In the business world their can be a separation of similar products / services- enough that they are not competitors nor are they really in the same market.
For example, Diesel Jeans, who sells jeans for $300-400 dollars doesn't loose sleep because Levi's sells a similar product for $20 dollars. Levi's definitely doesn't care that Diesel can sell jeans for 20x as much. It's a similar product, but a completely different market. They are not really competitors.
It's seems that Dre & Gary are well aware of their market, and they are focusing their efforts on attracting what they feel are the market group that will meet their business plan. To be honest, I liked their video, they look like they have fun, and selling a good is always positive (unless you work for a funeral home, maybe).
I didn't see any outrageous claims, no promises of swirl free paint or pebble beach show cars. Just shiny clean paint and wiped down door jambs.
If you consider this market your competition, I think you may uphill battle as they really seem to have a good hold on good-time marketing. You may consider moving a little higher up-scale.