January 2017
me-mag.com
CES, Automobility Challenge the Aftermarket to keep up
h g u o n E h g u To
e Economy, m o rc e v O . o C Moore & t Business s o o B o T s r o it Compet
optimize your senses
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Volume 34// Issue 1
Ad Index
14 FEATURES 14 // What’s Happening: Automobility LA
Formerly known as the Connected Car Expo, Automobility LA is an all-encompassing affair that combines multiple elements to offer a peak at the future. Elements included LA Auto Show announcements, keynote speakers, panel discussions and innovative tech releases.
Accele Electronics...................................... p. 2 & ®3 ADS: iDataStart ................................................ p. 59 Audiofrog .............................................................p . 37 CybCar ...................................................................p .35 DD Audio ............................................................... p. 17 Elettromedia: Audison .................................. p. 47 Firstech: Momento ............................................ p. 7 HD Radio ................................................................ p. 15 Harman: Infinity .................................................. p. 11 Image Dynamics .............................................. p. 27 InstallerNet ......................................................... p. 57 JL Audio .................................................................. p. 19 Kicker ...................................................................... p. 21 Metra ...................................................................... p. 29 Mobile Electronics ........................................... p. 41 Orca: Focal ............................................................ p. 12 PowerBass .......................................................... p. 33 Scosche ................................................................... p. 5 SiriusXM ................................................................ p. 13 Sony .......................................................................... p. 9 Voxx ....................................................................... p. 60 Wet Sounds ........................................................ p. 43 Wirez ...................................................................... p. 37
30 // Real World Retail: Dr. Dashboard
Ric Moore followed his passion from one form of the music business to another, contending with economic struggles and former employees-turned competitors along the way.
38 // Behind the Scenes: Scosche
The definition of a family dynasty, Scosche has emerged as an aftermarket powerhouse largely thanks to its being a second generation family business.
44 // Strategy & Tactics: Moving On Up
Three retailers share how they moved to a new location while maintaining their customer base throughout the process.
48 // Tech Today: The Showcase Build, Part 1
Installation expert Joey Knapp lays out the first steps on how to prepare a custom build for a show by using his recent Porsche Cayenne build for the SEMA Show as an example.
48 ARTICLES 20 Retail News/Who’s Who 54 Installs
On the Cover
Each element of the design represents a different story in this issue, but moreso, it represents a look into what 2017 will look like. There will be new stores fighting to make the Top 12 Retailers, such as featured retailer and Top 50 regular Dr. Dashboard. New technology is pushing us closer to an autonomous and connected car future as Automobility LA and the CES Innovations Awards have pointed out. Only time will tell what the future holds for 12-volt. COVER DESIGN: SOLOMON DANIELS & ROBIN LEBEL
4 Mobile Electronics July 2017
DEPARTMENTS 6 Editor’s Forum 8 Feedback 10 Stats 12 Helpful Stuff 24 New Products 58 Guest Editorial
facebook.com/MobileElectronics
editor’s FORUM Who to Put on Your Christmas List for 2017 Forget how you feel about the elections or the economy. We’ve got a lot to look forward to.
If you didn’t make the trip to Las Vegas, I won’t give you a hard time. Your vendors might, but to me, I can understand if the timing is bad, the trip is expensive, you can’t leave the store, etc. Fine. If you were there, you got a great head start on understanding what CES is mostly about these days: Improving on existing tech and marrying it with other tech to build better solutions. But if you weren’t there, you’ve got a lot more opportunities to pick up some knowledge throughout the year. Because in this industry, there are some good companies and even better people. That said, even though you’ve just tossed your 2016 Christmas list, pull out a pencil and paper and start thinking about the people and companies in our industry who deserve to be on our lists for 2017. Here are my suggestions: Manufacturers that support High-Resolution Audio. This is a simple one to me—it’s all in the name! Our business is all about top-quality reproduction of sound. We’ve been set back by compressed audio and portable devices, and for a while, the public bought in to crappy white headphones being good enough, but market trends show that consumers are coming back to the notion that good sound is worth paying for. (Check the price for good headphones lately? Almost a 20 percent growth in retail value in the past year.) Content producers will catch on, and those already in the Hi-res arena will reap the rewards. Distributors who “get” education. Distributor shows used to be local affairs focused on selling product (and eating BBQ), but this previously unsung category of our industry now understands that making better retailers means better sales in the long run. Thus, events have become longer, more content-packed and infinitely more value to both a retailer and his staff. It’s also great because these events are localized, and so we have a grassroots learning network to accompany our nationwide events. And speaking of nationwide... Volunteers who teach—and vendors that exhibit—at KnowledgeFest Indy and Dallas. Remember the pass I gave you on
6 Mobile Electronics January 2017
CES? No such luck here. And it’s not because KnowledgeFest is associated with Mobile Electronics magazine. In my mind, this show series is unmissable, simply because it’s the ONLY show dedicated to what we do. Think about it: every single person, vendor booth, workshop and product training session are all 100 percent relevant to your everyday business. What’s better is that most of the instructors volunteer their time to teach you based on their expertise. They’ve faced the same problems, made the same mistakes and figured out ways to overcome obstacles. And they travel all the way to Indy and Dallas to share that information to help you. Retailers and technicians who respond to help requests on social media. You can add the likes of Facebook and YouTube to your Nice list, but the reality is they are just tools. The people in our industry who create content that helps other professionals, and those who answer questions with the benefit of their own experience are the true heroes here. ANYBODY involved in reverse-engineering OEM technology and creating integration solutions. There’s no other way to say it: where would we be today if we couldn’t interface with new vehicle data bus systems? We’d be stuck working only on used cars and letting the carmakers tell everyone how great their audio systems are (which they do anyway, but we know it’s not true!) The fact that we can decipher audio and control signals, understand their connectivity framework, tap into their data streams to deliver our own commands—while maintaining plug-andplay functionality—is an absolute testament to the innovation and dedication of engineers in our industry. In 2017, this field of expertise is what keeps our industry viable. It’s a pretty big list of people to thank for our growth opportunities. But understand that opportunity is also just a tool. You have to take action to make it work for you. Make a mission in 2017 to be more involved. Go to one more event than you did last year. Spend 30 minutes a day on social media, and see if there is someone who could benefit from your experience. Be more vocal with your suppliers in your feedback on products; don’t just wait for others to fix things. And get to know at least three people outside your market that you can call with thoughts or ideas. Actually, you only need two people: you can always call me!
feedback
You Made How Much? Luke Farley of Lynx Customs believes the key to maximizing seasonal profits requires staff building in the off-season, while Aaron Thomas believes in direct marketing to specific markets to elevate seasonal sales. “We did zero print advertising this year. All of our business came from word-ofmouth, our full color LED sign, Facebook and Instagram constant postings. We are concentrating on free stuff we can do to promote our business.” Evan Carter, Drivers Side, Plainville, Mass. “Just be honest and true hearted with your new friends. To me a customer turns into a family, and that is what I truly feel in my heart.” Angel Santana, Coquis Custom Auto, Palm Bay, Fla. “This year we prepped for an earlier holiday shopping season. One of our reps (who has many years of retail experience) recently told me that by the time most shops start pushing “holiday sales,” most shoppers have already spent their money elsewhere. We took that into account as we prepped for the holiday season.” Jay & Nora Hubbard, Sound Decision, Grand Forks, N.D. “Try and measure time off when things are slow versus busy to have an idea of when or when not to add more full time staff.” Anonymous “We took sales fliers out to the local doctors offices in the area and offered the staff discounts.” Aaron Thomas, Class A Sounds, Athens, Ohio “At the same time that we focus on maximizing the season, we also invest in the off-season. Staff building and effective cohesiveness are critical to maximizing the season. The main strategy for my shop now
8 Mobile Electronics January 2017
involves analyzing profitability and trying to make the best paying installs, even if it means forfeiting many small jobs to better accommodate one medium or large install. This [past] year we invested a large amount in staff building to allow us to maximize on the busy season and hypothetically turned away less business and expanded our capacity. Meanwhile, I am purchasing equipment that will keep us busier in the slow season to sustain a larger staff year round (for PDR, glass restoration and interlock installs). These services are easily implemented as an add on service for the slow season, but are not extremely important in the busy season as we install as many LEDs and remote starts as possible.” Luke Farley, Lynx Customs, Centennial, Co. “I think getting the staff excited about the season and making them part of the process is critical. Start with proper training, getting the shop dialed in, replace lights, put up fresh paint and get new uniforms. Make the season exciting!” Amari Schwartz, Anchorage, Alaska “Never overpromise and under deliver. If you’re too busy to get them in, explain why. They should be able to see that you are busy for a reason and that you are worth the wait. If they can’t see that then they probably aren’t a customer you want anyways.” Jamie Schuh, Spokane Audio Video Experts, Greenacres, Wash.
ADVERTISING SALES Kerry Moyer 703.598.3733 • kerrym@mobile-electronics.com ®
EDITORIAL Solomon Daniels 213.291.7888 • solomond@mobile-electronics.com Ted Goslin 800.949.6372 ext. 466 • tedg@mobile-electronics.com Creative Layout and Design: Robin LeBel Contributing Editors: Jamie Sorcher, Laura Kemmerer and Rosa Sophia.
Published by TM
mobile electronics association
Chris Cook, President 978.867.6759 • chrisc@mobile-electronics.com Kerry Moyer, VP Strategic Partnerships 703.598.3733 • kerrym@mobile-electronics.com Solomon Daniels, Dir. Media and Communications 213.291.7888 • solomond@mobile-electronics.com Richard Basler, Dir. Technology Solutions 978.645.6449 • richb@mobile-electronics.com Karin Drake, Events Manager 978.645.6478 • karindrake@mobile-electronics.com Robin Lebel, Creative Director 978.645.6456 • robinlebel@mobile-electronics.com 1) Title of publication: Mobile Electronics. 2) Publication No.: 957-170 6. ISSN# 1523-763X 3) Copyright © 2017 by the Mobile Electronics 4) Date of filing: Sept. 1, 2016. 5) Frequency of issue: Monthly. 6) No. of issues published annually: 127) Annual subscription price: $35.00. 8) Periodical postage paid at Lawrence MA and additional mailing offices.9) Complete mailing address of known office of publication: 85 Flagship Drive, Ste F, North Andover, MA 01845. 10) Complete mailing address of the headquarters or general business offices of the publisher: 85 Flagship Drive, Ste F, North Andover, MA 01845. 11) Full names and complete mailing address of Publisher, Editor and Managing Editor: Publisher: Chris Cook, 85 Flagship Drive, Ste F, North Andover, MA 01845; Editor/Managing Editor: Solomon Daniels/Ted Goslin, 85 Flagship Drive, Ste F, North Andover, MA 01845 12) Owner: MERA, Mobile Electronics Retailers Association, 85 Flagship Drive, Ste F, North Andover, MA 01845. 13) Known bondholders, mortgages, and other security holders owning or holding 1% or more of total amounts of bonds, mortgages or other securities: None. 14) Tax Status: Not applicable. 15) Name of Publication: Mobile Electronics. 16) Issue date for circulation data below: August 2016. 6. a) Total no. copies (net press run) Average: 12,484 Single Issue; 12,826. b) Paid/Requested mail subscriptions Average: 6834, Single Issue: 6826. c) Paid sales through dealers, etc.; Average: 0. Single issue; d) Requested distributed by other classes of mail: Average: 531, Single issue: 520. Total paid and/or requested circulation; Average 7365. Single issue: 7346. e) Non-requested distribution by mail; Average: 4382 Single issue: 4223. Free distribution through other classes of mail: Average: 0, Single issue: 0. f) Non-requested distribution outside the mail; Average: 325. Single issue: 750. g) Total non-requested distribution; Average 4707, Single issue: 4973. h) Total distribution; Average: 12,072. Single issue: 12,319. i) Copies not distributed; h1) Office use, leftovers; Average: 412. Single Issue; 507 j) Total; Average: 12,484. Single issue; 12,826 Percent paid and/or requested circulation; Average: 61.01%. Single issue 59.63%. 17) POSTMASTER: Please send address changes to Mobile Electronics, 85 Flagship Drive Suite F, North Andover MA 01845-9998
Thank you to our valued distribution partners and retailers for a successful 2016! Regional Distribution Partners Advanced Marketing - Irvine, CA
AM Distributors - Broadview, IL
DAS - Palmyra, PA
Alaska Housewares - Anchorage, AK
CPS Distributors, Inc - Kansas City, MO
Davis Distribution - Newell, WV
Altron International - Pontiac, MI
Custom Plus Distributing - Auburn, WA
DOW Electronics - Tampa, FL
Mid-State Distributing - Denver, CO
Specialty Marketing - Mechanicsville, VA
Visit us in the North Hall to see our exciting new 2017 products!
