FOR INSTALLER OF THE YEAR T.J. CARLSON, PROBLEM-SOLVING IS PART OF HIS CREATIVE PROCESS, MAKING EVERY DAY AN OPPORTUNITY TO HAVE FUN AND TRY SOMETHING NEW.
PLUS
INSTALLS
A sleek blue 1965 C10 featured a full JL Audio build at KnowledgeFest Las Vegas.
FORGING CONNECTIONS
Educational sessions in Spanish help to bridge the gap between communities.
FEATURES
12// What’s Happening: Expanding Support for the Spanish Speaking Community
Rob Ferro of DS18 and Fernando Lopez of Five Star Car Audio discussed current needs of the industry’s Spanish-speaking professionals.
18// Installer of the Year: Inspiration Ignited
From problem-solving to building custom enclosures, every challenge is an opportunity for Installer of the Year T.J. Carlson.
28// On the Show Floor: Serious Sound
Covering everything from slim subwoofers to integration options, these KnowledgeFest product highlights inspired attendees to turn it up.
36// Model Mentor: The Ultimate Amplifier
Mike Blackwell prioritizes personal connections, consistency and commitment.
44// Strategy and Tactics: Take the Time
Never guess when it comes to pricing. Elias Ventura and Jason Kranitz discuss how retailers can charge with confidence.
Hideaway® HS12 Compact Powered Subwoofer
Compatible with Start/Stop Vehicles
Ultra-Compact, 3-1/2”-Tall Enclosure to Slide Under the Seat
Includes Adjustable Gain, Crossover, Phase Reversal and KickEQ™ Bass Boost for Precise Tuning
Integrated 230-Watt Amplifier (RMS)
Remote Bass Level for Fingertip Control at the Dash or Console
• Adds that Forceful Bass Punch Missing in Factory Systems
• Easy Bass Solution with Minimal Parts and Quick-Connect Molex® Plug and Harness
• Simple Install for a Radical Sound Improvement
Woofer (in, cm) Power (Watts RMS)
EDITOR’S FORUM
ROSA SOPHIA • EDITOR-IN-CHIEF
TELL ME WHAT INSPIRES YOU
Do you have something to share about how you’ve grown in your career? Reach out. I’d love to hear from you.
If you’re a regular reader of this magazine—and I hope you are—then you know our Model Mentor feature is intended to inspire. This month, Sales Rep of the Year Mike Blackwell encourages industry professionals to own their mistakes, and be consistent and follow up, both with clients and teammates. He also suggests seeking positive role models and looking toward leaders for mentorship and guidance. Installer of the Year T.J. Carlson, pictured on the cover, has done just that. He said he gains inspiration from the owner of Musicar Northwest, based in Portland, Ore., where he works. Tom Miller, he said, has nurtured a positive environment for Carlson and the rest of the team, inspiring each of them to continue learning and growing.
CONSIDER THE LEADERS IN YOUR OWN LIFE
I think we can all look back and recall previous bosses, managers or friends who’ve taught us a thing or two in our working lives. At each job I’ve had, I learned valuable lessons. It’s our mistakes that teach us the most. Throughout life, we have opportunities to learn more about how to interact with others, how to listen with intention and how to provide the best possible support, whether it’s for a friend, family member or customer.
Instead of thinking in terms of negatives and positives, consider thinking in terms of opportunities. What might the leaders who’ve inspired you say? “ ”
It’s often said that people always remember the negative things first, before the positive. For example, if one of your customers had a bad
experience elsewhere, your task is convincing them that your team can not only do a better job, but exceed all expectations. What negative experiences have you had—not just in retail or sales interactions, but throughout your life? How have those experiences colored the way you view the world around you? The better question is, can we shift our thinking in order to be open to new experiences? A negative experience might lead to a positive one. Instead of thinking in terms of negatives and positives, consider thinking in terms of opportunities. What might the leaders who’ve inspired you say?
