Ceramic coating and PPF in Scottsdale, AZ
Compare 20 ceramic coating installers in Scottsdale, Arizona, plus the shops that install paint protection film: what each one charges where it publishes a price, which coating brands it offers, and who works mobile. Then ask two or three for a written quote.
- Coating shops
- 20 of 22 protection shops
- Publish a price
- 3 of 20
- Scottsdale coating range
- $650 to $1,850 10 published prices
- Manufacturer-certified
- 7 of 20
Ceramic coating cost in Scottsdale
Read from the price lists of Scottsdale businesses, set against the national figure so you can see whether this market runs high or low. Advertised rates, not quotes.
| Service | Scottsdale range | Shops pricing it | National median |
|---|---|---|---|
| Ceramic Coating | $650–$1,850 | 10 | $950 |
Named products Scottsdale shops price by name: gold PACKAGE, diamond PACKAGE, Entry-Level Coating, High-Solid Coating.
Best ceramic coating installers in Scottsdale, ranked
Shops that publish a price come first, then manufacturer credentials, then how much of the business is protection work. Rating breaks ties and nothing more, because nearly every shop in this trade sits between 4.7 and 5.0. Prices shown are the ones each shop advertises on its own site.
- 1Mobile Reviewed recently
Mr Detail Pro Mobile Auto Detailing & Ceramic Coatings
Scottsdale, Arizona 5.0 54 reviews
gold PACKAGE from$1,100 5 yearsdiamond PACKAGE from$1,350Nick often restores cars to a like-new appearance, especially older vehicles and those with significant interior grime. Customers report he removes scratches and paint transfer, and his ceramic coatings are praised for their flawless finish.
- Does
- Ceramic Coating · Paint Correction
- Known for
- Ceramic coating application · Comprehensive interior detailing
- Travels to
- Scottsdale · Paradise Valley · Phoenix +1
More about Mr Detail Pro Mobile Auto Detailing & Ceramic Coatings
He is accommodating with scheduling and arrives on time.
Best for older Mercedes c300s, trucks, and family vehicles with very dirty interiors, leather seats, and floor mats
- Professional, punctual, and communicative staff
- Accommodating scheduling
- Effective scratch and paint transfer removal
- 2
CarZmedics Ceramic Coatings
Scottsdale, Arizona 5.0 15 reviews
Entry-Level Coating from$650 1 yearHigh-Solid Coating from$995 5 yearsParadise Valley, Arizona, customers value CarZmedics Ceramic Coatings for its vehicle protection services, including Paint Protection Film and window tinting. The business is recognized for its professionalism, integrity, and the quality of its work, ensuring vehicles receive flawless care.
- Does
- Ceramic Coating · Paint Protection Film
- Known for
- Vehicle protection expertise · Paint Protection Film (PPF) application
- Travels to
- Cave Creek, AZ · West Chester Township, OH · Phoenix +4
More about CarZmedics Ceramic Coatings
Best for trustworthy, high-quality vehicle protection services, including PPF and window tinting, in the Paradise Valley, Arizona area
- Professionalism, integrity, and trustworthiness
- Extensive industry experience and knowledge
- Excellent communication and educational approach
- 3Mobile Reviewed recently
Jett's Mobile Detailing
Scottsdale, Arizona 5.0 130 reviews
Ceramic Coating from$949 5 yearsJett's Mobile Detailing in Scottsdale, Arizona, is a car detailer where customers consistently experience significant transformations in their vehicles. Reviewers note Jett's ability to remove tough stains, address minor paint imperfections like scratches and swirls, and restore tires, making cars look considerably cleaner and newer.
- Does
- Ceramic Coating · Paint Correction
- Known for
- Comprehensive Exterior Detailing (paint correction, scratch/swirl removal, tire treatment) · Thorough Interior Detailing (stain removal, fabric revitalization, detailed cleaning)
- Travels to
- Scottsdale · Cave Creek · Fountain Hills +1
More about Jett's Mobile Detailing
The service also handles urgent situations, such as battery acid leaks.
