Auto Color
Auto Color Inc is a family-owned auto body shop founded in 1991 in Madison, Wisconsin, offering paintless dent repair, paint and bumper repairs, hail damage restoration, and detailing to individual drivers, auto dealers, fleets, and insurance-driven customers across Dane County.
- Company typePrivate
- Founded1991
- HeadquartersMiddleton, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Auto Color does
Auto Color Inc is a family-owned auto body repair shop founded in 1991 by Joe Boettinger in Madison, Wisconsin, operating two physical locations in Middleton (West Madison) and East Madison. The company specializes in minor auto body and cosmetic repairs — including paintless dent repair (PDR), plastic bumper repair, paint scratch and touch-up work, hail damage repair, auto detailing, alloy wheel repair, upholstery, headlight restoration, and windshield chip repair — as an alternative to traditional high-cost collision body shops, with most jobs priced between $90 and $300 and many completed same day.
The technical core of the business is craft-based rather than software-based: PDR uses metal rods and tools to massage dents out from behind the panel while preserving original factory paint; paint mixing and color matching systems allow technicians to replicate exact OEM colors, adjust for fading and gloss, and tune viscosity and durability with chemical additives; and headlight restoration follows a three-step process of stripping UV-damaged coatings, reapplying industrial-grade coating at controlled thickness, and proper curing. A mobile on-site service team extends the same capabilities to auto dealer lots, and the firm coordinates claims with all major auto insurance carriers for collision and hail damage work.
Commercially, Auto Color runs a direct-to-consumer and inside-sales model with free in-person, phone, and online/photo-based estimates, and a parallel B2B channel serving auto dealers, fleet operators, rental car companies, and lease companies. The firm is bootstrapped, family-owned, and has not raised institutional capital; geographic reach is regional, confined to Dane County and surrounding Wisconsin communities. Revenue, headcount, and ownership succession details are not publicly disclosed.
Auto Color firmographics
Firmographics- Name
- Auto Color
- Legal name
- Auto Color Inc
- Website
- https://autocolorwi.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Auto Color Inc is a family-owned auto body shop founded in 1991 in Madison, Wisconsin, offering paintless dent repair, paint and bumper repairs, hail damage restoration, and detailing to individual drivers, auto dealers, fleets, and insurance-driven customers across Dane County.
- Ownership category
- akta.pro rank
Auto Color industry classification
Industry- Product category
- Auto Body Repair Services
- NAICS
- Automotive Body, Paint, Interior, and Glass Repair (81112), Automotive Body, Paint, and Interior Repair and Maintenance (811121)
- SIC
- Services-Automotive Repair, Services & Parking (7500)
- akta.pro primary industry
- Collision Repair, Bodywork & Paint (Light-Duty) (TLAKAAAK)
- akta.pro secondary industries
- Bumper, Panel & Plastic Repair (Composite/Trim) (TLAKAEAG), Auto Glass Repair & Replacement (TLAKAAAH)
Keywords
Where Auto Color is headquartered
LocationHeadquarters
- HQ city
- Middleton
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Auto Color business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Others
Revenue model
- Auto Body Repair Services: One-time professional services for auto body repair including paintless dent repair, bumper repairs, paint touch-ups, and detailing. Pricing based on repair type and extent of damage.
- Mobile Paint and Repair Services: On-site specialized, high value, low cost paint repairs for car dealers performed at dealership locations.
- Detailing Services: Professional auto detailing services including exterior cleaning, buffing, polishing, and waxing for vehicles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Minor Repairs |
| Unit Pricing | Pay-as-you-go | Plastic Bumper Repair |
| Unit Pricing | Pay-as-you-go | Headlight Restoration |
| Unit Pricing | Pay-as-you-go | Paintless Dent Repair |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Auto Color product offering
Product offeringCore offering
Auto Color is a family-owned auto body repair shop founded in 1991 by Joe Boettinger, operating two locations in the Madison, Wisconsin area (West Madison in Middleton and East Madison). The shop provides a comprehensive range of repair services including paintless dent repair (PDR), plastic bumper repair, hail damage repair, paint repairs, auto detailing, alloy wheel repair, auto upholstery, headlight restoration, windshield repair, and minor body repairs, serving individual vehicle owners as well as auto dealers, fleet operators, rental car companies, lease companies, and insurance carriers.