YOU HAVE MORE TO OFFER THAN YOU MIGHT THINK
During interviews for the magazine, I love hearing about what and who inspires industry professionals. Many people think they don’t have anything to share. If they’re new to the industry, they might believe they don’t have enough experience to offer any insight. Quite the opposite. All of us have had worthy experiences, and in those recollections are nuggets that might be useful to your peers. Challenge yourself to consider what you might have to offer. If you have news about your retail location, your work toward learning a new skillset, or advice for others in the industry, please reach out. Email me at rosas@mobile-electronics.com. We want to hear from you.
ENJOY THE PROCESS
Be flexible, ask questions, try new things and—most of all—have fun. Ron Venable, C.J. Silvey, Austin Moore and Ben Freeman offer advice based on lessons learned.
“I once crafted a custom one-piece headliner for a Nova build. I started by taping the whole outside roof, laying down plastic and then applying four layers of fiberglass. The layup went smoothly, and I was pleased with the results! However, all the heat from the curing resin caused the paint on the roof to blister and peel. It took three sprays of root beer metallic paint to perfectly match the original finish.”
- Austin Moore, Team Witt Customs, Madison, Tenn.
“Never let a ‘dumb’ question go unasked. Some of my best installs started with, ‘Hey, what if…?’ Listen like your paycheck depends on it, show up to every training (free food is just a bonus) and learn from everyone around you. The magic fix you’ve been hunting might come from the new guy, or from the coffee machine. Step up, speak up and always double-check polarity. You’ll thank me when nothing catches fire.”
- C.J. Silvey, Foss Audio and Tint, Puyallup, Wash.
“Sharing your thoughts, opinions and lessons can help someone else avoid a mistake or inspire them to try something new. If I
could do anything differently in my career, I would listen more. Listening is one of the most powerful tools in business, and it’s something I continue to work on every day. My advice for other retailers is simple: Be open to doing multiple things instead of just sticking to just one lane. The more flexible and versatile you are, the more opportunities you create for yourself and your customers.”
- Ron Venable, Traffic Jams Motorsports, Buford, Ga.
“One build s tands out to me because the customer had some quirky and specific requests that pushed me outside my normal comfort zone. At first, I was frustrated trying to make it all make sense—but eventually I realized it wasn’t about my vision, it was about theirs. Once I leaned into that and had fun with it, the project became something truly unique and the customer loved it. This reminded me that at the end of the day, we’re building these vehicles for our customers, not for ourselves. Every project is a chance to bring someone’s dream to life. Take pride in that, enjoy the process and don’t lose sight of the fact that this is supposed to be fun.”
- Ben Freeman, Traffic Jams Motorsports, Buford, Ga.
The Mobile Electronics Association shares survey results from retailers across the nation regarding KnowledgeFest Las Vegas 2026.
As an attendee based on your overall experience, how likely are you to recommend attending KnowledgeFest to someone in our industry?
Would recommend it.
Since 2024, how many KnowledgeFest events have you attended?
25% 58% 17%
Las Vegas 2026 was my first KnowledgeFest
I have attended two (2) to five (5) events
I have attended more than five (5) events
Did you take advantage of show specials from exhibitors at the event?
In terms of your career development, how valuable was education at KnowledgeFest Las Vegas?
How likely are you to attend a KnowledgeFest event again in the future?
How helpful was the content presented at KnowledgeFest Las Vegas?
Thinking about your time on the KnowledgeFest Las Vegas Exhibit Floor:
How
What was the single most valuable thing you learned at KnowledgeFest Las Vegas?
“That I liked the format of the show. It was great to see the exhibit floor shut down for the vendors to provide training or participate in the workshops.”
“That the need for these types of training is absolutely crucial to continue to help train and educate future techs, managers, and owners in our industry.”
“Teachers/instructors that have a passion for what they do are much more engaging and interesting to watch in class! Some of the best teachers/instructors I have ever seen were at this event, thank you - Absolutely amazing teachers!”
“Networking with other professionals and gaining their insights in regard to my business.”
“The new products and new companies offering their wares made it valuable to me.”
“It takes a team and it takes everyone contributing to improve the industry and be focused on opportunities for growth and to be on the cutting edge.”
