3 Ways Auto Accessories Build Attachment

Posted by Insignia Group on Jan 16, 2025 1:25:41 PM

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Buying a new car isn’t always filled with giant red bows and excitement. Car buying can be out of necessity. For some customers, the prospect of a new car with the latest features can’t dislodge loyalty to a beloved automobile.

Leah, a mortgage lender from Charlotte, reminisces on buying her new car before Christmas. “I don’t hate my new car necessarily. It’s just that my old one took me everywhere and always brought me safely home. There’s a lot of memories in that car and I was used to it. I spent more time in that car than in my house these last few years. Unfortunately, it had 370,000 miles on it, and it was just time to move on.”

Her story isn’t all that unique. Salespeople have all met someone who needed coaxing into embracing the new. 

Fortunately, there’s an easy bridge to build to help customers transition. Personalizing a car with accessories at the point of sale builds attachment and emotional connection, making the sale smoother and creating positive memories for your customer. For your dealership, that’s gold. Because a positive association with your store means higher CSI scores, referrals, repeat business, opportunities in the service lane, and better online reviews.

Here’s how to foster the connection. 

Personal Expression

The world of Vehicle Personalization caters to our society's unique psychological need for personal expression. Consumers expect personalization and are driven to show individuality and ownership. Chris, a teacher in South Carolina, looks back fondly on his 1992 Hyundai Sonata that he drove to high school. “Anytime the Hyundai was in the shop, people would ask me about her. Where’s Hyundai today? She was an old girl, but I’d tinted the windows to give her a little spice, and she’d become like an extension of my personality.” 

Though circumstances may differ, expressing yourself through your car is a widespread societal norm. Salespeople can capitalize on their customer’s desire to personalize by offering four accessories to every buyer. Starting with a standard lead-in product, salespeople can then make personalized recommendations for the individual’s car and lifestyle to spark inspiration (and drive sales). 

Customization Creates a Bond

Consumers don’t name their washers and dryers. There’s not a huge emotional attachment to refrigerators and lawn movers. A car though? That’s a different story. MINI coupe owner, Kim, gives the background on her car “Izzy.” “I’ve always named my cars. MINI owners have rules of the road, and rule #3 is [to] give your MINI a name. Izzy has a little bit of an attitude, so I gave her angry eyes (customized headlights).” 

Kim isn’t alone in naming her car. In a recent survey, over half of participants reported naming their cars all the time or at least at one time in the past. Like car naming, personalizing the vehicle with accessories gives the car a personality, creating a bond with the driver. Even customers who aren’t particularly attached to the vehicle can appreciate accessories that make the car more comfortable or more fun to drive. 

Longevity

Of course, not all car buyers are attached emotionally or find it endearing to name their vehicles. That’s where the practicality of accessories comes into play. Adding protection accessories at the point of sale extends the life of the vehicle, giving your buyer the gift of longevity. By recommending individualized protection accessories, you build trust with your customer and help them connect with their investment long-term. Consider items like body side molding, door edge guards, car bras, car covers, and the like to present to your customer. 

Insignia Group Can Help 

For more than twenty years, Insignia Group has been the leading provider of digital accessory-selling systems in dealerships nationwide. Our sleek interface allows dealerships to create profitable accessory programs at the point of sale. Dealers using the Insignia Group accessories selling system can bundle accessories into custom packages, feature hot-selling accessories, process orders, and more. In addition, our integration with major digital retailers covers all your bases and allows for a seamless transition when customers decide to come into the store. Schedule a demo with us today to see how our system can help you sell more accessories at the point of sale.

Topics: Sales Best Practices, Dealership, Accessories sales, customer experience