Best for a cherished Mustang, Miata, or Escalade that needs meticulous interior and exterior cleaning, or a vehicle requiring immediate attention for a battery acid spill
- Exceptional attention to detail and thoroughness in all services
- High-quality results, consistently restoring vehicles to a 'brand new' or showroom appearance
- Professional, friendly, and passionate service from Kaleb
- 4
Ceramic Pro North Phoenix | PPF, Paint Protection Film & Ceramic Coating
Scottsdale, Arizona 4.9 148 reviews
Publishes no prices — quote on request
Andres and his father, a small operation in Phoenix, Arizona, do quality work on various vehicles, including a Dodge Charger RT, BMW M4, and Tesla Model Y. They are known for their meticulous application of services, which can take several days to complete, and for providing comprehensive after-service care and tips to maintain the vehicle's pristine condition.
Issuer-confirmed credential
Ceramic Pro Certified Installer- Does
- Ceramic Coating · Paint Correction · Paint Protection Film
- Known for
- Ceramic coating (various types and warranties) · Paint Protection Film (PPF)
- Travels to
- Phoenix, AZ · Glendale, AZ · Peoria, AZ +9
More about Ceramic Pro North Phoenix | PPF, Paint Protection Film & Ceramic Coating
Best for car owners wanting paint correction, ceramic coating, clear bra, and tinting for a like-new appearance and lasting protection, with excellent customer service and after-care tips
- Flawless and outstanding work quality across all services
- Vehicles transformed to look brand new with lasting protection and easy maintenance
- Exceptional customer service, including thorough explanations of options
- 5
Hyer Quality Detail
Scottsdale, Arizona 4.9 1,075 reviews
Publishes no prices — quote on request
Customers often expected a standard detailing service but found Hyer Quality Detail in Tempe, Arizona, provided much more, especially with services like PPF, ceramic coating, and window tinting. Many reviewers specifically mention Derek for his clear communication, prompt responses, and even securing discounts.
Business-stated credential
XPEL Certified Installer CARFAX Approved Shop- Does
- Ceramic Coating · Paint Protection Film
- Known for
- Ceramic coating · Vinyl wraps
More about Hyer Quality Detail
The team is noted for precise work and thoroughness, even scheduling follow-ups to ensure satisfaction.
Best for new cars needing immediate ceramic tint, PPF, or ceramic coating; vehicles with existing wraps needing touch-ups; or cars needing a full interior and exterior detail after an initial issue.
- Meticulous and high-quality workmanship
- Excellent customer service and clear communication
- Professionalism and honesty regarding services and timelines
- 6Mobile Reviewed recently
Pit Stop Auto Detailing & Vehicle Storage
Scottsdale, Arizona 4.8 543 reviews
Publishes no prices — quote on request
Customers often expected a standard car detail, but many were astounded by the results, with vehicles looking and smelling brand new, even for cars over two decades old. Several reviews specifically mention the exceptional cleanliness of engine bays without any dressing, and spotless interiors.
Issuer-confirmed credential
Gtechniq Accredited DetailerBusiness-stated credential
LLumar SelectPro Dealer- Does
- Ceramic Coating · Paint Correction
- Known for
- Paint correction · Ceramic coating
- Travels to
- Scottsdale · Paradise Valley · Cave Creek +13
More about Pit Stop Auto Detailing & Vehicle Storage
The team, including Marcus, Alex, Tony, and Derek, is frequently praised for their work.
Best for vehicle enthusiasts in Scottsdale, Arizona, wanting extensive paint correction, ceramic coating, or PPF for high-end or vinyl-wrapped cars, or for older vehicles needing a thorough restoration to a like-new state
- Professional, knowledgeable, and friendly staff
- High-quality, transformative results (vehicles look like new)
- Expertise in specialized services (e.g., vinyl wraps, high-end vehicles)
- 7Mobile Reviewed recently
Matt's Auto Spa
Scottsdale, Arizona 5.0 252 reviews
Publishes no prices — quote on request
Matt's Auto Spa in Scottsdale, Arizona, provides convenient mobile detailing services. Many customers mention how new their vehicles look, even older models, after Matt and his team have cleaned them.
Business-stated credential
System X Certified Installer- Does
- Ceramic Coating · Paint Correction
- Known for
- High-end vehicle detailing · Ceramic coating application
More about Matt's Auto Spa
Matt is responsive when scheduling and provides updates, ensuring vehicles are completed efficiently and to a high standard.
