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Watch Insignia’s David Stringer present Insignia Challenge Coins to Jonathan Murray and Jessica Thompson of Ken Garff Chrysler Dodge Jeep Ram.

Successful dealerships do not sell vehicle personalization.

No, dealers with millions in added front-end gross are not made up of smooth-talking accessory managers. High volume personalization profit centers aren't giving anything away, using gimmick advertising, or bulldozing weary car buyers. Dealerships climbing the ladder in the accessory business are simply educating every customer on the options available to enhance, protect, and prolong their vehicle, all with an affordable monthly payment.

The Fourth of July brings its own unique set of challenges and opportunities to the dealership world. Though hitting sales goals isn’t typically targeted for the first week of the month, the upcoming July holiday is known for big business. Many dealers advertise rock bottom prices on base models to bring consumers in for the sale. It’s a tactic that’s worked for stores both big and small, regardless of brand, for years on end.

The problem with these slashed prices is the shrinking profit margin, and the fact no two customers are alike. The good news is vehicle personalization solves both. Not only will you add front end gross by selling personalization in the showroom, you’ll also cater to drivers looking for luxury, upgrades, or lifestyle accessories to fit their needs.

What if Vehicle Personalization became the foundation of the sales process, rather than something tacked on to the end of a lengthy negotiation? That’s exactly what Insignia’s upper- Midwest expert, Kurt Daugherty, is suggesting. The dealers Kurt works with know he’s a proponent of starting with the trade, seamlessly weaving Vehicle Personalization into the conversation--and with good reason.

Automotive industry professionals all over the country can finally breathe a sigh of relief. The myth has been debunked--millennials’ supposed disdain for cars isn’t shutting down the industry as we know it.

In recent years, the demand for certified technicians has ballooned as the number of quality workers in this field declines.  Experienced technicians are almost certainly guaranteed to find work. The technician knows it, and the dealership knows it. This creates an environment where the expert is looking for steady work to earn a good living, and the dealership is looking to provide steady work to talented people.

It would seem the flood of recall work for most brands over the last several years would fill this need. Yet recall work is redundant and, at times, not particularly challenging. Warranty work, which keeps many service bays busy, often falls in the same category. Couple these dynamics with the shortage of a talented workforce, and you’d have to ask yourself, why would anyone want to be a service manager these days?

I don't know about you, but I really like the NADA show timing so close to the beginning of the year. It feels like the right way to start the year running or hustling, with a feeling of urgency.

My perception in conversations with dealers and store managers on the show floor was a feeling that the clock is ticking and things needed to get done--a lot of things.

People love to personalize. We accessorize with things we love, and in the case of a presidential election, sometimes, even with things we hate. Where else, apart from politics, can you find people customizing t-shirts, stickers, greeting cards, and more, just to promote their opposition to an individual or party? It's fascinating. Everywhere you turn, consumers are personalizing. Enter a Google search for, "Donald Trump accessories," and you'll return over 1,000,000 results. Try searching for "Hillary Clinton accessories"--over 2,000,000.

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.

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.