Car Love Reigns In America

Cupid Strikes This Valentine's Day - But With Cars, Since Life's Most Precious
   Moments Involve Them; Meanwhile, 73 Million Car Slobs Estimated In U.S.

    CHICAGO, Feb. 11, 2003; Americans love their automobiles so much
that they converse with them, name them, adorn them with trinkets, and involve
them in some of life's most significant and personal moments.  A survey among
1,000 U.S. car owners by the International Carwash Association (ICA) found
that a vast majority of respondents -- 84 percent -- feel affection or emotion
for their cars, equaling an estimated 116 million smitten drivers*.
    A snapshot of America's "car love" habits:

    -- 90 percent of all car owners sing in their cars.
    -- 60 percent hold conversations with their cars.
    -- 50 percent of car owners have kissed or "made out" in their cars.
    -- 27 percent have made love in their cars.
    -- 27 percent give their cars "pet" names.
    -- 20 percent hold meetings in their cars.
    -- 10 percent got engaged in a car, or knew someone else who did.

    Yet the poll, conducted to better understand people's relationships with
their cars compared with their habits caring for them, found that neglect --
as in any relationship -- can result in decay.
    Although 62 percent of car owners believe car appearance is essential, 53
percent of car owners wash their cars less than once a month -- and 16 percent
never wash their cars.  This translates into 73 million grimy automobiles
among all 138 million registered vehicles in the United States.  Even worse:
61 percent of respondents admitted to leaving garbage in their cars, and 27
percent say their car stinks, or used to, because of it.
    "It's ironic: People say they feel car love, but they don't practice it by
keeping their cars clean," observed Courtney Caldwell, founder and publisher
of American Woman Road & Travel and a leading authority on all things auto.
"A number of environmental car culprits -- bird droppings, acid rain and salt,
for example -- can harm your car's finish in just a couple days. If you're not
washing your car professionally at least once or twice a month, you're risking
damage."
    Nearly $24 billion a year is spent battling automobile corrosion damage, a
cost absorbed by consumers in three ways: Funding auto manufacturer efforts to
research corrosion-resistant paints and coatings, fixing damage caused by road
or sea salt, or corrosion-related depreciation of cars. According to auto
trade-in experts such as Kelley Blue Book, cars in excellent mechanical
condition and appearance can be valued as much as $1,500 higher than those in
good or fair condition.
    "One in four car owners believe that a dirty car reflects poorly on a
person," said Mark Thorsby, executive director of the ICA.  "Aside from the
satisfaction professional car washes provide from an image perspective --
since, after all, most people care about how they portray themselves -- many
of us forget that professional washes and details actually save us money in
the long run by protecting the investment we've made in our cars.  In
addition, they are much better for the environment than at-home washes, which
can use twice as much water and pollute local lakes, rivers and streams."
    Other highlights from the ICA Car Love survey:

    -- 38 percent have had their car play a significant role in a wedding
       ceremony or honeymoon, or knew someone else who did.
    -- 36 percent decorate the interior with trinkets such as fuzzy dice,
       steering wheel covers, etc.
    -- 34 percent made a life decision in their cars.
    -- 26 percent were told they were loved for the first time in a car, or
       knew someone else who was.
    -- 22 percent displayed pictures of their cars.
    -- 19 percent "hang out" on their car rooftop.
    -- 9 percent conceived a child in a car, or knew someone else who did.
    -- 4 percent have celebrated their car's birthday and/or anniversary.
    -- 4 percent have been named after a car (or knew someone else who had).

    To educate drivers about the importance and value of professional car
washes as part of overall car care, the ICA has launched http://www.carlove.org , an
online resource containing factual and entertaining information and tips about
professional car washes and their benefits. Specific sections of the site
include:

    -- Car Wash Facts: Provides a wealth of information about professional car
       washes, including why they help protect your vehicle investment and how
       they are a smarter choice for the environment.
    -- Car Wash Wizard: Offers a professional car wash "prescription" based on
       the state in which you live and drive.
    -- Quiz: Are You A Car Lover or Leaver? An interactive quiz profiles each
       taker's approach to car care: Is their car love for real, or is it all
       smoke and mirrors?
    -- Photo Gallery: A lighthearted and telling montage capturing dirty cars
       at their worst.
    -- Love Stories and Cool Stats: Details real-world car love stories and
       surprising statistics.
    -- Sweepstakes Entry - Win A Year of Free Car Love: Site visitors can
       register to win one year of car love - a $10,000 value - that includes
       a variety of free products and services such as professional car washes
       and detailing services, gas, car and/or insurance payments, and car
       stereo equipment.

    About the International Carwash Association
    The International Carwash Association (ICA) is a non-profit trade
association serving 3,000 businesses in the United States, Canada and
overseas.  Membership includes car wash operators, equipment manufacturers,
distributors, and related suppliers. ICA members represent approximately
25,000 car wash and car care locations in North America.

    * Based on U.S. State Motor Vehicle Registration figures, 2001.