In April of this year, the professional car wash industry lost Ira Feinberg, a passionate innovator whose dedication to a perfectly clean car made him a not only a very successful man, but also helped show how much he truly cared about others, operators and customers alike.
Ira Feinberg, the Dean of Clean, became interested in the car wash industry after an observation he made: His wife, Yaffa, came home one evening after getting her car washed, only to have it snow the next day and then need another wash. Feinberg thought, “Wow, this is a great business. People get their cars washed, then have to go and do it again,” his daughter, Juliette Silver, remembered.
But before car washing, Feinberg’s passion for helping surfaced in a more somber way. At just 17, Feinberg joined Israel’s first army as the youngest American volunteer and served in its war of independence in 1948. His passion for Israel, and the Jewish people pushed him to take action.
After just five days of military training, he was thrown into combat in Northern Israel to help thwart invading Syrian forces. Caught in an ambush, Feinberg was missing in action for a month. He served in the first battalion Palmach in the Galilee and then volunteered to serve with the fourth Battalion Palmach in the battle to liberate the besieged city of Jerusalem.
After the war, for more than 50 years, he traveled around the United States and Canada as a leading speaker for the United Jewish Appeal and Israel Bonds, addressing more than 500 audiences with his story. And, in 2008 he produced a documentary, “My Brother’s Keeper,” as a tribute to the efforts of the men and women of the Haganah.
And in the years after the war, Feinberg eventually found his way into the car wash industry.
In his book, Make a Fortune Washing Cars, Feinberg explains that he was a young broker working on Wall Street when the market took a turn for the worse and took all of his money along with it. “I wanted to go into my own business that I alone controlled; and I alone could make it successful or not,” he wrote.
Shortly thereafter, Feinberg bought his first car wash in North Arlington, New Jersey. Because he had next to no money after losing it all in the stock market, Feinberg set his sights on a “run down, decrepit looking” wash with a crew who Feinberg described as “down and out.” “A chain gang could have looked better,” he wrote. But he knew in his gut that that wash was meant to be his. Feinberg’s business-minded perspective helped him turn the business around. He mastered the “upsell.” He looked for every opportunity to increase sales on every transaction — whether it be though gift certificates or enhanced services. His car washes were averaging $30 per sale per car.
At heart, Feinberg was an innovator, always looking to improve the customer’s experience. He chose to focus his efforts on the car’s windows — an area that no customer can overlook. One product after another, all devoted to getting car windows as clean as they could be. The Hot Glass window cleaner and Crystal Clear Window Cleaning System are two of the patented products Feinberg developed in his mission for the cleanest windows.
After Feinberg began selling his products, he began traveling around the globe to help other operators improve their business. He trained washers and operators about the car washing process and the business behind it. “Many of the people he taught early on didn’t have the same education and marketing background that my father had,” Silver said. His training, called the University for a Totally Clean Car, included a full training on how to clean windows. His dedication to a clean car and training others to perform at his standards helped him earn the nickname the Dean of Clean.
While many in the industry might have sent employees to travel and train for him, Feinberg wanted to do it himself. He brought one employee with him, and the pair would travel to their destination to conduct the multi-day training. For Feinberg, even when the training was over, the relationship was still there. “He would always make a follow-up call, just to check in on how things were going and see if they had any questions,” his daughter said. “He wanted to be hands on and help everybody.”
Feinberg wanted everyone to be a success, which is part of the reason he wrote the book, Make Your Fortune Washing Cars, in 2010. Feinberg wanted to share his advice and business-savvy, so that everyone had the opportunity to be a success.
“After washing cars … for over 35 years, I yearned to share with others my experiences, and what I had learned in order to aid anyone daring enough to purchase, build or own a car wash or detail shop,” he wrote. “I intend to offer solutions, methods, programs and advice on how to translate the reader’s ambition into financial success. The ideas herein are suitable for any business since the formulas are the same: satisfy a customer, exceed their expectation and focus on serving others.”