RSX-GS9
MEX-GS620BT
MEX-N5200BT
Booth # 3102 XAV-AX100
See our booth for in-vehicle demonstrations of our technology and sound expertise.
Every journey needs a soundtrack Whether you are hitting the open road or just improving your commute, Sony’s innovative audio systems make it easy and convenient to control your music on the go. From the world’s first media receiver with lossless DSD audio playback through our revolutionary wide dispersion super tweeters, to our new CarPlay and Android Auto compatible head unit, every aspect of our latest in-car product line has been designed with pure audio precision in mind, and each component has been engineered to overcome the acoustic challenges associated with in-car listening, working together to ensure you enjoy our greatest possible audio and user-interface experience. Sony supports and recommends Mobile Electronics Certified Professional (MECP) certification, contact your Sony representative for more information
Sony prides itself on well controlled authorized distribution and online marketplace compliance. ©2016 Sony Electronics, Inc. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Sony and the Sony logos are trademarks of Sony Corporation. Android Auto works with devices using Android 5.0 software or higher. Some devices may not yet support Android Auto, see the Google site for the latest list of compatible devices. Android Auto and its logo are trademarks of Google Inc. Apple CarPlay works with iPhone 5 and newer phones. Apple CarPlay and its logo are trademarks of Apple Inc. Features and specifications are subject to change without notice.
stats
What Makes Them STAY?
Tenure means more trust and less training. Here’s a snapshot of staff experience and what keeps good people from going. Number of Industry Related Jobs
Time at Current Location
Years of Industry Experience
LESS THAN ONE YEAR - 8%
MORE THAN 2 YEARS 5 YEARS OR LESS - 19%
4 - 19%
3 - 9%
1 - 29%
MORE THAN 10 YEARS - 50%
2 - 16%
MORE THAN 5 YEARS; 10 YEARS OR LESS - 18%
5 or more - 27%
ONE YEAR OR MORE; 2 YEARS OR LESS - 5%
Most Fulfilling Work Factors
3 or less - 1% More than 3; less than 5 - 1% More than 5; less than 10 - 3% 10 years or more - 95%
The 5-Year Plan
Be in the same location, assu circumstances are to my likin
Quality practices
Have my own shop - 16%
Move to another retail locati - 16%
Move to a supplier or distribu
Money
Move to another profession electronics industry 31% Be in school full time - 2%
Team membership
Independence
Be in the same location, assuming the circumstances are to my liking - 70% Have my own shop - 16%
Working environment
Move to another retail location within the industry - 16%
Stability
Move to a supplier or distributor 14% Growth opportunity
Move to another profession outside the mobile electronics industry 31% 0%
10%
20%
10 Mobile Electronics January 2017
30%
40%
50%
60%
70%
Be in school full time - 2%
me-mag.com   11
helpful stuff
Books: The Revenge of Analog: Real Things and Why They Matter By David Sax
http://www.publicaffairsbooks.com/book/hardcover/the-revenge-of-analog/9781610395717 While we live our lives in this largely digital era, and as we barrel into CES with its advanced technology like drones, robots, and smart homes of the future, it is refreshing to know that some of the simple things in this world are making a comeback. The Revenge of Analog: Real Things and Why They Matter, by reporter David Sax, is a testament to this with its stories and anecdotes on the return of film, vinyl, Polaroid cameras and paper. Analog is about the return of what is real. In fact, a recent Pew survey found that when people reach for a book, it’s most likely a traditional print book rather than a digital product. Even paper notebooks and erasable whiteboards are go-to options these days in Silicon Valley. “Analog experiences can provide us with the kind of real-world pleasures and rewards digital ones cannot,” Sax said. The choice, he said, isn’t between digital and analog. “That simplistic duality is actually the language that digital has conditioned us to: a false binary choice between 1 and 0, black and white, Samsung and Apple. Reality is multicolored, infinitely textured, and emotionally layered.” The real world, he writes, is analog and that is a good thing—even with its quirks and flaws. For retailers, this is a huge reminder of the power of getting folks into your store for the specialized experience and customer service you offer.
Software/apps: Android Auto
play.google.com/store/apps/details?id=com.google.android.projection.gearhead&hl=en Prior to this most recent release, Android Auto only worked in cars that had—you guessed it—Android Auto. Now, it is available to everyone who has a phone running Android 5.0 or higher (Lollipop, Marshmallow or Nougat) and an active data connection. Just connect your phone to a compatible car display or put your phone in a dock and use Android Auto directly from your phone screen. You may need to update existing apps like Google Maps or Google Search, but the beauty here is that it’s easier to use apps from your phone while you’re on the road and now you don’t have to buy a compatible car to enjoy these benefits.
12 Mobile Electronics January 2017
Sites to See: Insurance Institute for Highway Safety www.iihs.org/
Not bad to know the list of vehicles who have earned top safety ratings for 2017 by offering the highest levels of crash protection. According to the Insurance Institute for Highway Safety, 82 cars made the cut from 200 that were evaluated. The highest designation of Top Safety Pick +, which recognizes vehicles that offer an advanced level of safety, was awarded to 38 models; another 44 vehicles earned the basic Top Safety Pick award. Toyota/Lexus lead manufacturers with nine cars in the top category, including the updated Toyota Corolla. Honda and its Acura division earned five awards in the second category level. The site is a wealth of information and can be a valuable resource for installers and retailers alike.
Services: Fit For Commerce http://www.fitforcommerce.com/who-we-are/
Everyday Fit For Commerce helps businesses figure it out. Through the company’s consulting and Diligence Framework, their ecommerce and omnichannel experts help retailers build the right foundation. The firm has worked with companies of all shapes, sizes, and verticals and with companies including Epson, Modell’s, Bosch, and Toys R Us. Many retailers have yet to figure out the right ecommerce solution or multi-channel presence, and in today’s ever-changing environment, it requires constant refinement. The transformational impact of mobile in retail isn’t going away and this company may give you an idea of what direction you might want to take.
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what’s happening
Experimental Progress After the surprise hit that was the Connected Car Expo, the event was merged with the LA Auto Show to become Automobility LA, offering a porthole into the future of automotive technology and connectivity.
After three years, the experiment that was the Connected Car Expo, considered a huge success by automotive insiders, was combined with the Los Angeles Auto Show Press & Trade Days and named Automobility LA. The event took place from November 14-17, 2016 at the Los Angeles Convention Center, a change from last year’s location of the JW Marriott. While the previous event focused on highlighting the possibilities of emerging technologies, the new event promised more practical applications, where vehicles interact with each other on roads
14 Mobile Electronics January 2017
and highways, alert drivers to upcoming hazards ahead of time and offer countless possibilities with digital interfacing and app technology. The show was highlighted by dynamic speakers, new aftermarket products and announcements regarding various auto vehicles. The event was broken into different segments, with the main auto show taking up the bulk of the main show halls, while smaller areas like the South Hall Atrium and custom-built 50,000 square foot Technology Pavilion outside the West Hall were dedicated to connected car related products.
A key announcement that opened the show was the list of finalists for the 2017 North American Car, Truck or Utility Vehicle Of The Year (NACTOY). Finalists included the Chevrolet Bolt (Car of the Year), Ford F-series Super Duty (Truck of the Year) and Jaguar F-Pace (Utility Vehicle of the Year), among others. The winner will be announced at the North American Auto Show in Detroit on January 9, 2017. Another key announcement at the show was regarding the second-annual Top Ten Automotive Startups competition. The finalists include EverCharge,
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what’s happening
Four experts explained how the connected car is making user-friendly navigation better than ever before during the “New Frontiers of Navigation” panel. seeking to bring electric vehicle chargers to apartments, condos and offices, PolySync, an autonomous vehicle testing startup, and Argus, an automotive cyber security company offering software solutions to protect vehicles from hacking. The company’s patents state that the solutions will protect vehicles’ infotainment and telematics systems, in-vehicle networks, advanced driving assist, braking and door control systems and aftermarket solutions for non-connected vehicles. “With hundreds of millions of connected cars in use within a few short years, our vision is to have Argus protecting every connected car and commercial vehicle on the road,” CEO Ofer Ben-Noon said in an interview with Forbes. The event has done more in its existence than just offer the possibilities of emerging technology. At one point, it facilitated the pairing of GM and Lyft, which resulted in the automaker investing $500 million with the rideshare company to develop driverless, on-demand vehicles. The concept of a sharing economy that has emerged in recent years is part of why the event was rebranded, a fact that Mark Fields, CEO of Ford Motor Company, was well aware of during his opening remarks. “People’s mindset is changing from owning, to owning and sharing vehicles. And so we’re looking at that phenomenon
16 Mobile Electronics January 2017
and we’re saying to ourselves, ‘Hey, how do we become part of the solution for that,’” Fields said. The event was attended by over 2,000 media and industry representatives, over 40 exhibitors and over 50 product reveals by automakers and technology companies.
Tech On The Move Many ideas were on display in the Technology Pavilion that offer solutions for different parts of the automotive industry. Software platforms like QNX, which powers Blackberry, and Genivi, an open source alliance for the connected car, presented one end of the solution for connected cars, while OEMs like Ford and Hyundai, and manufacturers like Garmin, which sells dash cams and driver assistance products, populate the other. One product promising to bridge the two worlds is Wind River, an Intel company that offers cloud-based software technology. The software offers a framework that promises to help facilitate vehicle-to-vehicle communication, safety applications, Smartphone compatibility and allows automotive access to the Internet of Things. “We are a subsidiary of Intel and work very closely with the Intel Automotive team. The demonstrations we are showing are for OEM equipment, typically not aftermarket equipment, with a few
exceptions,” said Dan Noal, Senior Director, Automotive Products and Strategy at Wind River. “If an aftermarket device has access to connectivity, it could be accessible. There are dongle-based aftermarket units on the market that could bring their own connectivity, so it’s certainly possible.” Perhaps the most popular element of Automobility LA is its promise to bring tech innovators and larger companies that impact the markets together in one place to do business. While this doesn’t necessarily result in a great deal of groundbreaking news during the event, it can easily be said that plenty of results come of it, such as the aforementioned GM/Lyft deal. Another such deal that should have a major affect on the safety category within the 12-volt aftermarket is the recent partnership between audio giant HARMAN and heads-up display maker, Navdy. The Navdy device attached the dashboard and is compatible with virtually any vehicle built from 1996 onward. The device offers users an all-in-one solution for showing turn-by-turn navigation, current vehicle diagnostic information (via the OBD II port) and connects to Smartphones via Bluetooth to offer control of music, text messages and phone calls, which can also be answered with a hand gesture. HARMAN plans to release the product to aftermarket retailers in January 2017. Navdy was located in the South Hall Pavilion as part of a smart mobility showcase area called GO, which included brands like Honda Robotics, Yamaha and vehicle delivery service, Skurt. “It used to be that if you needed a car for the day, the only solution was to wait in line and fill out tons of paperwork. We’ve solved this by creating an app that delivers cars directly to you, on-demand,” the company website said. The focus on making driving solutions as efficient as possible was a running theme throughout the event, with concepts like the 3D printed car and three-wheel vehicles like the Polaris Slingshot offering new options for the future. The aftermarket will either face these options as competitors or find ways to coexist with them.
