Why is auto detailing so expensive?

The question of high price auto detailing seems to surface all the time. Detailers are constantly posting phrases on their social pages like “don’t say I’m expensive, just say you can’t afford me”. This just goes to show that the conversation is being had; the conversation of why auto detailing is so expensive.

Of course, “expensive” is a very relative term, so I’ll get into numbers a bit later into this blog, more importantly, we’ll begin with looking at “value”.

I’ll be the first to admit that I’ve lost countless jobs due to client’s perceiving my prices as “too high”. But all in all, I don’t think that I am expensive at all, not compared to some other local competitors, however my value is high, due to my 17 years of auto detailing experience and certification status. Yes, that’s a thing, I spent two weeks in Huntington Beach California studying the art of auto detailing, paint reconditioning and ceramic coating application. And for many years afterwards, the other graduates of this program got together annually to learn from each other and help one another grow. There is a lot of value in someone that understands and has mastered their industry, and that’s what I want to address in this post.

Since the pandemic, and even a bit before, I have noticed a huge influx of auto detailers going into business for themselves, and that’s a great thing! Small businesses are the heart of local economies and allows personal flexibilities for owners and their families. The biggest concern I have with these new technicians is, they witnessed other professionals doing it, be it online or in person, while making good money and think to themselves “hey, I can do that too”! Without realizing that most of these professional detailers have been at it for years, going through certification programs and dealing with the rollercoaster of entrepreneurship. So off they go, to Autozone and Walmart to pick up a water hose, sponge and a bucket, pack their daily driver with some random cleaning products, print some business cards, make a website and now they are “professional auto detailers”.

So while the tenured professional detailers are charging an average of $500 for a standard detail package and up to $2,000 for a complete detail and ceramic application, these newbies jump on the bandwagon of high pricing and immediately charge these exact prices, and sometimes higher! I see this all the time, and although I’m all for new businesses, this has really dissolved the idea of “professional auto detailing”. Customers can’t tell the difference between a true professional or a newbie, until of course the work is done and they realize the technician pulled up in their personal vehicle, spent 2 hours on their car and charged $500, only to realize afterwards they they used harsh products like acid that burned through their wheels and windows. Many of these newbies also do not carry business insurance, so resolving issues like this can be a nightmare (I’ve seen it)!

Of course, no one starts on their path as a professional, and I highly encourage folks to try new technicians. Give them a chance to learn and grow, but be weary of high prices. If their price does not match their value, walk away.

When it comes to selecting a professional technician, be sure that they are vetted in some kind of way. Here are a few tips when selecting your auto detailer:

·             Use your network: Ask your family, friends and neighbors about their experiences with their detailers. Or ask your mechanic or your body shop.

·             Do your research. Visit their online presence like sites, social pages and reviews.

·             Look for certified technicians. This was rare when I first became certified, but now there are many certified technicians across Northern California.

·             Ask questions. Ask technicians about insurance, references and their professional experience.

·             Start small. If using an unfamiliar technician, start with a simple detail before jumping into the full paint recon and ceramic coating job.

Spending money for auto detailing should include the same amount thought process as buying a nice suite for a job interview, or buying a new car, or even buying your groceries. You want to shop at a place that has value! Value can encompass a few characteristics such as professionalism, experience, knowledge, presentation and yes, a price that reflects this value.

Now, let’s address why true professional auto detailing can be so expensive.

A true professional has experience. Nothing can compete with knowledge of the industry. When you pay top dollar for a professional to work on your car, you are not paying for a few hours of labor, you are essentially paying for years and years and accumulated knowledge, where the technician will not only make your car look good, but they will understand the condition of your paint, taking keen notes in order to provide an adequate evaluation, using the proper products and machinery for the job and the ability so resolve issues when they arise. These professionals take the time to become certified, but also surround themselves with other professionals across all auto industries, increasing their knowledge and building relationships. This knowledge finds it’s way into the final outcome and experience for the customer.

Inflation. Unfortunately, like everything else, detailing products are getting more expensive. But that’s not all. Insurance has gotten more expensive, city tax and licenses have increased in price and fuel is a huge expense for mobile technicians. Everything is getting more expensive, and service providers are not exempt from this, forcing technicians to increase their prices.

Understanding prices in the auto detailing world.

Obviously auto detailing prices vary from company to company, but most, including my own, run a program like the following:

·             Basic clean and protect packages: These packages include interior and exterior services at different levels of intensity. For instance, our Express package, starting at $179 is great for a maintenance service but does not include a deep clean of any sort and takes around 2 hours, while our Ultimate, starting at $499, includes a deep clean of the interior and revitalization of the exterior, taking around 5 hours.

·             Upgrades: Some detailers include these in their basic packages, but most offer them as upgrades to their basic packages. Here is a list of upgrades that can increase prices:

o   Paint protection: paint sealants, ceramic coating, PPF, vinyl

o   Paint reconditioning: a 1-step polish (included in the Ultimate package), can remove minor imperfection from the paint such as light swirls and water spots, but for a more perfect finish, a professional auto detailer can offer full recons that include more aggressive measures to remove heavy imperfections like compounding and wet sanding. This can include windows too.

o   Additional services: engine compartment cleaning, headlight restoration, trim restoration, wheel polishing and convertible top care can all incur additional costs.

o   Heavy contamination: there are things that we see as technicians that we have to charge for as they take so much extra time to address, such as pet fur, sand, sap or overspray contamination, heavily soiled upholstery, mold and particular odors.

o   Cross-selling: Professional auto detailers will have relationships with other professionals in the automotive world and may have options for window replacements, dent repairs, body work or wheel repair.

Here is an example of what I see a lot in my business:

Customer wants our Standard package, or middle tier (our most popular package). Cost is $299 for a small, two-door coupe, like a BMW 430i or Mazda Miata, but they have a third row Chevy Tahoe. That’s two more windows, three more doors and door jams, a whole other section of seating including cup holders, gauges, knobs and vents, and a hatch area. Not to mention the need to go up and down on a step stool 10-15 times. This bumps price to $375. They just got back from a trip with their two dogs and have a fair amount of pet fur, bringing price to $425. The vehicle is parked outdoors and they want some protection that is better than wax, but they don’t want to pay the high price of ceramic so they opt for the sealant upgrade (a good 9 months of great protection). Now price is $585. Should they wish to tip, final payment can up be upwards of $650/$700 for this particular job. To some this price is outrages, but for those that appreciate value, professionalism and convenience this is a no-brainer.

Professional auto detailing is certainly not for everyone and there are options available for those that are not concerned with these key elements, but like everything else in our economy, if you are willing to pay for value, you will need to take some time to search for it. If you happen to be looking for professional auto detailing in Sacramento, I’d be happy to take a look at your particular needs and get you into our auto detailing facility in downtown Sacramento, or put you in touch with one of our mobile technicians.