ADN Fall 2024 web

VOL. 9, NO. 3 FALL 2024
Reconditioning
LEATHER

CLEARLY
UNBREAKABLE
DIAMOND
PLATE®
CONTENTS
Details Matter
.................................. 3
Nitty Gritty
.................................. 6
Industry Dirt
................................ 10
FOR THE LOVE
OF DETAILING
The Dealership
Detailer
The Forgotten Heroes
of the Automotive Industry
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IDA Column
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Tips ....................... 18
Dr. Detail
................................ 20
Reconditioning
Leather.................. 22
VOL. 9, NO. 3 | FALL 2024
Publisher: Jackson Vahaly
Editor: Debra Gorgos
Design: KBA Designs
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
jacksonv@autodetailingnews.com
Copyright © 2024
Two Dollar Media, Inc./Auto Detailing
News. All Rights Reserved.
By Joe “The Detail Guy”
Zeidler, IDA Member, CD-MC
Joe Zeidler, IDA Member, CD-MC, is the
owner of C & J’s Precision Auto Detailing of
Schuylkill Haven, Pennsylvania. He is also
the author of the book, The Ultimate Guide
to Starting an Auto Detailing Business, which
is available on Amazon.com. He can be
reached at JoeTheDetailGuy@yahoo.com.
The position of a dealership detailer
is unique and often challenging. The
pay is usually on the lower end, the work
space is often less than ideal and most
detailers in a dealership tend to go unappreciated.
With that said, the dealership detailer
has to balance their workload with
putting out an acceptable detail and
here lies the challenge. We all know as
professional detailers that even in the
best conditions a job can take on a life
of its own and what seems like a simple
clean up can turn into a full blown detail
session. Those at dealerships who assign
the jobs to the detailing department
tend to have blinders on when it comes
to the full scope of what a vehicle needs
in terms of detailing. A good dealership
detailer must be able to multitask, have a
set process and work efficiently all while
keeping an eye on the clock and if they
can accomplish all of that then they are
a truly talented detailer. The problem
is that the employees who have found
the “sweet spot” in that balance tend to
burn out quickly or are constantly on
the lookout for better paying positions at
other dealerships or elsewhere.
The turn-over for detailers at dealerships
is incredibly high. In several private
interviews with dealership detailers
I have found multiple themes across the
board and the first on the list is: Low pay.
It’s hard to survive on $12 to $15 an hour
as an adult and most of those under 21
are just there to have a job during school
or college breaks so the younger team
members have loftier goals and move
on pretty quickly. Second on the list are
the working conditions with lighting being
the number one complaint followed
by having a limited work area. The third
most problematic, and in my opinion, the
hardest to swallow is the lack of respect
a dealership detailer is given. I have seen
firsthand just how incredibly undervalued
the dealership detailer is. Many on
the dealership management team will say
how important the job of the detailer is,
but behind the scenes it is a different story.
I have witnessed how sales staff can easily
rip apart a detail job. I have personally
detailed high-end exotic cars that didn’t
get scrutinized as much as some lot prep
trade vehicles and to combine this with
needing to push out vehicles at a rabbit’s
pace can make it a daunting task even for
the most seasoned detail professional.
I have often tried to address a change
within the automotive dealership industry
by creating what I call “The Dealership
Excellence in Detailing”. This initiative
would work by creating a training
program for dealership detailers (all of
the top 6 brands offer training to certify
mechanics, why not detailers?) Once a
detailer completes certification then the
dealership would guarantee a predetermined
raise. To help increase retention
every year a detailer must recertify and
the dealership would guarantee another
significant increase in pay. The one big
thing that would need to be addressed is
respect and that can be solved by holding
those managers outside the detailing
department accountable for the treatment
of the detail staff. The detail shop
manager must be willing to tackle these
issues head-on to help create an inclusive
environment where the detailers are
held in just as much regard as the mechanics
or sales team.
I hope you will join me in helping all
dealership detailers become compensated
and appreciated the way they deserve.
I am happy to bring you an interview
I did with a very long time dealership
detailer Gerard “FIG” Newton.
How long have you been
a detailer at dealerships?
Fig: 40+ Years off and on…
After all these years what
do you enjoy most about
working at dealerships?
Fig: 1. The variety. 2. Many tradeins
are spruced up by the owner
to try to get the most value, yet
others you need a hazmat suit. 3.
VOL. 9, NO.3 • FALL 2024 | AUTO DETAILING NEWS | 3

FOR THE LOVE
OF DETAILING
You clock in – punch out and go
home, no worrying about overhead,
material costs, payroll, etc. 4. You’re
not the boss.
What is the least
enjoyable thing?
Fig: 1. You’re not the boss. 2. You
are required to do as you are told.
What, when, where and how. 3.
There is always someone to answer
to. Many of whom are on you constantly
and really don’t understand
a thing of what detailing takes.
As a veteran in the
dealership detailing
industry do you have any
advice for young people
looking to become a
detailer at dealerships?
Fig: 1. If you need to supply your
own tools, don’t buy the top of the
line equipment. A company should
have the ability to furnish you with
the tools for the job, and, if not
, don’t waste your hard earned
money buying tools that should be
provided. 2. As you gain experience
you will find what tools you will
want to acquire for your personal
jobs. Make sure you do have quality
eye, sight and lung protection. 3.
You may come into a dealership like
you’re the best thing ever but that
can change in a blink of an eye, so
maintain quality and consistency.
I know you have some
great quotes for detailers,
can you share a few?
Fig: 1. “Them that can do – DO,
Them that can’t – Criticize!” 2.”
What professional detailers do is
honestly a work of art.” 3. “We are
the starving artists of the automotive
industry.” 4. “All that glitters is
not gold but all that glitters will get
sold.”
In closing, what is your
thought on how best to
address the needs of
dealership detailers?
Fig: 1. Experience is the best
teacher. Some dealerships will listen
to you while others won’t as
they see the dealership detailer as
unskilled labor. 2) Talk to your suppliers,
and other detailers. But remember
you need to do what works
for you and still get the job done
right. 3. If you find a dealership that
will listen to your ideas, act upon
your needs and have supervisors
who care then do everything you
can to prove to them you are the
right choice for the job and return
the loyalty by giving it your all and
staying for the long term.
I would like to thank Fig for his time
and expertise, and if any of my readers
wish to join me in creating a new industry
standard for dealership detailers I encourage
you to reach out.
Until next time with many thanks,
Joe “The Detail Guy” Zeidler
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4 | AUTO DETAILING NEWS | VOL. 9, NO. 3 • FALL 2024

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Giving Back
Detailer launches nonprofit aimed at helping
underserved youth in Los Angeles
South Central Los Angeles native and internationally
recognized automotive detailer,
Rigo Santana got to see his dream come
to fruition back in June through the launch
of his long-awaited New Generation Kids
nonprofit organization, which took place
at the Petersen Automotive Museum. New
Generation Kids is aimed at providing early
training and career opportunities in the
automotive detailing industry for low-income
and underserved youth.
The launch featured detailers from
Santana’s New Generation of Detailers
Network (NGD) and included a fourhour
session with industry suppliers and
business leaders offering encouragement,
mentorship and training for indigent
youth ages 13-24, currently living on the
streets with little or no parental guidance.
The program also provides opportunities
for advancement among those living in
impoverished circumstances due to no
fault of their own.
New Generation Kids is intent upon
encouraging more of L.A.’s young people
to learn skills early, and learn them correctly,
so they can succeed in the detailing
business.
The launch was followed up with five
full days of real detail training from 10
a.m. to 2 p.m. at the South Los Angeles
YouthSource Center at 1773 E. Century
Blvd. in Los Angeles, from July 22-
26. The New Generation Kids training
is part of the City’s YoWatts! programs
sponsored by the Los Angeles Economic
& Workforce Development Department
and coordinated by the center’s Project
Coordinator Eddie Nuno.
“I grew up on the streets of South-Central
Los Angeles, a first-generation immigrant
with no education and very little
parental supervision,” Santana explains.
“I was in a gang and about to become another
sad statistic if it had not been for my
introduction into the automotive detailing
industry.
