ESOTERIC

What ESOTERIC does

ESOTERIC Fine Auto Finishing, LLC is a privately held Ohio-based premium automotive detailing and protection services company operating studios in Columbus/New Albany and Cleveland. Founded in 2009 by Todd Cooperider (operating part-time since 2006), the company employs more than 50 full-time staff and operates as ESOTERIC Fine Auto Finishing, LLC under Ohio jurisdiction, with no external private equity or venture capital disclosed.

The company's core offering centers on integrated vehicle preservation services delivered in climate-controlled studios: Paint Protection Film (PPF) installation — including a Color PPF line with 8-mil thickness — XPEL ceramic window tint, ceramic coatings for body/wheels/windshield/leather/fabric, multi-stage paint correction that removes 40-95% of defects, windshield protection film, dry ice automotive cleaning, and full detailing packages. Underlying technical components include XPEL film systems, dual-action orbital paint correction methodology, and compressed CO2 dry ice cleaning for non-abrasive component work. Customization services for custom wheels (HRE, Vossen, BBS, Forgeline, Brixton Forged, Anrky, Vorsteiner), performance exhaust (Akrapovic, JCR, AWE, Fabspeed, Supersprint, Soul Performance), and suspension (KW, Techart, Eibach, ST) round out the hardware offering.

ESOTERIC monetizes through one-time professional service engagements with quote-based pricing tied to vehicle size, coverage scope, and preparation requirements, plus e-commerce sales of professional detailing products (Gyeon, Kamikaze Collection) through esotericcarcare.com, a wholly owned subsidiary. The go-to-market combines direct-to-consumer studio sales, B2B onsite dealer services (Mercedes-Benz of Easton since 2020, Midwestern Auto Group since 2022), and education/training revenue via the Esoteric Elite Detailer Academy — which has trained over 500 detailers from 12 countries since 2012. Customer segments span luxury and exotic vehicle owners (Ferrari, Porsche, McLaren, Lamborghini, Bugatti), performance enthusiasts, new vehicle buyers, premium daily drivers, collector car owners, and automotive dealerships. OEM validation includes American Honda's engagement on the Acura NSX project in 2016.

Name

ESOTERIC

Legal name

ESOTERIC Fine Auto Finishing, LLC

Website

https://esotericdetail.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

ESOTERIC is a privately held Ohio-based premium automotive detailing and protection services company operating climate-controlled studios in Columbus and Cleveland, offering Paint Protection Film, ceramic coatings, paint correction, window tint, and dry ice cleaning to luxury, exotic, and performance vehicle owners plus dealership partners.

Ownership category

akta.pro rank

Product category

Automotive Detailing Services

NAICS

Metal Coating, Engraving (except Jewelry and Silverware), and Allied Services to Manufacturers (332812), Automotive Parts and Accessories Retailers (44133)

SIC

Coating, Engraving & Allied Services (3470), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Accessories & appearance products distribution (interior/exterior accessories, detailing, car care) (CRAOANAI)

akta.pro secondary industry

Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK)

Keywords

• Automotive detailing services
• Paint protection film
• Ceramic coating
• Paint correction
• Window tinting services

Headquarters

HQ city

Albany

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Automotive Detailing Services: One-time professional detailing services including full interior and exterior detail, machine polishing, paint sealant application. Services delivered in climate-controlled studios with rigorous quality control.
2. Paint Protection Film (PPF) Installation: Precision PPF installation in Columbus and Cleveland facilities. Coverage options range from partial front protection to full vehicle wrap. Pricing varies by vehicle size, coverage scope, and preparation requirements. Most projects range from partial front protection to full vehicle coverage.
3. Window Tint Installation: XPEL window tinting with multiple shade options from 5% to 90% darkness, includes professional detail and UV/infrared protection at all levels
4. Ceramic Coating Application: Liquid-applied protective ceramic coatings for body, wheels, windshield, leather, and fabric surfaces. Improves chemical resistance, reduces surface friction, and enhances gloss.
5. Paint Correction: Machine polishing services ranging from light machine polish (4 hours) to single-stage (8-10 hours) to multi-stage (15+ hours) correction that removes 40-95% of swirls and defects
6. Dry Ice Automotive Cleaning: Consultation-based dry ice cleaning services for engine bays, undercarriages, suspension, wheel wells, and chassis components. Most services take several hours to a full day.
7. Custom Wheels and Performance Parts: Custom wheel sales and installation (HRE, Vossen, BBS, Forgeline, etc.), performance exhaust systems (Akrapovic, Fabspeed, etc.), and suspension solutions (KW, Techart, etc.)
8. Detailing Products E-commerce: Online sales of professional detailing products through esotericcarcare.com, selling products used in-house including Gyeon, Kamikaze Collection, and other premium car care products
9. Education and Training: Esoteric Elite Detailer Academy offering training programs that have trained over 500 detailers from 12 different countries, plus consulting and training services for dealerships and manufacturing facilities

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

ESOTERIC is a premium automotive detailing and vehicle preservation specialist offering Paint Protection Film (PPF), color PPF, ceramic coatings, paint correction, window tint, windshield protection, dry ice automotive cleaning, and full-vehicle detailing in climate-controlled studios. The company also sells its own line of aftercare products through Esoteric Car Care, runs a separate B2B Dealer Services program for automotive dealerships, and operates the Elite Detailer Academy training program.

