Beyond the Suds: El Car Wash’s Justin Landau on Redefining the Car Wash Experience

El Car Wash Accelerates Expansion in Florida and Beyond, Redefining the Industry

In the ever-evolving car wash industry, El Car Wash has emerged as a leader, redefining customer expectations and setting new benchmarks for quality and convenience. With a strategic focus on expanding into Broward and Central Florida with 9 new acquisitions, the brand is leveraging its established market presence to drive growth and enhance accessibility for its loyal customers.

“These markets are adjacent to where our core customers are and where we have a high density of stores,” said Justin Landau, co-founder and Chief Strategy Officer of El Car Wash. “We believe the convenience of location is a major driver of our success. Expanding in areas where we already have a leading presence allows us to be closer to our customers, reducing their drive times.”

For many, a quality car wash remains out of reach, requiring a 20 to 30-minute drive. By identifying gaps in the market, El Car Wash is making high-quality services more accessible while expanding into areas where competitors have yet to establish a foothold.

Enhancing the Customer Experience with Premium Upgrades

El Car Wash’s commitment to excellence extends beyond its locations. With substantial investments in new sites, the company ensures each facility reflects its high standards.

“Exterior upgrades will include repainting buildings and updating signage, but the real value comes from the complete renovation of the wash tunnel,” Landau explains. “We install all-new tunnel equipment, upgrade vacuum areas with our proprietary high-powered vacuums, and add our signature amenities packages—free glass cleaner, interior dressing, and scent options. Essentially, we’re enhancing both the visible aspects and the core product experience.”

By blending state-of-the-art technology with premium customer-focused enhancements, El Car Wash elevates what was once a routine chore into a lifestyle experience.

Overcoming Construction Challenges with an Allstar Team

With an aggressive expansion plan, efficient execution is key. While construction timelines can be a challenge, El Car Wash has structured its operations to streamline the process.

“We’ve spent the last five years building an internal team to execute efficiently,” says Landau. “While we work with general contractors for aspects like asphalt and concrete work, our internal team handles about 75-80% of the renovations, including tunnel equipment and vacuum installations. This structure allows us to move quickly and efficiently.”

This in-house expertise enables the company to maintain quality control while accelerating turnaround times, ensuring that new locations meet El Car Wash’s stringent standards before opening their doors to customers.

Standing Out Through Technology and Sustainability

While many car washes focus on basic services, El Car Wash differentiates itself through a combination of superior customer service, cutting-edge technology, and eco-friendly practices.

“Our differentiation starts with customer service and product quality,” said Landau. “A clean, well-maintained facility and great customer interaction are fundamental. We aim to create an experience akin to top-tier brands like Equinox, Shake Shack, or Chick-fil-A—where every touchpoint feels premium.”

Advanced wash technology ensures vehicles come out spotless every time, while environmentally responsible practices align with modern consumer expectations. The goal is to provide an unparalleled car wash experience that keeps customers coming back.

Branding as a Market Disruptor

El Car Wash has redefined the industry by transforming the car wash experience into a premium retail offering.

“Car washes were traditionally seen as either a blue tent on the corner or something from TV shows like Breaking Bad,” said Landau. “We wanted to reposition the industry as a high-end retail experience worth a monthly membership.”

Much like Starbucks and Dunkin’ revolutionized coffee, El Car Wash has established itself as a category leader by delivering consistent branding, exceptional locations, and top-tier service.

Strategic Partnerships and Community Engagement

Beyond its core business, El Car Wash has fostered collaborations that strengthen its brand and deepen customer engagement.

“These collaborations create additional customer value and help us stand out,” said Landau. “For instance, our partnerships with the Florida Panthers, Miami Heat, Crumbl and more have generated excitement around the brand. Aligning with popular lifestyle and entertainment brands increases engagement and brings new customers into our ecosystem.”

These strategic partnerships not only drive brand awareness but also position El Car Wash as a lifestyle brand rather than just a service provider.

Looking Ahead: Expansion Beyond Florida

With a robust 2025 strategy, El Car Wash is poised for significant growth, including its first foray beyond Florida and Michigan.

“This expansion will include acquisitions and new builds in additional states,” the company confirms. “Meanwhile, we will continue strengthening our core markets, with at least 20 new store openings this year.” The company is projected to have opened over 80 locations by end of year.

The company remains focused on maintaining its high-quality customer experience while scaling efficiently. “Our goal is to expand geographically and deepen our brand affinity through unique collaborations and superior service. We’re excited about what’s ahead and look forward to bringing El Car Wash to more communities.”

As the company continues its rapid expansion, one thing is clear: El Car Wash is not just washing cars—it’s redefining an industry and setting new standards for what a modern car wash can be.