Sec 1107
Subsidy for Paycheck Protection
P.L. 116-136, Sec 1102, Sec 1106,
P.L 116-139, Sec 101(a)
CARES Act Debt Relief
P.L. 116-136, Sec 1107, Sec 1112
Subsidy for Coronavirus Disaster
P.L 116-139, Division B Title II
Salaries and Expenses
P.L. 116-136, Sec 1107
P.L. 116-139, Division B Title II
Disaster Administrative Funding
P.L. 116-123, Title II
P.L. 116-136, Title V
Office of the Inspector General
P.L. 116-136, Sec 1107
✔ Applicant does not derive more
than one-third of gross annual
revenue from legal gambling
✔ Applicant is not in the business
✔ Applicant cannot be a state,
local, or municipal government
entity and cannot be a member
Purpose and Use of Covered Funds
In response to the Coronavirus (COVID-19) pandemic,
small business owners in all US states, Washington, DC
and territories are eligible to apply for an Economic Injury
Disaster Loan Advance of up to $10,000. This advance will
provide economic relief to businesses that are currently
experiencing a temporary loss of revenue.
To provide management counseling, training, and
technical assistance to the small business community
through a network of Small Business Development
To fund private, nonprofit organizations to assist, through
training and counseling, small business concerns owned
and controlled by women, and to remove, in so far as
possible, the discriminatory barriers that are encountered
by women in accessing capital and promoting their
To establish an online platform that provides small
businesses with access to a consolidation of COVID-19
related information and resources from multiple federal
agencies that incorporates an online training program to
educate SBA’s Resource Partners.
U.S. Small Business Administration
$670,000 Guarantee The Paycheck Protection Program was established by the
P.L. 116-136 – Sec. 15010/15011
Loan program CARES Act. The Paycheck Protection Program is a loan
Plan for Use of Covered designed Funds to provide a direct incentive for small businesses
to keep their workers on the payroll. The effective period
is any from covered February mortgage 15 to June obligation, 30, 2020. any The payment program on any is
implemented covered rent obligation, by the Small or Business any covered Administration utility payment. with
support from the Department of the Treasury. This
program PPP lending provides authority small at businesses the current with subsidy funds rate to is pay $652
payroll billion and costs excludes including 7(a) benefits. program Funds authority can also also be included used to
pay in the interest CARES on Act. mortgages, rent, and utilities.
During As part the of the period coronavirus beginning debt on relief February efforts, 15, 2020, the SBA and pays
payments ending 6 months on of December principal, 31, interest, 2020, the and amount any associated of loan fees
forgiveness that borrowers under owe this for section all current will be 7(a), determined 504, and without
regard Microloans to a proportional in regular servicing reduction status in the as well number as new of fulltime
504, and equivalent Microloans employees disbursed if an prior eligible to September recipient, in 27, good
faith, 2020. is able to document the inability to rehire or return
to the same level of business activity as prior to February
$50,000 Direct Loan SBA is offering disaster designated states and territories
15, 2020 due to safety requirements related to COVID-19.
program low-interest federal disaster loans for working capital to
SBA will forgive loans if employees are kept on the payroll
small businesses suffering substantial economic injury as a
for 24 weeks after the date of origination, and the money
result of the Coronavirus (COVID-19).
is used for payroll for at least 60 percent of the covered
and may use
up to 40
amount for any
field offices operations for CARES Act program
1 implementation, as well as to prevent, prepare for, and
respond to coronavirus.
$582 Administrative To provide support for the administrative expenses to
carry out the Economic Injury Disaster Loan program in
response to coronavirus.
$25 Administrative To perform the necessary audit oversight of CARES Act
related loans and activities.
SBA ANNOUNCES NEW
REDUCED 504 LOAN
The U.S. Small Business
Administration announced the updated
interest rates for the 504 Loan Program
offered by Certified Development
Companies (CDC). Small businesses can
now apply for the lowest interest rates
since July 2018 as the program is now
10 | AUTO DETAILING NEWS | VOL. 5, NO. 3 • FALL 2020
We have answers!
Accounting expert Pat Shannon answers questions
on everything from PPP loans to tax forms to
In the hazy maze of this financial
quagmire thanks to Covid-19, many
business owners are left with questions.
The Small Business Administration (sba)
is offering help, but unless you’re an
expert in the field of economics, there
are opportunities for confusion and
frustration. Thankfully, Pat Shannon fits
the bill for the aforementioned qualifications.
Shannon is a car wash owner,
the President of the Heartland Carwash
Association and an expert in small business
accounting, payroll, personal and
business tax preparation. The following
are answers to questions posted to
Why doesn’t an S-corp qualify for
the PPP loan?
PAT SHANNON: Being an S-Corp does
not disqualify you from receiving a PPP
Loan and if you do not receive a PPP
loan you should explore the employee
retention credit. If your business is taxed
as an S corporation, your owner draws
are known as shareholder distributions.
It’s important to realize that these distributions
are non-taxable, which means
there are some pretty strict requirements
in place to prevent owners from taking
advantage. As an owner of an S-Corp,
you are required to pay yourself a reasonable
salary through payroll, meaning that
you are remitting payroll taxes on that
amount. You are allowed to take distributions
in addition to this salary, but it’s
best practice to have a combination of
the two rather than distributions alone.
We purchased our business about
two years ago from the owner on a
land contract and we have about a
year left to pay it off. We updated
our equipment and rehabbed the
building using a home equity loan.
Our LLC is a partnership between
my dad and me. I have noticed
that sole proprietors and LLCs
are specifically mentioned in the
stimulus package. From what I have
gathered so far it seems like we
may be able to get some assistance
based on the numbers that we
show as profit. Is this true?
The help you can receive depends on the
program that you are applying for. For
EIDL loans (applied for directly on the
Small Business Administration website)
they are revenue based. For PPP loans to
sole proprietors and LLCs that file taxes
on Schedule C they are profit based. You
stated you were a partnership, so your
1065 and K-1s would drive your eligibility.
The 1065 would document formal
payroll and the K-1s would document
owner draws or distributions. The last
day to apply for a PPP loan is August
8th, so see your banker right away.
Here we are with all of the overhead
of a small business without the
payroll. Are there any benefits
available for those who have been
affected by COVID-19? Utilities,
mortgage payments and equipment
loans are the same as any other
business with payroll…so, what is
available and how do we apply?
The time to take cookies is when cookies
are being passed around. That was the
advice that I gave Heartland Carwash
Association members back on April
4, 2020, when I laid out all the programs
available to help business owners. Now,
four months later, many of the programs
are closed or out of money. You have until
Aug 8, 202,0 to get a PPP loan, get to
your banker ASAP for details. Otherwise
the Employee Retention Credit
and the Employer Tax Deferral
programs will still be available to you.
I recently got this email: “You are
receiving this message as a notification
that your Economic Injury
Disaster Loan (EIDL) application
is currently being processed in
the order it was received. You
will receive an email notification
when there is a change to your
application status” and then I found
$1000 in my account. It doesn’t say
anything about it being an advance.
Should I assume that’s what it is?
Yes, EIDL Advances were deposited
without notice or explanation. Be happy
that you got the advance, as that program
quickly ran out of funds and has not
been refunded leaving the SBA owing
advances to many businesses and no
additional funds look to be forthcoming.
The Paycheck Protection Plan
loan includes the self employed,
so long as you have paid taxes as
a self employed business owner.
Therefore, you should be good for
2.5 times the monthly “payroll” as I
understand this so far. Is this true?
Yes, depending on the tax form being
filed and a few other details.
SBA’s plan for use of funds provided
through public laws
The Small Business Administration’s
plan for use of funds provided through
public laws: Coronavirus Aid, Relief,
and Economic Security Act (CARES
Act), the Paycheck Protection Program
and Health Care Enhancement Act,
and Coronavirus Preparedness and
Response Supplemental Appropriations
allowing 20 and 25-year interest rates at
2.214% and 2.269%, respectively.
