New research indicates a growing demand among Polish drivers for faster, higher-quality car washes, signaling a potential shift from self-service to express tunnel car wash options. Despite low current usage, demand is rising, particularly in major cities, driven by consumers willing to pay for speed, convenience, and vehicle preservation.

With over 28 million registered vehicles, Poland has one of the highest rates of car ownership in the EU. But while more people own cars each year, how Poles clean their cars remains surprisingly traditional. Self-service car washes remain the standard in Poland, while fully automatic tunnel washes, widespread across Western Europe and the United States, remain relatively uncommon. 

However, new market research from Synthesis Consulting Group on behalf of PRO BRO Express, an international franchise network of express tunnel car washes, suggests this is about to change. The analysis, which surveyed over 1,000 car owners in six major cities in Poland, found that more drivers want fast tunnel washes and are willing to pay more for quick, higher-quality service, especially in urban areas such as Warsaw, Kraków, and Gdańsk.

This rising demand and interest in express tunnel car washes point to a strong case for investors seeking a reliable alternative to traditional investments. For those interested in franchising opportunities, the study highlights that express tunnel car washes could fill a significant market gap in Poland.

Consumers are willing to pay for speed and quality

Contrary to the popular expectation that price will be the primary barrier to uptake of express car washes, the data indicate that Polish customers are prepared to pay for a faster car wash. 79% of respondents indicated that they would pay up to 50 PLN (~11.6 EUR) for one express tunnel wash, which is in line with mainstream European market rates. Interestingly, the perceived average cost of washing was even below users‘ willingness to pay, implying pricing space for premium offerings.

“Monthly car wash and cleaning expenses further support this trend, as nearly 14% of respondents already spend over 200 PLN per month (46 EUR) on car care, and 15% use or purchase subscriptions. In Warsaw alone, residents spend an average of 236 PLN (55 EUR) on washing and cleaning, showing a readiness for high-quality services,” says Kristijonas Bakutis, Head of Business Development at PRO BRO Express.

Today, express tunnel washes fall within what researchers call the “medium awareness, low usage” category. As many as 55% of Polish drivers are familiar with express tunnel washes, but few have tried them. By contrast, 73% of drivers in Lithuania are aware of express tunnel car washes, a market that has seen widespread adoption of the technology in recent years.

“This gap points to a clear opportunity: Poland is not lagging in demand, but it simply hasn’t been offered the supply. As awareness and hype build, especially through advertising and new location openings, express tunnel usage is expected to grow,” says Kristijonas Bakutis. “The express tunnel model has already proven itself in the Baltics as highly effective at washing large numbers of cars, while the subscription approach brings recurring revenue, making it attractive for investors who value stable, predictable returns.”

Poland offers particularly favorable conditions for the growth of express tunnel car wash services. The country has 28 million cars on the road, and most drivers wash their vehicles about 10 times a year. By introducing a subscription-based format, which has already succeeded in Lithuania and Latvia with similar climates, drivers can easily triple their washing frequency. Fast wash times and convenient city locations support the move toward regular, quality car care as part of daily urban life.

Habits are changing slowly but surely

While spontaneous trips still account for the majority of car wash visits (54% occur on the way to work or while running errands), 46% of Polish drivers now plan dedicated time for car wash visits. The trend reflects a gradual normalization of car cleaning as a routine, much like oil changes or tire checks, rather than an impromptu activity.

Furthermore, 28% of users say they wash their car regularly regardless of dirt, while 60% respond to visible grime. Such a practice is akin to early-stage markets in other countries before express tunnel car wash became a standard. Just as in Lithuania a few years ago, increased exposure and advertising could help accelerate the shift in consumer behavior.

“The numbers show that people in Poland are starting to change how they think about car washing. There are more and more drivers who are extremely dedicated to having their cars immaculate and prepared to spend a bit more, and who are extremely open to new products or services.  These ‘car care enthusiasts’ are just the kind of early adopters that could help make express tunnel washes more popular,” concludes Kristijonas.