I used to work for Tom Wood Toyota/Kia. We charged whatever we could for the Simonize, usually $399-$699. I talked the detail guy into putting it on my brothers jeep when he got it new for $50 cash. The stuff is glorified wax. My bro said after about the 10th or 11th wash the stuff was pretty much gone. It is the biggest rip off in the car biz. I think the actual cost is around $100 or so. Its not bad but unless you have the extra cash its not worth it...