what’s happening currently exist in the car are insufficient for a completely safe driving environment. “We have cameras, radios, apps that stream content, so we have lots of information telling us about the traffic situation. We have navigation to tell us where the nearest Starbucks is and where the cheapThe Navdy heads-up display, now part of HARest gas is around the MAN’s product offerings, will give 12-volt retailers a corner. However, thinkdirect way into the connected car market. ing deeper, what do we need? The next step is improving safety and getting us closer to fully automatic driving,” Hiebl said. “The range today is about 300 meters with radar gun. We don’t see around corners, we don’t see beyond curves. Maps need to be more precise, more reliable and give more updates. We have updates only one to two years right now. So we see there is a need to upgrade from what we have today.” Various think-tanks and technology companies Solutions for making it estimated that connected cars will increase in popu- to the next level in driver larity in coming years. safety and navigation accuracy already have the foundation laid in Talking Points many new vehicles today, Hiebl pointed A consistent focal point of past events out. Tools like backup cameras, blindspot has been the inclusion of expert paneldetectors, dash cams and various sensors ists to point out current trends and offer offer different safety solutions for drivers insight into how they will impact our already, but could all work together in a automotive future. Panels included “The different way to enhance that concept to Nuts & Bolts of Flying Cars,” “Carmakthe max. ers Confront the Change Challenge,” and “The basic idea is cloud-sourcing. “Cybersecurity Next Steps: Securing The Using data from a lot of cars today that Future.” One panel that could impact the provide assisted driving. Lots of cars have direction of the aftermarket was “New cameras and sensors,” Hiebl said. “The Frontiers of Navigation,” which discussed idea is to take all of that information, how navigation programs will change in send it up to a cloud, analyze the data coming years. with the most up-to-date mapping inforJohann Hiebl, Executive Vice President, mation and update the system with that Infotainment & Connectivity, Contineninformation. It will be broadcast through tal, explained that all the elements that the cloud to all vehicles that can use it.”
18 Mobile Electronics January 2017
The remaining speakers approached the topic from different angles but with the same goal of promoting the growth of navigation software to enhance safety.
Connected Dots Overall, the event delivered on its promise to offer a little bit for everyone on the concept of providing insight on what a possible connected car future will look like. Every hall was filled with new possibilities for consumers, from customizable vehicles with Tesla and the 3D printed car to in-vehicle accessories like the Navdy that will enhance the driving experience while emphasizing safety. New vehicle releases also showed consumers a different future with unique concepts like the Elio E1C, a single-driver vehicle with a slim design to allow for more versatility on the road and in parking lots; the futuristic-looking Acura Precision Cockpit includes a heads-up display, environmental schematic of all traffic around you and shows when it’s safe to change lanes. Much like any technology when it first appears, there will likely be a period of consumer decision-making, much like with the Blu-ray player and HD DVD. Consumers will have to decide between OEM-provided products and aftermarket options, which may have the advantage due to the high cost of new car add-ons from the dealer. The aftermarket has the opportunity to incorporate devices that plug into the OBDII port and link with virtually any vehicle to make both an enhanced experience in the car while interacting with the world around them thanks to the Internet of Things now emerging in most U.S. cities. Such innovations are already taking place thanks to large corporations with a vested interest in said technology, including Intel, which will invest $250 million in autonomous driving with cities and companies looking to build the infrastructure for the concept. During his keynote, Ford CEO Mark Fields acknowledged the importance of major companies getting involved. “We are on the cusp of a mobility revolution. Mobility is really not just about technology. It’s about people.”
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Steve Brondstetter (right), along with his brother Dave (left), have been building the shop’s business primarily through social media advertising since starting the business six years ago.
Facing Forward Located in a residential area, Altimate Automotive relies on Facebook advertising to drive business rather than traditional means. WORDS BY ROSA SOPHIA
How impactful can online marketing truly become? Steve Brondstetter of Altimate Automotive in Bay City, Mich. stated that Facebook marketing accounts for 35 to 50 percent of the business’s monthly sales, but learning how to utilize the online platform to efficiently drive sales was definitely a learning curve. “I’ve been in business 22 years and owned this shop for six years,” Brondstetter said, adding that with the amount of money the business spent on regular advertising, they never had a positive enough return. Now, Facebook and word-of-mouth provides much of their exposure. With 7,500 fans on Altimate’s Facebook page, Brondstetter is able to drive business locally using
20 Mobile Electronics January 2017
Facebook’s targeting capabilities. He is able to utilize Facebook’s platform to track where sales are coming from. “The way their algorithm works, it took us a while to figure it out, but it works well,” he said. Brondstetter started the business doing custom work on vehicles. “Appointment only,” he added. “I didn’t even have signs on the building. I didn’t go full retail until three years ago. I was still working for other shops that did new custom work.” Because of the work he was already doing, he had a healthy start on Facebook with three to four thousand followers. Disappointed with the customer service he was seeing in other shops, he eventually decided to branch
out into retail in his own business. “At that point, I had enough clientele. It was a big risk, but I was done, and then went full-on into this and used my Facebook page that already had followers from the work I was posting to help generate sales.” According to Brondstetter, when he boosts an ad on Facebook, he is able to see the activity on the ad, “whether they clicked on a picture or commented. After an ad runs, you can go back and look and see how they interacted,” he explained. “Generally, if someone messages [on the ad itself ] we don’t comment back, we message them personally. That works better because you don’t get price wars.” Instead of discussing it publicly, Altimate Automotive goes directly to the customer and answers their questions in a private message via Facebook. “Our last ad we ran for $250, and we got 15 to 25 sales from that ad,” Brondstetter said. “That’s how we track it. If we book through the page, we write in the book it was Facebook versus a call-in. When they call, we ask where they heard
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Who’s Who Amari Schwartz Perfectionist Auto Sound & Security Anchorage, Alaska Years of industry experience: 4 Hobbies: Travel, wine, hanging with family and friends What you’re really good at: Planning and multitasking
Andy Warmath Start To Finish Automotive Dyersburg, Tenn. Years of industry experience: 6 Hobbies: Family What you’re really good at: Sales and customer service, motivating my team
Angel Santana Coquis Custom Auto Palm Bay, Fla. Years of industry experience: 25+ Hobbies: Being with family What you’re really good at: Talking to my customers
Odin Mattes Earmark Car Audio Plano, Texas Years of industry experience: 24 Hobbies: Guitar, fishing, guns What you’re really good at: Having a good time
22 Mobile Electronics January 2017
The store runs promotions on Facebook to help drive sales. of us.” If a customer was led to the business via Facebook, Altimate Automotive will hear about it when they inquire, and take note. “Facebook does a good job of tracking.” Altimate also uses Instagram and Twitter, but most of their marketing is routed through their Facebook page. “In Instagram and Twitter, it’s hard to target locally. There’s no way to set up targeting. Facebook, you can target a 25-mile radius if you really wanted to,” Brondstetter said. “We’re in the worst location. We’re in the middle of a residential area. Closest business is one and a half miles, two miles away.” As a result, most of Altimate’s business comes from word-ofmouth and Facebook. However, they also use Google Adwords. “It took about a year to get it working fully.” Currently, when people search car audio related businesses within a 100-mile radius, Altimate Automotive is often among the first results in a Google search. In terms of other marketing approaches, “We sponsor local football teams, anything local for schools and stuff like that. I don’t know if we get anything from it, but we help out the local schools. It’s our way of giving back to the community. That helps.” Altimate also keeps an eye on what the competition is doing. “We monitor everybody’s page in the same type of business in
Michigan, so we watch all their pages and how they interact with customers,” he explained. “If we’re awake and it’s 11 at night, if someone comments, we reply usually within minutes. We get people who come in and say, ‘I can’t believe you messaged me at 11 at night.’ It is work and it takes work, but the customer appreciates it.” According to Brondstetter, learning to utilize Facebook’s algorithms has been essential when it comes to driving business. “It was hard at first, no doubt about that. Every year so far, we’ve doubled or tripled business.” Rather than posting a group of photographs at once, for example, Brondstetter found that posting one photograph was more effective and reached a wider audience. “When we post multiple pictures, it only goes out to 100 people or so.” That is, unless viewers go to the page on a regular basis to check for new posts. “The way the algorithm works, the only people who will see it are the active people who like the pictures regularly. But if you do a single picture with wording, it’ll get 10 times the amount of views,” Brondstetter advised, adding that a focus on service rather than product is very important. “It’s more about, ‘This is what we offer, this is our service, this is how we do things,’ that kind of thing. We sell us…not our product.”
Owners Cameron Powell (left) and Justice Berry (right) hope to change the landscape of their city by educating customers.
No More Limits After finding that local customers have limited notions about the possibilities of 12-volt, a new shop in Kansas City seeks to enlighten them. WORDS BY TED GOSLIN
For 10 years, Cameron Powell has been growing his knowledge base in mobile electronics by attending educational workshops, seminars and becoming MECP certified. Having previously lived in Portland, Ore. where his education was enhanced through retailers like Jason Kranitz of Kingpin Car and Marine Audio, Powell decided to take his knowledge to a market where it could be of use. Six months ago, he and his partner, Justice Berry, opened a car audio shop of their own on the outskirts of Kansas City, Kan., with the hope of educating a customer base that thought of car audio only in terms of the traditional car audio work. “We’re gonna try to do all fabrication in the shop. That’s the type of work my partner and I are looking to do,” Powell said. “Since I met Del Ellis and Jason Kranitz, I’ve stayed in steady contact with them. Seeing how they do it, I don’t feel there’s anyone here that does it their way
I’m trying to bring that to Kansas City.” Powell’s main goal is to educate customers about possibilities while showing them that not all shops are out to just take their money. “There isn’t a vast car audio scene out here. We’re trying to bring a new flavor to the mid-west,” he said. The shop, called Limitless Innovative Solutions, LLC. (or LIS Audio as it’s known to customers), has made an impact in the community since opening with strong social media marketing and online advertising. The company does not yet have a website, but has nonetheless increased its sales around 15 percent since opening its doors. Around 60 percent of the shop’s business is centered on custom fabrication, while the other 40 percent consists of traditional install work like head units and speakers. “We do local installation as well. We’ll go out to customer’s schools or work and do the install for them there.
The fabrication work is performed at the shop,” Powell said. “We get a lot of different types of customers. But most of our custom work is for middle-aged men who have been into cars for a while.” Despite the early obstacle of winning over skeptical customers, LIS has so far succeeded in its goal by employing a popular industry tactic. “We ask a lot of questions. ‘What was your bad experience? How can we help you find what you want?’” Powell said. “At the same time we do a personal tour. We show them what we do and show off our certifications. We expect them to come back. We will call every 30 days to check on the success of build.” For others looking to start a business or follow a similar business model as LIS Audio, Powell believes there is only one solution. “Knowledge. Certifications. Go out and learn,” he said. “Go out and meet the most knowledgeable people you can.”
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new products
The Winning Formula
The 2017 CES Innovations Awards have been announced, with each product solving a different problem in the aftermarket.
