Car washing and valeting has been such a revenue spinner for Top 50 Indie Penny on the Move, that the company recently opened its first standalone car wash centre – with a second one under development.
The first one, in Blackpool and called simply Blackpool Car Wash, opened earlier this year and Tony Jackson, chief commercial officer at Penny on the Move, says the operation is going well with “remarkable sales figures already in a very short period of time”.
It has a new state-of-the-art tunnel wash and Jackson says there was a big piece of work around challenging old perceptions of cars getting scratched when they go through car washes, so they invested in a machine that uses rubber instead of nylon. There are a couple of jet washes there too and a couple of vacs.
“It’s a small site but we have maximised the space. We’re effectively creating a template. We’re doing a lot of analysis right now on margins and behaviours and what works, and we are then going to roll that template out on our second Gateshead site over the next eight or nine months.”
Jackson says Gateshead is a much bigger site and it’s in a prime position, right next to the Metrocentre, which gets 50,000 cars driving past it every day.
With the bigger site comes bigger plans for more services. Jackson says they are in talks with a couple of the big coffee operators and now that Penny has its own bakery, they might put that in there too.
“What we want to do is a full suite of car valeting services, so if you want to do it all yourself, you can. There’s going to be four jet washes, two or three vac machines and a mat cleaner. There will be everything there for you to do it yourself or alternatively you can give your keys to one of the employees and they will take it through the tunnel wash and do a full valet. In the meantime, you can go and sit in a waiting area or coffee shop and get some form of refreshment and check your emails.”
Jackson is keen to point out that Penny on the Move it not stopping investing in forecourts, indeed it has a purchase going through at the moment on a site in North Yorkshire. “We’re not losing sight of our core business, which for us is petrol forecourts, but we have the expertise in valeting so we are making use of that.”
Car valeting is seen as part of the overall Penny on the Move mix on the forecourt – refuelling your vehicle and yourself and keeping that vehicle clean and tidy too. At present, 88 of the company’s 99 sites has some form of valeting provision on them, amounting to 120 jet washes and 23 rollovers. Penny on the Move uses AIR-serv for all its jet washes and vacs, and Washtec for its tunnel washes.
Its valeting numbers are set to grow because, as Jackson was speaking to Forecourt Trader, he was just driving away from a site in Millgate, near Selby, which currently doesn’t have any jet washing.
“We’ve got plans in for three jet washes there as we see it as a big income generator. We’ve crunched the numbers and believe three will work. We know that if you have one jet wash you make x amount of money but if you have two jet washes you make four times that amount of money and there are a couple of reasons for that. If someone pulls up on the forecourt and you have one jet wash and someone is using that jet wash bay, they’ll typically drive off. But if you have two jet washes and they are both in use, the driver usually thinks that one of the jet wash users will finish up soon. It’s also good to have more than one because the equipment can break down.”
Bigger spend
There has, of course, been a big resurgence in car washing on forecourts thanks to the demise of the hand car wash operators (HCW). In addition, those HCW operations that are left are charging much more than they used to. Jackson also points to the government cracking down on non-compliant car washes as another factor that’s good news for forecourts as well as the fact that HCW started a trend for people to pay for their cars to be cleaned and most are not going back to washing at home.
Jackson says taking on the standalone car wash sites has been interesting. In particular how Penny’s new sites could attract custom away from other nearby car wash ventures.
“I think the fact that our Blackpool site is direct managed by us plays a big part in that. We have a very good guy who is the manager at Blackpool and he will help us set up at Gateshead. He’s brilliant at engaging with the customers. For example, at Easter time, those people using the car wash who had kids with them – their kids got Easter eggs. He’s big on the little things and it’s the little things that count and get customers coming back.”
Jackson adds that customers are willing to pay a decent amount for valeting their car. “Gone are the days when they could get a hand car wash for a fiver. Those hand car washes that are left are charging much more and that has been an opportunity for us.”