Best for mobile detailing at your location, scheduled promptly and completed quickly, for owners of high-end vehicles or older cars needing a refresh
- Meticulous and high-quality detailing results
- Professional, knowledgeable, and well-organized staff
- Punctual, efficient, and responsive service
- 8
PPF, Window Tint, Ceramic Coating, XPEL by EuroCars Detail
Scottsdale, Arizona 4.9 148 reviews
Publishes no prices — quote on request
Vehicles in Paradise Valley, Arizona receive professional service and exceptional workmanship. This business meticulously applies PPF, window tint, and ceramic coatings.
Issuer-confirmed credential
XPEL Certified InstallerBusiness-stated credential
IDA Certified Detailer- Does
- Ceramic Coating · Paint Protection Film
- Known for
- PPF (Paint Protection Film) · Window Tinting
- Travels to
- Phoenix, Arizona · Scottsdale · Paradise Valley +6
More about PPF, Window Tint, Ceramic Coating, XPEL by EuroCars Detail
They are also noted for correcting and removing unsatisfactory work done by other companies, providing transparent communication.
Best for owners of new or luxury vehicles valuing premium protection, meticulous workmanship, and corrections for prior unsatisfactory detailing
- Exceptional workmanship with meticulous attention to detail and flawless application
- Professional, transparent, and detail-oriented service from start to finish
- Excellent and prompt communication throughout the process
- 9
Gannon Ceramic Coatings and Detailing
Scottsdale, Arizona 5.0 126 reviews
Publishes no prices — quote on request
Customers in Apache Junction, Arizona frequently highlight the high-quality workmanship and professional approach that leaves vehicles looking brand new. They praise the team's expertise, thorough explanations, and friendly customer service, with many clients becoming repeat customers.
Issuer-confirmed credential
XPEL Certified InstallerBusiness-stated credential
NanoPro Authorized Installer- Does
- Ceramic Coating · Paint Protection Film
- Known for
- Ceramic Coatings · Vehicle Detailing (interior and exterior)
- Travels to
- Arizona · Mesa, AZ · Scottsdale, AZ
More about Gannon Ceramic Coatings and Detailing
Best for vehicle owners who value high-quality workmanship and personalized customer care for detailing and coating
- Exceptional quality and craftsmanship resulting in a flawless, like-new finish
- Meticulous attention to detail in every aspect of the service
- Professional, knowledgeable, and friendly staff who provide thorough explanations
- 10Reviewed recently
Detail Boss
Scottsdale, Arizona 4.9 107 reviews
Publishes no prices — quote on request
Customers often expected a good car detail, but many were surprised by how new their vehicles looked after visiting Detail Boss in Scottsdale, Arizona. Several reviews mention vehicles appearing brand new, with one customer stating their 15-year-old Porsche 911 looked new and another saying their 1985 Porsche Targa looked better than when they bought it over 20 years ago.
Issuer-confirmed credential
Ceramic Pro Certified Installer- Does
- Ceramic Coating · Paint Correction
- Known for
- Paint correction · Ceramic coating
- Travels to
- Scottsdale, Arizona · Arizona · Phoenix +1
More about Detail Boss
Their ceramic coatings are also noted for lasting years.
Best for a vehicle that is old, dirty, or has shabby work from another shop, and needs paint correction, PPF, or ceramic coating.
- Vehicles look brand new or better than original, even older models
- Long-lasting results, with coatings enduring for years
- Professionalism and excellent customer service
- 11Mobile Reviewed recently
Dr. Shine My Ride
Scottsdale, Arizona 5.0 348 reviews
Publishes no prices — quote on request
Dr. Shine My Ride transformed vehicles by making rims and tires sparkle, removing pet hair from all the nooks and crannies, and applying an amazing wax job.
- Does
- Ceramic Coating · Paint Correction
- Known for
- Meticulous interior and exterior detailing · Pet hair removal
- Travels to
- Scottsdale · Phoenix area · Cave Creek +6
More about Dr. Shine My Ride
Customers consistently appreciate the thoroughness and attention to detail, often saying their cars look better than when new, even after significant dirt and kid messes.
