About ESOTERIC
In a crowded field of also-rans, ESOTERIC stands alone.
Be a One of One.
Since our humble beginnings in our founder’s garage in 2009, ESOTERIC has grown from being the secret weapon for a few high-end auto collectors to becoming the standard in autocraft protection and enhancement for enthusiasts throughout Ohio, across the USA, and around the world.
Our success can be credited to just one thing: Ridiculously high standards. In everything we do. Founder Todd Cooperider puts it this way: “The type of car you drive and the way that it looks are a direct reflection of who you are. You didn’t compromise on selecting the vehicle. So why compromise on the way that it looks?”
From our obsessive attention to the smallest detail to our exhaustive quality control, we bring relentless perfectionism to every aspect of your vehicle’s appearance. Our standard is evident from the moment you engage with us. We take the time to understand what you are seeking to accomplish with your vehicle and partner with you every step of the way.
Our studio in New Albany, Ohio, is the headquarters for our car detailing, enhancement and protection services, as well as the hub for all of our education and training work. Every day, we work on vehicles driven here or delivered by trailer, rail… or even by air transport. Our client list spans the globe. When you choose ESOTERIC, you are joining a robust community of owners who share our impeccable standards.
There is a reason you chose your vehicle. And it is the same reason you choose Esoteric. The very best deserves the very best.
ESOTERIC GLOSSARY
We say what we mean. We mean what we say.
In an industry that is awash with jargon, claims and hype, here is a glossary of terms we use, and what they mean.
Ceramic Coating
Ceramic coating is a liquid applied to your vehicle that hardens, forming a semi-permanent barrier. In addition to an increased level of gloss and shine, coatings also add a deepening and richening of colors. Blacks will be blacker, reds will be a deeper red, etc. Also on colored or satin wheels, coatings will have the same effect. It will not turn satin wheels glossy, but it will add a darkening and richening effect.
Satin vs Matte
These terms are often used interchangeably when referring to matte paint and PPF, but satin has a sheen and “matte” has no reflectivity.
Customer Service
We surround every point in the process with consultative engagement, video/photo updates, and clear communication. At ESOTERIC, you will never feel like you are out of the loop.
Paint Protection Wrap
We use the clearest, best performing film in the industry with unparalleled install quality. From front-end protection to fully wrapping a vehicle, we can customize a protection package to your exact needs.
Factory Paint
Many people are surprised to learn: ALL factory paint is a long, long way from perfect, requiring a significant amount of skilled effort to bring out its full luster, longevity and impact.
Fidelity
It is one thing to work on a high-performing supercar. It is another thing still to ensure the vehicle maintains spec during and after the process. Our full-time in-house mechanic ensures your vehicle is 100% dialed in when it leaves our studio.
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More than expertise: Mastery
47,392 hours and counting. When last we added it up, that was our team’s experience in enhancing and protecting the world’s finest autocrafts. Malcolm Gladwell famously said it takes 10,000 hours of intense practice to achieve mastery in any field, which places ESOTERIC in the rarest of company.
It is one thing to achieve mastery. It is another to continue pursuing new skills, new proficiency and new acumen with the same enthusiasm as a beginner.
At ESOTERIC, we are in a constant state of learning. We are typically the first to see the latest vehicles before they reach the masses, allowing us to work with the manufacturer, dealer and the vehicle owner to create a new masterpiece.
We are also in a constant state of teaching, educating vehicle owners and the industry on the latest techniques, applications and finishes.
When the stakes are this high, when there is no margin for error, when it simply has to be perfect—that is when discerning vehicle owners call ESOTERIC.
History (Still) in the Making
Take a timeline tour from our humble beginnings to present day.
Home Garage
Todd Cooperider begins operating part-time detailing business out of his garage.
It's Official
Officially formed Esoteric Auto Detail, LLC.
Autoweek
Selected by Autoweek Magazine as one of the Top 9 Auto Detailers in the U.S.
Ferrari F40
ESOTERIC releases groundbreaking F40 Article.
Going All-In
ESOTERIC becomes full-time company.
HQ is a Go
Moves into current New Albany, Ohio headquarters.
Growth
ESOTERIC grows to 5 employees.
eCommerce
Starts selling first detailing products. – esotericcarcare.com
Selling the products we use – easy to use with the best results
Elite Detailer Academy
Officially launches the Esoteric Elite Detailer Academy.
Trains 500 detailers from 12 different countries around the world.
Added Protection
ESOTERIC offers industry-leading ppf installation.
RUPES Arrives
One of two companies to launch Rupes machines in the U.S. market.
First Global RUPES training facility.
KAMIKAZE USA
Launches Kamikaze-Collection in the USA. First distributor in the world.
GYEON
Launches Gyeon brand in the USA. First importer and distributor for the US market.
