Auto Detailing News Fall 2019

VOL. 4, NO. 4 FALL 2019 

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CONTENTS 

Publisher’s Note . .........4 

Business of Detailing .....6 

(Good) Help Wanted 

OSHA News ..............7 

Oh No! It’s OSHA News 

IDA Column . .............9 

A Tale of New Chapters 

Nitty Gritty .............11 

Getting to Know 

Chip Reed 

Elbow Grease ...........15 

Dirty Work 

Innovations . ............19 

Industry Dirt . ...........20 

Detail Doctor . ...........23 

Repairing acid rain & rail dust 

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Cover Story .............27 

Detail Mafia 

Vol. 4, No. 4, FALL 2019 

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 

jacksonv@autodetailingnews.com 

Copyright © 2018 

2 Dollar Enterprises/Auto Detailing News 

All Rights Reserved. 

One More Thing ... 

Letter from 

the Editor 

My name is Debra Gorgos and I drive a minivan. I have two kids and a dog, and 

our van is always… a mess. I was mortified to show it to anyone, let alone a possible 

Auto Detailing News reader. But a full interior detailing was necessary. It was July 2. 

Humidity, plus food wrappers, an old milk sippy cup and wet bathing suits had made 

the van a cesspool of ick and it was time to call in the professionals. I have always 

Before 

After 

been anti-DIY when it comes to car maintenance. 

My role with this magazine, as 

well as Self Serve Car Wash News, would 

dissipate if I were to be caught cleaning 

out the van in my driveway. So, with a 

nervous trembling of the mouth, I called 

up a local detailer. What if they recognize 

me? I thought? What if they take pictures 

of my van and send it into this very magazine?!? 

The person who answered was 

very reassuring. “Come on in, we have 

seen it all!” “It cannot be that bad.” 

But it was that bad. As I pulled into the 

detail bay, with my head pointed downward 

in shame, I handed over the keys. “I 

am so sorry,” I told the crew. “It’s been a 

crazy summer, and the van is extra messy.” 

Yes, it was only July 2, but still….. “We 

have seen a lot worse,” they said. It should 

take a couple of hours. I wondered if I 

should tell them I am editor of a detailing 

magazine and that I write passionately 

about the detailing industry. Maybe, then, 

he won’t think poorly of me. Or would he 

instead think the opposite? It was a tough 

call. What would you do? I decided to 

keep quiet and with the two kids in tow, 

we walked around the mini-metro area. 

We shopped, got pizza, and then hung out 

in the lobby. The only complaint I have is 

that there wasn’t a lot to do in the lobby. 

I realize most people don’t come with an 

entourage, but I would have gladly spent 

a few dollars on a massage chair, or video 

game. Instead we played “I Spy” and did our best to make the minutes tick by. Hours 

later, the van was ready. I walked sheepishly to the bay. Horrified that anyone had to 

dig through the disarray. I couldn’t look the guy in the eye. I thanked him profusely, 

left a generous tip, and was blown away by the results. 

In other news… the Detail Mafia has been something of a halcyon cadre to me. 

continued ... 

VOL. 4, NO. 4 • FALL 2019 | AUTO DETAILING NEWS | 3

Letter from 

the Editor 

I first noticed their presence at my very 

first Mobile Tech Show. Black-shirted 

detailers with a humble, yet peer-to-peer 

boastfulness, meandered through the 

showroom floor. A camaraderie similar 

to a high school football team, but made 

up of all ages, sizes, etc. When I first 

heard these people were part of the 

Detail Mafia, I thought it was an underground 

sub-rosa-type of club. But that 

initial notion could not be farther from 

the truth. The Detail Mafia is instead 

accessible, inclusive and friendly. This 

issue’s cover story shares its members’ 

virtues, roles and principles. My biggest 

takeaway was when interviewing Renny 

Doyle (a man who is the heart of the 

mafia and one whom I had previously 

thought worked around the clock on his 

detailing ventures) told me: Overworking 

is overrated and spending time with 

family is all that really matters. 

And, one more thing before I sign 

off. Who is going to SEMA? Publisher 

Jackson Vahaly will be there. Be sure to 

track him down and say “hello.” Share 

with him your story ideas. And, share 

with me what you thought of the show. 

I can be reached at debrag@autodetailingnews.com. 

Until next time, 

Publisher’s Note 

FYI - In order for us to take advantage of a 

tax exemption that was recently passed, we 

are adjusting the publishing schedule of Auto 

Detailing News in 2020. As always, we’ll publish 

4 quarterly issues next year, but we’ll be mailing 

in March, June, September and December. 

Thank you to all for your continued readership 

and support! 

Jackson Vahaly, Publisher 

jacksonv@autodetailingnews.com 

4 | AUTO DETAILING NEWS | VOL. 4, NO. 4 • FALL 2019

THE BUSINESS OF 

DETAILING 

(Good) Help 

Wanted 

If you’re hiring…. 

you better know what to look for... 

By Rob Schruefer 

rob@onspotdetailing.com 

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. 

Hiring employees is a big step in the 

growth of a detailing business. The decision 

to bring in staff to help with the day 

to day operations can be as terrifying as 

it is exciting. It presents new challenges 

as well as the opportunity to expand your 

business. Having employees frees up time 

to build your business, and develop more 

work, clientele and opportunities. It also 

drastically complicates the situation and 

forces you to wear several different hats. 

There are three common ways to 

pay employees; hourly, piecework, and 

salary. Each one should be weighed and 

selected for the best fit for you and your 

business. There is no right way, and any 

of the choices, or a combination, may be 

your best bet. 

Here are a few things to consider: 

Hourly 

This is the most common way for detailing 

employees to be paid. It is a flat, 

per hour rate, given to each employee for 

every hour that they work. The amount 

paid per hour will depend on your business 

and market. Typical pay will be between 

$11-$20 , depending on skill level 

and job type. 

Pros: 

• Pay structure (starting pay, seniority, certification 

levels) can be mapped out ahead 

of time. 

• Allows for incremental raises. 

• Hours can be cut during slow times. 

Cons: 

• Labor has to be watched and controlled. 

• Employees will constantly ask for 

more (or less) hours. 

• Overtime will cost you 

1.5x times the normal rate 

Piece work/Commissions 

Piece work-based payments work 

better in wholesale or dealership environments. 

Each employee is paid based 

on the work that they are able to complete 

each day. The amount paid per job 

should be based on the service amount, 

but is typically between 30%-40% of 

the service cost. 

Pros: 

• Labor costs are tied to work completed. 

• Employees are rewarded for working faster 

and more efficiently. 

• Bad workers weed themselves out. 

Cons: 

• Extra work is required to track each 

employee’s completed services. 

• Asking employees to help each other or 

with other tasks presents a pay problem. 

• Employees must make minimum wage, so 

slow workers require additional tracking. 

Salary 

Salaries are generally reserved for 

management, but can also work for 

mid-level employees who are of value to 

your business. A set salary also provides 

the stability of knowing exactly what your 

payroll will be from week to week. Salaries 

will vary greatly from business to business 

and should be directly tied to revenue. 

Pros: 

• Labor costs are fixed. 

• Employees know exactly how 

much they will make each paycheck. 

• If certain criteria is met, overtime 

does not apply. 

Cons: 

• Labor % can run high during slow periods. 

• Salaries could cost more than hourly rate. 

Whatever pay method you choose, it 

is essential that you select the right one for 

YOUR business. Every detailing company 

is structured differently and each one 

offers various services, and widely different 

pricing. The most important part is 

knowing your labor percentage and how 

that will ultimately affect your bottom 

line. Speaking with other detailers in the 

industry, your labor rate should ideally 

be around 30%-40%. If you work to stay 

in this range, your business should be 

profitable and successful. 

Subcontractors 

vs. W2 employees 

I would like to take a second to also 

talk about 1099 subcontractors. I hear all 

the time from people thinking they are 

beating the system and avoiding employer 

problems by making the employees 

subcontractors and not W2 employees. 

To properly qualify to be considered a 

subcontractor, an employee must provide 

everything except the job. If you 

are providing them training, supplies, or 

equipment, they are an employee, NOT 

a contractor. Issuing them with a 1099 

instead of a W2 could land you in hot 

water with the IRS, your insurance company, 

and labor lawyers. It is best to just 

do the right thing and put them on payroll, 

rather than risk your business, your 

reputation and significant fines. 

Hire These 

Guys While 

You’re At It 

If you have made the decision 

to hire staff, your next 

conversation should be with a 

payroll company. Attempting 

to do payroll by yourself is 

time consuming and difficult. 

There are hundreds of payroll 

companies out there to 

explore, and the right one 

can be hired for a small fee. 

Having a company ensure 

that taxes are calculated 

correctly and employees are 

paid properly could mean the 

difference between success 

and disaster. 


OSHA 

NEWS 

OH NO … It’s OSHA News! 

It’s not all bad, but if you don’t already know, the Occupational Safety and Health Administration 

of the United States Department of Labor (OSHA) has announced the following… 

Businesses cited for exposure to hazardous chemicals, improper ladder safety 

As detailers continuously work with chemicals, 

and are also often on foot in slippery 

conditions, it is important to make sure 

each and every employee is safe, otherwise 

OSHA will hand out stiff penalties. In San 

Angelo, Texas, OSHA cited 7 S Packing 

LLC – operating as Texas Packing Company 

for exposing workers to releases of 

hazardous chemicals. The company faces 

$615,640 in penalties. 

OSHA determined that the meat-packing 

facility failed to implement a required 

Process Safety Management (PSM) program 

for operating an ammonia refrigeration 

unit containing over 10,000 pounds of 

anhydrous ammonia. The employer also 

failed to provide fall protection, guard machines 

and equipment, control hazardous 

energy, and implement a respiratory protection 

program. 

The PSM Covered Chemical Facilities 

National Emphasis Program focuses on reducing 

or eliminating workplace hazards at 

chemical facilities to protect workers from 

catastrophic releases of highly hazardous 

chemicals. PSM standards emphasize the 

management of hazards associated with 

highly hazardous chemicals, and establishes 

a comprehensive management program 

that integrates technologies, procedures, 

and management practices to prevent an 

unexpected release. 

The company has 15 business days 

from receipt of the citations and penalties 

to comply, request an informal conference 

with OSHA’s area director, or 

contest the findings before the independent 

Occupational Safety and Health 

Review Commission. 

And in Tumwater, Washington, 

OSHA fined the Dollar Tree for repeated 

safety violations, including blocked emergency 

exit routes, unsafe ladder use and 

improper stacking of merchandise . A recent 

inspection resulted in several “repeat 

willful” and other violations for unsafe 

merchandise storage and handling, and 

obstructed exit routes. 

The $503,200 fine is also related in part 

to L&I finding the same safety hazards at 

the store during multiple visits. The violations 

continued even after the company 

was informed by an L&I inspector of the 

safety hazards during earlier visits and was 

provided specific instruction on how to 

improve employee safety at the store and 

avoid further violations. 

“Even after multiple large fines, it appears 

this company has not gotten the 

message to ensure their safety and health 

system is working in every Washington 

store location,” said L&I Assistant Director 

Anne Soiza. “This fine is one of the largest 

we’ve issued, and we will apply pressure to 

Dollar Tree until its leadership takes sustained, 

comprehensive steps to prevent serious 

hazards.” 

