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VW - It’s personal.

What is it about VW that’s drawn near fanatics to the brand over the years? Think retro Volkswagen bus enthusiasts, the incomparable Beetle following, and Back to the Future’s modified DeLorean. What about the innate ability to bounce back from the negative press? We think it’s as simple as listening to customers and evolving to meet consumers’ needs.

In honor of the upcoming celebration of all things automotive (more commonly known as SEMA), it’s time to test your knowledge of the kraken that is the accessory industry.

Vehicle personalization, a multi-billion dollar market, is widely untapped. Storefronts selling custom rims, tires, and window tint can exist solely because of dealership’s failure to provide those options to the customer before the customer leaves the showroom. Who wouldn’t want to take advantage of profit potential that spans every budget and background? From air freshener to lift kits, there’s something to be sold to everyone who walks in the door.

How savvy are you on the business of vehicle personalization? Test your knowledge with this three-question quiz.

These days, the overwhelming majority of automotive brands have gone global. Looking at just the top five brands of the first half of this year, you’ll find these industry leaders featuring sites from Belarus to Chile. This raises a common challenge. How can automotive brands cater to customers in different geographical locations with varying cultures, needs, and interests? Vehicle Personalization is a multi-billion dollar industry in America alone, so imagine the profitability worldwide. Profitability aside, custom cars transcend culture and location. Every automaker desires to create brand loyalty in every market. Vehicle Personalization makes that goal attainable.

No matter how you slice it, your sales team is paramount to your success as an automotive dealership. As the dealer, it’s your responsibility to create a favorable work environment where your floor team has an opportunity to make a living for themselves with the support of the management team. Qualifications to sell cars at your dealership should require more than willingness and a pulse. Too often a store succumbs to high turnover, and, in haste, hires Tommy Boy. Is there a way for dealership morale to thrive while front end gross increases?

A thriving dealership knows to never miss an opportunity with a captive audience. Automotive Broadcasting Network cites 400 million hours of wasted in-store time spent by Americans in a year. Too many dealerships herd these consumers, waiting on service or F&I, to solitary confinement with a cup of bad coffee and a fish tank to entertain them.

Even the small cars need a touch of pizzazz.

Compacts cut a metropolitan profile these days. In this market, it’s not enough to be fuel-efficient. Popular small cars such as the Chevrolet Cruze, Honda Civic, and Ford Focus sport sleek body lines. Those lines feature popping colors and racks to support all sorts of outdoor habits.

Which customization and accessories, dealer or aftermarket, will let you ride like a boss? Here’s a guide to a few.

As good as something may be, there’s always room to overdo it. When personalizing in the showroom, remember there’s a fine line between a conversation starter and a loss for words. Accessorized vehicles on the showroom floor are a must—but with taste. Every customer that buys from you won’t ask about personalization options. Because consumers are all different, many won’t even know what an OE or aftermarket accessory is. While offering personalization at the point of sale to every person is the number one way to close on it, your showroom should be selling personalization before you ever get to the presentation.

Recent articles in The Automotive News (AN) address an age-old topic no dealer principal can ignore--lot rot, or, the costly practice of maintaining a large inventory in hopes of grabbing a buyer’s attention. Mega corporations such as GM and BMW have tried to transition buyers to the build-to-order model, without success.

AN news writer Larry Vellequette identifies the “legendary impatience of American car buyers”

Going green - or making more environmentally friendly decisions, such as to reduce, reuse and recycle - is a topic that is becoming increasingly popular, and with good reason.  Harris Poll online found that about ninety percent of Americans are recycling. Fifty-three percent of people surveyed have made efforts to go green in their own lives. In an attempt to reduce the automotive industry’s footprint on the environment and to further cater to your customer, dealers can take action to support consumers’ efforts to protect the earth’s resources.