Why am I stressing accessory sales? The disastrous 2009 vehicle sales year now represents three year old car parc that is about 40% less juicy than it was in the good old days. Normal M&R sales for the foreseeable future will reflect this significantly depleted prime car parc. But, we can tie our P&A sales kites to rebounding new vehicle sales… if we can better merchandise those damn accessories.
The Deere Gator is the defending champion here. Deere does a lot of things right, but six rise to the top:
- Clicks to build:Starting from a blank Google search screen, it takes just a few clicks until you are building a Gator.
- Cost tallying: You see the costs increase/decrease as you make selections.
Now I can add stuff to a Tundra that is sitting there on my screen. The problem is that pretty much all I can see change is the color of the truck. The Gator build is like watching a Disney movie – it changes in front of my eyes. This is what I term “video clinic quality”. The Tundra, like most automotive internet build images, leaves too much to the imagination.
Toyota offers a fairly broad selection of accessories for the Tundra, and it has excellent drill down capability for more detail on each choice. Still, there is no dynamic build sitting front and center, that is “my Tundra.” It remains red and unadorned. The cost calculator is on par with the Gator, and the turnover to the dealer is OK, but involves more steps and keystrokes than the Gator.