“I was fortunate enough to get a job
at a carwash where I not only learned responsibility
and earned enough money to
survive on my own, but it triggered a passion
within me that remains until this day,
and it introduced me to opportunities few
young people in my situation ever get.”
Santana discovered a lot of natural
talent and an eye for perfection when it
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6 | AUTO DETAILING NEWS | VOL. 9, NO. 3 • FALL 2024

NITTY GRITTY
came to car paint. He began to grow in his
ability and economic freedom, building a
reputation for himself and establishing his
Xtreme Xcellence detailing business first
as a mobile operation, and growing it into
his current freestanding storefront in Laguna
Hills.
He was eventually able to save enough
to attend some of the country’s most
prestigious and comprehensive training
programs where he discovered not only a
more efficient and profitable way to detail
cars, but he discovered how to run a professional
detailing business too.
Santana founded the New Generation
of Detailers Network (NGD) five
years ago as the only multinational,
Spanish-language adult automotive detail
training in the U.S. New Generation
Kids is the youth nonprofit version of that
entity.
Santana is dually certified (CD-SV) by
the International Detailing Association
in automotive, watercraft and as a Registered
Trainer (RT) with the organization.
Santana is also a Master-certified
trainer for the SONAX detailing team
where he has worked on numerous prestigious
projects at the Petersen Automotive
Museum and is a member of the Museum
Preservation Team at the Indianapolis
Motor Speedway Museum ‘Vault’.
He spent several years on the Air
Force One Detailing Team at Seattle’s
Museum of Flight and on the McCalls
(now Motorlux) Motorworks Revival and
The Quail detailing teams at Monterey
Car Week where he restored a rare 1968
Iso Grifo, winning second place at the
Pebble Beach Concours d’Elegance. He later
prepped it again for the National Corvette
Museum in Bowling Green, KY.
“I have been blessed with highly prestigious
projects that are well beyond any
expectations I had when I first got into
detailing,” Santana said. “But with skills,
guts and passion – anything is possible for
these kids.
“If I can make it, believe me, anyone
can make a success of their life,” Santana
continued. “Mine came with a little luck
but luck is not enough for most of these
kids. I have long wanted to give that luck
a little boost and finally, after several years
putting it together, I am proud to be providing
job opportunities and professional
training for these kids that will help reveal
their purpose in life and put them on a
road to success and prosperity.”
For more information, contact Rigo
Santana at 714-376-2604 or 714-472-
3001. You may also reach out to PR
representative Kimberly Ballard at (256)
653-4003.
8 | AUTO DETAILING NEWS | VOL. 9, NO. 3 • FALL 2024

INDUSTRY
DIRT
Once stuck in a swamp for years,
Chevy Cruze shines again
Get out the shovel! This poor Chevrolet Cruze spent
a lot of time in a swamp. But, one detailer was up for
the challenge, according to an August AutoEvolution.
com story. The detailer started by breaking through
all of the hardened mud using a fire extinguisher.
He then used a shovel to take out the mud from the
seats and then power washes the interior. Next, everything
is taken out of the interior and stripped down
to bare metal. “Pulling out the rubber mats leaves
lakes of water on the carpet. Unbolting all the components
reveals the presence of more dirt. Insects
have turned this car into their home,” the story said.
The electrical system is fried, so washing all the switches
and screens is not a problem.
10 | AUTO DETAILING NEWS | VOL. 9, NO. 3 • FALL 2024
All the news and dirt concerning detailing
businesses, suppliers, events and industry icons. distribution center facility
The 2024 Expo will be taking place November 12
“Hours later, when the detailing is completed,
the expert puts everything back together like a puzzle.
The car has a nice spec as the seats are covered
in gray fabric, sporting black vinyl bolsters. And if
you have been struggling to figure out the color of
the paintwork, now you can tell for sure: it is red.”
According to the story, “This car may never set
wheels on the road again. But at least, it is clean
now, and there are many components that can be
sold on the used car parts market. Whoever paid
$300 to buy this flooded Chevy is surely going to
make a profit now, unless the detailing did not cost
an arm and a leg.”
Facebook scams
going after mobile
detailing customers
Scams are an unfortunate
part of life
and especially social
media, and recently,
a scam involving
“fake” mobile detailing
companies
gained some traction
on Facebook.
According to a September
24 FOX 2
story out of Denver,
messages are posted
in Facebook groups,
and most include
how a husband and
wife “run a small
family business.”
These posts will state that the business needs help to stay
afloat, so they are offering a special deal. Here is a screenshot
of one of the scams:
Posts such as the one shared here almost always state that
the customer will pay after the service always promise that
you will pay after the service. “Most posts also do not provide
prices but instead prompt you to direct message the poster.
Occasionally, they will include a phone number that is not
local to the area,” the story said.
Another interesting tip is to look for the clock symbol.
“Occasionally, the page will have posts with a clock symbol
near the date a post was made. This means a post was backdated
when it was posted, a tactic often used to make it look
like a page is older than it really is.”
The scam has also involved fake air duct cleaning services
and missing children and pet reports. According to a New
York Post article, the scammers will urge Facebook users to
share or promote their post. “Once the information has been
widely disseminated, the scammer goes into the original post
and edits it — transforming it into an advertisement for surveys
or housing websites with embedded links to fraudulent
websites. Because the post has already been shared on thousands
of people’s profiles, the ads appear real. Unsuspecting
Facebook users who click on the links are asked to enter their
credit card details, only to later find their bank accounts apparently
drained.”
Why the scammers have gone after the mobile detailing
industry is uncertain…
Kleen-Rite Missouri
moves into new
Columbia, Pennsylvania-based Kleen-Rite Corp., the
largest family-owned car wash distributor in the country,
which has been a leading supplier for more than 60 years,
proudly announced the opening of a distribution center facility
at a new location in Kansas City, Missouri, according
to a June 12 press release.
Replacing the previous distribution center, the new facility
has more space to stock an expanded inventory selection
and ship products faster in the region. It also offers more
convenient physical access, making it easier for customers
to pick up their products on site. This exciting move is an
important part of Kleen-Rite’s ongoing commitment to
constantly improving how they serve customers.
Renovation of the building is now complete, existing
inventory from the previous building has been transferred,
and all vendors have been alerted to ship future deliveries to
the new facility. The same reliable staff is on hand to serve
customers and ship product. The old location will no longer
be used by Kleen-Rite, so customers should take note of the
new address. All correspondence and business matters for the
Missouri region should be directed to Kleen-Rite Corporation
5121 E. Front Str., Kansas City, MO 64120
and 13 at the Columbia, Pennsylvania, facility. Here
are more details on the schedule of events.
Day 1 (Tuesday, November 12 @ 7:30 AM)
consists of the Car Wash Experience. Hop on a bus
and be transported to several nearby car washes for
facility tours and discussions with owners. You’ll also
enjoy lunch, roundtable discussions with experts, and
keynote speaker Shaun Hayes. Cost is $40 – make
sure to register as soon as possible, as space is limited
for Day 1.
About Keynote Speaker Shaun Hayes
Entrepreneur and best-selling author Shaun Hayes
was the cofounder and former CEO of Allegiant Bancorp,
headquartered in St. Louis, Missouri. Among
many other enterprises, he owned a company that
he sold at age 44 for half a billion dollars. Five years
after selling his company, Shaun committed a felony.
He was incarcerated for his crime eight years later. He
now shares what he learned from his rise and his fall—
hard-won lessons that can benefit individuals, groups,
and businesses.
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The Kleen-Rite Learn More,
Earn More Expo returns this Fall
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Simple to use – just kick it under the tire
Protect expensive pressure washer hoses
Make washing and detailing easier
IF YOU’VE GIVEN UP ON HOSE GUIDES AFTER TRYING THE SMALL, FRAGILE,
COMPETITIVE PRODUCTS, GET HOZEEZ® AND USE THE ONE THAT WORKS!
See HOZEEZ® videos on our website, including driving over it with an SUV to show durability!
