Editors Forum

editor’s forum

You Made It Through 2018. Now, Change.

Go ahead, dislocate your arm patting yourself on the back. You deserve it.

I think this year has been fun. Though I am not a social media junkie, I’ve had the honor of conversing with many of you, whether it’s hashing out business ideas or fighting over the awards. In both extremes I’ve relished each interaction because it means we are working to make something better.

In fact, “better” (not “great”) is the perfect word to describe our industry in 2018. We are in a mode in which most of our efforts go toward syncing with partner industries (willingly or not), and the whole bus is being driven by consumer desires translated through their personal devices.

That said, this year represents an epiphany for us. We have a clearer vision of who we are in the chaotic blending of once-separate industries. We exist to provide a more fulfilling in-vehicle experience for consumers to use the safety, security, informational and entertainment products and features they value. And we do it by staying current on new vehicle trends; monitoring new products, services and enhancements in consumer devices; and expanding our creative and electronic expertise.

But with that clarity comes the harsh reality that our core audience no longer starts at 16. A recent study by the University of Michigan showed a steady decline in teenagers prioritizing a driver’s license—almost half as many compared to 30 years ago. Social media and social gaming keep kids close to home, while Uber, Lyft and accessible public transportation handle further destinations.

The good news: Servicing the need for personalization and differentiation in this new, older demographic has joyfully taken us back to our roots of prioritizing sound quality, even within the constraints of integration challenges, less space and (in some cases) better OEM equipment. We have regained the opportunity to tell

a high-fidelity story to customers who are more willing to listen than ever before. So, get ready to change! As 2019 approaches and you come up for air to adjust your direction, here are three things you need to be prepared to do.

“But with that clarity comes the harsh reality that our core audience no longer starts at 16.”

1. Be prepared to study more. New cars mean new installation and integration challenges, and new phones require a new understanding of how features interact and work with OEM and aftermarket components. And, oh yeah: There’s also the little matter of keeping up with ever-changing consumer preference.

2. Be prepared to charge more. All this extra work means you’re better equipped to deliver unmatched knowledge and expertise, and you should be compensated for that. Customers will pay more when they know you get their vehicle and their preferences. But you have to believe they will. Don’t sell yourself short.

3. Be prepared to make every customer a client. Don’t be so quick to look at the next guy in line. It’s a highly competitive marketplace out there, so you need to hang on to every customer. Your goal in 2019 should be a five percent increase in repeat clients, which studies show can lead to a profit increase of at least 25 percent.

I opened by saying this year has been fun. As entrepreneurs and enthusiasts, we want the challenge of finding new ways to demonstrate our value. But there is a difference between fun and easy, and it ain’t gonna be easy. So, let’s have some business-building fun in 2019! I’ll be right there with you.

Why You Should Trust Musicar

In business you’re taught to promote yourself at every opportunity. But sometimes, the work a business does can be so good, so meticulous and so customer fulfilling that it simply speaks for itself. Musicar has been doing that since 2010. Its nondescript exterior holds a comfortable, fully equipped creative space in which you and your vehicle are given the utmost attention by a seasoned staff of professionals.

Owner, master technician and fabricator Tom Miller possesses the unique ability to mirror your vehicle’s designs externally, while behind the scenes, every product and part is fitted with the integrity of the factory. What results is premium enhancement of audio, connectivity or safety in an integrated, tasteful environment.

If you are looking for no-compromise personalization of your automotive experience, you’re in the right place!