Selling into Automotive Retailers

“Half of new-vehicle buyers say they plan to customize their purchases, industry surveys suggest. When they do — 6 million new vehicles are accessorized in the first two years of ownership — customers typically spend between $300 and $800. Truck buyers spend $1,500 on average.” This is a statement credited to automotivenews.com. 

The statement above clearly shows the competition in the automotive accessories market. Car owners are looking at putting fixtures that would make their cars much easier to use and enjoyable. The manufacturers of automotive accessories are not lacking in their roles of innovatively giving out new and exciting products. However, more needs to be done to get products into as many markets as possible. There are several markets that haven’t been reached and sales can be extended there. 

To get automotive accessories into retail stores, there are very essential things that must be noted.

First, for a distributor or manufacturer looking at reaching the final consumer through the retail outlet, it must be noted that price and quality are two essential factors. As much as people want quality, they crave affordability. Thus, look at ways of offering the best at affordable prices. 

 Second, according to market research and trends, dealers don’t deal in automotive accessories a lot. According to automotivenews.com “From fuzzy dice to satellite navigation, auto accessories are a $40 billion-a-year business — generating more revenue, by some accounts, than collision repair. Profit margins on accessories sales routinely approach 50 percent… Yet only about 5 percent of customers buy add-on accessories from the dealership where they purchased their vehicle, the dealer software provider Reynolds & Reynolds estimates.” Thus, distribution is better done to retailers who deal basically in automotive accessories. This is not to rule out the possibility of dealers selling these accessories, but to point out the strong point of sales in the market. However, a dealer who sells these may be better positioned in having more sales.

Fourth, variety is very essential. Car accessories, such as body kits, rims, car alarms and stereo systems, enhance both the interior and exterior of cars, trucks and other vehicles. However, retailers want to give their customers choices. They want their customers to be king. As a supplier or manufacturer, you should understand that you are selling to a market with varying tastes. Try to understand trends and what is deemed to evoke class. The understanding of this can be very helpful to business growth. 

Getting automotive accessories to retailers can be done in the traditional marketing approach. This is by pitching to retailers or the tradeshow way. For a popular brand, this may not seem an issue as retailers would always want to stock brands customers can relate with. 

Distribution is better made by a manufacturer directly to retailers. This is known as direct store distribution. Getting products to the point of purchase or use is one of the best sales tactics there are. The price is affordable as there are fewer middlemen and warranty on the product is better sourced.