2025 Q3 Pulse Report - Why Optimism and Opportunity Still Drive the Car Wash Industry

In this episode of Conversations With ICA, ICA CEO Eric Wulf sits down with ICA Research Director Bob Klein for a deep dive into the Q3 2025 state of the car wash industry, consumer behavior, and economic trends. Together, they explore how today’s market dynamics—rising costs, shifting customer expectations, and a changing economy—are shaping the way both retailers and suppliers approach growth, customer experience, and long-term strategy. 

What You’ll Learn in This Episode

• The “headline” trends defining the current state of the economy and their impact on car wash consumer behavior
• Why customer fatigue may be more perception than reality
• How retailers can balance value-driven customers with experience-focused business models
• The emotional and behavioral differences between subscribers and retail customers
• What data tells us about optimism and market confidence in the post-COVID era
• The outlook for retailer and supplier sentiment heading into 2025
• Key indicators and research areas ICA is watching for in the year ahead

Episode Highlights

(1:05) Eric invites Bob to provide his “headline” for the current state of the economy and how this effects people’s wanting to go to a car wash.

(2:56) Eric questions the existence of “customer fatigue” in washing their cars. Bob talks about where the retailer’s focus is today…enriching the customer experience with differentiation.

(5:57) With a customer focus on value and a retailer focused on experience…can the two co-exist? Bob addresses the critical nature of a good experience.

(8:53) Is this customer experience an investment for all customer types – subscribers and transactional/retail?

(12:19) The percentage of subscribers who look forward to their washes is notably larger that a transcriber customer. What can be be done to increase this transcriber experience? Bob explains the three types of customer cohorts – acquaintances, friends and lovers – and how to communicate with each.

(15:30) On the retail side the data shows that optimism has declined. Bob explains why following record growth rates during Covid.

(18:42) What are the concerns retailers have about over-saturation? And yet, retailers are still very optimistic about the potential growth in subscriptions.

(20:20) What about supplier sentiment? Bob addresses this can cost-of-goods and the state of the economy.

(23:15) What key points will Bob be watching as future indicators in Q4 2025? Bob is actually excited about customers’ future intended behavior and the emotions they are feeling. Look for abundant attitudinal research.

That was a segment from the latest in Conversations with ICA. If you want to hear the full version, visit car wash magazine dot com to listen for free. While you’re there, subscribe to ICA to always receive the latest stories, insights and research from the International Carwash Association.