Ceramic King Coatings: This Company Offers Advanced Exterior Automotive Protection Technology

By Amit Chowdhry • Sep 26, 2023

Ceramic King Coatings is a company that offers auto detailing services, professionally installed Icon Rocklear coatings and DIY ceramic coatings products. Pulse 2.0 interviewed Ceramic King Coatings founder Leland Jones to learn more.

Leland Jones’ Background

Jones grew up as a military kid moving around the country and world. And Jones said:

“I spent high school in Singapore and moved back to the USA to Alaska at 18 years old. I dropped out of college after four semesters to run my business and moved down south where it wasn’t freezing cold. I launched my business full-time in 2019 in Virginia Beach, VA. Since then, we have become the household brand name in the coating industry in the State of Virginia. “

Formation Of Ceramic King Coatings

How did the idea for Ceramic King Coatings come together? Jones shared:

“This idea started with a friend in Alaska detailing my car. Over the years, it evolved as the market evolved into a higher-end paint correction and protection with coatings. My detailing gig was slowing as the market became more saturated. I knew I had to change something to sustain the employment of my team, as well as growing in an industry.”

Favorite Memory

has been your favorite memory working for Ceramic King Coatings so far? Jones reflected:

“My favorite memory was when we went from working on vehicles out of a one-car garage at my apartment complex and driving all of the client vehicles to our new shop caravan style when we upgraded from a one-car garage to a full-blown facility with offices, shop space, and a storefront.”

Challenges Faced

What challenges have you faced in building Ceramic King Coatings, and has the current macroeconomic climate affected your company? Jones acknowledged:

“The largest challenge we have faced in building Ceramic King Coatings has been our growth phases. We grew this business into the seven figures completely debt-free, no investors, and just with sweat equity and drive. Money has been tight before, and managing work-related relationships with the employees here during those hard times has a whole set of challenges within themselves.”

Core Products

What are Ceramic King Coatings Virginia’s core products and features? Jones explained:

“Right now, our service to install the core offer is our ten-year Icon Rocklear coating. It comes with a North-America-wide 10 plus year warranty, as well as a lifetime warranty on the workmanship of the coating. This is the most advanced, restorative, and protective coating on the market. It truly is the glossiest, the thickest, and the most protective coating that can be installed on a vehicle worldwide.”

Evolution Of Ceramic King Coatings’ Technology

How has Ceramic King Coatings technology evolved since launching? Jones noted:

“From the first coating we used to now, the technology has evolved leaps and bounds. We used to use residential grade ceramic coatings back in the day, and now we actually own the license to Icon Rocklear in the entire state of Virginia where nobody else can use this lucrative coating in the state without our knowledge and permission.”

Significant Milestones

What have been some of Ceramic King Coatings Virginia’s most significant milestones? Jones cited:

“Ceramic King Coating has had so many milestones. Most notably and recently is our move to partner with Icon Rocklear International to take over Virginia and be the pioneers of the coating industry with this revolutionary and advanced technology.”

Customer Success Stories

Upon asking Jones about customer success stories, he replied:

“Recently, we did a client’s Ford Explorer that he had been taking to car shows. We crossed paths at a charity fundraiser car show where he signed up with us to get his vehicle ceramic coated. He joined our waitlist and waited almost two months before we could get it done. Once complete, he came to pick it up, and the sheer transformation of his vehicle from before and after ended in almost literal tears and a huge hug and him saying “you have just earned a client for life and all the referrals that come with it!” 

Total Addressable Market

What total addressable market (TAM) size Ceramic King Coatings is pursuing? Jones assessed:

“Currently, we are addressing the entire commonwealth of Virginia, and across the border in the northern counties of North Carolina.”

Differentiation From The Competition

What differentiates Ceramic King Coatings Virginia from its competition? Jones affirmed:

“Customer care, warranty, after-service care, pricing, and now that we own the rights to the entire commonwealth of Virginia to Icon Rocklear, our coating is so far more advanced than any of our competitors.”

Future Company Goals

What are some of Ceramic King Coatings Virginia’s future company goals? Jones concluded:

“Our goal is to spread Icon Rocklear around the state out of our direct competitive areas, and allow people around the state to access this technology through us and develop a network of highly skilled and trained professionals delivering a superior product and service to our customers.”