El Car Wash opens seventh Michigan site with second Novi wash
The Miami-based chain adds a Novi Town Center location and plans a Detroit opening later this month as it builds density across Metro Detroit.
By The Car Wash News Staff
3 min read
El Car Wash has opened its second location in Novi, Michigan, bringing the chain's footprint in the state to seven washes. The new site sits at Novi Town Center, 26100 Novi Road, according to reporting from Professional Carwashing & Detailing.
The Miami-based operator first entered the Michigan market in 2024, when it became the official carwash of the Detroit Lions. The company said the second Novi wash responds to local demand and expands access to its network in the region.
Continued Metro Detroit growth
El Car Wash is not slowing its Michigan push. The company said its next location, at 18155 Mack Ave. in Detroit, is expected to open later this month. CEO and co-founder Geoff Karas framed the strategy around building density in high-demand markets, describing the approach as focused on disciplined expansion and strong site selection.
Karas said opening a second Novi wash allows the company to "satisfy more customers" while continuing to grow membership. He tied the Novi and Mack Avenue openings together as part of the same regional momentum.
Across its entire network, El Car Wash operates more than 100 locations and counts more than 550,000 members, positioning it as one of the faster-growing retail brands in the country.
Community tie-ins
The company planned a grand opening event for the Novi Town Center site on Sept. 12, bringing together customers and local organizations, including the Novi Bobcats. El Car Wash has consistently paired new market entries with local partnerships, a pattern that began with its Detroit Lions sponsorship and continues through community events at individual site openings.
Why it matters for operators
El Car Wash's Michigan expansion illustrates a market-density strategy that many multi-site operators are pursuing: rather than spreading thin across a wide geography, the company is clustering washes in specific metro areas where it already has brand awareness and membership traction. Opening a second wash in a single suburb like Novi signals confidence that local demand can support two nearby sites without simply cannibalizing one another.
For operators watching competitive dynamics, the pace here is notable. A second Novi site and a Detroit opening in the same month reflect an aggressive but deliberate rollout, one anchored by a high-profile sports sponsorship that generates regional visibility. Independent and regional operators in Metro Detroit should expect intensifying competition for unlimited-wash memberships, which reward density and convenience.
The community event approach is also worth noting. Tying grand openings to local groups builds goodwill and generates foot traffic at launch, a low-cost tactic any operator can replicate. As larger chains grow membership month over month, smaller operators may need to lean harder on local relationships and service consistency to defend their customer base.
