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Vehicle Personalization: GM Is Out In Front
A 2007 GMC Yukon is accessorized here with 20-inch chrome wheels, tubular assist steps, side-window weather deflectors, short hard cargo carrier and styled fuel door.
By Nancy Philippart
Executive director, GM Accessories
Many people ask me why I love my job. I tell them, “Because I wake up every morning knowing that I am helping our company change, and keep pace with the changing world we live in.” Consider the fact that consumers increasingly expect their products to be personalized and customized to their exact preferences and specifications. This is evident in our coffee choices, our tattoos, our sneakers, our cosmetic surgery, and, notably, our cars.
Today, vehicle personalization is booming: it’s a $31 billion business. Seventy-five percent of vehicle owners have either purchased, or plan to purchase, accessories for their cars and trucks, and they spend an average of $1,050 per vehicle for accessories such as customized wheels, performance exhaust systems, audio systems and trim/body kits.
Nancy Philippart, executive director, GM Accessories.
Is GM moving the needle on vehicle personalization? Absolutely. Because we know our vehicles better than anyone in the business, our customers can expect the highest quality products and peace of mind knowing that we’ll back them. Add to that the convenience of product selection and installation when they buy their vehicles, and we’re confident that we have a unique value proposition for our customers that the aftermarket can’t touch.
Our approach seems to be working. After back-to-back 40 percent-plus increases in 2003 and 2004, our accessories business was up another 18 percent last year. And our momentum continues again this year: GM’s accessory business is up another 17 percent through April..
Corvette exhaust.
The formula for growing our business so quickly starts with the product. Last year, GM became the first automaker to open a dedicated accessories design studio. The studio creates accessories that are designed specifically for GM vehicles, not reverse engineered products that are common in the aftermarket. Since 2002, GM’s accessory portfolio has increased by more than 300 percent – encompassing everything from appearance products like body kits, chrome, wheels and spoilers, to electronics, to performance parts for every enthusiast – crate engines, exhaust systems, and more.
Another key enabler for this growth has been the implementation of our Accessories Distributor Installer (ADI) network — a distribution strategy that has been heralded as an industry "best practice." This network is made up of independent businesses that ensure same- or next-day delivery to customers by warehousing GM accessories and providing sales, marketing and installation support to GM dealers. ADIs enable GM dealers to offer customers flexibility to tailor their vehicles to their unique needs and styles – when they purchase them.
Recently, The Detroit News reported about the Southeastern Michigan Accessory Center, a privately owned, GM-authorized dealer/installer of aftermarket parts, which has greatly facilitated the sale of GM aftermarket accessories by GM dealers in the area.
We know we’re not going to be everything to everyone. In fact, we don’t want to be. But we’re working hard everyday to understand what our customers want, and be the best in the industry in delivering it.
To see more photos featuring vehicle customization, make sure to visit our Flickr album.
Posted by Editor on May 25, 2006 11:43 AM
Comments
I think that GM has always been on the forefront of vehicle personalization. When you look at the GM vehicles of the 1960's for example, the option lists were amazingly long and diverse. These days a lot of options have been thrown together in option packages, which have led to a lot of homogenization, however offering this wide range of accessories allows customers to once again have a car that is completely unique.
One complaint I have, though, is the recent trend in GM electronics whereby certain vehicle electronics such as lamp monitors are being integrated into the factory stereo head units. I see no good reason for this, and it makes adding aftermarket stereo equipment very difficult. Even the factory premium stereos such as the "Monsoon" systems still don't cut it for sound quality or features for some of us, and we really don't appreciate how hard you make it to replace audio equipment.
Posted by: Matt Brown on May 25, 2006 2:52 PM
GM should make "Tuner" cars right out of the factory, and grab the young generation and the Hispanics, both of which favor Japanese cars.
Posted by: getalifeagain on May 25, 2006 9:10 PM
If GM does not want to make "Tuner" cars right from the factory, they should make the parts so their cars could be made into "Tuners" by the GM dealerships or by selective body shops.
As I said before I think this would be a great way for the young generation and the Hispanic population to become more oriented to GM cars instead of the Japanese cars.
I also think this is a simple way for GM to get into those markets. Engineering the parts would not take much and distribution would be negligible.
And the cost of marketing in a test market such as L.A. would be very low.
Posted by: getalifeagain on May 26, 2006 2:33 AM
I am a retired Chief Pilot of the General Motors Air Transport Section. I am a staunch supporter of GM,and read all your blogs & material such as the articles about Friedman and your replys to us through the internet. Would it be more helpful to let the public know if these replies actualy get into some of the newsprint so every one could see it. You keep telling us through the internet how good GM is. I agree,BUT I dont see this kind of message in the printed material that the rest of the non-GM people see.
Thank You,
Doug Knapp
Posted by: C. Douglas Knapp on June 5, 2006 8:19 AM
I really think 'tuner' cars would be a good idea and direction for GM. I know so many people that spend all their time doing up their car, save them some time and bring in extra business.
Posted by: GMC Seat Covers on June 6, 2006 5:34 PM