WHAT TO READ
Runnin’ Down a Dream: How to Thrive in a Career You Actually Love
BY BILL GURLEY
Nobody wants to end up in a job they dislike or career that feels like a chore. How do you find your dream gig? It starts with the desire and passion to figure out what you love and then do it. Many young people today might see the path to success like a conveyor belt—the next test, the next application, the next college, the next opportunity—without stopping to ask what they actually want to do. After college, Bill Gurley landed a job at a famous tech company, and found he was bored. He leapt into the unknown, eventually finding his place in the world of venture capital, the beginning of a remarkable investing career. His happily-ever-after is rare. Nearly six in 10 people would do things differently if they could start over. This book helps you identify the six principles to help you flourish in your chosen career. With a straight-forward style and stories from industry titans, this is a playbook not just for success, but for a purpose-filled life.
The Common Sense Cowboy’s Guide to Life: Stories from the Old Guy at the End of the Bar
BY PATRICK DORINSON AND MATTHEW KLICKSTEIN
Forget Chicken Soup for The Soul! Learn how to deal with life from The Common Sense Cowboy. Dorinson is a writer, speaker and Newsmax and Fox News contributor who, for nearly a decade, was host of The Cowboy Libertarian radio show on iHeart media’s Sacramento-based KFBK. He sheds new light on the ups and downs we all go through together and hopefully lends a little extra guidance during these tumultuous times to those seeking it. You’ll find relatable tales of faith, failure, redemption and enduring passion for being the best possible version of oneself. Learn some of the Cowboy’s rules for life—like rule #3: Everything breaks sooner or later. So, learn how to fix it.
WHAT TO READ
Tell Me Everything: A Secret Service Agent’s Proven Strategies for Earning Trust, Revealing the Truth, and Communicating with Anyone
BY BRAD BEELER
Imagine if you were able to connect with anyone. Now imagine if your conversations left them feeling valued, understood and willing to open up. This is a skill that needs to be mastered. Brad Beeler, a retired Special Agent with 25 years in the U.S. Secret Service, is one of the agency’s most experienced and decorated polygraph examiners. Over decades, he honed his communication expertise in high-stakes environments, extracting confessions and fostering trust in delicate interactions. Beeler blends field-tested strategies from years of real-world, high-pressure scenarios with practical tools that you can use in everyday conversations. Learn how to master body language, tone and the full spectrum of senses to build trust. Learn how to spot deception and respond effectively, and how to resolve conflicts with both confidence and empathy. Whether you are a vice president, sales rep, installer, parent, or friend, this book equips you with the tools for creating meaningful connections, navigating conflicts and achieving better outcomes in all interactions.
WHAT TO LISTEN TO
Oprah’s Super Soul Conversations
AVAILABLE ON APPLE PODCASTS
This lady doesn’t mess around, so you can be sure you won’t waste a moment of your time tuning into her chats with thought-leaders, best-selling authors, spiritual luminaries and health and wellness experts. If you need a spark to help you find meaning in life, this is a great start. The sessions encourage you to search within yourself for what motivates you while also offering guidance to improve your wellbeing. Episodes average between 30 and 40 minutes so you can get one in on the drive to or from work.
EXPANDING SUPPORT FOR THE SPANISH-SPEAKING COMMUNITY
At KnowledgeFest Las Vegas, Rob Ferro of DS18 and Fernando Lopez of Five Star Car Audio discussed the current needs of the industry’s Spanish-speaking professionals.
WORDS BY ROSA SOPHIA
Some technicians in the Latin or Spanish-speaking community may be too embarrassed to approach another installer, a retailer, or even ask questions, said Rob Ferro of DS18. In today’s world, a certain level of fear or hesitancy may stop them. “I’m always in the field,” Ferro added when sharing his impression. When it comes to DS18’s role in education, he noted, “Our roots are Latin. For us, it’s a privilege [to teach]. The first time we held
a workshop in Spanish, we had 15 guests. Today, we had 33. We also promoted our Zoom class, so we had 119 people on Zoom from all over the country.”
