According to a recent study commissioned by Alfa Romeo and conducted by One Poll in August 2024, 32% of UK drivers wash their cars more than once a month, with water usage significantly high per clean.
The survey revealed diverse habits among drivers concerning car cleanliness. While 40% of drivers feel embarrassed by a dirty car, 28% can only tolerate their car being dirty for up to a week, and 19% don't mind driving a dirty car under any circumstances. During hose-based washing, approximately 300 litres of water are used, whereas bucket-based cleaning uses about 30 litres. Despite these figures, only 35% of drivers actively try to reduce water usage when washing their cars.
Jules Tilstone, Managing Director of Alfa Romeo UK, commented on the campaign: "While many may see it as a regular chore, giving your car a good wash is a satisfying process for millions of drivers up and down the country, with that first look at a spotless vehicle a cause for great satisfaction. While our new research shows that car washing can be frequent activity for many drivers, we hope that a wash-free September allows more drivers to appreciate the beauty of their cars on the road, no matter how dirty they might be." He hopes this initiative will foster greater environmental sustainability in line with Alfa Romeo's 'Zero to Zero' mission.
In promoting this eco-friendly initiative, Alfa Romeo has undertaken several activities including releasing photographs showcasing their Giulia model covered in dirt and mud to emphasize vehicle beauty under all conditions. Additionally, Richard Tipper, an experienced car valeter and detailer created an educational guide hosted on the Alfa Romeo website with tips for sustainable car cleaning focusing on conserving water.
Source: Alfa Romeo