Best for jeeps that are dusty, muddy, and dirt trail dirty, or SUVs with goldfish and kid messes, and Audis with pet hair from very hairy dogs
- Professionalism and excellent communication
- Attention to detail and meticulous results
- Convenient mobile service and easy scheduling
- 12Mobile
Clean Slate Auto Detailing & Ceramic Coating
Scottsdale, Arizona 5.0 300 reviews
Publishes no prices — quote on request
Customers frequently express astonishment that their vehicles look better than new after a detail or ceramic coating from Clean Slate Auto Detailing & Ceramic Coating in Tempe, Arizona. Several reviews highlight Austin's proactive communication, like calling to keep a truck an extra day to ensure a perfect result or addressing his own concerns about exterior cleaning done in the dark.
- Does
- Ceramic Coating · Paint Correction
- Known for
- Ceramic Coating · Paint Correction
- Travels to
- Tempe, AZ · East Valley · Phoenix, AZ +4
More about Clean Slate Auto Detailing & Ceramic Coating
Best for getting a premium ceramic coating applied in Austin's shop, with him communicating about the process and curing overnight, for a vehicle that looks better than new, even if you're hesitant due to past experiences.
- Exceptional and flawless results (cars look brand new, mirror-like, unreal shine)
- Meticulous attention to detail and quality
- Personalized, honest communication with no overselling
- 13Mobile Reviewed recently
Picture Perfect Detailing
Scottsdale, Arizona 4.9 201 reviews
Publishes no prices — quote on request
This detailer in Scottsdale, Arizona, frequently works with vehicles needing significant interior restoration, often removing extensive dog hair. Customers also bring cars for thorough exterior cleaning, including the removal of stubborn stains.
- Does
- Ceramic Coating · Paint Correction
- Known for
- Full interior and exterior detailing · Dog hair removal
More about Picture Perfect Detailing
Randy is noted for being mobile and accommodating with scheduling.
Best for restoring interiors heavily affected by pet hair and achieving a very clean exterior finish, even with difficult water stains
- Exceptional detailing quality and thoroughness
- Effective removal of tough stains and pet hair
- Professional, responsive, and personable service
- 14
FineDetailing
Scottsdale, Arizona 5.0 71 reviews
Publishes no prices — quote on request
Ryan removed all of the "Arizona pin striping" scratches from one customer's Silverado, making it look stunning, and also cleared numerous swirl marks from a Jetta that was only three months old. He also polished off a blob of black paint from a new truck.
- Does
- Ceramic Coating · Paint Protection Film
- Known for
- Ceramic Coating · Paint Protection Film (PPF)
- Travels to
- Scottsdale · Cave Creek · Fountain Hills +3
More about FineDetailing
Many customers praise his professionalism and passion for detailing, noting that he explains options clearly without upselling and provides pricing on his website.
Best for vehicles with significant swirl marks, off-road scratches, or stubborn paint blemishes, needing professional ceramic coating and detailing in Phoenix, Arizona.
- Exceptional quality and transformative results (vehicles look brand new, better than showroom, flawless)
- Professionalism, honesty, and clear communication (transparent pricing/timing, informative, constant contact, timely responses)
- Meticulous workmanship and attention to detail (caring, thorough, spot-testing, doing it right)
- 15Reviewed recently
LPC Correction & Coating
Scottsdale, Arizona 5.0 45 reviews
Publishes no prices — quote on request
For a brand new 2024 Audi Q8, Brian and Dan educated the owner on paint correction and ceramic coating, reassuring them of a pleasing outcome. Several customers noted that Dan turned their car into a mirror, with another mentioning his 14-year-old motorcycle looked new again after a full coating.
- Does
- Ceramic Coating · Paint Correction
- Known for
- Paint Correction · Ceramic Coating
More about LPC Correction & Coating
People also said they treat cars as if they were their own.
Best for car owners wanting thorough paint correction and ceramic coating, windshield protection film, or PPF application, especially to protect their vehicles from the Scottsdale, Arizona sun and hard water
- Delivers exceptional, showroom-quality results with meticulous attention to detail
- Highly knowledgeable staff (Brian, Dan) educate customers on processes and product benefits
- Treats every vehicle with extreme care, as if it were their own
- 16
Papago Ceramic Coatings
Scottsdale, Arizona 5.0 17 reviews
Publishes no prices — quote on request
Papago Ceramic Coatings provides convenient mobile car detailing in Avondale, Arizona. They are highly regarded for ceramic coating applications that give vehicles a long-lasting shine and superior protection.