Additionally, distributors were in attendance from Puerto Rico, the Dominican Republic, Columbia, Venezuela, Costa Rica and Mexico. “We also had customers from Canada, and installers who live in Paris. We had people from all over tuning in.” Via Instagram Live, there were 1,200 people. On TikTok, about 3,000. “That
was just the Spanish community,” he said. The need is there.
CREATING A MEANINGFUL EXCHANGE
Since the start of these classes, they’ve become more popular. Ferro said he was asked to teach again at KnowledgeFest. DS18, responding to feedback, has continued to incorporate more Spanish content. The company also has social media pages dedicated to its Spanish-speaking
audience. “We have a TikTok in Spanish and an Instagram in Spanish.” More content will be uploaded soon, including videos on DSP.
Right now, he added, Spanish speaking people within the industry may feel they’re being viewed differently due to current events. “It didn’t used to be like that. Honestly, we’re just in a different time right now. We want to make it better for everyone. It’s an honor for us to give back to the industry.”
Fernando Lopez, based at Five Star Car Audio in Clearwater, Fla., received the Trusted Tech Award at this year’s Industry Awards ceremony. He agreed that the language barrier can be a difficult thing for some industry
professionals. Another issue is a fear of asking questions. However, he said, “A lot of people are like that. Even when you go into a regular training and the speaker says, ‘Do you have any questions?’ No one raises their hand. That’s because they think [they have] a stupid question, but for us, it’s never a stupid question. It’s just a question.”
He noted that it’s important to remember that by asking a question— no matter how silly it may seem to us—we might be helping someone else in the class. Lopez said that during a JL Audio training, he asked a question, and some people seemed glad he’d asked. “But they don’t want to ask. They think, ‘Maybe this is stupid.’”
He praised the continued efforts of the industry to include classes in Spanish. “Attend any class you can,” he said. “I get it. Sometimes the language barrier is a problem.”
Ferro urged technicians not to be afraid or ashamed. “Be proud of where you come from. There’s an advantage here if you have two languages—some know some English, some know more Spanish. Push forward. We’re glad to be a part of this industry and to be able to provide this Spanish workshop.”
The classes in Spanish help to make the community more comfortable, Ferro said, adding, “I feel we want to transmit that level of comfort for the community. Being Latin myself helps me to understand
what’s happening
what’s going on. Being at DS18, myself and my whole team are willing to go the extra mile to build our industry and support those in the Latin community.”
It helps to increase comfort when people can have meaningful exchanges in their first language, Lopez said. “It’s a lot of hard work when you have two different languages. Sometimes I forget how to say some things in Spanish because I get so used to saying it in English,” he admitted. “When someone comes and asks me about something [I think], ‘Hang on, how do you say that?’”
TECHNICAL INSTRUCTION, EDUCATING ON DSP A MAIN FOCUS
It’s important, Ferro said, to choose the right subject for a training course. For DS18, educating on DSPs was a natural choice. “Not everyone understands how it works.” When teaching seminars, Ferro said he calls it ‘Tech Talk.’ “The triggering topic is always DSP.” He approached colleague Diego Navarro and suggested offering more education on the subject. “They just want to understand how it works.” Especially, he added, since DSP manuals don’t come in Spanish.
In 2025, DS18 began publishing its manuals in both Spanish and English. The crew, including Navarro and Ferro, supervises the editing of the manuals to ensure everything is correct. For example, “You can’t just say ‘speaker’ in Spanish. There are three different ways to say it. So, we’ve chosen a universal Spanish word for ‘speaker,’ a Spanish word for ‘port’—we’ve done it more scientifically so people understand.”
According to Lopez, DSP remains scary for a lot of people. Much of this, though, could be related to how it’s presented in the training rooms: “It’s how you hear about it. You have to do this, or you have to do that. Let’s slow down. Let’s think about the basic things in the DSP. Crossovers, EQ, time alignment. Slow down.” Keep learning and keep practicing, he added. “You’re going to get better.”
Just mentioning “all pass filters,” he said, can cause a negative reaction. “We have to understand the
problem to get the solution. Sometimes, Lopez himself doesn’t have an answer. He turns to his colleague, Dean Beyett, when he has a question, noting that he’s learned a lot from him over the years—as well as from
many others who approach him with questions, leading to a mutual learning experience.
