The target market for auto detailing is anything but homogeneous.
Some people look for comprehensive detail that includes shampooing the carpets and upholstery, while others simply want the windows cleaned and the dust removed from the dashboard.
Others are more interested in the protection afforded by a quality wax job, while still others might want damage caused by pets or children repaired.
To be successful, auto detailers need to understand the needs of their target market and adjust their services accordingly.
In this article, we’ll discuss who needs auto detailing and what they look for in an auto detail shop.
Who is the Target Market for Auto Detailing?
To best understand the target market for auto detailing we need to understand who needs their car to always remain in pristine condition.
By understanding people’s motivations for always having a car that looks clean and new, we can segment the target market for auto detailing into the following customer segments:
- People who like their car to always look good
- People who own luxury cars
- People who use their car for business
- People who have to transport children or pets regularly
- People who want to increase the resale value of their car
- Businesses that have company cars
- Car rental companies
Let’s look closely at each of these market segments.
#1. People who like their car to always look good
This target market includes people who take pride in their appearance and want their car to reflect that.
They tend to be very particular about their car and are willing to pay for high-quality services. They will regularly take their car to a car wash.
Likewise, they are also likely to take good care of their car and take it regularly to a car repair shop for maintenance and repairs.
These customers are usually:
- Middle to upper class
- Have a higher than average income
- Are well-educated
They are also:
- Very busy and have little free time
- Appreciate convenience
- Like to have their car serviced while they are doing other things
Auto detailers who target this market segment should focus on providing high-quality services and offer convenient scheduling options.
#2. People who own luxury cars
Another segment in the target market for auto detailing includes people who own luxury cars.
These people have already spent a lot of money on their cars and want to keep them in pristine condition. They won’t allow even a small scratch to go un-repaired.
They are almost always willing to pay for premium auto detailing services and have high expectations for the results.
Auto detailers should focus on:
- Providing top-quality services
- Offering a wide range of services
- Use only the best products available
- Hiring experienced and qualified staff
- Creating a luxurious environment in their shop
#3. People who use their car for business
When people use a car for business, whether their own car or a company car, first impressions are important. A clean and well-maintained car shows that they are professional and take their business seriously.
Many people equate the cleanliness of a car with the competence of the driver.
Auto detailers targeting this segment should focus on:
- Quick turnaround times
- Offering a wide range of services
- Use only the best products available
- Hiring experienced and qualified staff
#4. People who have to transport children or pets regularly
Families with children and pets are a target market for auto detailing. Why?
Because children and pets have one thing in common: they make a mess.
This target market segment is looking for an auto detailer who can remove all the evidence of their latest road trip, whether it’s crumbs, pet hair, or muddy footprints.
They are also looking for an auto detailer who can protect their car from future messes with seat covers, floor mats, and pet barriers.
#5. People who want to increase the resale value of their car
Everyone knows that a car’s value drops exponentially as the car ages and as more miles are put on it.
But there are some things that can be done to slow down the depreciation. One of those things is to keep the car clean and in good condition.
Before putting a car for sale, many people have it detailed to make it look as new as possible. They look for an auto detailer who can make their car look its best and maximize its resale value.
#6. Businesses that have company cars
Businesses with company cars are also a target market for auto detailing.
Businesses with company cars need to maintain a professional image at all times. Customers and clients will form first impressions based on the condition of the company car.
A dirty or poorly-maintained car will reflect poorly on the business and may even cost them customers.
Businesses that have company cars should look for an auto detailer who can:
- Maintain a fleet of vehicles
- Offer quick turnaround times
- Offer bulk discounts
#7. Car rental companies
Rental cars are driven by a wide range of people, from those who are very careful to those who are not so careful.
Many people who rent do not bother to clean the car before they return it. This leaves the rental company with a dirty car that needs to be cleaned before it can be rented out.
Some people who buy full insurance coverage are less careful when it comes to returning the car undamaged. They do not mind a few scratches and dents because they know the insurance will cover them.
And so it is often to rental car companies to find an auto detailer who can quickly and thoroughly clean the cars between rentals.
Conclusion
The target market for auto detailing includes, first and foremost, people who like their car to always look good. These people are most likely to always keep their cars in good running condition.
People who own luxury cars are also a segment of this market as they like to keep their cars looking shiny and new.
People who use their car for business have a vested business interest in keeping their in good condition as do people (parents) who have to transport children or pets regularly.
Those who are looking to sell their car are also a target market for auto detailing because likely to visit an auto detailer to get their car ready for sale.
Businesses that have company cars including rental car companies will, from time to time, get their cars detailed to make sure they are always looking good.