Day 2 (Wednesday, November 13 @ 9AM)
is the Learn More, Earn More Expo – a can’t miss selfserve
event! Top manufacturers in the car wash industry
will be on hand to answer questions about products,
provide service advice, and drop helpful tips. Informative
seminars and Kleen-Rite warehouse tours will take
place throughout the day. Plus, special show deals will
be available on your favorite supplies and equipment.
The floor will be open from 9:00 AM to 3:00 PM,
with a free buffet lunch being offered midday. Make
sure to stay all day, as the event will conclude with
thousands of dollars in prizes being given away! The
Learn More, Earn More Expo is completely FREE,
but we strongly encourage you to register in advance.
As for airports and hotels, Columbia, Pennsylvania,
is about 45 mins from the Harrisburg Airport
(MDT) and about an hour from BWI in Baltimore.
There are several hotels in the area, including Heritage
Hotel in Centerville and Sleep Inn and Suites
in Mountville, where limited blocks of rooms are reserved
for the expo.
To register, visit www.kleenrite.com and click the banner
on the homepage, or call 1-800-233-3873.
WASH and DETAIL without the
hose getting stuck under the tires!
Made In USA
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VOL. 9, NO.3 • FALL 2024 | AUTO DETAILING NEWS | 11

INDUSTRY DIRT
BAF and PRO ® join Appearance
Technology Group
In a letter addressed to customers,
BAF Co-President John Bell announced
that BAF Industries and PRO® have
joined the Appearance Technology
Group, effective May 3, 2024. “You may
know them as the company that also has
Hi-Tech Industries, 3D International,
P&S Detail Products and RBL Products
in its stable of brands,” Bell wrote in
his letter. “Their distributors have raved
about being able to get multiple brands
on one order and shipment with one
freight minimum. Adding the PRO®
Product Line to that offering with our
rich history and legacy as a leading professional
brand rounds out that multibrand
offering. We are confident that it
makes us a more valuable vendor to our
distributors and in turn makes our distributors
more valuable suppliers to professionals
worldwide.”
Bell admitted it was not an easy decision,
but stated that ATG’s track-record
of the past two years proved to be worthy
of the 3D brand and their history of
partnering with family-owned businesses.
Along with Bell’s brother Michael, he
noted that the family is confident they will
be good partners for them, their employees
and the PRO® Distributors.
“We look forward to partnering with
ATG to carry on our grandfather, Jack
Burford, and father, Frank Bell’s, legacy
and vision,” he concluded. “Like PRO®,
both 3D and P&S have many long-time
loyal customers with a protected territory.
ATG continued to honor those 3D and
P&S partners and protected markets and
will do the same with PRO.”
From homelessness to
thriving mobile detailers
A husband and wife duo were once
homeless, but now they have found success
thanks to a thriving mobile detailing
business based in Huntington, Indiana.
According to an August 13 WANE
news story Noah and Katelyn Vogleman
were both out of work and couldn’t afford
their rent. They had to give up their
apartment and then found out they were
expecting.
They moved in with family members
and saved up money for a down payment
on a mobile home.
“When we were struggling a bit, we
decided, ‘Okay, why don’t we start doing
some details for cars?’ Because we like to
detail our own,” Katelyn stated in the story.
“So, we kind of played in that a little
bit, did friends cars and that kind of stuff,
and that’s kind of where our spark for it
started.” Soon thereafter Detail Nerd was
started. Detail Nerd operates entirely out
of the Vogleman’s modified SUV, with
the couple traveling to clients within 40
minutes of Huntington, the story said.
Supplying all their own power and water
sources, the business is the area’s first
fully self-sufficient mobile auto detailing
service offering both interior and exterior
detailing as well as headlight restoration.
“I actually knew ever since I was a little
girl, that I wanted to have a business,”
Katelyn said in the story. “We would talk
for a long time, hours, sometimes, just
how much we’ve got to change this, and
we don’t want to live like this. We want to
be better than what we have.”
Noah added in the story, “It’s been
our dream to open a detailing business.
I can’t tell you how amazing it feels to be
at this point in our life after what we’ve
gone through. We couldn’t have done it
without the support from our family and
the community.”
12 hours and four filled garbage
bags later, an Infinity shines again
A 2005 Infiniti G35 has gotten a little
love thanks to a generous detailer, according
to an August 17 Auto Evolution story.
A man had been living out of the vehicle
for the past year and his brother-in-law
asked for his help as it was basically a
trashcan on wheels, the story said. Mitch
of The Detail Geek YouTube channel offered
to detail the vehicle free of charge.
The front of the vehicle’s interior,
described as a graveyard of dead bugs
Legend Ad Auto Detailing News.pdf 1 5/24/21 5:12 PM
which might have permanently affected
the clear coat, contained a bag of rocks,
nail clippers and a lot of garbage. When
Mitch tried to unbolt the seats, he could
not find the bolts under the layers of
clothing and garbage. After 12 hours of
work, which included the filling of four
trash bags and multiple applications of
adhesive remover thanks to the owner’s
use of duct tape inside the vehicle, Mitch
was able to bring the car back to life.
INDUSTRY DIRT
Goo Goo Dolls, O.A.R., to perform at 2024 SEMA Show
The SEMA Show returns November
5-8, 2024, with a renewed focus on innovation
to meet the needs of an evolving
automotive aftermarket industry, according
to a press release. “As the landscape of
attendees shifts toward a younger, more
dynamic demographic, the Show continues
to transform its offerings to deliver
engaging, experiential elements that go
beyond traditional trade show norms,”
the press release stated.
This year’s Show will feature a wide
range of activations, live demonstrations,
and immersive experiences designed to
serve an international community seeking
more than a walk through the convention
center aisles. Attendees will experience
the latest trends and advancements in an
interactive format that encourages participation
and discovery.
“The 2024 SEMA Show is the result
of a journey we started almost 20 years
ago,” said SEMA Vice President of
Events Tom Gattuso in the press release.
“Today’s attendees want to engage with
products, brands, and each other in different
ways, and our goal is to provide
an environment where they can explore,
connect, and experience innovation in
real time. This year’s event is designed
with that in mind, offering more opportunities
for interaction, networking, and
engagement.”
The SEMA Show is one of the largest
trade shows in the world, powered by
a passionate and innovative community.
The 2024 Show is receiving more industry
support than it has seen in years, with
more than 2,400 exhibitors--including
500 first-time exhibitors--projected to display
their latest products and services to
thousands of attendees and media.
Among the Show’s headlining innovations
are two events designed to bookend
the SEMA Week experience. Show
attendees will kick off the Week with Industry
Night @ SEMA Featuring The
Goo Goo Dolls, an exclusive party for
the entire industry community on the Las
Vegas Convention Center campus. Show
attendees will unite to forge relationships
that will drive the industry forward as they
enjoy chart-topping music from the Goo
Goo Dolls, O.A.R., and Reignwolf and
get ready for a week of discovery and innovation.
Attendees can learn more and
purchase tickets at SEMAShow.com.
Closing the week is SEMA Fest, now
relocated to the SEMA Show campus.
SEMA Fest will welcome the enthusiast
public and the industry community with
live music featuring Sublime, Cage The
Elephant, Fitz And The Tantrums, and
Petey, as well as high-octane motorsports
activations.
“The SEMA Show is an environment
for the entire community to gather,” said
Gattuso. “We’re unique because we have
the global marketplace represented in one
place, from manufacturing to service providers
to distribution to end users. When
you have that, great things are bound to
happen.”
For 2024, SEMA will introduce SEMA
Live, a livestream of the Show, opening
its digital doors to a worldwide audience.
Enthusiasts, industry members, and the
simply car-curious will be able to tune in
to 31 hours of real-time coverage across
key events, exhibitor showcases, and exclusive
behind-the-scenes content. This
digital experience will allow remote attendees
to engage with the Show from
anywhere in the world, offering live product
demos, expert interviews, and panel
discussions. The livestream brings an
added layer of accessibility, ensuring that
anyone can experience the innovation
and excitement of the Show, even if they
can’t attend in person.
With over 2,400 exhibitors, including
500 new participants, the event promises
to be one of the most comprehensive to
date.
