We visited Lexus USA, home of Lexus North America headquarters to help us better understand the latest innovations in the automotive industry. As professional auto detailers, we need to know our customers’ cars and finishes. We are continually studying different automotive materials and finishes on vehicles to determine the best aftermarket car waxes and polishes that can be used to extend life and generate the highest shine and reflection.

When we visit these corporate headquarters, we always have tons of questions for executives and research people about upcoming trends, innovations, and things that will affect the market. This is usually a difficult task, because such companies may not answer all of your questions due to the secrecy required to compete at that level. Sometimes you can learn information, why questions they will not answer, which questions they will dodge, and which questions they will only half answer. Information gathering is difficult, and Japanese companies are some of the best secret-protected companies in the free world. We’re finding information at Starbucks Coffee by talking to workers and at parties during dealer introductions to new models, events, which we often invite ourselves to as well. Professional Party Crasher comes to mind for those who understand college life, but in the real world, being in the right place at the right time keeps our team in the winner’s circle.

Since 2000, Japanese automakers have invested billions of dollars in research and development as the value of the yen fell against the dollar, triggering higher profits during the pre-911 quarters of 2001. Today, for Of course, we see an opposite trend as the dollar has slipped against other world currencies. As the yen fell against the dollar, reinvested research money began to show in the market as new Lexus SUVs came out with all-wheel drive and soon fuel cells will be on the scene to replace many of Lexus’ hybrid test markets. 2000-2002 and 2003 and 2004. As these companies continue to innovate and we as consumers buy into these new features, we will find an increasing need to learn more information faster to keep up with changes. It will not be easy.

As auto detailing professionals, we must persevere in our efforts to obtain the latest data and learn about the newest materials that will be used in the automobiles of the future so that we can be prepared to provide service excellence to all of our customers.

As many automotive professionals in the auto body, car wash, aftermarket auto accessories, and detailing industries know, Lexus has one of the finest finishes of any production automobile. Nine years ago, when Lexus began producing its luxury sedans with a “Pearl White” laser-painted and baked paint job, we went to the site to find a wax that would preserve and enhance this finish. We tried everything from self-proclaimed Teflon waxes that claimed a 3-year warranty from DuPont to silicone waxes that the aviation industry had banned under the FAR (Federal Aviation Regulations) in certain paints like Polyurethane and Imron (originally used in US Navy F-14 for saltwater resistance). Imron, polyurethane, and other specialty paints needed to breathe and seal the paint caused corrosion by trapping moisture. Some things are learned the hard way. We also learned that the manufacturers of Teflon Waxes falsely claimed a warranty from DuPont. Dupont guaranteed its coatings on pots and pans for three years, but only when applied at oven temperatures over 275 degrees F. Of course, that was impossible since that would have melted all the rubber seals, tires, wipers, and probably would have burned. the car itself. Not exactly good customer service and would probably get you in trouble at the BBB-Better Business Bureau.

Many great waxes and products have been found that work with enamel, urethane, lacquer, fiberglass, and all clear coats, and when you find one, you’ll know you’ve got a winner by the reflective depth of the gloss. Our company, the Detail Guys (www.detailguys.com), has come across many such products over the years, and we actually really like one. The question was whether this product could improve the already near-perfect paint jobs on Lexus Luxury cars; if so, it would be unstoppable. And it did, it also removed surface scratches, road tar, chrome rust, swirl marks (from competitor detailing mistakes), and oxidation; something none of us expected or even intended. The product was later featured in Popular Hot Rodding, Drive, Truckin’, Muscle Cars, Porsche Owners, and Auto Enthusiast magazines.

This case study is just one example of why all professional auto detailers must continually check for new innovations in automotive paint, materials, compounds and manufacturing processes to stay ahead with next-generation products. It’s not every day you can be at the forefront of such market innovations. Most professional auto detailers agree that sometimes you have to look past the hype and see for yourself. Lexus of North America has limited tours just like other major manufacturers. We have found in our travels that your PR departments will find the answers to all your questions when you contact them. Occasionally they won’t divulge information, but it doesn’t hurt to ask. Also remember that a little experimentation helps unlock the secrets of today’s modern detailing professional. Think about it.