How to Emulate Subaru's Success in Your Dealership

When it comes to selling accessories, many dealerships struggle to get off the ground. Yet Subaru dealers consistently prove that, with the right approach, accessories can be a continual revenue driver without slowing down the sales process or overloading the F&I menu.

So, what’s Subaru doing differently? It comes down to three things: brand-loyal customers, a robust catalog, and top-down buy-in. Let’s break down why their dealers are succeeding and how these strategies can be applied to your showroom floor.

1. Subaru Customers Think Long-Term

Subaru attracts a very specific kind of customer — one that views their vehicle as a long-term investment and an extension of their lifestyle. These aren’t trend-driven buyers. Subaru owners tend to keep their vehicles for years, often well beyond the original lease or loan term.

For that reason, Subaru customers are highly motivated to protect and personalize their vehicles from day one. Whether it’s trailer hitches, cargo liners, or pet-friendly seat covers, these buyers are already thinking about how to equip their Subaru for everyday life and the long haul.

Dealers of any brand can learn from Subaru by catering to their unique customer base. Think about who your customers are and what motivates them. Do you sell to a lot of families? Lead-in to the accessory presentation with cargo organization. Are your customers largely business professionals? Recommend sleek upgrades like heated and cooled leather and dash cams. Are you a multi-brand store? Consider bundling affordable and realistic accessories to appeal to a wide audience. 

2. A  Strong Catalog Builds Value

Subaru offers one of the most comprehensive OEM accessory catalogs in the industry, offering style and practicality. With this approach, Subaru becomes a one-stop shop that serves up the highly coveted customer experience that people write home about. 

Customer care expert, Roger Schmidt, notes that Subaru customers flock to specific accessories. 

“Subaru clients keep their vehicles forever, and they’ve been accessorizing them since day one. Trailer hitches, for one,  are very popular. Also, things like body side moldings and door edge guards protect the investment.”

These aren’t high-ticket luxury upgrades that scare buyers off. Most accessories can be rolled into financing without significantly impacting monthly payments, making it an easy "yes" for the customer and a solid boost to gross for the dealership.

Any dealer can take a similar approach with the right accessory-selling system. Dealerships that offer four accessories to every customer are guaranteed to become profitable. 

A Subaru store, using the Insignia Group Accessories Selling System, went from making $10,000 a month (offering one to two accessories per order), to $60,000 a month by offering four. 

Here’s how you can emulate this model: 

• Offer four accessories to every customer you see. 
• Start with a lead-in product.
• Offer the most popular accessory for their vehicle.
• Offer two unique accessories that you know will fit their lifestyle, based on what you’ve learned about them.
  

3. Top Down Buy-In

The major reason Subaru stands out is its management. For the brand as a whole, accessory sales aren’t an optional add-on; they’re part of the culture. 

“How the dealership is run often makes a big difference. The regional managers for Subaru make accessory sales important. A lot of other manufacturers do not.”

“Subaru sees how important accessory sales are. That trickles down to the individual dealership level. The management at Subaru dealers is bought into accessorizing cars because the brand itself promotes it,” Schmidt explains. 

Regional managers promote it, corporate supports it, and dealership leaders prioritize it. That leadership mindset makes all the difference.

For many brands, accessories are still viewed as an afterthought. Yet Subaru treats them as a strategic profit opportunity. That focus is contagious (and profitable). 

A Vehicle Personalization profit center doesn’t happen overnight. Offering customization options in your showroom starts with an understanding of the benefit of selling accessories. It’s key for upper management to agree on the need for the program, the way in which the dealership will work its process, and how sales will be trained, supported and incentivized. Once these aspects have been agreed upon, proper follow-through on every level will carry the program from an idea to profit.

Insignia Group Can Help

Today, accessory sales are better positioned for success as customers research their options. Adding an accessory to the car digitally and viewing it from multiple angles is more attractive than ever. Customers can toy with accessory packages without pressure from a salesperson. Presented correctly, accessory sales will skyrocket along with online car purchases. 

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 Insignia Group can support your accessory content.