A lot of people, he said, don’t have a good reference for quality sound. “We have a miscommunication about what’s
DS18 continues to offer training in Spanish. In 2025, the company began printing instruction manuals in both Spanish and English. At KnowledgeFest Las Vegas, Rob Ferro and Diego Navarro taught classes and spoke with attendees on the show floor.
good sound, good performance, or even just good installation.” The goal, then, is to bring everyone to the same level of understanding. If everyone produces quality work, he said, “at the end of the day, the customers will benefit. It helps the industry. If someone gets a bad installation, they’re not going to go somewhere else. They already had a bad experience. They’ll say, ‘I’d rather just keep it how it is.’ When you offer good customer service
and quality installation, that brings the industry a step forward.”
Lopez recalled a conversation with a fellow tech who said he gives the customer an option of either cutting the harness of the factory amplifier, or using a T-harness. “I asked him, ‘Why did you give them that option?’ It shouldn’t be an option. The T-harness is the proper way. He said it was about the customer’s budget. But you have to
use the T-harness. Why? Because it’s the right way to do it.”
For example, if the customer decides to buy a different car in the future, the process is much simpler. Simply by unplugging the harness, a technician can easily return the vehicle to OEM.
“At Five Star, we try to utilize the factory locations, and we are always transparent with customers. We’re going to use T-harnesses. From an integration
“BE PROUD OF WHERE YOU COME FROM. THERE’S AN ADVANTAGE HERE IF YOU HAVE TWO LANGUAGES—SOME KNOW SOME ENGLISH, SOME KNOW MORE SPANISH. PUSH FORWARD. WE’RE GLAD TO BE A PART OF THIS INDUSTRY AND TO BE ABLE TO PROVIDE THIS SPANISH WORKSHOP.”
- Rob Ferro, DS18
standpoint, there’s only one way to do it. This is why companies like NAV-TV, Metra and PAC exist—to give us the best possible way to do the installation.” Educating on things like this is really important, Lopez added.
There’s a lacking in industry education in the Spanish community, he added, “But you have to find the right people to teach those classes.” He admitted he’s nervous in front of a crowd, but he becomes more comfortable when he teaches in Spanish because it’s his first language. When he’s able to connect with students in the training rooms, Lopez said they become more comfortable asking questions.
ATTEND TRAININGS,
KEEP PRACTICING: ASISTIR A ENTRENAMIENTOS, SIGUE PRACTICANDO
According to Ferro, the way people enjoy sound differs all over the world. “I have a team in United Kingdom. Marty
is my team captain of DS18 in the UK, and he’s an SPL judge.” The main focus there, he said, is EQ. “They like parametric EQs. Marty has done a lot of crazy builds and he goes to shows.”
In Saudi Arabia, he said, DS18 sells a lot of Jeep equipment, as off-roading is popular there. “There’s a mix in Columbia. They like it loud, but not too loud. They use small vehicles with big trunk set-ups. In Venezuela, they use a lot of Toyota 4Runners and Land Cruisers. In Panama, DSP is a big deal.” Some vehicles there, he noted, have four DSPs per build. “People have asked if there’s a
way we can make an app to pair up all four DSPs, and no software can handle that. Because of that, we’re designing a new DSP 16-channel—16 in, 16 out. Instead of pairing four DSPs, you’re doing everything using one.” This is where customer suggestions become a design idea for the company, he said. “Every country has a different way they enjoy car audio.”
Lopez feels that the industry is struggling, and more education is key. “Since 2018, we’ve been teaching classes about social media. People are still struggling in social media.” The issue, though, often
Fernando Lopez of Clearwater, Fla.-based Five Star Car Audio is the recipient of this year’s Trusted Tech Award. He noted that technicians in the Spanish community may feel hesitant about asking questions or approaching anyone for help.
comes down to a lack of practice and following through on exercises, he said. “People think they need a big camera to [create content]. You don’t. Master your phone, because 90 percent of the time, you can do everything with it.
