Our future and our survival is based on marketing the benefits of a product, not its bells and whistles. This is about informing the consumer in a meaningful way that adding aftermarket 12-volt products to their vehicles will enrich their lives. This is about being certain that, after buying that new iPhone, the next stop will be to a 12-volt shop so the iPhone can be seamlessly installed and safely used in the vehicle.
There are some in this industry who have resolved that car audio and installed, after-market systems are dead. I'm not one of them. But I recognize that unless there is a genuine commitment to change the status quo, there is a possibility that the industry may never recover. If that happens, it's not because consumers don't want our products and services. It's because we have failed to let consumers know why they need our products and services.
Barry Vogel is president of the Mobile Electronics Retailers Association (MERA).