We all know a clean, dry, shiny car isn’t enough anymore. In today’s competitive car wash landscape, the real question is—what makes a customer choose your wash, stay loyal, and spend more?

In this episode of ICA’s Car Wash Exchange, we dive into new data that answers exactly that.

Host James Risley is joined by Laura Moriarty, Creative Director at National Car Wash Solutions, and Bob Klein, Director of Research at ICA, to explore a custom Pulse Intelligence study on branded chemistry—featuring Armor All, Rain-X, and Black Magic.

What they found is striking: customers are willing to pay more, drive farther, and even switch car washes based on trusted brands. This isn’t just perception—it’s measurable behavior.

If you’re looking for real ways to differentiate your wash, increase revenue, and strengthen customer loyalty, this is an episode you don’t want to miss.

Key Takeaways

• 66% of consumers say brand-name chemistry matters
• Customers will pay ~$3 more per wash for branded chemistry
• Drivers are willing to travel up to 10 minutes farther
• 61% of members would upgrade for branded offerings
• 52% of non-members would consider switching washes
• Branding isn’t just marketing—it directly impacts revenue, retention, and acquisition

(1:23) What challenge did NCS have when they reached out to ICA?

(2:18) Why was this research important today?

(2:52) why did NCS Choose to reach out to ICA?

(3:58) Bob gives an overview of the project and what ICA needed to do.

(4:35) What did the research look like – Bob lays out the problem and process.

(5:44) What stood out in the survey’s results? Laura walks through the numbers.

(10:00) Was there anything that surprised Laura about the results?

(11:05) Bob goes deeper into the results.

(11:50) What did NCS do with the results – how did they leverage them?

(14:02) Bob talks about more of the specifics about how the data was used with Pulse Custom Intelligence.

(15:20) Laura talks about the biggest value the study provided.

(16:23) What was it about Pulse Custom Intelligence made working with ICA and Bob the right decision?

(19:18) James talks more about this study and ICA Pulse Custom Intelligence

For more information on NCS go to https://ncswash.com/branded-chemistry/.

Reach out to Bob Klein at bklein@carwash.org for more information on Pulse Custom Intelligence

Find out more about The Car Wash Show happening on May 11 -13, 2026