His best piece of advice to any technician is to attend classes and trainings: “The language barrier depends on the person. You can become the best of the best [at something]. If you don’t practice, you are never going to get it. You have to put in the effort and the time. It took me years to get where I am now.”
Practice, he said, “Practice. Don’t think you can’t do this because you don’t understand it yet. Whatever it is—radios, installation, personal things, whatever—just do it. Get out of your comfort zone.” He noted that he didn’t know anything about working with a camera until he met Beyett. “It’s up to us if we actually want to do something. It’s just one of those things. You get better if you practice,” he said, adding, “If you don’t, you’re never going to cross that line.”
Diego Navarro teaches a DS18 training course at KnowledgeFest Las Vegas.
INSPIRATION IGNITED
From problem-solving and installation to building custom enclosures, every challenge is an opportunity for Installer of the Year T.J. Carlson.
WORDS BY ROSA SOPHIA
Installer of the Year
This year’s Installer of the Year, T.J. Carlson, works at Portland, Ore.-based Musicar Northwest and he’s been in the industry for about 20 years. His love of music was sparked early on, he said, and he started playing the drums in seventh grade. “Music has always been important to me. Cars have always been fun and enjoyable [and so is] working with my hands, being creative and expressing myself through what I build.” He loves challenging himself to build something he’s never built before. “I love problem-solving, thinking outside the box and finding new ways of doing things or using tools in a different way to achieve a result.”
This love for what he does, he noted, confirmed the truth of an old adage: “If you love what you do, you’ll never work a day in your life.”
At 15, Carlson built his first enclosure. “I was helping a friend build a sub box. I really enjoyed it—and not just [the act of] making something, but making something that served a purpose and sounded good.”
For the last 10 years, his greatest influence in the industry has been Tom Miller, owner of Musicar Northwest. Carlson said he admires his design style. “Anyone can sit down and watch him work and appreciate the amount of focus and detail he puts into it,” he explained. “Everyone at our shop naturally strives to be at his level. At the same time, he’s constantly learning,
evolving and pushing himself to be better.”
This, he said, creates a positive environment for the entire team—an environment in which everyone wants to do better.
“We’re always trying to figure out new or better ways of doing things, not only to increase efficiency, but to expand the scope of what’s possible when it comes to fabrication and production.”
THE GOAL? OEM-PLUS
The team of seven works well together, and Carlson said that although he’s lead fabricator, “everyone here does fabrication to some extent—whether it’s designing in Fusion 360 and 3D printing, or making an insert panel to mount a subwoofer or DSP controller.” If needed, he can pivot
and help wherever necessary. “Sometimes I work on radar and laser projects, radio installs or basic speaker installs, or dash or backup cameras. It just depends.” Other times, he’ll work on the same custom project for a month to three months.
“We’re just outside downtown Portland and we get a lot of clients from surrounding areas.” He said people will drive down from Seattle to have the shop handle their car—and they’ll even find them online and ship the car from anywhere in the country. “We do the work and then ship it back.”
At the time of the interview, Carlson was working on several Tesla Model X, brought in by the same client. “We don’t do any audio upgrades for them. We do a radar and laser installation and some acoustic
treatment to quiet the ride. We also do convenience features.” He said these features can be anything from building sun visor extensions—since the glass goes up higher in Teslas—or even a slide-out trash can to keep the interior looking nice. They’ll also install hooks on the back of the front seat to hang dry-cleaning or anything else.
“These are simple convenience features that most people would never think of,” he said, adding, “but these customers have the money to spend and they want to customize their cars in a way that makes things easier for them—even designing a new cup holder to fit a specific water bottle.”
On the other hand, a larger custom build can be especially challenging when
it comes to the machine work that goes into creating a specific shape, and bringing to fruition the overall feel. “Design is really important to us here at the shop.”
In particular, he said, Miller has encouraged “complementing the interior of the car. What we do, we call it OEM-plus. It will look factory with a little bit of embellishment to add to the effect.”
