Prestige Auto Spa NJ hits five-year mark after $1M in upgrades
The family-owned full-service wash in Toms River credits employee promotion and customer service for growth as it eyes a potential third location.
By The Car Wash News Staff
3 min read
Prestige Auto Spa NJ, a family-owned full-service car wash and automotive care business in Toms River, has marked five years under current ownership, pointing to nearly $1 million in facility investment as the foundation of its growth. Led by managing partner Jeff Kovatch and operating partner Jorge Mendoza, the company has modernized equipment and expanded services since acquiring the site in October 2021, according to reporting from Professional Carwashing & Detailing.
The location at 883 Fischer Blvd. serves Ocean and Monmouth counties and has accumulated more than 4,100 Google reviews at an average of 4.9 stars. It counts over 1,600 monthly membership customers through its unlimited wash programs.
Investment in equipment and a full-service model
Over five years the business has upgraded its MacNeil tunnel with new brushes, advanced chemical systems, improved blowers, modern vacuum equipment, electrical work, flooring, lighting and signage. Kovatch said the company has invested nearly a million dollars because customers deserve the best, but he stressed that staff, not hardware, set the operation apart.
Prestige has deliberately held to a full-service approach as much of the industry consolidates under corporate and private equity ownership. Beyond washing, the company offers interior vacuuming, window cleaning, detailing, ceramic coatings, window tinting, oil changes, light mechanical work, headlight restoration and care for luxury and exotic vehicles. Mendoza oversees daily operations, equipment maintenance and service quality.
Promoting from within and community ties
Employee advancement is central to the company's approach. Mendoza started as an hourly employee and became an equity partner within two years of Kovatch's purchase. General Manager Jeff Brooks began as an hourly cashier before moving into management after one year. Kovatch described watching an entry-level worker grow into leadership as one of the most rewarding parts of ownership.
The business provides services to local police and fire departments, first responders, hospitals, municipal fleets and federal agencies, and supports local charities and schools.
Growth at Toms River fueled expansion into Wayne, New Jersey, in September 2025, a second location that received roughly $750,000 in renovations and recently celebrated its first anniversary. The company says preliminary discussions are underway about a possible third site.
Why it matters for operators
Prestige offers a counterpoint to the express-exterior, high-volume model that dominates industry expansion. Its reported results, more than 4,100 reviews at 4.9 stars and 1,600 monthly members, show that a labor-intensive full-service format can still build loyalty and recurring revenue in a competitive market. For independents weighing whether to sell or compete against consolidators, the case suggests that bundling detailing, tinting, oil changes and mechanical work can create a differentiated local brand that larger chains do not replicate.
The promote-from-within story also carries practical weight. In an industry where labor turnover is a persistent cost, elevating hourly workers into management and even ownership can anchor retention and institutional knowledge. Operators should note the sequencing here: steady reinvestment in equipment and experience at one site generated the cash flow and credibility to fund a second location and consider a third. Disciplined, self-funded growth remains a viable alternative to rapid rollout strategies.