Alpine Electronics X209-WRA Weatherproof 9-inch System for 2011-Up Jeep Wranglers www.alpine-usa.com
Problems It Solves In The Marketplace - The X209-WRA Restyle Dash has numerous features including Apple CarPlay and Android Auto. Alpine claims to have conducted extensive research on Jeep owners to learn about the activities they do with their Wranglers. A common pastime for Jeep owners is to take their vehicle on trails or off-road and drive with the Wrangler’s top removed. However, this exposes the in-dash system to dust and rain, while the direct sunlight makes the screen difficult to read. The X209-WRA is built to solve this problem, being a weatherproof system designed to withstand dust and rain. In addition, it uses a high-visibility capacitive touch display that delivers cleaner and brighter images even in direct sunlight. Most Unique Features - The system is resistant to dust and rain (rated at IP53), which is a key benefit to Jeep owners who take their vehicles on trails or off-road and drive with the Wrangler’s top removed. It includes both Apple CarPlay and Android Auto. It has a high-visibility, capacitive touch display. The display uses an optical bonding technology which bonds the LCD panel directly to the touch panel, resulting in cleaner and brighter images even in direct sunlight when the Wrangler’s top is removed. Availability - March 2017 MSRP - To be determined. 24 Mobile Electronics January 2017
AudioControl DM-810 DSP Matrix Processor www.audiocontrol.com
Problems It Solves In The Marketplace - The DM-810 provides multiple input options, making it one of the most versatile Digital Signal Processors on the market, according to the company. It also allows multiple sources to be recalled through the optional ACR-3 controller, making it possible to have up to four different source units. AudioControl has also developed its proprietary Option Port which will allow future input options that will include pre-amp original equipment solutions. The Intuitive User Interface provides a simplified tuning experience for installers to tune complex active systems quickly and accurately like never before. The Integrated input and output RTAs gives installers the information they need in order to know what is going on with signal path, eliminating the need for external measuring devices. Most Unique Features - Matrix Processing, DM Smart User Interface and Dual Integrated Real Time Analyzers. The product is designed, engineered and manufactured in the USA. Availability - Now Shipping MSRP - $699
Clarion Full Digital Sound System www.clarion.com
Problems It Solves In The Marketplace - Clarion’s Full Digital Sound system is an all-digital sound system that maintains audio in an uncompromised, full digital form. Designed to eliminate fidelity loss, the systems efficiency is considered comparable to traditional systems many times its size, according to the company. Most Unique Features - Provides dedicated automotive grade LSI for digital speakers, supports connection with third party aftermarket center units and external audio devices, offers high-precision tuning, including Crossover, Time Alignment and Equalizer, and supports playback of high-resolution audio sources. Availability - To be determined. MSRP - To be determined.
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new products
Focal FDP Longboard www.focal.com
Problems It Solves In The Marketplace - The device is an 11-channel class GD amplifier with extensive crossover functions that allows one amplifier to build a complex system. It gives the customer “one monster amp solution,” when “you need 11 powerful channels and want to look cool doing it,” according to the company. Most Unique Features - 150W RMS x 10 and 2000W RMS x 1 under one chassis. Limited edition of 100 pieces being made. Fully regulated power supplies, four in total. Availability - First quarter 2017. MSRP - $3499.00
Navdy
www.navdy.com Problems It Solves In The Marketplace - Navdy is the first Augmented Driving device that leverages the power of AR to project information as a transparent image directly in the driver’s line of sight. The user interface projects maps, calls and texts, music and car info, and incorporates hand gestures for hands-free phone control. Navdy creates and defines an entirely new Augmented Driving category enabling drivers to interact with their phones and cars in a much more immersive, natural and intuitive way. The user interface projects a transparent image on the road ahead, incorporates hand gestures to accept calls with the wave of a hand, a specially engineered dial, and advanced software that lets users control their phone hands-free. Most Unique Features of The Product - Look Forward Display, Intuitive Interface with Navdy Hand Gestures, Navdy Dial to scroll, zoom and navigate menus fluidly, access to Siri or Google voice commands and Navdy’s Projected Navigation system, powered by Google Maps. Availability - Now available for purchase. MSRP - $799 or financed at $33 per month for 24 months with zero percent interest. 26 Mobile Electronics January 2017
Handcrafted in the USA the IDQ v.4 Subwoofers have stood the test of time as one of the most sought after sound quality subwoofers on the market today by providing the same great tonal balance, power handling and reliability true audiophiles have come to expect from Image Dynamics since Day 1. Image Dynamics USA
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new products Image/Next and American Road OmniDRIVE www.imagenext.co.kr/en/product#svm
Problems It Solves In The Marketplace - OmniDRIVE is a vehicle safety device with 360-degree and blind spot cameras, a digital event recorder integrated into a connected device. OmniDRIVE is designed to reduce accidents by removing all blinds spots on passenger car, truck or SUVs and records video proof of what happened in the event of crash. Improving driver safety is all about providing technology that assists a driver to operate a vehicle more safely at any speed without distraction factors. Technologies that deliver advanced visual warning have proven to reduce crashes by 40 percent according to NHTSA (National Highway Transportation and Safety Administration). This is why the federal government driver safety technology must not distract the driver and be implemented in such a way that driver input is not required for the technology to deliver the value of collision avoidance. OmniDRIVE combines the proven 360-degree OmniVue Surround View safety used by several automakers with the valuable event recording device in a vehicle. The driver gets enhanced visibility of their vehicle in the actual driving environment at both slow speeds or when making a lane change at 60 miles per hour. In this litigious society, being able to determine fault with actual video in vehicle crashes (unintentional or intentional) saves millions of dollars for insurance companies, drivers and law enforcement. OmniDRIVE solves that problem by seeking to reduce human injury, save lives and protect against vehicle damage. Most Unique Features - Five-channel DVR capability (four surround view cameras and one additional that could be a driver camera or dash-cam feed), open software for inclusion of GPS navigation apps, adds location-based data to incident recordings and offers commercial use fleet management integration software for commercial applications where vehicle tracking and efficient routing is required for optimizing productivity. When connected through Wi-Fi to a smartphone or 3G/4G tablet, OmniDRIVE can be deployed as a fleet management tool allowing for GPS location tracking and video telematics to reduce risk and liability for small- to medium-sized corporations. Availability - March 2017 MSRP - $1,099.95
VOXX Advent Blind Spot Detection System www.voxxinternational.com
Problems It Solves In The Marketplace - VOXX International’s accessory brand, Advent, has called the product the industry’s first aftermarket Blind Spot Detection System. The device uses microwave emitting sensors with approximately 30 feet of range. The system delivers audible and visual alerts to the driver when objects enter the blind spot areas and promotes increased driver safety and awareness, providing a universal safety solution for drivers and adding blind spot protection to vehicles with no factory option. Most Unique Features - High accuracy radar sensors, Speed Sense (adjusting speed), Smart Sense (detecting oncoming objects). Availability - Now shipping. MSRP - $899.99 28 Mobile Electronics January 2017
Mosconi 8to12 Aerospace http://mosconi-system.it/
Problems It Solves In The Marketplace - The 8to12 Aerospace is the audiophile’s link between the factory system and a full aftermarket sound quality system. While there are other options out there, Mosconi offers what it calls “the extreme high end way” with the 8t012 Aerospace. Most Unique Features - With the power of the 8to12 and the high quality components used, it is the only sound processor that works with 192khz/24bit resolution internally all the way through to the output stage without getting down sampled. With the auto source selector, the user is able to change sources by simply hitting play on a device. There is no absolute need for a separate controller. You can also have a certain tune or setup for each source which can be set to switch automatically with that source. Availability - In stock now. MSRP - $1,399.00
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real world retail
With a hardened leader like Ric Moore at the helm, Top 50 mainstay, Dr. Dashboard has taken Indiana by storm, despite internal struggles and contending with economic instability. WORDS BY TED GOSLIN
Choosing a career path isn’t always a choice you make alone. Sometimes the world, other people, or possibly fate, intervene to shine the light on a new path. Bill Goldberg began his career tackling professional football players on the field for the Atlanta Falcons, but due to a serious knee injury, he turned to the world of professional wrestling and began tackling, or “spearing,” his opponents on the
30 Mobile Electronics January 2017
way to becoming one of the most popular stars to ever grace the squared circle. Ronald Reagan began his career as an actor but got bitten by the political bug and began speaking on behalf of General Electric, which started him on his path to becoming President of the United States. Each path illustrates something many people have in common: While you don’t always land in your first choice of careers, sometimes a similar, yet better option is
right around the corner. Ric Moore is such a person, having started his career working in music production in 1985. “My background was live sound. I’ve always been interested in music. I’m one of the baby boomers that grew up on classic rock. I bought all the albums and knew all the songs by heart,” Moore said. “I got involved with a guy that was in a band. He had a board that I learned on the fly.” To enhance his knowledge of live sound, Moore moved to Atlanta, attending a trade school called Music Business Institute. There, he learned about artist management, video production and audio production. “I made some pretty good friends, went on tour with a band called The Producers. I was stage manager and did guitar tuning, set up and tear down, keyboard setup and tear down,” Moore said. “After the tour, I moved back to Evansville. The music scene was okay. I
ran into a couple guys I knew locally, ran successful at it. I found out that was my sound for some local bands. That’s when niche.” the transition happened in 1988. I was 27.” Realizing your dream job isn’t panning out might send some people running into a safe office job somewhere, but not Moore. Thanks to a tip from his wife’s cousin about a local 12-volt shop being in need of a salesman, Moore soon found opportunity in an unlikely place. Ric Moore, Owner, Dr.Dashboard “The opportunity presented itself to work at this local car stereo shop. I knew what car stereo was Soon enough, Moore’s niche became a from doing it with a buddy in Atlanta. It passion and he had found his new wasn’t something I wanted to do at first,” path. And as fate would have it, there was Moore said. “This store was looking for one particular sale that sealed the deal a sales person. My wife’s cousin worked for his new chosen career path. here and he got me on as a salesman. I “The one memory I’ve always had was got hooked on the business and was fairly the first big sale. We were a little shotgun
retail center in a four-shop strip mall. I had been working there a month or so,” Moore said. “A guy came in, I helped him out, went through the whole process. He spent a thousand dollars. Right then I knew I could do this. The owner called me and said it was the biggest sale we had in a while. Recently, that same customer came back to the store and we recognized each other immediately. It was pretty great.”
Early Battles After working for Dr. Dashboard for around seven years, Moore decided it was time to make his passion permanent and found opportunity when the company began selling off locations to other employees. “[The owner] sold one store to the
FAST FACTS
DR. DASHBOARD www.drdashboard.com Location: Evansville, Ind. Number of Stores: 1 Facility Square Footage: 6,900 Store Type: Traditional Retail Number of employees: 10
KEY STAFF
Owner(s) - Ric Moore, Cindy Moore Store Manager - Craig Clark
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real world retail he would sell me the Evansville store because it was kind of a cash cow,” Moore said. “I asked him if he would have a problem with me moving to Paducah, Kentucky and opening a shop there. Or he could sell me the store. The process took about a year, but he sold me the store.” Thanks to help from his parents and generous loans from a local bank (a product of decent credit and the times), Moore Moore took over one of the chain stores previously began the process of owned by an old boss, eventually outgrowing the locaremodeling the shop tion and moving to a larger space. to his liking, adding new carpet, tools and a new counter, among other things. The shop remained open during the remodel, which may have been a mistake, according to Moore. “We did less than a $100 on our first day. After we got the remodeling done, business continued to grow.” Today, after moving twice to accommodate its growing business, the company now operates within a 6,900 square foot facility. As of June 2016, the facility has grown by 1,400 square feet due to an added install bay space used mainly for larger vehicles like boats, RVs and semi-trucks. The showDue to a growing demand, an entire bay was conroom features curved structed to accommodate boats, RVs and semi-trucks. counters and WinTech displays, which store manager in Terre Haute [IndiMoore purchased prior to that company’s ana]. My wife’s cousin bought the store demise. in Owensboro [Kentucky]. I didn’t think Over the years, the number of employ-
32 Mobile Electronics January 2017
ees has fluctuated between seven at its lowest and 15 at its highest. Currently, the shop has 10 total employees. While the current environment is healthy thanks to its strong employee tenure, Moore admits that wasn’t always the case. “Right after we bought the store, we had four employees that resigned, went less than a mile down the road and started their own shop. We had that happen twice,” Moore said. “I just had faith that it didn’t matter. I was still going to do what I wanted to do and train my guys to do it that way. It’s all about courtesy, honesty, fair price and treating everyone fairly. Don’t lie, don’t rip anybody off. If somebody wants a refund, give them a refund. If you do business the right way, God willing, you should be able to survive. Needless to say, they sign ‘No Compete’ clauses now.” To solidify his staff, Moore employed his nephew and son, along with his wife, Cindy, as bookkeeper, who is also a wellknown science fiction author. Other employees were found without the need for traditional channels. “We found techs through them coming to us. We’re picky about who we allow to come in. It’s a fast-paced environment,” Moore said. “The guys that don’t make it, are those who don’t come to work on time or at all. I have very little patience for that. If you give 100 percent, you’re not late and have no excuses, I’ll give you the benefit of the doubt. If you’re always late or have a bad attitude, I don’t need you.” Thanks to that model for staff hiring, the hard work of getting the shop remodel completed was made easy with employees who know how to work on their own. “The old shop floor was in really bad shape after 15 years. So when they got done [with the added bay], we shut the old shop down, which is six bays, stripped everything out of it, stripped floor to bare concrete, repainted, pulled everything off the walls and pulled the existing garage,” Moore said. “That hurdle, getting to that end point, took some determination on our part. We had key employees that stepped up and took the lead on getting that old shop remodeled.”