This is the third substantial L&I citation 

and fine involving Dollar Tree in just 

over a year. Since the beginning of 2017, 

L&I has completed 15 inspections at Dollar 

Tree stores after complaints and referrals 

about unsafe working conditions. 

The Virginia-based company has 

dozens of stores throughout Washington. 

Prior to this most recent citation, Dollar 

Tree has been fined nearly $593,000 since 

2013. Last year, a store in Bonney Lake 

was fined $166,000 for three willful violations, 

and a Kelso Dollar Tree was fined 

$140,000 for violations similar to the ones 

found at the Vancouver store in this recent 

inspection. 

Dollar Tree’s corporate office controls 

inventory for local stores, and shipments 

arrive frequently. Challenges with too 

much inventory and not enough storage 

space lead to high stacks of boxes, often 

leaning over, which cause blocked and impeded 

pathways and other hazards. 

Improperly stored merchandise can 

fall, resulting in serious injuries or death 

if the boxes strike employees or cause 

employees to fall, or if exits are blocked 

during an emergency. Lifting heavy boxes 

onto over-the-head stacks is also likely to 

cause strains and sprains or serious back 

injuries. In the Vancouver store, workers 

were also climbing on shelving units, 

which can result in falls. 

The violations are not unique to Washington. 

Dollar Tree locations around the 

country have been cited for improper 

stacking of merchandise boxes, mostly in 

their storerooms, and for blocking exits or 

impeding pathways. 

The company has now been placed 

in L&I’s Severe Violator Enforcement 

Program, which means its stores are now 

subject to inspections at any time, among 

other things. 

Dollar Tree has appealed this citation, 

and it could take several months for the appeals 

process to be completed. 

Penalty money paid as a result of a 

citation is placed in the workers’ compensation 

supplemental pension fund, helping 

injured workers and families of those who 

have died on the job. 

Carbon Monoxide exposure kills two people 

OSHA has cited AJR Landscaping 

Inc. – based in Cresskill, New Jersey 

– for exposing employees to carbon 

monoxide (CO) after two workers succumbed 

to the toxic gas. 

OSHA initiated an inspection after 

the Washington Township New 

Jersey Police Department notified the 

agency that the workers died from CO 

exposure after a gasoline-powered 

lawnmower was started inside an enclosed 

company trailer that transported 

the crew to a jobsite. OSHA issued 

serious citations to AJR for exposing 

the employees to carbon monoxide, 

and for failing to train employees to 

recognize the hazard. The company 

faces penalties of $17,051. 

“Any time there is a gas-powered 

motor or engine running in an enclosed 

space, there is risk of exposure 

to exhaust fumes, which contain 

carbon monoxide, an odorless and 

poisonous gas,” said OSHA Area Office 

Director Lisa Levy, in Hasbrouck 

Heights, New Jersey. “This tragedy 

was preventable if the employer had 

adhered to basic safety and health 

practices.” 

OSHA provides compliance assistance 

resources on preventing carbon 

monoxide poisoning at https://www. 

osha.gov/OshDoc/data_General_ 

Facts/carbonmonoxide-factsheet.pdf. 

The company has 15 business 

days from receipt of the citations and 

proposed penalties to comply, request 

an informal conference with OSHA’s 

area director, or contest the findings 

before the independent Occupational 

Safety and Health Review Commission. 

OSHA offers suicide 

prevention tips 

As National Suicide Prevention Week is just a 

few weeks away, taking place September 8, 2019 – 

September 14, 2019, OSHA wants you to know that 

there are many resources available all year round for 

those who are suffering from depression and having 

suicidal thoughts. OSHA wants every worker to 

know that If you’re in crisis, there are options available 

to help you cope. You can also call the National 

Suicide Prevention Lifeline at any time to speak with 

someone and get support. For confidential support 

available 24/7 for everyone in the United States, call 

1-800-273-8255. Or you can chat online at Online 

chat suicidepreventionlifeline.org/chat. 


OSHA NEWS 

New rule will revise 

requirements in safety 

and health standards 

OSHA has issued a final rule that revises 14 provisions 

in the recordkeeping, general industry, maritime, and construction 

standards that may be confusing, outdated, or 

unnecessary. The revisions are expected to increase understanding 

and compliance with the provisions, improve employee 

safety and health, and save employers an estimated 

$6.1 million per year. 

OSHA proposed the changes in October 2016. This is 

the fourth final rule under OSHA’s Standards Improvement 

Project, which began in 1995 in response to a Presidential 

memorandum to improve government regulations. Other 

revisions were issued in 1998, 2005, and 2011. 

Under the Occupational Safety and Health Act of 

1970, employers are responsible for providing safe and 

healthful workplaces for their employees. OSHA’s role is 

to help ensure these conditions for America’s working men 

and women by setting and enforcing standards, and providing 

training, education and assistance. 

Requests for information on 

Lockout/Tagout Standards 

OSHA is requesting information on a possible update 

to the Control of Hazardous Energy (Lockout/ 

Tagout (LOTO)) standard. The Agency is interested 

in comments on the use of control circuit-type devices 

to isolate energy, as well as the evolving technology for 

robotics. 

OSHA is requesting information about how employers 

have been using control circuit devices, including 

information about the types of circuitry and 

safety procedures being used; limitations of their use, 

to determine under what other conditions control 

circuit-type devices could be used safely; new risks of 

worker exposure to hazardous energy as a result of 

increased interaction with robots; and whether the 

agency should consider changes to the LOTO standard 

that would address these new risks. 

The current LOTO standard, published in 1989, 

requires that all sources of energy be controlled 

during servicing and maintenance of machines and 

equipment using an energy-isolating device. The 

standard specifies that control circuit devices cannot 

be used as energy-isolating devices, but the agency 

recognizes recent technological advances may have 

improved the safety of control circuit-type devices. 

Comments must be submitted on or before August 

18, 2019. Comments and materials may be submitted 

electronically at http://www.regulations.gov, 

the Federal e-Rulemaking Portal, or by facsimile or 

mail. See the Federal Register notice for submission 

details. 

Under the Occupational Safety and Health Act 

of 1970, employers are responsible for providing 

safe and healthful workplaces for their employees. 

OSHA’s role is to help ensure these conditions for 

America’s working men and women by setting and 

enforcing standards, and providing training, education 

and assistance. 


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Nitty 

Gritty 

Chip Reed 

Getting to Know... 

of Corporate 

Detailing Service 

By Debra Gorgos 

debrag@autodetailingnews.com 

Full Name: 

My full name is Lyle I Reed II. Most 

people know me as Chip. 

Name of Business: 

Corporate Detailing Service 

Location: 

Vero Beach, Florida 

What’s Your Story? 

In 1995 I started detailing working for 

a local car dealership. In 1996 I moved 

to Nashville, TN, and started working 

for the Opryland Hotel. I was in charge 

of detailing and maintaining their fleet 

of buses and VIP vehicles. In 1998 I 

moved back home to Vero Beach, FL, 

and started Corporate Detailing Service. 

I chose Corporate Detailing Service as 

the name because I was going after the 

Corporate clientele. I did the detailing 

part time for years as I worked for 

various companies. In 2011 we had six 

family members pass away in the last five 

months of the year. In 2012 I closed the 

business and moved to Colorado to work 

continued ... 


Nitty 

Gritty 

for Vail Resorts. I still had the detailing 

bug in me. In 2013 I started working for 

Summit Express in Colorado. I was in 

charge of deep cleaning and detailing 

their fleet of passenger vans. In 2014 I 

moved back to Florida and took a job 

as a janitor. When I was released from 

that job me and my wife sat down and 

decided that I would start Corporate 

Detailing Service LLC back up and do 

it full time. I was scared going back into 

it full time. At the 2015 Mobile Tech 

Expo I sat down with Renny Doyle who 

I looked up to as a mentor. He told me 

to let the business do what it wants to 

do, but to remember to focus on your 

family too. So that’s what I did. In 2017 


Nitty 

Gritty 

we got a call from Corporate Air Inc. 

(which is a local FBO at the Vero Beach 

Airport) about possibly detailing some of 

their clients’ aircrafts and vehicles. We sat 

down with Corporate Air Inc. and agreed 

on a deal … and we started working for 

them in 2018 and haven’t looked back. 

What do you like most about 

your job? 

I enjoy detailing an aircraft more 

than a vehicle because there is a lot more 

detail that you have to look at and pay 

attention to… it is a whole different beast. 

You have to watch out for stuff like static 

vents and static ports which are critical 

in that they have to be kept clean and no 

water or wax can get in them. 

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Nitty 

Gritty 

What does it take to detail an 

aircraft? 

To wax detail an aircraft it can take 

anywhere from 8 to 40 hours depending 

on the size of the aircraft. On a Super 

King Air 250 it took 36 hours to wash and 

wax and to refurbish the de-icing boots. It 

takes about 2 to 4 hours to wash a smallto 

medium-sized aircraft. Right now, it’s 

only me and my wife working, but this 

season I will be looking to hire a couple of 

people. My typical hours of operation are 

Monday through Friday, 8 a.m.-5 p.m. 

and weekends are by appointment. I have 

worked overnight on some aircrafts to get 

them done in time for the customer to 

take out the next day. 


ELBOW 

Grease 

Dirty 

Work 

Before 

After 

Trash Upon Trash 

By Detailer Jeff Redmond 

of Cincy Shine Auto Detailing in Bellevue, Kentucky. 

“I gathered all the garbage up first to give me room to work. Next, I 

vacuumed the interior. Then, I cleaned all the interior trim and the sleeper 

walls and glass. Finally, I cleaned the floors using McKee’s 37 Floor Mat and 

Cargo Liner Rejuvenator. The truck turned out great! It took me about 4 

hours to complete. This truck awarded me 80+ trucks.” 

Mold Taketh Over 

By Detailer Brandon Farrell 

of Shift to Shine in Covington, 

Washington. 

“With any mold job that I do there’s a 

very delicate process. 

I start with some form 

of bacteria killer/ 

vinegar/hot water. I 

spray it over the surface 

that I’m getting 

ready to treat and 

I let that dwell for 

about 10 minutes. I 

then take a steamer 

and scrub brush and 

steam the surface 

and scrub at the same 

time to really break 

up the mold and ‘kill’ it with steam. A 

hot water extractor isn’t enough to kill the 

mold bacteria (you might get the mold off 

the surface, but it will still be in the fibers 

and be able to come back especially if the 

carpets are left wet). Once I’ve done this 

I go back with an enzyme-based shampoo 

and spray that down. Again, I let it 

dwell then follow up with a scrub brush 

and steam again. And then I extract it 

all. Then I take a towel and I try to dry 

up as much as possible. You should not 

run the vents (if you can avoid it) because 

mold might be in the dash. Drying out 

the carpets and seats before I leave is an 

absolute must to hopefully keep the mold 

away. If the customer opts out of a dash 

removal and full seat removal to really get 

everything out, I just give them the peace 

of mind that I’ll come back and take care 

of the mold if/when it comes back at no 

charge. I also always use a face mask, eye 

protection, gloves, a long sleeve shirt, and 

pants to fully cover my body to protect me 

from coming into contact with the mold.” 

