When I first started washing cars, the basic wash was $6, and the premium top wash was $20. Memberships didn't exist yet.

Today? Those same tiers are $12 and $32 - not just because of inflation. It’s strategy. It’s positioning. And it matters more now than ever.

Pricing Is Identity, Not Just Margin

In a crowded and competitive market, pricing isn’t just about margins - it’s about identity.

You need to stand out - not just as another wash - but as a top-tier brand that delivers premium service in a sea of sameness.

The goal? Be the Walmart of car washing - offer something for everyone, with clear value at every tier - without being seen as the Whole Foods, where price scares people off before they even pull in. Don't hate on the Walmart reference, you can get a $15 coffee maker or a $349 Nespresso under the same roof, you know what I mean here.

And here’s the good news: the value proposition of professional car washing has never been stronger.

Pro tip: Marketing for car washes should focus on the problems you solve - like saving them water, time, and effort - not just the “cool new package” or neon foam light show.

I Don’t Believe in Being the Cheapest Car Wash in Town

Let’s be clear: I’m not here to race to the bottom.

If your value prop is “we’re cheaper than the other guys,” you’re not building a brand - you’re burning margin and attracting the least loyal customers in the market. And believe it or not, you don’t want every customer in your market.

Take your money, friends. Let the discount-only customers go wherever they want.

You’re not in the business of cleaning cars. You’re in the business of creating a habit - one that customers trust, believe in, and are happy to pay for repeatedly.

Stop trying to win on price. Win on experience. Win on consistency. Win on retention.

The Hook Is a Free Wash, But Then What?

We all know the go-to acquisition tactic: offer a free wash to get people in the door. Some operators (and even agencies) die on this hill without a ladder to climb back down.

Free washes drive trial volume. No doubt.

But what happens after that free wash?

🧾 Most Car Wash Pricing Menus Still Look the Same

Let’s break down what I believe is being used in the industry - and what behaviors each model drives:

🏋️♂️ My Pick

Yes, I have a favorite. And this is where things get exciting.

The Barbell Pricing Model breaks the mold. Instead of offering evenly spaced tiers, it groups options at the bottom and top - leaving intentional space in the middle to nudge behavior. CRM upgrade campaigns, automated to drive members from 2 to 1 and 4 to 3 are proven to be extremely effective.

Example Barbell Menu:

1=Best/Top & 4=Worst/Bottom.

  • Package 1 – $30 retail / $40 month Top wash with ceramic or graphene. The shiny penny of innovation. Flagship package.
  • Package 2 – $25 retail / $34 month. Non-noteworthy product upgrade, such as adding only Hot Wax or Spot Free Rinse. Not worth the jump. (Largest price gap here)
  • Package 3 – $17 retail / $27 month. Value customer favorite: Tire Shine comes into play, the #2 most important product on the menu.
  • Package 4 – $12 retail / $24 month. Soap & water only. The baseline.

This forces a clear choice. Customers don’t drift into indecision - they pick a lane. And your margins thank you.

✅ Why It Works

  • Easy to run promotions around, margins provide room
  • Drives clear movement toward high-LTV behavior
  • Supports CRM journeys and upsell logic: tire shine on every visit for only $6 more/mth
  • Increases perceived value without overwhelming features or discounting

📌 Your Q3 Pricing Checklist

  • 🧠 Audit your menu layout - is it guiding behavior or just listing options?
  • ⭐ Reframe Packages 1 and 3 as your stars - not just filler
  • 📣 Align your CRM, signage, and on-site training to reinforce pricing logic

This isn’t just about changing your price.

It’s about changing how you present value - and making sure that value converts into repeatable, margin-positive customer behavior.

Want to talk strategy or rebuild your pricing for Q3? Let’s connect. I'd be happy to take a look at your pricing situation & make recommendations!

Originally published in a shorter form on LinkedIn.