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real world retail
Social Ally
In order to get his advertising house in order, Ric Moore hired a manager to strategize online marketing campaigns, with great success. “In November of 2015 we hired a social media marketing manager to work onsite 25 to 30 hours a week to maintain our online marketing and image. We started with an email and Facebook campaign to back up our TV and radio for Black Friday. We ran similar promotions in December, January and February. Gross sales for the period were up 25 percent. Initial goals were to have a bigger online presence and maintain a positive image for the brand. “We devised a strategy early and met at least twice a week to gauge the progress. The plan consisted of email blasts with landing pages on our web site, a consistent message across all channels, and a solid Facebook campaign. Consistency and timing of messages were the biggest challenges. But we exceeded expectations.”
All technicians at Dr. Dashboard, including Drew Baumgart (above), are MECP certified.
The shop follows a traditional retail structure, selling mostly deck and speaker builds, while including safety and custom fabrication in its arsenal of work.
Existing install bays were remodeled to include a new epoxy on the floor, fresh paint on the walls and ceiling and new window trim. 34 Mobile Electronics January 2017
Sales staff are rewarded with spiffs on high profit models or for selling overstocked models. Sales staff are paid straight commission while installers are paid hourly wages. Employee perks include regular Christmas parties, Christmas bonuses and lunch a few times per month, usually on Saturdays. Installation work is divided by specialty, which includes mobile video, remote starts, side by side audio, Harley-Davidson audio, traditional amp and sub installs and fabrication work. Custom fabrication work is conducted in a separate wood room using two router stations, a table saw, carpet bench and drill press. All technicians are MECP certified. In addition to the install bays, the shop features a traditional showroom, various displays, a sound room with more displays, a public restroom, employee restroom, customer lounge with two TVs (one for local TV, one with company and vendor ads), free Wi-Fi, a Coke machine and a charging station with four outlets. “I had one of my techs make a holster for it. Two people sitting next to it can plug in to it,” Moore said. The store includes an open showroom with two curved gondolas. A Polaris Razr XP1000 is parked between them complete with a Rockford Fosgate Stage 4 that plays during the day. The closing desk is to the right of the vehicle and has four sales staff/client closing stations with computers to discuss estimates.
50 percent of our business. That includes safety products like Backup sensors and backup cameras. This is truck country, so we see a lot of Ford, Chevy and Dodge Rams.” As hard as Moore and his staff work to stay prepared for any type of sale, there are some vehicles that aren’t compatible with a particular product the shop sells. “I’ve got a call from a guy with a Porsche Cayenne looking for a remote start. Another guy called with a 2011 Land Rover LR4 looking for the same thing. There is no solution for those cars. If a tech were to try to tackle that he’s flying by the seat of his pants,” Moore said. “What I’ve got to keep reminding myself of is that for every car that doesn’t have a solution, I hang up the phone, there’s a Chevy, or a familiar truck that comes in. There’s 25 other people right behind him who are looking for something. There are plenty of fish in the sea.”
Moore applies the same strategy to clients who are not a fit for his store, acknowledging the importance of maintaining a certain standard for both work and customer quality. “A girl came in recently with a 2016 Ford Edge wanting us to install an amp she had removed from her previous car. I looked at it and saw that it was a really old Explode amplifier. She’s driving this 2016 Ford that has a brand new touch screen radio. I told her, ‘Look, for us to do this amp install, we charge $250 plus parts.’ I didn’t even try to sell her a new amp because she only wanted the old one installed. Sometimes you gotta walk away.” In an effort to attract the right kind of customer, the shop strategy begins right when the customer enters the doors, thanks to a specialized greeting Moore created. “First you look at the customer and
The Right Kind of Business After having its biggest year ever in 2015, the shop has had to contend with difficult times in 2016 with the loss of two key sales staff. But like all other obstacles so far, Moore and his team found a way. “They went to different industries. It’s been a challenge. The two guys I have here currently, outside of me and Craig, one’s been here two years, the other almost two. This isn’t an easy industry to learn but we have in place a lot of tools to help them become better, more knowledgeable, more ambitious,” Moore said. “We mostly sell the traditional deck and fours. Whether it be your Carplay unit, amp and four speakers, or whether it be a simple Bluetooth head unit, that’s about
me-mag.com 35
real world retail process. We use no T-taps, but do use expensive Tesa tape and InStyle tape on all harnesses. Our mission statement is ‘We’re a premium car audio retailer. We’re not the cheapest in town The shop changes its look for its annual Black Friday sale, but we’re the complete with hanging signs for the occasion. best.’ You figure out how you’re going to greet know the story: Go cheap now, you’ll end them. Don’t do the thug thing and say up paying more later.” the person coming in is my age so I’ll Sales staff take their time with customapproach them that way. Get a sense ers to make sure specific needs are met for what kind of person they are and let and they understand what the shop does them do the talking. Then ask if they to a vehicle once it’s in their hands. To brought their car and if you can look at maximize profits on sales, sales staff start it,” Moore said. “Sit in the driver’s seat. high and come down if a customer asks Look for Bose, Bluetooth, steering wheel for it and if it remains profitable after controls, rear seat entertainment. Estabsaid reduction. “I’ll ask what they’re looklish what they’re looking for. Get an idea ing to spend. I step down to next family of what they want, give the low-down of speakers. We don’t carry a ton of stuff, on installation, which has a warranty if just a few brands,” Moore said. “The you own the vehicle. Explain to them our products are what we choose. We have a
lot of manufacturers knocking down our doors. We carry the full Kenwood line. For remote starts, we carry Viper. We use another brand as a second source because they have solutions we need and only carry those solutions.”
Sound Strategy Great customer service and strong quality have done wonders for the shop’s reputation, allowing consistent growth mainly through word-of-mouth, with less than 10 percent of the store’s sales budget required for advertising campaigns. The location helps drive traffic as well, with approximately 10,000 to 11,500 vehicles passing by per day. Targeted promotions are run throughout the year to boost sales when needed. “We’ll run promotions November through March, ride that residual wave through June, then do a little in July through September and hit it hard again in November,” Moore said. “We try to do a little bit of everything. It seems that Facebook and TV marketing are probably the best for us. Email and radio are right behind that.” By using network television commercials to advertise, the shop reaches all of Evansville and its surrounding area. The ads are only run during sports and news to maximize outreach since those
A Valued Partner
“We’ve been with Kenwood forever. We have a great relationship with the rep firm and the regional sales manager. “Over the past six months the Carplay unit has been a win-win for everybody. I’m most excited about the next version of Carplay that will come out. “Kenwood has always been a very easy vendor to deal with. They’ve always treated us fairly and when there is a problem they are willing to compromise to resolve issues.”
36 Mobile Electronics January 2017
are two categories that people prefer to watch live in general. “I used my own TV habits as an example. We like to watch a lot of the network shows. I have a DVR so we fast forward through a lot of commercials. If we like Colts football I’m not fast forwarding that. It plays live,” Moore explained. For seasonal marketing, the shop pushes its annual Black Friday sale, which features deep discounts and door busters. The event is promoted with in-store banners and through its regular marketing channels. “They’re pretty successful. These promotions are based around selling things $50 bucks cheaper than authorized dealers. We still get the accessories and labor, but gain or retain a customer,” Moore said. “We get a lot of phone calls. Once you get them in the store, I’m confident my guys have got it down. We have a good presentation, so we’re okay there. We have the best products and an
impressive shop. The shop tour is usually reserved for the guy who drops off his 2016 Harley for an upgrade or a new Razor or motor home.” With its main strategy of only offering premium products and services for customers, while accepting that not all customers are a good fit for the business, Dr. Dashboard has accomplished a great deal in its 21 years. “Finishing the bay was a huge accomplishment, especially with the employees taking the lead on it. It took just under three weeks. The store manager was on vacation when we started. When he came back, the shop was destroyed,” Moore said with a laugh. “We’ve also made Top 50 Retailer four of the last five years. The challenges have been improving work quality and the staff staying focused throughout. But everyone understands what we’re trying to do here.” The shop has also made great strides
in the local community by donating every year to the Evansville Christian Life Center, which gives people access to free housing via a homeless shelter. Due to the remodel, a 2016 donation could not be made, but Moore plans on donating again next year, as long as the shop’s primary goal is met along the way. “We need to keep the bays busy as best we can through our marketing efforts. We probably won’t stop marketing this year. We might do 10 to 12 months. If the bays are busy, we’re doing what we’re supposed to,” Moore said. “It’s not a nineto-five job. If you’re a business owner, it’s a 24-hour job. It’s your lifestyle. You don’t want to put that in someone else’s hands. I love the satisfaction I give customers. They don’t have to come here. When you go out to their car and give them their demo and as soon as you fire it up, they’re smiling—without that, we’ve got nothing.”
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behind the scenes
The company has come a long way from its small roots in a garage to operating on a massive campus in Oxnard, Calif. and using two distribution centers across the country.
Family Of Solutions From garage to global presence, Scosche honors its SoCal roots while expanding its horizons and maintaining its family focus. Being a 12-volt business is interesting and challenging. Being a 12-volt business that is family-owned and operated takes it to another level, especially considering that less than one third of family businesses survive the transition from first to second generation. Scosche, which was founded by Roger and Scotia Alves, is going on its 37 th year of business with the next generation, brothers Kas Alves and Vince Alves, serving as executive vice presidents. Back in 1980, the company operated
38 Mobile Electronics January 2017
out of a residential garage in Southern California with its roots in research and consulting. When the focus turned to car audio, the first clients included heavy-hitters Alpine and Kenwood. Seeing major potential in the automotive audio aftermarket, Scosche developed their first dash kit and launched what has become a signature product category for the company. In fact, the first of the company’s 100-plus patents in 1994 was for a GM vehicle dash kit. From its humble start to a sprawling
campus in Oxnard, Calif., the company now has two distribution centers. One is located on the main campus while the second one, which boasts 14 docks and 30-foot side wall construction, is based in Spruce Pine, Ala. It allows Scosche to reach 37 states within 48 hours using standard ground services. The company has an international presence with an office in Hong Kong and as its products are sold in more than 50 countries. Not only has Scosche grown out of its garage, but it has significantly expanded its range of offerings to more than 4,000 SKUs. In addition to dash kits and wire harnesses, its products include antennas, amps, speakers, subs, speaker enclosures, Bluetooth accessories, power and audio cables, iPhone accessories, and much more.