Product overview

ESOTERIC is a premium automotive detailing and protection service provider operating as a single unified brand across two locations in Ohio (Columbus/New Albany and Cleveland). The core offering centers on Paint Protection Film (PPF) installation, Ceramic Coating application, Paint Correction, Window Tint, Windshield Protection, and Auto Detailing services. These services are delivered as integrated protection strategies where PPF on impact areas is often combined with ceramic coating for remaining surfaces. The company also offers complementary services including Dry Ice Automotive Cleaning for deep component cleaning, Customization (wheels, exhaust, suspension), Dealer Services for automotive dealerships, and the Elite Detailer Academy for professional training. Product offerings span both services (detailing/protection) and e-commerce (Esoteric Car Care products including Gyeon and Kamikaze lines). The portfolio is unified under the ESOTERIC brand with a consistent vehicle preservation philosophy emphasizing long-term outcomes over short-term appearance.

Differentiator

Problem solved

Functional benefit

Brands

• Esoteric Elite Detailer Academy: Training academy for detailers that has trained over 500 detailers from 12 different countries.

Products and services

• Paint Protection Film (PPF) Clear, self-healing Paint Protection Film installed on vehicle painted surfaces to protect against rock chips, scratches, bug damage, and environmental contamination. Targeted at owners of luxury, exotic, performance, and new vehicles, installed in ESOTERIC's climate-controlled studios using OE-grade film.
• Color Paint Protection Film (Color PPF) Color-tinted Paint Protection Film that combines paint protection with a color-change finish, installed on full or partial vehicle panels. Designed for owners seeking both protection and a customized aesthetic on high-end vehicles.
• Ceramic Coating Professional-grade ceramic coating applied to paint, wheel, glass, and trim surfaces for long-term hydrophobic protection, UV resistance, and easier maintenance. Sold as a standalone service or combined with PPF and paint correction for full-vehicle protection.
• Paint Correction Machine polishing service that removes swirl marks, scratches, oxidation, and other paint defects to restore depth, gloss, and clarity to vehicle finishes. Performed using RUPES polishing systems in ESOTERIC's studios and typically combined with PPF or ceramic coating work.
• Window Tint XPEL window tint film installation for automotive glass, providing UV protection, heat rejection, glare reduction, and a refined appearance. Available for side, rear, and windshield glass on luxury, exotic, and performance vehicles.
• Windshield Protection Film Optically clear windshield protection film installed to protect against rock chips, pitting, and road debris on high-mileage and exotic vehicles that frequently see highway or track use.
• Dry Ice Automotive Cleaning Dry ice blasting cleaning service that removes contamination, undercarriage grime, and engine-bay buildup without abrasion or chemical residue. Used as a deep-cleaning step for exotic, collector, and high-value vehicles.
• The ESOTERIC Detail Signature full-vehicle detailing package combining deep cleaning, paint correction where needed, protection, and finishing tailored to each vehicle. Positioned as ESOTERIC's premium end-to-end detailing experience.
• New Car Protection Package Pre-delivery protection package bundling Paint Protection Film, ceramic coating, and window tint for newly acquired vehicles, designed to preserve factory finish from day one.
• Customization Services Vehicle customization offerings including aftermarket wheels, exhaust systems, suspension modifications, and related performance and aesthetic upgrades coordinated by ESOTERIC.
• Dealer Services Program Dedicated B2B program providing automotive dealerships with vehicle preparation, paint protection, ceramic coating, paint correction, and detailing services for inventory and customer-delivery units, structured around transparent workflows and consistent prep standards.
• Elite Detailer Academy Paid advanced training program for professional and aspiring detailers covering Paint Protection Film installation, ceramic coatings, paint correction, and detailing craftsmanship, taught by ESOTERIC's master detailers.
• Esoteric Car Care Products ESOTERIC's own line of car care products sold through its e-commerce store, allowing customers to maintain professional-level results between detailing services.
• Vehicle Pickup, Delivery, and Nationwide Shipping Logistics service offering local pickup and delivery as well as nationwide vehicle shipping for clients outside Ohio, enabling out-of-state owners to access ESOTERIC's services.

Quantifiable outcome

• Paint correction removes 40-95% of swirls, scratches, and defects depending on service tier
• +3 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered minor, major and core.