Carlson will stay true to the initial design and decide what fabrication methods need to be implemented. A 2019 F-150 received a full audio upgrade, and he built a down-firing custom enclosure in the back to take the place of the small side of the rear seat. The client, he said, often takes his dog with him wherever he goes, so a dog kennel stays in the back of the vehicle. “I’m
building an enclosure that also acts as a platform for the dog kennel.”
THERE’S ALWAYS MORE TO LEARN
While the shop’s space is efficient, it can be limited, and the team hopes to expand eventually. Carlson said they utilize it well, but he’d like to have room for a CNC and some other machinery. “If we were to purchase those things now, it would take up usable space that we can’t sacrifice.”
In the future, he hopes to continue improving his skills with 3D CAD work and Fusion 360. He said he begins with a visual in his head or a sketch, rendering or Fusion file Miller has created. “Then, I have to extrapolate the digital format and unfold pieces within the software to create a flat template that I can route to whatever the finished material will be. Or, I have to figure out how to make the cuts at specific angles that the table saw won’t necessarily do.”
Carlson with 2025 Installer of the Year Nicholas Frazier at this year’s Industry Awards
BUILDING AN UNDERSEAT ENCLOSURE
Recently, Carlson completed an under-seat enclosure for three 10s in a Ford F-450 Platinum. Tom Miller, the owner of Musicar Northwest, designed the enclosure, “and then I got to build it. It was challenging because of the pre-planning, everything that went into the enclosure and the kerfing,” a woodworking technique involving shallow cuts to make wood flexible and easier to bend. “I had to really think about what steps I needed to take, and in what order, to match his design with my final product.”
Aspects that made it especially challenging, he said, included heat-forming plastic over the top of it. “The formed enclosure had big, swooping radiuses, and it was such a long piece that normally I would’ve tried to do one piece across the face, and then wrap it around the sides. But we also had 3D-printed parts that needed to be in a specific location. If I started from the middle and worked my way out, they wouldn’t necessarily land where I wanted them to.” Carlson completed the heat-forming in two separate pieces and began with each side, forming it toward the middle.
Space inside the truck was a challenge. “We were trying to maximize airspace inside the enclosure without having to raise the seat up higher than stock,” he explained, “so we kerfed all the corner joints instead of stacking the pieces and machining them, which would eat into the usable airspace on the enclosure. It’s more challenging to do all the kerfing and get it folded correctly and have it line up. This is a standard we hold ourselves to—a way we feel is correct, but not necessarily the easy way.”
Installer of the Year
Without a CNC, he’s still building a lot with his hands and standard power tools. Being able to make a design come to life with what he calls “analog techniques” is its own challenge. “I like to think outside the box and try to figure out ways of achieving the desired result in the fastest, simplest way possible—without sacrificing quality.”
Musicar Northwest values new technologies and tools to help assist in large projects. 3D printing, Carlson said, “has been a game-changer.” Designing everything in a digital space allows for pre-planning for any problems that might come up during the installation, he added. “[It helps ensure] everything will align and fit correctly, and it’s also a time-saver. Once I design a part and start printing it, the print takes a while, but I can go and work on another area of the car and be able to do two things at once.”
The shop, he said, is relatively small. The fabrication space includes a table saw and three router tables, along with a drill press, dust collection and a small paint booth. The lasers, Carlson said, reside a secondary bay. “We’ll take things from there into the fab shop to process whatever parts we’re building.”
He noted that Miller leads by example and gives his team the space to not only express their own creativity, but to make purchasing decisions that help to expedite a project. “Whether it’s plastic or aluminum or hardware, connectors or fuse holders, we can order whatever we need. That’s really nice because if I’m jumping into a fab project and I realize we don’t have enough birch or we’re running low on a certain size aluminum, I can place an order without having to talk to him or waiting for him to do it. I can have it here within a day or two.”
Out of everything he does, Carlson most enjoys fabrication. “In fabrication, you’re not limited to any specific confines except the amount of space you have in the car. I can be creative, but I can also figure out the best way of going about something by problem-solving and thinking outside the box.” In the past, he added, “I thought I could build something analog faster than someone could design it using CAD software. There were certain things I wouldn’t do in CAD because I could get the result quicker by hand. But the more you open yourself up and learn new techniques, the more you can use when you really need it.”
