Customize to Create Buzz in Sales

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One Chevrolet dealer in Wells, Minnesota has created quite the stir recently. 

A brand new Silverado, customized to look like a 70s-retro Chevrolet Cheyenne C10 pickup, has drawn attention across North America. What was a one-off customization has resulted in the dealer looking into making similar modifications for more customers. 

It’s something manufacturers have done for decades. The Dodge brand has Scat Pack and Hellcat for special editions. Ford has had Harley Davidson editions in the past. Chevrolet has a tame Redline edition on most of their models. No matter which brand, it addresses the same thing: car buyers want their vehicle to be special. Dodge was explicit about the 1 of 1 program with the Viper. 

A vehicle reflects the personality of the person who owns it. As individuals, customers are drawn to something special; something not shared with any other buyer. And that’s an opportunity for manufacturers and dealerships alike. 

Since most car buyers purchase an in-stock vehicle in today’s market, custom orders are highly unlikely. It comes down to the dealership to customize vehicles that their customers will want. It’s a great idea to take commonly-sold models and install genuine OEM accessories as demo units of what is possible. Partnering with a local graphics supplier can take those packages to the next level. 

For manufacturers, it’s a huge opportunity to sell accessories. It’s not uncommon for a truck buyer to add an extra $1,500 to $2,500 to their vehicle purchase in accessories alone…when they’re encouraged to do so. Providing incentives to dealerships to achieve higher accessory sales pays off. 

For dealerships, it’s a benefit to the sales, service, and parts departments. Personalizing a car increases the shopper’s attachment to the unit. Installing accessories increases service department labor revenues and keeps technicians more productive. And obviously, the parts department increases their sales.

Is there an opportunity to create a custom package that reflects your dealership’s brand? Can you make a push towards increased accessory sales? It’s a market that’s expected to grow beyond $520 billion globally by 2022, so make it part of your sales strategy.

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