- Does
- Ceramic Coating · Paint Protection Film
- Known for
- Ceramic coating application · Mobile car detailing
- Travels to
- Scottsdale
More about Papago Ceramic Coatings
Staff are noted for being friendly, knowledgeable, and transparent.
Best for premium vehicle treatment, including ceramic coatings for cars, boats, or aircraft, valuing professional service, transparency, and long-lasting protective results
- Exceptional professionalism and expertise
- Outstanding results with lasting shine and protection
- Knowledgeable and transparent staff
- 17Mobile
Quality Ceramic Coatings
Scottsdale, Arizona 4.9 16 reviews
Publishes no prices — quote on request
Customers often expected a standard detail but were impressed by the exceptional results, with many noting their cars and even an antique boat looking fantastic or gorgeous. The team is described as knowledgeable, professional, and hardworking, consistently delivering high-quality ceramic coatings, detailing, and scratch removal.
- Does
- Ceramic Coating · Paint Correction
- Known for
- Ceramic Coatings (for cars and boats) · Auto Detailing (deep cleaning, restoration)
- Travels to
- Scottsdale
More about Quality Ceramic Coatings
They are also praised for being reliable and dependable.
Best for car and boat owners in Scottsdale, Arizona, wanting a fantastic shine from ceramic coatings, detailing, scratch removal, or restoration projects
- Exceptional quality and outstanding craftsmanship
- Professionalism and meticulous attention to detail
- Versatile 'all-in-one' service offering
- 18Mobile
Desert Steam Mobile Detail and Ceramic Coatings
Scottsdale, Arizona 5.0 156 reviews
Publishes no prices — quote on request
Desert Steam Mobile Detail and Ceramic Coatings offers convenient, on-time mobile service, arriving fully equipped for every job. They are praised for transforming vehicles, RVs, and trailers to a like-new or better condition through thorough steam cleaning.
- Does
- Ceramic Coating
- Known for
- Mobile Vehicle Detailing · Ceramic Coating Application
More about Desert Steam Mobile Detail and Ceramic Coatings
Their professional and courteous staff ensure customer satisfaction.
Best for restoring cars, trucks, RVs, and trailers to a pristine condition with mobile detailing and ceramic coating services
- Exceptional Quality & Meticulous Detail
- Professional, Courteous & Punctual Staff
- Restores Vehicles to Like-New Condition
- 19
Scottsdale Detail Co.
Scottsdale, Arizona 5.0 56 reviews
Publishes no prices — quote on request
Scottsdale Detail Co. offers mobile detailing and ceramic coating services in Paradise Valley, Arizona.
- Does
- Ceramic Coating
- Known for
- Ceramic coating application · Comprehensive interior and exterior detailing
More about Scottsdale Detail Co.
The quality of work, professionalism, and deep expertise are noted. The service is known for restoring vehicles to an immaculate condition, with an emphasis on customer satisfaction.
Best for owners of high-end, luxury, or wrapped vehicles who value professionalism, deep expertise, and convenient mobile service
- Exceptional quality of work and meticulous attention to detail
- Professionalism, punctuality, and clear communication
- Extensive knowledge and experience in detailing and paint systems
- 20
JBS Executive Detailing
Scottsdale, Arizona 5.0 16 reviews
Publishes no prices — quote on request
Jeff Burrows, owner of JBS Executive Detailing in Scottsdale, Arizona, provides mobile detailing and ceramic coating services, often with his two sons. Customers mention he takes time to discuss options like ceramic coatings and explains how to protect their cars.
- Does
- Ceramic Coating
- Known for
- Ceramic coating (paint and wheels) · Comprehensive interior and exterior detailing
- Travels to
- Phoenix Metro Area · Tuscon · Flagstaff +1
More about JBS Executive Detailing
He's known for making vehicles, including those with seven-year-old leather seats or road trip grime, look immaculate and even better than new.
Best for a new Tesla, a seven-year-old SUV with marked leather seats, a filthy truck after a road trip, or a car needing ceramic coating and protection from the Arizona sun.
- Vehicles look brand new or better
- Knowledgeable about products and protection
- Excellent customer service and client education
Coating and film brands installed in Scottsdale
What the shops on this page say they install, taken from their own websites. A listing on the brand's own installer locator is stronger evidence, and it is marked where we have confirmed one. Either way, ask for the product name, the number of layers and the warranty registration in writing.
