What’s shaping the car wash industry right now? According to ICA’s latest edition of The Pulse Report (Q1 2025), it’s all about how customers perceive value—and how well operators respond to those perceptions.
In this episode of Conversations with ICA, Research Director Bob Klein teams up with CEO Eric Wulf to unpack key trends from the Pulse Report, including insights into pricing, loyalty programs, and customer retention. While rising prices may cause friction, the report shows that when customers feel valued, they’re more likely to remain loyal—especially subscribers.
One standout stat: 54% of former subscription members continue to wash at the car wash where they used to be a subscriber, showing that while these are former subscribers, they are still current engaged customers. That presents a major opportunity for re-engagement. Meanwhile, customers consistently say they want loyalty programs, but many operators still don’t prioritize them—a gap that could be costing businesses repeat visits and increased revenue.
The conversation also explores how the car wash industry can learn from Quick Service Restaurants (QSRs) like Chick-fil-A, where attention to hospitality drives customer satisfaction and perceived value.
On the growth front, expectations have ticked up slightly, but suppliers are facing headwinds. Their top concerns? Hiring, rising costs, and retention. To combat these challenges, they’re investing in training and tools to help their businesses deliver greater value for their customers.
📺 Watch the full episode below to hear more from Eric and Bob—and learn how to apply these insights to your own operation.
Conversations with ICA | 2025 season, episode 4