“These are very encouraging terms
and very supportive of our nation’s goal
to bounce-back from COVID-19,” said
William Manger, SBA Chief of Staff and
Associate Administrator for the Office of
Capital Access. “CDCs” are the driving
force behind the 504 Loan Program.
The longer terms and low interest rates
support and encourage entrepreneurs
to step outside of the box and look at
real investments. We are pleased that the
504 Loan Program continues to show
double-digit year-over-year growth,
especially in these extraordinary times.”
Small businesses looking for information
on how to expand their business’s
real estate or improve their working
capital should visit: https://www.sba.
The 504 Loan Program is an SBA
business loan program authorized under
Title V of the Small Business Investment
Act of 1958, 15 U.S.C. 695 et seq. The
core mission of the 504 Loan Program is
to provide long-term financing to small
businesses for the purchase or improvement
of land, buildings, and major
equipment, to facilitate the creation or
retention of jobs and to support local
economic development. Under the
504 Loan Program, loans are made in
conjunction with private sector lenders
to small businesses by CDCs, which are
certified and regulated by the SBA to
promote economic development within
For questions about the 504 Loan
Program, please contact:
Linda Reilly, Chief, 504 Loan Program
VOL. 5, NO.3 • FALL 2020 | AUTO DETAILING NEWS | 11
NOV 18, 2020
FEB 4-6, 2021
Mobile Tech Expo
Gaylord Palms Resort
FEB 17-19, 2021
& Car Wash EXPO
Fort Worth Convention Center
Fort Worth, Texas
JUNE 7-9, 2021
Car Wash Show
Las Vegas Convention Center
Las Vegas, Nevada
SEPT 27-29, 2021
Car Wash Expo
Georgia World Congress Center
OCT 4-6, 2021
Atlantic City Convention Center
Hard Rock Hotel & Casino
*These shows are still scheduled
at the time of publication of this
issue. However, shows might still be
canceled due to Covid-19. Check
websites for each show for more
NRCC canceled for
2020, Hard Rock to
host 2021 convention
A press release from the Northeast
Regional Carwash Convention (NRCC)
Board of Directors, was sent out June 1,
2020, stating that the 2020 Convention,
that was supposed to take place in Atlantic
City in October, was canceled.
According to a letter from Suzanne
The Northeast Regional Carwash Convention
(NRCC) Board of Directors, after extensive
deliberation, has decided to cancel the 2020
show, October 5-7, at the Atlantic City Convention
Center in Atlantic City, NJ. This thoughtful
decision took into consideration the numerous unknowns
with a trade show in early October as a
result of Coronavirus (COVID-19). The board
felt that this decision would be in the best interests
of its exhibitors and attendees.
“We are concerned that large venue events
may not be an option in October, there could be
a resurgence of the virus in the fall and our carwash
economy will still be recovering,” said 2021
Show Chair Dave DuGoff. “In addition, even if
allowed, will people feel comfortable traveling and
congregating? These are certainly unprecedented
times and with that caution and safety are necessary,
but it was an incredibly difficult decision.”
That being said, the 2021 show, October
4-6, will include a reimagined education track
and show floor, as well as an elite keynote speaker,
and a move to the Hard Rock Hotel & Casino
for overnight accommodations on the city’s iconic
Boardwalk. “The 2021 NRCC will have a new
look and feel but still provide our attendees with
an intimate setting in which to learn, grow and
reimagine their operations,” said DuGoff.
Spending is up since May for small businesses
A report by CNBC stated that business
spending showed some signs of
green shoots in June, as manufacturers
bought more equipment and spending
shifted away from stay-at-home sectors
to ones that could rebound in a reopening
economy, according to Cortera, a
software company which analyzes business-to-business
But overall, June spending was still
depressed, down 10.9% from the same
month last year, and up just 2.7 percentage
points from the 13.6% decline in May
year over year, according to the company.
Cortera said spending by industries
that benefit from the work-from-home
trend, like internet retailers and food
and beverage stores, fell by 6 percentage
points in June from May, but is still 1.7%
above 2019 levels. “Gasoline stations and
food and beverage establishments and
other sectors that would benefit from reopening
spent 7 percentage points more
in June than in May, but that is still lower
than last year.”
The report also stated that 48 states
saw increases in spending from May to
June, with small and medium-size businesses
recovering at a faster rate than
large businesses, up 7 percentage points.
However, they were harder hit in March
and April, and small business spending
was still down 10% from last June.
Statement from SEMA about the 2020 SEMA Show
SEMA, the Specialty Equipment
Market Association, announced on August
5 that due to Covid-19 and concerns
that event facilities and services will be
unavailable, the SEMA Show will not be
taking place in 2020.
While both event organizers and industry
members have been working tirelessly
to deliver an outstanding SEMA Show
in November, mounting uncertainty has
rendered continuing with the event inadvisable.
SEMA expects the decision will
bring much needed clarity to an uncertain
picture and will help exhibitors, attendees
and partners plan accordingly.
Recent SEMA Show survey results
indicated interest in a possible virtual
tradeshow with related live elements.
SEMA will be working with industry
members to determine interest levels on
“The SEMA Show is committed to
furthering businesses in the automotive
specialty equipment market, and to providing
manufacturers and buyers with
the best opportunity to connect, promote
new products and discover new trends,”
said Chris Kersting, SEMA president and
CEO. “We appreciate the spirit, hard work
and innovation our industry puts into the
SEMA Show each year. While we are disappointed
circumstances prevent us from
hosting the Show in November, we look
forward to getting everyone together in
2021 for another outstanding event.”
Full refunds for SEMA Show exhibitor
booth deposits and attendee registration
fees will be issued.
12 | AUTO DETAILING NEWS | VOL. 5, NO. 3 • FALL 2020
Nano Glass Fortified Technology!
High Gloss Finish
Super Hydrophobic Effect
Available only through
SEMA offering eMARKETPLACE solution
SEMA, the Specialty Equipment
Market Association, announced today
that it is offering an online marketplace to
allow manufacturers and resellers in the
specialty automotive segment to connect
and conduct business. Taking place Nov.
2-6, SEMA360 was created after industry
members expressed a need for a viable
marketplace solution in the absence of
the 2020 SEMA Show.
“Creating a platform where the industry
can gather and discover new products
and trends has always been a SEMA priority,”
said Chris Kersting, SEMA president
and CEO. “SEMA360 is the ideal
solution to bring the industry together,
at a time when we’ve all been kept apart.
The platform allows qualified buyers to
interact with manufacturers, see innovative
new products, check out top SEMA
Show builds, and take in industry-leading
Show organizers gathered input from
industry members who registered concerns
with typical “virtual trade show”
solutions. The result is SEMA360, a simplified
platform where SEMA will help
manufacturers create a straightforward
brand presence that will reach quality
domestic and international buyers. With
a focus on helping the industry grow their
businesses, participating resellers will have
access to product offerings and demonstrations,
and manufacturer personnel.
“The industry made it clear there is
a void to fill,” said Tom Gattuso, SEMA
vice president of events. “SEMA360 addresses
that need by leveraging SEMA’s
exclusive buyer database to connect manufacturers
KEY FEATURES OF
• A simplified platform for
manufacturers to showcase their
new products and innovations
• Efficient interaction between
manufacturers and resellers for
quality business exchange
• SEMA vehicle reveals from
• Industry-leading education
focused on professional
development and new strategies
• SEMA’s unrivaled media contacts
amplifying news, products, and
innovations to a world-wide
Manufacturer applications for
SEMA360 will open Sept. 3, 2020, at
a SEMA-member rate of $495, and a
nonmember rate of $1,495. Attendee
registration, which opens mid-September,
will be free to qualifying buyers who
are SEMA members, and $25 to nonmembers.
Qualifying media will be able
to register at no cost.
Mobile Tech Expo Orlando!
Mobile Tech Expo Orlando is still on
the calendar – put it on yours! The Gaylord
Palms, our 2021 home, has already
hosted a safe and health centric event in the
convention hall. They’re preparing to host
other events through 2020 and into 2021.
