the region’s leading cleaning industry magazine...

SpecialSupplement

CAR WASH & CAR CARE

APRIL 2015

The Region’s Leading Cleaning Industry Magazine

Insight into the steadily evolving industry in the Middle East

Car Wash and Car Care

P.O. Box: 80260, Dubai United Arab Emirates.Tel: +9714 2970512 , Fax. +971 4 2970513Email: [email protected]

3 CLEAN MIDDLE EAST - CAR WASH & CAR CARE SUPPLEMENT | APRIL 2015

Contents Editor’s Column

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News

ProductDiary

Event Preview

Viewpoint

Company Focus

Auto Care

Cover Story

Business Matters

High Pressure Cleaning

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General ManagementPublisherMedia Fusion LLC, P.O. Box: 80260DUBAI, UAE.Tel : +9714 2970512, Fax : +9714 2970513Website : www.cleanmiddleeast.aeRegisterd with:Licence No: RAKIA 92 - MFZ 04 08 1070.Media Fusion FZE

CEODr. Kayyum Ali BohraE-mail: [email protected]

Head of Sales & MarketingTaher Patrawala, mobile: +971 55 1091443E-mail: [email protected]

Sr. Sales and Marketing ExecutiveArvah Bohra, mobile: +971 55 1053 443E-mail: [email protected]

Sales & Marketing ExecutiveAnjna Nambiar, mobile: +971 52 8781332 E-mail: [email protected]

EditorialEditorSwaliha ShanavasE-mail: [email protected]

Design & Production Art DirectorMohd.Toufique Mohd. Ebrahim SulaimaniE-mail: [email protected]

AccountsSankesh Pandey, E-mail: [email protected]

Web DesignerFaraz Siraj, E-mail: [email protected]

Clean Middle East is published by

Printing: International Printing Press

Media Representative in KUWAITMunawar Zulfikar, + 965 97633511Marketing ExecutiveE-mail: [email protected]

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Media Representative in Italy, Spain and SwitzerlandMr. Fabio Potestà, Mediapoint & Communications SrlCorte Lambruschini - Corso Buenos Aires, 8 V° piano - interno 7, 16129 Genova - ItalyTel.: +39 010 5704948, Fax: +39 010 5530088e-mail: [email protected]

Reproduction in whole or in part of any matter appearing in Clean Middle East magazine without the prior written permission of the publishers is prohibited by law. Opinions and views expressed in Clean Middle East do not represent the views of the publishers and the editorial staff of the magazine. The publishers do not guarantee the accuracy of the information; neither will they indemnify any losses arising through the use of the information. All marketing information is subject to approval by clients.

SPECIAL SUPPLEMENT FOR CAR WASH & CAR CARE 2015

Welcome to the inaugural edition of Car Wash & Car Care supplement of Clean Middle East magazine.

The past few months have been really interesting as I explored the dynamics of the car wash and car care industry worldwide, particularly in the Middle East region. The industry is steadily evolving and has

immense potential for development, especially considering the tremendous pace at which the automotive sector in this region continues to grow.

I had the opportunity to interact with a number of international experts from various segments of the car wash industry. One thing is clear: the focus of the car wash and car care sector is gradually shifting towards the environment as various players introduce sustainable products and solutions. As legislations start to fall in place and people’s awareness on the significance of professional car washing in extending the life of their vehicles grows, the car wash industry offers ample growth opportunities for businesses to serve this market with innovative solutions.

In this context, Gulf Car Wash – Car Care Expo which will debut in this region this November is significant as it will bring in advanced products and technology to this market. The Show is being held under the umbrella of the Middle East Cleaning Technology Week (MECTW) which also includes Gulf Laundrex – Linen Care Expo and CMEP Expo. We look forward to having you join us for another successful show! Swaliha ShanavasEditor

Fayfa Chemicals to launch “Gardenia Natural” products at Gulf Car Wash – Car Care Expo 2015 Dubai-based Fayfa Chemicals Factory LLC is shifting its focus to environment-friendly solutions from their conventional cleaning and disinfecting products. The move comes in the wake of changing customers’ priorities for products with 100% natural ingredients.

Fayfa Chemicals Factory LLC is an ISO 9001, ISO 14001 and ISO 22000 certified company and one of the pioneers in personal, institutional and industrial hygiene products and industrial adhesives in the Middle East region. The company has been supplying

quality products across the region for the last 24 years.

The company is participating in the Gulf Car Wash Car Care Expo, Dubai to showcase its products and launch new car cleaning solutions. Fayfa will give a fresh impetus to this technology in the Middle East and they will launch their “Gardenia Natural” innovative eco-friendly products based on this advanced technology in the exhibition, says the company. They will also undertake contract manufacturing for others using this innovative technology.

News

The Car Wash Show 2015 to bring together international car wash owners and operators

The International Carwash Association, in partnership with the Western Carwash Association, brings together international car wash owners and operators, equipment and supply manufacturers, and potential investors from many countries worldwide to The Car Wash Show 2015, to be held April 23-25 at the Las Vegas Convention Center in Las Vegas. The event is expected to draw thousands of car wash professionals

from around the world and offers premier educational programmes, networking opportunities, and the latest products, technologies and services available in the industry, according to the organisers.

“This year’s education and networking programme will bring together our attendees from every car wash segment, and will allow them to achieve business success by discussing shared experiences and

solutions,” said Eric Wulf, CEO of the International Carwash Association.

Headlining the show will be keynote speaker Rick Pitino, NCAA Basketball Coach for the University of Louisville. This year’s educational programme will focus on interactive workshops and round table discussions, allowing the attendees to learn from each other, as well as industry experts. Specialized networking events will also provide opportunities for attendees to interact

with colleagues from all corners of the car wash industry, say the organisers. The International Carwash Association is the non-profit trade group representing the retail and supply segments of the professional car wash industry in North America and worldwide. Western Carwash Association (WCA) is one of the largest regional car wash associations in the United States, representing operators and suppliers in 12 Western States.

Have you visited the go-to directory Canadian retailers rely on every day to find the best Carwash products, solutions and services?

Register now or contact us for more information at or visit www.convenienceandcarwash.com.

If you sell carwash products or solutions your products should be listed in Canada’s most comprehensive Carwash Buyers Guide.

