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It's called "Autobella," and it's the Italian challenge to the luxury car washing market in China: Paduan company Idrobase Group is launching it with the aim of creating a franchised chain, managed through the local production unit Idrobase Ningbo.
In Xi'an, a city of over 8 million inhabitants and the capital of Shaanxi province in the central area of the country, the first structure has been inaugurated, the result of a Sino-Italian partnership: it consists of 20 bays for manual car washing, and Idrobase Group provides a complete solution for vehicle care, as well as the method for achieving maximum customer satisfaction.
The Veneto company's new project will be officially presented in May at the Interclean trade fair in Amsterdam, while the launch on the large market of the Far East is scheduled for December at Automechanika in Shanghai.
The Italian company, a leader in high-pressure water technologies and "Breathing Clean Air," is thus initiating an important transformation in its global strategy, starting with the implementation of the "Lean-Toyota" methodology at its headquarters in Borgoricco. "Paraphrasing Leonardo Da Vinci, we can affirm that quality is made of details and that quality is not a detail," says Bruno Ferrarese, Co-Owner of Idrobase Group. "Efficientizing production, reducing costs, will allow us to free up resources to allocate to strategic lines.
"For this reason, Idrobase Group is identifying reliable partners in emerging countries, to whom it will delegate licensed productions for local markets; the triple objective is to contain costs, combat corporate identity theft and counterfeiting, concentrate "in-house" activity on high-value strategic productions, and on the development of global marketing.
"In the Mediterranean area, we are about to open production lines for the cleaning sector, in line with the technical and price expectations demanded by the local clientele," adds Bruno Gazzignato, also Co-Owner of Idrobase Group. "These are undoubtedly difficult markets, permeated by strong social contradictions, but also characterized by significant growth opportunities, linked to the benefits of the oil economy."
"It won't be easy," concludes Ferrarese, "but it's our contribution to that Mattei plan, advocated by Italy; one thing is certain: wherever we are, the worker and their well-being remain at the center of our entrepreneurial commitment.