If a dealership can justify establishing a full-line body and paint shop, why not a full-service detailing department?

You have probably never even considered this question. You probably look at detailing as a necessary evil just because it is needed to sell used-cars.

And in the last few years, detailing has become an even more critical aspect for profitable used-car sales. With auto manufacturers offering extended warranties on many late-model used-cars, quality detailing is a must.

So, your in-house detail department must perform the best work possible. Unfortunately, this is usually not the case with most dealerships.

Growing Retail Market

In addition to the dealer's in-house need for detailing and other cosmetic car care services, there is also growing demand for detailing and cosmetic car care services from retail customers.

Consider that in 1980, there were 4,000 detail shops listed in the USA Yellow Pages. Today, that number is approaching 15,000. Furthermore, more than 80 percent of the carwashes in the U.S. offer some type of detailing service. According to a report, more than 11 percent of the 5,000 Quick Lubes in the country offer detailing, and  more than 55,000 body shops provide some form of detail¬ing service to the public.

Finally, many auto dealers have recognized the consumer demand for detailing and are selling detail services to their customers.

Unlimited Potential & Profitable Business for a Dealer

So, you have an in-house need for detailing and cosmetic car care services, and your customers have a need for the services, the question is: "Why aren’t you offering detail services to the public?"

Why do some dealers operate a body shop? It is used for their in-house needs but more so because body and paintwork are in-demand services by motorists and profitable.

Ask yourself this question and then honestly answer it: “Why don't you set up a full-service detailing department in your dealership?”

If you want help with your answer, do not hesitate to call me, because I believe that if every dealership set up an in-house detail department,  dealerships would enjoy profits beyond their wildest expectations.

The Full-Service Appearance Depart¬ment

What I am talking about is a department that can provide every cosmetic service that a dealer now requires for their used-cars.

Then think of the public! They also need detailing as well as many of the other cosmetic car care services you need.

What services would a full-service appearance department provide?

•    Complete Auto Detailing
•    Rock Chip/Scratch Paint Touch-up
•    Windshield Rock Chip/Crack Repair
•    Gold Plating of Emblems
•    Vinyl/Leather Repair & Dying
•    Dashboard Repair & Dying
•    Pin Striping
•    Door-Edge Guard
•    Window Tinting
•    Carpet Plugging & Dying
•    Paintless Dent Repair

These are services that can be performed by employees you can hire for $10.00 to $12.00 per hour and who can be trained very easily, with the exception of Paintless Dent Repair.

Best of all, you can get any needed training from the company where you purchase the systems.

What is The Cost?

This is always the $64,000 question! In this case, the answer is not as bad as you would expect, assuming  that you do not set up a professional detail department with a shop vacuum, electric buffer and a few plastic bottles and rags.

Consider that you might pay an outside shop $85 to $125 for a complete detail, but the public will pay from $150 to $300 for the same service. In fact, the public is far less demanding about the detailing services than you are, and they pay more.

Gold Plating systems will range in price from $1,395 to $2,500. Windshield Repair systems from $300 to $5000; and by the way, the low-cost systems work as well as the high-dollar systems. Paint touch-up systems can range in price from as low as $500 to $600 or $5,000 to more than $10,000, depend¬ing on the system. Window tinting, pin striping, vinyl and leather repair, along with other similar services, require an investment in the product for the most part but very little expensive equipment.

Your biggest investment in a full-service detail department is your commitment in time and effort, and finally, in the quality of people you hire. To make this a successful venture you must hire the same quality people you hire for other areas of your dealership.

How Much Revenue Can You Generate?

Total revenue generated is dependent on how much work you currently send to the outside, which then would become in-house work with the adoption of an in-house detailing department

From the retail side, it is my experience from operating freestanding detail shops that you can generate at least $20,000 to $30,000 per month in detailing services alone. If you add the other cosmetic car care services there is no reason this number could not easily reach $50,000 or more.

Keep in mind that a free-standing detail operation, like a body shop, has to promote, advertise and work to get people in the door, but you already have them in the door each and every day. And you already have them on your mailing lists. Yes, the potential is staggering when you consider what you have to work with.