Tips & Tricks from 

the Pros 

The following are questions posted to CarwashForum.com, as well as answers and 

suggestions from forum members (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.) 

Working a Winning Website 

Q: I have decided to make a website and wanted to get opinions 

on what the easiest and most cost-effective way to do so is? 

Try wix.com 

- DiamondWash 

… in addition to wix.com try 

looking into squarespace.com. [I also 

recommend] stepping up to the paid 

version and picking a mobile responsive 

theme (most are now but just make 

sure). These two should be fine for most 

website needs and can even integrate a 

shopping cart into it. 

- OurTown 

I downloaded a template from 

templatemonster, edited it with notepad. 

Hostgator for hosting. 

Inexpensive, flexible, modern website. 

But some basic understanding of html/ 

coding is required. (Not much imo, but 

that may be subjective). 

- PaulLovesJamie 

I use godaddy. Great templates, works 

with mobiles and easy to use. Then 

register on Google Maps to get good 

local visibility! 

- Carwashireleand 

Registering on Google Maps is a good 

idea whether you have a website or not. 

If someone just speaks “[business name] 

near me” into their phone it will find you, 

otherwise you’re relying on advertising 

and/or word of mouth. 

- MEP001 

There are a ton of great options. 

The main deciding factors in determining 

which route is the best are 1) 

Coding knowledge 2) Functionality 

you would like the website to have. 

continued ... 


ELBOW 

Grease 

By the Books 

Q: Has anyone used QuickBooks? Any 

recommendations for their options or other software? 

1. User Interface 

• EXAMPLES: WIX, SquareSpace, Godaddy template, 

Namecheap website builder etc... 

• PRO: Easiest and fastest and cheap 

• CON: Hardest to originally customize, get good SEO, 

and continuously build upon, get really good mobile 

responsiveness (aka have the website look good, 

clean and functional on all devices) 

• WHEN TO USE: No coding knowledge, want fast 

quick and easy solution that is good enough 

2. WordPress 

• PRO: Easy with very little if any coding knowledge, 

better SEO, easy to update, more responsive on 

different devices, great easy plug-in integration for 

measuring traffic and gaining insights into the impact 

your website is actually having on sales 

• CON: Takes a little more time and work than Option 1 

• WHEN TO USE: Want to go one step further than 

minimum, have some time / want a project, or want 

to hire someone 

3. Custom Webpage 

• Examples: Bootstrap framework, completely custom 

from scratch, etc.. 

• PRO: Best true customizability, best responsiveness 

(to work seamlessly on all device types), best to get 

every insight possible into the actual traffic, behavior, 

and impact your website is having 

• CON: Requires either hiring someone to build or 

having coding knowledge 

• WHEN TO USE: You are willing to prioritize your web 

presence as a significant business driver and feel that 

getting as customizable and unique as possible is 

worth it. 

The best way to have a website for cheap is 

wordpress, it is indexed easier and faster by Google. 

However, it needs technical knowledge of website 

design plugins and hosting, if you are tech savvy go 

with wordpress but if you are not Wix is the best and 

easiest to design. I created these two websites using 

WordPress for car detailing in Toronto 

www.aaaautospa.com 

www.torontocardetailing.site 

- AAAAUTOSPA 

I’ve run businesses on 

QuickBooks for years. for a 

service business and small 

number of inventory items 

to track it works great and is 

affordable. they have payroll 

available if you’re into having 

employees... - Dan-Ark 

I just use Excel - Sparkey 

I run 5 Companies on QB in 

the cloud. Makes it easy for 

bookkeeper and accountant to 

access from various locations. 

I run 5 simple companies and 

personal on QB Desktop. 

QB Desktop. Just give the 

accountant P&L and Balance 

sheet at year end. 

Cloud is about $50.00/Month per 

business. If I didn’t need access 

from multiple locations, I would 

only use desktop. - Earl Weiss 

I’ve been using QB on my Mac 

for wash and rental property 

but am looking to migrate to the 

cloud-based version for various 

reasons. - Car_Wash_Guy 

Cloud is easy to use, and you 

can update things via the iPhone 

app. - Roz 

I use QuickBooks online for my 

carwash business. it is great and 

my accountant can log into it 

remotely if I give her permission - 

Wrightway 

Excel is plenty if you’re just 

tracking income and expenses, 

and your payroll is contract labor. 

QuickBooks Online makes things 

like payroll taxes super easy, you 

just input the hours and pay rate 

and it generates a payment for 

each tax entity. - MEP001 

I use the desktop version then 

VNC into that location if I need 

to access it from elsewhere. - 

Slash007 

20% OFF 

WITH CODE ADN20 

PERMANENT PROTECTION • DEEP G 

800-437-9893 


Leaf it to the Experts 

Sap, pitch, 

which is which? 

Also, sap, which is known as the 

“blood of the tree,” contains phloem 

— the sugary goop that sticks to everything, 

including vehicles. Sap is translucent, 

thin, watery, slightly amber colored 

substance, according to Complete 

Tree Care. Maple trees are primarily 

known for producing sap, but it can 

also come from walnut, birch and sycamore 

trees. Tree resin is not the same 

as sap, though. Resin, which is also 

Those autumn leaves sure are beautiful, 

but many do not know that buried 

in the orange, red and yellow pigment 

are elements that can damage 

a vehicle’s surface and stain and/or 

scratch the paint. But, how can something 

so pretty be so harmful, you 

might ask? Leaves contain wax, tannic 

acid, and some are coated in sap and 

pollen. This of course, leaves a good 

opportunity for detailers to help out 

their customers. 

known as tree “pitch,” is thicker, tackier, 

and darker than tree sap, according 

to Complete Tree Care. Trees such as 

pine, fir, and cedar produce resin. 

Therefore: Sap = lighter in color, 

Resin/Pitch = darker. 

Some detailers post on their websites 

and social media a Fall leaf blurb, noting 

the damage the leaves can cause 

and urging vehicle owners to come in 

before the damage is irreversible. 

History BUFF 

Why so Black 

and Blue? 

Back in the 1920s General Motors 

teamed with the Dupont chemical company 

to create “pyroxylin,” which, according to 

Consumer Reports’ A Brief History of Cars, is a 

substance that could be mixed with pigments 

to create a rainbow of automobile coatings. 

Cars at this time were mostly black, a color 

which Henry Ford popularized thanks to 

the fact that it dried fast and was better for 

mass production. Believing customers would 

appreciate another color, Alfred P. Sloan, who 

was GM’s president in May 1923, thought 

pyroxylin was the answers. It was durable and 

able to dry in just minutes. “In 1923, the new 

Duco paint (as it was called) pyroxylin colors 

debuted at the New York Auto Show on GM’s 

Oakland Motor Car Company’s cars, known 

as the ‘True Blue Oakland Sixes.’” 

ELBOW 

Grease 

The seven touring cars were painted 

with Duco, and each received two different 

shades of blue and also had red or orange 

racing strips. 

Gundula Tutt, an automotive color 

historian, conservationist and restorer, told 

Consumer Reports, “Blue is a complicated 

color, because it yellowed easily before. Now 

there was much less yellowing and upkeep, 

it was a cheaper, ‘garageless car,’ which was 

nice for consumers, as you could have a 

car without the bothersome expensive of 

having a garage.” 

Around that same time, General 

Motors started a “color advisory service,” 

and sent people to Paris to study the colors 

at various shows and would ask for feedback. 

According to Tutt, such a service was 

very much at the pulse of consumerism, as 

the industry tried to figure out what people 

would buy other than black. 

LOSS SHINE • WEATHER RESISTANT 


ELBOW 

Grease 

Balancing it out 

Properly managing your finances is one 

of the most important parts of running a 

business. Well, that and having customers, 

but for this tip, we will focus on how to keep 

track of your spending, profits, and budget. 

A good balance sheet is where you should 

start. According to the U.S. Small Business 

Administration (SBA), “The balance sheet is 

the foundation of managing your finances. 

It operates as a snapshot of your business 

financials. It helps you keep track of your 

capital and provide a cash flow projection 

for future years.” 

A great and free balance sheet template 

can be found online at www.score.org/ 

resource/balance-sheet-template. 

The template will have you list all of 

your assets, including: 

Business Tip 

Current Assets 

• Cash in bank 

• Accounts receivable 

• Inventory 

• Prepaid expenses 

• Other current assets 

Fixed Assets 

• Machinery & equipment 

• Furniture & fixtures 

• Leasehold improvements 

• Land & buildings 

• Other fixed assets 

• (LESS accumulated depreciation on all 

fixed assets) 

• This Total is your net of depreciation 

Other Assets 

• Intangibles 

• Deposits 

• Goodwill 

• Other 

Current Liabilities 

• Accounts payable 

• Interest payable 

• Taxes payable 

• Notes, short-term (due within 12 months) 

• Current part, long-term debt 

• Other current liabilities 

Long-term Debt 

• Bank loans payable 

• Notes payable to stockholders 

• LESS: Short-term portion 

• Other long-term debt 

Owners’ Equity 

• Invested capital 

• Retained earnings - beginning 

• Retained earnings - current 

And, because the template is in an Excel 

format, it does all of the math for you. If 

you have any more questions about balance 

sheet and financial management, check out 

the free resources at sba.gov. 

Detailing 

History 

Join Today & Get Involved! 

The-IDA.com 

Education | Certification | Social Media Discussions | Awards Programs | Technical Expertise | Newsletters | And more! 


INNOVATIONS 

Introducing new & improved products for professional auto, boat & motorcycle detailers. 

The G9 Random Orbital Polisher offers comfort and you 

can feel its lightness and balance the first time you pick it up. 

Griot’s Garage designed the G9 with perfectly placed grips, 

high-quality double-shot rubber touch points, and easy to 

engage controls that are convenient for right- and left-handed 

users. The power has been upped to 1,000 watts, a 17% 

increase over their previous 6” Random Orbital. Just like on 

the street, performance is all about putting the power down. 

So Griot’s Garage made the G9’s drivetrain 45% stronger than 

Orbital polisher 

from Griot’s Garage 

New website from PRO ® Products 

PRO ® Products, the professional division of BAF Industries, 

has announced the launch of the new redesigned prowax.com 

website and is inviting detailers to explore. The new website 

has been redesigned to offer the ultimate user-friendly experience 

with improved navigation and functionality while allowing 

customers to see the full product portfolio PRO ® can offer. 

Created with the user experience in mind, the site includes 

many new features to help users to quickly and easily navigate 

the site and find the professional car care product they need. 

New features include: 

• User-Friendly Design & Navigation to more easily navigate 

the website with fewer clicks. 

• Powerful Search Functionality to easily narrow down the 

product portfolio by name, number or attributes. 

• Modern Clean Layout shows off PRO ® Products at higher 

resolutions. 

