A vehicle washing system associated with a bay in which a vehicle is parked during the washing operation is equipped with a centering target which can be selectively deployed upon entry of a vehicle to assist the driver in placing the vehicle on the longitudinal centerline of the effective washing area in the bay. The target may be provided by a vertically-depending spray arm having internal LEDs which are illuminated in a flashing effect during vehicle entry and in constant colors during the washing program. Several alternative target arrangements are described.