- XPEL film Hyer Quality Detail · PPF, Window Tint, Ceramic Coating, XPEL by EuroCars Detail · Gannon Ceramic Coatings and Detailing 2 confirmed on the XPEL locator
- Ceramic Pro coating Ceramic Pro North Phoenix | PPF, Paint Protection Film & Ceramic Coating · Detail Boss 2 confirmed on the Ceramic Pro locator
- Gtechniq coating Pit Stop Auto Detailing & Vehicle Storage 1 confirmed on the Gtechniq locator
- LLumar film Pit Stop Auto Detailing & Vehicle Storage
- NanoPro coating Gannon Ceramic Coatings and Detailing
- System X coating Matt's Auto Spa
Paint protection film (PPF) in Scottsdale
Film is a different trade from coating: different material, different equipment, and a far more expensive mistake to make, which is why fewer shops offer it. 7 of the 22 protection businesses in Scottsdale do it. What film actually involves
All of them also apply ceramic coating, so they are in the list above.
Ceramic coating in other Arizona cities
Get ceramic coating quotes from Scottsdale shops
Tell us the car and the work. We put it in front of shops that do this specific job, and they come back to you directly. We aren't a middleman on the price and we take no cut of it.
- Your details go only to shops you're matched with
- Most replies land the same day
- Free, and no obligation to book anything
What Scottsdale shops send people home with
A coating does not need much, and what it does need is specific: a shampoo with nothing in it, something to bring the beading back when road film buries it, and a way to get the water off before it dries.
- WashCheck price
Gtechniq GWash Shampoo
A pH-neutral shampoo with no gloss additives or wax in it.
- ToppersCheck price
Gyeon Q²M Cure
A ceramic detail spray for use after every wash.
- DryingCheck price
Gyeon Q²M SilkDryer
A large twisted-loop drying towel.
Prices come from Amazon and update hourly. We earn a commission on anything bought through these links, at no extra cost to you, and no brand paid to be included. The full shop, or how to look after a coated car.
Ceramic coating in Scottsdale: common questions
How much does a ceramic coating cost in Scottsdale?
10 Scottsdale shops publish a ceramic coating price, and they run $650 to $1,850. The national median across 708 shops is $950, so Scottsdale sits above it. These are advertised rates rather than quotes, and vehicle size and paint condition both move them.
How many ceramic coating installers are in Scottsdale?
22 businesses in Scottsdale advertise ceramic coating, paint correction or paint protection film, and 20 of those apply coatings, which is the list on this page. 3 of the 22 publish pricing, 7 of the coating shops hold a manufacturer credential we can check, and 10 operate as mobile services rather than from a fixed shop.
Should I get paint correction before a coating in Scottsdale?
Almost always, and it is the most expensive thing to get wrong. A coating is optically clear and it seals whatever is underneath, so applying one over swirled paint preserves the swirls for the life of the coating. Paint correction runs $349 to $700 nationally. Ask any Scottsdale shop whether correction is included in the coating price and how many stages.
Which ceramic coating brands do Scottsdale installers use?
7 of the shops listed here name the coating or film they install. XPEL: 3 shops; Ceramic Pro: 2 shops; Gtechniq: 1 shop; LLumar: 1 shop; NanoPro: 1 shop. 6 of those appear on the brand's own installer locator. A professional-only coating is usually sold with a manufacturer warranty that the installer registers, so ask any Scottsdale shop for the registration in writing.
Is there mobile ceramic coating in Scottsdale?
Yes. 9 of the 20 shops listed here work mobile and come to you, including Mr Detail Pro Mobile Auto Detailing & Ceramic Coatings; Jett's Mobile Detailing; Pit Stop Auto Detailing & Vehicle Storage. A coating needs a clean, dry surface while it cures, so ask a mobile installer where the car should sit afterward.
Ceramic coating or PPF in Scottsdale: which do I need?
Paint protection film is a physical layer that absorbs rock chips; a ceramic coating is a thin, hard, glossy layer that makes washing easier but does not stop chips. Many owners film the front of the car and coat the rest. 7 Scottsdale shops install film, and 7 of the shops listed here do both, which is the simplest way to get one quote for the combination.
Do these shops pay to be listed here?
No. Placement is not for sale on this site. The order below is set by what each shop publishes and what we can verify, and a shop that buys marketing from our parent company gets labeled as such rather than promoted.