How carwash operators can protect margins and grow through the fall season.
As summer ends, carwash operators in most regions begin to feel the momentum shift. After the slower summer stretch, fall brings customers back into routine: commuting picks up, weather begins to change and vehicles get dirtier faster. For many operators, this is the start of the build toward the winter busy season.
Like the start of football season, fall is carwash training camp and preseason rolled into one. It’s the time to prepare, fine-tune operations and get your team ready to execute when the season hits full stride. Decisions you make now on menu design, service quality and customer engagement can determine whether you win big in the months ahead.
This is why the smartest operators aren’t chasing the lowest price; they’re winning the value conversation. By focusing on service excellence, seasonal relevance and trusted brand partnerships, they’re protecting margins and setting themselves up for a championship-worthy winter. I’ll be here cheering for your carwash (… and the Bills) to thrive.
Why competing on price alone is risky
Price-driven competition can quickly become a trap. While lowering prices may temporarily draw in customers, it rarely builds the kind of loyalty that keeps them coming back at full price. As volumes rise in the fall, protecting your per-car profitability becomes even more critical.
The truth is customers don’t remember the price of their wash nearly as much as they remember how their car looked and how they felt leaving your site. Clean, dry and shiny with a smooth, friendly experience is what keeps them coming back.
Reframing the conversation around value
Instead of leading with price, lead with benefits. Train your staff to talk about:
Protection: Position your premium packages as an investment in preparing a vehicle for the harsher months ahead. This includes removing leaf sap, protecting against early salt exposure and sealing in shine.
Convenience: Emphasize speed, consistency and the reliability of your service.
Quality: Showcase your technology, process and the extra steps you take to ensure results.
The latest research from International Carwash Association Q2 Pulse Report said, “Members are ranking their carwash subscription as No. 2 in importance … yet non-members are reporting a decrease in satisfaction and value perceptions.” Notably, according to the same report, both member and non-member perception of value slipped 10% from Q1 2025 to Q2 2025. This tells us that there’s a major opportunity to more effectively communicate the value that your wash is delivering to customers for their hard-earned money.
One powerful way to boost perceived value is to use branded products from consumer names your customers already know and trust. When an operator offers a product from a nationally recognized brand — one that customers associate with quality in other parts of their life — it instantly differentiates the wash from competitors. It’s an easy, credible way to justify a premium price while enhancing customer confidence.
Another effective way to enhance perceived value is by prioritizing preventative maintenance. Proactively replacing aging components and working closely with your suppliers to identify areas for improvement ensures your wash consistently delivers top-tier results. This not only keeps customers proud to bring their vehicles to your site but also encourages them to share their positive experiences with friends and family, strengthening loyalty and attracting new business.
Leveraging fall as a sales opportunity
Fall is an ideal time to create seasonal packages and promotions that speak directly to your customers’ needs. Consider:
The Fall Protection Package: Highlight wax or ceramic treatments designed for protection against road grime, rain and early snow.
Seasonal signage refresh: Update menus and promotional boards, especially if they’re digital, to feature fall-themed graphics and messaging.
Loyalty program boosts: Offer limited-time point multipliers or exclusive rewards for premium packages, rather than discounting all services.
By framing upgrades as seasonal necessities — not just optional extras — that help to protect your customers’ vehicles, you help customers see the added value in spending more.
Partnering with your distributor for insights and support
Your distributor is more than a supplier; it is a strategic ally. As seasons change, distributors can help:
- Review your cost per car and identify opportunities to optimize product usage without sacrificing quality
- Provide training refreshers for your team so they’re ready to deliver top-tier service in winter conditions
- Assist with menu engineering to make your premium packages stand out and sell themselves.
When you work with a distributor who understands your business and your market, you’re better equipped to adapt quickly and stay profitable year-round.
Measuring what matters
If you’re shifting your focus to value, you need to track the right metrics. It’s important to monitor:
Average ticket value: Is your upsell strategy working?
Premium package penetration: Are more customers choosing your higher value washes?
Customer return rates: Are you keeping customers engaged and loyal over time?
These KPIs tell you whether your approach is paying off and where to adjust.
End game
Fall is a momentum-building season that sets the stage for winter’s peak volumes. Just like a football team in preseason, this is when operators refine their playbook, sharpen execution and get every part of the wash working in sync.
Resist the urge to compete solely on price. Instead, focus on the value you provide through exceptional service, seasonal relevance and trusted brand partnerships. By doing so, you’ll protect your margins and strengthen your customer base.
Operators who win the value conversation this season will head into winter not just prepared, but ready to execute their game plan and thrive when the stakes are highest.
This article originally appeared in the October 2025 issue of Professional Carwashing & Detailing.