Attendees can explore innovations
from leading manufacturers, suppliers,
and service providers, ranging from such
categories as Racing & Performance,
Trucks, SUVs & Off-Road, and Collision
Repair & Refinish to Business Services
and emerging technologies in the Future-
Tech Studio
The SEMA Show will also spill outside
the buildings and into the parking lots
with multiple outdoor activations, including
Battle of the Builders, Overland Experience,
Shell “Performance Unbound”
Experience, Optima, onX Builder Challenge,
Motorcycle Industry Council’s
Ride With Us Experience, and hundreds
of unique and innovative car builds,
transforming the Las Vegas Convention
Center grounds into a completely immersive
and sensory automotive experience.
C
M
Y
CM
MY
CY
CMY
K
LEGEND
A Premium Coating Experience
psdetailproducts.com
12 | AUTO DETAILING NEWS | VOL. 9, NO. 3 • FALL 2024
VOL. 9, NO.3 • FALL 2024 | AUTO DETAILING NEWS | 13

ARTICLES
REPRINTED
ON PLAQUES!
SELF
SERVE
SNAPSHOT
SHOT
VISIT AUTODETAILINGNEWS.COM
GETTING TO KNOW
TUCSON SELF WASH
THE
PANNO
FAMILY
INDUSTRY DIRT
Detailer Day Expo
a hit in Russia
The 7th annual Detailer Day Expo took place last May
in Russia, making it the largest specialized detailing exhibition
in Europe. This is a unique exhibition-show that fully
conveys all the brightness of the world of detailing.
Days of a rich program are waiting for you: competitions,
master classes, quizzes, contests and prize draws, as well as
a demonstration of products from brands at special prices!
The two-day event featured master classes, competitions,
give-aways and product demonstrations.
NRCC schedule of events announced
for October convention
The 2024 Northeast Regional Carwash
Convention is just around the
corner. It will once again take place at
the Atlantic City Convention Center in
New Jersey from Monday, October 7 to
Wednesday, October 9. The following is
the list of events and tradeshow times.
MONDAY, OCTOBER 7
4 P.M.-6 P.M.
The Virtual Carwash Tour
Moderator Tom Hoffman, Jr., Hoffman
Car Wash Atlantic City Convention
Center. This seminar is sponsored by AVW
Equipment Company, Inc.
Join Tom Hoffman, Jr. while we expand
our horizons for a “virtual” tour
of four of the most innovative and forward-thinking
washes we could find from
the comfort of the Atlantic City Convention
Center. This standing-room only
seminar of washes is a “must-see” and includes
two out-of-market sites to impress!
Featured sites include:
• Sudzy Salmon’s new 180’ double
tunnel in AK
• Autobell’s Chester and Newark, DE
sites
• Hoffman Car Wash’s new high-tech
Express Exterior in Halfmoon, NY
• Canton Car Wash, MD’s environmentally
responsible full serve
6:30 P.M.-8:30 P.M.
Simoniz Celebration: Cocktails
& Conversation
Hollywood Ballroom, Hard Rock Hotel & Casino
All are welcome to attend this outstanding
Simoniz Celebration thanks to
the long-time NRCC supporter, sponsor
and exhibitor. This exceptional opportunity
to mix and mingle with fellow
operators and suppliers will set the
tone for an exceptional 34th NRCC!
Pre-registration required. The registration
link is available at nrccshow.com
The 2023 event has more than 500 attendees!!!
TUESDAY, OCTOBER 8
7:30 A.M.-8:45 A.M. (PROGRAM
STARTS AT 7:45)
Early Bird Panel & Breakfast w/ Marketing Focus
Moderated by John Shalbey, Jr., of
Rojo Car Wash, this show favorite is a
candid, unscripted panel discussion with
seasoned operators who will answer any
and all questions relating to carwashing
with an emphasis this year on marketing.
Ask or text questions at the event, as well
as before to info@nrccshow.com. The
only topic off limits is pricing!
Panelists
MCA, Sean Larkin, Westminster Car Wash &
Detailing, Westminster, MD
NYSCWA, Steve Weekes, Spritz Car Wash,
Clifton Park, NY
CWONJ, Tom Halford, Shammy Shine,
Milford, NJ
MKT EXPERT, Tatum O’Donnell, Splash
Source, Naples, FL
9 A.M.-9:45 A.M.
Revving Up Your Recharge Revenue by
Maximizing Unlimited Conversion in a
Tightening Economy
This seminar is sponsored by Welcome-
Mat. Chris Brown, owner and founder of
Myrrh Consulting, a performance management
firm based in Orlando, FL, will
share the secrets of selling memberships
in our inflationary environment without
pushing guests away from undue pressure.
Drawn from his personal sales and training
at carwash kiosks around the country
with some of the industry’s best operators,
Chris will share:
• How the average salesperson misallocates
their time in a transaction and
how to fix it
• The Law of Extraction — Why salespeople
work twice as hard as they
have to and produce half the results
they are capable of
• How to avoid confusing the guest with
your menu options
• How to capture wash upgrades subtly
while focusing primarily on selling
memberships and
• The most important thing an owner
can do to help his sales management
team succeed.
• This is Chris’ follow-up to his hugely
successful seminar at the 2023 NRCC.
He has helped clients across 15
industries and more than 100 markets
improve frontline sales, service levels,
recruiting and labor percentages.
CONCURRENT PROGRAMS!
10 A.M.-10:45 A.M.
An Update on the State of the Carwash
Industry
Bank of America’s Ravi Mani and Rahul
Barua, managing directors who head up the
firm’s investment banking coverage at Bank
of America Securities across the carwash
industry, will share their perspectives on
the broader carwash industry and outlook
on the sector. Ravi Mani and Rahul Barua
are managing directors who lead the firm’s
investment banking coverage at BofA Securities
across the carwashing industry.
10 A.M.-10:45 A.M.
NEW MANAGER-ONLY PROGRAM!!!
8 Ways to Becoming a Magnetic Manager
It’s harder than ever to FIND and KEEP
good employees — and the make or
break factor is YOU! People don’t leave
companies, they leave their bosses! People
want to work for people who appreciate
them, coach and care about them, encourage
them and recognize and use their
strengths. These people are called “Magnetic
Managers.” They attract and keep
the best labor pool available. This session
includes access to a complimentary video
and a handout for use back at the wash.
Managers can’t afford to miss this session!
JoAnna Brandi has spent 34 years helping
her customers keep more of their customers.
She helps leaders sharpen their competitive
edge with improved employee and
customer retention, productivity, creativity
and increased profitability. She is the author
of “54 Ways to Stay Positive in a Changing,
Challenging and Sometimes Negative
World.” She also writes a quarterly column
for the Northeast Carwasher magazine.
11 A.M.-11:45 A.M.
Keynote Speaker Will Guidara
The Power of Giving People More Than
They Expect
You might say that Will Guidara is a
bit “unreasonable.” And he would take
that as a compliment. Guidara is a renowned
restaurateur, bestselling author
of Unreasonable Hospitality and even
had the FX series The Bear loosely based
on his story. In his keynote he will show us
just how taking exceptional customer service
to the next level, at your carwash, can
pay off! You can also listen to Will’s
TED Talk on our home page. This
seminar is sponsored by Micrologic, Hoffman
InnovateIT and Sgt. Sudz
12 P.M.-1 P.M. AWARDS LUNCHEON
Led by CWONJ Past President Doug Rieck.
Meet our award winners!
Emerging Leaders
Most Distinguished Person
Hall of Fame
1 P.M.-6 P.M. EXHIBITS OPEN
6 P.M.-7 P.M. WELCOME RECEPTION
Open to all attendees, this event features
‘Jersey snacks, beer and wine compliments
of long-time Sponsor ICS. It’s a
great opportunity to kick back after a long
day of education and taking in the expansive
show floor with friends old and new.
Plus, each attendee could win $500 or a
Bluetooth Speaker just for having fun!
Location: ACCC Atrium
This event is sponsored by ICS.
WEDNESDAY, OCTOBER 9
8 A.M.-9:30 A.M.
Service is a Superpower: Lessons Learned
in a Magic Kingdom
Includes buffet breakfast.
Louie Gravance is a customer service
guru and former training designer
for Walt Disney World in Orlando.