• Responsive Web Design allowing the site to be compatible 

with all browsers and mobile devices. 

their Gen3 machine and added a state-of-the-art Constant 

Speed Controller. The controller maintains the set speed even 

when additional pressure is applied to the tool, ensuring the 

G9 makes the most of every 9mm pad rotation. Representing 

the fourth generation of improvements to the Griot’s Garage 

line of Random Orbitals, the innovative, feature-rich G9 

has six patents pending and has been certified for safety and 

compliance worldwide. 

• Social Media Links allowing visitors links to access to the 

PRO ® Instagram, FaceBook, Twitter and YouTube social 

channels. 

• Digital PRO ® Product Catalog allowing customers an 

online product catalog flip book experience. 

• Checkout Process functional, clean and simple to use. 

In addition, the new site will allow customers to download 

Product Bulletins and Safety Data Sheets (SDS) for the complete 

PRO ® Product Line. 

Visitors to the new site can stay informed with the latest PRO ® 

Products and industry news through the new email subscription. 

The subscription will contain richer online content such as 

technical tips, press releases, featured products and newsletters. 

The new website can be found at www.prowax.com. 

New 

trim color 

paint from 

ColorBond 

ColorBond’s Pro Tech Line 

was created to restore and 

customize automotive components 

like trim, wheels and 

engine compartments, and are 

great for the DIY or professional. 

ColorBond Pro Tech Trim Color 

auto trim paint is great for wheel 

flairs, mirrors, window trim, door 

trim, and bumpers. Primarily 

metallic paints, they have been 

created to match OEM finishes 

on a wide range of exterior 

components and can also be used 

on interior hard plastic metallic 

finished trim. 

ColorBond Pro Tech Trim 

Color auto trim paint provides 

a beautiful, durable and longlasting 

finish, and is perfect for 

cars, boats, motorcycles and 

other power sports vehicles. Pro 

Tech provides a correct, easy and 

economical method for painting 

interior and exterior plastic trim. 

Users can enjoy easily refurbishing 

and restyling vehicle trim 

with excellent results. 


EVENTS 

CALENDAR 

SPLASH! 

OCT 10 

Mirage Hotel, Las Vegas 

www.carwash.org 

IDA Webinar 

Benefits of Education 

through the IDA 

OCT 17 

https://the-ida.com/events 

IDA Certification 

Event - Phase I & II 

(CD-SV) 

OCT 26 

presented by AMDetails 

Elgin, Morayshire 


Event - Phase I & II 

(CD-SV) 

NOV 1 

presented by Polished and 

Waxed / AF Autoclean 

Upper Ballinderry, Lisburn 

SEMA Show 2019 

NOV 5-8 

Las Vegas Convention Center 

Las Vegas 

www.semashow.com 

IDA Meet and 

Greet at SEMA 

NOV 5 

5 p.m. – 8 p.m. 


Event - Phase I (CD) 

at the SEMA Show 

NOV 6, 2019 

Las Vegas, Nevada 

NOV 21 

IDA Webinar: Basic 

Financials 101 

https://the-ida.com/events 

Mobile Tech Expo 

- Orlando 

JAN 30-FEB 1, 

2020 

The Rosen Shingle Creek 

Orlando, Florida 

SEMA is Here! 

The 2019 SEMA Show, taking place November 5-8, 2019, 

at the Las Vegas Convention Center is right around the corner. 

The three-day event, known as the premier automotive specialty 

products trade event in the world, drew more than 70,000 domestic 

and international buyers in 2018. Displays were segmented 

into 12 sections, and a New Products Showcase featured nearly 

3,000 newly introduced parts, tools and components. 

Here is a guide specifically for detailers for the upcoming show: 

Exhibitors 

The North Hall is where detailers will be exhibiting, however Meguiar’s and Mothers will be in the Central Hall/Grand 

Lobby. There will 277 companies exhibiting under the Restyling Car Care category. Those companies include: 

NORTH HALL 

3D High Definition Car Care (12461) 

3M (12145) 

3M (61021) 

3W Auto Accessory (32325) 

Adenna (10161) 

ADSG Dongsai (China) Car-Styling Co., Ltd. 

(15407) 

Aegis Car Seat Cover (13175) 

AERO Detail Products (12727) 

AeroCatch (50329) 

AIR DESIGN (12861) 

Alea Leather (12527) 

All-Fit Automotive (13184) 

AlloyGator North America (12721) 

American Pacific Corp. (12615) 

American Standard Window Film (12131) 

AMON Industry Co., Ltd. (34290) 

Angel-GUARD Products, Inc. (12428) 

Angelwax (13133) 

APE Wraps (16422) 

APE Wraps (61016) 

Autofiber (15222) 

Automotive Synergy (12905) 

Autosmart International Inc. (12521) 

AutoTecknic USA (12210) 

Avery Dennison (12659) 

B&B Blending (16727) 

B&B Blending (61026) 

Banzai Sports JDM (50223) 

Bates Industries Co. Ltd. (12620) 

BDK USA Inc. (12377) 

Beugler Stripers (13139) 

Big Bond (32299) 

Biocide Systems (12323) 

Bishop Innovations, HOZEEZ (12918) 

BLVD-LPF (33269) 

Braun Automotive (12949) 

Buff & Shine Manufacturing, Inc. (13155) 

BuffPro (12984) 

California Dream / Restylers’ Choice (12722) 

Car Coaster LLC (52232) 

CARIGHT Window Tint & Car Wrap Tools Manufacturing 

(13167) 

Ceramic Pro Americas LLC (13053) 

Champion Seat Systems (34266) 

Changzhou Pengxiang Automobile Decoration 

Factory (13147) 

Changzhou Sanyou Dissan Protective Materials 

Mfg C (12549) 

Changzhou Wenye Auto Lamp Co., Ltd. (51426) 

Changzhou Yizhao Auto Exterior Parts Co., Ltd. 

(51325) 

Chemical Guys (12961) 

Cherng Yi Hsing Plastic Plating Factory Co., Ltd. 

(12809) 

Clinched Flares, LLC (50711) 

Clinched Flares, LLC (V269) 

Coast to Coast International (12533) 

Colourlock USA (50523) 

Conergies Laminating & Coating (38231) 

Confezioni Andrea North America (52111) 

CoverSecure (52022) 

Cowles Products (12333) 

Craft Customs Steering Wheels & Dashes 

(38181) 

CS-II International Inc. (13151) 

Cynosura International Co., Ltd. (30344) 

Dash Designs Inc. (12739) 

Dawn Enterprises, Inc. (12539) 

Day to Day Imports, Inc. (12371) 

DC Safety Sales Co. Inc. (12329) 

Defender-N (51222) 

DeOdorPro (50124) 

Diederichs Karosserieteile GmbH (15623) 

DingZing Advanced Materials Inc. (15207) 

Douglas Corporation (13141) 

Dr. ColorChip Corp. (12686) 

Drop Products (52119) 

Dynabrade (10217) 

Dynafy (12985) 

Eagle Enterprises Inc. (12674) 

EAS40-1000 Rollover Inlet Check Valve Fuel 

Tank Re (33319) 

Eastman Performance Films, LLC (12117) 

Eclipse Sunshades (51204) 

ECP, Inc. (12921) 

Element 119 (50105) 

EUROPEAN AMERICAN ARMORY (12903) 

Excel Make Automotive Inc. (12327) 

EZ Lip LLC (13173) 

Fasnap Corp. (31299) 

FH Group (13163) 

FILINK (12923) 

Flamingo Car Care Tech Co., Ltd. (48233) 

Flex North America, Inc. (12365) 

Flex Seal Family of Products (13033) 

Flex Seal Family of Products (62124) 

Flexishield & Luxo (12869) 

Flink International Co. Ltd. (34254) 

FM Co., Ltd. - Window film (12386) 

FRD (16022) 

FUN LINES (12585) 

GiantGear (32293) 

Gliptone (12755) 

Global Window Films (12423) 

Gloss It Car Care (12555) 

Goizper Spraying North America (50819) 

Golden Knight Enterprise Co. Ltd. (12819) 

Greer Products LLC Thumbguntool Polish Dispenser 

(51323) 

Griot’s Garage, Inc. (13039) 

Griot’s Garage, Inc. (61002) 

Grit Guard, Inc. (12933) 

Gtechniq (15421) 

Guangdong Carbonss Tuning Co., Ltd. (74005) 

Guangdong Carlas Industrial Co., Ltd. (52126) 

Guangdong New Vision Film Co. Ltd. (12286) 

Guangzhou Joesong New Materials Technology 

Co., Lt (34344) 

Guangzhou Laige Auto Accessories Co. Ltd. 

(12575) 

Guangzhou Sino Group Co., Ltd. (50322) 

Guangzhou Wanlong Automotive Products Co., 

Ltd. (35344) 

Guangzhou Yagai Trade Co., Ltd. (48227) 

Guangzhou Yajiu Composite Co., Ltd. (12430) 

Guangzhou YCL Car Accessories Co., Ltd. 

(15509) 

Guangzhou Younick Automotive Products Co. 

(52023) 

Guangzhou Yupeng Auto Parts Co. Ltd. (16515) 

Guangzhou ZSMELL Window Film Co., Ltd. 

(15506) 

GYEON Quartz (13045) 

Heat-Max (2007) Inc. (16124) 

HEXIS (12469) 

Hoodfins Inc. (16429) 

HSIN YI Chang Industry Co. (34288) 

Hyperformance Glass Products LLC (30289) 

IGL Coatings (12943) 

ITW Evercoat 

Ivan Tampi Customs (50911) 

Jada Toys (50119) 

Jax Wax Car Care Products (51225) 

Jiang Xi Kewei Film New Material Co., Ltd. 

(12267) 

Jiangsu 1234 Auto Technology Co. Ltd. (16015) 

Johns 360 Coatings (50201) 

Johnson Window Films (12431) 

Katzkin Automotive Leather (12439) 

KDX America (13121) 

KK Label Zhong Shan Inc. (12579) 

Kleen-Rite Corp. (16227) 

Koch-Chemie (52110) 

KOLCHUGA (50730) 

KPMF (12975) 

KUHL RACING / ROHAN (15217) 

Lake Country Manufacturing / LC Power Tools 

(50907) 

LD Nano Sensational (52122) 

LeatherSeatsPrime (51211) 

Legendz Carbon Auto Parts LLC (32332) 

Lethal Threat (12827) 

Liquid Armour Protective Coatings (15118) 

Luxwood Auto Trim Design Inc. (13179) 

MDI - Mercantile Development (10747) 

Madico, Inc. (12451) 

Matrix Films (12749) 

Maxpro Window Films (13027) 

Maxshine Global (16707) 

Mengzhou Yuxiangyun Auto Electronics Co. Ltd. 

