Turtle Wax is moving into the car wash branding business – and targeting independent petrol retailers. The car care company says the move is part of its strategy to expand distribution for its Professional range of products which are aimed at businesses operating car


According to a spokesman for the company, retailers will benefit by having a brand name on their car wash operation that customers recognise. It has appointed a new sales and product development team to push forward the changes, naming Vince Tarry as sales director professional products, and Paul Rabbitte as technical manager.

The spokesman says that the retailers they have approached have been enthusiastic about the idea of offering the Turtle Wax brand on their car washes. Andrew Freeman, Turtle Wax’s european marketing director, adds: “We have had a low profile in professional car care sector for too long. With Vince and Paul joining Team Turtle we now have the capability to turn this round”.

This is the first time car wash operators will be able to promote their sites using the Turtle Wax name, and they can either offer branding or dual branding on their car wash. The company says the products have been formulated exclusively for the UK and European market and aim to give “premium performance in every field of application while having as little negative influence on the environment as possible”.

The spokesman says the new team has already held successful negotiations with “major petrol companies and other car wash operators”, resulting in exclusive Turtle Wax branding or joint branding with the local site operator. Tarry is also looking for distributors for smaller independent operations.

For more information, see the car wash feature in the December issue of Forecourt Trader.