In this seminar he will tell us that
the delivery of excellent customer service
is transformational; not just for the recipient
but for the provider. He will then show
us how that can translate into your daily
carwash operations. Known as the guy
who can make the Disney service
concept work outside of Disney, you
won’t want to miss what Louie has to share
and take that knowledge back to your
wash. This seminar is sponsored by DRB.
9:30 A.M.-1:30 P.M. EXHIBITS OPEN
14 | AUTO DETAILING NEWS | VOL. 9, NO. 3 • FALL 2024
VOL. 9, NO.3 • FALL 2024 | AUTO DETAILING NEWS | 15

IDA
CORNER
Let’s Get Together
In person and online, connection
and community are more important than ever.
By Anne Lacher, IDA
Membership Coordinator
In today’s fast-paced and digital-forward
world, building genuine community
and connection is harder than you
think. The value of face-to-face and
person-to-person interactions and the
creation of meaningful relationships is
profoundly impactful both professionally
and personally. When asking an active
and engaged member or volunteer what
has been the number one most beneficial
part of their IDA membership, again and
again the answer most often given is “the
people you meet and the relationships
we’ve built.”
HOW DO WE DO THIS?
HOW CAN YOU TAKE
PART?
Growing businesses, advancing careers,
improving knowledge and skills,
and encouraging the creation of a supportive
community – this doesn’t just
happen on its own. As a member-driven
organization, it takes the time, effort, and
active participation of our members to
bring this to fruition. Tradeshows, webinar
participation, committee and task
force meetings, virtual member catch-up
calls, Meet & Greets, in person certification
events, and even online member
groups – all play an important part in
connecting IDA members with each other,
with mentors and trainers, with future
business partners, and with new and old
friends. The framework is there for you to
take advantage of!
TRADESHOWS
The IDA strives to take part in as many
industry-relevant tradeshows as we feasibly
can. We have been more intentionally
international in this respect in the last few
years. The industry-specific nature of these
tradeshow events brings about enhanced
collaboration opportunities; interactions
in such a setting – where everyone there
is looking to do the same thing you are –
make for more pointed conversations and
meaningful connections.
Automechanika Frankfurt has recently
concluded, and IDA was represented
both by IDA Germany Chapter and by
IDA Board members (past and present)
who made the trip. Other IDA Chapters
had leadership in attendance, and the
face-to-face and chapter-to-chapter collaboration
was invaluable.
SEMA is approaching quickly, and IDA
and many of our Supplier members will be
exhibiting. This event brings in a global audience,
breaking down geographical barriers
to make new connections. This will be a
great opportunity to connect professionally
within the exhibit halls and also personally
during the IDA Meet & Greet on Tuesday
night, November 5th.
Soon after SEMA, we’ll be headed
to Mobile Tech Expo in Orlando, FL, at
the end of January. If you have not been,
MTE is a must-see event. If you can only
attend one tradeshow this year, make it
Mobile Tech Expo. MTE offers maximum
face-to-face connection opportunities
with education sessions, certification
sessions, exhibit halls, Meet & Greets and
social hours, and IDA’s Annual Meeting &
Awards Ceremony.
MEET & GREETS
Meet & Greets – either virtual or in-person
– offer a more casual setting for spontaneous
conversations and chance meetings
that can result in new connections and opportunities.
Look for IDA Meet & Greets
in your area, in conjunction with industry
tradeshows, or host your own IDA Meet &
Greet to build up your local network and
to take on a central role in the community
you want to see.
Meet & Greets aren’t just in-person
events; virtual meet-ups via Zoom are
proven to grow regional connections, as
demonstrated by IDA’s Caribbean Chapter
and UK Chapter who each regularly
host catch-up calls for members. These
member-focused events foster a sense of
community and belonging. Being a part of
a network of like-minded professionals can
provide valuable insight, support, inspiration,
and a shared sense of comradery.
COMMITTEES &
TASK FORCES
The programs that the IDA puts forth
and the benefits we offer to members are
only possible through the hard work of
IDA’s many committees and task forces
– made up of active members volunteering
their time and energy for the good
of the profession, the members, and the
community.
Taking part in a committee means
that you are working closely with other
passionate members who are seeking professional
and personal growth, who are
action-oriented, and who are just as open
to new connections as you are! Committee
meetings have seen strangers turn into
collaborators, turn into life-long friends.
We’ve even seen two members who met
on an IDA committee start a new business
venture together. Be proactive, join a
committee, and see where your new connections
can take you.
EDUCATION
In addition to the educational and
knowledge-growing aspects, webinars and
educational events are important to the
goal of fostering community by bringing
people together around shared interests.
In-person certification events similarly
bring together IDA members with similar
skill-levels and experiences, in conjunction
with industry experts and seasoned trainers
whose goal is to elevate and set a standard
of detailing excellence. These events
guarantee you will meet with a Recognized
Independent Trainer – an important
sector of the industry and the IDA. The
opportunity to meet new people and the
potential to gain valuable mentorship is an
added bonus to the accomplishment of the
IDA certification designations.
EXCLUSIVE ONLINE
MEMBER GROUP
The global reach of online platforms
is unparalleled, enabling easy connections
to detailers and suppliers from around
the world. IDA has various online groups
within our members-only website portal,
as well as a popular IDA Members-Only
Facebook Group – utilize this framework
to open up international opportunities
and to access diverse perspectives.
Though not a face-to-face interaction,
the convenience of utilizing online platforms
to connect on your own schedule at
any time is certainly advantageous. This
members-only online community grants a
wealth of information provided by members
from all geographical areas, and at
different stages of their careers. With ever-expanding
digital forums and technologies,
the possibilities are endless.
LET’S GET TOGETHER
– BUILDING YOUR
COMMUNITY AND
MAKING LASTING
CONNECTIONS
How do you utilize your IDA membership
to maximize your professional
growth and industry connections? An
approach that integrates both online and
in-person opportunities is essential.
Attend Key Tradeshows – Prioritize
events that align with your specific career
goals and industry interests. Set clear
objectives for what you wish to achieve
with your attendance. Scope out specific
vendors or attendees you want to connect
with ahead of time; use your IDA
network to find out who will be there and
where the action will be! We hope to see
you at the fast-approaching SEMA or
MTE events (IDA members receive a registration
discount for MTE).
Engage Online Regularly – Whether
that is attending a webinar and participating
in the Q&A or chat, logging on to
the IDA Members-Only Facebook group
to share insights or participate in ongoing
discussions, or signing up for an IDA
committee to collaborate with peers and
mentors on the next big thing, maintaining
an active presence online will keep
you engaged, informed, and connected.
Combine Both Approaches! – Use
the variety of online networking options
available to IDA members as a way to
identify potential connections, and then
plan ahead to meet them in person at
IDA CORNER
tradeshows, Meet & Greets, or other industry
events.
The framework is there for both professional
development and community-building
with IDA. By actively engaging within
this framework, members can forge genuine
relationships and play a vital role in the
creation of a supportive community that
elevates its members. The key to making
this framework work for you is to be proactive
and to open yourself up to the diverse
opportunities and interactions that the detailing
industry has to offer.
The International Detailing Association (est.
2008) is the leading global association for
professional detailing operators, suppliers,
and consultants to the industry. The association
is dedicated to promoting the value
of professional detailing services, the recognition
of professional detailing as a trade,
and empowering detailing industry professionals
at each stage in their career. For
more information, visit https://the-ida.com/
Get_Involved.
16 | AUTO DETAILING NEWS | VOL. 9, NO. 3 • FALL 2024
VOL. 9, NO.3 • FALL 2024 | AUTO DETAILING NEWS | 17

TIPS
Need funds?
How about a
504 loan?
The 504 loan program provides longterm,
fixed rate financing for major fixed
assets that promote business growth and
job creation.
504 loans are available through Certified
Development Companies (CDCs),
Small Business Association’s community-based
nonprofit partners who promote
economic development within
their communities. CDCs are certified
and regulated by SBA.
The maximum loan amount for a 504
loan is $5.5 million.
ARE YOU ELIGIBLE?