Our mobile friendly site helps you find the resources you need, when you need them. https://directory.cccmag.ca/Business/

4 CLEAN MIDDLE EAST - CAR WASH & CAR CARE SUPPLEMENT | APRIL 2015 www.cleanmiddleeast.ae

APRIL 2015 | CLEAN MIDDLE EAST - CAR WASH & CAR CARE SUPPLEMENT 5www.cleanmiddleeast.ae

Product Diary

Tunnel Car Wash – EvolutionTrade X ME will be presenting one of their trademark technologies including the Evolution Tunnel Car washing system developed by Christ Carwash at the Gulf Car Wash Expo in November. The Evolution Tunnel Car washing system is a Semi Express model with a tunnel length of 31.450 mm, and a washing capacity of about 70 cars per hour. Key features of the technology include: Plastic plate conveyor; LED foam sheet with programme display; Wheel sill washer; Jetstream – Semi-Express HD; HD -wheel sill washer Tirejet; 4 Evolution side rolls (EVO -3); 2 Follow-up roof rolls; 2 contours rolls WH 1.100 mm; HD -wheel sill washer Rotation; LED preservation; Pre-dryer Aeropro (15 kW); Dryer Aero Flex -1 (30 kW); Evolution 3-roll dryer (EVO -1).

Pre-tensioned Ruville Suspension Springs for independent Aftermarket Replacing suspensions springs using conventional spring compressors can sometimes cause damage to the surface coating of the spring. This results in corrosion damage that can lead to early failure or breaking of the spring.

Under its brand Ruville, Schaeffler Automotive Aftermarket offers pre-tensioned suspension springs in OE quality which makes it possible to mount them without using a spring compressor. It has pre-tensioned suspension springs for passenger cars in its portfolio. This new mounting solution is currently available for selected models from Audi, Seat, Skoda and Volkswagen. The Ruville suspension springs are pre-tensioned to the exact length needed for mounting. This protects their sensitive surfaces from getting damaged during installation because the use of a spring compressor is not necessary. The benefits include a 10-year warranty, safe and damage-free mounting, simple to mount, saves times and improves efficiency; and says the company.

PowerClean – Concentrated high foaming detergent for vehicle washingPowerClean is a highly concentrated blend of surfactants suitable for vehicle washing operations from Fayfa Chemicals. The detergent can be used manually or in auto car wash systems. Though PowerClean is concentrated, it dissolves instantly and has excellent properties of removal of dirt, carbon deposits, oily and greasy deposits from vehicle bodies. The product is perfectly safe on the vehicle body in all concentrations and dilutions, says the company. The detergent can be used for all types of manual washing of vehicles and also in auto car wash systems.

easywash365+ foam setsBy introducing the universally applicable easywash365+ foam sets R+M/Suttner succeeded in enlarging the application possibility of their foam injector family. The stainless steel injector with high pressure foam lance which is installed via a T-piece between the outlet of the high pressure unit and the original spraying unit is especially designed for the professional cleaning of cars, trucks of shipping or food companies as well as for applications in the industrial foam cleaning.The connection from injector unit to the high pressure foam lance is realised by an optionally high pressure hose of up to a length of 40 m. The already existing spraying unit is used for cleaning and rinsing works. Enormous savings of both cleaning agent and time can be achieved as the foam lance has cleaning agent immediately available without switching at the unit or change of equipment.It is possible to simplify the handling of the construction and to boost efficiency at the same time by integrating two hose reels. This set is suitable for all common high pressure cleaning units for up to 310 bar and max. 90 °C.

To feature your latest products, contact: [email protected]

T he car wash and car care industry has been evolving over the past few years in the Middle East, with the GCC countries leading this change. The UAE, which is

known for its enthusiasm and keenness to adopt the most modern technologies and innovations in all arenas, has been in the forefront of the developments in this industry as well. The automotive sector in the Middle East has been witnessing tremendous growth in recent years, indicating there is immense potential for enhanced car wash and car care products, solutions and services to match this growth.

In the light of these developments, VIS Exhibitions & Conferences brings to this region a brand new trade show focusing on this niche segment. Gulf Car Wash – Car Care Expo is the Middle East’s 1st event dedicated to the car washing industry.

Held under the aegis of the Middle East Cleaning Technology Week, the Show brings together under one roof leading car care and car wash professionals from around the world, providing excellent business and networking opportunities for both the consumers and industry players. A key attraction at the Show will be a one-day free conference with an impressive lineup of speakers from the international car wash and car care sector.

Gulf Car Wash – Car Care Expo will be held 2 – 4 November 2015 at the Dubai International Convention & Exhibition Centre, Dubai. This is one event you do not want to miss.

Gulf Car Wash & Car Care Expo set to make a mark in the region

Mark your calendar now!

Expectations are high regarding the Show and here’s what some of the industry players had to say about this unique event…

HIGHLIGHTS

• Concurrentshows–CleanMiddleEastPulireandGulfLaundrex-LinenCareExpo• Meetleadingcarcareandcarwashowners,operators,carwashequipmentmanufacturersandsuppliersfromtheregionalandglobalmarkets• Viewandexperiencefirst-handbest-in-classcarwashandcarcareproducts,accessories,technologiesandservicesfromdiversesegmentsoftheindustry,withemphasisonenergyandwaterconservation• One-dayfreeconference–Eminentspeakerlineup;Gainindustryinsightandadviceonthecarwashandcarcaresector

EVENT PREVIEW

Jean de Negri, International Sales Manager, Coleman Hanna Car Wash System“Coleman Hanna Car Wash System is a major player in the car wash industry, and has a long history in the Middle East where we have a very strong presence especially in the GCC countries. The region is very important for us and we are keen to present our innovation at the Gulf Car Wash – Car Care Expo 2015. This is the first edition of the Show and we look forward to meeting potential customers.”

Ahmad El-Khoury, General Manager & Owner, Lotus Yard Group“The Gulf Car Wash – Car Care Expo is a good opportunity for marketing our business as car wash and cleaning service provider, and also as labour supply and recruitment company. The Expo provides an opportunity to know our competitors and meet our targeted customers like hotels, hospitals and malls management teams, who are interested in having available services, plus meeting other experts in the field and getting to know the latest technology in the market.”


