For vehicle owners, a trip to the car wash is more than a simple errand.
When your customers pull into the bay, it’s not merely because the car is dirty.
It is a way to treat themselves. A quick win. The clean car becomes a statement; it’s a visible reflection of pride and self-worth.
That “clean car feeling” is what keeps them coming back. Understanding the emotional pull behind it can help you build a stronger business.
IT’S MORE THAN JUST A CLEAN CAR
Your customers expect a clean, dry, shiny vehicle. That’s the bare minimum in today’s competitive market. But what sets successful operations apart is the ability to go beyond utility and tap into something deeper: the emotional satisfaction that comes with taking care of something they value.
There’s an instant, unmistakable high that follows a great car wash. The gleaming finish. The spotless wheels. The streak-free shine. It’s not just about paint protection or resale value — it’s about pride of ownership and the positive emotions that go with it.
After all, people don’t wash their cars only to temporarily enhance the car’s appearance. They do it to feel good about themselves.
IT IS A REFLECTION OF YOUR BUSINESS
Cleanliness doesn’t only apply to washing the vehicles themselves. Customers are paying attention to every aspect of your operation. If your facility is clean, well-maintained and high-performing, it conveys a clear message: This is a place that genuinely cares.
“Car washing is emotional,” said Mack Ewing, senior director, sales and marketing at OPW VWS. “People put literal blood, sweat and tears into their car washes, and that’s exciting about our industry. There’s a lot of passion in it.”
When you provide a quality wash experience, your customers will view your
business positively, which fosters a sense of trust. They’re also more likely to show off the results. When someone feels good driving away, they become your best marketing tool — cruising down the road in a rolling advertisement for your quality and care.
THE EMOTIONAL RESONANCE OF A CLEAN VEHICLE
There is a positive psychology to driving a clean car. Drivers appreciate the unique emotional resonance that comes with their vehicle being freshly washed.
Whether it’s a daily driver or a weekend toy, clean cars simply feel better to drive.
They boost confidence. They create joy. And those emotions become associated with your brand when you consistently deliver the experience.
DELIVERING THE FEEL-GOOD FACTOR
Today’s consumers want a solution that offers value and doesn't give them second thoughts about spending their hard-earned dollars at your business.
“Value is what you get, not what you pay,” Ewing said. “You have to deliver a great quality product that makes someone feel good about their experience, and associate it with your brand.”
How can operators best provide that?
Success for a car wash often begins from within. A cohesive team delivering excellent service, coupled with an orderly and functioning facility, is critical. When employees are motivated and take pride in their work, that pride is evident in every customer interaction.
“Employees want to stay at a company they trust and they believe in and they’re proud of,” said Mark Tentis, vice president of global sales, OPW VWS. “People like to tell their friends and family where they work, and they feel good about what they’re doing every day and what the company is doing. It helps them become a better brand ambassador.”
CONCLUSION
The clean car feeling isn’t a luxury — it’s your product. The better you deliver on that emotional payoff, the more loyal your customers will be.
By combining excellent customer service and technical excellence with emotional resonance, your wash can become more than just a stop on someone’s to-do list. It becomes part of their routine, part of their identity — and a reliable source of that subtle but powerful sense of satisfaction.
In the car wash world, that’s the real win.
Scott Friedman is the marketing director at OPW Vehicle Wash Solutions (opwvws.com). OPW Vehicle Wash Solutions was formed in January 2019 and consists of PDQ Manufacturing, Inc., Belanger, Inc., Innovative Control Systems (ICS), Kesseltronics and Transchem.
This article is from ICA's Champions Corner series. Inclusion in Champions Corner is an ICA Champions benefit at the Elevate level.