PA R T S A ND AC CE S S ORIE S
Sales,��� found that accessories sales infuenced more than 1 million new-vehicle sales
each year. Te report found that 14 percent
of new-vehicle buyers planned to accessorize
their vehicle and about one-third of them
were infuenced to buy a particular model
based on the availability of accessories. Te
report also found that about 8 percent of
new-vehicle buyers were infuenced by seeing an accessorized vehicle.
CHOOSE YOUR OPTION
Showcasing an accessorized vehicle in the
dealership has been a solid sales tool for
Adrian, Mich.-based Venchurs Vehicle Systems, which specializes in creating expedition versions of SUVs and trucks, says Mark
Merriman, the company���s marketing and
sales coordinator.
He recalls how an undisclosed dealership���s sales manager said he wasn���t interested in a demonstration Jeep outftted with
hardcore of-road items. Tat was until the
store���s owner pulled up and asked how he
could get more of them.
���We have consignment vehicles on the
The top-selling accessories at Tennessee���s Knoxville Toyota include window tint, paint protection, wheels and
tires, and leather interiors. The store averages between $700 and $900 per passenger vehicle in accessory sales,
and averages about $1,200 to $1,500 on trucks.
lot so people can see what���s on them,��� Merriman says. ���You can have pictures and talk
about it all you want, but when they actually
see it, that triggers it.���
From Merriman���s observations, it seems
that regional trends tend to drive the decisions behind acquiring accessories. In the
Southwest, for example, consumers have
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AUTO DE ALE R MONTHLY ��� APRIL 2013
Auto Dealer Monthly
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