Branding with Humor

"It started as a joke," owner Michael Pegalis said of in North Babylon.

Pegalis, who runs the business with his wife Jessica, was brainstorming business names with a friend for a car wash he wanted to buy on Deer Park Avenue, when an accidental, genius idea struck.

"After going back and forth, he said, 'why don't you just name it Some Guy's Car Wash?' He was kidding, but when he said it, I knew that was it. It stuck."

The name plays on the idea that few people actually remember the name of a car wash, but if the sign can make customers smile, they'll likely remember it the next time their car needs a bath.

"Everyone likes it when you can laugh at yourself," he said.

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In building the brand, the business has begun to sell apparel and other items to further build its name and spread the humor. Some inventory includes T-shirts with the printed words "Some Guy's Girlfriend" and "Some Guy's Wife," as well as "Some Guy's Pen."  

While the name gets customers in the door, it's the no-pressure, family-like atmosphere that keeps them coming back. The hot dog and pretzel Saturdays, free bagel Sundays and clam bakes help too.

"We try to make it a fun experience. When you're here for 15 to 20 minutes, we want you to have a good time instead of it feeling a chore," he said.

The car wash, which will turn one-year-old in October, is already highly integrated into the community. Much of its local appeal comes from the business' charity work.

Some Guy's Car Wash has contributed to numerous fundraisers by donating proceeds to the North Babylon High School Cheerleading team, as well as to the family of NYPD Peter Figoski, a West Babylon resident who was shot and killed in the line of duty in December 2011. The car wash also treats volunteer firefighters in the area to half-off delux washes.

From its new neon lights to weekend music spun by a DJ, Some Guy's Car Wash is looking to stand out from the crowd.

"When people come in, we want them to say 'Wow, I've never seen that at a car wash," Pegalis said.