4 consumer points to consider when selling car accessories

Posted by Mike Pitkowicz on Sep 8, 2011 8:00:00 AM

Since the release of the popular film “The Fast and the Furious”, car accessorizing has shifted from being a secret of car gear enthusiast to a main stream phenomenon. It even factors into customer retention for service conversions. Two sequels later and the aftermarket accessory market continues to average 8% growth annually. Car dealerships would be wise to keep up. The demand for car accessories is high. And, just like fashion accessories there are hundreds of options. And, trends change rapidly. Here are four reasons why people love to personalize their vehicle.

1. Making a Personal Statement

Crisp leather jacket, “I’m a rebel”, Eco-friendly seat covers “I care about the planet”. Just like fashion, car accessories help your buyer make a statement about who they are.  A car is an extension of its owner, and we all want to present a certain “self” to the world. So, whether it’s a bike rack on a rugged Jeep Wrangler or a spoiler on a sporty Mazda 3, accessories gives buyers another way to express themselves through their car.

2. Affordable Luxury

It’s inevitable. There is always going to be a prospect that’s eyeballing a Mercedes-Benz but their budget lines up more with a Toyota Corolla.   The right "personal touch" can make that Corolla feel like a Benz. With today’s economy more and more people are learning to live within their means. That doesn’t mean buyers don’t still desire luxury.  But, in terms of cost efficiency it’s harder to justify. Rather than stretching their budgets almost $20,000 more on a luxurious brand consumers will invest $5,000 more in alloy wheels and seat heaters giving an economical brand a very similar look and feel.

3. Protects the Value

A new car loses 11% of its value as soon as it leaves the lot. So unless they plan to ride until the wheels fall off, it’s not an ideal investment. People are aware of this and are more concerned than ever about protecting the value. Vehicle personalization items like bed and trunk liners, covers, and deflectors can protect the resale/ trade-in value of a new car. This makes your buyer more confident about shelling out so much of their hard earned cash.

4. More Convenience

We as Americans are always on the go, we love to multitask, and prefer to be able to do things in our car just as we would if we were in our homes. Certain accessories were designed to offer a level of convenience that many buyers are looking for. The iPod adapters are one of the hottest selling items right now. It offers buyers the convenience of listening to their favorite music without needing CD changers.  Navigation systems and Bluetooth are other accessory options that appeal to a buyer looking for convenience.

 

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