This can often be cause when people wash and wax thier cars.
Some people wash their car with sponges - sometimes even only one sponge!!! - and the dirt that gets trapped in the sponge can cause "swirls" especially if you wash in a circular motion. Some people will then even rinse their "loaded" sponge in the bucket that contains their shampoo, instead of into a second bucket of water.
Dont use old t-shirts and rags to polish and wax your car, and def. sont use them to buff off your car.
use applicator pads for applying your polish and wax, and microfibre towels for buffing off.
Most dealer-prep people are monkeys and couldnt clean a car properly if they tried.
Some products to try if you wanna get rid of the swirls are Meguiars #9 Swirl Mark Remover 2 or 3M Imperial Hand Glaze (which helps to hide swirls by filling them).
Face