Alexander de Wit, Managing Director, R+M de Wit GmbH“At this show, we will focus on displaying foam accessories which are especially designed for car wash applications. The Gulf Car Wash - Car Care Expo 2015 is an excellent opportunity for us to have an intensive exchange of experiences with user, machine and chemical manufacturers.”

Schezir Knoll, Managing Director, Trade X ME “We are extremely happy to participate in the first Gulf Car Wash – Car Care Expo 2015 and with our innovative products from Otto Christ Germany one of the leading manufactures with innovative technology in Automatic Carwash. Otto Christ possesses the most highly efficient product programme, as well as the most advanced technology in the vehicle wash market. We would like to present one of our trademark technologies developed by Christ Carwash, - Jointed Side Brush with Roll over Car washes, Evolution system in the Tunnel Carwash systems and more…”

Mohamed A. Nagy, Group Chairman, Sien Group “We expect to gain an insight into the Arabian Gulf region’s present market attractions and up-to-date capabilities. We are targeting a new market for promoting our (FMCG) line of products: ( car care and industrial maintenance products, etc). The UAE market is well known for its global exposure in all aspects, always introducing and promoting state-of-the-art technologies to the region. We will be introducing our cleaning products and latest car wash systems.”

Manoj Kumar, Director, Fayfa Chemicals“This is a first-of-its-kind show in the region. We have been a part of Clean Middle East and CMEP Expo for the past few years. At this year’s Gulf Car Wash – Car Care Expo we are looking forward to connect with institutional buyers and decision makers in the segment.”

Mahmood Bukhari, Manager, Exotic Car Clinic, Dubai“Greatly anticipating the arrival of the Gulf Car Wash – Car Care Expo in Dubai. We will be up-to-date with the rest of the world in services and products available to us at the Gulf Car Wash & Car Care Expo under one roof.”

Marco Costamagna, CEO, MTM Hydro and Biemmedue“We expect to open new business opportunities in the Middle East car wash market which we believe may offer scope for further development in the future.”

Andrea Panizza, Area Manager, Mecline by Tecomec, Tecomec S.r.l.“Mecline is a leading Italian manufacturer of a wide range of accessories for high pressure cleaners and professional car wash applications. We would like to introduce our products to the Gulf market and look for distributors to sell our accessories in this area.”



VIEWPOINT


T he Canadian convenience, retail petroleum, and carwash industry has

experienced many changes over the past year. Here are a few highlights.

Healthier food optionsOne of our more positive initiatives comes from The Western Convenience Stores Association WCSA, which represents four provinces and one territory in Western Canada. THE WCSA, in partnership with the Bridge Society of British Columbia initiated pilot programme that aims to promote healthier food choices to enable youth to choose wisely when purchasing from a convenience store.

Obesity across North America is on the rise and the lack of exercise and accessibility of inexpensive, not-so-healthy snacks is accelerating this problem. To combat this issue, The Bridge Society launched a 10 week pilot programme where 10 families were given coupons that allowed children to purchase specific items in a store that have been carefully selected for them.

The WCSA had a nutritionist visit a convenience store and create a list of “better for you” products. These products were highlighted by a green footprint and signage

throughout the store directed the children to these products. Participating families were given a pre-paid (limited) debit cards to use in the stores. This experience gave families and their youth the opportunity to see how easy it is to make healthier choices in a convenience store. They simply learned to make better choices.

While the task of educating the general public about healthier food choices can’t be accomplished by one organisation, the WCSA is committed to changing the stigma that c-stores are only a junk food stop and instead promoting our community as being an industry that cares about its youth and the current issues.

Expanded food service offeringsFood Service and Quick Serve Restaurants (QSR) have grown exponentially over the past year adding items like fresh pizza by the slice, a deli section that offers travellers the option of building their own specialty sandwiches or in case of Timber Falls in Steinbach, Manitoba are offering their local

community the products that are made in Steinbach, Manitoba. Their deli offers locally made Borscht and gourmet pizzas, etc. Customers line up each day to purchase freshly made bread and other baked goods.

Food service returns are growingConvenience Stores are no longer just a place to stop in for a quick coffee either. In fact, c-stores sold close to $85 million (Cdn according to NACS and NPD Group) in foods prepared on site over the past year. Gourmet coffee has also become a staple in many convenience stores across Canada, where Van Houtte or Mother Parker’s blends are readily available. Customers might also enjoy a cappuccino or a latte paired with a baked good to kick-start their day. Customers are also picking up snacks on the way home from work.

Lighting and Energy matter Lighting and Energy savings have been top of the list for improvements as well. These are one of the most important aspects of a successful business as not only do site owners require lighting at night, but interior lighting has

A look at the Canadian convenience, retail petroleum and carwash industries By Brenda Jane Johnstone

BrendaJaneJohnstone


now become very important for proper illumination through the day. A prime example is a unique LED color changing lighting effect in a Quebec carwash site that helped increase carwash sales by 40% and also increased in-store sales! Site owners who spend money wisely can reap the rewards with an increase in traffic which maximises revenues.

Engaging in social media Many Canadian retailers are engaging in social media programmes that connect them with new customers and their communities. One clever retailer in Pilot Mound, a small town of 2,500 people in Manitoba, started a Facebook page that helped him increase sales over one year by 27%. His programme is simple, clerks ask every person who enters the store to “Like” them on Facebook. Their Facebook page has current offers and inviting graphics that draw people into their restaurant. The page is updated frequently so customers can always expect something new. Over the past three years this retailer has seen their food service business double along with their customer count. Additionally, they have increased their annual fuel sales by 60%, even though the population in the area has not grown.

Facebook is free and the cost to maintain a current page is minimal with rewarding benefits, a small investment that connects you with customer and can bring financial rewards.

Petroleum options Canadian markets have been suffering the effects of the low cost of oil with continually fluctuating gas prices. Families are opting for stay-cations rather than the more traditional travel vacation and vacation property owners aren’t

spending as much time in motor boats due to the high cost of fuel.

Arcade Station, Vancouver’s only E85 Station opened in the lower mainland of British Columbia in 2014. This is because the Canadian Renewable Fuels Association (CRFA) recommended that governments encourage existing pump turnover and new market entrants by providing tax incentives to those individuals who want to offer consumers these alternative fuels. “Canadian consumers deserve more choices at the fuel pump, and Arcade Station has delivered” according to Andrea Kent of the CRFA.

