In a new, dashboard-style layout, pricing value perceptions take center stage in this quarter’s report, as do some record-breaking numbers in subscription growth and transactional customer satisfaction.
International Carwash Association released its Q1 2025 edition of The Pulse Report to its members, providing a comprehensive overview of the state of the car wash industry and its customers based on timely research completed in February 2025.
When you open this issue of The Pulse Report, you’ll notice the layout is a little different. It’s been designed to better reflect how data can be connected to tell a more cohesive story within each of our sections: Consumer, Retailer, Supplier and U.S. Economy. The dashboards are intended to help you see the comprehensive picture formed by our Pulse survey results.
And, the picture is an intriguing one this quarter.
We took a closer look at pricing and value perceptions — and came away with a clearer look of consumers’ perspectives on both. “While consumers are relatively less satisfied with price vis-à-vis other diagnostic measures, value satisfaction is stronger,” said ICA Research Director Bob Klein. “Also, while membership growth and customer satisfaction are topping charts, future projections are more conservative as we progress into 2025.” 
Other Key Takeaways from Q1:
• Overall customer satisfaction among nonmembers is at an all-time high.
• Subscription growth is experiencing record-breaking numbers, thus far in 2025.
• Retailers and suppliers are more conservative in their projections of 2025 growth, in parallel with a major decline in consumer confidence.
• Members are less certain if they will renew in the coming months while non-members who switch are washing at home less often.
• Customer price sensitivity and resistance to price increases is tempered by favorable value perceptions.
The Pulse Report Q1 also features in-depth statistical insights from economic consultant Alex Chausovsky about the outlook for inflation in the car wash industry.
“As you read through this issue of The Pulse Report, think about how your story fits in — and how this data might be useful and actionable for the decisions you face as a retailer or supplier in the car wash industry,” said Matt Koch, SVP of content at ICA. “Our Pulse In Action section is a great starting point for this as it outlines how the latest Pulse research could have immediate applications for your business.”
Pulse™ is International Carwash Association’s proprietary research brand. Its mission is to help members grow their business through access to timely consumer and industry data and actionable insights. The Pulse Report features data and analyses from three Pulse surveys that are conducted quarterly with car wash retailers, suppliers and consumers.
If you aren’t a member of ICA, join today for only $120 a year (www.carwash.org/join) and we’ll send you a copy of The Pulse Report Q1 — and updated, proprietary research each quarter.