Market Focus: ISTOBAL faces growth with a new image - Professional Carwashing & Detailing

Market Focus: ISTOBAL faces growth with a new image

In this week’s Market Focus, we cover a new company image, an award, two grand openings and new construction.

In this week’s Market Focus, we cover the new ISTOBAL company image, an award, two grand openings and new construction.

ISTOBAL boosts growth and faces new business challenges with a new image

VALENCIA, Spain — ISTOBAL is boosting growth and facing new business challenges with a new corporate image, according to a press release.

The company has redesigned its brand to support its expansion plan for the coming years which includes, as goals: international growth, high technology focused on product quality and reliability and being close to consumers with efficient solutions and a pleasant user experience.

Yolanda Tomás, the company’s CEO for Product Development & Marketing, explained that “the change responds to our group’s need to ensure effective communication at a multinational level and increases the knowledge and recognition of the ISTOBAL brand among our customers, employees and consumers.”

The main expansion targets for ISTOBAL in the next few years include boosting growth in the U.S., where the company hopes to consolidate in the short term; to continue investing in Italy, currently the group’s second largest export market; to strengthen its presence in Germany; and to increase activity in South America, the release added.

The strong internationalization strategy deployed to date has enabled the company to position itself internationally as the second European company in the industry, the release noted; with 10 subsidiaries in Europe and America (in Spain, Portugal, Italy, the U.K., Sweden, Denmark, Austria, Serbia, the U.S. and Brazil), the company is present in more than 75 countries worldwide, and its sales abroad account for 80 percent of its turnover.

ISTOBAL’s growth plan places the emphasis on the application of the latest technologies in the market, so to that end, the company will continue investing in R&D, the release noted.

This budgetary item has increased more than 50 percent over the past five years based on the company’s commitment to developing more effective and reliable carwash solutions with a focus on quality, the release added.

“The main challenge ahead is to be able to adapt to technological changes; our efforts are focused on interfaces, communications and connectivity to improve the user experience when customers use our equipment,” underlined Tomás.

Being close to end users to identify their needs and improve their carwash experience is the third key axis for the company to continue growing, the release stated.

In this regard, Tomás stressed that “the company’s new mission and new values are reflected in the corporate image change and the concise but strong message we want to get through to all of our audiences: ISTOBAL is at your side, caring for your car.”

The re-branding is already a reality and is being implemented on all media in the group, including the website, the release continued; ISTOBAL’s new image will be globally presented at Autopromotec in Bologna, Italy, and FIAA in Spain, to be held almost simultaneously in late May.

With the new corporate image, ISTOBAL seeks to give prominence to the brand name, identifying the design with its corporate values, the release noted; thus, red features as the typical color for the company and blue has been replaced by silver as a symbol of innovation, avant-garde and technology.

The typeface used is also more contemporary, transmitting flexibility, growth, and expansion, and the claim — Vehicle Wash & Care — has also been kept, representing business excellence, the release concluded.

Prime Shine Car Wash named one of the Best Places to Work: Central Valley

MODESTO, Calif. — Prime Shine Car Wash was recognized with nine other elite local business as a Best Place to Work: Central Valley, according to a press release.

Best Places to Work: Central Valley is a program that surveys companies that are eligible and wish to participate, the release continued.

Companies must be located in Merced, San Joaquin or Stanislaus Counties, have been in business for at least a year and have no less than 15 full- or part-time permanent employees, the release added.

“From day one, Prime Shine has believed that if we take care of our employees, our employees will take care of our customers,” said Prime Shine’s President/CEO Evan Porges. “We are thrilled to receive this recognition because it is directly from our employees who believe that Prime Shine is a great company to be a part of.”

All companies that participated in the 2017 Best Places to Work: Central Valley program receive an in-depth evaluation identifying strengths and weaknesses according to their employees, the release concluded; in turn, this report can be used in developing or enhancing employee retention and recruitment programs.

Surf Thru Express Car Wash opens

CHICO, Calif. — According to, Surf Thru Express Car Wash, based in Bakersfield, California, opened its 11th location at Forest Ave. and Notre Dame Blvd.

The carwash is solar-powered; offers memberships for either five washes per month or unlimited washes, which use RFID stickers on cars to allow members through; has a mobile coupon text club; has an attendant on site; and offers daily freebies, such as trash bags and dashboard wipes, the release stated.

In addition, the carwash offers deals for fleet accounts and has fundraising programs for nonprofits, the article added.

Surf Thru also plans to open another wash in Yuba City, California, during the summer, the article concluded.

Flying Ace Express Car Wash celebrates grand opening

BEAVERCREEK, Ohio — According to, Flying Ace Express Car Wash held a ribbon-cutting ceremony on May 3rd.

The carwash opened in January, and the chain is planning to open an additional two locations in the Miami Valley, the article stated.

The Beavercreek locations is a three-minute express exterior and offers unlimited monthly washes starting at $15, the article concluded.

Plans to build Rocksino carwash

NORTHFIELD, Ohio — According to, the Hard Rock Rocksino in Northfield Park plans to open a Hard Rock gas station and carwash, named Rockstop Gas & Wash, in addition to a third gaming and smoking patio.

The investment is estimated to cost over $5 million, the article noted.

Construction began in May and is scheduled to be finished mid-September, the article added.

Rocksino’s Rock Star Rewards loyalty program members and company employees will be able to receive discounts on fuel and carwash purchases, the article stated, and these points can be used to redeem services.

“We are committed to growing our property in a way that provides our customers, and our employees, unique experiences and unparalleled value,” said Mark Birtha, president of Hard Rock Rocksino Northfield Park. “And, at the same time, reinvest in our local community to create employment and additional benefits to the overall economy.”

The site will feature a 3,500 sq. ft. retail/carwash building and six double gas pumps, which will have “Hard Rock style lighting effects and LED TVs, allowing for broadcast of music videos and commercials,” the Rocksino stated in a press release.

“Rockstop Gas & Wash is the first Hard Rock branded gas station and carwash — right here in Northfield, Ohio,” Birtha said. “Once again, Northeast Ohio sets the bar high in terms of launching new products and services. What’s happening here in Northfield will become the prototype for similar amenities at Hard Rock International properties world-wide.”

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