Product overview
Auto Color is a family-owned auto body repair shop offering a comprehensive suite of collision and cosmetic repair services. The core offerings center on paintless dent repair (PDR), plastic bumper repair, hail damage repair, paint refinishing, and auto detailing. These services are delivered through two physical locations in Madison and Middleton, WI, with mobile service capabilities for select repairs. The company positions itself as an alternative to traditional auto body shops, emphasizing affordability (most repairs $90-$300), same-day turnaround, and paint-preserving techniques. Additional services include alloy wheel repair, auto upholstery, headlight restoration, and windshield repair, all designed to maintain vehicle appearance and value.
Differentiator
Problem solved
Functional benefit
Products and services
- Paintless Dent Repair (PDR)
- Plastic Bumper Repair
- Hail Damage Repair
- Paint Repairs
- Auto Detailing
- Alloy Wheel Repair
- Auto Upholstery
- Headlight Restoration
- Windshield Repair
- Minor Body Repairs
Quantifiable outcome
- Most repairs completed same day, often within an hour
- +3 more outcomes
Companies that use Auto Color
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles2 records
Auto Color technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Auto Color partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Insurance CompaniescoreAuto Color works with all major auto insurance companies for collision repairs, hail damage repairs, and other covered services. They assist customers with insurance claims and provide documentation for the claims process.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Auto Color competitors and assessment
Company assessmentBroad incumbents
- Service King Collision: National collision repair chain with insurer relationships and broad service offering. Represents scaled competition in the same auto body repair category where Auto Color competes.
- Gerber Collision & Glass: Large multi-service collision and glass repair chain across North America. Overlaps with Auto Color on body work, paint, and glass repair, and operates DRP networks that compete for insurance-driven volume.
- Caliber Collision: Largest US collision repair chain with extensive insurer DRP relationships. Operates broadly across full collision repair rather than Auto Color's minor-repair niche, but increasingly competes for insurance-channel volume.
- Crash Champions: Major US collision repair consolidator with national footprint and DRP agreements. Represents the institutional competitor model that Auto Color would face in any expansion beyond Dane County.
Direct peers
- Fix Auto USA: Franchised collision repair network offering body, paint, and minor repair services. Comparable to Auto Color's service mix with franchise-based geographic expansion model relevant to Auto Color's potential growth path.
- Dent Wizard: National paintless dent repair specialist serving dealerships, auctions, rental fleets, and consumers. Direct competitor in PDR core service with overlap in dealer-channel mobile services where Auto Color operates.
- CARSTAR: North American collision repair franchise network serving insurance DRP channels. Comparable to Auto Color in collision and paint services but operates at franchise scale with insurer-direct relationships Auto Color lacks.
- Maaco: National franchised auto body and paint chain specializing in affordable paint and minor collision repairs. Most directly comparable to Auto Color on price-point positioning ($90-$300 range), minor-repair focus, and consumer/DIY-friendly value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Auto Color social profiles
Digital presenceAuto Color financial estimates
Financial estimateRevenue estimate
Valuation estimate
Auto Color leadership team
Management profileNumber of profiles
Profiles1 record
Auto Color funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Auto Color M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Auto Color
What does Auto Color do?
Auto Color is a family-owned auto body repair shop founded in 1991 by Joe Boettinger, operating two locations in the Madison, Wisconsin area (West Madison in Middleton and East Madison). The shop provides a comprehensive range of repair services including paintless dent repair (PDR), plastic bumper repair, hail damage repair, paint repairs, auto detailing, alloy wheel repair, auto upholstery, headlight restoration, windshield repair, and minor body repairs, serving individual vehicle owners as well as auto dealers, fleet operators, rental car companies, lease companies, and insurance carriers.
Is Auto Color a public or private company?
Auto Color is a private company. It is classified as family owned and is currently operating.
When was Auto Color founded?
Auto Color was founded in 1991. It employs 1 to 10 people.
Where is Auto Color based?
Auto Color is headquartered in Middleton, United States, in the North America region.
How does Auto Color make money?
Three revenue lines are on record. Auto Body Repair Services are the primary driver. The others are mobile Paint and Repair Services and detailing Services.
Who are Auto Color's main competitors?
Broad incumbents on record are Service King Collision, Gerber Collision & Glass, Caliber Collision and Crash Champions. Direct peers are Fix Auto USA, Dent Wizard, CARSTAR and Maaco.
Does Auto Color have an API?
No public API is recorded for Auto Color.
What industry is Auto Color in?
Auto Color's product category is Auto Body Repair Services. Its primary akta.pro industry code is TLAKAAAK, Collision Repair, Bodywork & Paint (Light-Duty), with a secondary code of TLAKAEAG, Bumper, Panel & Plastic Repair (Composite/Trim). Its NAICS code is 81112 and its SIC code is 7500.