Competition, in its truest form, is any company that sells a similar product or service. Based on this premise, a mobile car wash, a detail shop that offers hand washing, and a conveyor car wash are competitors — not direct competitors, but competitors nonetheless because the core product is an exterior wash.
Conveyors differentiate by offering online value-added products such as ceramic and self-service amenities. Ceramic, graphene, or similar are usually embedded in the top wash package or offered as an upgrade. In my area, the markup is usually $5. Of course, to get this, you must buy a wash. So, the basic cost to get ceramic is $15.00 ($10 wash).
The longevity of these products is often described as up to 30 days. So, 12 months of protection at retail is at least $180 plus twelve trips to the car wash. If an unlimited membership is priced at two times retail, ceramic costs $360 for the year plus 24 or more trips to the car wash.
Arguably, detailers and mobile operators have a better value proposition regarding vehicle protection. There are three types of products to consider. The easiest to discuss is spray-on sealant.
Spray-on is a liquid primarily formulated with silicon dioxide (SiO2) or graphene. The process is similar to express wax: wash and dry the car, spray the liquid on the paint, wipe with a microfiber towel, let it dry for a minute or two, and polish off with a clean microfiber towel (it cures in 24 hours).
Manufacturers claim spray-on products can hold up for several months. The typical price for a spray bottle kit is around $20. Consequently, such products are popular with the DIY crowd and less so with detailers.
Further up the food chain are advanced products containing higher concentrations of ceramic or graphene, which are more expensive and require considerably more work. Besides washing and drying, a prep solution must be applied and wiped off. The liquid goes on with an applicator and gloves and dries in several minutes (again, it cures in 24 hours). Manufacturers claim advanced products can hold up for 18 and 24 months. Advanced coating kits range between $90 and $150.
Unlike the quick spray-and-wipe ceramics, advanced products are semi-permanent. If you don’t clean or prep the surface well, you must live with any blemishes or application mistakes until the coating gradually wears off.
At the top of the food chain are highly concentrated gels that contain SiO2 or graphene and additives such as titanium dioxide. They require even more work, such as clay bar treatment, prep liquid, and a clean indoor environment. Like advanced gels, they go with an applicator and gloves and take 24 hours or so to cure.
Some manufacturers claim concentrated gels can last between 18 and 24 months, whereas others say several years is typical. Gel coating kits range between $125 and $180.
Depending on the vehicle’s size, age, and paint condition, a ceramic coating may take one to three days to complete. This value chain would not particularly interest most car wash operators.
Consequently, the market should be owned by detailers and targeted directly to consumers who use commercial car washes and the DIY crowd.
Bob Roman is a car wash consultant and can be reached at bobr427@protonmail.com.