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Detail Garage is Building the Ultimate, Nationwide Car-Care Community

Michael Doty brought the ultimate community for car-care enthusiasts to Springfield and St. Louis, Missouri.

By Helen Harris1851 Franchise Staff Writer
SPONSOREDUpdated 3:15PM 02/02/22

Detail Garage, the country's go-to retail store for car care enthusiasts, passionate car owners and detailing professionals, continues to attract more franchisees who believe in the brand’s mission of helping America take care of its cars. Since its start in California in 2008, the brand has grown to over 80 locations. And because of the success being seen across its company-owned and existing franchise locations such as Springfield and St. Louis, owned by franchisee Michael Doty— the brand is gearing up cross the 100 unit threshold in 2022.

Doty, who has always had a passion for cars, became a Detail Garage franchisee after serving over ten years in the military. While at his last duty station in Pearl Harbor, Hawaii, Doty frequented a local Detail Garage. When he left Pearl Harbor, he wanted to bring his favorite hangout home with him.

“I was looking at the brand’s locations and realized there wasn’t one in Springfield,” said Doty. “That’s when I realized I could franchise. One thing led to another, I got all the information and I decided to do it.”

Doty opened his Springfield location in March 2020, and the St. Louis location less than a year later.

While Doty opened his locations in the height of the pandemic, he said the stores were rarely empty and that people continued to flock to the business as they spent more time taking care of their cars. As a brand recognized nationwide for its low-cost business model, robust consumer offerings, exceptional support and massive social media presence, Detail Garage franchisees saw a 28% increase in sales in 2020. 

“One thing I've learned about this business is it’s recession- and pandemic-proof,” explained Doty. “When the economy is great, people are getting nice cars and perhaps paying a detailer to keep their car clean. However, when we're in a recession or a pandemic, they're just trying to maintain what they have. ”That’s where Detail Garage comes in, says Doty. “We help them find the great, trusted and professional products they need — and show them how to use these products — so they can maintain their cars on their own.”

To add to the platform for success for his business, Doty explained that the car community in Springfield was already booming — as Route 66 got its start in the area. There are car enthusiasts who visit his Detail Garage locations from southwest Missouri, northwest Arkansas, Kansas City, Oklahoma, Memphis and Chicago. The car community is thriving, and Detail Garage is helping more customers than ever take better care of their transportation investments. 

“There are constant car shows in the area,” said Doty. “From full antiques, classics, muscle cars, lowriders to imports — the shows are constantly going on all summer long. Probably a third of the population in this area has a project car that they're working on, trying to keep maintained and trying to keep clean. The rest of the market that comes to us has a car that they want to keep maintained to run as long as possible, and we help that market, too.” 

John Mansfield, chief revenue officer for Chemical Guys and Detail Garage, regularly speaks to the fact that the Chemical Guys and Detail Garage community is educated, skilled, and enthusiastic about keeping all parts of their cars shining, providing a highly attractive and loyal consumer base that more frequently uses products purchased at Detail Garage than the average consumer in the car care category.

“At our core, we are a community of enthusiasts who are empowered and driven by our collective passion for shine,” said Mansfield. “For our customers, maintaining the appearance of their ride is more than a chore – it’s their passion, and they take pride in the result of each project and look forward to perfecting it every time.” 

“I love what I do,” said Doty. “This is truly a community where the car-loving franchisee gets to be around like-minded people every day and help them learn how to best take care of cars.”

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About Detail Garage

Started in 2008 by professional auto detailers, Detail Garage was born out of a need for the ultimate playground and community for car care enthusiasts. It is the country's go-to retail car care store for passionate car owners and detailing professionals. With over 80 locations already in operation around the world, the Detail Garage team is looking to reach 100 units open by the end of 2022. 

About Chemical Guys

Driven by adventure, a passion for shine, and a love for the road ahead, Chemical Guys is a worldwide leader in automotive detailing products for car care enthusiasts and professionals. From exclusive small-batch waxes to cutting edge ceramic coatings, and specialty cleaners for exteriors and interiors, Chemical Guys sets the industry standard when it comes to product innovation, technological advancement and education. Based in Southern California, Chemical Guys has evolved from a handful of passionate car fanatics to a global lifestyle brand with the largest digital library of automotive detailing "how to" content available. Learn more and join the Chemical Guys family at