Honda North America
Hired by American Honda to train and consult on their new Acura NSX project.
Partners Join
New partnership group formed. Name changes to Esoteric – Fine Auto Finishing.
Passes a dozen employees.
10,000
Surpases 10,000 vehicles serviced.
Dealership Partners
First onsite dealer business established at Mercedes-Benz of Easton.
YouTube
Our YouTube channel surpasses 10 million views.
Product Growth
Esoteric Car Care (products) outgrows the HQ facility and moves into its own building.
Dealership Partners
Second onsite dealer business established at Midwestern Auto Group.
Expansion Continues
A third facility was acquired to expand service offerings. Full-time employee count surpasses 40!
XPEL Dealer of th Year
Esoteric is awarded the XPEL Ohio Dealer of the Year for the second time.
Cleveland, Ohio
ESOTERIC announces expansion to Cleveland, Ohio.
Company Milestone
ESOTERIC celebrates 15 years in business.
New Albany Business
ESOTERIC is featured in New Albany, Ohio’s business video series.
Cleveland Grand Opening
Staff, friends, and the city council gathered to celebrate!
Common Questions Regarding Detailing
What is Detailing?
Why Have My Vehicle Detailed?
Protect your investment: This directly relates to increased value. Let’s face it; most vehicles depreciate rapidly, especially when they’re neglected. Protect your investment by having it properly maintained by a premium service offered by Esoteric Auto Detail. If you were investing $50,000 in the stock market, you would want to hire an experienced money manager with a track record of proven success to handle your account and maximize your return on investment. When you drive that new expensive vehicle off of the lot, you know that it will immediately lose value. So to get the most return on your investment, it is wise to have the appearance professionally maintained to retain as much value as possible.
Project a professional image: The condition of the vehicles we drive says a lot about the type of person we are. It’s no different than how we care for our houses, our landscaping, or our appearances. Beautifully prepared cars project confidence, professionalism, and makes us feel good when driving (or admiring) them!
What are Swirls? What Causes Them and How Do You Correct Them?
While there are many causes of swirls, the biggest culprit is improper washing and drying techniques. They can be avoided for the most part once you learn how to properly wash and dry a vehicle, as well as which materials to use. One trip to the automatic car wash (also referred to as swirl-o-matics), or a quick wipe down with the wrong kind of towel can quickly destroy 15 hours of machine polishing. Even if the local car wash or dealership offers a hand-wash, it doesn’t mean that they are using proper methods or materials, and in many cases can do more harm than good. It is very important to us that we educate our clients on how to maintain the new finish we have just provided. We will spend time on education after the service is complete, and even provide a detailed set of care instructions to help you maintain a clean and swirl-free finish.
The only way to properly and permanently correct swirls and other light defects are to level and refine the finish with either a rotary or random orbital polisher (we use both) combined with a variety of abrasive polishes. If the defects are moderate to heavy, it will first require a leveling of the surface through more aggressive compounds, followed by finely polishing or jeweling with a finer combination of polishes and pads to bring out the absolute best in clarity, depth, and shine. The defects are corrected by actually removing an extremely small amount of clear coat and creating a perfectly level surface. This process takes time and advanced skills and will yield amazing, and permanent results.
A “quick fix” that is commonly used by many re-sellers and inexpensive detailing services is to apply glazes that use fillers to temporarily hide the defects. The car may look good, but it will return back to normal after just a few weeks. We only use body shop safe polishes that have no silicone or fillers.
Do You Only Work on Exotics?
Do New Cars Require Detailing?
Secondly, you should start with proper surface preservation and protection when the vehicle is brand new. These are services that the factory or dealer simply can’t provide. Why not ensure that your vehicle remains beautiful as the day you bought it, and stays protected from the elements into the future?
Why Esoteric Auto Detail?
We are continuously researching the latest products and techniques, and networking with the absolute best detailers in the country to ensure that our detailing knowledge and skills are always improving. The fact that I write a comprehensive collection of detailing how-to articles and product reviews to educate other detailers and enthusiasts alike should be a strong testament to the knowledge and skills I have acquired, along with the high level I have risen to within the detailing community.
We work on a limited amount of automobiles so that we can focus on each vehicle and customer’s specific needs, and take the proper amount of time to get the job done right. The boutique level of services and skills that we provide simply cannot be achieved by volume-based detail shops.
Esoteric Auto Detail was established for those looking for the absolute best detailing and paint reconditioning services available.
Can I Hire Esoteric to Travel to Me?
Does Esoteric Offer Training or Consulting Services?
Yes. We can visit your dealership, body shop, detailing studio, or manufacturing facility; analyze your operations, and make recommendations for tools, products, and processes related to detailing and paint restoration. We can also conduct training sessions one-on-one, or in groups. Please contact us to discuss your individual needs.