(34258) 

MetroVac (12914) 

MFR Engineering Inc. (40296) 

MFR Engineering Inc. (V135) and (V137) 

Montroy Automotive Division (13008) 

Moore & Giles (50419) 

Moso Natural (50404) 

MTM HYDRO (50319) 

Mutoh America Inc (12139) 

NANOSKIN Car Care Products (12627) 

NEXFIL USA Inc. (13061) 

NFS Sport International (12911) 

Northwest Seat Covers / Pacific Restyling Products 

(12543) 

NuVinAir Global (51301) 

ODE Auto Parts Co., Ltd. (12486) 

Odor Medicine/Aerosol Dyes (13161) 

OKI Data (16627) 

Olein Refinery & Lubricants (50406) 

ORAFOL Americas (12475), (V32) and (V97) 

Orexmotorsports (13018) 

OYA Carbon Co. Ltd. (51100) 

P&S Detail Products (12821) 

P.U. Tech Spoiler LP (12432) 

Pacific Rim & Trim International (12831) 

Padxpress (34331) 

Pan Taiwan Enterprise Co., Ltd. (12611) 

PG Perma Glass (12716) 

Plasticolor / Chroma, LBMB Companies (33320) 

Powder-X Coating Systems (44324) 

Pressure On Demand Systems (12422) 

Procter & Gamble Professional (12843) 

Protec Window Film (13050) 

PRO® Products (31261) 

Purestar (12803) 

QB Enterprises (31273) 

Qingdao Tianchen Jiachuang Co. Ltd. (16127) 

QuikSnap (52228) 

RAGGTOPP/WOLFSTEINS 

Pro-Series (13038) 

Ray-Action Designs Inc. (13048) 

Restore Coat (50422) 

Restylers International (13145) 

REV Auto (32322) 

Rhino Films & Detailing (34339) 

Ri-Tar Enterprises Inc. (12617) 

Rimblades (12385) 

RimPro-Tec / Wheel Bands (13181) 

Road Comforts (32269) 

Roadwire Leather Interiors (12317) 

Ruff Tuff Products (12561) 

Ruian JiaBeir Auto Parts Co. Ltd. (75011) 

RUPES S.p.A. (12173) 


Jay Leno to hand out New Product awards 

Jay Leno will help kick off the opening 

day of the 2019 SEMA Show, Tuesday, 

November 5, as a special guest at the New 

Products Awards Breakfast. The awards 

recognize the most innovative and cutting-edge 

aftermarket products that will 

be for sale in 2019. 

Each of the 16 award categories has 

one winner and two runners-up. Winners 

are selected based on a variety of factors, 

such as superiority of innovation, technical 

achievement, quality and workmanship, 

consumer appeal and marketability 

and more. 

Product categories include: 

Collision Repair & Refinish 

Exterior Accessory Product 

Interior Accessory Product 

Mobile Electronics Product 

Off-Road/4-Wheel-Drive Product 

Performance-Racing Product 

Performance-Street Product 

Powersports Product 

Street Rod/Custom Car Product 

Tire and Related Product 

Tools and Equipment Product 

Van/Pickup/Sport-Utility Product 

Wheel and Related Product 

Engineered New Product 

Merchandising Display 

Packaging Design 

Tickets to the event— to be held at 

7:30 a.m., at the Westgate Las Vegas 

Resort & Casino—are free and available 

online when registering for your SEMA 

Show badge. 

New Product entries submitted by 

SEMA- and TIA-member companies 

that are checked-in before 10 a.m., 

Monday, November 4, will be included 

in SEMA’s annual New Products Awards 

competition. Award winners will also 

be recognized at the annual SEMA Industry 

Awards Banquet the evening of 

Thursday, November 7. 

Education for Detailers 

Wednesday, Nov 6th 

Is It Time To Sell Your Biz 

10:15 AM - 11:15 PM | LVCC, N252 

Presented by: Gene Marks, CPA | President 

& CEO of The Marks Group P.C. 

It doesn’t matter whether you plan to 

sell your business next year or ten years 

from now. The more important question is 

what is your business really worth today and 

how can you increase its value every year? 

You should be thinking this way all the 

time. You should be building value all the 

time. Because one day you might want to 

sell your company. Or a potential buyer 

may appear who makes an offer. And you 

want to be ready. You want your business 

to be as valuable as possible. 

Gene’s presentation will help you focus 

on what you need to do to build value 

in your company and to position it to be 

sold…next year, or ten years from now. 

Gene explains why so many business 

owners will be selling their businesses 

over the next few years and how you can 

capitalize on that trend. He’ll take you 

through the reasons why business owners 

sell and what smart buyers are looking 

for. He’ll give you the essential tools you’ll 

need to know how to value your business 

like a professional appraiser. And you 

may not like what he tells you! But most 

importantly you’ll walk away with critical, 

real-life tactics for operating your company 

at its highest level. Because maybe you 

do want to sell it someday. Or maybe you 

don’t. In either case, don’t you still want 

to be as profitable as possible? 

Entrepreneurship in the 

Automotive - Aftermarket 

3:00 PM - 4:00 PM | LVCC, N253 

Moderated by the 2016 Gen III Innovator 

with a stacked panel of industry heavyweights 

including Jesse James, Brian 

Scotto, Andrew Johnson and Jon Pulli. 

In this panel discussion you will get 

to hear from and interact with industry 

professionals who have started and grown 

a business from absolutely nothing. Perfect 

for any stage business owner or budding 

entrepreneurs. Are you curious how 

venture capital works? Are you currently 

struggling through growing pains? Whatever 

it may be, this is your chance to gain 

intimate knowledge of how to succeed in 

creating a sustainable business within the 

automotive aftermarket. 

Thursday, Nov 7th 

How to Respond to Online 

Reviews: Best Practices 

9:30 AM - 10:30 AM | LVCC, N256 

Presented by: Kent Lewis, President & 

Founder | Anvil Media, Inc 

The reputation economy is alive and 

well in 2019. Aftermarket automotive 

brands big and small, from manufacturers, 

retailers and service providers are all impacted 

by online reviews. As a result, companies 

must be proactive and disciplined 

about managing online reviews to maximize 

the positive impact on brand perception 

and ultimately, sales. Brands can 

increase customer advocacy by up to 25 

percent by replying to a review or decrease 

advocacy by up to 50 percent by not replying. 

While the motivation to monitor and 

manage online reviews is clear, many automotive 

brands still struggle to develop an 

effective online review management program. 

This session outlines best practices 

in terms of generating positive reviews and 

responding to negative reviews, including 

tools, processes and resources. 

Future Dates 

2020 SEMA Show: Nov 3 - 6 



2023 SEMA Show: Oct 31 - Nov 3 





2028 SEMA Show: Oct 31 - Nov 3 

Rust-Oleum Corporation (13073) 

Rustkote Corrosion Prevention (31323) 

S&J International Inc. (Ecostar microfiber) 

(15122) 

SB3 Coatings (11553) 

S.M. Arnold, Inc. (12785) 

Saint-Gobain (12618) and (12673) 

SAMURAI 2K Paint USA (30282) 

Sam’s Detailing (33317) 

SCENTED PROMOTIONS (52222) 

SCENTZ4U LLC (16321) 

Scheel-Mann Seats (36199) 

SeaSucker (34251) 

SeatbeltPlanet.com (50326) 

servFaces GmbH (12417) 

Shanghai Ho Chi Technology Co., Ltd. (12571) 

Shanghai Sepna Chemical Technology Co., Ltd. 

(50301) 

Sharpline Converting Inc. (12631) 

Shenzhen i-Like Fine Chemical Co., Ltd. (48229) 

Sherwin-Williams Automotive Finishes (10839) 

Sherwood Innovations (12715) 

ShineMate Auto Polishing Tool System (10874) 

Shiniest Industries Inc. (12815) 

SICAN Window Films (12565) 

Sideways Fab (50304) 

Signature Products Group (12649) 

Sizver (13085) 

Sky’s the Limit Car Care (12929) 

SLIPLO Universal Skid Plates (51319) 

Sojoy Auto USA Ltd. (16324) 

Solarfree Window Film (12185) 

SolarPro Window Film (33265) 

Solink International Manufactures Co., Ltd. 

(12511) 

SONAX GmbH (12161) 

Sports Licensing Solutions (12519) 

Steamericas, Inc. (10533) 

STEK (16121) 

Stinger Chemicals (12743) 

STO N SHO (12167) 

Stoner Car Care (51011) 

Street Legal Products (12810) 

Superpads (50426) 

Symplex USA (12986) 

Syuanen Enterprise Co., Ltd. (12720) 

Taizhou Huangyan Maorong Plastic Mould Co. Ltd. 

(12643) and (38121) 

Taizhou Yusen Auto Accessories Co. Ltd. (15507) 

TECKWRAP (13021) 

The Bracketeer (71000) 

The Detail Guardz Premium Car Care Products 

(50623) 

The Original California Car Duster Company 

(12849) 

The Rag Company (50519) 

The Seat Shop (12955) 

The Wax Shop (16610) 

ThermalBlade LLC (13015) 

THREE HUNDRED (30299) 

Tianmei Auto Seat Cover (16006) 

Tonyin Car Care (16528) 

Tornador Tools (12915) 

TRAPLY (13014) 

Trim Illusion (12744) 

Trim-Gard Company Limited (12515) 

Trulers (16026) 

Trulers (V315) 

TUXMAT The Ultimate Car Mat (33316) 

Twinake Industry Co Ltd (12816) 

TWN Industries (12484) 

United Covers Inc. (12637) 

Universal Products, Inc. (12622) 

UPPF (16115) 

Vis Racing Sports Inc. (51219) 

Waxedshine (51206) 

WD-40 Company (62129) 

WELLvisors (38123) 

Western Pacific Trading Inc. (73011) 

Wet Okole Hawaii Seat Covers (12731) 

Willpak Industries Inc. (12616) 

Winda Products (12510) 

WINDOW FILM MAGAZINE (WFM) (12714) 

Winner International (The CLUB) (12853) 

Wintech Window Films (12353) 

www.lithiumautocare.com (52024) 

X-Kote Paint Renewal Systems Inc. (12839) 

XPEL (12339) 

XSUN Window Films (12361) 

YATU Advanced Materials Co., Ltd. (12967) 

Young Sung (12939) 

Yuyao Fuyi Auto Decoration Parts Co. Ltd. (12742) 

Zealio (12904) 

Zhejiang Meisheng New Material Co., Ltd. 

(16526) 

Zhejiang Purple Light Technology Co., Ltd. 

(33345) 

Zhejiang Shichuang Optics Film Manufacturing 

(51422) 

Zhongshan Aokai Auto Parts Manufacturing Co. 

Ltd. (13016) 

CENTRAL/GRAND LOBBY 

Mothers Polish (22357), (61008) and (61036) 

Meguiar’s (23643) and (6100 


Detailing News 

CarMax makes massive call for detailers 

Detailers everywhere may soon have 

a major competitive juggernaut on their 

hands as CarMax, a nationwide auto superstore, 

is looking to hire 850 detailers, 

painters and technicians, according to a 

Sacramento Business Journal article. 

On September 12, 18 locations throughout 

the country held a hiring event - the largest 

ever technician and detailer hiring effort. 

In the retailer’s first fiscal quarter in 

Company News 

LC Power Tools Names Robert 

Eichelberg Global Sales 

Director 

LC Power Tools of Oconomowoc, 

Wisconsin, announced the appointment 

of Robert Eichelberg as Global Sales 

Director. In his new role, Eichelberg will 

oversee sales and marketing for the professional 

power tool manufacturer, beginning 

with the launch of UDOS, the 

world’s first 5-in-1 professional polisher 

for the detailing market. 