Electric carsAnother great addition to the Canadian scene is the increase in availability of the Electric cars. Canada is home to about 11,000 electric vehicles our of a total vehicle registration number of 31.7 million. This is a welcome change for large urban dwellers like Vancouver and Toronto where car sharing has become the norm for many students and busy executives living in downtown, and may only need a car for a few hours a week. As of July 2014, according to the BC government, there were approximately 1,300 electric

vehicles in BC and Ontario has 2,932 “green” license plates and charging sites are located every 50 – 90 kilometers apart.

Over the past three years, Saskatchewan based Sun Country Highway has become Canada’s largest player in EVCS. Sun Country has installed 1,000 charging stations across Canada to build a pay-as-you-go charging infrastructure. They plan to double the size of their network this year.

The CS-Expo Show will showcase this technology and more The Western Convenience Stores Association will be launching a first-ever CSExpo on 27 May in Richmond, BC. This event will be unique in that they will be constructing a “store” within the conference centre and fully merchandising the “store” with sponsoring company’s products. The idea of building this “store” is that retailers can walk through the store and experience best practices as they relate to planograms, merchandising coolers, freezers etc. They’ll learn from attending the mini sessions being held within the “store” and networking with others invested in the industry.

The Canadian market over the past year has seen a steady increase in product offerings and an overall positive environment in regards to business as a whole. There are a few blimps on the horizon that everyone is watching closely, like bans on flavoured tobacco, bans and regulations on the sale of Electronic cigarettes, but the general health of the convenience, retail petroleum and carwash markets are poised for continued growth.Wishing you a great 2015.

The author is Publisher of Convenience & Carwash Canada magazine.


COMPANY FOCUS


No-H2O car care targets new markets in the Middle EastO rganisations are being forced to

look at innovative ways to save water and money as increases in

water charges coupled with government and sustainability initiatives are being felt throughout the Middle East. Heavy overconsumption, coupled with poor rainfall, have ravaged water resources and as a result many motorists are finding it difficult, if not impossible, to keep their vehicles clean and shiny.

However, eco-friendly No-H2O products are making the need for even a bucket of water obsolete when it comes to cleaning the car. Imagine a car wash service that doesn’t use any water. The car care company No-H2O is a completely waterless service and is therefore an ideal product for the Gulf Market, said Emmet O’Brien, Managing Director, No-H2O.

No-H2O’s range of products are eco-friendly, biodegradable and designed to remove the need for water when cleaning cars and operate in a number of markets including commercial, service through franchising and retail. It’s estimated that you can save on average 132 litres of fresh water in comparison to traditional carwashes which use water. It can be used on exterior, interior, windows and on all levels of dirt from light traffic film to heavy mud and is made from a scratch free formula to leaving an amazing polished finish. The products can be used anywhere at anytime indoors and outdoors.

The new concept saves water and prevents detergents from polluting the environment with its new waterless technique, an all-in-one eco-friendly car

Withmyracingback-ground,I

alwayshadaninterestincarcare–asIlikedtocleanmycarswell.

Emmet

O’Brien

EmmetO’Brien


wash liquid. The secret formula softens, emulsifies and encapsulates dirt and other contaminants and is applied by spraying on panel by panel.

The liquid is then gently removed by wiping the area with high quality microfibre cloths, without any damage to the surface. This process leaves a fine film of polish and wax behind, which is then buffed with a microfibre cloth to produce a rich, non-static, long lasting glow and an all-weather protective coating.

The Irish car racer and entrepreneur Emmet O’Brien started the company in 2007. The idea of a “waterless wash product” was first introduced to him when he was racing cars in the World Touring Car Championship.

“With my racing background, I always had an interest in car care – as I liked to clean my cars well,” said O’Brien.

“Waterless cleaning products are widely used in motor sport globally, which is where I spotted them, I then used my experience from racing with the top manufacturers such a BMW and SEAT to create the brand No-H2O.”

Having been extensively tested in the Middle East to optimise its performance in the hot conditions No-H2O is also the only

waterless product to meet the very high standards required for use on Boeing and Airbus commercial aircraft which it has been certified for use on.

“We are committed to using the latest technologies. The No-H2O technique can save up to 132 liters of water per manual car wash and is a genuine corporate social responsibility solution. But furthermore, the products leave a far superior finish to that of a standard carwash,” O’Brien noted.

The company serves the Irish market from offices in Dublin, where it employs 10 staff and has some of the world’s leading industry partners such as Hertz Car Rental and Apple.

No-H2O already has an extensive franchise network in Ireland and with franchises opening up in Europe, the US and in Dubai this year the company is spreading the waterless word globally. The company is now looking for franchise partners to expand its network through a number of models in hotels, malls, business districts and mobile van franchises where No-H2O operators can provide car washing to the customers.

No-H2O plans to exhibit at the Gulf Car Wash-Car Care Expo in November 2015.Website: www.noh2o.eu

No-H2O plans to exhibit at the Gulf Car Wash - Car Care Expo November 2015.


How significant is the car care service segment, especially in a region like the Middle East? The segment is very dynamic and attracts a lot of attention from all sorts of customers. You have your usual car crazy customers who like to keep their cars waxed almost every week, plus you have customers who just do not like sand on their cars and are big on long lasting protection solutions. I strongly believe that almost every household is using some sort of Car Care products in this region due to a lot of sand in the air. Could you tell us about 3M’s range of solutions for the automotive sector. 3M’s vast automotive expertise contributes to its position as a global leader in automotive innovation. From inventions like 3M Wetordry sandpaper to the first automotive masking tape, from Scotch-Brite industrial pads to Scotchgard interior seat fabric and upholstery protector, from the first automotive window tint to the earliest vehicle undercoating and sealant, 3M has a long history of combining cutting edge science

and technology to bring to the world new products for cars and trucks. Whether it is in a garage or driveway, on a dealer lot or shop floor, assembly line or design studio, 3M is there, helping drive the automotive solutions of tomorrow. What is unique about 3M products and services as compared to similar solutions on the market? 3M Automotive Aftermarket Solutions provide a complete solution to the customers. Whether it is Car Wash or Car Care applications we are very keen on proving a full solution rather than just a specific product; that is a major difference between 3M and competition. 3M also tries to satisfy the needs of all the customers at different levels in the market. For instance we have simple products which customers can use on their own, and if they are looking for professional solutions we have 3M Authorized Car Care Centres where customers can take their vehicles for services like detailing, polishing, head light restoration, etc.

