How did you get into the industry? 

Passion is obviously the main reason that got me into the automotive industry. I’ve always been passionate about cars and my dream was to create a business in that area. In 2016, after a few failures with other brands over the years, I created Drexler Ceramic. 

What’s New in the Business or in the Franchise Model?

Ceramic coating for cars is a pretty new business. Back in 2016, we were one of only a few brands offering this product. It’s becoming more and more popular. We are the first brand offering a franchise opportunity to develop our high-quality services across the US. 

Where do you See Opportunities or Challenges for the Franchise/Business Moving Forward? 

Our biggest opportunity is to be the first ceramic coating brand to develop a franchise model. It allows us to perfectly train our franchisees and offer the same level of quality in all our locations. All the other brands distribute their products to independent car detailers, so they do not have any control over service quality. Having the same service offering and the same quality of service is our strength. 

Being the first franchise in this market is also a big challenge. We’re starting from zero and facing new challenges every day, so we constantly adapt our strategy, but this is also the exciting part of entrepreneurship.

What is your Goal for the Business Moving Forward? 

Our goal is to open many franchise locations across the US and to continue growing the Drexler Ceramic brand. The more locations we open, the stronger we are. That will facilitate the creation of strong brand awareness across the country, and make people aware of ceramic coating benefits for their cars, as it’s still unknown to many potential clients.

Talk to us About Training and Support, How Do You Deliver? 

We provide the initial training in our shop in Miami. It’s theoretical and practical training and provides all the knowledge needed to successfully operate a Drexler Ceramic Coating Center.
Once the franchise opens, we visit the franchisee on a regular basis to verify if he needs additional tips or training. We really want our franchisees to feel comfortable and supported by the brand. 

Your most difficult moment in the Franchise Business? 

Creating an easy-to-read operational manual was probably one of the biggest tasks in the franchising process. We needed to write down everything we do and know, in the right order, and in an easily understandable way for our future franchisees. 

Define your Franchise Model:

A. Training and Support Model?
Our franchisees get detailed training initially and have access to refresher training annually. Ongoing operational and marketing support is included plus we also ensure our franchisees are supported with initial accounting guidance and continued development for enhanced unit-level profitability.

B. What is the Fee Structure?
We offer a simple fee structure: $30.000 franchise fee, 8% royalty and 1% marketing fund.

C. Territory Definition?
250,000 people

D. Day in the life of a Franchisee?
The franchisee starts by opening the shop and welcoming the client(s) that drop off/pick up their car. Then it’s important to take 30 minutes to check new leads and contact them to make appointments for the following days/weeks. Then start to work on customer cars for most of the day, and keep social networks up to date with new pictures/videos. 

Social networks are very important in our business to attract new customers. 

What does Your Franchisee Do in the Business Every Day? 

As our service is a ceramic coating service for cars, most of the job is to clean and prepare the car surface, then apply our ceramic coating on various parts such as paint, wheels and windows. 

The other side of the business is commercial and advertisement: call or email leads, follow up with customers, posting on social media. 

Who is the Ideal Franchise Candidate? 

The ideal franchise candidate is passionate about cars and ready to work in order to make his franchise successful. Our business model is simple and very profitable for any person who is involved and passionate. 

A commercial background is also a significant advantage as half of the business is to attract customers and convert leads. 

What Goals Do You Have for the Franchise Model in the Future?

We will constantly adapt our franchise model as we grow and open new locations in order to maximize the customer experience and profitability of our franchisees. 

Thank you to Alex Allemand for conducting this interview. For more information about the Drexler Ceramic franchise opportunity, visit their franchise page at