Sweden Consumer Car Wash Survey

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 their 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 considering the number of times each wash type has been used in the last year we can see its share of total washes. Hand car washing is the most popular wash type in Sweden followed by service station automatic washes and service station jet washes.

Around 4% of motorists in Sweden have not had their car washed in the last year. Amongst those who wash their car, there is little difference between average distances covered per week in accordance with the wash method most commonly used. This deviates from other European markets where more intensive motorists have clear wash type preferences.

Respondents were asked to rate the importance of different car wash competencies when selecting which method to use. Male and female motorists' views coincide on the importance of wash quality, car wash speed, value for money and care of vehicle exterior.

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