Our hope is that the situation nationwide
continues to improve and we will all be together
again in Orlando in February.
In other MTE news, after the Las Vegas
Mobile Tech Expo was canceled due to
the pandemic, show organizers announced
that plans for the 2021 are still a-go.
According to a statement: Mobile
Tech Expo Orlando is still on the calendar
– put it on yours! The Gaylord Palms,
our 2021 home, has already hosted a safe
and health centric event in the convention
hall. They’re preparing to host other
events through 2020 and into 2021. Our
hope is that the situation nationwide continues
to improve and we will all be together
again in Orlando in February.
MTE also announced it is accepting
nominations for its People of the Year awards.
AWARDS HANDING OUT
AT THE EXPO INCLUDE:
• Detailing Person of the Year
• PDR Person of the Year
• PDR Tool Person of the Year
• Lifetime Achievement Award
• Windshield Repair Person
of the Year
• Rufus Lowery Mentor
of the Year Award
The Detailing Person of the Year
award honors the individual who has
made a difference in the detailing industry,
either through product innovation, service
to the overall industry through marketing
and advocacy or has advanced the industry
through mentoring and education.
WERE GIVEN TO:
• TOM NATIONS
(PDR Person of the Year)
Tom Nations was an industry leader in every
sense of the word. He always spoke honestly
about the pros and cons of the industry,
and was strong enthusiast of the industry
and an asset to the Dent Wizard Team. He
was straight-forward and always had a smile
on his face and brought one to those around
him. In his memory and to honor his consistent
support of the paintless dent repair
industry, Mobile Tech Expo has named the
PDR Person of the Year award after Tom.
• SID EMMERT MEMORIAL
(PDR Tool Person of the year)
Sidney (Sid) Emmert began manufacturing
his own tools when he started his career in
paintless dent repair after college. An industry
icon, Sid was a leader and mentor, and
his company DentCraft Tools became one of
the most highly regarded in the industry. In
addition to his PDR work, Sid also was well
known for his charity work with children as
he created the “Twinkie Drop”. But it is for his
many contributions in forwarding the PDR industry,
that the PDR Tool Person of the Year
award is named in his honor
• NAT DANAS MEMORIAL
Nat Dinofsky, who eventually shortened his
surname to Danas, owned a small trip shop
in the 1950s. He realized there was no way
to share information between trim & upholstery
shops, so he started Auto Trim News in
1951. This 60-year publication reshaped the
automotive aftermarket. Danas was a true
mentor, friend, and gentleman. The Nat Danas
Memorial Award honors those who have
also dedicated themselves selflessly to the
Auto Care industry.
OF THE YEAR
Honoring an individual for their contributions
through product development,
mentoring and advocacy or has advanced
the industry through other methods.
People who have passed away may
also be honored. The Rufus Lowery
Memorial is in honor of Lowery, a PDR
Tech was known to offer help to anyone
who needed it. Lowery, was killed in April
2006 at the age of 49 when he was robbed
by two men and killed for his tools and his
truck. In his memory, the Mentor of The
Year Award is named the Rufus Lowery
Mentor of the Year Award.
Nominations may be made by visiting:
14 | AUTO DETAILING NEWS | VOL. 5, NO. 3 • FALL 2020
Mobile Education Series by MTE
launched in early August, premiering
with Galit Ventua Rozen’s “Upleveling
Your Business” session. New videos will
continue to be uploaded on a weekly
basis on Mobile Tech Expo’s You-
Tube channel. The content will also
be shared on Facebook. If you have
any requests for content or would like
to participate as an educator, please
com. Viewers can look forward to more
content from Galit as well as from Rod
Puzey and Jody Sedrick at Zenware,
and Marty Hill at Total Auto Solutions
& The Pints and Polishing Podcast.
SBA warns of small business support scams
• SBA does not initiate contact on
either 7a or Disaster loans or grants.
If you are proactively contacted by
someone claiming to be from the
SBA, suspect fraud.
• If you are contacted by someone
promising to get approval of an SBA
loan, but requires any payment up
front or offers a high interest bridge
loan in the interim, suspect fraud.
• SBA limits the fees a broker can
charge a borrower to 3% for
loans $50,000 or less and 2% for
loans $50,000 to $1,000,000 with
an additional ¼% on amounts
over $1,000,000. Any attempt to
charge more than these fees is
• If you have a question about
getting a SBA disaster loan, call
800-659-2955 or send an email to
• If you have questions about other SBA
lending products, call SBA’s Answer
Desk at 800-827-5722 or send an
email to firstname.lastname@example.org.
• If you are in the process of applying
for an SBA loan and receive email
correspondence asking for PII,
ensure that the referenced application
number is consistent with the actual
The Office of Inspector General
recognizes that we are facing unprecedented
times and is alerting the public
about potential fraud schemes related
to economic stimulus programs offered
by the U.S. Small Business Administration
in response to the Novel
Coronavirus Pandemic (COVID-19).
The Coronavirus Aid, Relief, and Economic
Security Act (CARES Act), the
largest financial assistance bill to date,
includes provisions to help small businesses.
Fraudsters have already begun
targeting small business owners during
these economically difficult times. Be
on the lookout for grant fraud, loan
fraud, and phishing.
• Look out for phishing attacks/scams
utilizing the SBA logo. These may be
attempts to obtain your personally
identifiable information (PII),to obtain
personal banking access, or to
install ransomware/malware on your
• Any email communication from SBA
will come from accounts ending with
• The presence of an SBA logo on
a webpage does not guaranty the
information is accurate or endorsed
by SBA. Please cross-reference
any information you receive with
information available at www.sba.gov.
Expand your business offerings, and
join our growing list of franchisees with
opportunities available in multiple states
and countries! Contact us today to see
if your desired location is available!
PICK YOUR FUTURE TODAY!
Franchise fee waived for
U.S. Military Veterans!
VOL. 5, NO.3 • FALL 2020 | AUTO DETAILING NEWS | 15
Federal Government awards
record-breaking $132.9 Billion
to small businesses
In other SBA news, the Administration
announced in August that the federal government
exceeded its small business federal
contracting goal, awarding 26.50 percent
or $132.9 billion in federal contract
dollars to small businesses. That amount
is more than a $12 billion increase from
the previous fiscal year. Additionally, the
Fiscal Year 2019 Small Business Federal
Procurement Scorecard marks the second
time in Scorecard history that the women-owned
small business contracting goal
of 5% has been met*.
The federal government also added a
record-breaking one million jobs to the
American economy with $132.9 billion
in prime contract dollars awarded to
small businesses and $90.7 billion in subcontracts
awarded. Overall, the federal
government earned an “A” on this year’s
government-wide Scorecard, according
to a statement.
“I’m thrilled to report that the federal
government exceeded its set goals
and awarded a significant $132 billion
to small businesses in FY19,” said SBA
Administrator Jovita Carranza. “There
is good news for women-owned small
businesses too. For the second time in the
history of the Scorecard, the federal government
has met the women’s contracting
goal. For the seventh year in a row,
the federal government has also exceeded
the contracting goal set for service-disabled
veterans. The federal prime and
subcontracts awarded to small businesses
in FY19 equate to more than one million
jobs created. Every contract that gets in
the hands of a small business is a winwin
for our nation, entrepreneurs and
their employees, and the communities
they support. This is especially important
now, as our economy recovers from
the pandemic-related setbacks.”
FY2019 Small Business Federal Procurement
The individual agency scorecards
released today by the SBA, as well as a
detailed explanation of the methodology,
is available online.
• In FY19, the federal government
exceeded the service-disabled
veteran-owned small business and
small disadvantaged business goals
and the prime contract dollar awards
in all small business categories
increased from previous years.
• The federal government also
exceeded its subcontract goals for
awards to small businesses and
women-owned small businesses
and awarded more than $90 billion in
subcontracts to all small businesses.
*The prime contract goal achievements
by dollars and percentages for all
categories are as follows:
WITH CODE ADN20
PERMANENT PROTECTION • DEEP G
16 | AUTO DETAILING NEWS | VOL. 5, NO. 3 • FALL 2020
Dirty cars don’t get
you a second date
And, in case you need another marketing
tool, how about the fact that a dirty
car is a major turnoff during the early
stages of a relationship.
