Subscription triple car wash visits, data shows digital is the future.

20 October 2025 | Article

Mirjam Mos, CarwashPro

Subscription models are rapidly reshaping the car wash industry. During his presentation at Car Wash Show Europe 2025, Ari Alander, Sales Director at Superoperator, explained how digitalisation and data-driven marketing are transforming customer loyalty and revenue stability. The Finland-based technology company develops digital platforms that connect car wash sites, enabling operators to offer app-based payments and subscriptions.

From single wash to subscriber

Superoperator’s data shows that the average European customer washes their car about seven to eight times per year, while subscribers visit twenty-four to thirty times annually, roughly three to four times more often. This behavioural shift directly boosts utilisation rates and stabilises income, regardless of weather or season.

According to the company, many operators still lose potential revenue due to low machine utilisation. In Europe, the average rate remains around twenty-seven percent. By introducing app-based subscriptions, operators can increase capacity usage and spread customer visits more evenly across the week, reducing pressure on peak hours.

‘You are only making money when the machine is washing,’ said Erkki Aminoff, CEO of Superoperator. ‘The future of the car wash business lies in digitalisation. It’s either go digital or go home.’

Data-driven customer engagement

Superoperator’s platform connects car wash sites online, allowing operators to monitor performance, control equipment remotely and automate marketing activities. Campaigns can be tailored to customer behaviour, time and location. For instance, offering special discounts to re-engage inactive users or encourage off-peak washing.

The model also builds long-term loyalty. Subscribers not only visit more often but tend to spend more per wash and are less sensitive to price changes. With environmental regulations tightening and labour costs rising, automation and digital customer management are becoming increasingly attractive options for operators across Europe.

Key takeaway

The takeaway from the presentation was clear: car wash businesses that embrace data and digital tools will be best positioned to grow. Subscriptions may not just be a trend, they are quickly becoming the new standard.

Author: Mirjam Mos, CarwashPro

The original article was published on ProMedia