Eichelberg has more than 40 years 

of experience in the power tool market, 

most recently serving as President of Flex 

North America, a position he held from 

2001 to 2019. His prior experience includes 

work for Black & Decker/DeWalt, 

Skil and Porter Cable power tool brands. 

“Having Bob join our team is an important 

next step in the evolution of LC 

Power Tools as a company. We’ve spent the 

past year focused on the design and manufacturing 

of UDOS, and now we’re ready 

CSI ® announces new regional 

sales manager for Florida 

Cleaning Systems, Inc. (CSI) of De 

Pere, Wisconsin, announced the hiring 

of Victor Buffo to the position of Lustra® 

Regional Sales Manager for Florida. 

Victor is based in Atlanta, Georgia, 

and will help support the Southeast with 

emphasis on Florida. For the past 18 

years Victor was with ZEP Vehicle Care 

Division as a Territory Manager, Corporate 

Account Specialist and most recently 

was Distributor Sales Development 

2019, which ended May 31, it reported 

a 13% increase in used-vehicle sales over 

the previous year, the Journal reported. 

“The company is in a period of growth. 

It opened 15 new stores in the previous 

fiscal year and in the first quarter of 2019 

opened three new stores, and reported record 

net income and earnings per share 

and a 12% increase in net sales and operating 

revenue to $5.37 billion.” 

for our sales 

launch,” company 

President 

Jay Schneider 

stated in a 

press release. Robert Eichelberg 

“Bob’s extensive 

background and knowledge of the 

professional tool market will allow us to 

continue to build on our strong distributor 

relationships worldwide as we grow and introduce 

new products to the line.” 

“It’s exciting to be joining this new 

company just prior to the launch of this 

innovative power tool that will revolutionize 

the detailing industry. This type 

of opportunity doesn’t come along very 

often, and I’m looking forward to working 

with the team to build the LC Power 

Tools brand,” said Eichelberg. 

Manager responsible for directly managing 

their distributor network that spans 

the East Coast and Eastern Canada. 

Dave Krause, President and CEO of 

CSI, stated in a press release, “We are 

excited to welcome Victor to the Lustra 

Division Team. His industry experience, 

breadth of roles and responsibilities and 

relationship strength will be a great contribution 

to the ongoing success of our 

Southeast team.” 

New HRE wheels are titanium-based 

An article from Jalopnik titled, Your 

Detailing Guy is Going to Be P#$@!?, 

laments for the detailer assigned to a car 

with HRE3D+ wheels. Why? Because 

they are lightweight, made of Titanium 

and are probably more than $2,000 

each. Journalist Kristen Lee wrote that 

they are made using something called 

Direct Metal Laser Melting, in which lasers 

melt very fine titanium powder on 

top of itself to build a form, and Electron 

Beam Melting, a refining process where 

LSI Industries Inc., a manufacturer of 

outdoor and indoor lighting and graphics 

for commercial, industrial, and multi-site 

retail applications, has named Erin Nichols 

as its new national accounts sales manager. 

Nichols will work with distributors 

to expand lighting product sales, manage 

customer satisfaction, and provide 

the first-class service upon which LSI is 

built. In addition, Nichols will be instrumental 

in creating direct relationships with 

a range of national retailers, including 

hypermarket, warehouse, discount, and 

retail-banking formats, by leveraging the 

strength of LSI Industries’ diverse product 

offerings, and helping LSI’s customers 

to be more competitive in their markets. 

Prior to joining LSI Industries, Nichols 

achieved impressive revenue-generation, 

customer-acquisition and customer-retention 

metrics in account management 

and business development roles for the 

medical and pharmaceutical industries. 

LSI has also appointed Thomas A. 

Caneris as Senior Vice President – Human 

Resources and General Counsel. 

Caneris brings to LSI more than 30 years 

of experience as a practicing attorney and 

senior advisor in both public and private 

company settings. Most recently, he was 

a Senior Vice President at PharMerica 

Corporation from 2007 through 2019, 

leading the Human Resources Group 

and serving as General Counsel. Earlier 

in his career, he served as Commercial Affairs 

Counsel for AK Steel Corporation. 

a beam of electrons heats and fuses raw 

materials in a vacuum. 

“The person who buys these HRE3D+ 

wheels for their car most certainly has a 

detailer on hand, they don’t do that themselves. 

And if that detailer charges by the 

hour, then how many hours will it be until 

he or she dies of old age? Because that 

seems like approximately how long it’ll 

take to polish these wheels, especially if you 

put them on a car that produces a lot of 

brake dust…” 

LSI announces new hires and new facility 

Thomas A. Caneris 

Erin Nichols 

Caneris will focus on the acceleration of 

LSI Industries’ initiatives to retain and 

attract top talent and continue efforts to 

deliver a customer-centric organization 

and workforce that enriches skill, diversity, 

and satisfaction. In addition to guiding 

the organization on all aspects of human 

resources, he will utilize his wealth of operational 

knowledge to collaborate with 

functional leaders in several areas of the 

business, including communications, investor 

relations, and government affairs. 

In other LSI news, a press release announced 

that the town of New Windsor, 

New York, will host the company’s new 

facility. “Congratulations are in order 

for the town of New Windsor for its approval 

of the ground lease, which clears 

the way for a new owner to offer quality 

jobs in another wise dormant commercial 

space,” said Jim Clark, President and 

CEO. “We’re thrilled to be close to completing 

this transaction.” 

LSI headquarters is in Cincinnati, 

Ohio, and has facilities in Ohio, Kentucky, 

California, New York, North Carolina, 

Rhode Island and Texas. 


DETAIL 

DOCTOR 

Repairing acid rain 

& rail dust damage 

These step-by-step procedures can product great 

results, but know when it is time to say “uncle” 

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 buda@detailplus.com. 

By Bud Abraham 

buda@detailplus.com 

When industrial pollutants such as 

nitrogen oxides and sulfur dioxide combine 

with water in the atmosphere, the 

result is nitric or sulfuric acid that falls to 

the ground as rain — acid rain. 

If a vehicle is washed and dried after 

every rain shower, acid rain won’t have 

time to harm the finish. If it is left on a 

vehicle and then exposed to the sun the 

acid rain has high potential for harm. 

How Acid Rain 

Harms Finishes 

Heat evaporates the water from acid 

rain drops, leaving behind a more concentrated 

acid. 

The damage caused by this acid looks 

like dried, discolored water droplets or 

like white rings with a clear, dull center. 

In severe cases, acid rain can cause low 

pits or craters. 

How you deal with this damage depends 

on: 

Editor’s Note: While we here at Auto Detailing News admire and appreciate Bud 

Abraham, please note that his opinions expressed in his Detail Doctor columns do not 

necessarily reflect the opinions of Auto Detailing News. If you have a strong opinion 

about Bud’s article, feel free to write a Letter to the Editor and send it to Debra Gorgos 

at debrag@autodetailingnews.com. 

How deep it is 

Your knowledge of acid rain age, 

and 

Whether you know when to say 

“uncle,” such as when the buffer 

and compound won’t work and a 

wet sand or repaint is necessary. 

Here are the steps to follow to properly 

remove acid rain damage 

Step 1: 

Assess the Damage 

Examine the vehicle’s horizontal surfaces 

such as the deck, hood and arid 

roof and do this under very good lighting 

or use a paint magnifier to determine 

severity of the damage. 

There are three levels (listed from 

least to worst damaged) of acid rain 

damage in base coat/clear finishes: 

Level 1: The damage is confined 

to the surface of the clear coat 

(least severe) 

Level 2: The damage has gone 

beyond the surface and etched into 

the clear coat, or 

Level 3: The damage has etched 

through the clear coat into the base 

coat color (most severe). 

Step 2: 

Clean and Neutralize 

These steps should always be followed 

regardless of the degree of damage: 

1. Wash with detergent and dry 

thoroughly. 

2. Clean affected areas with a wax or 

grease remover. 

continued ... 


DETAIL 

DOCTOR 

3. Neutralize damaged panels 

with baking soda solution (one 

tablespoon soda per quart of 

water). 

4. Rinse with water and rewash and 

dry the area. 

Step 3: 

Repair the Damage 

Level 1 damage (surface): 

Wet sand with ultra-fine (1,500- 

2,000 grit) that has been soaked in 

a soap and water solution for five 

to six minutes. Go slowly to avoid 

removing too much clear coat. 

Buff with medium grit compound 

(1,500 to 2,000) and poly/wool pad 

with the buffer at 1,750 RPMs. 

Swirl marks can be removed by 

using a polish swirl remover with 

foam polishing pad and buffer at 

about 1,300 RPMs. 

Level 2 damage (into the clear): 

Requires sanding and repainting of 

clear coat. Not recommended for 

detailers. 

Level 3 damage (through the clear coat 

into the base coat): 

Requires sanding and reapplication 

of both basecoat and 

clear coat. Not recommended for 

detailers. 

For More 

Severe Damage: 

In severe cases the paint will have to 

be completely stripped. It is important 

that a detailer is able to recognize the 

various levels of acid rain damage and 

know what can and cannot be repaired. 

This helps to avoid damaging the 

paint more than it is, and/ or having an 

unhappy customer who has the wrong 

expectations. 

Rail Dust 

The major source of rail dust is the 

tiny iron particles produced by friction 

between a train’s wheels and the tracks. 

These particles can actually become embedded, 

or melted into, the vehicle’s finish 

during transportation. 

Rail dust can also be deposited on 

vehicles if they’re stored near steel ore 

yards or similar operations that produce 

iron dust. 

Rail dust creates bumps in the surface 

of the finish that may penetrate into 

the paint. Rust colored spots in the paint 

usually indicate rail dust damage. 

Like acid rain, there are different procedures 

for repairing rail dust damage, 

depending on its severity: 

Step 1: 

WHAT IS ACID 

RAIN? 

According to the Environmental Protection 

Agency, acid rain, or acid deposition, 

is a broad term that includes any 

form of precipitation with acidic components, 

such as sulfuric or nitric acid that 

fall to the ground from the atmosphere in 

wet or dry forms. This can include rain, 

snow, fog, hail or even dust that is acidic. 

When sulfur dioxide (SO2) and nitrogen 

oxides (NOX) are emitted into the 

atmosphere they react with water, oxygen 

and other chemicals to form sulfuric 

and nitric acids. They then mix with water 

and other substances before landing 

on the ground (or a vehicle). 

Acid rain is caused by: 

Burning of fossil fuels to generate 

electricity 

Vehicles and heavy equipment. 

Manufacturing, oil refineries and 

other industries. 

A minor cause are natural resources 

such as volcanoes 

Where is acid rain in the 

United States? 

According to Sciencing.com, parts of 

the eastern United States once had some 

of the highest levels of acid rain in the 

world, “due to emissions from Midwestern 

coal-burning power plants. In parts 

of New Jersey, for example, over 90 percent 

of freshwater streams are still acidic 

today due to acid rain, according to the 

U.S. Environmental Protection Agency.” 

Levels of acid rain have decreased, 

thanks to the Clean Air Act of 1970, but 

it is still an issue nationwide. 

What is rail dust? 

