Overview
While managing analytics, OKRs, and KPIs for two Splash Carwash sites, I identified an untapped market segment: vintage and exotic car owners seeking premium detailing services tailored for concours-level standards. The goal was to create a specialized service line that addressed this niche audience while also elevating Splash’s brand as a trusted destination for high-end automotive care.
The Challenge
Splash had a solid reputation for high-end detailing, but there was a gap in serving the vintage and Concours community. The main barrier was that Concours-level car care required certified techniques. Without the proper training, staff weren’t equipped to handle the needs of these discerning clients. The challenge was to secure buy-in from management to invest in the necessary certifications, build trust with a new client base, and market the new offering effectively.
My Role
I spearheaded the development and launch of The Concours d’Elegance service line. This included:
- Pitching the business case to management, outlining the opportunity in the vintage market and the revenue potential
- Coordinating certification courses for select team members to gain the skills required for concours-level detailing
- Developing a marketing strategy to position the new service line as the go-to option for collectors and enthusiasts
- Building partnerships and outreach campaigns to engage local vintage car clubs and high-end dealerships
Strategy
I began by analyzing the competitive landscape and speaking with vintage car owners to understand their pain points. Many were traveling long distances or working with private detailers for concours preparation. After identifying this gap, I convinced leadership that investing in staff certification would not only unlock a new revenue stream but also differentiate Splash from local competitors.
Outcomes
Once the certification was complete, I worked with the marketing team to craft a targeted campaign that spoke directly to vintage car owners. We focused on messaging around precision care, concours standards, and trust. I also designed a sales training module to help frontline staff upsell The Concours d’Elegance to the right customers.
Within three months of launch, The Concours d’Elegance drove a 300% increase in revenue at the two pilot sites during peak months. The certification opened doors to partnerships with car clubs and high-end dealerships, helping Splash become known as the go-to for vintage car care.
Why It Mattered
This project demonstrated how a niche product, backed by specialized expertise, can unlock new markets and drive revenue. By identifying a specific audience, tailoring services to their unique needs, and executing a targeted marketing strategy, we turned an untapped segment into a sustainable revenue stream for Splash Carwash.
