Arete Auto Salon

What Arete Auto Salon does

Arete Auto Salon is an employee-owned, owner-operated automotive detailing and paint protection service provider founded in 2013 in Rochester, New York. The company relocated in 2022 to a purpose-built 6,000 sq ft facility at 645 Whitney Rd W in Fairport, NY, featuring a dedicated climate-controlled clean room for paint protection film (PPF) and ceramic coating installation, a multi-stage RO/DI water filtration system, and IR cure lamps. Core service offerings include professional detailing packages, multi-stage paint correction, STEK DYNOshield paint protection film installation, and a tiered ceramic coating portfolio spanning CQuartz UK 3.0, CQuartz Professional, and the exclusive CQuartz Finest Reserve line. Pricing for premium packages ranges from $849 for entry-level ceramic coatings to $2,000+ for full-front PPF and higher for full-vehicle wraps.

The business operates a direct-to-consumer model with appointment-based online booking, phone and email consultation for custom packages, and an e-commerce store retailing CARPRO detailing products, wash kits, and gift certificates. Customer segments include high-net-worth owners of luxury and exotic vehicles (Ferrari, Porsche, McLaren, Tesla, BMW, Mercedes, Cadillac, Corvette), automotive enthusiasts, and new vehicle purchasers seeking factory-paint preservation. Arete holds exclusive authorized installer status with CARPRO/CQuartz and STEK, leveraging certified application processes and proprietary protocols including a 24-step hand wash, comprehensive decontamination, and wheels-off service workflow. Marketing channels combine a detailed vehicle-project blog, YouTube video content, email newsletters with seasonal promotions, sponsorship of regional car shows, and facility open houses.

Revenue is generated primarily through professional service fees for detailing and protection packages, supplemented by retail product sales and gift certificate revenue. The company serves the greater Rochester metropolitan area (Fairport, Pittsford, Penfield) with regional event sponsorship extending brand presence across Western New York. Distribution is anchored at the single Fairport facility, supplemented by limited valet delivery and enclosed transport services for out-of-area clients.

Name

Arete Auto Salon

Legal name

Arete Auto Salon

Website

https://areteautosalon.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Arete Auto Salon is an employee-owned automotive detailing and paint protection service provider in Fairport, NY, founded in 2013. It offers STEK PPF installation, CQuartz ceramic coatings, and paint correction, serving high-net-worth luxury and exotic vehicle owners in the Rochester metropolitan area.

Ownership category

akta.pro rank

Headquarters

HQ city

Fairport

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Detailing Services: Core revenue from automotive detailing services including basic details, paint correction, ceramic coating applications, and paint protection film installation. Services priced per vehicle with size tiers. Major service categories: Select Detail (from $379), Showroom Detail (from $599), Paint Enhancement, Full Detailing Packages.
2. Detailing Product Retail: Sale of professional-grade detailing products including full CARPRO product line, cleaning kits, microfiber towels, wash mitts, ceramic coatings, and maintenance products. Products available for in-store purchase and online ordering.
3. Gift Certificates: Gift certificates sold in denominations from $100 to $1,000, available for in-store pickup or mail delivery. Valid for one year from purchase date for any service.
4. Ceramic Coating Packages: Premium tiered ceramic coating packages including CQuartz UK (starting at $849), CQuartz Professional (starting at $1,098), and CQuartz Finest Reserve. Multi-layer applications with varying levels of paint correction and wheel coating included.
5. Paint Protection Film (PPF) Installation: STEK PPF installation services ranging from basic coverage ($500) to full front end ($2,000+) and full vehicle wraps. Combined with ceramic coating packages for comprehensive protection.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Arete Auto Salon is a premier auto detailing and paint protection service provider operating from a 6,000 sq ft purpose-built facility in Fairport, NY. The company specializes in professional detailing, paint correction, paint protection film (PPF) installation using STEK films, and ceramic coatings using the CQuartz line (UK, Professional, and Finest Reserve). It serves luxury, exotic, and performance vehicle owners across the greater Rochester, NY metropolitan area.

Product overview

Arete Auto Salon is a premier auto detailing service provider offering a comprehensive suite of automotive appearance and protection services. The company operates as an employee-owned, owner-operated business since 2013, specializing in paint protection film (PPF) installation using STEK products, ceramic coatings across multiple CQuartz tiers (Finest Reserve, Professional, and UK 3.0), and professional detailing services including paint correction, interior/exterior detailing, and gloss enhancement. Their service portfolio is structured around protection-focused offerings (PPF and ceramic coatings as core premium products) complemented by maintenance detailing packages (Showroom Detail, Select Detail) and retail products including CARPRO-branded cleaning supplies and wash kits. The company exclusively partners with STEK for paint protection films and CarPro/CQuartz for ceramic coatings, serving the Rochester, NY and greater Western New York region from their 6,000 sq ft Fairport facility.