We are also unique as we are the only company that is involved in

the manufacturing process of the vehicles to having after market and Car Care solutions. 3M is also keen on delivering the customers the value of the product they are paying for, as an example our Car Wash Soap is high concentrate and we believe in charging customers for the product itself and not for a pre-diluted product. By paying for a pre-diluted product the customer is actually paying for water.

What does Car Detailing involve? How important is this aspect in extending the life of a vehicle?Car Detailing is basically a total rejuvenation of your vehicle from bumper to bumper. At 3M a complete detailing involves from working on the surface of the exterior paint finish with either a compound or an abrasive depending on the age of the vehicle. We follow it up with polishing process and finish the paint with a glaze or a wax. Interior detailing involves a complete spot removal of any stains and marks on the upholstery of the car also working on the vinyl and leather of the car with our specialised product called the 3M All Purpose Cleaner

“This region has a very high population of car enthusiasts and most of the people living here like to take care of their cars.” – Salman Shahid

Theregion’sautocareindustryisverydynamicandthisnichesegmentattractsalotofattentionfromawidecross-sectionofcustomerssaysSalman Shahid,BusinessDevelopmentManager-MiddleEast&Africa,3MAutomotiveAftermarketDivisioninaninterviewwithSwaliha Shanavas.

AUTO CARE


and Degreaser. We also work on degreasing the engine and applying the engine dressing which gives your car engine that deep black finish which it had when you first bought the car.

A lot of people focus on the mechanical service of the car on a regular basis. The missing element is no one is taking care of the appearance of the vehicle, which is equally important in order to maintain the value of the car and keep the car looking great.

What are the key services you provide in this niche segment? We make products for every single step that is required for anyone to polish or detail their car completely. We make chemicals which can be specifically used on the engine, tires, rims, body and also rubber parts of the car while detailing. Also on the polishing side we make all sorts of compound, polishes and waxes which are required to give you that new car finish even after years of owing that vehicle. There are a lot of paint protection products on the market. So how does one identify and choose the right one? Paint Protection is a growing

segment in this region, the growth is mainly related to the environment we live in, there is a lot of sand in the air. While driving long distance or even on open roads this sand causes a lot of impact on the clear coat of your car which is basically the top layer of your paint. When this happens repeatedly the paint starts to fade. Another reason is that in extreme temperatures the pores on this clear coat open and close repeatedly and dirt and sand settles in these pores and is very hard to clean, giving your car a faded look after a few months.

Any product out there in the market is basically adding a layer on top of your clear coat to protect it from fading away or being sand blasted. 3M’s approach is very simple to this protection and is specially made for all sorts of customer requirements on protection. We offer three types of protection solution. 3M Paint Protection Film is a very strong film which we apply on the car and is mainly tailored to the customers who need a long term solution. Our robust paint protection film is a tangible solution and can be applied by any 3M certified installer in the market.

The next in line is a 3M Paint Defender system this is a spray on

solution which dries to a thin clear film on the surface of your vehicle. You can remove it by peeling it off after a year or so and again it gives you a tangible solution from any stone chips or even aging of the paint in harsh climates.

The chemical offering we have is called the Scotchgard Vehicle Protection formula which is a chemical that can be applied on your car to protect the clear coat with additional protection against dirt, bird droppings, aging and road tar. We also protect the inside of the vehicle, which includes the carpets and the leather and vinyl finishes.

What is your view on the Car Wash & Car Care Expo being held in Dubai for the first time? I think it is a great initiative to have this Expo in Dubai. This region has a very high population of Car enthusiasts and most of the people living here like to take care of their cars. The Expo will be welcomed by general public as well as the industry experts who are very active in this region on developing the Car Wash & Car Care segment. We are very keen on showcasing our products in the show and also looking forward to meet people from all walks of life who are keen on taking care of their cars.

COVER STORY


Car Wash industry in the Middle East steadily evolving Growing awareness and focus on sustainability

T here is an exciting development in this region with the announcement of the Gulf Car Wash – Car Care

Expo 2015, a brand new trade show in the Middle East. In this instance, we thought it would be interesting to speak to industry experts to find out more about the sector including the present state, key trends, challenges and opportunities that exist in this niche segment in the region.

The Middle East is one of the fastest growing auto markets in the world, and the people in the region are known to be passionate about their cars. In fact, the automotive sector is one of the key drivers of economic growth in the Middle East and the number of vehicles, including the latest, most expensive shiny cars hitting the roads daily is increasing, especially in the affluent Gulf countries. Saudi Arabia leads the GCC market with overall parc of 7.55 million (in 2013) followed by UAE with 2.94 million vehicles and Kuwait with 1.38

million vehicles as per Frost & Sullivan industry report. The United Arab Emirates (UAE) and Saudi Arabia are predicted to dominate the overall GCC market with an expected 76.5% share by 2020. So, there is immense growth potential in this segment and along with it the need for enhanced car wash and car care products, solutions and services to match this growth. Indeed, the car wash business has taken off in various Middle Eastern countries, particularly the United Arab Emirates which is known for its modern outlook and keenness to adopt the most modern technologies and solutions in every single area of activity. And considering the difficult weather conditions in the region including notorious sandstorms, there is an acute need for more intensive cleaning and maintenance services.

One can easily understand the significant role the car wash industry plays in

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isoneofthekeydriversofeconomic

growthintheMiddleEastandthenum-berofvehicles,includingthe

latest,mostex-pensiveshinycarshitting

theroadsdailyisincreasing.

By Swaliha Shanavas


maintaining the vehicles in good running condition. Moreover, in the light of the developments with regard to the environment worldwide and the enthusiasm of the governments in the Middle East to protect the environment and keep their countries clean and green, it is certain that professional car wash and car care businesses will witness further growth. Certain legislative measures have been put in place especially in the UAE to ensure the environment is protected. Car washing in outdoor public spaces is prohibited in the cities and concerned authorities have been slapping offenders with fines, which again leads to further opportunities for car wash businesses.

