Germany Consumer Car Wash Survey

Introduction

Datamonitor has surveyed motorists regarding their car washing behaviour, preferences and service satisfaction. Specifically the study reveals how frequently motorists wash their car, the channels used and the popularity of each. It also assesses what is important to motorists when they are selecting how to wash their car and measures how different wash types perform in meeting expectations.

Scope

• *Frequency of car washing by different methods including service station auto washes, standalone washes, hand car washing at home or by a third party.
• *The relative importance of different car wash features such as location, value for money, speed, wash quality and care of vehicle exterior.
• *An assessment of customer car washing behaviour and preferences segmented by gender, income, age, distance travelled and region.
• *Insight into the car washing methods and most popular brands used as well as the performance of different types of wash against customer expectations.

Highlights

• In Germany a motorist washes their car over 9 times per year on average. There is a strong relationship between number of car washes and age as well as number of washes and distance travelled.
• In Germany an automatic wash at service stations has been used by over 7 in 10 respondents at least once. It is the one of the few markets where hand car washing isn't used more than any other type of wash. This of course reflects the fact that drive way car washing is illegal in most parts of Germany.
• When motorists were asked to name the brand of car wash they most commonly use over 1 in 5 respondents in Germany mentioned Aral. The only independent brand to feature in the top 10 most commonly mentioned brands was IMO. Other independent brands captured in the 'Others' include Mr Wash and Cosy Wash.

Reasons to Purchase

• *Make informed car wash and marketing investments by identifying what is most important to motorists when selecting how to wash their vehicle
• *Improve customer targeting by uncovering the characteristics of those that elect to use different car washing methods
• *Measure the relative performance of your type of car wash installation in meeting the expectations of motorists