Insignia Group Is Driving Growth

Posted by Mike Pitkowicz on Jun 25, 2013 9:00:00 AM
Insignia is Driving Growth

A Rock Hill business is based on the idea that we all want our automobiles to be unique.

Insignia Group, housed in a former insurance building on Oakland Avenue near downtown, teaches auto dealers how to sell accessories, including aftermarket add-ons.  After a new car sale, buyers are encouraged to shop via desktop computers in the showrooms to personalize their automobiles.

David Stringer, President of Insignia Group, expects his 25 employee staff to grow to 30 by year end.  Eight employees have been hired so far in 2013.

Insignia Group is a part of a $32 billion-a-year car personalization market. It's enormous," Stringer says.  "Sell accessories and increase profit," the company's website urges dealerships.

Among the benefits for car buyers: the cost of the options can be added into the financing of their vehicle.  Plus, items can be covered under the new car warranty.

Stringer founded the company in 2002 with James Brooks, Vice President of User Experience; Mike Pierce, Vice President of New Business; and Brian Smithson, Vice President of Engineering.

Insignia counts 1,000 dealerships around the country as customers.  In the Charlotte area, customers include:  Good KIA in Rock Hill, Ben Mynatt Chevrolet and Cadillac in Concord, and Keffer Hyundai in Matthews.

Insignia was founded as a catalog company. Car buyers could browse through books of optional equipment. Eventually that migrated to the internet with desktop computers installed in dealerships to allow buyers to click and buy.

Since the Great Recession, Stringer has found that car dealers often welcome the chance for a new source of revenue.

"Margins are small on new cars," he says.  "Any offering that serves customers and adds to the bottom line is popular with the dealership," he says.  "Some dealers are able to sell and average of $650 to $800 per car," he says.

insignia management team

Stringer particularly likes the idea that he's providing creative-class jobs for the Knowledge Park area of Rock Hill.

"It's a good example of looking at downtown Rock Hill as almost a business park-like area," he says.

Stringer is on the 22 member committee that has a stake in the Knowledge Park area and is helping direct its development.  He also has been a member of the Rock Hill Economic Development Corp. for the past two years.

By: Ken Elkins

Charlotte Business Journal

June 7, 2013

Contact Ken Elkins at:

For more information on Insignia's Accessories Sales System, please contact Insignia Group