According to the Detailers Dictionary 

(author, Chris Evans) rail dust is 

red or rust color spots on the finish that 

can penetrate deep into the carl coat. It 

is caused by the transporting of vehicles 

on railways. 

According to the American Association 

of Railroads, the transporting of 

vehicle via train started back in the early 

1900s thanks to Henry Ford’s Highland 

Park assembly plant. 

“As demand for new automobiles 

grew, railroads designed a railcar specifically 

for the movement of automobiles. 

This innovation greatly increased the 

number of autos carried per railcar from 

two to ten or more. Today, a single train 

can move 750 vehicles at once.” 

Last year, it was reported that U.S. 

Class I railroads moved 1.8 million 

carloads of motor vehicles and parts 

throughout the United States. 


Assess the Damage 

Rail dust will create bumps in the vehicle’s 

surface. Use a paint magnifier to 

inspect the damage thoroughly. 

Step 2: 

Clean and Neutralize 

Wash the vehicle with soap and 

water and dry it. 

Clean the damaged areas with a 

grease or wax remover. 

Rinse the car with cold water in a 

cool or shaded area. 

Step 3: 

Repair the Damage 

Level I damage (Surface): 

Remove rail dust by soaking several 

terry cloth towels in a container of 

rail dust remover (oxalic acid) and 

lay towels on the damaged areas. 

Oxalic acid is an acidic substance 

that breaks down iron particles 

in the finish. It is very dangerous, 

requiring users to wear protective 

equipment, including gloves and 

goggles. Follow the manufacturer’s 

recommendations regarding 

handling and disposal. 

After towels have been soaked and 

laid on the damaged panels, keep 

them moist so the rail dust remover 

doesn’t dry on the vehicle’s surface. 

After about 20 minutes, remove 

the towels, rinse the area with cool 

water, and make sure the rail dust 

has been completely removed. 

Use a paint magnifier for closer 

inspection. If the paint is still 

contaminated, apply the towels up 

to three more times (following the 

steps outlined above). 

If particles are still embedded in 

the finish, select a test area and wet 

sand by hand with 1,500 or 2,000- 

grit sandpaper. Use liberal amounts 

of water to rinse uprooted rail dust 

particles off the surface. 

Squeegee the water off and 

inspect the area again with a paint 

magnifier. If wet-sanding the test 

area alleviates the problem, repair 

the entire panel in the same manner. 

Using buffers, polish and a foam 

pad, polish the surface. 

Level II Damage (Into the clear): 

Requires sanding and repainting of 

clear coat. Not recommended for detailers. 

Level III Damage (Through the clear 

coat to basecoat): 

Requires sanding and re-application 

of both basecoat and clear 

coat. Not recommended for detailers. 

DETAIL 

DOCTOR 

Other Common 

Environmental 

Hazards 

Along with acid rain and rail dust, 

there are other hazards caused by the 

environment. Detailers should learn how 

to treat the following hazards found on 

vehicles: 

Gravel and road salt 

Industrial fallout including ash from 

industrial smokestacks 

Tree sap 

Bird droppings and insects 

continued ... 


The POWER of : 

• Increased profits and knowledge through free benchmarking for CETA Members. 

• CETA Annual Convention with Tradeshow to socialize, learn and stay informed. 

• Certifications for Distributors. 

• CPC100 Performance Standard for Manufacturers Equipment. 

• Use of CETA Logos, and CPC100 Performance Standards Logo. 

• Access to leasing programs with discounted rates. 

• Access to discounted shipping rates. 

• Networking potential. 

• CETA newsletter - Access and ability to contribute. 

• Lost & stolen equipment alerts. 

• Scholarships available for CETA member’s family and employees. 

• Credit card processing discount program. 

• - Education for Distributors. 

The CETA Technical Committee reviews, clarifies and interprets 

technical, safety and regulatory issues impacting the pressure 

washer industry. Changes the Industry is facing in 2019 and 

beyond, changes to the CETA Performance Standard, CETA Prop 

65 and deadline on UL60335-2-79. CETA understands the 

frustrations its members face when it comes to finding correct 

answers. To ease that frustration, members have access to the 

Technical Committee. This infor-mation is distributed to CETA 

members through various ways throughout the year, including: 

• Annually revised strategic plans. 

• Annual Trade Show meetings. 

• Special Member alerts via website postings, email or letters. 

• Personal phone or written correspondence as requested to 

the CETA office. 

This is your Industry CETA is working for. 

Help support it by becoming 

a CETA Member today! 

Not a CETA Member, but want to be? Contact the CETA Office today at 

800-441-0111, or visit ceta.org for a Member Application! 

at 2020! 

In Reno, NV, October 24th-27th, 2020, to CELEBRATE CETA’s 30th Anniversary! 

CETA and PWNA will co-locate their trade shows again in 2020. The two associations coming together will bring incredible opportunities 

for attendees. While both associations will remain independent and have events on their own, CETA and PWNA 

share one goal: 

Two Teams. One Vision. 

Advancing the Industry forward. 

www.ceta.org | 800-441-0111 | info@ceta.org

what is the 

DETAIL 

MAF IA? 

Renny 

Doyle 

The 

Godfather 

“Overworking 

is overrated” 

Jim Goguen 

Consigliere 

“Remember where 

you came from.” 

LOCATION Ipswich, Massachusetts. 

BUSINESS 

Jim’s Auto Installations & Detailing Center. 

How long have you been detailing? 

33 Years. 

How did you get involved with the Detail Mafia? 

While at Mobile Tech Expo 2006 I met Renny at a detailer’s meet and greet. We hit it off and later that year I went to 

his training and have been with the group ever since. 

What does being a part of the Mafia mean to you? 

It means being part of a family or group that wants to see and help you succeed. We are more than just about 

business and detailing -- we help each other with personal goals. 

What is your role in the Mafia? 

I am currently the Vice President. I also work with Renny in planning our events such at SEMA and Mobile Tech. 

What do you think is a misconception about the Detail Mafia? 

I think one of the biggest assumptions is that everyone that goes through training is new to the detailing business. 

The truth is probably close to half have been detailing for a few years and many, like myself, join after 10+ years of 

being in business. I actually went after 20 years. 

If you meet a detailer who wants to be a part of the Mafia, what do you want them to know? 

We are not a rough crowd. Actually, it is the opposite. We are a group that is here to help every member through any 

type of situation. Our goal is to bring the professional detailing business to the [the highest of standards] and have 

our members be recognized as having those standards. 

By Debra Gorgos, editor 

debrag@autodetailingnews.com 

The Detail what? Mafia? To those 

who are new or outside of the detailing 

industry, if you say the words DETAIL 

+ MAFIA, you can be met with a confused 

tilt of the head. A mafia, in most 

instances, can be considered a term for 

families entangled in underground crime 

networks. But, not the Detail Mafia. In 

fact, it is the exact opposite. An assemblage 

of impassioned detailers, with 

well-wishers so involved in each other’s 

success they are there for each member 

day and night. It offers a rolodex of people 

at the ready with advice, answers, 

help. So, in the detailing world, the Detail 

Mafia is anything but criminal and is, 

instead supportive, caring and kind. But 

it isn’t just hearts and flowers, they are 

also skilled, dedicated professionals who 

want the craft of detailing to be taken seriously. 

They are made men and made 

women alright, but only because they 

have the proven skills and passion to be 

included. And, as the only entity entrusted 

with the presidential aircraft Air Force 

One, it is a force to be reckoned with. 

And, at the helm of it all is Renny 

Doyle. With over 30 years of detailing 

experience, Renny, who works out of 

Southern California, is the founder of 

Detailing Success, which offers skills and 

business management training. He is also 

a motivational speaker, and author of 

How to Start a Home-based Car Detailing 

Business. He is essentially the Godfather 

of the Detail Mafia. 

Over 10 years ago, Renny was at- 

continued ... 


DETAILMAFIA 

Andrew Swenson 

The Level 

“Whatever you do, work heartily 

as for the Lord, not for men.” 

(Colossians 3:23) 

LOCATION 

Wolfeboro, New Hampshire 

BUSINESS 

Wolfeboro Carwash & 

Executive Detail. 


11+ years professionally. 


I purchased the Wolfeboro Carwash in 2008 and saw the need for 

quality auto and marine detailing in the area. I wanted to set myself 

apart especially in the area of paint correction, so I chose to make the 

investment to train with Renny Doyle in the fall of 2008. We started having 

webinars, different training events through the year and continued in 

special projects. The network grew and evolved into the Detail Mafia. 


It has made the difference in my business. I would have been on my 

own trying to figure new aspects of business or different issues on 

my own as opposed to utilizing the expertise and experiences of 

others in the group. [And, now I offer] my expertise and experience to 

others in the Mafia. The collective knowledge and various vocational 

backgrounds in our group is incredible! I have also had the honor of 

being involved in amazing events like the Air Force One Detail Project, 

(P&S) McCall MotAorworks revival and Quail Event in Monterey, the 

Super Storm Sandy project, SEMA, Operation Sleigh Shine, and 

countless specialized trainings. And, I have met incredible lifelong 

friends in the industry! 

Another key point the Detail Mafia stands for is balance in work and 

lifestyle. We are about enjoying life, enjoying our families, recreation, 

giving of our time and not just work! Personally, I love spending time in 

the boat on lake Winnipesaukee here in New Hampshire and just being 

near the water. Our culture is busy and will eat you alive if you don’t 

have a good balance in your life. It has taken me a while to learn that 

one.....and I am still in the learning process! 


I am proud to be a member of the board of directors, one of the founding 

members of the Detail Mafia, and a Master Detailer. I am incredibly 

humbled to be in the company of such truly accomplished people! 

What do you think is a misconception 

about the Detail Mafia? 

The name can be intimidating, but Mafia means Family and that is 

what we are. We help each other out when any of us are in need. We 

pull together and support one another personally, our families, each 

other’s businesses as well as special projects. 

If you meet a detailer who wants to be a part of the 

Mafia, what do you want them to know? 

When the Detail Mafia started it was all about giving to one another 

and building each other up. Now that the group has gained notoriety, 

some want to be a part of the Mafia for what they can gain from the 

brand. If that is your motivation it shows and you probably won’t 

last long. If you are about building your business, building yourself 

personally and investing in others without always looking to see what 

you can gain from it you are Mafia material and we look forward to 

having you as a great asset to the group! 

Craig MacKay 

Triggerman 

“In business, if you can’t 

measure it you can’t manage it” 

LOCATION 

Woodinville, Washington 

BUSINESS 

Clean Planet Car Wash 

How long have you been detailing? 8 years. 


It’s a friendship with like-minded colleagues and a platform 

to give back to the industry. 


Founder and board member. 


People need to know that] we are all friendly, inclusive, caring. 

