The Gold Standard                 of Car Care
by GIAN LIBUNAO

By Gian Libunao

When I first started Goldman Cars and Detailing, we operated like most traditional car detailing shops—clients would bring in their vehicles for a one-time service. We’d make their cars look brand new again, hand the keys back, and that was the end of it. We’d even go the extra mile to teach them how to maintain their car’s cleanliness at home—whether by themselves, with the help of their drivers, or their house staff. But over time, we noticed something important. 

Most of our clients were just too busy to handle car maintenance themselves. And even if they wanted their drivers or house helpers to do it, they often didn’t have the time or the tools to train them properly. On top of that, maintaining a car’s appearance requires investing in the right equipment and detailing products—something most people don’t want to worry about.

Again and again, we kept hearing the same thing:

“Can we just pay you to maintain our cars for us?”

That one question changed everything for me. It became clear that what our clients really needed wasn’t just a one-time service—they needed ongoing, professional car care that was convenient, consistent, and completely handled for them.

That’s when the idea of a membership model came to life.

I envisioned a car care service that didn’t end when the car left our shop. A program that would ensure our clients’ vehicles stayed clean, protected, and well-maintained all year round—without them having to lift a finger or worry about the details. Because let’s face it: cars are constantly exposed to the elements. They get dirty, scratched, and stained on a regular basis. So why shouldn’t car care be a continuous service too?

That’s why we launched the Goldman Cars Membership—a three-year program offering exclusive, convenient, and professional detailing and maintenance. And today, Goldman Cars and Detailing is proud to be the first and only membership-based detailing service in the Philippines. This model has become our biggest differentiator. It not only sets us apart from the competition, but also reflects the kind of value, consistency, and innovation we want to deliver to our clients.

And for me, that’s something truly worth building.