IDA Sponsor Spotlight: Auto Magic

This month, we chatted with Scott Morgan, Senior Product Manager of 2020 IDA Diamond Sponsor Auto Magic.

International Detailing Association: How long have you been with this company? 
Scott Morgan: I've been with Auto Magic for 12 years now. 

IDA: Were you a detailer prior to becoming a supplier? 
SM: No, I worked on other Automotive Product Management teams with ITW Evercoat.

IDA: What type of training does your business offer? 
SM: We have two IDA Recognized Trainers, Steve Winfield and Tyler Cucchi. We are very proud that they are recognized and participate in IDA training.  We also have our 6 Stages of Reconditioning, which is a step-by-step guide to completely detailing a car.   

IDA: What makes your company unique compared to other suppliers? 
SM: We have many things that differentiate our company. For starters, our company has a long history. We have been in the Automotive Detailing business for 60 years and have just been inducted into the IDA Founder's Club. We also have unique proprietary products that are industry standards, like Red Hot and Special Cleaner. Auto Magic has sold Clay bars for more than 25 years and almost every detailer has used our product. We are also lucky to have the backing and support of ITW, a Forbes 500 company.

IDA: Is there any advice you would give to detailers that may be looking into transitioning to product sales, distribution, or manufacturing? 
SM: My best advice is to get to know the products you offer backwards and forward. Your knowledge to the end users becomes invaluable and you become their “go to” expert to help them solve problems which leads to success in growing your business.

IDA: What are some of the struggles your company has overcome to get to where it is today? 
SM: Our biggest struggle is making sure we are at the forefront of new product development. It is the lifeline of business growth and we fell behind for a time, but have come back with our Paint Correction System and Poly Magic launches and have many exciting new products in our pipeline.

IDA: Why does your company believe it is beneficial to support the IDA? 
SM: In addition to supporting the industry organization that services our industry, education is key to the detailing business. Knowing how to use the products you offer to maximize their effectiveness and speed of delivering a quality detail to your customer will lead to long term success for detailers and IDA provides a platform for educating those new and veteran in our business.

IDA: As a supplier, what changes would you like to see be made in the detailing industry? 
SM: Increases in detailer knowledge and the ability to communicate changes in the industry as products and laws evolve. Safety is a prime concern of the detailing world and with laws and rules evolving everyday, there needs to be a place for the detailers to go to be educated and kept up to speed.

Disclaimer: Auto Magic is a 2020 Diamond Sponsor.  The views and opinions expressed in this article do not necessarily reflect the official policy or position of the IDA.  If you are interested in becoming an IDA Sponsor, please click here to learn more.