According to an April Fox News report,
when it comes to relationships, seven
in 10 believe having a dirty car is a turnoff,
according to new research.
A poll of 2,000 American drivers discovered
that 51 percent would go so far
as to end a first date early if their date
showed up in a dirty car, the story said.
“In fact, having a messy car is such
a massive turn-off that 23 percent have
even ended a relationship with someone
because of their filthy vehicle.”
The study, conducted by OnePoll in
conjunction with Meguiar’s, also found
that 68% of those with messy cars are
completely embarrassed to have people in
their car, given its filth.
Interestingly, 45% said containing the
mess in their cars is overwhelming.
HERE ARE SOME OF
THE OTHER FINDINGS:
• 24% said they avoid cleaning
their cars because they know it’ll
just get messy again
• 41% don’t think it’s all that
important to have a tidy car
while a further one in five don’t
even know where to begin when
it comes to cleaning their cars.
• 24% said they would much
rather clean their toilet than
have to tidy up their car.
• 62% of those surveyed
would rather have a dirty car
than a dirty home.
• 28% said they have empty
bottles taking up way too
much space in their cars.
• 78% said a clean car makes
them feel like they have their
life more together.
When asked about the junk found in
people’s cars, three in 10 revealed their
cars are filled with crumbs while a further
and three in five respondents said their
cars are filled with stuff they need to pursue
A majority of Americans believe their
entire life would be better off if they had
tidier vehicles, the story stated.
TOP 5 THINGS
THAN THEIR CARS:
1. Dishes 36%
2. Dusty shelves 29%
3. Kitchen sink 27%
4. Toilet 24%
5. Bathtub 24%
TOP 5 THINGS IN
1. Crumbs 30%
2. Empty bottles 28%
3. Food wrappers 25%
4. Old magazines 24%
5. A blanket 23%
LOSS SHINE • WEATHER RESISTANT
VOL. 5, NO.3 • FALL 2020 | AUTO DETAILING NEWS | 17
This is the dirtiest
part of a car
If you need a new marketing strategy,
a recent study might give you the
ultimate opportunity. According to the
study, a car stereo is 371% (or four times)
dirtier than a communal office toilet seat.
According to a July report in The
Drive, a recent study conducted by
Compare the Market discovered the
top five dirtiest parts of a car’s interior.
“Compare the Market is an automotive
insurance comparison website based in
the United Kingdom, and its study involved
testing ten different vehicles using
high-end surface test swabs and computing
systems to determine Relative Light
Units (RLU). An RLU reading is then
compared to the amount of Adenosine
Triphosphate (ATP) collected during the
swab. Basically, the dirtier the test area,
the larger the ATP amount, producing a
higher RLU reading. A high RLU reading
means gross, dirty, germy, cringing
levels of disgust.”
The ten vehicles tested included
family cars, work vans and luxury vehicles.
Each of the following areas were
swabbed: The shifter, indicator stalks,
steering wheel, driver seatbelt and seat,
interior door handle, windshield, stereo/
touchscreen, and rearview mirror. The
study also swabbed a toilet seat at an
office building to have a comparison in
bacteria levels, the story said.
According to the results, the dirtiest
area of a car is the stereo and in second
place was the shifter, racking up an RLU
reading 331 percent higher than the toilet.
HERE ARE THE TOP 5
2. Gear Stick
4. Steering Wheel
“Other results in this test showed that
a family car’s interior could be up to twice
as dirty as a work van. So, according to
this study, a contractor’s drywall dust-covered
F-150 is probably cleaner to eat in
than a new Lexus SUV with two car-seats
in the back,” the story said.
OSHA offers poster geared toward automobile
A new poster, available in English and Spanish, lists steps to protect automotive service workers from exposure to coronavirus.
Steps to Protect Automotive Service
Workers from Exposure to Coronavirus
The following steps can help reduce the risk of exposure to the
coronavirus for automotive service workers:
Encourage workers to stay
home if they are sick.
Provide gloves and masks or
other face coverings.
Maintain at least six feet
between co‐workers and
customers, where possible.
Offer pick‐up and
Close or limit customers
in reception areas and
Use "no‐touch" options
for payments and
Regularly clean and
disinfect all tools and
Discourage the sharing of
tools and equipment.
Cover seats and
sanitize key fobs and
steering wheels before
and after service.
Encourage workers to
report any safety and
For more information, visit
www. osha.gov/coronavirus or
call 1-800-321-OSHA (6742).
18 | AUTO DETAILING NEWS | VOL. 5, NO. 3 • FALL 2020 1-800-321-OSHA (6742)
OSHA 4070-08 2020
YOUR RELIABLE SUPPLIER FOR THE DETAILING INDUSTRY
PET HAIR REMOVER TOOL
• Engineered rubber blade keeps its grip for years
• Safe to use near leather, wood, and plastic - no
risk of damage to hard surfaces
• Compact and convenient
GRIT GUARD INSERT ®
Insert fits in the bottom of your wash bucket
and separates the grit from the mitt! Radial
surface design extracts particles such as dirt,
grit and grime from your wash mitt, providing
a clean, scratch-free wash mitt every time you
go back to the bucket for water. 12” diameter.
$5.99 DT1800-BK Black
$5.99 DT1800-R Red
PROFESSIONAL DETAILING TOOLS
ENAMEL SPRAY PAINTS
Single 12 oz. cans are available in
black semi-gloss and flat finishes.
Tough, durable finish for interior or
exterior use. Quick dry formula. For use
on virtually any type of wood or metal.
$3.79 DT1200-BK Semi-Gloss
$3.79 DT1200-BK-F Flat Trim
17” x 20” disposable floor mats -
500 per case. Plastic coating on
bottom prevents slippage and damage
to vehicle surfaces. Durable
Durable with heavy-duty
parts. Boasts low noise and
low maintenance. Blows
away dirt and grime on
seats, leather, tires, steering
wheels, rugs, carpets & more.
This highly active cleaning tool
can be used for all the same
applications as the Tornador
classic, but is more effective
on persistent spots and heavily
GREAT PRICING ON PROFESSIONAL POLISHERS
BIGFOOT 15MM RANDOM ORBITAL POLISHER
High speed and a tight 15 mm orbit (19/32”) make the LHR15ES perfect for
curved surfaces. Lightweight and powerful, provides equivalent cutting power to
larger units. 5” backing plate. 500W operation. RPM Range of 2000-5000.
BIGFOOT 15MM MARK III RANDOM ORBITAL POLISHER
High speed and a tight 15 mm orbit (19/32”) make the LHR15 Mark III perfect
for tackling smaller, curved surfaces. Lightweight and powerful, provides
equivalent cutting power to larger units. 5” backing plate. 500W operation. RPM
Range of 3000-5200.
BIGFOOT 21 MM RANDOM ORBITAL POLISHER
High speed and an expanded 21 mm orbit (13/16”) make the LHR21ES
perfect for tackling large surface areas. Lightweight and powerful, provides
equivalent cutting power to larger units. 6” backing plate. 500W operation.
RPM Range of 2000-4200.
BLOW OUT TOOL
This multi-use tool covers a larger
area that the air flow coming directly
from an air compressor. It channels
air into a powerful tornado-like
motion that quickly lifts dirt and
moisture from any surface.
BIGFOOT 21MM MARK III RANDOM ORBITAL POLISHER
High speed and an expanded 21 mm orbit (13/16”) make the LHR21 Mark III
perfect for tackling large surface areas. Lightweight and powerful, provides
equivalent cutting power to larger units. 6” backing plate. 500W operation.
RPM Range of 3000-4500.
