Know Your Customers to Build Your Business

From manufacturers and distributors to jobbers and retailers, the automotive specialty-equipment industry is built around meeting consumers’ demands. Understanding which goods and services those consumers are actually interested in requires study of the marketplace, interaction with customers and attention to detail—and that is a pretty fair synopsis of what was done to create the latest offering from the SEMA research team and the Modellers Inc.,a market research and analytics company.

Dozens of Sponsors Take Part in Ford Mustang Build and Ed Pink Engine Project

Two projects have brought nearly $57,000 to the SEMA Memorial Scholarship Fund, which is dedicated to fostering the next generation of automotive leaders and innovators. Proceeds from two auctions will help provide assistance to university, college and trade-school students seeking careers in the automotive industry. The SEMA Mustang Build—Powered by Women and a custom engine to be built by Ed Pink Racing Engines were sold on eBay through Auction Cause, with parts and labor supplied by dozens of automotive businesses.

For Manufacturers, It’s the Ultimate Match

Building a brand, informing business partners and educating consumers are key factors in marketing a product successfully. And while manufacturers may be experts at innovation and development, few also possess the expertise to publicize and promote their products for optimal sales in media ranging from print to web and from brochure to billboard. That is the business of advertising agencies. Finding the right one should be every manufacturer’s ultimate promotional goal.

While the economy continues to influence the tire and wheel markets, the greatest impacts on the industry have resulted from the elimination of the tariffs on Chinese tires, the steady growth of lower rolling resistance tires, advances in technology and the proliferation of Internet research, according to knowledgeable wheel-and-tire pros and media. They shared their views for this latest look at trends in their segments of the specialty-equipment marketplace.