• Dynamic Detail of Dublin, OhiominorOthers · 1 May 2025ESOTERIC acquired Dynamic Detail of Dublin, Ohio in May 2025, expanding their service offerings and geographic presence in the Dublin area.
• Midwestern Auto GroupmajorChannel Partner/ Reseller/ Distributor · 1 January 2022ESOTERIC established a second onsite dealer business at Midwestern Auto Group in 2022, expanding their dealership services presence in the Columbus market.
• Mercedes-Benz of EastonmajorChannel Partner/ Reseller/ Distributor · 1 January 2020ESOTERIC established their first onsite dealer business at Mercedes-Benz of Easton in 2020, performing vehicle preparation and maintaining client delivery standards for the dealership.
• American HondacoreStrategic or Co-development Partner · 1 January 2016ESOTERIC was hired by American Honda to train and consult on the Acura NSX project. This OEM relationship includes training, media vehicles, and product support work demonstrating industry recognition of their expertise.
• XPELcoreTechnology or IntegrationESOTERIC is an authorized XPEL Paint Protection Film dealer and has been recognized with multiple XPEL Dealer of the Year awards including USA Dealer of the Year (2025), Ohio Dealer of the Year (2023), and XPEL Dealership Services Dealer of the Year for Northeast USA (2025). ESOTERIC uses XPEL window tint films and windshield protection products exclusively.
• HRE Wheels, Vossen Wheels, BBS Wheels, Forgeline Wheels, Brixton Forged Wheels, Anrky Wheels, Vorsteiner WheelsminorChannel Partner/ Reseller/ DistributorESOTERIC offers custom wheel sales from top manufacturers including HRE, Vossen, BBS, Forgeline, Brixton Forged, Anrky, and Vorsteiner. Wheels can be ordered with complimentary ceramic coating.
• Akrapovic Exhaust, JCR Exhaust, AWE Exhaust, Soul Performance, Fabspeed Exhaust, SupersprintminorChannel Partner/ Reseller/ DistributorESOTERIC offers performance exhaust systems from manufacturers including Akrapovic, JCR, AWE, Soul Performance, Fabspeed, and Supersprint.
• KW Suspension, Techart, Cete Automotive, Eibach, ST SuspensionsminorChannel Partner/ Reseller/ DistributorESOTERIC offers aftermarket suspension solutions including KW Suspension, Techart, Cete Automotive, Eibach, and ST Suspensions for performance upgrades or lowering.

Scale indicators7 records

Recent moves11 records

Expansion highlights7 records

Broad incumbents

• XPEL: XPEL is the leading manufacturer of Paint Protection Film, window tint, and windshield protection films and also operates a certified installer network. While ESOTERIC is an authorized XPEL dealer and uses XPEL films exclusively, XPEL's installer services arm competes for the same high-end vehicle owners.

Others

• Gtechniq: Gtechniq formulates and sells professional-grade ceramic coatings, paint protection products, and detailing chemicals, and operates a certified detailer network. It is comparable to ESOTERIC's premium product positioning and competes for the same high-end detailing shops and consumers, though it is a product/brand company rather than a service provider.
• Adam's Polishes: Adam's Polishes manufactures and sells a broad line of detailing chemicals, ceramic coatings, and car care products directly to consumers and professionals. Comparable to ESOTERIC's Esoteric Car Care e-commerce business and the premium detailing chemistry the studio applies, though it is a product brand rather than a service operator.
• Chemical Guys: Chemical Guys is a major car care products brand offering soaps, polishes, ceramic coatings, and detailing accessories through retail and e-commerce. It is comparable to ESOTERIC's e-commerce product business and the broader premium car care category ESOTERIC participates in as both a user and reseller.
• Sonax: Sonax is a German manufacturer of premium car care, detailing, and paint correction products with global distribution. Comparable to ESOTERIC's chemical and coating product mix (the studio applies similar premium chemistries) and the luxury detailing category more broadly.
• RUPES: RUPES designs and manufactures professional polishing machines, pads, and lighting for paint correction. ESOTERIC was one of two companies to launch RUPES machines in the U.S. and the first Global RUPES training facility, making RUPES a close technology partner that overlaps with ESOTERIC's paint correction service line.
• Griot's Garage: Griot's Garage manufactures and retails premium car care products, tools, and detailing accessories with a strong enthusiast following. Comparable to ESOTERIC's Esoteric Car Care e-commerce line in the premium detailing products category, though it does not operate service studios.

Direct peers

• Opti-Coat: Opti-Coat sells professional ceramic coatings and operates a certified installer network for high-end vehicles. It competes directly with ESOTERIC's ceramic coating and PPF services for the same luxury and exotic car owner segment through a similar premium-positioned installer model.
• Burke's Detailing: Burke's Detailing is a high-end auto detailing and paint protection service provider focused on luxury and exotic vehicles. It competes directly with ESOTERIC for the same premium clientele and service mix of PPF, ceramic coating, and paint correction, albeit in a different regional market.
• Ceramic Pro: Ceramic Pro operates a global network of certified installers applying premium ceramic coatings, paint protection film, and window tint to luxury and exotic vehicles. It directly competes with ESOTERIC's premium ceramic coating and PPF offering through a franchise model targeting the same high-end customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/EsotericAutoDetail
• Facebookfacebook.com/EsotericDetail
• LinkedInlinkedin.com/company/esoteric-detail
• Instagraminstagram.com/esotericdetail
• Xx.com/esotericdetail

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ESOTERIC