Paying the right way
You’ve invested in a state-of-the-art car wash – with all the bells and whistles – but have you given much thought to the payment side of things? Do you want customers to come into the shop and buy a token or do you want them to be able to pay directly at the car wash itself?
These are questions that Matt Smith, business development manager at PSD Codax, can easily answer. On forecourts, PSD Codax works by getting rid of tokens for car washes and using a code system instead. However, there is still an integrated card payment system available for those who want it. Smith describes PSD Codax’s systems as empowering the operator and educating the customer.
He says some forecourts don’t mind customers paying for their wash at the valeting area but others worry about missing out on impulse purchases so prefer customers to go into the shop to pay.
“Views are split on this because, on the one hand, a car wash is a really high margin product and by paying for it at the car wash, the forecourt operator is not having to spend time on labour in the forecourt shop to sell that wash service. But equally, do you know whether or not you’ll have lost an upselling or a cross-promotion opportunity when that customer pays outside?
“Our solution is that we can offer a really high-quality retail experience at the car wash. We can drive those people back into the forecourt shop with promotions, discounts and advertising on our payment terminal.”
He says the process can work in different ways depending on what the forecourt operator wants. Typically, the consumer arrives at the car wash payment terminal and they’re guided through their selection with videos, audio and graphics. However, they can also be offered discounts such as £1 off a coffee or £1 off a sandwich, to drive them back into the shop and make that extra purchase.
Obviously communicating how someone pays for a car wash on a site is very important, and Smith says it is an education piece for each location.
He says customers are looking for the “least friction approach” on any given day. “If you’re a regular at a location, you’ll go into the shop, buy a car wash code, and then you’ll go to the terminal and enter that code. But you might then notice that you can pay at the terminal without going into the shop. So, on another occasion, if you’re driving past and decide to get your car washed there and then, you might just drive up and pay at the terminal.”
Smart offer
Smith says the most popular PSD Codax product for petrol stations is the Smartstart Pro. This is the traditional Codex keypad, which Smith says you’ll find on about 95% of UK forecourts. “It’s a product that’s been available for nearly 30 years and it’s an incredibly reliable piece of equipment. But what I am marketing at the moment, and we’re really finding traction with now, is the Smartstart Plus. And that’s because it’s the lowest entry point product that we’ve got with the touchscreen, with video, audio, graphics and cross promotions.”
He describes it as a “two-part product” where you have the Pro as the payment terminal that provides the sales and the promotions coupled with the Wash Connect back-office management platform. This gathers all the data about what is happening on site and backs it up in the cloud so the forecourt operator can access a full breakdown of their statistics.
“Anything that’s relevant to the car wash is shown online such as how many washes are sold per day, what percentage of those were top washes, how much time the car wash was unavailable for etc. All the information is available online so the operator knows what’s happening and why, via a couple of clicks from their office. It makes it much easier for them to manage the category.”
Smith says the best metric with which to measure return on investment is comparison with previous sales. “In our experience, we’ve seen between a 20% and 40% uplift when adding these units. It’s not the same for every site but in general, that’s a pretty good window, and we have had customers who have seen significantly more of an increase.”
Smith is keen to point out that PSD Codax’s solutions are modular so extra functions can be added at any time. He points to the US car wash market where subscriptions are big business but you could also do fleet promotions, for example.
“It’s all about the car wash experience. If you get it right then drivers are going to remember your location and keep coming back.”
Boom time for car washes
Hemant Tandon, operations director, at Top 50 Indie Park Garage Group says the automatic car wash market is booming for them. “It’s more convenient and less time-consuming than using an HCW. What’s important to customers is the reliability of the operation – nobody enjoys making a journey to use a car wash, only to find it out of service, as well as the quality of the wash.
“Our mission is to deliver outstanding customer experience on our forecourts. Around three-quarters of our car wash revenue comes from the two top-priced washes, so we’ve got to be certain the premium elements of these most popular options, such as waxing or wheel cleaning, are always operating and available for customers. A poor-quality finish is one way to generate negative word-of-mouth reviews or send our customers elsewhere.”