To be eligible for a 504 loan, your
business must:
✔ Operate as a for-profit company
in the United States or its
possessions
✔ Have a tangible net worth of less
than $15 million
✔ Have an average net income of less
than $5 million after federal income
taxes for the two years preceding
your application
Other general eligibility standards
include falling within SBA size guidelines,
having qualified management expertise,
a feasible business plan, good
character and the ability to repay the
loan. Loans cannot be made to businesses
engaged in nonprofit, passive,
or speculative activities. For additional
information on eligibility criteria and
loan application requirements, small
businesses and lenders are encouraged
to contact a Certified Development
Company in their area.
HOW DO I USE A 504 LOAN?
A 504 loan can be used for a range of
assets that promote business growth and
job creation. These include the purchase
or construction of:
✔ Existing buildings or land
✔ New facilities
✔ Long-term machinery and
equipment with a useful remaining
life of a minimum of 10 years,
including project-related AIsupported
equipment or machinery
for manufacturing products
Or the improvement or modernization of:
✔ Land, streets, utilities, parking lots
and landscaping
✔ Existing facilities
A 504 loan cannot be used for:
✔ Working capital or inventory
✔ Consolidating, repaying or
refinancing debt
✔ Speculation or investment in rental
real estate
✔ The financing of AI-related working
capital, intellectual property, or
consulting services soft costs
WHAT DO I NEED TO APPLY?
504 loans are available exclusively
through Certified Development Companies
(CDCs). Find a CDC in your
area to ensure you are dealing with a
qualified lender. CDCs are uniquely
qualified to understand 504 loan program
regulations, and will help you
navigate the lender channels to create
your project financing.
HOW DO I PAY BACK
MY 504 LOAN?
Active 504 loans: Loan repayment
terms vary according to several factors.
Borrowers with active 504 loans
can make payments through the Central
Servicing Agent, usually by ACH
monthly draws. Payments can also be
made by wire or check.
THE DETAILING
SUPPLIES YOU NEED
DETAILSUPPLIER.COM
800-233-3873
Words to Live By:
Looking for help?
Consider a person with
disabilities…
According to the Small Business Administration
(SBA), now more than ever,
small businesses are finding it challenging
to hire talented workers. Hiring disabled
individuals can help businesses meet their
talent needs while strengthening their
competitive edge. By hiring individuals
with disabilities, businesses can:
✔ Expand their pool of talent
✔ Create a culture of diversity
✔ Meet their workforce needs
✔ Foster creative business solutions
✔ Generate goodwill among
customers
A disability is considered a physical or
mental impairment that substantially limits
one or more major life activity. Individuals
with disabilities often need workplace
accommodations—a modification or adjustment
to a job, the work environment,
or the way things are usually done during
the hiring process.
18 | AUTO DETAILING NEWS | VOL. 9, NO. 3 • FALL 2024
"Give me six hours to chop down a tree, and
I'll spend the first four sharpening the axe."
- Abraham Lincoln
THE SUPPLIES YOU NEED,
Small businesses benefit when they
value and appreciate each person for their
individual differences and experiences. By
investing in recruiting, hiring, and retaining
talent—including people with disabilities—businesses
can give themselves a
competitive edge and demonstrate their
commitment to inclusion.
The goal of the recruitment process
is to attract and identify individuals who
have the best mix of skills and attributes
for the job available. Ensuring that all
qualified individuals—including those
with disabilities—can take part in the
process is essential to achieving this goal.
It is important to know where to look to
find candidates with disabilities beyond
the traditional recruiting processes. Companies
interested in hiring employees with
disabilities should begin by:
✔ Reaching out to the local Workforce
Development Board (WDB). WDBs
are part of the Public Workforce
✔
✔
System, a network of federal, state,
and local offices that connect
companies to the resources they
need to strengthen their business
and their workforce, including skilled
employees with disabilities.
Connecting with a Business
Services Representative at a local
American Job Center. They provide
assistance with recruiting, hiring or
training employees, including people
with disabilities who are ready and
willing to work.
EARN offers a list of online job
posting boards that can help small
businesses find qualified workers
with disabilities.
FINANCIAL INCENTIVES
The following Financial incentives
encourage businesses to hire individuals
with disabilities and offset the costs of
workplace accommodations.
FEDERAL TAX INCENTIVES
The main federal tax incentives are:
✔ The Work Opportunity Tax
Credit (WOTC), available for hiring
individuals from certain groups who
have consistently faced significant
barriers to employment.
✔ The Barrier Removal Deduction,
whereby businesses can deduct up
to $15,000 for making a facility or
public transportation vehicle more
accessible.
✔ The Disabled Access Credit, a
non-refundable credit for small
businesses that incur expenditures
for the purpose of providing access
to persons with disabilities.
STATE TAX INCENTIVES
There are also state tax credits for employers
who hire people with disabilities.
Check your state office of tax and revenue
for more details.
MICROFIBER
TOWELS
YOUR RELIABLE SUPPLIER FOR THE DETAILING INDUSTRY
FAMILY OWNED SINCE 1959

DETAIL
DOCTOR
New Minds
= Fresh Ideas
in the Detail
Business
By Bud Abraham, The Detail
Doctor
buda1940@outlook.com
“LWhile there’s no substitute for experience,
those who are just entering the
detail industry can bring with them new
approaches to the business without being
locked into “traditional” ways of thinking.
If they avail themselves of the wisdom
of those who have done the job before,
however, this can be a mixture that
brings success.
FIRST STEPS
When I entered the retail detail industry
in 1984, I had been selling detail
systems since 1981. Of course, my outing
into retailing was not my first outing into
the business world. I had worked in the car
wash equipment business for over 11 years
selling car wash equipment and developing
car care centers all over the world.
These experiences made me appreciate
the detail industry.
Robert “Bud” Abraham is the 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.
When I looked at the detail business, I
liked the fact that it was a place where, as
a leader, I got to work as close to the end
product and customer as possible.
While I know that detailing isn’t necessarily
the simplest business out there, it
offers a straightforwardness that was very
attractive to me. You learn the playbook,
perfect the playbook, and then execute the
playbook with vengeance and vigor. This
is what I did when I coached football and
basketball at the junior high school level.
TIME AND
TRAINING
When I entered the retail detail business,
I decided I needed to know what I
didn’t know about both about operating
a retail business and about auto detailing.
I worked at our first store as much
as I could to learn the retail side of the
business, understand the customers, and
watch how the employees worked. It
became clear to me we had to develop
step-by-step detailing procedures so every
employee did exactly the same thing on
every vehicle, which created consistency
from vehicle to vehicle and customer to
customer, and most importantly we could
determine the time it took to perform the
work. Once the procedures were established,
we put them on pocket-sized cards
that employees had to memorize. These
cards were essential for new employees
with no experience. Those we hired could
walk to a vehicle on their first day of work
with the cards showing them what tools,
chemicals, and brushes to use. An employee
who was willing to think had no
problem learning to detail quickly. The
procedures cards included:
✔ Wash Bay Procedures
✔ Trunk Cleaning Procedures
✔ Interior Cleaning Procedures
✔ Exterior Detailing Procedures
✔ Final Detail Procedures
As a person who had learned how to
think and wasn’t mentally lazy it didn’t
take me long to learn what my detail business
needed in order to be successful.
Then I began my education into the
specifics of detailing itself:
✔ Equipment
✔ Tools
✔ Brushes & Accessory Items
✔ Buffing Pads
✔ Chemicals
This took a lot of time, research, and
study. As a person who thinks, I turned to
others for help. I talked with suppliers in
the professional carpet cleaning industry
and janitorial industry, contacted chemists
to learn about chemical formulation
and ingredients used, and contacted
automotive paint companies. Things in
which it appeared no other supplier in
the industry or detail technician had ever
done. With this education I became an
expert in the detail industry and began
writing articles on various aspects of operating
a detail business and the technical
aspects of detailing.
From all of this effort and research I
learned to appreciate the expertise of the
people working in the industry, suppliers
and operators, as well.
I was really blessed in that a lot of
these folks I spoke with are very proud of
the work that they do, and they’ve done
for a long time.
There was one operator who spent a
lot of time with me and offered to help us
with training.
