12 Volt: MyFordTouch This!
So how do you benefit from this as a retailer? Let's be realistic. There aren't many customers who are going to plunk down over 50K for a loaded Ford Explorer only to have you yank out the MyFordTouch system. But there are customers who, especially in this rough economy, may think twice about taking on a bigger car payment. And their current two-to-three year old vehicle is working fine. How about setting them up with a luxury vehicle infotainment suite for much less than the price of a new car? Sounds great, but where are you going to find those people? You are going to have to go to your store's customer database and print a list of all your current customers. Then you are going to have to create the postcard that says "STOP! Before you buy a new car because you want these cool new features (namely BLUETOOTH HANDSFREE CALLING, NAVIGATION, iPod CONNECTIVITY, BLUETOOTH MUSIC STREAMING FROM YOUR SMARTPHONE, TRAFFIC/ACCIDENT NOTIFICATION via ONSTAR, VEHICLE TRACKING, REMOTE UNLOCKING, REMOTE STARTING, and the list goes on), PLEASE COME IN FIRST. We can give you these features for WAAAYYY less than taking on another car payment, especially for a vehicle loaded with these expensive packages."
Therefore, you are marketing to your current customers who have more dispensable income than the bottom-feeders. In other words—the bulk of your business. If you really want to go all-out, how about actually calling your customers who fit the bill on the phone.
Steve Brown, product development for Alpine, and a guy who knows a thing or two about dissembling a new vehicle only to reconstruct it notes, "Without a doubt, cars are built better today, and we are seeing cars in the install bay that are 10 years old that still have a lot of life left in them...It is up to the specialty retailer to show customers that it is possible to have all of the convenience and luxury of a brand-new fully-loaded vehicle installed in their car TODAY."