FARGO-Custom Express Car Wash, a new contender in the local car wash scene, is looking to clean up.
"Custom Express Car Wash is not here to participate. They're here to take over the Fargo-Moorhead area," said Jason Gehrig, owner of the car wash that opened Feb. 1 at 4682 32nd Ave. S., in Fargo.
Gehrig said the business, whose goal is to "provide a clean, dry car and get you back on the road in a timely manner," has received a warm welcome.
"Two weeks ago we washed almost 800 cars in one day. We're averaging 300-400 cars a day, minimum," Gehrig said, adding that kind efficiency comes from using a conveyor-belt based system.
"You don't have to worry about chain and rollers scratching your (wheel) rims. You're in and out in minutes," said Gehrig, who also owns and operates Fargo Custom Truck and Auto Shine, which he described as the area's largest truck and auto reconditioning and collision center.
Gehrig said he intends to open more Custom Express car washes in the next few years, but nothing is definite at this time as far as details go, or the number of washes he plans to open.
He said the car wash can process 150 vehicles an hour and it uses a chemical mix that results in a cleaner vehicle than many customers may be used to getting from a car wash.
Gehrig said it also offers a number of discount packages which involve customers providing a credit card number that gets billed monthly.
For example, the lowest priced discount package costs $29.95.
With that, a customer can get their car washed once a day for 30 days.
The basic price for that level of car wash is $10 each time without the discount package applied.
When Gehrig sings the praises of his new business, he isn't shy about throwing shade on perhaps his biggest competitor, Don's Car Washes, which have been doing business in the area for many years.
For it's part, Don's isn't worried, said Dan Durr, president and CEO of Don's Car Washes, which is based in Fargo.
Durr said a number of car wash operations in the area offer conveyor-belt washes similar to Custom Express, and he said given the area's population there is enough business to go around.
"Fargo is big enough to support several car washes. I wish him the best of luck," Durr said of Gehrig.