November '19

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36 THE SHOP NOVEMBER 2019 Once built, the vehicles will be displayed and judged at the show, and if you're going to be at SEMA, you can judge, too, by helping award the Fan Favorite. The objective of the program is to provide the restyling community with a venue to highlight the business advantages of a packaged design. The program will help restylers understand how packaged restyling creates a consistent profit center while boosting visibility for the products they sell. It will also illustrate what makes these packages work, so that you can do the same or similar in your own market. Marketing a specialized package design requires answering several key questions, which will be the primary criteria for judging the PRO Cup Challenge. And, if you stop by and judge, this will be the criteria you use as well: • How marketable is this build? • Does the design appeal to a large number of consumers? • Can this design be reproduced or is it too complex? • How creative is the design? • How profitable is the finished product for both the restyler and the dealership? To assist in leveling the playing field, a few guidelines were put in place for the first year of the competition. In order for the vehicle package to appeal to the masses, a maximum dollar value was applied, as well as a maximum shop labor time. This will require the restyler to think not only about curb appeal, but also option values to consumers. • Retail price of the package must remain under $12,500 at MSRP pricing. • The build cannot exceed 20 labor hours. WHERE TO START Careful thought will be required in picking the correct vehicle platform to maximize the profit potential of the package. The trim level of the vehicle will play a big part in the selection process. The right options will be important from the factory to entice potential buyers. Too many factory options will limit the room for necessary aftermarket upgrades to com- plete the desired package. Marketing custom-designed packages lends itself very well to filling voids found in trim levels set by the vehicle manufac- turers. Combining the best aftermarket products designed to enhance a consum- er's driving experience will be an impor- tant step. Combining these products, along with a well-thought-out design, can be eminently profitable for both the restyler and the new car dealer. It all starts with the alignment of a professional restyler and a receptive dealership. Understanding your market and knowing the demographics of the vehicle categories with the greatest potential is vital. Identi- fying what the consumer experience could be with the right upgrades is the basis of a creative package design. INFINITE OPPORTUNITIES With the aftermarket industry on track for an estimated $46 billion in annual revenue, the market is full of opportunity. The new car dealers that stand the greatest chance of capitalizing from this desire to upgrade from stock currently capture less than 10% of these sales. Packaging aftermarket products on a show floor vehicle allows for consumers to see a selection of customization options prior to entering the finance department. With more and more new car buyers, it is a purchase they want to come home with as soon as the decision is made to buy. Waiting for a variety of upgrades to be added after the vehicle purchase only dampens their excitement. So, while planning your SEMA itinerary, make sure you include the SEMA PRO Cup Challenge on your schedule. Carefully selected packages create excitement for car buyers, and allow dealerships to promote unique offerings. The key to a successful package is identifying a lower trim model vehicle that can be equipped with enticing aftermarket upgrades and still priced below the OEM's higher trim level model. BUILDING BETTER RESTYLING PACKAGES

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