Business In A Dash “If you go back 20 years ago with the company, there were dash kits and wire harnesses, and that was the extent of the 12-volt line,” said Nate Perkins, 12 Volt Team Manager, now on his second stint with Scosche. He was previously with the company from 1997 and 2010. “Today it is much more technologically driven as far as integration and with being able to add on to your OEM system with different auxiliary inputs, adding an aftermarket radio to your factory amplifier, or your factory warning system,” added Perkins. “Integration has really come to the forefront.” The impact has been far reaching for the consumer. “Consumers are intimidated,” Perkins said. “They look at their OEM car stereo and wish it did a couple more things. But some of the guys who have these vehicles are guys that started out 20 years in the industry when it was easy to make changes. Now they look at it and it’s a whole other animal. The dashboard is more integrated with the entire system of the vehicle—the radio, the AC controls, the warning chimes, and the warning systems. There is really a huge intimidation factor. So one of the biggest hurdles right now is educating the consumer that they can change out their OEM stereo, they can integrate with it, and they can add to their experience.” Not to mention the challenge it creates for dealers. “One of the biggest hurdles on the dealers’ end is embracing the amount of inventory they’ve got to have,” said Shane Condon, 12 Volt Product Development Manager. “It used to be that they could stock a few items and be pretty confident that it would cover anything that came into their install bay. That’s just not the case anymore. More and more dealers are stocking the basic items, but then they use the just-in-time inventory system for everything else.” To put a finer point on it, Condon explained, dealers not too long ago could easily cover 90 percent of the applications and would use the manufacturer for 10 percent just-in-time inventory. “Now they’re only covering 40 percent and 60
The company’s Integrated Touchscreen Solutions offer solutions for numerous vehicles, including the FD1441AB for 2010-2014 Mustangs, the FD6209B for 2015-up Ford F-150s and the LS2151B for 2006-up Lexus IS series with HVAC.
Dash mounts for iPad are available for different model vehicles, including Toyota, Chevy and Dodge trucks for an MSRP of $49.95.
me-mag.com 39
behind the scenes percent just-in-time inventory. The kits it can be hit or miss. You can get everyReplacement Interface. are getting increasingly complex and thing in on any given day so dealers will ITC solutions have been introduced they’re getting more expensive as well. It stock as much as they can knowing that for the Jeep Grand Cherokee (2014 and can be a tough pill to swallow for a dealer anything else they need is two days away.” up); Honda Accord (2003 - 2007); Ford to stock every option they could potenF-150 (2015 and up); and additional ITC tially see in their install bay.” First Impressions solutions were scheduled to be available Certainly for dealers and installers it With its long tradition of introducing for the Ford Mustang (2015 and up) and used to be much simpler. There was one market firsts, Scosche continues to forge Dodge Durango (2014 and up) last month. Chrysler kit that fit every single Chrysnew ground. According to Condon, the Also being spotlighted will be the comler vehicle 1974 pany’s new DDR to 1997. There (Digital Display was a second kit Retention) solufor every vehitions—the first of cle from 1997 to their kind being 2007. “Now every introduced in the single vehicle that industry. These is released has a advanced car audio different dash kit,” replacement soluCondon said. “The tions have built-in OEMs previously visual animations used the same for important vehiplatform for all cle HVAC features their vehicles and like air flow selecjust changed the tion, defrost, defog, shape, but now and more. every vehicle has a “These interThe Magic Mount uses high-powered magnets to secure devices on or different platform. faces are complex around the dash without the need for a cradle and with no damage to the Whereas you could applications where device. have one Ford kit you have a lot that did a 15-year of things driven span now you have 15 Ford dash kits over biggest disruptor in the industry right through the head unit,” said Perkins. a 2-year span.” now is how heavily integrated OEM “But it’s not complex enough where we With the wide range of dash kits that radios are becoming. would need to go with one of our InteScosche offers, they have become an “Especially for us, for a company grated Touchscreen Control solutions. It’s invaluable resource and can knowledglike Scosche, that specializes in OEM a happy medium there. The consumer ably advise dealers on what to stock. Of radio replacement accessories, it repdoesn’t have to fork out the cash for a course, each case can vary widely. resents both a huge hurdle and a huge whole touchscreen interface. But they get “Retailers ultimately have opportunity,” he said. “That’s why we’re the same level of integration which would the best idea of what kind of vehicles expanding into new categories like our retain all the in-vehicle menu settings they see in their stores and their marketintegrated touchscreen solutions and our which are in those really advanced OEM place. We tell them what our top selling interfaces.” head units. They can still use any other items are—and that can help them figure It will be a big focus for what attendees brand of double-din head unit with a rear out the scope of what they might see. see from Scosche at CES. camera input and retain all those features Then we break it down by region and Scosche will be highlighting its via steering wheel control–driven menus.” by retailer,” Condon said. “Shops in the Integrated Touchscreen Control (ITC) The new DDR solutions include the upper Midwest are not going to see a solutions, the first of their kind to be ones for the 2015 and up Kia Sorrento/ lot of Hondas and Toyotas. So you know made available in the marketplace. They Sedona; 2015 and up Kia Soul/Sportage; that they’re not going to stock heavily retain vehicle setting and convenience 2016 and up Chevrolet; and 2013 and up on those items. That’s where the two-day menus that would otherwise be lost upon Dodge Ram Truck. just-in-time shipping works out really removal of the factory radio. well for them. They can focus their attenThe ITC units include eight back-lit Opportunity: Apple tion on the Chryslers, Dodges, and Fords buttons for common vehicle features Entering new categories is, of course, and know that if something oddball plus touchscreen control for HVAC funcold territory for Scosche. During the comes in, they can have what they need tions and specific trim level features. All 1990s the company introduced its EFX in two days. In some place like California models include an integrated Stereo line of high-end power distribution
40 Mobile Electronics January 2017
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behind the scenes
The 8AWG OFC Moto Amp Power Kit for motorcycles includes a waterproof mini-ANL fuse block design with machined brass inserts to allow for convenient access along with installation security.
The StrikeDrive Converter solves a new problem by converting audio from an iPhone 7 using the lightning cable and passing audio through an auxiliary 3.5mm cable to the radio’s auxiliary input. blocks, terminals, wire and connectors. Then there is the SOUNDKASE brand, a line of CD/DVD Storage cases, visor organizers and backpacks.
42 Mobile Electronics January 2017
In 2001 the Apple iPod was introduced and Scosche lost no time with its first-tomarket variety of aftermarket accessories. One product was a solution to help iPods
interface with car audio systems to allow audio to play through both aftermarket car stereos and OEM units. As other Apple products continue to enter the market, Scosche has been there to create new products, many of them firsts, to complement these products. Scosche designed and developed a Firewire-to-USB 30-pin charging adaptor for the iPhone 3G which addressed charging issues relating to older 30-pin 5v charging inputs. “Apple has impacted the car environment significantly,” said Perkins. “It is amazing how fast it happened. Less than 10 years, even 7 or 8 years ago, people didn’t understand what the capability of their phone was. They didn’t realize that their phone was their life. We would talk about integrating your iPod into your car and everyone said: Well, I have a radio. What do I need to do that for? Nowadays, people are asking what do they need a radio for? I have my iPhone. It has been a fundamental shift in thinking of the average consumer.” Also brand new for Scosche is the just-introduced Dash Mount for iPad. It quickly installs minus the need for tools. It offers a custom, quality fit, and low profile design. Also to be shown at CES is a line of wireless charging products. According to Scosche, it melds state-of-the-art advanced wireless charging technology with the company’s Magic Mount magnetic mounting technology. In the day and age when there is continued talk of a driverless car and an ever-changing in-vehicle environment, Scosche is staying the course. “I like driving my own car very much. We will leave that driverless stuff to Apple and Google and find the right time to jump in when it makes sense,” Condon said. “What we want to do is be here to assist and help the dealer and ultimately the consumer,” summed Perkins. “If they want their phone mounted to the dash, we want to help with that. If they want a sound system, we want to help them with that. We want to help with anything they want their space to be—and their car is their space.”
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strategy & tactics
The three shop owners of 806 Autowork (left), Ocala Car Audio (center) and Industry Auto Designs (right) have shared similar struggles during their time changing locations.
MOVING ON UP How can a business retain or attract a client base during or after a move? Owners and installers share their tips and experiences when it comes to moving to a new and improved retail location. WORDS BY ROSA SOPHIA
M
oving is an experience often met with reluctance—packing things in boxes, labeling, loading everything onto a truck and then unloading. While moving from one residence to another can be hectic, moving a business involves even more complications. Opening a new business is just as fraught with questions and concerns. What are the best ways to notify clients of a move? If you’re moving out of town, will your clients travel to meet you, or will you have to attract a new customer base? When opening a new business, what’s the best method for spreading the word? Parish Tanner of Ocala Car Audio in Ocala, Fla. has moved several times in his local area, finally ending up at his current location in late 2014. “Stay in touch. Set up an open house and invite people in to tour new
44 Mobile Electronics January 2017
facilities,” he advised. Retailers and owners agreed that careful planning is the key to any successful move, and there are a number of approaches retailers can take when notifying their client base. Regardless of how a business chooses to notify clients or attract a new client base, it’s important to get things going as quickly as possible. Opening a new business requires the same meticulous approach. Bryan Turvaville recently founded 806 Autoworks in Amarillo, Texas after working professionally in the industry for 14 years. “Opening your own shop is not an easy task,” Turvaville said. "There is a lot of hard work and dedication that has to pour into the business. You will have to make some sacrifices. But if you stick it out, and push through, it can be one of the most rewarding things you will ever
do. I am a new shop, and I know I will have difficult times ahead, but I am ready for those challenges and will take them head on.” As a first-time owner of a mobile electronics retailer, Turvaville’s new location is about a mile away from his previous employer. “I entered the industry in 2002 when I attended Acoustic Edge Stereo Institute. From that point forward I had always envisioned owning and operating my own shop,” Turvaville said. “It took every bit of that 14-year span to gain the experience and knowledge to get to this point.” Tanner has moved enough times that he’s familiar with the process, and had originally started his business working out of a car port at his house. “I got into the new building and it was probably a couple months before we were fully up and running to where we needed to be,”
he said in regard to his current location. “We were in the building for just over a year when we bought new displays from AvidWorx. We put those up a year ago. I still don’t feel like we’re completely done. For us to get up and running—four to six months.” For each retailer, the amount of time needed may vary but the basic difficulties and issues involved in transitioning remain similar.
Big Day Prep When seeking a place to open his brand new shop, Turvaville looked at several areas before discovering his current location. “I was driving by this one and happened to notice one of the spots had become vacant. It was facing the interstate and had high visibility and easy access,” Turvaville said. “I realized the potential this spot might have because of where it was located. None of the other locations were easy to access or didn’t give us any visibility from the roadway. We looked at it and realized the show room area was extremely nice and the shop area had plenty of space for us to start up and grow.” At Tanner’s previous location, the area was small and difficult to work in. The new location is a 5,000 square foot building complete with dedicated fabrication area and space enough for separate installs and window tint work. According to Tanner, the retail area is smaller and there’s more room to work, with “a
large fenced in back area with room for semis and trucks to pull around, which has led to a lot of boats. We did more boats this summer than I did in my five years at the old location,” he said. When it came to equipment, Tanner had begun collecting fabrication tools six months to a year prior to the move. “Within the first month I had my fab shop up and running,” he said. The business also does window tinting, which “was a significant investment, but it paid off. It lets people know we’re in the window tint business and we’re here to stay.” Turvaville stated that he gave a one month notice to his previous employer before he left to open 806 Autoworks. “During that time we were able to get everything set up and ready to open,” Turvaville said. “We utilized a pickup and trailer to move all the equipment we needed. Moving my tools didn’t take long at all. We used a couple of weekends and moved equipment.” Sometimes a move is considerably farther than just around town. Andrew Evens, owner of Industry Auto Designs, wanted to be somewhere warm, so he packed up and moved from New York to Las Vegas. According to Evens, he didn’t move with the intention of opening a business, and he only brought a small tool box and other personal tools with him—nothing large. “I lived in Las Vegas for five years before I decided to open a shop,” he said. “But the first few months opening my
own shop was slow moving. I was busy enough just for myself to do the work. It wasn't two months later that I had to get employees.” Evens had a solid customer base in New York that he left behind, but added that he still keeps in touch with many of them today.
