Car-care media professionals believe business for auto detailers is down by at least 15 percent, according to a survey conducted by the car-care division of U.S. Products. Approximately 300 editors and account representatives from publications covering automobiles, RVs and sport utility vehicles were invited to take part in the survey.
Perhaps surprisingly, about 13 percent of survey respondents indicated they believe business for detailers is actually up. The vast majority, however, said they believed business for most detailers is down by 15 percent or more.
When asked if business is down because detailers have fewer new or returning customers, or if the customers they have are requesting fewer services, the majority said the problem is that past customers are not returning for services. When asked which customers are having their cars detailed, respondents indicated the most likely customers are those with luxury or expensive cars.
In dealing with the economic downturn, respondents said business owners are either laying off workers or taking no specific action at this time.
“The economy is impacting just about every industry,” said Stephen Romero, head of the Professional Car Care Products Division of U.S. Products. “However, we must remember that the study was conducted in the middle of a very nasty winter which impacted a lot of businesses, including the car-care industry.”
Romero also pointed to studies that show car owners holding on to their vehicles for longer periods. “This means customers will need more in-depth car care cleaning and detailing services, which should be a [sales] boost for detailing companies in late spring and summer,” he said.