Touching upon the current status of the car wash industry in the Middle East, Bijith Bhaskaran, Chief Operating Officer, Geowash says, “The car wash and car care business has come a long way from the traditional bucket car washing and stationary car washing methods. The unwanted waiting in queues for car wash is a thing of the past. People have more cars but less time and as per statistics there is 1 car for every two individuals in the UAE.”

Geowash brought in the concept of mobile car washing in 2008, and not only did they introduce a revolutionary mobile car wash but also an eco-friendly method of car washing, the COO emphasises. “We are the pioneers in mobile car washing in

the UAE. Geowash solutions are eco-friendly, especially in this region where water conservation is of paramount importance. In contrast to the 120-150 litres of water used by stationary car wash process per wash, we use an average of 3 litres per wash. We respect cars and make sure we give our utmost diligence to the care of cars.” Engr. Khaled Maqableh, General Manager, Class Service Group says, “The UAE market and Gulf market is growing, new companies are opening daily and need to focus on new developments.”

Established in 2007, Class Car Cleaning and Waxing services, Abu Dhabi provides mixed car wash and wax services, and with its new waterless car wash system. Their car wash services are 100% environmentally friendly, says Engr. Khaled. With its trade license to work in underground parking in Abu Dhabi, the company “has established a new way of car cleaning and waxing services based on approved eco-friendly products without the use of water,” and this strategic move is in line with the new strategy of the country for

Theuseofapprovedeco-friendlyproductswithouttheuseofwaterisinlinewiththestrategyofthecountryforminimisingtheuseofwateraswellasmaterialsthatarenotenvironmentallyfriendly.

Thecarwashandcarcarebusinesshascomealongwayfromthetraditionalbucketcarwashingandstationarycarwashingmeth-ods. PrashantNair,GeneralManager,MeosEstablishment

BijithBhaskaran,ChiefOperatingOfficer,Geowash

By Swaliha Shanavas


COVER STORY


minimising the use of materials that are not environmentally friendly and reducing water usage, he adds. “Car wash and car care awareness is growing, but we still have a long way to go. The primitive bucket wash is still present in the region and this has to be replaced with machine wash. There are more applications where it can be used successfully and this has to be implemented. The industry is quite sizeable but is growing at a slow pace. This could be due to initial capital investment,” opines Prashant Nair, General Manager, Meos Establishment.

The company specialises in automatic car wash machines, water recycling systems, reverse osmosis plants etc., to facilitate a clean and superior wash quality, he says. “We are one of the largest suppliers of these machines in the region and we also have a very efficient service back up and support for our customers. We provide complete solution to the vehicle washing systems designed to suit customer specifics.”

Hisham Abu Alhaija, President, Oxygen Cleaning Services says the Middle East car wash industry “has come a long way since the days of washing cars with a bucket and

garden hose”. Today it is easy to find car washing and care centres all over the country, with the latest technologies and automatic machines, he adds. “But as many other industries are transforming and adopting eco-friendly products and technologies, the car wash industry should also take initiatives to contribute to an eco-friendly environment. The major drawback in the car wash industry is the “water wastage” which has to be stopped by adopting eco-friendly technologies,” he notes.

Oxygen Cleaning services are the exclusive distributors in the Gulf region for the “Optima Steamer” manufactured by SJE Corp. Their product range consists of eco-friendly technology and their affordable, machines with the latest technology and minimum maintenance requirements makes them “different and best in the market”, he says.

As in all other industries, the car wash sector also has its own set of challenges. In Alhaija’s view the main challenges the region’s car wash industry is facing are water wastage and the use of chemicals that are harmful to vehicles as well as humans. He says steam cleaning helps save up to 98% water, and cleans and sanitises a car more effectively than with water, the added advantage being that no chemicals are required and the solution gives the vehicle a natural shine. “The traditional car wash technique consumes around 200 litres of water per car but with optima steamer we can wash and sanitize a car effectively by using 2-3 litres of water, which depicts our support towards eco-friendly environment.”

The biggest challenge is the lack of awareness on the advantages and benefits of machine wash technology, says Prashant Nair. “Today, the technology is so highly advanced that we can safely wash vehicles without any parts touching the body of the vehicles, thereby protecting the car. The wash quality can also provide a high quality polish and shine on the surface of the vehicle. The implementation of

Likemanyotherindus-triesthatareadoptingeco-friendlysolutions,thecarwashin-dustryshouldalsotakein-itiativestocontributetoaneco-friendlyenvironment.

HishamAbuAlhaija,President,OxygenCleaningServices


such automatic washing systems is at a slow pace in the region and we hope the service providers will accelerate the process for the benefit of customers and a clean environment. For instance, our solutions including the chemicals used, water recycling process, etc., are environmentally friendly. They are similar to those adopted in other mature markets like USA and Western European countries.” In Bhaskaran’s view, “the mindset of using traditional car wash methods” in particular proves to be a challenge. To overcome that and for the betterment of general environmental health they advocate water conservation extensively and partner with government institutions to address the alarming pro rata water consumption in the region, he comments. “According to FEWA, UAE has the highest per capita consumption of water which is 550 litres per day, three times that of Europe. And UAE has the world’s highest ratio of vehicles to population.”

Looking into the future especially in the light of World Expo 2020, Bhaskaran says the influx of expatriates due to Expo 2020 will work to the industry’s advantage. “United Arab Emirates shines with all its glorious achievements on a global platform, and we make sure their cars do so too.”

Spotlight: Gulf Car Wash - Car Care Expo 2015The car wash and car care industry is excited about the region’s 1st event totally dedicated to this sector. The event will be held 2–4 November 2015 at the Dubai International Convention & Exhibition Centre, Dubai.

“I believe the Gulf Car Wash-Car Care Expo will provide a platform for the car wash industry to congregate and work towards

a mutual goal of water conservation. The networking and discussion of ideas will lead to production of enhanced solution for better results of car washing and its associated products. It will prove to be a beneficial meet for all the companies involved,” says Bijith Bhaskaran.

In Hisham Abu Alhaija’s view, “The Gulf Car Wash - Car Care Expo is a wonderful opportunity for the car washing industry and car care product manufacturers and dealers, since they get the opportunity to exhibit their products and the services under one roof. This event brings all the leading car washing and car care owners together providing excellent business and networking opportunity for those participating in the event.”

