Turkey-Washing Cars the Old-Fashioned Way
There are currently 8.5 million personal and commercial vehicles operating on urkey’s streets and highways. Though domestic automobile and truck manufacturing is increasing in Turkey, the expenditure for car wash and car care services in Turkey amounts to nearly USD 1.8 billion. This would equate to USD 211 spent per car, bus or truck or USD 4 per week. This is significantly below car wash and care expenses in most European and Southern European markets. Car wash services are relatively inexpensive in Turkey and due to the low cost of labor, most car washing is done by contract labor at one’s residence rather than having the car or commercial vehicle go through a car wash machine with brushes, fans and all the other accessories that are common at most petroleum stations in Europe or the United States.
Utility and commecial vehicles as well as public transit buses are traditionally washed by either the owner/operator or by the numerous truck/bust stops along Turkey’s autobahn/highway network. Like automobile owners, the low cost of unskilled labor in Turkey makes car/truck washing an inexpensive but labor intensive affair. Petoleum stations also offer an exterior car wash with the purchase of a full tank of fuel. Petroleum stations also rely on low-cost labor for the most part to conduct its car wash treatment—waxing, finishing and interior work is generally not done.
Additionally, some gas stations have washing shops, where they provide only exterior washing free of charge, as a gift to buy gas from the station. Many vehicles use this opportunity.
Given an ongoing unemployement rate in excess of 11 percent and an abundance of low-cost labor, most Turkish car owners will continue to find individuals to wash their automobiles.
For the More Affluent-Car Washes and Detailing Franchises
There is a new concept in Turkey, which started with Dr. Vinyl, Sonax and Ziebart Tidycar franchisees. These are places, where cleaning and other car care products are applied to vehicles. Therefore, these are the primary locations to consume such products. Some also sell to plazas, and service stations. There are around 500-700 centers throughout Turkey. 10 percent of them are internationally known brands, and the rest are smaller shops, which use lower priced products. Several franchises have agreements with the auto dealers, i.e. Sonax shops has a special agreement with Opel to apply a certain product, which will save the paint and polish of the body from most harsh weather conditions. All new vehicles come to the shop, and the chemical is applied.
Sonax has been in the market in Turkey since 1994. Currently, it has over 50 centers operating in Turkey.
Ziebart Tidy Car has been in the Turkish market since 1990. Currently, it has over 10 car cleaning and detailing centers.
Costs and Pricing
Pricing in a car care center: A detailed interior cleaning and protection: $150 (%25 discount during campaigns); A detailed exterior cleaning and protection: $135 (Similarly, 25% discount during campaign); Engine cleaning and protection: $60 (40% discount during campaigns); Only wash: $15
Unskilled Private Labor: A car wash at home is only $4 per week.
Equipment and product standards: Turkey has adopted a number of European industrial standards that would impact the sale and use of electric spraying and pumping equipment as well as car maintenance equipment. With the adoption of these regulations, companies manufacturing products would need to follow the appropriate European and ISO industrial standards.
Successful Franchise Marketing Techniques
Firms providing auto detailing and cleaing services use advertising campaigns to increase their sales, i.e. some provide discounted services during a specific period of the year, naming it as “get prepared for the summer” campaign or “spring campaign”. One firm actually sponsors a popular TV reality show—keeping its company image in clear view of the public. Yet one offers free cleaning for certain parts of automobiles for purchases of some of its products.
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