800-233-3873 • DETAILSUPPLIER.COM
SUPER PLUSH MICROFIBER TOWEL
12 PACK • 16” x 16”
$14.50 DJMF8600-CHAR Charcoal
$14.50 DJMF8600-BK Black
WAFFLE WEAVE MICROFIBER TOWEL
12 PER PACK • 16” x 24”
$28.20 DJMF3200-BL Blue
$28.20 DJMF3200-DG Green
$28.20 DJMF3200-R Red
DIAMOND PLATE KIT
NANO CERAMIC POLYMER COATING
• 1 Vial of the Patent Pending Diamond Plate
• The Diamond Plate Warranty
• Applicator, Gloves & Microfiber Finishing Towel
• VisionBlade Hydrophobic Windshield Protector
• P.O.S. Customer Hand Outs
Everything you need to know about
fiber-based buffing pads
By Clint Hintz
Clint Hintz, IDA CD-SV-RT - Certified
Trainer, is the North American Sales
Manager of Buff and Shine Mfg. of Rancho
Buff and Shine acknowledges that
our industry is everchanging with tools
and polishing systems, which obviously
keeps a need for constant evolution with
buffing pads. In last year’s summer edition
of Auto Detailing News, foam pad
technology was showcased, so this article
will be covering the makeup and differences
in fiber-based buffing pads. One
objective is to educate our audience on
the actual makeup and differences in
these pads. Another objective is for the
audience to be better versed in which
types of fibers will work best with their
current or future processes. We believe
that this information will be helpful for
people in not only knowing the differences,
but how these different options may
help increase productivity and improve
A 4-ply twist 100% wool pad is an aggressive
pad-type that has gone through
prior manufacturing processes to reduce
the short fibers in the wool that throw
out lint, as these pads traditionally are
known to lint. This wool type can offer
an aggressive option with working on
painted surfaces, can be cleaned with
a spur to remove contamination much
easier than knitted or lamb’s wool type
pads. The lower the pile height will increase
the amount of cut that these pads
offer, which will typically work best on a
rotary type polisher vs. random orbital
machines. 4-ply wools have been around
for a long while, are older technology but
still very commonly used in the industry.
Some cons to these pads are they are
known to lint as well as using this padtype
will typically take training, as improper
usage can result in swirling and
even burnt paint. Most common is 100%
wool but you will find some pads that are
wool blends, the easiest way to identify
them is beige/white are wool and typically
colored ones are the blends.
✔ More aggressive
✔ Lower pile height
✔ Work best with rotary type polisher
✔ Easier to clean
✔ Lint easily
✔ Training needed
Single ply wool is a stitched wool
pad that has a similar construction to
a 4-ply and predominately made to be
used with a rotary buffer. This pad has
the same grade of wool as the 4-ply but
will be less aggressive than the 4-ply
twist and not as widely used. These
pads tend to throw a lot of lint, as it’s a
single ply wool and not twisted. It is like
a giant piece of yarn untwisted which
can make manufacturing more intricate
and equate to be a more expensive
pad in the market. Most common
is 100% wool but you will find some
pads that are wool blends, the easiest
way to identify them is beige/white are
wool and colored ones are typically the
blends. These wool types can be constructed
with 100% wool as well as with
a combination of wool and synthetic
✔ Made to use with a rotary buffer
✔ Less aggressive
✔ Throws a lot of lint
✔ More expensive
The knitted wool pads look like
sheepskin, but the wool is shaved from
the animal, processed through a machine
and knitted into the pad with
an actual machine. One benefit versus
twisted wools is a noticeable less amount
of linting from these pads. There may
be a small amount of lint from the manufacturing
process, but after this is blown
out the linting will be minimal. Another
attribute of knitted wool is it can be very
versatile in using with virtually any machine
types (rotary or DA).
One downside to this wool-type is
that once it gets wet, or if you use too
much product it can get matted up.
They do not clean as easily with a buffing
spur as a twisted wool, nor will have
the longevity but can be kept cleanest
by brushing regularly during use.
✔ Less linting
✔ Very versatile
✔ Easily mats up when wet
20 | AUTO DETAILING NEWS | VOL. 5, NO. 3 • FALL 2020
The most common pad construction
with microfiber typically contains
a higher pile (predominately for finishing)
or a lower pile which would make
more aggressive for cutting and/or
polishing. You will see these pads made
with various foam interfaces and again,
typically thinner foams will offer more
of a cut as the closer to the paint the
machine gets. Regarding tools, thicker
foams will increase durability in lower
stroke machines and typically the thinner
the foam will increase durability in
the higher the stroke (15mm or 21mm).
A thinner foam interface will not sway
as much equating to longer durability
of the pads. Most microfiber pads designed
for a longer throw machine will
have a hole cut out in the middle to reduce
the heat build-up, as pads will tend
to hold heat in the centers, which over
excessive heat will cause the foam to
collapse. These pads work exceptionally
well with random orbital machines but
due to the low pile height can get loaded
up and will require regular cleaning
with a brush during use for best results.
The majority of the pile materials are
100% polyester and different yarns can
be manufactured at different denier
(thickness), which means they can be
finer or more course depending on the
thickness, even though they are considered
micro-fiber. You will see various
colors of micro-fibers in the market
which will not always mean anything
regarding cutting ability, but other materials
can be added to increase cutting
✔ Offers more of a cut
✔ Longer durability
✔ Work well with orbital machines
✔ Regular cleanings required
Always keep in mind that not all fiber
(wool and microfiber) based-pad types
work the same with different polishing
systems and paint types. In fact, in many
instances pad choices can require some
trial and error. There are numerous ways
that fiber-based buffing pads are measured,
but the information is this article
was put together as a starting point to
help choose the best pad for your current
and future projects. This information is
not presented to “steer” you towards a
particular pad type, but to rather provide
data to and education to help choose
which pad type will work best for your
preference and service options offered.
PROFESSIONAL AUTOMOTIVE DETAILING
CHEMICALS & ACCESSORIES
C H E M
I C A L S
TO ALL OF OUR MALCO DISTRIBUTORS
both domestically and in over 70 countries for sticking by us in these trying times.
For over 65 years Malco Distributors have been
the backbone of our organization, and now, more than
ever we appreciate your support and dedication to the
brand and our industry!
SURFACE CORRECTION / SURFACE PROTECTION / DRESSINGS / INTERIOR CLEANING / EXTERIOR CLEANING
@Malcoautomotive @Malcoautomotive Malcoautomotive Malcoautomotive
VOL. 5, NO.3 • FALL 2020 | AUTO DETAILING NEWS | 21
0000 Malco Auto Detailing News Ad_August2020.indd 1 8/21/2020 3:34:39 PM
Your Pad Specialists
HDO PADS - LONG THROW PADS
Heavy Duty Orbital (HDO ® ) pads are designed for long throw polishers specifically, to offer a
durable DA foam pad option. The dual layer design feature incorporates the benefits and
concepts of both thick and thin pads, as well as the advantages of a tapered profile and exact
fit style pads. The HDO line consists of 5 pads that includes a One Step Microfiber Pad.
JUST ONE OF THE INNOVATIVE PRODUCTS FROM LAKE COUNTRY MANUFACTURING
FIND MORE AT LAKECOUNTRYMFG.COM
HDO Blue Heavy Polishing Pad
Available for 3, 5 and 6” Backing Plates
INNOVATED BY DETAILERS
DESIGNED BY ENGINEERS
TESTED BY PROFESSIONALS
5 IN 1 ELECTRIC
POLISHER & SANDER
Introducing the world’s first and only 5-in-1 random orbit and rotary polisher,
the UDOS ® 51E. Forget switching tools, just adjust the collar and rotate
through 5 high-performance functions on the fly.
The UDOS ® 51E preorders begin shipping September 2020.
Find your local distributor on LCPowerTools.com
THE BUSINESS OF
What Type of
Do I Want to Be?
By Rob Schruefer
Every person who opens a detailing shop,
or is mobile, has to decide what type of detailer
they want to be. I am not talking about how
they will be as a person, I am talking about who
the target market is for their business. Within
the detailing community there are several
“types” of detailers (in no particular order):
✔ Car wash/Express
✔ High-end boutique
✔ Commercial, and
For years, on forums and Facebook, some
of these factions have been negative towards
one another. There seems to be a segment of
the detailing world that thinks if you are not
doing high-end paint corrections and coatings
you are not a real detailer, and that there is
no money to be made. I can tell you, from
someone who does not limit themselves to
a single category, that this is absolutely false.