Working in our shop as a detailer, I got
to put hands on the equipment and do
every detail procedure, but I’d be grossly
lying if I said I became an expert. I questioned
everything I did and why, which
resulted in a lot of questions I was able
to ask my group of experts. I recall asking
a chemist why he never developed a
one-step chemical with greater durability
than any on the market. His reply was enlightening:
“No one asked me to do that. I
only formulate what the sales department
tells me they need.” As a result, we developed
a long-lasting one step chemical we
called One-Step Plus, a big seller for us.
THE
CHALLENGES —
AND ADVANTAGES
— OF NEW OWNERS
ENTERING THE
INDUSTRY
As you can see, when someone outside
of the detail industry comes in there
is a learning curve and a challenge to get
up to speed as quickly as possible to establish
profitability and grow their business.
The experiences they bring with them,
however, might help to make their path
a lot easier.
FACING
CHALLENGES
If you start from scratch, as a supplier
or detail business operator, there is a
daunting challenge right out of the gate.
It is a pretty hefty investment in order to
purchase all that equipment and get started.
You go into it with a lot of advice, but
at the end of the day, it’s a leap of faith on
your part — you hope you’re buying the
right equipment and everything you need.
Another main challenge is hiring the
right people. When we started in the retail
detail business we hired people with detail
experience. Big mistake! We immediately
found that their experience was only good
if we let them do what they wanted. Then
who is in control? Them, not you. Plus, I
finally figured out that “good experienced
detailers” are working, and those who aren’t
are usually bad apples.
This is the big mistake detail business
owners, car wash operators, auto dealers,
and auto auctions all make, hiring allegedly
“experienced detailers,” and like me,
they soon learn this is very problematic.
Hire people with good values, not
good skills, you can teach skills but not
values.
More than any other business, at the
end of the day, to be successful, you have
to have the right people doing the right
job in the right way.
You know, when I first got into the
business, I realized it wasn’t as simple as
I thought it was. It’s not just an incremental
increase in complexity to bring
in additional services — it’s a significant
increase. Adding extra services like upholstery
repair and leather and vinyl dying,
windshield chip repair, paintless dent
repair, and paint touch-up, often require
the purchase of expensive systems, costly
training, and a specialized person to do
that work and you must be sure that person
stays with you or you’re unable to provide
the service. Rather than helping your
bottom line it can be hurting it. What I’ve
taught many operators was to broker extra
services with companies that specialize
in that particular service you want to offer.
They will usually give you a discount and
you mark it up and it’s all profit and no
hassle.
KEEPING AHEAD
OF COMPETITION
In today’s competitive landscape, you
need to use all the tools available to find
and keep your customer base. You need
to always separate yourself in a couple of
ways. Focus on faster service. Make sure
your turnaround time is much quicker
than your competitors’, especially with
auto dealer customers who love same-day
service so they can get the vehicle on the
lot for sale.
Offering extra services is a plus-plus
for the dealer to get several things done to
the vehicle in one spot.
How is your customer service? We
learned early on that most detailers were
not good at customer service, which is typical
with an automotive service business
operated by technicians. Because of my
past business experience, I knew customer
service was a must. We absolutely provided
white-glove service in our market. We
constantly received reviews and comments
about how they wish that all businesses
treated their customers in this way. We
really had top-notch people who worked
hard to give a great detail service and their
customer care was unmatched.
ARE YOU USING
TODAY’S
TECHNOLOGY?
When we started in the retail business
in 1984 there wasn’t the internet, smart
phones, or social media. So, we used cable
TV, direct mail, and handbills in car windows;
all of which cost money.
Today, you have all of the above-mentioned
mediums to use at little or no cost.
Plus, people can post reviews about your
detail services. And you can take online
reviews from a problem to positive by answering
the complaining customer with
an apology and invitation to have them
come back and allow you to correct the
problem.
ARE YOU
LISTENING TO
YOUR EMPLOYEES?
You can get a huge lift from combining
employee knowledge and experience
with some of the tactics you might bring
from past experience from outside the
industry. It’s because of the combination
of that cross-generational approach that
those successes are born.
I believe that both those new to the
field, and industry veterans, have a lot to
offer each other when it comes to building
stronger businesses.
The younger generation brings speed
and technology that really just didn’t exist
in earlier days. Namely, an awareness
of social media and how to use a smart
phone to benefit the business.
Newer detailers need to couple their
strengths to the wisdom gained by those
who have been in detailing for a few years.
The older generation comes in with significantly
more experience. They have the
industry knowledge of the best ways to do
certain detail jobs. How does one chemical
compare to another chemical? How does
all this come together so that you can get
the best performance from your crew and
from your equipment?”
I’ve been really taken aback because
that depth didn’t exist in the past. The level
of expertise that exists, not just in our
detail centers, but really any successful
detail operation is extraordinary. Some
of these folks have done this for years and
are very proud of their experience.
ADVICE FOR
NEW DETAILERS
For those people thinking about entering
the detail business, it’s important to
educate yourself and gain experience in
what can be a rewarding, but demanding
vocation.
I’d say, work in a location. Get as much
time on the inside of a detail business
working and learning from them as much
as you can. There are a lot of mistakes
that you will not make, or make less of, by
going in and working in the industry for a
significant amount of time.
It is also important for you to stay passionate
about what you are doing.
If you have a genuine interest in the
detail industry and a desire to provide
great service, that will come through in
your work and help you succeed.
I suggest joining the International
Detailing Association (IDA) and getting
involved and meeting other successful detail
business owners. Spend as much time
listening to these vets in the business and
making sure you understand what they’re
saying.
I wasn’t able do that because there
was no detail association. I organized a
steering committee to start one. I came
in a little too aggressive, and a little too
prideful to look for advice. Had I listened
to others, I would have done things better
and saved myself a lot of pain.
Detail business owners and suppliers
today have learned, as a group, to work
together and are willing to answer the
questions of those who want to learn.
There is an incredible combination of
entrepreneurial spirit and togetherness in
the detail industry. People are open, and
the degree of helpfulness I’ve found from
experienced operators is unparalleled. It’s
really awesome.
20 | AUTO DETAILING NEWS | VOL. 9, NO. 3 • FALL 2024
VOL. 9, NO.3 • FALL 2024 | AUTO DETAILING NEWS | 21

Reconditioning
leather (yes, it is still called “leather”} in
car interiors. According to PETA Germany,
Volkswagen confirmed that its
Vision EQS uses vegan Nappa leather
made of recycled plastic.
“It is our job now to re-define modern
luxury by Mercedes. What is for certain
is that attractive, contemporary luxury
must be sustainable—and sustainably
fascinating,” explained Ola Källenius,
head of Mercedes-Benz, in a statement.
Teslas are another brand of car that
do not use leather. Back in 2019 Tesla
confirmed to PETA (People for the Ethical
Treatment of Animals) that it will
replace the animal-derived leather used
for steering wheels in its Model 3 vehicles
with a vegan material. Also, Elon Musk
told a PETA representative that Model
Y Tesla will be fully vegan when it debuts.
Today, Teslas are completely animal-based
leather-free.
On the flip side, Porsches, Audis, and
Volvos continue to use only leather, with
Volvos using non-leather in 3 percent of
its interiors.
DETAILING
VEGAN LEATHER
According to Jennifer Haines, English
Customer Service, and Lars Pickhardt,
CD-SV, CEO, Colourlock, who wrote for
the International Detailing Association,
to clean vegan leather, you have to avoid
cleaners that contain solvents, alcohols,
and oils. And, do not use cosmetic products
like make-up wipes.” Some products
that are great for leather care contain oils
or grease to nurture the leather. This is exactly
what you do NOT want to apply to
vegan leather! The cleaner for vegan leather
must be solvent-free and oil-free. For
maintenance care, use a neutral (PH 6 - 7)
and alcohol-free cleaner.”
If there is a ‘stronger stain’ on vegan
leather, or the the vegan leather is a
lighter color, you can sometimes use a
cleaner with a higher PH value, but not
higher than PH 8 -9, according to Haines
and Pickhardt. “There are also special
solvents (such as ethanols) that you can
use once. Remember, the material is
QUIZ
Which 3 countries
produce the
most leather?