Spreading The Word Moving is never easy, but it can be easier for some and more difficult for others depending on the situation. Letting customers know about the move well in advance helps to retain established clients. However, sometimes it isn’t possible to start as early as desired. When a business moves from one location to another, they can utilize social media, direct mailers, fliers and email to notify customers. “Same county, same town. Moved a few miles away,” Tanner said of his own experience. “This last time, when I moved I lost my phone number as well. My partner opened a new name with the same location.” Something like this can make things a bit confusing for customers. “It caused difficulties. We definitely had some hiccups,” Tanner said, after leaving his partner behind to open his business on his own. “2015 was a little tough. 2016, we’re back on track to where we should’ve been. We had a strong year. With direct mailers, we let customers know. We’ve also done direct phone calls, calling clients going back two or three years to invite them to see our new facility.”
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strategy & tactics my old staff. They had bad habits that led to negativity so I was trying to shake that off.” For Tanner, getting a new staff was part of the challenge of opening the business. “The lead installer I had used to own one of the competitor shops and he lost that business, came to work with me, and there’s another shop opened up at his old location.” Tanner added that customers had difficulty finding Ocala Car Audio because they were going to Tanner’s old location, as well as the previous location where his lead installer owned a shop. When something like this occurs, it’s difficult to tell how much business is being lost because After finding a location for his new shop, owner Bryan customers aren’t Turvaville began the process of customizing his new shop, aware of a new 806 Autowork, taking almost 6 months to open. location. Turvaville Each time someone called, Tanner spread the word during his transition stated that he checked to make sure the using mainly social media and wordclient knew where they were located. He of-mouth. “It is truly amazing how fast added that people still get confused about word can spread using social media,” the new location, but he continues to Turvaville said. “Utilizing local buy, sell notify people. It would’ve been preferable and trade sites on Facebook made getto notify customers more ahead of time, ting the word out to large groups easy. I but Tanner wasn’t able to. “It was more privately informed a few people around a like ‘we’re done, let’s go.’ It was a bad month before opening my shop. We went split so it didn’t give me time to inform public with the announcement around people,” he explained. “We started almost two weeks before opening.” immediately doing what we could to Evens noted there are a number of notify customers, but we were there six ways to inform clients of a move or a to nine months before we started getting new opening, and he relies heavily on overly aggressive on it. I didn’t take all word-of-mouth marketing. “Social media,
46 Mobile Electronics January 2017
grand opening and grand closing, moving party—you'll be surprised at how much your customers want to be involved,” he said. “It's up to you as a business owner to create the excitement. You'll be surprised how many people want to help you just because they want to be involved.” Evens also agreed it is important to ensure everyone is notified months in advance. “Word-of-mouth, email, social media. Whatever the company, use this to hit the customers the most,” he added. Tanner also stated that along with calling previous clients, his business used Facebook and direct emails. “Facebook was the quickest and easiest way. The direct mailers have done well for us, as well,” he said. “I pulled out of direct mailers four to five months ago, and I had a 3,000 dollar sale come in because of the direct mailers months after we pulled out. Facebook and Google reviews have been big, and keeping up on Google stuff has been really important. We are finishing a project on a Silverado based on online presence. They didn’t bother to shop anywhere else because of online [reviews].”
Settling In Even though it may take a while to get settled, dedication to raising awareness helps retailers keep previous clients and attract new ones. Tanner stated Ocala Car Audio’s previous location had more traffic, but there were also a lot more accidents. “We have half the traffic. The new location has 25,000 cars passing. Drive-by is smaller and we’re no longer at an intersection,” Tanner said. “There was a shop next door to where we are now that were friends of ours. It was a complimentary business. We were there a year and they closed. Them being there is part of why we chose where we’re at. They built hot rods.” Continued customer satisfaction helps in building a solid reputation. “There were times I took care of stuff other businesses wouldn’t take care of to earn that customer,” Tanner said. “I go above and beyond to make sure that the customer is taken care of.” Such careful attention helps to promote word-of-mouth
Before the move, Ocala needed to find a space of sufficient size. Luckily, owner Parish Tanner found this 5,000 square foot facility to fit his needs. marketing, one of the most powerful ways to encourage and retain customers. Tanner recommended going back two to three years in a business' previous customer base and calling past clients to touch base regarding their needs. “Start three years back because generally people are in a three-year life cycle of buying new products,” Tanner explained. “Do that as quickly as possible. Figure out what brands you’ll be able to retain because just because you’re moving doesn’t mean you can retain your brands.” Tanner added that territorial restrictions could pose issues depending on where the business is moving, but such changes could also open up new opportunities with other brands. “I think it goes without saying that if you can move into an old shop, that’s always better because there’s built-in traffic. We went from a location that’s never been a car stereo shop to it being one of the busiest,” he added. “Go out there, hit the shows, be a part of the community. Know who your customer is and go out and be where they are.” According to those who've done it, the key is always to plan in advance. Once a business has moved, ensure owner and staff knows the area well enough that when customers ask how to reach the business; it can be easily explained to them. Otherwise, as Tanner points out, it can be a detriment to business. “Learn your landmarks quickly to tell people
how to get there. Be able to tell them without passing other competitors,” he said. “You don’t want them to drive by five other places that do the same thing as you.” Turvaville stated that no matter the location, he always takes pride in his work. “When I started this process, I reached out to several of my friends for advice. I remember talking with Jeff Cantrell of JC Audio and his advice for me was [to] plan,” Turvaville said. “I would pass that advice on to anyone who asked. To anyone that wants to open their own shop—plan, plan, plan.” Turvaville also advised reaching out to other shop owners. “They will be honest with you and let you know their experiences,” he explained. “I have relied on the advice and knowledge of several shop owners and I would not be in this position if it wasn’t for their encouragement and willingness to share their knowledge.” Because 806 Autoworks is a completely new store, Turvaville has had to approach it from that perspective. Anything he has done in the past is separate, though if clients have followed him to his new location, he added, “I feel [they] have done so because of the quality of the work and customer service they have received from me in the past. I want all my clients to come to me because they believe in my work, and that they know they will receive the highest quality job possible.”
16691 Noyes Ave Irvine, Ca 92606 (877) 567-3030 www.elettromedia-usa.com me-mag.com 47
tech today
The Showcase Build, Part 1
In the first of a series, installation expert Joey Knapp explains how to create a build that will turn heads at any event, using the SEMA Show as his prime example. WORDS BY JOEY KNAPP
I
remember some of the first car discussions I had with my dad being about Porsches. I specifically remember asking him what made them different from other cars. His reply was, “engineering.” As I got older and worked on some myself, I did get to see the differences. I was taught growing up that Porsche was the premier sports car marque. My dad had a 356B and a few
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912Es. Unfortunately, the 356 was well before my time. I was around for the 912, though. Basically, it was a 1976 911, but with a fuel injected four cylinder engine instead of the six cylinder. I saw one of his run to over 300 thousand miles. Robust engineering for sure! Because my passion for Porsche was formed in the late 70s and 80s, the air-cooled engine was imprinted on my brain. That was the
hallmark of a “true” Porsche. I saw the 924 come and go, the 944, the 928. None of them “real” Porsches. Not to the purist that I was! After finishing up at an appointment with my chiropractor one day, the conversation turned—as it often did—to cars. He told me he had been drooling over RAUH-Welt Porsches. I had never heard of them, so he pulled some up on
his computer for me to look at. I had to hold in my initial reaction seeing them for the first time. I didn’t want to offend my doctor. They looked like Liberty-Walk Porsches to me. And it looked like they required metal cutting, something I would consider sacrilege on the older cars. He explained to me a little about the cars, and that they were the art of a Japanese tuner. I conceded they
were definitely unique, and I expressed my admiration for someone who can live their life creating art from cars. Surprisingly, about two weeks later I got a call from Bing. He told me we would be working on an older Porsche that was slated for the RWB conversion. The car belonged to a client of ours who owned a surf wear company called VAST. The car would be used to promote the
VAST culture, and its first appearance would be at the 2016 SEMA show. What I found out was that a vehicle being built for SEMA meant everything would take twice as long, and be rushed twice as much. Because the car was being used as a promotional tool, parts of our build would be documented by a videography team.m
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Acrylic was use to fabricate both layers of the controller mounting plate.
The piece prior to installation. Visible are the mounting tab and the magnet, as well as the rear metal bracket the magnet attaches to.
STEP 1
STEP 1: MOUNTING THE CONTROLLER
There were many areas of this car we touched while it was in our possession, but I am going to focus on four different parts of the build. The first part we will look at is the mounting of the Arc Audio PSC controller. Given complete freedom, I would have wanted to build an upper extension for the console to place the controller just under the radio. The client, however, wanted to keep the dash area original looking and requested the controller be mounted in the rear of the console. After assessing the area, I decided the best route for securing the controller would to rebuild the rear portion of the console. Luckily, the area was flat, so it wasn’t too complicated. To make sure the piece was durable, I chose acrylic as the substrate. The area the controller would be installed in was roughly twice as big as the controller itself. For the client to reach it, it would need to be mounted at the front of the new insert. After doing a few quick sample sketches, I came up with a plan to balance out the controller with the space. I would build the base piece that would fill the area in the console, and then add another layer on
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The additional layer of acrylic helped to balance the position of the controller.
Once installed, the controller and new plate looked right at home!
top of it. The additional layer would serve to flush-in the controller, while also adding some “weight” to the rear of the panel. All the hardware on the factory console is hidden, so I didn’t want any exposed hardware visible on my piece. If you have seen any of the other things I have built, you will notice I tend to use magnets quite a bit. Magnets are great for attaching pieces with no visible hardware. I would be calling on a single magnet in this build, to help latch the rear of the console insert in place. The front of the insert locks on to the front of the console with the help of a tab I added. Installation is simple. The new insert sits over the location and slides forward. Sliding it forward locks the front of it onto the existing console piece. Then the rear is lowered and the magnet grabs the metal bracket I bolted to the rear of the console. To make sure my piece looked like it was a perfect match for the console, I not only painted it, but also the factory black piece. Painting them both in SEM satin black ensured that the pieces matched.
PREP FIRST STAGE PREP
The audio equipment used in this build was pretty straightforward. Arc Audio was sponsoring the audio, so their gear was used. The front stage consisted of a Black two-way component set. The subwoofer was a single Black 10. The amplification was via the Arc Audio SE series amplifiers. Processing was handled by the Arc Audio PS8. This build also featured the brand new Arc Audio PSC controller. This controller allows the client to have a majority of tuning controls available at his fingertips, without the need for a laptop. The general theme of the car was somewhat retro, so the client chose a vintage Alpine deck. To allow the option of streaming high-resolution audio beyond what the Alpine could provide, we also added an Arc Audio BTM. The BTM
The horizontal board was used to determine a fixed, level measuring point for the fabrication of the front pieces for the enclosure.
