Welcome from Ireland. There are a few of us here. Detailing in Ireland is a hard game to craic for sure. Plenty of information here the US do things a bit differently to us but its good to mix it up that's for sure.
Ronnie, it is difficult to break into what is seen as a luxury market in a recession.
I am from Mayo but moved to the UK in the late 80's as work was hard to find work back in the day. 30 years later I have my own business consultancy and a part time detailing business.
People confuse the manual car wash and detailing and can't understand the difference until they see either of our cars and then they realise the difference between a £12 wash and a £300 detail.
To grow a business you actually need to do both.
Aim for the high end but also do cheaper work and advise owners that you would love to have treated the leather and manually waxed the car but the price they paid unfortunately would not cover the cost and they have not allowed enough time for a full detail this time.
I started in taxis, bmws, audis, Porsche and any other work i could get. After 4 years I don't advertise but I get a lot of referrals one of which is one of my new neighbours who has a Ferrari California and a Lamborghini. He is my favourite customer as he takes my kids for a spin before handing over his car.
It's all about being able to accept that some customers are happy to pay less than others but give them the best detail they can afford.
I stock waxes from pbma and for less expensive details I use autoglym high definition.