However, Tandon adds that over time, and without proper attention, the car wash will start to deteriorate. “Brushes become worn. The track becomes misaligned. A good maintenance strategy therefore is essential to keep the car wash operating as it should, create a pleasant environment for customers, and encourage repeat use of the facility. We use Urgent to manage our maintenance schedules and ensure our car washes are in top condition for our customers.
“Not so long ago, using a car wash meant queuing in the store first to buy a token – which was not always a quick process. Now our car washes are fitted with contactless payment. Speed and convenience are a priority.”
Tandon says Park Garage Group will continue to develop its car wash offer as its customer base evolves. “For example, not all car washes accommodate larger vans or some models of SUV. We’ve started a programme to invest in XL-sized car washes to cater for this market, and they are already proving to be popular with our customers.”
Brad Sandys, head of business development, Urgent at Techniche, says: “Car wash equipment is a key revenue-generator on a forecourt. If the car wash breaks down or is delivering a sub-optimal wash, getting the asset repaired and back in use for customers as quickly as possible is essential.”
Sandys says a clean, safe and fully operational forecourt keeps customers coming back and spending. “But relying on manual process to initiate an engineer or contractor to attend to an out-of-service asset results in slower time to repair, which means longer downtime and more frustration for customers.
“Implementing an asset and maintenance management product, like Urgent, which has been developed specifically for fuel and convenience retailers, helps operators automate planned maintenance cycles and repair workflows, keep their car care operations running smoothly and ensure customers return to their forecourts.”
The Swiss solution
Swiss firm Preen says it is making waves in the UK with its “revolutionary, fully touch-free AI-driven robotic car wash systems”.
Peter Spencer, UK business development director at Preen, says “Designed to overcome the inefficiencies of traditional friction-based rollovers and tunnels, Preen’s systems are setting new standards in accuracy, speed and sustainability. With the first UK site featuring Preen technology opening later this year, the shift from legacy brush-based systems to intelligent, robotic cleaning is underway.”
That first site is for new premium tunnel wash brand, T1, established by UK-based investors. The flagship site on Greyfriars Road in Ipswich is due to open in Q4 2025, with a further 15 UK locations planned for rollout throughout 2025–2026.
Spencer says that at the core of the Preen system is the integration of advanced industrial robotics, proprietary AI software and a sophisticated vision system.
“Using precision scanning and intelligent path-planning, the robotic arms adapt in real time to the shape of each vehicle, ensuring an exceptionally accurate and consistent clean. This combination enables a truly touch-free wash that delivers the same deep-clean results as friction-based systems, without the risk of micro-abrasions. Additionally, the system reduces water, chemical and energy usage by up to 50%, significantly lowering operating costs and enhancing profitability for site operators.”
Spencer adds that forecourts face growing pressure to deliver cleaner cars faster, with lower environmental impact and without relying on scarce labour. “Preen addresses all these pain points, making it a high-ROI upgrade for operators looking to future-proof their wash offering and differentiate from standard brush-based equipment.
“With increasing consumer demand for premium, no-scratch washes, especially from drivers of luxury and lease vehicles, Preen enables forecourt owners to charge a premium, reduce queue loss and attract new customer segments.”
Driving new revenue
Investing in a professional jet wash bay is one of the smartest moves forecourt operators can make – and AIR-serv’s UltraJet range is designed to maximise that opportunity.
So says Jessica Lilley, senior marketing manager at AIR-serv. She explains that UltraJet is built to endure the demands of high-traffic sites, ensuring consistent performance that both operators and customers can rely on.
“The UltraJet machines offer the perfect combination of performance, durability and user experience. Housed in a stylish, durable stainless steel cabinet, it stands up to the harshest weather and the busiest sites without losing its appearance.”
