New WashProf formula strengthens the position of commercial car wash centres

With the launch of WashProf, PartsPoint is further expanding its range of services. The concept supports commercial car wash centres not only with products and processes, but now also with marketing and visibility.

PartsPoint is part of the Alliance Automotive Group, which employs around 2,800 people in the Benelux and holds a strong position in sectors including automotive parts. In recent years, the company has deliberately broadened its activities, partly by setting up divisions such as paint, non-paint and car wash. “The automotive market is changing,” says Richard van Schie, manager at PartsPoint Carcleaning. “Electrification is leading to the disappearance of parts that are not required in electric cars. Fewer parts mean less demand for replacements. That is why we have decided to look beyond the current situation.”

Maintaining identity

The focus on marketing stems from developments within the car wash sector, where major players are becoming more dominant and marketing is playing an increasingly significant role. “It’s becoming harder for independent business owners to make a difference on their own. That’s why we’ve developed WashProf. With this model, we offer independent business owners support in the areas of marketing and visibility, whilst allowing them to retain their own identity.”

The aim is to create a nationwide network in which consumers will recognise WashProf locations. “From websites and promotional materials to social media and a distinctive wall sign: the same professional image is applied everywhere.” The franchise works closely with Kenotek products, which are supplied exclusively by PartsPoint. Business owners can showcase the franchise at their premises through branding or signage, but apart from the WashProf wall sign, this is not compulsory.

Online visibility

Another key aspect of WashProf is its focus on the consumer. The washprof.nl website addresses frequently asked questions from motorists and highlights affiliated locations. “With WashProf, we want to achieve two things: set ourselves apart and give consumers the confidence that they are choosing a high-quality car wash,” explains Van Schie. “We’re also strongly committed to online visibility. If someone in Ede is looking for a car wash, you want to be at the top of the list. We’re doing our best to make that happen.”

Although the ambition is nationwide, WashProf is opting for controlled growth. “Reaching certain numbers isn’t that difficult, but we want to bring the right business owners on board. If we succeed in that, the rest will follow naturally. Since its launch, the first twelve locations have now joined the network, spread across the Netherlands. The foundations are in place. Now we’re continuing to build a network that consumers can turn to with confidence and that benefits business owners.”

Interested in a partnership? Please contact your account manager or email info@washprof.nl