Can the Carwash Industry Embrace Waterless Washing?

Back in the 1990s when waterless carwash products were introduced to the public as a revolutionary way to clean cars without water, many carwash operators and detailers laughed at the concept as another multilevel marketing scheme to bilk the public.

How could you possibly clean dirty vehicles without water? Alternatively, how could you clean a dirty vehicle without scratching it? The technology was essentially ignored by the carwash and detailing industries, even though suppliers made millions of dollars selling it to the public. Eventually, though, early waterless products seemed to fade away as most multilevel marketing products are apt to do.

A few years ago, however, companies out of Argentina, Australia and England came on the scene selling waterless carwash franchises. Going under the description of “water-smart” wash systems, franchisees could set up carwash operations in mall parking garages, large office buildings, etc.

Meeting with some success, these franchisors have moved into the United States, creating a number of operations across the nation and in Canada. The first reaction by many in the carwash and detailing business was that this development was akin to the earlier attempt to sell waterless wash products through multilevel marketing. But given their staying power, I think it is safe to say the adoption of waterless carwash products is more than the multilevel marketing ploy it was once thought to be.

Environmental Reasons

With persistent drought conditions in many states, water shortages and the overall rise of the green movement, the waterless (water-smart) concept has received a great deal of renewed attention all over the United States. Water authorities, especially those in California and Nevada where water shortages are reaching crisis conditions, have taken specific interest.

So, given the water-smart concept seems to have taken root, what kind of effect does it have or will it have on the carwash and detailing segments that use water to clean vehicles?

Professional detailers, especially mobile operators, are paying close attention to “waterless washing.” Based on recent research from the International Detailing Association, some have even embraced it as a good substitute or, in many cases, a replacement for washing with water. The professional carwash industry, on the other hand, seems to have ignored the concept as the “same old story, different version.”

It is Competition

Based on consumer response and the success reported by the detailing industry, this view may be a mistake. Waterless carwash operations are poised to become major competition considering the number of locations springing up. The portability of the concept — with service performed in malls, garages and office buildings — has made the trip to the carwash unnecessary for some consumers. Many people like the convenience of having their car washed while they run errands or work. With volume down already, no carwash operator can afford to ignore this kind of competition.

Waterless carwashers are not going away. If anything, they appear to be gaining ground, especially with state and local agencies charged with water conservation. Professional carwash operators need to pay special attention to developments in their local markets.

Should You Join Them?

Fixed-location carwashes do have some options when dealing with this type of growing competition. Taking into consideration the environmental slant that waterless carwashing has, it would be difficult to run a negative campaign large enough to have any effect. It also would likely go over poorly with the public.

One alternative is to “join them.” An automatic waterless carwash or self-serve operation may be one way to do that. It may sound ridiculous, but it might not be crazy. Granted it would take some engineering to develop such systems, but I believe it is possible.

Until this type of concept is developed, you might consider joining the ranks of the “waterless washers” by doing exactly what they do. Existing carwash operators already have a firm standing as carwash professionals, which gives them the advantage of credibility. Why not capitalize on the environmental movement to help boost your

volume? You could build on the strength of your local brand by setting up your own waterless carwash operations in malls, garages, etc. It could be perceived as added value because its portable and convenient.

Not only should you be able to keep the business waterless operations want to take away from you, don’t underestimate the opportunity to promote your brand and educate consumers on the respective benefits of both traditional carwashing and waterless techniques.

What does it Take?

For existing, brick-and-mortar operators, it wouldn’t take much to set up a waterless carwash operation. The key element is the waterless wash solution (chemical) and a large stock of microfiber towels, which are important in picking up the dirt emulsified in the chemical without scratching the paint. You then need an applicator. Some operators use stainless steel pressure tanks or electric sprayers, while some companies are working on systems using a spray gun that will apply an even coat of solution as well as conserve on chemicals.

Many waterless wash operations use a simple plastic spray bottle to apply the chemical; however, this is not recommended for a number of reasons. First, it is time consuming and wears on the person applying the chemical. Second, and more importantly, you will wind up with an inconsistent, uneven application of waterless wash solution on the vehicle.

But simply speaking, all you need to set up a waterless carwash are the waterless solution, microfiber towels and an application system. You may also want to have a shop vacuum to clean the vehicle interior, glass cleaner for the windows, and some dressing for the tires and interior. All of these items are inexpensive to purchase.

Another application for employing the waterless carwashing concept would be to offer it as a value-add, “custom hand wash” at your existing, fixed location.

Steamed

Vapor steamers also have been used for a number of years, trying to get a footing in the U.S. market. They have been used in Europe for all types of household cleaning, especially on hard surfaces, and have popped up extensively in carwash applications over the last decade. Only recently have detailers in this country paid attention to vapor steamers as a critical tool in detailing vehicles inside and out. Today, most professional detailers are adding a vapor steamer to their arsenal of cleaning tools.

Not long ago, several Asian companies tried to attract interest in the carwash and detailing industries with their method of cleaning vehicle exteriors with vapor steam. This, too, was virtually ignored by U.S. operators, but steam is beginning to make some impact and gaining entrance into the industry with some success.

On a recent trip to Jeddah, Saudi Arabia, almost every small carwash operation I visited was using a commercial-sized vapor steamer to wash vehicles.

When steamers were first introduced to the U.S. market for carwashing, they were used in conjunction with a waterless wash solution. The solution was sprayed on the vehicle first, followed by steaming, then finally wiped down with microfiber towels.

The operations I saw in Saudi Arabia did not use any chemical, and after careful observation, it appeared the steam only served to get the soil wet. It did not remove or even emulsify it. Instead, it was the towels doing the work.

A number of operators in the U.S. are using vapor steam in conjunction with waterless wash solutions and achieving excellent results. In addition, vapor steam aids in cleaning wheels, tires and white raised letters.

There may be a huge opportunity for existing carwash operators to capture this market and not let it slip away to outside competitors. It could be well worth your time to investigate it.

Keith Duplessie is technical services manager for Portland, Ore.-based Detail Plus Car Appearance Systems, in charge of all installations, training and technical services. He also serves on the board of directors for the International Detailing Association. Keith can be reached at keith@detailplus.com.