Detailing by Tyler is built on passion
The Superior business offers car care for people who love their cars, owner Tyler Kiel said.
Cars are Tyler Kiel’s passion.
Backed by seven years of experience, the Superior man offers car detailing and paint correction services at Detailing by Tyler, located in Suite 8 of the Horizons Building on the 1400 block of Tower Avenue.
The highlight of the business, he said, is being able to work with a wide variety of vehicles, from an emerald green 1931 Lincoln limousine to a sleek black Ford F350 Platinum truck. It’s that passion that sets Detailing by Tyler apart.
“We’ve got some good competition in the city right now with Detail and Dash and Precision from Rice Lake, so it’s good competition and they do really good work, but there’s no way they love cars more than me,” Kiel said.
It shows, said Griff Coffman of Superior.
“It’s nice to have somebody who actually takes pride in it and actually really enjoys what they’re doing to do a service like that,” he said.
When Coffman needed to detail his SUV prior to selling it, he called on Kiel. The entrepreneur was booked, but made room for Coffman’s ride. Stains from the kids and dirt that had accumulated from the dog were gone when he came to pick it up.
“It looked like it was brand new,” Coffman said of the 2017 vehicle. “I remember specifically it was in the summertime and I opened up the door to get in and drive home. And I looked at the floor in there, and it was so shiny and clean and new, I actually took my shoes off before getting in the car.”
He said Kiel worked with him to make things as easy as possible, from fitting the job in and arranging pick up times to offering different payment options.
“I’ve recommended him to pretty much anybody who asks in town,” Coffman said.
Entrepreneurship is not new to Kiel. After graduating from Superior High School in 2014, he started his own lawn care business. He then went to work at a number of detail shops in the Twin Ports, learning the craft and falling in love with the cars. After transitioning into work in the beer industry, he continued to get calls from former customers.
Kiel launched Detailing by Tyler in the spring of 2020 out of his father’s garage, transitioning to the Horizons Building space, which formerly housed R & R Radiator, in October 2021.
The industry is constantly evolving.
“When I jumped in there was nobody applying ceramic coatings,” Kiel said; instead it was wax.
Now, 50% of his business is in ceramic coating, or paint correction. The process involves pre-washing and hand washing the vehicle. Kiel inspects the vehicle for scratches and faded areas before applying the coating, then takes a different approach to each one. Older vehicles have thicker, human-applied paint, which requires a different style than thinly-coated new vehicles.
The ceramic coating is rated for five years, and takes 24 hours to dry and bond to the paint. Kiel instructs owners how to care for their rides to maximize the protection.
“I show them how to wash it, care for it,” he said. “It’s car care for people who love their cars.”
The other half of the business is detailing. Steam cleaning is the standard now, but a new technology on the horizon is dry ice cleaning. Between the changes and the fierce competition, Kiel said, “You’ve got to keep on top of it.”
One way he’s expanded his audience is through TikTok. Kiel shares before-and-after videos, as well as comic bits, under the name “ refreshmyride .”