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English Español Christ AG shows new DNA at Car Wash Days

PetrolPlaza stopped by Christ AG's new series of small events Car Wash Days to see the latest innovations from the German manufacturer of car wash systems.



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Author: Oscar Smith Diamante

With trade shows and exhibitions unable to take place in today’s world, suppliers have endured difficulties to reach customers and enjoy that one-to-one sales experience. The German company Otto Christ AG, a leading manufacturer of car wash systems, decided to take matters into its own hands and organize its own series of events.

The Car Wash Days offer professionals from the vehicle washing industry an opportunity to see the Christ AG products in person at the factory in Benningen. Under the motto ‘Meet The Big Five Of Christ,’ the supplier gathered around 20 industry players last week to display the new DNA of the company – a sharper design with new technology for its wash systems.

Up to 18 different innovations were presented for its roll over wash units, wash tunnels, self-service wash bay systems, payment systems, washing chemicals and accessories.

Visitors could meet a wide range of Christ AG employees that would typically not be at an exhibition, such as the technical engineers and software programmers that have built the new concepts. Attendants also seemed to enjoy mingling with their peers in these isolated times.

“If we can’t go to our clients we can bring them to us,” says Marko Maričić, International Sales Director. “The reaction has been overwhelming. So far we have done over 15 day events and we have had to extend the dates until March of 2021 due to the demand. Originally, the Car Wash Days were going to end in December.”

Christ AG keeps a close eye on the changing regulations of Bavaria for the limitation of gatherings. On some days they can have above 20 while on others they can only have 10 visitors at the factory.

“During Corona times, with enough distance, the hygiene measures and a great daily program, the Car Wash Day Event was successfully carried out with a limited number of people. Beside the great presentations of the car washes and self-service products, you could also get an exciting insight into the company from development and production to control and logistics,” says Daniel Eng, Managing partner at Wyss Tankstelle, a Swiss retailer.

A new DNA for Christ AG

At the Car Wash Days in Benningen, the German manufacturer not only showed its newest innovations but also made an effort to display the new DNA of the company, which is embodied by the CADIS and VEGA roll over wash systems.

The new light blue LED lighting, what they call ‘BLADEs’, is a new design feature with which they want drivers to immediately recognise a Christ wash system. Both roll over wash units are modular concepts that allow car washes and petrol stations to add features according to their needs, just like modern cars.

“The concept is similar to that of an automotive company. You can have a BMW 5 with the basic equipment or have a premium model with all the services. That’s what our concept is like,” says Maričić.

The company took into account the end user’s experience when creating the new concept – they spoke about how they wanted the rims to be cleaner, the windows to be drier, a better position of the car in the roll over wash unit, and other elements.

When asked about what brought about the new DNA, Otto Christ, CEO of Christ AG, says there is no magic to it. “It was actually very simple, just like cooking – you put the right ingredients in the right pot at the right time.”

Founded in 1967, Christ AG is a family business with over 1,500 employees that wants to reach the “next level” in the car wash business by launching a new product line under a modern image. Judging by the experience at the Car Wash Days, it looks like they may just do that.

 

By Oscar Smith Diamante 

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