Feelings play a large part in customers’ decision-making when it comes to getting their car cleaned.

A sense of accomplishment, pride and gratification. These are just some of the comments that customers express after seeing their clean car roll out of a car wash. 

Connecting feelings to getting a car wash may, at first, seem doubtful, but the feedback that car wash owners consistently receive and research results prove there are emotions connected to the car washing experience. People feel proud of the finished product. They feel a sense of achievement and those types of emotions add to an overall sense of wellbeing. 

“We have always been aware of the emotional side of car washing. We see that language in the reviews — ‘I feel different after I come here. I feel happy. When my car is clean I feel better, lighter,’” said Shannon Kessell, formerly chief marketing officer for Mint Eco Car Wash in Florida.

“That is something we think about with attitude and messaging — there’s more to car washing than washing your car,” Kessell said.

Jeffrey D. Green, Ph.D., social psychologist with Virginia Commonwealth University, said that a ubiquitous annoyance like a dirty car can “contribute significantly to one’s felt level of stress. A dirty house or car probably would rank pretty highly because you get numerous reminders every day about it,” he said. “Therefore, getting your car washed not only takes away a stressor, but turns a negative into a positive as one can enjoy a beautiful car.

“It probably goes further for those who are car aficionados. Since they have a more emotional attachment to their car, getting it clean and keeping it clean may provide additional satisfaction.” 

Thomas J. Langan, owner of Big Tuna Express Car Wash in Alabama, is in line with Green and believes the emotions connected with a car wash experience hinge on the emotional connection with the business and the atmosphere. “Some have said the unclean vehicle invites negativity and brings down their mood. But after they come by and wash, they feel uplifted and have a more positive outlook on their day and they just feel better,” he said.

Washing the car may initially be a “low priority on the to-do list but, once completed, it gives the owner a resounding feeling of gratitude. The transformation serves as motivation to prioritize regular car washing in the future,” said Ashley Wanemacher, vice president of operations for Soapy Joe’s Car Wash in California.

A national survey on car washing habits conducted by Soapy Joe’s revealed that 1 in 3 people consider car washing a form of self-care. A majority of those respondents (77%) said the primary reason they wash their car is because it makes them feel good.

“A car can be its owner’s most prized possession and one of their most valuable assets,” Wanemacher said. “When an object represents such a big part of oneself and one’s personality, they want to showcase that in a positive way, which includes keeping it clean and looking great.”

Interestingly, while feelings of happiness and joy are predominantly the emotions car washes are appealing to in their customers, feelings on the other side of the spectrum are also driving up business and sales. 

During Halloween, for example, customers flock to Big Tuna Express Car Wash to take in the Wicked Wash, which is designed to provide customers with a scary experience — combined with a touch of humor and lots of laughs.

“For our first event, some people waited over 2 hours,” Langan said, adding he sees a definite spike in sales, retention and brand awareness during their Halloween event.

Big Tuna has recognized the power of emotions and uses this approach year-round, as well. A lot of the amenities at Big Tuna were incorporated because of how they make the customer feel and appeal to their emotions, “from the music genre, landscaping, color schemes, soap smells and colors, incredible light show in the tunnel and vacuum areas to the smiling faces, customer service and our life-size mascot Ahi,” Langan said. 

Some customers at Tommy Terrific’s Car Wash in Texas view their car wash experience as therapy, a time to take a break from the busy day that helps lower stress and promotes a feeling of happiness. One customer refers to it as “my sunshine break.”

Knocking out a task that has been hanging over you for days or weeks can be a huge relief, Green said. 

Employees provide a personal touch that customers enjoy. Amenities such as complimentary beverages, everything from local coffee to premium beers and wines, help customers unwind and feel relaxed while they are waiting for their car. “The thoughtful touches … ensure a unique, comfortable and satisfying visit every time,” said Whitney Wehring, who owns the business with her parents, Tom and Kim Miller.

Anyone who washes a car or goes to a store or interacts with any type of establishment knows that customer service is a big factor in whether you have a good or bad experience. In either case, the way you are treated plays into your emotions.