Answers
1. China
2. Brazil
3. Russia
LEATHER
The Case for Leather
Experts weigh in on the importance of detailing leather interiors
The lap of luxury is lined with leather.
It has always been a part of highend
automobiles, and even today, with
vegan leather on the cusp of normality,
the shiny and smooth look continues to
make its way into interiors across the
globe. According to Car and Driver, “A
survey from the research firm Strategic
Vision found that 46 percent of respondents
at least somewhat agree that a luxurious
seat MUST be made of leather.”
Leather can come from a variety of
animals, including cattle, sheep, goats,
pigs, horses, deer, reptiles, ostrich and
even kangaroo. But the most common
type of leather used in fancy vehicles
can be made from bull, and cow leather
is used in “regular” autos. However, not
just any cowhide will do. Car manufacturers
look for particular factors when
choosing the proper skins.
According to the popular website
Car Keys, “Generally, car manufacturers
prefer the hides of cows that live in
far-northern climates, partly because
their skin is thicker and also because they
tend to have fewer biting pests, which
prevents scarring. Free from major blemishes,
these leathers retain their natural
finishes with the end grain exactly how
the cow made it.”
More inexpensive hides can have
blemishes such as scars from barbedwire
fencing, etc.
Rolls-Royces for instance use hides
from the Simmental breed, according
to an ABC News report. The cows are
raised in a temperate climate and “live
freely,” according to Rolls Royce. “Their
welfare is fundamental to the quality of
their hides.” Moreover, according to the
news story, each hide is “rigorously scrutinized
for imperfections and only the
finest make it” to the company’s factory
in Goodwood, England.
And, while cow leather seems to be
the main material used, it was back in
the 1950s that cars started using “Naugahyde,”
a type of artificial leather. Now,
50 years later, “vegan leather” is the term
that is used more. In 2019, news reports
started circling regarding the use of vegan
22 | AUTO DETAILING NEWS | VOL. 9, NO. 3 • FALL 2024
VOL. 9, NO.3 • FALL 2024 | AUTO DETAILING NEWS | 23

The Case
for
Leather
WIN $100 Kleen-Rite
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Even more
Income
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A Q&A with Josh Pierce,
CD-SV, MC, WC, RIT, of
Carousel Auto Appearance in Iowa City, Iowa
How would a detailer go about
knowing what kind
of leather they're working
with?
JOSH PIERCE: This goes back to the core fundamentals
of everything in the automotive appearance
industry, it's all about getting the proper
training. For me the easiest way to tell what kind
of surface we are working on is look and feel
and that is something that takes studying and
research to figure out. The easiest way to tell if
you have real leather or one of the many synthetic
leathers is by the grain pattern, real leather
has a grain pattern that is unique and will not
generally be a consistent pattern throughout like
you find in synthetic leathers.
What are your thoughts
on vegan leather? Is this
something that gets the same
treatment as animal leather?
JOSH PIERCE: Vegan Leather is a synthetic product
that is made up of things like cork, algae,
leaves and other organic materials. It is considerably
less durable than animal leather so the
mechanical cleaning process should be more
delicate than animal leather. It has fairly good
chemical resistance, so my preferred method
of cleaning vegan leather is more chemical than
mechanical. A simple interior cleaner/leather
cleaner and a good quality microfiber product
should be enough to safely and effectively
clean vegan leather that isn't heavily soiled. For
a more heavily soiled surface an iron shaped
VLP Brush and an interior cleaner is generally
my preferred method.
What is the one thing
every detailer should know
about leather repair?
JOSH PIERCE: The one thing I think every detailer
should know about Leather Repair is that it is an
art form that can be very lucrative if you get trained
properly, practice and then perfect your craft.
What is the number one
mistake detailers make
with leather repair?
JOSH PIERCE: The biggest mistake I see is having
tunnel vision, there are so many extra revenue
streams for the leather repair industry that go
beyond the automotive industry. Furniture repair
has been a huge source of income for our leather
repair side of the business, we have teamed
with furniture stores and do a significant amount
of warranty repairs.
24 | AUTO DETAILING NEWS | VOL. 9, NO. 3 • FALL 2024

The Case
for
Leather
stressed by exposure to intense cleaners.
And stress-caused problems, as with us
humans, may not show up immediately,
but the effects appear much later.”
TYPES OF
LEATHER
According to the International Detailing
Association, the following are the different
types of leather used in automobile
interiors:
Aniline Leather: Aniline leather is the
highest grade and most natural of all leather
types and is colored with soluble aniline
dyes.
Nubuck: Nubuck is a top grain cattle
leather that’s been sanded on the grain
side to produce a velvet feel and touch to
the material.
Pigmented Leather: Pigmented
leathers don’t have that silky soft feel and
touch that you get with aniline leathers;
this is due to the painted surface that’s
applied to preserve the skin. Pigmented
leather’s primary goal is to provide
protection and make leather last longer.
Semi-Aniline Leather: Semi-aniline
leather is leather that is only slightly pigmented
with a color layer. The natural
leather grain and the hair pores are not
concealed by the pigmentation.
Smooth Leather: Smooth leather
is leather without a color layer. It is also
called aniline leather. Smooth leather can
have many different aspects to it; it can be
matte, gloss, it can also be colored over pigmented
or left as a porous material aniline.
Split Leather: Split Leather is created
from the corium that’s left once the top
grain has been split from the hide Certain
surfaces are covered in imitation leather
and then topped with a thin hide of pigmented
leather from the split. Some surfaces
that have less contact in a vehicle – for
example, dashboards and door card infills
– are processed with split leather.
Suede: Suede is the reverse side of the
skin; the inside of the animal being used
and much lower down the hide compared
to Nubuck. With most suedes, the skin is
split to ensure a fine finish to the grain that
is left.
Synthetic Leather: Officially, this cannot
be called leather as it is an imitation
product.
Vegan Leather: Vegan leather is another
term for "synthetic leather".
DO THE
WATER TEST
If you cannot tell if the interior is
made of real leather or faux leather, you
can test it out with a simple drop of water.
According to leather manufacturer
One4Leather, leather is a natural material
that will help wick heat and sweat away
from the body. Leather will absorb water
on its surface, making for a more relaxing
ride. Fake leather, on the other hand, is
normally impermeable and will repel water
that pools on the surface, leading to an
uncomfortable journey. Therefore, simply
place a drop of water on the surface and
see what happens.
WHAT ABOUT
STEAM?
Steam is also a great cleaner for leather
seats. Used carefully, the towel-covered
nozzle will help to remove dirt and grime
from most leather seats with no chemical
or scrubbing needed. According to detailing
expert Prentice St. Clair, he likes
to use the steam machine on its lowest setting
along with careful agitation with the
nozzle. “Check for color-fastness after the
first pass--some leather coatings will come
off with steam,”
ONE WAY TO
CLEAN A STAIN
The following inquiry was posted on
CarwashForum.com. Please Note: Some
posts feature minor edits for readability.
Also note that opinions and statements
made here are by each forum user and do
not necessarily reflect the viewpoints of
Auto Detailing News.
OH, SNOW!
I have a customer that has a blue
sno-cone stain on her light grey
leather seats. She has tried Dawn
dish soap and use a "light" wipe
with a magic eraser. She is having
no luck removing the stain. Does
anyone have any suggestions that I
could pass on to her? - Creole
I have used Woolite on stains in
leather with good results. It's safe
and easy to use. - Waxman
Windex, the blue stuff. spray it on
the stain and leave it. - Rgcarwash
Buy a spray can of SEM leather
dye. Simple to use and most effective.
- buda
How Long Ago?
The use of leather dates back to ...
400,000 years ago!
According to research by Liberty Leather Goods,
“The history of leather began about 400,000 years
ago in Hoxne, England. Its evolution can be traced
around the world through the Stone Age, Bronze Age,
Iron Age, Ancient Times, Middle Ages, Renaissance,
Industrial Revolution, and modern times.”
26 | AUTO DETAILING NEWS | VOL. 9, NO. 3 • FALL 2024