Differentiator

Problem solved

Functional benefit

Products and services

• Paint Protection Film (PPF) Installation Professional installation of STEK paint protection films (DYNOshield and DYNOmatte) to shield vehicle paint from rock chips, scratches, and environmental damage. Coverage options range from basic panels to full-vehicle wraps, priced per vehicle. Aimed at owners of luxury, exotic, and high-value vehicles seeking long-term paint preservation.
• Ceramic Coatings Tiered ceramic coating application service using the CQuartz line by CarPro, including CQuartz UK 3.0 (entry-level, 2-year), CQuartz Professional (mid-tier, 2-4 year warranty), and CQuartz Finest Reserve (top-tier with IR curing and exclusive authorized installer status). Provides hydrophobic protection, UV resistance, gloss enhancement, and chemical resistance for vehicle paint, wheels, glass, and interior surfaces.
• Paint Correction Multi-stage machine polishing service to remove swirl marks, light scratches, oxidation, and surface defects from vehicle paint, restoring clarity and truer color. Includes single-step (Gloss Enhancement) and more intensive two-step correction processes. Used as a preparation step before ceramic coating or PPF installation.
• Select Detail Full-detail package combining protective exterior and deep-clean interior services, including nano-clay treatment, silica sealant, shampooing, and heated extraction of carpets and cloth seats. Priced from $379 with size-based tiers; an additional hourly surcharge of $125/hr applies to exceptionally dirty interiors.
• Showroom Detail Comprehensive detailing package with one-step paint correction (gloss enhancement), deep interior cleaning, leather and fabric conditioning, headliner spot cleaning, complete carpet shampoo and heated extraction, and a basic engine bay wipedown. Priced from $599 with size-based tiers (2-Door, 4-Door, Large Car/Small SUV, Large SUV/Mini Van).
• Exterior Detailing Professional exterior detailing service including a multi-stage hand wash with foam rinse, chemical decontamination using Iron X and Tar X, nano-clay treatment, and application of a silica-based sealant. Washes are performed using RO/DI filtered water to prevent water spotting.
• Interior Detailing

Quantifiable outcome

• CQuartz Finest Reserve provides 2+ years of protection with 2 mandatory coats plus IR curing
• +4 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core, supporting and minor.

• CARPRO / CQuartzcoreTechnology or Integration · 1 January 2013Exclusive authorized installer of CQuartz Finest Reserve and CQuartz Professional ceramic coatings. Also authorized for CQuartz UK and CQuartz Interior coatings. Partnership includes access to exclusive products, installer certification, network conferences, and ongoing training. Company has held certification since opening in 2013.
• STEKcoreTechnology or IntegrationOfficial installer of STEK DYNOshield paint protection film. Partnership provides access to STEK's clear and matte PPF products, carbon fiber films, and colored PPF options. Official installer status signifies trained and certified installation capabilities.
• CulligansupportingOthersWater treatment company that designed and installed the multi-stage water filtration system including chlorine filter, reverse-osmosis, deionizer tanks, UV light, and particulate filters for the facility's wash bay and detailing operations.
• GraphtecsupportingTechnology or IntegrationProvider of 60-inch wide PPF plotter used for cutting paint protection film to precise specifications for vehicle applications.
• Guilded / RocEurominorGTM or Marketing PartnerCollaboration on Guilded Automotive Event, a 2-day car show held at Arete Auto Salon location with judged car show, product sales, and charity fundraiser benefiting Rochester Rehabilitation.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• DetailXPerts: National auto detailing franchise offering interior and exterior detailing, paint correction, and ceramic coatings. Closest analog to Arete's service mix but with a franchise-driven multi-location footprint rather than single-shop premium positioning.
• MobileWash: On-demand mobile car wash and detailing app-based platform. Competes for the same customer pool seeking convenient detailing services, though positioned more on convenience than premium ceramic/PPF work.
• Spiffy: Premium on-demand mobile car wash and detailing service operating nationally. Competes with Arete in the premium detailing segment with a different delivery model (mobile vs. fixed facility), targeting similar high-end vehicle owners.

Broad incumbents

• Ceramic Pro: Global ceramic coating brand with a large network of certified installers. Operates in the same premium paint protection category as Arete (CQuartz Finest Reserve) but at significantly broader national/international scale.
• Maaco: National auto body and paint franchise with 500+ locations. Operates adjacent to Arete in the automotive paint refinishing space, offering collision repair and repainting rather than cosmetic protection services.
• Caliber Collision: Largest U.S. collision repair chain with 1,800+ locations. Adjacent to Arete through automotive paint refinishing and interior repair, though focused on insurance-driven collision work rather than cosmetic protection.
• Opti-Coat: Professional ceramic coating brand with a network of certified installers offering multi-year paint protection. Competes directly with Arete's CQuartz Professional/UK tiers in the same professional installation segment.

Others

• CARPRO: Korean manufacturer of professional detailing products (IronX, CQuartz coatings, Reset shampoo). Functions as both a key product supplier to Arete and an ecosystem participant through its global certified installer network.
• Adam's Polishes: Consumer-direct car care products brand offering polishes, ceramic coatings, and detailing kits. Operates in an adjacent retail product category where Arete also sells via its CARPRO-branded e-commerce store.
• STEK: Manufacturer of paint protection films (DYNOshield, DYNOmatte) and window films. Functions as Arete's primary PPF supplier and ecosystem enabler for its STEK-certified installation work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCz1Y9Z9Z9Z9Z9Z9Z9Z9Z9Q
• LinkedInlinkedin.com/company/arete-auto-salon

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Arete Auto Salon