EWC opens 17th Michigan Clean Express site in Bloomfield Hills

Express Wash Concepts (EWC) has opened a new Clean Express Auto Wash at 40 E. Square Lake Blvd. in Bloomfield Hills, Michigan, marking the brand's 17th location in the state. According to reporting from Professional Carwashing & Detailing, the Columbus- and Detroit-based operator now runs 142 express carwash sites across nine markets, including Detroit, Flint, Toledo, Cleveland, Pittsburgh, Columbus, Cincinnati, Greater Dayton and Hampton Roads.

The opening reflects EWC's ongoing push into Mid-Michigan and Greater Detroit. Founder and CEO John Roush framed the growth as a long-term regional commitment, saying the company's aim is to build "Detroit's leading express carwash company" through investment in staff, customer experience and community programs.

Michigan expansion continues

EWC has two more Michigan locations under construction, both in the Greater Flint area. Sites at 2474 W. Hill Rd. in Flint and 1211 S. Irish Rd. in Davison are expected to open before the end of 2026. The steady buildout signals that EWC is prioritizing density in markets where it already has an established presence rather than spreading thin across new regions.

To drive traffic during the launch, the Bloomfield Hills location is offering free "Ceramic 4 Ultra" signature washes, valued at $26, from July 17 through July 26. New members can also join the Wash Smart Unlimited Club at 50% off the top wash package for their first three months, a familiar tactic for converting grand-opening visitors into recurring subscription revenue.

Community tie-in

EWC paired the opening with a fundraising campaign for CARE House of Oakland County, a nonprofit focused on child abuse prevention and treatment. For every new membership purchased during the event, Clean Express will donate $10 to the organization. The wash is also selling $50 gift cards for $25, with proceeds going to CARE House. Those gift cards are redeemable at any Clean Express or EWC location.

Why it matters for operators

EWC's Bloomfield Hills opening is a textbook example of how large chains use grand-opening events to seed membership rosters and generate local goodwill at the same time. The free-wash window builds first-visit volume, while the half-price three-month membership offer is designed to lock in unlimited-plan subscribers before the discount expires. Operators evaluating their own launch playbooks should note how the promotion pushes customers toward the top-tier package rather than an entry-level plan.

The charity component does double duty. Tying donations to new memberships gives customers a reason to sign up now and generates community coverage that money can't easily buy. For independents competing against a chain adding density in their market, the takeaway is that EWC is building clusters rather than isolated sites, which strengthens brand recognition and makes unlimited memberships more valuable to customers who can wash at multiple nearby locations. Watching where these clusters form can help smaller operators anticipate pricing and marketing pressure in their trade areas.