Every segment of the detailing industry can
be profitable and can create the base for your
business. In this article we will explore the different
options and avenues that a detailer has
when they are deciding what type of detailer
they want to be.
This segment is given the
hardest time, but the reality is
it is where most of us got our
start. The detailing industry’s low
cost of entry creates a new flock of
express detailers every year, so it is important
to separate out the “bucket brigade”
as they are sometimes called, from
the professional detailers who just focus
on the more economical end of the detailing
world. There are a lot of vehicle
owners that just could never wrap their
head around spending thousands of dollars
to have their vehicle cleaned. The
express detailer lives in the $60-$300 detail
realm, and this is also where the vast
majority of residential
of these customers
a day depending
on what service they are
providing. Regular and maintenance customers
also make up a large amount of
the sales. Since these customers can also
be serviced in a detailing shop or with a
mobile unit, the ability to scale your business
is completely based on your drive
and ambition. The downside to this type
of detailing is that it is weather/season
dependent, and it requires a constant
flow of customers to make sense.
The high-end market is where
every detailer aspires to be when
they start out in their detailing
journey. This is the glamorous side
of detailing that makes for great
pictures and industry fame. The volume
is low, but the average ticket price
is high, sometimes very high. A single
detail can run well into the thousands
and may take days to complete. There
is also the added advantage of working
on Ferraris, and not filthy minivans. It
takes years of experience to break into
this category, and even more to establish
the reputation for customers to trust you
to spend that kind of money. High-end
detailing also requires very few or any
The work can
be done by
you, or one
or two other
This keeps the
profit of the business
high without having to strive for huge
revenue numbers. The downside is the
length of time it takes to establish yourself
at this level. There are far fewer of
these clients to go around, so they can be
harder to get even when you have been
established for a while.
24 | AUTO DETAILING NEWS | VOL. 5, NO. 3 • FALL 2020
are those that focus on regular
or large corporate contracts
to support their business. The
number of businesses out there
with a fleet of company vehicles is
staggering. They exist everywhere and
could have hundreds of vehicles that need
to be cleaned on a regular basis. Companies
with large fleets have a hard time persuading
employees to clean or take care
of a vehicle that is not theirs, and possibly
shared with others. Large accounts like
Amazon, or FedEx are constantly looking
for detailers to do basic washes on the exterior
of their delivery vehicles. Once you
have gotten a contract, it is fairly easy to
keep it as long as you are doing what is
asked of you. Long term contracts and
solid word-of-mouth advertising is all that
is needed to generate work, so marketing
and advertising budgets can be significantly
lower than residential
detailing. The downside
to commercial detailing
is it often requires
“off hour” working.
are normally in use
during regular business
hours so cleaning them requires
either long weekends or
those that work at dealerships
or auctions, have
always been considered
the bottom of the detailing
world. They get the
reputation of not being good
detailers or being hacks. The problem
with this train of thought is that they are
not offering the same service as a highend
detailer. I have an auction that can
do 300+ cars a day. The service is more
like an express than a detail, but the coordination,
training, and teamwork that
is required to produce that many auction
quality vehicles every day, six days a week
is quite an undertaking. Also, production
detailers have steady work, year-round.
Dealerships are constantly selling cars and
need someone to be there to clean them.
The revenue that can be generated is also
nothing to be ignored. A small dealership
will generate $100k+ a
year in revenue, and a high
functioning dealership or
auction can be upwards
of 5 million. Since a lot
of production detailers
are embedded in the locations,
there is very little
overhead outside of supplies
and labor. The downside to the
production world is that you get much less
per vehicle and that you are a contractor
for someone who probably does not think
that highly of the detailing department.
To make large amounts of money in production
detailing, volume is the key.
I have laid out the four most common
types of detailing businesses. There
is nothing to say you have to fit exactly
into one of these categories, or even stick
to just one. My business operates in all
four. It is important to know as a detailer
that there are other options out there,
and there are successful people in all
categories. Do not limit yourself or your
company’s growth by thinking that there
is only one path to detailing success.
Rob Schruefer is the owner of On
The Spot Detailing out of Columbia,
Maryland. He proudly serves on the
board of the International Detailing
Association and works tirelessly to
ensure that detailing business owners
receive business development support
to help them achieve their goals.
VOL. 5, NO.3 • FALL 2020 | AUTO DETAILING NEWS | 25
We’re not in
Of course, there’s nothing wrong
with Kansas, or any other state in the
beautiful country that is America. But,
let’s face it, the last six months have
made us all confined to our homes, our
workplaces and sometimes even our
state borders. So, let’s go on a little trip.
First, we’ll head south of the equator
to South America where we’ll meet a
detailer in Argentina. Next, we’re off a
little further north to the Middle East to
meet a detailer in Saudi Arabia. And,
finally, we’ll head further north to the
beautiful European island of Iceland.
So, let’s buckle up, and do a little
globetrotting to three different continents
and meet other detailers around
26 | AUTO DETAILING NEWS | VOL. 5, NO. 3 • FALL 2020
We’re off to see…
of Buenos Aires, Argentina
What is your name and
My name is Ricardo Martinez I´m 47,
and my shop´s called “JMP Valeting
Detailing”, JMP are the initials of my
kid’s names: Juan Manuel (19 years old)
and Paula (10 years old).
How long have you been in
the detailing business?
I went full time in May 2009, so it’s been
eleven years now. Eleven exciting years!
What was your background
before the auto detailing
My parents owned a Gas Station since
the end of the 60s, and that was our
family business, it was a medium-sized
facility with an oil change service, a
convenience store and car wash. It was
mainly intended for trucks as the gas
station is located close to an important
National Road about 25 miles south of
Buenos Aires (Argentina´s capital city).
I also would like to mention that I got
a degree in marketing from a university
and got a degree in English Teaching for
primary and high school. I never worked
as a teacher though, and preferred to
work with customer service for several
American companies such as At&t,
Western Union and Microsoft… those
years of customer care experience ended
up being very useful when building up a
clientbase for my detail shop.
Do you have a fixed
location or are
you a mobile detailer?
Luckily, I can say both. I kept my old gas
station facility to provide a car wash and
detailing services to my small town neighborhood,
which was my first customer
base. About March 2018 we expanded
to Buenos Aires to deliver retail detailing
services in the northern Buenos Aires
area. We opened a shop with a partner
in a very fluent and wealthy neighborhood
with good business performance,
but costs increased and I decided to
turn to corporate
ended up providing
a constant workflow
and I saved rental
expenses by working
onsite at their facilities.
By October 2018 we started
to take new car dealers’ work, we
call them “official dealers” as they are
manufacturer distributors. We have
official Toyota, Chevrolet, Ford, Honda,
Chrysler-Fiat, Peugeot and Citroen
dealers. Now, with these dealerships we
work for them in their facility as well, or
they assign a determined place for us to
detail their units. This is convenient in
two ways: It means low overhead for us
and is safer as new units never leave the
dealer´s building. I have a partner in this
venture (Engineer Sergey Smirnov), who
works in window tinting and has been
providing this service to many important
official dealerships since 2003, and has a
good reputation within the main dealers
in Buenos Aires.
I also started to make a business
connection with a very important collision-repair
shop that specializes in making
vehicles bulletproof in Buenos Aires.
Bulletproof vehicles are becoming more
and more demanded, and this Covid-19
pandemic has increased a need for security
for wealthy people. Most of the work is
performed on high-end vehicles, and, again
in this case, detailing comes as a part of the
process of making vehicles bulletproof at
the very end of the production line. Then
it’s the quality assurance check and the
car/truck is delivered to the customer. The
whole process may take a month.
We’re off to see…
of Jeddah, Saudi Arabia
What is the name
of your operation
and where is your
We are agents of the
American DETAIL PLUS
company and we are headquartered
in in Jeddah. We
have branches in Riyadh,
Al-Khobar, Tabuk, Jizan, Yanbu,
KhamisMushait, and Abha.
