The Digital Future of Vehicle Cleaning
Interview with Michael Drolshagen, CEO of WashTec AG
As the world market leader in car wash technology, WashTec AG has always focused on innovation, quality, and technical superiority. Faced with the challenges of a dynamic market, the company now clearly focuses on digitalization and sustainability. In the interview, CEO Michael Drolshagen, who joined WashTec last May, talks about his vision and strategies for the future.
Wirtschaftsforum: Mr. Drolshagen, after your leadership positions at Porsche and Thyssenkrupp, what motivated you to move to WashTec?
Michael Drolshagen: I chose WashTec because I saw an opportunity here to initiate a real process of change. My goal is to further develop the corporate culture and to consistently advance digitalization. As a full-range supplier in the field of car wash technology, we aim to offer excellence in both product development and service, increase efficiency, and at the same time ensure the highest quality. It is particularly important to me that our employees are actively involved in this process and can contribute their ideas.
Wirtschaftsforum: What is the current market situation like?
Michael Drolshagen: The market is changing. In Europe and North America, we see stagnating developments, while in the USA there is strong growth in automated car washes. The demand for fast, efficient, and high-quality solutions is continuously increasing. At the same time, customers are placing more and more value on sustainability – a challenge that also offers us opportunities.
Wirtschaftsforum: What sets WashTec apart from other providers in the industry?
Michael Drolshagen: We offer the entire spectrum from rollover to tunnel wash systems and focus heavily on digitalization. With features such as automatic license plate recognition or app-based payment, we enable a modern and convenient washing experience. Our customers can rely on efficient, user-friendly, and reliable solutions.
Wirtschaftsforum: Smart technologies are increasingly becoming part of the ongoing digitalization. What plans do you have in this area?
Michael Drolshagen: Digitalization is an essential part of our strategy. We have already implemented many digital solutions that help our clients to operate their wash facilities efficiently. These include remote monitoring of systems, analysis of wash numbers, and the ability to plan maintenance work proactively. We are working on further expanding these digital solutions and developing new products that meet the needs of our customers. One example is our configurator, which enables our sales teams to tailor the systems individually to the customers' needs.
Wirtschaftsforum: What innovations can we expect in the near future?
Michael Drolshagen: We plan to introduce a new product in the self-service car wash area in 2026. This product will be equipped with innovative features that will enable customers to clean their vehicles conveniently and efficiently. In addition, we will continue to develop our existing products to meet the latest technological standards. An important aspect is the integration of digital payment systems, which offer customers a simpler and faster washing experience.
Wirtschaftsforum: What role does sustainability play in your corporate strategy?
Michael Drolshagen: Sustainability is of central importance to us. We have developed innovative chemical products that are biodegradable, and we focus on water treatment to minimize freshwater consumption. Currently, up to 90% of freshwater can be saved with a water reclamation plant. We want to give our customers the opportunity to wash environmentally friendly without compromising on quality. In addition, we have also made progress in chemical development to offer environmentally friendly solutions that are also effective.
Wirtschaftsforum: What does the future market strategy of WashTec look like?
Michael Drolshagen: We are focusing on the markets in Europe and North America, where we see great potential. At the same time, we are monitoring the Middle East, which also offers interesting opportunities. We intend to expand our presence in these markets and provide our local customers with excellent service. In doing so, we will continue to develop our digital solutions to increase the efficiency and quality of our services. Furthermore, we plan to invest in new technologies to stay competitive.
Wirtschaftsforum: What challenges do you see in the industry for the coming years?
Michael Drolshagen: One of the greatest challenges will be the shortage of skilled workers, which we are experiencing in many technical professions. We need to ensure that we can attract and retain talented employees. Moreover, we must continuously adapt to changing market conditions and customer needs. Digitalization will continue to be a driving force, and we must ensure that we keep up with the latest technologies. Lastly, sustainability is becoming an increasingly important topic, and we must proactively develop solutions that meet the requirements of our customers and the society.
Wirtschaftsforum: How do you see the future of WashTec?
Michael Drolshagen: I am optimistic about the future of WashTec. We have a strong team and a clear strategy that focuses on innovation and sustainability. I believe that we are capable of further expanding our market position and continuing to offer our customers excellent products and services. Investments in digitalization and sustainability will help us stand out from the competition and enter new markets.