International Carwash Association (ICA) has completed its latest survey of car wash consumer expectations, indicating durable demand during the recent gas price surge and strong usage intent in the coming months.
In the nationally representative survey of US adults, consumers were asked if their car wash frequency was impacted by the gas price volatility that began in March 2022. More than half (57%) reported washing the same amount or more frequently than before gas prices spiked. Now, in a decreasing gas price environment, nearly nine in ten (86%) of consumers expect to wash their vehicle about the same amount or more in the next 30 days.
“Given the recent headwinds of rising inflation and decreasing disposable income, these findings speak to the resiliency of the car wash industry. Consumers’ preference for driving a clean car has increased dramatically over the past 25 years, and has sustained during these challenging economic times,” said Eric Wulf, Chief Executive Officer of International Carwash Association.
The full results, as well as new ground-breaking insights on the value of a car wash brand, will be released in a special members-only presentation on September 20. It is well understood that the benefits of branding are significant, including the ability to charge a higher price, increased resistance to competitive activity, and a protectable long-term profit stream. ICA Research Director Bob Klein will provide fact-based answers to the fundamental marketing question: Does brand make a difference in the car wash industry?
Non-members can join to attend the presentation and access the information afterward.