“We interact with every person. Our greeter team asks, ‘How can I make you happy today?’ This is part of our brand,” Kessell said. “One of our key traits is happiness. Happiness for us is a professionalism and attention to detail to meet people’s needs. It’s the happiness you get from not having to worry about something. We got this. You can take this off your plate. You don’t have to worry about your vehicle anymore when you have us as a business.”

Langan makes sure his staff is trained to help customers feel positive about their experience at the car wash and “is constantly moving and checking on everything, especially the customer,” he said.

“I think success begets success,” Green said. “Even though cleaning a car isn’t overly complex, it’s a clear and discrete task that might turn people back into a more productive direction in which they feel they have higher control or efficacy.”

Consistent high-quality, personalized service coupled with a comfortable and welcoming environment and a commitment to the company’s team members helps build a loyal customer base that feels a strong emotional connection to our brand, Wehring said.

The magic is in the details, said Justin Holland founder of California-based Sun Day Carwash. “People want a brand that they are proud of. We want people to feel emotionally attached to the brand. We want that connection to customers. A lot of people have equated the experience of showing up as a member to checking into a nice hotel or visiting a favorite coffee spot or a spa.”

Consistency in service delivery, branding and customer interaction “across all touchpoints builds trust and familiarity, which can lead to positive emotional associations with your brand,” said Wanemacher. “Going beyond just cleaning cars by having friendly staff interactions can enhance the overall customer experience and foster positive feelings toward your company.”

Wanemacher has seen value in offering unexpected perks or rewards, such as a free upgrade or complimentary air fresheners. “They can create moments of delight that leave a lasting impression on customers. Actively seeking and responding to customer feedback demonstrates that the brand values their input and is committed to improving their experience, which can strengthen emotional ties,” she said. 

Each time a customer comes to the car wash represents a “clean plate to start over,” said Kessell, who acknowledges that the emotional aspects of a car wash are worked into the company’s mission statement. “There are a lot of happy tears at our locations, tears of relief. For us, it’s deeper than washing a car. It’s helping people’s lives feel better.”

She remembers a mom whose son was autistic. The woman purchased a membership because Mint Eco was a calming space for her son if he was having a bad day. “There were some days that she came in six or seven times in a row in order to soothe him and make him smile, because he loved the soap and the lights on the window while he was going through the tunnel. For them, the car wash became a needed escape,” Kessell said. 

Customers at Big Tuna have also described the car wash as an escapism into a calmer world. “Some customers claim it is therapeutic,” Langan said. 

Wanamacher believes training programs should incorporate elements of empathy, active listening and problem-solving to ensure employees connect with customers on that deeper level. “This is key to a business’s sustained success.”

Holland’s staff at Sun Day is genuinely customer obsessed, he said. “We are here for the great moments but we also take any feedback seriously. We want to make sure we improve the experience in a certain way.”

People today are busier than ever and cleaning their car may seem like just another chore — but it doesn’t have to be. “When I see someone enter the car wash anxiously checking their watch or on their phone but then watch them leave with a smile on their face, that makes my day,” Wanamacher said. 

Bonding With Your Car
Even though cars are possessions, people can form an attachment with their cars that can become an extension of their own personality, reflecting their likes and preferences. 

“I think in most cases it is indeed a part of one’s identity,” said Jeffrey D. Green, Ph.D., social psychologist with Virginia Commonwealth University. “The person is familiar with all the strengths of the car, sees beauty in it, and has a para-relationship with the car.”

In research conducted by HEM, a German petrol station chain, 82% of respondents felt a connection to their car, as reported by Carwash Pro. One in five (22%) believed in giving their car a personal touch through accessories, etc. 

“With all the types, colors, features and customizations available on vehicles today, it’s easy to see how a car can become a reflection of the driver’s personality. Naturally, an emotional connection can develop. More than half of Americans name their cars,” said Ashley Wanemacher, vice president of operations for Soapy Joe’s Car Wash in California. 

Emotional vs. Rational 
Six of the top 10 reasons consumers cite for washing at a car wash are emotional versus rational, according to research done by International Carwash Association and posted in The Pulse Report, a members-only quarterly publication that features data and analyses of ICA’s Pulse research.