Just as with a home, no one wants to buy something he won’t enjoy. Just as with a home, buyers come from all walks of life and want the ability to express their uniqueness. People love to personalize! Why are dealerships pitching the same type of vehicle personalization to all different types of people?
Subaru has done a fantastic job capitalizing on the outdoor enthusiast. Jeep markets to the adventure-lover. BMW appeals to the business professional. The list goes on, and these are all profitable markets. But if you want me to personalize my vehicle, you’re not going to woo me with roof racks or a remote start (unless it comes in pink glitter). I’m not alone here. The people walking in your dealership are Star Wars diehards, stay-at-home moms, bird watchers, teenage girls, pastors, road warriors, morticians, and farmers (and that’s it, I’ve covered it all). Don’t try to sell window tint to someone who doesn’t care about window tint. Star Wars sunshades are literally on Amazon’s top ten automotive accessories list. As is the car window shade (hello mother of two), and an orthopedic seat cushion (for you, road tripper). Are those in your catalog?