Moeve Makes Car Washing A One-Tap Experience

Pulling into a Moeve station in Spain for a car wash no longer means digging for cash or waiting at a kiosk. Since 2025, customers have been able to subscribe to a monthly wash plan and redeem it with a simple QR code scan, turning a routine stop into a quick, cashless routine.

A Digital-First Approach to the Forecourt

Moeve, the Spanish energy company formerly known as Cepsa, operates a large network of stations across Spain, Portugal, and Andorra with car wash service. But for Sergio Ortega, Moeve's car wash manager, the numbers only tell part of the story.

"We are becoming a brand which is very digitalized," Ortega said. "We are very focused on our customers and giving them the best experience."
That focus extends well beyond the wash bay. Moeve has built out premium coffee and bakery offering as a part of a broader strategy to turn its stations into convenient mobility destinations, where customers can find a wide range of services beyond traditional refuelling.  "Our ambition is to build up a true multi-energy mobility hub for all our customers, so the customer chooses us when they stop," Ortega said.

Subscriptions, Simplified

The car wash subscription program, launched in 2025 in partnership with Liquid Barcodes, was developed to remove friction from the process. Using the Moeve gow mobile app, customers can choose from four monthly plans and redeem their wash with a QR code, either at the station or directly at the wash itself.

"We launched the car wash subscription in 2025 with Liquid Barcodes, and it was designed really to make a flawless and easy customer experience," Ortega said. "Everything is digitalized."
Moeve has recently offered promotions such as half-price membership when signing up for 2 months.

"Thanks also to Liquid Barcodes, they have a very flexible platform to do promotions," Ortega said. "Our customers really choose a subscription because they see more value for that, and now we expect, with this promotion, to increase our customer base."

Options for Every Driver

Moeve's car wash network is built around a tunnel and automatic car wash line for drivers who want speed and convenience, alongside a manual washing option that offers multiple programs for those who prefer a more hands-on result. Sites also include a dedicated area for cleaning the vehicle's interior and tire maintenance, rounding the visit into more than a quick exterior rinse. Moeve markets its automatic washes as gentle on vehicles, using ultra-soft brushes designed to protect a car's shine while still cleaning thoroughly.

Moeve highlights its washes as more environmentally conscious option, thanks to the use of biodegradable products and reclaimed water as key elements of its offering. 

Positive response from customers and staff

According to Ortega, the rollout has landed well on both sides of the counter. Customers point to convenience and time savings as the biggest draws, particularly frequent visitors who use the wash regularly.

"Feedback has been very positive overall from customers," Ortega said. "They appreciate the convenience and the time-saving aspect. The subscription is very attractive, especially for frequent users, and the app is intuitive and very easy to use."

Moeve staff has benefited too. Without complicated transactions to manage at a cash register, employees have more time to focus on the parts of the job that matter most.

"The staff benefits from the simple operation," Ortega said. "They don't need to handle complicated transactions. They have better visibility about what's going on and how the customer is doing. It helps them focus on what's important for us, and that's the customer and the quality."

Why Moeve Chose Liquid Barcodes

For Ortega, the partnership goes beyond running a subscription program. He described Liquid Barcodes' platform as a full-service product built specifically around the needs of Moeve's customers and operations, not a generic add-on.

"I would recommend Liquid Barcodes because they helped us to provide better customer service," Ortega said. "What makes them really stand out is that they provide a complete ecosystem, not just basic loyalty. The platform is really, really customer-driven and adaptable to all our systems and easy to handle. They are highly focused on their customers, and they help us in everything we need."

What's Next

With the subscription model now established for car wash and electric vehicle charging and a new promotion set to roll out, Moeve is positioning car wash as another piece of its broader digital strategy, one that keeps customers coming back to the app for fuel, food and now a clean car, all in the same connected experience.