“I think and believe that the event is very important as it is happening for the first time in the region. I am looking to announce a franchise programme for a major line of new car wash technology,” says Eng. Khaled Maqableh.

Prashant Nair says, “It is great to know that such an event is being held in the UAE as this will provide more exposure to clients in the region with regards to availability of products and services. It will also enhance customer awareness and knowledge in the area of interest.”

TheGulfCarWash-CarCareExpowillprovideaplatformforthecarwash

industrytocongregateandworktowardsamutualgoalofwaterconservation.

Engr.KhaledMaqableh,GeneralManager,ClassServiceGroup


BUSINESS MATTERS


I f you are the person who believes your business is stuck and that you have tried

everything possible to increase your revenue and it is not working, I am here to tell you that you are looking in the wrong place for the right solution. What if I tell you, that you can increase your profit 30% in 30 days, no matter how successful your business is today or no matter how stuck you believe your business is?

As you cannot erect a building without a foundation, you cannot grow a business exponentially without it’s strong foundation. The following intangible principles are the groundwork that separates good companies from great companies: Personal success recipe, asking the right questions, and creating a team culture.

The personal success recipe • On a daily basis, read books about successful entrepreneurs and successful companies. Learn their philosophy and strategic marketing ideas. Write down these ideas and ask yourself how can you adapt and implement them in your business. • Network with friends that are more successful than you are or maybe already achieved your goals or dreams. Network with the community you live in, join the local chamber and at least one, non-profit organization.

• Hire a mentor or a consultant. A consultant is a person that has over 20 years of experience in your field that can teach you how to avoid many mistakes and direct you toward proven strategies and techniques that produce results.

Did you know that according to the American Small Business Administration: 30% of small businesses fail within the first year?; 50% of small businesses fail within the first 5 years?; 90% of small businesses fail within ten years?

But wait; there is a twist. 90% of franchisees succeed over ten yearsThe question is why?

Forbes magazine conducted a research to find out the five main reasons why many small businesses fail (issue dated September 2013). The five main reasons why small businesses fail include: Not really in touch with customers through dialogue; No real differentiation in the market; Failure to communicate their value propositions to the market; Business owner self sabotage, and leadership breakdown and at the top; Inability to nail a profitable business strategy with proven revenue streams.

As you see, all the above reasons are controllable. Most entrepreneurs fail because of their inexperience in the business world. The outcome of small business can change if and only if the business owner hires a qualified mentor or consultant with a proven record.

The past does not equal the future!

Now you know the answer why franchisees succeed. The franchisors act as the consultant or mentor of the franchisees. They invested time, energy and money into creating a profitable system that the franchisees have to follow.

Asking the right questionsSocrates’ most famous quote is “Life not examined is not worth living.” My mentor, the marketing Guru Jay Abraham, revised the quote to implement into the business world. Jay’s quote is “Business not examined and re-examined constantly is not worth owning.”

As a business owner, you must be asking yourself the right questions every day. Ask questions such as: What can I do to increase dollar per transaction? How can I increase the number of customers? How can I promote our services more effectively? How can I improve customer satisfaction? How can I eliminate bottlenecks? How can I overcome certain challenges? Many times the solution is intangible; therefore it is not visible to the naked eye.

The 3 questions you have to ask yourself everyday are: Why? What? How?

WHY are you in the business? You are not in business to only wash cars, but for something much bigger, to create an experience, to

The groundwork to increase profit 30% in 30 days

AJRassamni


make every client feel and look great every time they get in their car. Can you guarantee your clients will come back for the next service? The answer is, “If you provided them with a great experience and wow service every step of the way, they have no choice but to come back.” WHAT are you in business for? Most people would answer, “to make money”. Well, you’re wrong. You’re in business to solve a problem. People have dirty cars and you wash them. Money is only the measurement of how successful you are in solving the problem and providing an experience at the same time.

If entrepreneurs go into business to solve a problem then why do entrepreneurs create more problems? If you ask car wash consumers what are their main complaints, the top five reasons are: It takes too long; Employees are not friendly; Quality is poor; Site is not appealing; It’s too expensive.

Note that ‘too expensive’ is never an issue unless the consumer has a problem with one of the above four complaints. It’s too expensive is Not a cause, it is an effect. It is not about the money, it is about the value, and it is about what am I getting back for the money I paid.

If you ask car wash owners what are the main problems they are facing, the top five reasons are: Car count is too low; Labour dollar per transaction is too high; Labour productivity is too low; Sales dollar per transaction is too low; Labour percentage is too high; Note that labour percentage too high is not a cause, it is an effect; whenever you solve the above four problems, the fifth reason will be solved automatically.

To get what you want in life, help enough other people get what they

want first.

When you compare side by side the customer complaints to your problems, you’ll notice that every time you solve a customer complaint, your problems are being solved.

Creating a team cultureWhen I bought my latest car wash, we had to implement drastic changes to improve the business.• It was taking about 45 minutes from start to finish to clean a car. I immediately systemized and automated the process, eliminated all bottlenecks, and implemented a teamwork policy. We cut the time from 45 minutes to five. Customers could not believe it. They replied something like, “I haven’t even had time to pay for my car wash, how can it be ready” then they walked around the vehicle to make sure everything was done right. They did not see the value of paying $25 for five minutes of work. We had to slow our process down to twenty minutes for them to see the value. Taking 45 minutes was too long and five minutes did not reflect value, so it is important to find a sweet spot.• We immediately landscaped and painted the property to give the car wash a new fresh look. This first impression makes a business look professional and will drive in more customers who will feel more confident about your business and be willing to purchase higher priced wash and detail packages to maintain the value of their vehicle. • I held a meeting the very night I was handed the car wash keys and told former employees they no longer have a job at the car wash and they would have to reapply. However, it was mostly likely that I would not rehire them as they did not fit the culture I believe in. Luckily, I previously operated another car

wash in the area and called my past employees because they believed in the family culture that we all work as a team for a common goal to serve the customer. Our belief is that the customer is the most important visitor in our business. We are not doing him a favour by serving him; he is doing us a favour by giving us the opportunity to do so.