STEP 2 STEP 2: THE ENCLOSURE
From the controller, I moved on to the enclosure. I started with the controller because I had to wait for the subwoofer to arrive. I found part of the fun of a SEMA build was waiting for things to come in! Bing had initially ordered the amplifiers and speakers, but waited until I came out to make the final call on what it would get for bass. This Porsche was a convertible, but it wasn’t going to use a soft-top. Instead, it would just have a speedster inspired two-hump cover over the rear seating area. The shape that was created by the top, in the rear seating area, helped dictate what I would be building. I decided to make the enclosure with two humps in it, to correspond with the opening. To reduce the possible “modern” look of the enclosure, I decided to flatten out the top of the humps. To try to maximize the output of the subwoofer in the open cabin, I chose to down-fire the subwoofer. A problem with down-firing in a build like this is that the speaker isn’t visible. To address that concern, I planned in a window so the sub could be seen inside the enclosure. To balance out the window on the subwoofer side, I decided to place the Arc Audio PS8 on the opposite side. This would allow me to have identically shaped windows, to keep the build symmetrical. So, let’s look at the construction of the enclosure. Because the seat well area of the Porsche was a rounded, irregular shape, I knew that I would be using fiberglass to maximize the airspace available. I started by taping off the area using the green TESA interior protection tape. This was the first time I tried it for a mold application. After talking briefly to Jeremy Katz, our
plugs right into the PS8 and gives the client the ability to send high-resolution audio directly to the processor via Bluetooth. The client wanted the audio build to show off the equipment, but not be too overstated. Apart from the audio, the client had another request for his car. Since the car was going to be used to promote the VAST brand, he wanted the car to be beach-ready. He wanted to be able to carry a surfboard in the passenger area of the car, along with surf-related storage areas. To accommodate all of the equipment, his plan was to remove the passenger seat. He wanted that side of the car to be able to switch between surfmode and passenger carrying-mode.
With the TESA film edged taped up, and the wood parts installed, multiple layers of fiberglass mat were applied.
TESA supplier, he suggested using 3M green tape to reinforce the overlap seams. Using the TESA film for coverage went much quicker than the typical 3-inch 3M green tape, plus I didn’t have to use a mold release wax. Whenever I am fiber-glassing to fit an area, I like to use wood on as many flat parts as possible. Using wood helps to reduce the amount of fiberglass needed, and helps on cutting finishing time. For this enclosure, the driver’s side bottom, the subwoofer mounting baffle and the front would be wood. I used cardboard to make templates of the two bottom plates. I transferred those to ¾-inch MDF. The front part would be a little more tricky. I wanted the enclosure to be level, so I used some wood to span the opening of the seat area. I leveled the wood with Bing’s trusty digital level. That wood then gave me a measuring point to calculate the heights for the front pieces. On the driver’s side, I had to account for the thickness of the Arc Audio PS8, because the front wall would be the mounting location for the processor. The passenger side had the opening that would contain the acrylic window. I made that opening as large as possible to allow myself more freedom when designing the window shape and size. With all the pieces cut, I positioned everything and CA glued the touching parts in place. I then used numerous layers of fiberglass mat to attach and mold to the car. When the resin had cured, I pulled out the assembly. I was surprised how easy it had come out. The TESA film separated completely from the mold with no residue left. Using it was definitely a time saver. I trimmed the fiberglass edges using an airsaw and test-fit it back into the car. Happy with the fit, I moved on.
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Spacers were used under the top pieces to add additional height. Also note the step down on the driver’s side of the enclosure, to accommodate the Arc Audio PS8.
The top sections of the enclosure were all fiber-glassed together. To add more dimension to the humps, an additional layer of MDF was added. This also gave more depth for contouring the wood.
INSIDE THE SUB INSIDE THE SUB
I knew that the inside of the subwoofer side would be visible through the acrylic window. To save myself some trouble later on, I went ahead and used body filler to smooth the inside of the enclosure. I would be carpeting the inside when the enclosure was finished, so I didn’t spend too much time sanding. Just enough to make it smooth. With the inside addressed, it was time to put a top on the enclosure. I knew I wanted the two humps and the middle to be lower, so I started with those pieces. I cut the top pieces with a 45-degree angle on each side, to provide a base for the future blending of the planes. Now that I had a definitive back of the enclosure (formed by the fiberglass I had trimmed) I was able to set the height of the front of the enclosure. The height was adjusted with spacer pieces attached under each hump. To finish of the initial top pieces, I cut two triangle pieces to transition the sides of the enclosure to the sides of the car. These pieces, along with the other top pieces, were all CA glued into place. Before I fiber-glassed the
52 Mobile Electronics January 2017
top together, I had to address the open space between the two top humps and the middle piece. I used some foil tape to bridge the gap and form a base for the fiberglass. With the top ready, I mixed up some resin and began applying it and a number of layers of fiberglass mat. When that had cured, I trimmed the excess and then test-fit and backfilled the sides to match the sides of the interior. For the backfill, I used Duraglass and added in some chop strand fiberglass for additional strength. The additional strands also add some body to the mixture. This was my first time seeing the enclosure in the car with the top pieces attached. Looking at the enclosure, and the space behind the seat, I saw that I was going to need more definition to the humps. I measured and cut two additional pieces of ¾-inch MDF and attached them. They were cut with a 45-degree angle, but I also went ahead and radiused the top edges. This additional height gave me the look I wanted, so I blended those pieces in to the rest of the enclosure.
The oversized insert template is taped and secured to the top of the enclosure.
Body filler was used to blend the template into the enclosure. The additional height will be used to allow the insert to drop into the area slightly, for a more dramatic effect.
INTERIOR DECISIONS INTERIOR DECISIONS
Another area I was concerned about was the top center part of the enclosure. It was very flat and plain. I had planned on contouring the filler a bit in the bottom crevices, but my concern was that it wouldn’t be enough. To address this, I cut out a tapered pattern in a shape that I thought complemented the open space. I made the piece about 1/8-inch larger than I wanted the final piece to be. My plan was to also have the insert sink into the molded area a bit, just to give it more definition. The final insert would be 3/8-inch thick, so I made the insert template out of 1/2-inch MDF. I taped up the edges of the insert template, and attached it to the top of the enclosure with double stick router tape. I then took a large router bearing and used it to trace a line about ½-inch from the insert. This line was to give me a general idea of where I needed to keep the filler applied. Now it was time to apply the filler. I used a mixture of Duraglass and Lightweight filler to blend the piece in. Once that had cured to the “green” state (not quite hard, but not gooey anymore), I sanded down the top edges flat with the template. This then gave me a flat top perimeter for the template opening.
I popped out the template insert and had a perfect recess molded in for it. The only thing left for that piece was to make the actual insert. The enclosure was going to be upholstered in an unusually thick leather, and the insert would be carbon fiber sheet. So, for the insert to fit correctly, I would need it to be smaller by the thickness of leather. I measured the thickness of the leather using some calipers and set up a router bit with that amount of step to the cut. With the ½-inch MDF piece trimmed down, I copied that to a piece of ¼-inch MDF to be used as the template for cutting and attaching the carbon fiber. One thing to note: Another way to do the blended insert is to make the insert the exact shape you want, and then pad its perimeter with foam tape. The foam adds the additional space needed for the material you will cover the pieces in. This is an acceptable technique, but I find that making the piece larger and then trimming it down results in a cleaner edge, and saves time and money. Now we have the basic enclosure. Next time, we will work on finishing the front of it, adding some lighting and then moving on to other exciting parts of the build!
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installs
Over The Goal Line SUBMITTED BY DAVE KOZ, STEREO INSTALLS, MENTOR, OHIO
Jordan Poyer from the Cleveland Browns wanted to customize his 2013 Range Rover Sport with new lighting; Stereo Installs was happy to oblige. The build features several sets of Concept RGB LED lights with Bluetooth controllers to change the colors at will and matched housings with smoked reflectors. The sound system was upgraded to include two Rockford Fosgate P2 12inch subwoofers, one Rockford Fosgate Punch 500-1 amplifier and one PAC LP7-2 L.O.C. PRO Series 2-Channel Line Output Converter. 54 Mobile Electronics January 2017
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installs
SUBMITTED BY DAVID SMYER, ELITE AUTO SALON, COLORADO SPRINGS, CO.
When a client brought this 2012 Audi A7 to David Smyer for an enclosure, he decided to take it to the next level by drawing inspiration from his idol, past Installer of the Year, Tom Miller. The design was meant to be linear and silky smooth while possessing authority when the client wants it. The enclosure is 2.5 cubic feet sealed after woofer displacement. Equipment includes an IDMAX 15-inch subwoofer powered by an Alpine PDX M12 and two Alpine PDX V9’s that run each side of the Audio Frog component speakers used. A sub channel of each amp powers GB60 mid bass drivers, channels 3/4 of each amp power to the GB25 mid-range drivers and channels half of each amp power to the GB10 tweeters. SoundSkins sound deadener was used to enhance sound quality and a combination of Connection and KnuKonceptz were used for wiring.
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me-mag.com 57 www.InstallerNet.com • 800-444-1644
What’s New About It? Does Your Resolution Resolve The Issue? A common practice for many as we begin the New Year is to make a promise to ourselves and sometimes others that we will give up something or start off the New Year with a resolve to do something better than our habits of the past year. For many, this practice simply leads us to braking that resolution leaving you right back where you started and with a little guilt to boot. Regardless if your resolution was focused on your business or personal, keeping it requires a determination to make today better than the day before. And that should always be the goal. Better Than Before So how do you keep that New Year’s commitment? The best way is to never make it in the first place. That may sound a bit weak but hear me out. We make these resolutions with the intent of being better than we were in the past. We see the New Year as a milestone that prompts us through tradition to make a commitment to do better than before. That is the key, to be better than before. So why not make your resolution for 2017 simple, to be better today than you were yesterday. The continuous improvement mindset is what drives success both personally and professionally. So, let’s talk continuous improvement. This requires that you put in place a method to measure success and or failure. It involves self-evaluation as well to evaluate specific situations that may arise. This will help you identify and learn from mistakes and review ways to make it better next time. I have heard the quote “Forget yesterday’s mistakes and focus on today’s opportunities.” While this provides a basis from which to push forward, forgetting one’s mistakes may not be the best use of them. A lesson should be learned in each case in an effort not to repeat said faux pas. Each morning you should take a few minutes to review the prior day. Ask yourself: what were the best and worst things that happened during your day? Answer honestly. I like to look at the worst one first. We can all think of many examples. Each one of them will require a bit of thought, then prompt ideas to help you deal with the next similar situation. Here is a common example: I waited until the last minute and was unprepared for a situation I knew would arise. The day, week and month are busy, I get it. But you must do the work to make a difference in your business and life. If you have time to procrastinate you had
58 Mobile Electronics January 2017
time to create a solution. So, you made a bad decision. The result may have cost you both personally and professionally. It may even have effected your reputation. Look at the whole situation not just the resulting poor outcome. Is the fault completely yours? Is it a process or procedure you have in place? Is it a result of many prior bad practices or habits? If so, are there efforts and decisions you can make right now that will help prevent you from being in the same situation in the future? Find a way to make the answer yes and put that in practice right now. If merited, review it with your team to find the best solution. There is wisdom in a multitude of counselors. Take responsibility both personally and professionally and move on to better decisions in the future. You may not get it right every time going forward, but at least you can identify the issue and correct it. Each time it will get better until you master the issue. A Look Back Now let’s look at the success. Review the high point form the day before? Was it an accomplishment that warrants celebration? If so, make it happen while it is fresh in everyone’s mind. For example, you took a job that was challenging. You knew it would require new and innovative thinking; that it would push the boundaries of your knowledge. Your team pulled together. You used tips and techniques learned from others as well as some you had to make up along the way. The result was an amazing customer experience that highlighted the successful business you want to portray every day. Document what you did different, what you did right, the challenges you faced and the result. Then find ways to repeat that success everyday going forward. Continuous improvement is what separates you from others that continue to do the same thing hoping to achieve better results. It is what makes you achieve the success you desire. So, as you transition into this new year, take stock of your life, what you have and those that surround you to support your mission to be better than the day before!
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