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The House
That Jax Built

Jack Milen, of Jax Kar Wash,
built a nationally famous
car wash chain that his family
owns and operates.

CARLA JEAN SCHWARTZ

SECTION EDITOR

Happy Holidays and wel-
come to Jax Kar Wash,"
says attendant Lawrence.
He wears a blue Jax jac-
ket, a matching Jax hat and a big smile on a cold
morning.
"How about the works?" he asks. "I can give you
the Blue Coral treatment, a wax, an underbody
sealant and an air freshener for just $7.50, plus
a car wash (an additional $7.50) and you get a
free car wash within five days."
"No, thanks," the driver says.
"Be good to your car," says Lawrence.
Lawrence gets the picture that this driver only
wants just a wash, but he ends the conversation,
like a true salesman. "O.K., but come see me
again, real soon."
From the moment a driver turns into Jax Kar
Wash, at any of the 10 locations in metropolitan
Detroit, he realizes this isn't an ordinary car wash.
First, there's the greeting at the entrance. It's
always upbeat and explains all the services avail-
able. Some may find this approach aggressive,
but Bruce Milen, president of Jax Kar Wash, will
tell you it's customer service. And that's what he
believes is the key to a successful business.
Second, it's still the Mom and Pop organization