Selling 12V The Total Package
The profitable blurring of performance and autosound
By Brett Solomon and Janet Pinkerton
Gone are the days of the 1980s with the ubiquitous Camaro or Mustang dominating real estate in the installation bay. The "Import Revolution" has taken over, and vehicle personalization has become standard.
Car accessory sales doubled over the past seven years, according to the Mobile Electronics Retailers Association (MERA). The typical import vehicle starts its life as economical transportation, but quickly completes its metamorphosis at the will of the owner into a full-on race-style beast on the street. Completing "the total package" are "body kits" and additional horsepower—they back up the wild graphics along with the mutha-thumping stereo and video systems.