Many of AIR-serv’s jet wash set-ups include covered buildings, providing a protected, area for vehicle cleaning, whatever the weather. “These dedicated spaces not only enhance the experience but also add a modern, professional touch to any forecourt.”
The UltraJet is equipped with an advanced frost protection system, combining heating and insulation to ensure year-round operation, even in the coldest months.
Lilley says UltraJet’s enhanced customer experience can significantly boost site revenue. “Its advanced jet wash system allows for a safe and efficient cleaning process, reducing the risk of vehicle damage through its controlled water pressure and soft-contact wash programmes. Built with a fully regulated draining system, UltraJet ensures compliance with environmental regulations, maintaining site cleanliness and minimising hazards.
“With thousands of UltraJet machines across the UK, we’ve seen first-hand how customers return time and time again for a quality wash experience.”
Exceptional experience
At N&S Services, it’s all about the customer experience. Neil Pitman, N&S’s director says: “At N&S, delivering an exceptional customer experience, superior product quality and unmatched service excellence is at the core of everything we do. By prioritising these values, we ensure rapid and efficient service visits that minimise equipment downtime and maintain consistent, high-performance operation. This reliability empowers car wash operators to build a loyal and growing customer base, boosting retention and driving long-term profitability in a competitive market.”
Pitman says modern forecourts are expected to provide a complete valeting solution – typically featuring either a multi-bay jet wash or rollover car wash, along with complementary services such as an air machine or vacuum. “For operators aiming to enhance customer satisfaction and streamline the user experience, the Adriateh 5-in-1 Multique offers a premium all-in-one solution that combines convenience, efficiency, and superior service in a compact footprint.”
He adds that his customers love the Adriateh Multibay Jetwash systems, thanks to the “outstanding wash experience that keeps their customers coming back”. “This exceptional performance not only elevates customer satisfaction but also drives strong, measurable ROI directly from the multi-bay jet wash, making it a smart, revenue-boosting investment.”
N&S does a great job of actively promoting its customers by showcasing their sites across its social media platforms. Pitman says this drives greater visibility and helps them attract more customers. “To further amplify their brand presence, we also offer fully customised graphics on our Multibay Jetwash systems - turning every wash into a powerful marketing tool that reinforces their identity and sets their forecourt apart.”
Home front
Despite all the modern valeting equipment that can be found on today’s forecourts, some drivers still prefer to wash their vehicles at home.
Dean Sutton from Alliance Distribution Group (ADG), says today’s car care consumers know what they’re looking for – and they expect choice, performance and value.
“More than ever, consumers are seeking specialist valeting products for quick body shine, effective alloy cleaning, dash and glass cleaning, tyre shine and more. When it comes to car shampoos, the market offers a wide variety – and customers increasingly choose products based on the specific results they want to achieve.”
Sutton says modern car shampoos now come in many advanced formulations, including wash and wax variants that leave paintwork deep cleaned and gleaming. “These shampoos are designed not only to remove dirt and grime but also to leave behind a smooth, glossy finish that repels dirt and makes future cleaning easier.
“At ADG, we support our customers with more than just great products. We provide full planograms, professional merchandising support, new product presentations and regular sales representative visits.
“In addition, our Price Watch magazine is sent to all customers each month, featuring exclusive special offers, the latest product launches, and promotional opportunities – helping them to stay ahead in a competitive market.”
ADG stocks all the major valeting and fragrance car care brands including Chrome, Autoglym, Simoniz, Turtle Wax, Armor All, Little Trees and California Scents.
“We understand that value is just as important as quality,” says Sutton. “And that’s why we also offer our own comprehensive range of Brookstone and Brookline products – a cost-effective alternative without compromising performance.”
The Brookstone/Brookline range includes high-gloss finish wash and wax shampoos, alloy wheel brushes, dash and glass cleaners, a wide selection of microfibre cloths, natural fragrance air fresheners and cordless vacuum cleaners.
