Push Performance
BY DANA NELSEN
The CEOs for Ford and Chrysler both said this week that they have prepared their companies for a lengthy downturn in the auto industry in 2008. They believe the credit crisis and the rising price of gas will continue to impact sales in the first two quarters.
While new trucks sales may take a dip with $4-per-gallon gasoline, I think this may present real opportunities for shops who market performance upgrades—especially in markets where competition is fierce. Let’s face it, many people will not only need that truck during their average workday, but will also need that truck to get to and from work each day.
When things get a little tougher, many businesses cut their advertising. That means less competition for competitive advertising for those companies that continue to try to reach consumers with an advertising message.
There are plenty of people out there who can afford and need the aftermarket products we sell. When it comes time for those customers who are still buying, despite the economy, who do you think they will go to when it comes time to make a purchase? The company that has dropped off the radar, or the company with the funny radio commercials they hear on the way to and from work?
I’d really like to hear how all of you are doing this year on performance-related product sales. When you get a moment, feel free to post on the blog who you are, where you’re located, and if these types of sales have increased in your area.
Thanks for reading Light Truck & SUV magazine!
March 22nd, 2008 at 11:26 am
Joe,
I have held back on new advertising until rates are lower. Now is the time.
Performance Parts have not increase for us and have actually decreased at the same percentage as all other truck accessories.
However, now that advertising rates are lower (special sections, A section newspaper at C section prices, etc..) I am launching an advertising campaign to promote performance parts and tonneau covers. I wish I had coop monies but it seems that everyone is afraid to help.
I would like to give you results now but I cannot. The reason I am responding to you at this point is because of the extreme frustration I have with the lack of support by Mfgs, WDs, and frankly (I really do love them), SEMA.
I want and need marketing collateral from any and all legitimate sources. The best source so far is the EPA but their testing of gas savings devices is very old with the most recent being done in 2003.
I have contacted several R&D groups in the area of air intakes and received the identical responses about not “insuring” mileage increase claims. There seems to be a fear about releasing mileage claims and I can understand why in this lawsuit happy environment.
The tonneau cover testing was done years ago by a couple of college students. The report has been used over and over again as a de facto standard but has not been validated on other vehicles or on actual road tests. I am sure that the EPA would cooperate in their testing labs with TAG (Centry, Leer, Raider, etc.), A.R.E., Vista, Snugtop, etc… on generating real results.
By the way, those college students designed an aerodynamic topper that was to increase mileage by 30%. I have tried to contact the former students, and I have contacted several individuals and departments within that University and I have never received any responses from anyone. So what happened to their design? What happen to them? Why doesn’t anyone respond?
So back to the advertising. The ads will appear in local papers and auto trade magazines and will be as professional as I can make them with my limited budget. I have one WD, Keystone, which is helping me with a package deal of a Chip/Cold Air Intake/exhaust system. Other then that, there has been NO help of any kind from any other entities.
We need help. We need good graphic designs. We need pre-packaged deals. We need radio and TV ads by the Mfgs. We need real facts about gas savings devices that the EPA or MythBusters cannot misconstrue. We need for an organization to say that certain devices really save gas and do not increase pollution nor does not have a long term detrimental effect on the vehicles. No one is doing this and the snake oil salesmen are running rampant which in turn gives us all bad names.
Help.