Recognized Supplier Guide ‘18

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46 THE SHOP AUGUST 2018 when making a vehicle purchase. With online research the starting point of nearly all consumers, getting eyes on a certain vehicle with aftermarket upgrades requires a dealership to have desired used vehicles in stock. A photo of a customized Jeep Wrangler, for instance, compared to the stock photo will entice most consumers into taking a closer look. Aftermarket product manufacturers con- tinue to produce more and more accessories that appeal to a consumer's lifestyle. If it's weekends in the Colorado mountains, a suspension lift with more aggressive tires and larger wheels will fill a need. If it is loading the kids in the car and heading across the country, entertaining them along the way is a top priority. Used vehicles with these products will lead to additional sales. OTHER OPTIONS An excellent avenue for used vehicle upgrades is found in vehicle rental returns. Companies like Enterprise and Hertz market their vehicles directly to used car departments as they retire them from rental service. A majority of these vehicles are a base trim level model and therefore prime candidates for desired upgrades. In our area, there are a handful of rental company used car lots that unload these units to end-consumers, and we work with a few of them. But the real opportunity is getting the used car managers to add aftermarket products to the units once they buy them. One- or two-year old vehicles were not required to have a back-up camera. Blind spot monitors and parking sensors can also make these units more attractive to poten- tial buyers. Sunroofs are also missing on most rental units. When a buyer is online searching for an affordable used vehicle, they are able to click on a sunroof option. A dealership could have multiple rental-return Impalas in stock, but if they are all without sun- roofs, that buyer will never find their way to his or her lot. In With the Old Aftermarket product manufacturers continue to produce more and more accessories that appeal to a consumer's lifestyle. 46 THE SHOP AUGUST 2018 With car manufacturers increasingly setting the tempo and daily agenda for most new car franchis- es, it may be time for the aftermarket to refocus attention toward used vehicle opportunities.

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