Helping others was part of Feinberg’s genetic makeup. His car wash employees were regulars at his home, even on holidays, for family dinners and days spent by the pool. He had a deep value for education and thought everyone should have the opportunity to go to college. He often made deals with his employees that if they could save a certain amount of money, he’d cover the rest for their college education. “Former wash employees have come back and have thanked him for their futures,” Silver said. “So many have gone on to be very successful because of the mentorship he provided.”
Ira Feinberg is survived by his wife, Betty Yaffa; his children, Juliette and Bryan and their spouses, Larry and Anat; and four grandchildren, Jordyn, Zacary, Aiden and Danielle.
Ira Feinberg made quite the impression throughout the industry. Here are a few words from those whose lives he touched.
Bruce Milen, Jax Car Wash
“I knew Ira for the past 30 years. He was what I consider a one-of-a-kind. He was one of the most passionate men I have ever met. His dedication to our car wash industry was incredible. He never got tired of talking car wash — from his Dean of Clean, to his car wash training school, to his “perfect windows every time” program. He will be missed.”
Fred O’Neill, Fred’s Car Wash
“Ira was truly devoted and loved the industry. He was the inventor of “Hot Glass” and a tireless promoter of all the products and services he represented. As I got to know him better, I came to fully appreciate the non-salesman side of him, which was a sweet, kind man who really cared about his family, his friends and customers. He truly wanted to help people be more successful. Ira was one-of-a-kind in an industry that needs more like him. I will miss him.”
Ron Benderson, Delta Sonic Car Wash
“Over the three decades that I did business with Ira Feinberg, I knew him as the ultimate salesman. Despite our long work history, I only came to really know Ira about two years ago. One day, during a visit to Buffalo he came to our home and I introduced him to my 4-year-old daughter, Victoria. She immediately took to him. They would spend hours putting on puppet shows for each other. It was during these puppet shows I learned that Ira was an accomplished off-Broadway actor. When Ira returned to New York, my daughter cried for days. On subsequent trips to Buffalo, their bond grew stronger and stronger.”
Adam Korngold, Waves Car Wash
“Ira was unique, an entrepreneur and car wash veteran who showed dedication in everything he did. Ira truly loved the car wash business and loved helping others even more. I met Ira almost 10 years ago at The Car Wash Show in Las Vegas. He cleaned my father’s glasses with his Hot Wax system.
The reason he started his towel business and Hot Wax cleaning system is he really enjoyed knowing that car washes would benefit from his product. One of the toughest things to do in the car wash business is cleaning a windshield. Ira solved this problem with his system and shared it with others.
What impressed me most about Ira was his passion for what he believed in. Ira graduated high school just when Israel was about to gain independence. Ira traveled around the world and enlisted in the Israeli army, in order to ensure the country’s survival. A few years ago he wrote a book and made a documentary about his experience in the Israeli army.
Ira will be missed by all who knew him. He was a leader in our industry and an inspiration to so many car wash owners.”
Chip Burton, Top Shelf Car Wash
“I’ve had the great fortune to know a lot of people in our great industry and most share a deep passion for washing cars. No one that I know is or was more passionate than Ira Feinberg. The self-proclaimed Dean of Clean personally washed cars, committed years to a system of getting the Perfect Window with his Hot Glass program, and even penned Make Your Fortune Washing Cars, which he autographed and proudly sent to his friends and customers.
I loved seeing Ira at the ICA shows every year. Always smiling and always pitching his latest ideas and equipment, he was fun to listen to and wonderful to engage in lively discussion/debate about the pros and cons of his current “special deal.” There was always a deal! Ira was above all a tireless salesman and I marveled at his enthusiasm, particularly in the last few years as he fought his illness with incredible strength and courage. If he could walk, he’d be at the show.
Ira called me a few weeks before this year’s Chicago show to tell me that he didn’t think he would be there, but wanted to make sure I knew all about his latest great idea: The Towel Exchange Program. I’m pretty sure he knew why he wasn’t going to make it to the show, but that didn’t diminish his spirited presentation. Just Ira being Ira. Great car wash ambassador, great guy! The ICA show’s just not quite the same without him.”