GFC offers opportunity for mobile car cleaning franchises to reposition as Nanotek

While other franchises put their foot on the brake during the GFC, Australian owned international mobile car cleaning franchise Ecowash Mobile have redeveloped, fine-tuned and rebranded as Nanotek , laying a strong foundation for future growth.

Market research revealed a need for better brand understanding which sparked the decision to rebrand. Nanotek CEO Jim Cornish explained the car cleaning franchises invested $300,000 over the past 12 months to ensure that market perception of the new brand matched internal company perceptions.

The GFC allowed the franchise an opportunity to gain market share by repositioning.

“We used our time productively during the downturn to analyse the brand extensively and determine the best ways to improve and optimise our offering,” Cornish said.

The car cleaning franchises future focus is on existing markets and they plan to use the new Nanotek brand to provide a platform for growth, aiming to have over 70 mobile units nationally by the end of 2011 and 100 mobile units in 2012.

Nanotek expect revenues from Australia to reach over $6 million and $15 million worldwide from franchise locations in Europe, the Middle East and the USA.

Nanotek’s liquid polymer nano-technology is exclusive to the car cleaning franchises, waterless and according to Cornish, far superior to any other product on the market. It was important for the new brand to encapsulate that core value proposition.