Introduction

It 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

Asked respondents how many time they had used various methods of car washing within the last year. Jet washes are the most commonly used in Spain, with 70% of motorists having used one at least once in the past year.

Motorists were asked to name the brand of car wash they most commonly use. Only 8% said that they never used a branded car wash. Among those who do use a branded wash, Repsol dominates the market, being cited by 32% of respondents.

Motorists in Spain are most concerned with care of vehicle exterior, closely followed by wash quality, when they select a car wash. Value for money is also an important consideration but ranks third, which is lower than in other markets.

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

 

 

In September and October 2008 Datamonitor surveyed motorists regarding their car washing behaviour, preferences and satisfaction

The survey was conducted across 8 European markets

The largest proportion of respondents in Spain fall into the 25-34 age bracket

Of the respondents, male motorists earn slightly more on average than female motorists

The largest proportion of respondents in Spain drive 101-200 km per week

Nearly all respondents in Spain wash their car