When did your
We started in 2002
Why did you choose
this line of work?
I have chosen this business because of
my love and passion for sport and luxury
cars which started during my childhood.
I used to buy weekly magazines related
to cars when I was 12 years old. My love
and passion for car news made me admire
this activity since the opening of the first
branch of the company even before I was
an agent of it. I was 18 years old then. I
decided to get into the trading world once
I graduated from university and I chose
the car polishing activity as a hobby.
Eventually, I obtained the company’s
franchise in the first branch that I
launched in Jeddah for nearly 10 years
before obtaining the agency at the level
in Saudi Arabia. After that, I got the
agency for the whole Gulf.
VOL. 5, NO.3 • FALL 2020 | AUTO DETAILING NEWS | 27
of Selfoss, Iceland
What is the name of your
operation and where is your
It is known under the name Detail
Ísland (Detail Iceland) But the name
of the company is My Island and we
are located in a town called Selfoss
which is 50 km outside of the capital
When did it open?
The company was founded in 2015.
Before that I had been color correcting
cars for about 20 years.
How did you learn about the
detailing industry and the
I have had a massive interest in cars
since I can remember. I burned through
my first panel at age 11. Since then I
have burned through probably 100
panels. My skills started to develop right
before the year 2000 when I met an
Italian guy rock climbing in Italy. His
family owns a detailing company and
we became good friends and he helped
me out a lot. Unfortunately, he passed
away a few years later in a climbing
accident. When YouTube came along it
gave all of us lots of knowledge. I have
also made several trips to both sides of
the pond to learn and train.
What services do you offer?
We just do color correction, coatings,
high-end detailing and PPF. We also
have training classes and offer 13
different trainings that everybody
can join. Training covers everything
from how to wash a car to high-end
Is auto detailing a wellrespected
The word “detailing” was not known
in Iceland when I started my business,
but now people are starting to understand
what we do. We have come a
long way but there is even a greater
road ahead of us.
What is your clientele like?
What types of vehicles do
you mostly get?
The car culture is a little bit different
in Iceland than other countries.
There are two Ferraris in Iceland,
no Lamborghinis, but we do have
a Porsche dealership. We probably
mostly do American pick-up trucks
that have been modified with bigger
wheels and SUVs like a Range Rover
and Audi Q7.
Our clients are basically everybody
-- farmers, fishermen, soccer moms,
business owners, bankers… etc.
Is there a lot of competition
in your area?
There are a lot of people cleaning cars
in Iceland but not too many high-end
detailing operations (there are a few
trying and not many succeeding). The
biggest problem is guys are not getting
their education right. Everybody
needs to train and practice -- that’s the
only way to learn. At our workshop
we have a section that is set up as a
training center where we train people
in color correction. That is my happy
place -- I can spend a lot of time there
testing pads, compound techniques
and whatever else comes to my mind.
There is a side effect on working
with high-end cars -- You acquire an
expertise on these units which is the
most important thing. And, it increases
the perceived value a customer sees
in your service, which means you can
charge more. Perceived value, experience
and reputation are a detailer´s most
important tools to market their services
and improve sales, margin and workflow.
Mobile detailing on the retail side
has not developed yet in Argentina;
sometimes we use our small Volkswagen
minivan and take care of some
customers here and there, but we basically
focus on car collectors, high-end
paint-shops with classic car projects,
and concourse or car shows. I participate
in AutoClasica which is our main
Antique and Classic Car Contest, and
is considered to be the most important
event of this kind in South America.
And, proudly, we got second place last
year with an old 1959 Wartburg.
In 2014 I was invited by the official
Chevrolet Racing Team to work on their
race cars and I ended up establishing a
very important relationship with them,
and got to know lots of people such as
professional drivers, automotive engineers,
motorsport journalists, advertising
agencies and Chevrolet executives. Good
contacts are important in this business; I
find that a detailing venture depends on
Being part of the Chevrolet team also
allowed me to do some detailing for my
community such as Car Museum units.
Now I´m into some military unit restoration
projects for the Falklands War
Veterans, which Is not about money but
about giving back to your community.
Do you have any
Ricardo Martinez: Well we are a
very small business. At the carwash we
have two employees mainly for the daily
wash and wax work. My older son operates
the former gas station operation
since last year and that has helped me
a lot to develop my corporate customer
base in Buenos Aires at the armor car
operation. I started solo but I will soon
increase production with a partner that I
work with at the dealerships, and maybe
will add two more employees, but my
dealership work depends on how the
economy recovers from this pandemic.
My wife helps with administration,
marketing and customer care aspects.
What services are offered?
On the retail facility we have a
very loyal clientele, mostly car wash and
interior work is what is most demanded.
Our car wash services include
1957 Chevrolet Belair totally restored by my good friend Dany Coronel,
what you see at the back is a Chevrolet Silverado 1981 truck
28 | AUTO DETAILING NEWS | VOL. 5, NO. 3 • FALL 2020
How and where
were you trained?
At the start, we got the training from
the previous agent. However, later on, we
got the training from the main company in
America from Mr. Bud Abraham himself,
the owner of the company.
are considered as one of the biggest
names in the market. We are the first
company that works in this field in the
Middle East. Moreover, we offer quality
with appropriate prices.
What is your clientele like?
in the winter, etc?
Heat and sand affect the cleanliness of
cars greatly from the inside in addition
to the paint of vehicles. We also suffer
from people using dish soap in washing
their cars, which spoils our work and the
materials that we put on their cars.
What services do you offer?
✔ Auto Detailing
✔ Window Tinting
✔ Ceramic Coating
✔ Paint Protection
We receive in our branches all kinds of
regular and luxury vehicles and we have
customers of all levels.
Is there a lot of
competition in your area?
How do you advertise
We promote through modern social
networking websites, such as Snapchat
and Instagram, etc.
service can be done for the car without
leaving it or even moving away from it until
completing the work completely. All equipment
is designed by Mr. Bud Abraham, the
founder of the company.
Is auto detailing
a well-respected industry
in Saudi Arabia?
Yes! It is very well-known and has had a
lot of investors in recent years.
Why do you think you
have been successful?
Our customers like us because we
Yes! The competition has become very
massive in recent years.
What are some of the
biggest issues affecting
vehicles in the Middle
Eastern climate? For instance,
we have pollen here in the
Spring, love bugs, salt damage
What is your favorite
detailing tool and why?
We use the company’s Detail Plus materials
and equipment. We are the first company
to manufacture the necessary equipment
to operate an auto polishing center in an
integrated manner, according to the factories’
production line method, so that a full
What is your life
like outside of the
I am a B.A. holder. My other projects are
only in the field of real estate investment.
I have some investments in Saudi Arabia
and Dubai. And, I am married and have
four sons and daughters.
Detailing the iconic Masera6 300 Sport driven by Juan Manuel Fangio
Williams Cosworth 1981 Formula One car driven by Carlos Reutemann.
I coated this unit with a special SiO2 Coa6ng provided and shipped
specially by Gtechniq from the United Kingdom.
VOL. 5, NO.3 • FALL 2020 | AUTO DETAILING NEWS | 29
In a normal year we get around 100
people through our training courses.
Since the pandemic started I have not
been doing any courses as I don’t want
to jeopardize the work at the workshop
if I got sick. We will hopefully start
again in the autumn.
What are some of the biggest
issues affecting vehicles over
Iceland, as the name suggests, is quite
brutal when it comes to ice.
Volcanic ash is blowing around in
the atmosphere every day. It is super
fine and can easily scratch the surface
of a vehicle. We have massive winters
with a storm coming in at least once a
week -- sometimes we get seven storms
in seven days.
I am quite certain that we have a
world record in terms of salty roads,
causing lots of rust damage. Our road
system is terrible, with badly made
asphalt, lots of stone chips and a huge
How do you advertise your
My philosophy is that a good job will
advertise itself, and a bad job will
destroy your company.
