Dealership Success Stories

Just a few months back, Insignia launched Jaguar Land Rover-branded virtual configurators to take JLR’s vehicle personalization market to the next level. Brenda Fevrier,Vehicle Accessories Sales and Marketing Senior Specialist at Jaguar Land Rover predicted “this innovative system will make average stores great, and excellent stores outstanding at satisfying the needs of their customers first.”

Luxury brand dealers know the art of the customer experience well and recognize perfection as a moving target. That’s why JLR took digital personalization in the showroom and turned it into so much more.

If there were a school for how to master this car dealership thing, you’d read about Denver’s Mountain States Toyota in the history book. Consistent vision. Unrivaled dedication to the success of each team member. Well over two million dollars in accessory sales for two years running.

General Sales Manager Sean Kramer reflects on the incredible accomplishments of Mountain States Toyota.

"We’ve seen tremendous growth in sales volume and accessory sales since implementing our Insignia process about two and a half years ago,” Kramer explains.

Rudy Luther Toyota is building, in every sense of the word. With well over a million dollars in accessory sales last year, its personalization profit center helped justify the expansion of a new service building, which has further increased its in-house installations.

Dedicated in-house installer Andrew Felland has been an accessories technician for fifteen years, and spent the last five of those at Rudy Luther. When the dealership could no longer contain the increasing orders in its service department, management knew Andrew needed his own separate location.

“Customers want to be taken care of, and we want to give them that option here--all in one place,” says Cole Hawkins, accessories sales manager at Jeff Belzer’s Automotive.

As we delivered our first several 2016 Insignia Challenge Coins, a theme emerged: “all in one place.”

All of Insignia's success stories begin with a challenge to the conventional objections to vehicle personalization. We often talk to stores who claim, "Selling accessories for our store will not work because we sell mostly cars." Smart Motors, in Madison, WI, quickly puts this objection to rest.

It’s one thing to come out of the gate with a fresh idea and sell a million dollars in accessories in your show room. A million dollars is nothing to scoff at! No one would argue that’s a commendable achievement in the automotive industry. It’s another thing entirely to make the million dollar club two years in a row. Now we’ve developed a habit, Now we’re talking about a proven process and a team that’s dedicated to the goal.

Last year, accessory champion Bill DeTellis sold $1.4 million in vehicle accessories over 11 months. He averaged over $830 per vehicle sold at Toyota of Braintree. As of July 2012, Bill is on track to hit his $2 million sales goal. He recently celebrated his best month yet with $183,958 in accessory sales. These numbers do not include revenue generated in service and parts!