If you meet a detailer who wants to be a part of the Mafia, 

what do you want them to know? Train with Renny. It will change your life. 

tending the SEMA Show. He noticed there was 

a hush-hush mentality amongst the detailing 

community. “There were a lot of haters and 

not a lot of success stories. The industry was 

not united. I knew back then, things had to 

change. We had to be ambassadors. We had to 

unite the detailers.” Renny then started gathering 

together detailers he admired. Ones that 

could poetically mix together detailers from all 

over the world, who loved the mechanics of it 

all, who were fair, and who understood the importance 

of family. Renny said he came up with 

the name Bad Boys, even though each member 

was exceptionally kind. Then, while being 

interviewed at Mobile Tech Expo, a reporter 

asked Doyle about his newly formed group 

of envoys. “So, you’re sort of a like a Mafia?” 

asked the reporter. A light went off in Renny’s 

mental nucleus, which sparked memories of 

stories of his first-generation grandfather’s supposed 

involvement in the notorious Mafia of 

the 1930s. Renny didn’t know his grandfather 

all too well, but his penchant for “family” and 

“passion” is ever-so present in the way he works 

hard and loves fiercely. He was also a fan of 

the Dutch Bros. Coffee loyal fanbase, called the 

Dutch Mafia. And, hence, made up of gentle 

giants, the Detail Mafia was born. 

The qualifications to be a Mafia member 

are intense. “Detail Mafia Membership requires 

being sponsored by a Detail Mafia member, he 

or she must support the International Detailing 

Association, and must have unanimous approval 

from all existing Board members. The Board 

members are made up of successful detailing 

business owners who have achieved the highest 

‘Master’ level of certification,” states a press 

release. Renny also emphasizes the importance 

of homelife. Married for over 25 years to Diane, 

Renny easily boasts about his love for his 

wife (who is also his business partner) as well as 

their four children. “I want people to be happy 

in life. I don’t want Mafia members getting divorced. 

I want them to be there for their families 

and their children. That, to me, is being 

successful.” He understands that that have to 

make money as well, but finding the balance is 

key. “I want members to be aggressive businesspeople, 

but I don’t want them to find that success 

later in life, but when earlier on so that they 

can enjoy going home at the end of the day.” 

Bystanders at any of the detailing tradeshows 

should be able to easily spot Mafia members. 

Like a boyband drove, it weaves in and out of 

the tradeshow floors, picking up members along 

the way, high-fiving and nodding to others behind 

their booths. The pack of Mafia members 

are of all different sizes, nationalities and ages. 

This is something that makes Renny proud. “We 

continued ... 


Since 197777 

Lake Country Manufacturing delivers premium polishing & buffing pads and accessories. 

Our products help you get the job done perfectly. Every time. 

Lake Country Manufacturing, Inc. | Oconomowoc, Wisconsin 

| LakeCountryMFG.com

DETAILMAFIA 

are picky, but anyone can join, you just have to prove 

yourself. I know how hard it is. I have been there. 

The training is not easy. Being a detailer is not easy. 

That is why we offer everyone a mentor. And, the 

strong ones stick with it.” 

Renny says he gets over 100 Facebook messages 

a day and endless phone calls. “I want to help 

everyone,” he said. “It is impossible to get back to 

everyone and I wish I could give everyone instant 

access, but I have to give my family my attention 

at the end of the day.” Thankfully, Renny added, 

we have a great group of commanders (see sidebar). 

A few summers ago, Renny formed a board 

of directors. “I [had] been thinking about forming 

a Board of Directors for a couple of years to 

help manage and organize these high-profile detailing 

projects where I am pulled in too many directions,” 

Renny said in an earlier Auto Detailing 

News article. “Our group has been so successful 

and grown in size and diversity so that it is difficult 

for me to manage it on my own.” 

President “Dirty Harry” Sandwith of Dirty 

Harry’s Detailing in Rochelle Park, NJ, had stated, 

“Our mission is to ensure that all our detailers 

are expertly trained and follow Doyle’s proven 

approach to high-end detailing, and his advice on 

how to build a successful and profitable detailing 

business that assures customers a quality experience,” 

said Sandwith. “The automotive appearance 

industry is fluid and we must all be committed 

to ongoing education, regardless of how long 

we have been detailing. We must be dedicated as 

a group to using only the most innovative equipment, 

professional-grade products, and advanced 

paint correction and polishing techniques.” 

One endeavor coveted by Mafia members is the 

detailing of Air Force One. A team of members, 

chosen by Renny and Diane, together works tirelessly 

detailing the presidential aircraft, once used to 

transport Eisenhower, Kennedy, Johnson, and Nixon. 

Days are spent with blood, sweat and tears, pouring 

out. A national treasure is at stake. But, Renny 

knows it is in good hands. The Mafia has also been 

tasked with detailing a WWII bomber, the first-ever 

Boeing “Jumbo Jet” 747, the supersonic Concorde 

Alpha Golf, and numerous other notable aircraft 

stored at the Museum of Flight in Seattle, Washington. 

Although a detailing endeavor is rigorous, it 

is an honor to be asked to partake. Renny was first 

asked to detail the national mode of transport when 

George W. Bush was president. “I had picked up a 

detailing client, Joe Clark, who was into airplanes, 

and he had connections all over the world,” stated 

Renny. “He called and said he had a classic WWII 

T28 he wanted me to detail. I showed up and spent 

Bill Quinn 

The Squirrel 

“God – Family – Business” 

LOCATION 

Ephrata, Washington. 

BUSINESS 

The International Detailing Association, Detailing 

Success, Detail Mafia, P&S, Gtechniq, Towel Pros, 

GlassParency. 

How long have you been detailing? Started in 1973 and opened in 1990. 

How did you get involved with the Detail Mafia? Trained in 2012 – found Renny on the Internet. 

What does being a part of the Mafia mean to you? I am a board member and a Master Detailer within the 

Detail Mafia. I am also a mentor to the new members and the group as a whole. Being one of the original members it’s 

very important to see the growth from within and see it continue. 

What do you think is a misconception about the Detail Mafia? We are not a gang! We are a group of 

people from around the world with the same passion for detailing, sharing and learning. 


I ask them why… then we proceed from there. 

Robert “Bobby” 

Wiener 

The Captain 

“Integrity is choosing courage over comfort; 

choosing what is right over what is fun, fast or 

easy; and choosing to practice our values rather 

than simply professing them.” - Dr. Brené Brown 

LOCATION Long Branch, New Jersey 

BUSINESS Finer Details Auto Detailing 


I have been in business since 2011. 


Around 2010 I had been a police officer for 17 years and was looking for a business to start and build preparing for 

my retirement. I researched training centers and found Renny Doyle. I went to a training in 2011 and the Detail Mafia 

was formed shortly after that. 


Training with Renny and being a part of the Detail Mafia has been one of the greatest decisions and experiences of my 

life. I have been able to work on so many amazing projects over the years that would have never been available to me 

if I was not part of this group. Having participated in those projects, such as The Air Force One Detailing Team, The 

McCall’s Detailing Team, The Tucker Detailing Team and The Bridge Detailing Team has truly built my business much 

faster than I could have done without them. I have also been able to build lifelong friendships. 

What is your role in the Mafia? I am currently a Master Detailer and a board member. 

What do you think is a misconception about the Detail Mafia? I would like people to realize that the 

Detail Mafia as a group is dedicated to helping people and lifting up the industry as a whole. 


Being a part of this family will change your business and your life! 


DETAILMAFIA 

Harry Sandwith 

Harry the Cigar 

“Blood Makes You Related, 

Loyalty Makes You Family.” 

LOCATION 

North and Central New Jersey 

BUSINESS 

Dirty Harry’s Detailing / Hogfather 

Motorcycle Detailing. 


I have been detailing full-time since 2011 and part time since 1985. 


Trained with Renny Doyle in 2011, I am one of the founding members, also the first Detail Mafia President. 


As founding member, we have set the standards for all of those to come. 

What is your role in the Mafia? Founding Member, Master Level Detailer, and former President. 

What do you think is a misconception about the Detail Mafia? We are not trying to strong arm 

anyone out of business, we are here to help set standards that will be followed across the country. 


No matter how long you have been detailing, you first need to train with Renny and then learn how to work within a 

large group setting and be happy knowing that you are part of something special. 

Doug Parfitt 

The Negotiator 

“Life is full of challenges, champions accept 

them, and with time and commitment, 

conquer them.” 

“What is essential, is invisible to the eye.” 

LOCATION Pittsburgh, Pennsylvania 

BUSINESS Eye For Detail Mobile Auto Detailing 

How long have you been detailing? 10 years. 


I trained with Renny Doyle in August 2010 and joined the group 

immediately thereafter, attending Renny’s SEMA Summit event that year. 


I am a proud member of an elite detailing family that supports each other, promotes inclusion for all, no matter 

your level of expertise, and encourages continuing education. 


Currently serving as President of The Detail Mafia Board of Directors. 


We are a professional detailing organization, that promotes the continued growth of the industry for all, no matter 

if you’re are a member or not. 


What are your business goals? Are you ready to take your business to a new level? Let’s talk. 

a week on it. It turns out that that was a test. A test 

for something much bigger.” Renny was then flown 

out to Seattle and it was he could take a look at Air 

Force One. “They all watched me,” he said. “They 

all watched me sanding… I had never polished aluminum 

before. And then sanded some more. It turns 

out they liked what they saw.” Renny has been assigned 

with detailing the national jets ever since. 

Such detailing assignments takes impeccable 

skills, patience and teamwork. “They are the best 

of the best and to see Air Force One shining in 

the sunlight from year to year is a testament to 

our commitment, hard work, and skill. I am proud 

to be a part of this project every year and I look 

forward to many years ahead as a caretaker of 

aviation history,” Renny stated in a press release. 

The endeavor is sponsored by Flex power tools 

and polishers, Buff & Shine Manufacturing, Detailer’s 

Helper, San Francisco-based P&S Sales, 

and makers of Renny Doyle’s Double Black Collection. 

“Our men and women detailers have willingly 

given their time and dedicated their skills to 

ensuring the original presidential jet looks as close 

to its original glory as possible,” said Renny. 

And, while those men and women are volunteering 

their time, Renny said he wants to make sure 

their effort doesn’t take them away from spending 

quality time with their families. “I want to train people 

so that they don’t have to work as hard. I don’t 

want people in the industry to make the same mistakes 

I made. If people don’t like me, that’s fine, but 

maybe they can learn from me, learn to be a better 

detailer so that they aren’t overworking. The whole 

overworking thing is just nuts. Overworking is overrated. 

Work hard so that you can go home and be 

with your loved ones. That’s what really matters.” 

As for the Mafia’s future, Renny says the prominence 

of women detailers is something to look out 

for. “The most exciting thing is the group of female 

detailers. Watch out. They are skilled and strong.” 

And, while the Detail Mafia continues to grow, 

Renny admits to getting emotional every time a 

man or woman becomes an official Detail Mafia 

member. “I love the mission of the Mafia,” he said. 

“It is helping to lift up the industry. I am 53 years 

old and some of my early years just sucked. I am 

successful now and want others to be as well. I want 

every detailer to have a good life, be a good spouse, 

be there for their family.” 

The word “family” is echoed countless times by 

Renny. Solidarity, well-wishes, loyalty—a trifecta 

which pulsates throughout Renny and represents the 

mission of the Detail Mafia. A kind group of supportive 

members, not looking to be gangsters of crime, 

but beacons of success. A group of goodfellas, indeed. 


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Auto Detailing News Fall 2019

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