In today’s car wash industry, chemical suppliers are everywhere. But partners? Those are rare. For John Richard, Founder and President of DSI Car Wash Solutions, that distinction made all the difference.
What began as a search for a replacement chemical vendor evolved into a transformative partnership — one that has helped DSI deliver outstanding results for its customers, scale operations more efficiently and align with a brand that shares its values. That partner was Turtle Wax Pro.
The Catalyst: A Vendor Exit, a New Opportunity
When DSI’s original chemical line was discontinued due to an acquisition, it left the company at a crossroads. John and his team weren’t interested in just finding another drum supplier. They were looking for a relationship — someone who could support their commitment to overserving customers, not just fulfilling POs.
“If we can’t sit down for lunch or a drink with someone, we’re probably not going to do business with them.”
That mindset would become the foundation for how DSI evaluated potential partners and, ultimately, why Turtle Wax Pro stood out.
The Fit: Turtle Wax Pro’s Brand Power Meets DSI’s Service DNA
DSI runs its business on meticulous execution: spotless back rooms, tightly organized chemical installs and a customer service model built around consistency and care. That’s why it mattered when Turtle Wax Pro not only showed up for initial installs—but insisted on being part of every future conversion.
“Even when we told them we could handle it ourselves, they insisted on staying involved. That told us everything we needed to know about their commitment.”
Beyond service, the Turtle Wax name carried strong brand equity that helped DSI stand out in a crowded market. From premium MSO operators to local tunnel washes, operators recognized the logo — and trusted what came with it.
Real Support, Real Chemistry
The partnership wasn’t built on promises. It was built on execution.
Product Innovation
- ICE Instant Shine delivers a standout finish, especially on vehicles with heavy plastic trim.
- One Shot Pre-Soak and the new low pH formulas outperform legacy options.
- Hyper-concentrated chemistry offers low usage and high performance, making it easier to manage inventory and lower delivery costs.
Operational Efficiency
- Small format containers and ultra-low usage mean DSI can now deliver product in cargo vans or pickup trucks, drastically cutting logistics costs.
- Less frequent site visits are needed — allowing DSI to expand geographic reach without adding fleet or headcount.
Customer Feedback
- Store managers and end-users have noticed the improvements: brighter foam colors, better tunnel scent, and cleaner vehicle finishes.
- Customers have specifically asked not to “turn the chemicals down” — a strong vote of confidence in the product experience.
Training That Scales
DSI didn’t just bring the chemistry to customers — they brought the knowledge. By integrating the Turtle Wax Pro Learning Center into their own onboarding process, they empowered both employees and operators to understand:
- How the chemical works
- How to handle it safely
- How to dial it in for optimal performance
This education-first approach helps operators get more from every gallon — and builds lasting trust between DSI and its customers.
Competing Through Complementary Strengths
One of the most powerful aspects of this partnership is its strategic complement:
- DSI brings agility, technical service and on-site relationships.
- Turtle Wax Pro brings brand power, product innovation and national support.
Together, they’re able to tackle opportunities that would be hard to capture alone — like converting large petroleum MSOs with national branding needs and tunnel standardization.
“They can do what we can’t, and we can do what they can’t. That’s the power of this partnership.”
Advice to Other Distributors
John’s advice is clear: If you’re used to traditional drum programs, be ready to learn — but also be ready to grow.
“Hyper-concentrates can seem intimidating, especially for sales teams. But if you know your numbers and track cost-per-car, the value is unbeatable.”
He also stresses the importance of trust and territory integrity.
“We don’t manufacture. So when we commit to a supplier, we need to know they’re not going to undercut us or go direct to our customers. With Turtle Wax Pro and OPW behind it, we have that confidence.”
Changing Lives Through Car Washing
For DSI, car washing is more than chemistry and cost-per-car — it’s about people. Whether it’s helping customers improve operations or helping a stranger air up tires outside a petroleum store, the mission is always the same: make an impact.
“We’re not just washing cars. We’re changing lives — ours, our customers’, and our communities’. Turtle Wax Pro shares that vision.”
Interested in Becoming a Turtle Wax Pro Distributor?
If you're a distributor looking for more than just product — and want a partner who shows up, stands behind you, and helps you grow — Turtle Wax Pro might be your next move.
Contact us to learn more about joining the Turtle Wax Pro network.
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