The Luxury Layer for Every Shop
by Mike Burke Mike Burke
I’ve been in this industry for over 36 years—long enough to see window tinting evolve, paint protection film become standard, and ceramic coating rise to the top as one of the most valuable upgrades for high-end vehicles.
Ceramic coating isn’t a fad. It’s a luxury product that’s becoming a necessity. If you’re buying a vehicle north of $60,000—whether it’s a luxury SUV, a performance car, or a brand-new truck—ceramic coating should be part of the delivery checklist. It adds gloss, makes maintenance easier, keeps the paint cleaner, and creates a hydrophobic layer that blows traditional wax out of the water. This is wax 10.0.
Now, a lot of shops jumped into ceramic coating thinking it was just another add-on. It’s not. It’s a movement. It’s an expectation. And in many ways, we have Ceramic Pro to thank for getting that ball rolling. They weren’t the first to invent the chemistry, but they were the first to truly brand it, sell the lifestyle, and put ceramic coating into the spotlight.
But let’s be clear: just like in every industry, others came in and raised the bar. Many brands have built on that foundation, making coatings stronger, longer-lasting, and more accessible. This is what evolution looks like. One company kicks open the door, and the rest of the market races through it and makes it better.
Why Every Shop Should Offer It
Today, if you’re a tint shop, a detailer, or a PPF installer and you’re not offering ceramic coating, you’re asleep at the wheel. You’re missing the biggest wave to hit our industry in the last decade. Ceramic coatings are here to stay. And the next evolution is already underway: affordability. What started as a high-ticket upgrade is quickly becoming a mid-level expectation. That means it’s no longer a ‘maybe someday’—it’s a ‘why not now?’
If you’re serious about your shop, align with a brand that gives you more than just the bottle. You want good marketing, strong support, and a product that makes you money and builds customer loyalty. Don’t get hung up on who was first. Focus on what fits your business and your customer base today.
The Shift Toward Affordability
There’s also a major shift happening in terms of market awareness. People know what ceramic coating is now. TikTok, Instagram, YouTube, Facebook groups, car forums, and local Cars & Coffee events have ensured that. It’s not some mystery product anymore. It’s a known upgrade, especially among owners of new or higher-end vehicles.
But here’s the key: price matters. You can’t lead with a $1,000 paint correction and a $1,500 coating and expect people to jump. That might work on the ultra-luxury crowd, but you’ll lose 90% of the market before they even ask a question. The shops that are winning right now offer smart, simplified packages: light polish, coat the paint, glass, wheels, trim, and keep the price in that $800 to $1,200 range.
When you keep it approachable, you open up a much bigger audience: new car owners, repeat customers, everyday drivers who want their ride to stay looking sharp. The real secret is scale: volume over margin. These jobs don’t tie up a bay for two days. You can do multiple cars daily, turn them around quickly, and dominate your local market while other shops are still trying to land whales.
The bottom line: if you want to grow your ceramic coating business, stop trying to make it feel exclusive. Make it feel attainable. Give people a reason to say yes without having to think twice about it.
Mike Burke has been in the window film industry for over 30 years. His company, Sun Stoppers, has more than 35 locations in 16 states and offers residential and commercial tint and decorative film services as well as automotive tint, paint protection, and ceramic coatings. If you have a question for Mike to tackle in a future column, email him at mike@sunstoppers.com.
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