ISTOBAL Celebrates 75 Years of Innovation and Growth
By Meline Beach
Celebrating 75 years of innovation, ISTOBAL S.A. has established itself as a global leader in the design, manufacture, and marketing of vehicle wash and care solutions.
While the company’s roots are in Spain, its impact in the U.S. is a testament to how decades of expertise, adaptation, and forward-thinking innovation can shape a market.
Expanding to the U.S.
The immense potential of the North American carwash sector, particularly in the commercial segment, drove the decision to expand into the U.S. ISTOBAL recognized the chance to offer a new, but well-established alternative in carwash solutions as the market presented a unique opportunity for the company to showcase its well-engineered products, exceptional service, and dedication to the carwash experience.
ISTOBAL first entered the North American market through a distributorship but it didn’t take long for the company to realize that there was an opportunity, and a need, to establish a larger presence. As a result, the company established ISTOBAL USA, a subsidiary of ISTOBAL S.A., in 2009. With continued growth, the company required a larger space, more employees, and a dedicated facility to support the North American market. In 2011, ISTOBAL USA found its home in Bristol, Virginia, where it remains today in a 125,000 sq. ft. facility that designs, builds, and ships across North America.
This manufacturing facility enabled ISTOBAL to customize equipment for the U.S. market, improve support, and reduce shipping times. In 2021, the company expanded again by acquiring one of their distributors in San Marcos, California. This move helped ISTOBAL expand in the Pacific region, leading to new partnerships and better factory service.
“Adaptation, dedication, and a customer service mindset are what sets us apart from many of our competitors,” says Ian Burton, North American Director of Sales at ISTOBAL USA. “We listen to what our customers need and to what’s happening in the carwash industry.”
ISOTBAL’s expansion to the U.S. not only strengthened its global footprint but also reinforced its commitment to technological advancement, sustainability, and superior customer service. As ISTOBAL celebrates its 75th anniversary milestone, its legacy of knowledge and continuous improvement continues to drive the development of cutting-edge equipment that redefines the carwash experience that we know today.
Continuous investment in research and development drives ISTOBAL’s ability to deliver advanced solutions, reinforcing its position as a leader in the carwash industry. Over the past 18 months, ISTOBAL USA has focused on developing and refining equipment tailored to the unique needs of North American operators. Key advancements, such as the M’WASH PRO rollover and T’BRUSH tunnel module, respond to industry demand for flexible and high-performance systems.
“Researching the shortfalls of current equipment, even our own, leads us to develop niche products that overcome current limitations to meet customers’ needs,” says Burton. “This is what led ISTOBAL USA to develop our extended-height and extended-width rollover options and launch the T’BRUSH tunnel module, bridging the gap between traditional rollovers and the high cost of express tunnels to better serve the diverse needs of customers.”
Burton adds, “As ISTOBAL USA charts its course forward, it remains steadfast in its mission to deliver cutting-edge carwash solutions that empower operators and elevate the customer experience.
Balancing European Roots with American Expectations
ISTOBAL’s Spanish roots have shaped its approach to carwash technology, focusing on minimizing water, energy, and chemical usage. Sustainability is a core principle for ISTOBAL, and while the parent company provides a global framework, ISTOBAL USA continues to invest in local technological advancements. As a result, the two markets have distinct expectations for their carwash solutions.
“Here in the U.S., we expect a show – lights, signage, and even scents,” says Burton. “However, the same expectation is not there for most European customers. The approach there seems to be much more utilitarian in focus.”
ISTOBAL USA benefits from engineering most of its equipment to meet European standards and norms, which often prioritize the highest levels of efficiency and sustainability.
“This means that our equipment generally uses less water, less power, and less chemicals than equipment designed in less sustainability-focused markets,” says Burton. “For us, we try to find the middle ground between our European roots and American expectations. We have European-engineered efficiency, along with the opportunity to customize our customers’ equipment and site to match their customers’ expectations.”
The ability to blend European efficiency with American consumer expectations has become one of ISTOBAL USA’s greatest strengths. The company offers highly customizable equipment, allowing operators to tailor their systems to meet specific market demands while maintaining the sustainability benefits of ISTOBAL’s engineering expertise.
By staying attuned to industry trends and listening to customer feedback, ISTOBAL USA continues to refine its offerings to align with the evolving needs of carwash operators across the U.S.
Supporting Local Economies
ISTOBAL USA’s impact extends beyond the carwash bay. The company embraces the philosophy of “thinking globally, acting locally”, ensuring that its innovations not only benefit individual operators but also contribute to broader environmental and economic initiatives.
“Our commitment to community impact is primarily manifested through a global focus on environmental responsibility and local economic support,” says Burton. “As pioneers in sustainable carwash solutions, we develop integrated technologies that significantly reduce water, chemical, and energy consumption. This global thinking translates into local action by helping our clients – carwash operators in various communities – to run more environmentally friendly businesses.”
Burton adds, “Moreover, we strive to support local economies by working with local vendors and small businesses whenever possible. This approach stimulates economic activity in the communities where our products are used and our employees live.”
In the workplace, ISTOBAL USA is committed to creating a safe and healthy environment for employees worldwide. This commitment extends beyond their immediate team to include the end-users of their products, ensuring that carwash operators and their customers benefit from safe, efficient, and environmentally friendly equipment.
Looking to the Future
As ISTOBAL USA looks ahead, its focus on continuous innovation, market expansion, and customer value ensures it will remain a trusted partner for carwash operators. With 75 years of experience, ISTOBAL leverages cutting-edge technology to deliver high returns for carwash businesses and a fast, convenient experience for users. Inspired by technological progress, the company has proven its ability to expand and evolve with market demands while staying true to its roots. Here’s to 75 years of excellence – and many more to come!
Meline Beach is a Toronto-based communications practitioner and frequent contributor to Convenience and Carwash Canada. In addition to freelance writing, Meline provides communications and public relations support to businesses across Canada. She can be reached at www.mlbcomms.ca.