Why the team culture to serve the customer is so important? Because the American Society for Quality conducted a study and concluded that 96% of the reasons clients stop doing business with a company is because of lack of relationship: 68% of clients are turned away by attitude of service provider; 14% dissatisfied with product or service; 9% lured away by competition; 5% influenced by friends; 3% relocate; 1% die.

People do business with people, not companies.

If you have a good relationship with your customers and they have a problem with your service, they will let you know so you can solve the problem. Do you think your clients can be lured by competition if you have built a strong relationship with them? Do you think their friends can influence them; or rather they influence their friends to come to you because of the strong relationship?

It is imperative that you build the strong foundation as outlined above before you can implement the four ways to increase profit 30% in 30 days.

AJ Rassamni, author of Increase Business 30% in 30 Days, and Dirty Cars, Filthy Rich, is a 27-year car wash veteran and owner of Great American Car Wash in Fresno, CA. You can contact AJ at [email protected]. Website: www.DirtyCarsFilthyRich.com.


HIGH PRESSURE CLEANING

T he burgeoning automotive market in the Middle East offers huge

business opportunities and there is immense potential that manufacturers and suppliers can tap into. Global leaders in innovative cleaning technology solutions have also realised the strong potential in this region and over the past decade have steadily been strengthening their position in the Middle East market. One such player is Nilfisk, a leading provider of advanced cleaning technology solutions worldwide. Swaliha Shanavas speaks to Anders Morup, Regional Manager–Middle East who highlights the tough cleaning requirements in the automotive sector and their specialised machines and industrial pressure washers that can be easily adapted to the cleaning of larger commercial vehicles.

What are the factors that influence automobile washing requirements in the Middle East as compared to other parts of the world?I would like to start by thanking Clean Middle East for inviting me to do this interview. Experience sharing within the industry is very important.

In the Middle East we have a warmer and drier environment than in many other places in the world. Machines are therefore required to be able to work under these often tougher conditions. An example is the need for a high pressure machine to work with a high water inlet temperature. It’s also important that a solution is provided to filter the inlet water as there are often particles in the water like sand, salt, or other elements that can be harmful for a high-pressure machine if they enter the machine.

We see an increasing focus on the environment, but it’s still an area where more awareness is necessary for private and professional people to understand how they can clean their vehicles effectively.

Tell us about the range of solutions Nilfisk offers for the automotive sector. How well positioned are you in the market? Nilfisk-Alto offers a complete range of high-pressure machines and vacuum cleaners for the automotive sector. We have products for customers who use the machines only a couple of times a day, and also those who use the machines continuously throughout the day. Our range includes cold and hot water units

with mobile or stationary solutions that can be adapted to fit the requirement of the end-user.

And it’s not only cars where our high-pressure machines are used for cleaning. We have with Nilfisk-Alto an industry leading range of solutions for the many different cleaning tasks required for heavy and construction vehicles.

We see an increasing emphasis on the environmental impact of cleaning with focus on using less water, detergents and energy. Nilfisk-Alto has a high focus on all these areas and offers industry leading and eco-friendly solutions.

Apart from general cleaning tasks there are more demanding requirements where greasy or harder materials like concrete have to be removed. The best solution is always achieved if the user and the manufacturer discuss different options for a specific task as it not possible to standardise the cleaning task of heavy vehicles in the same way as for normal vehicles.

Industrial-grade products to manage the automotive

industry’s cleaning demands

AndersMorup

What are the solutions and distinguishing features of Nilfisk technology, particularly in the heavy vehicle segment? We have both cold and hot high pressure machines that can handle cleaning of heavy vehicles and our 4 piston full ceramic piston machines ensures that our high-pressure machines will perform even in tough environments and for long continuous use.

For effective cleaning of heavy vehicles it’s important to use the correct accessories. For instance, cleaning of trucks and construction machines an under chassis lance, rotary brush, and foam generator will enhance the cleaning performance. Brushes will add mechanical effect to the cleaning process, breaking down dirt films quickly and facilitating cleaning of bodywork, windscreens, trailers, etc. Special lances are available to facilitate access to parts of vehicles normally difficult to clean, especially the under-chassis and wheel arches. Detergent application can be made in different ways – including using the in-built detergent injectors on the pressure washers.

What are the challenges in heavy vehicle cleaning and how do you provide technologies that deliver superior results? Tough Cleaning tasks such as cleaning of heavy oils and greases from larger transport vehicles may require higher temperatures and higher pressure and water flows. Machines such as our industrial hot water pressure washer Neptune 7 will then be perfectly adapted to the cleaning of larger commercial vehicles.

It’s often believed that higher the pressure of a machine the better the performance when cleaning normal and commercial vehicles. Pressure levels of 70 –100 bar are normally sufficient for general vehicle cleaning to avoid damaging the surface and doing a good cleaning job especially when accompanied by the use of hot water (50 C) and detergent. For tough cleaning tasks a higher pressure might be required, but often a more effective result is achieved through water flow, higher temperature water, use of detergent and right accessories.

Engine Cleaning may be done at higher temperatures also for degreasing purposes. However,

lower pressure levels should be used – or additional distance placed between nozzle and surface – in order not to damage the more delicate surfaces and motor components.

Cleaning of construction tools, vehicles, and machinery are also done effectively with high-pressure machines. The aim is to ensure durability and efficiency of tools and machinery (protect investment) by ensuring that all dirt is removed after use. Loose dirt and dust, sticky mud, dried or drying concrete can be removed from diggers, concrete mixers with the aid of rotary lances to increase blasting power.

Special applications where our machines are used include graffiti removal using wet soft-blasting technique, sandblasting of rust, or use for paint stripping, drain cleaning and unblocking using a range of drain cleaning nozzles and pipes, and elimination of flood water using water suction kits.

What are your latest introductions? The recently introduced range includes our medium and high range of cold water high-pressure machines where the top models feature our premium, long-life C3 and NA6 pumps which are 4 ceramic piston pumps with inlet temperature up to 85 degrees. A new innovative 4-in-1 lance has just been introduced and you can easily change between nozzles making cleaning even easier.

Nilfisk-Alto has based its professional range of high pressure washers on 50 years’ experience of cleaning. I would like to take the opportunity to invite your readers to visit www.nilfisk-alto.com learn more about our solutions.


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