During a normal month for us we
have about 20 cars waitlisted, so we
don’t have to advertise too much. We
do all kinds of advertising on social
media. Facebook and Snapchat are
our biggest social media platforms.
We also do newspaper, radio and TV
What is your favorite
detailing tool and why?
This is a really hard question -- it’s like
asking me which of my cars I love the
most… After a long and hard thought I
think I would have to say sandpaper and
a rotary machine. Those two items have
gotten me to the place where I am today.
undercarriage pressure washing using an
electro-hydraulic 2-post lift capable of
lifting cars, trucks and even some minivans,
up to 10,000 pounds. Also, our
engine steam cleaning is in demand and
we detail cars and do some repairs and
repaint in partnership with a paint-shop.
We outsource PDR, window tinting and
car wrap with very good professionals.
Some retail customers have very
exclusive cars and need specialized
services… the kind of work these
customers give us is rewarding on the
financial and professional side. We are
always ready to take good care of our
dealers. When sales improve dealers
provide good work volume. We perform
basic one-step detailing, and sometimes
paint correction for showroom cars.
A few years ago, we took used car
dealership work, but paint correction in
these units takes too many man hours
and most of the time car dealers go
for the cheapest work instead of more
quality, so I decided to focus on new car
distributors. Working on new units takes
less working time, less cost in products,
pads, and we obtained quite a good
reputation as professionals working on
brand new vehicles.
The government does not detail
their units and our local county has their
own car wash facility and paint shop
(that is operated by my brother-in-law).
Nevertheless, working for the government
demands very strong financial
foundations as they are a very slow payer.
Car collectors have offered me big
opportunities as exclusive Car Clubs
always need a good detailer at hand and
this is a very profitable market niche.
Is there a big retail market
in Argentina for auto
If we talk numbers, according to the
Argentinean Car Dealers Association
(ACARA), there are more than 14
million cars in Argentina with an overall
population of 45 million people. There
is a car for every 3.14 people. Last year
only 350,000 new units were sold, and
the average car is 11 years old. Even
during this bad economic time, detailing
shops are opening everywhere. On a
High-end units being detailed, White Mercedes Benz A250 AMG 2020
plus BMW X2 M 2020, this vehicles were coated with Sillica-based
good year Argentineans can purchase
1 million new units, so there is potential
for growth. Is important to add that we
are one of very few countries in Latin
America that have several factories,
therefore the automotive industry is very
important in Argentina.
Anyway, there’s a huge gap between
the USA and Latin America in terms
of the number of cars compared with
population. For example: The USA has
an average of 965 cars for every 1000
people, and that average is reduced to
265 cars for every 1000 in my country.
The flip side is the culture: There
is almost no DIY culture in Argentina
so most people like to have their cars
detailed by a professional. In some provinces
there’s a strong car-culture which
is mostly related to car manufacturing
and motorsports. For example: Cordoba
is the second city in population after
Buenos Aires, and important automotive
brands such as Fiat-Chrysler, Renault,
IVECO and Honda produce cars there.
Also, auto parts industries have their
factories here such as LEAR, and the
VW AG Group to mention a few.
Motorsports is an important activity
in this region; more than 50 professional
racing teams are located in Cordoba
and surrounding areas, they even have
a WRC Contest every year. Cordoba
is to Argentineans what Detroit if for
Americans, it is where our automotive
industry was born.
What are some of the
biggest problems you face
I could name the lack of supply variety
such as DA polisher machines, accessories
and products as the number one
problem, but I wouldn’t say “only in
Argentina.” This is a problem for other
parts of South America, Chile, Uruguay,
Peru and Colombia.
Car prices and car sales have an
impact on detailing. Back in 2012 when
car sales were at a record high and the
high-end market was performing well,
detailing shops were full, and we were
booked even a few weeks ahead. With the
recession, inflation and this pandemic
most distributors and auto dealers are
struggling to survive. Our administration
locked down starting on March 18 with
an announcement of our president on
TV, I’m writing this on June 7 and this
has harmed our economy to the bone.
So, here comes our third problem:
The future. At this moment we can only
say that many
businesses are going to close. My particular
case is quite unique… I have very low
overhead, I own my property, my shop´s
property and work mostly on customer
facilities, so over the last five years I have
decreased my operating costs dramatically.
I even keep my transportation costs very
low by leaving a set of machines in my
corporate customer´s shop and I organize
workflow to optimize car usage. Keeping
costs low has not been a problem, but
more of a constant struggle.
Are there many suppliers of
detail products in
Supplies are sometimes hard to get.
Some brands, many to be honest, don’t
reach these regions. When it comes to
30 | AUTO DETAILING NEWS | VOL. 5, NO. 3 • FALL 2020
accessories and machines it gets worse.
Simultaneously, some Asian brands are
establishing a presence here, but with
low quality products lots of machines
are sold with little to no manufacturer
warranty. Product options are reduced
to a few global brands such as SONAX,
Meguiar’s, 3M, Menzerna, 3D or Koch
Chemie. Other brands are made available
here but not for an official dealer,
distributor or branch and the products
are highly taxed as well.
On the flip side we have a few local
manufacturers getting into this market.
There´s an Argentinian chemical engineer
that produces a set of detailing
products with decent performance and
our neighbor Brazil has an important
manufacturer that has been historically
a huge player in Carnauba wax
production and now is producing high
performance detailing chemicals with
Approximately how many
detail shops are in
We are about 5,000 detailers in Argentina
now, some detailing shops are shared with
a car wash facility, or some kind of business
related to cars. That number includes a
good amount of part timers that work
on weekends. But one aspect I want to
point out is there could be some thousand
so-called “detail shops” in every city, but
there could be hundreds of guys detailing
cars for dealerships, collectors, going
mobile or even detailing museum cars. We
could count them as detailers as well.
Anything else you can tell
me about the detail market
A country such as Argentina has its
particularities for instance, you have
subtropical forests in the northeast, high
altitude deserts in the northwest close to
the Andes, and glaciers. High mountains
and blue lakes like Switzerland in the
southwest and plains along the entire
Snow and salt removal is a must in
the extreme south provinces of Santa
Cruz and Tierra del Fuego. Red soil with
high iron rust content can be a nightmare
on car interiors and chassis if you
live in the northern Misiones province.
Sun can really damage a clear coat in
the highlands of Jujuy. Dirt roads in the
Pampas are covered with a thin dust that
can easily pass through your door jamb
rubber seals if they aren’t in good shape,
gravel roads in Patagonia can literally
remove undercarriage protection and
rust your car chassis severely, so for us
detailers it is not always just a polish and
wax. Interiors get very dirty and molds
grow fast if you don’t vacuum your car
properly, as average humidity in the air
is beyond 70% in my region, and bad
odors can easily infect a car interior.
Within Latin America the Argentinean
detailer is much respected as well as all
car-related technicians. We have a strong
car industry and a reputation of being
self-taught people in general.
Argentine customers are very careful
about whom they trust their vehicles
to; they gather information about the
detailer that is going to work on the unit,
and inquire about his/her experience
Some particular types of customers
demand more than just paint correction
and look for what is referred to as
a “full detail” – here that means you
work on each and every part of the car,
and it always includes a high amount of
manhours and this kind of project can
be complex and physically demanding. I
take a few cars for full detail a year and
it’s been mostly high-end or rare units
most of the time.
According to the Pareto Principle, 80
percent of a business income is produced
by 20 percent of the customers. In my
business that rule of thumb is accomplished,
very few customers keep my
business rolling so taking good care of
my customer base is my main strategy.
Join Today & Get Involved!
Education | Certification | Social Media Discussions | Awards Programs | Technical Expertise | Newsletters | And more!
VOL. 5, NO.3 • FALL 2020 | AUTO DETAILING NEWS | 31
THE NEW HIGH-PERFORMANCE STANDARD,
COMING TO THE USA SUMMER 2020.
RUPES USA, Inc.
531 South Taylor Ave
Louisville, CO 80027
T +1- 877-224-5750
Scan to learn more