When he worked at Car Toys, years ago, Carlson’s friend and coworker told him, “As soon as you think you know everything about a specific subject, you’re going to stop learning.” This, he noted, opened his eyes. “Even if you’re extremely knowledgeable, that doesn’t mean you
know everything. There’s still more to learn. Be open-minded. Show up to work with the mindset that you can learn from everyone and anyone,” he said, adding, “I’ve learned some cool techniques from people who’ve been doing this for half as long as I have.”
PUSHING THE BOUNDARIES
Everyone, he said, sees a problem and comes up with a different solution. “Especially when it comes to fabrication— there’s not always a right or a wrong way to do things.” Instead, he said, it comes down to the following question: What technique will help in reaching the desired result? “The more knowledge you have, the more techniques you’ve learned, the better-suited you are to quickly solve a problem and get the result in an efficient manner, without sacrificing build quality.”
Don’t be afraid of change, Carlson advised other technicians. “It will happen, especially working around electronics. The technology is always changing and OEM vehicles are always changing.” Be open to trying new things, he said. “Think outside
the box to solve problems. This will help you succeed.”
During the process of pursuing the Installer of the Year award, Carlson said he often considered the way he works and asked himself, “Why do I do things this way? I hold myself to the highest possible standard. I always try to push boundaries and figure out better, faster, or more efficient ways of doing something without sacrificing quality, strength or durability. When it comes to what I’m fabricating, I want it to last as long as the car does.”
This means taking extra time to figure out the correct materials and using something durable, something that will withstand years of use without degrading. “Going through the awards process revived some of my passion,” he said. “It’s easy to do something you love every day and sometimes, we forget why we do what we do. Over time, you might focus on the negative a little bit more than the positive. Reflecting on some of these things and thinking about creativity, how I love working with my hands and listening to music—I can’t picture myself doing anything else.”
MUSICAR PORSCHE DIVISION HELPS BOOST BUSINESS NATIONWIDE
“We also have the Musicar Porsche division of the business that’s primarily focused on providing upgrade solutions for Porsche vehicles, specifically 911 and Cayman,” Carlson said. This arm of the business builds plug-and-play audio upgrade kits with speakers in 3D printed adapters that bolt into stock locations. “They have factory connectors pre-wired to the speaker, so it plugs into the factory wiring. Same with the amplifier,” he added. “It’s a DSP-equipped amplifier that’s pre-tuned to whatever tier system we’re selling to them, so it plugs into OEM am wiring. If you’re savvy, you could install it yourself. If you want someone professional to do it, we will recommend a shop in their area.”
Through this endeavor, Musicar has worked with a number of shops around the country. At events like KnowledgeFest and MasterTech Expo, they meet retailers and partner up by asking if they can send Porsche clients their way. “Most people are excited to get their hands on the kits we put together. They can get the car in and out of their shop faster and still make a good profit. It benefits both businesses.”
Musicar, he said, has even shipped some of its kits to other parts of the world, including Europe and Australia. “They find us online and they say, ‘I’ve got that car, I want that kit,’ and they reach out via email. We can prepare it and send it out to them.”
SERIOUS SOUND
Covering everything from slim subwoofers to integration options, these KnowledgeFest Las Vegas product highlights inspired attendees to turn it up.
TYRANT SUBWOOFER BY INCRIMINATOR AUDIO
The Tyrant is Sundown Audio’s top-end “ground pounder” at 5,000 Watts RMS. According to the company’s website, it offers “a mega ton sized motor” providing tremendous motor force to keep the 8-layer, 4-inch reserve coil in check. It offers 4 AWG terminals for ease of speaker wire connection, to aid in current flow and make it easier to hook up of powerful amplifiers. They are plug-and-play, compatible with many vehicles, and feature durable build quality.
JL AUDIO OFFERS LINE OF STEALTH BOXES FOR JEEP VEHICLES
JL Audio also offers stealth boxes for 2024 and up Jeep Wrangler Unlimited, and recently released a stealth box tailgate enclosure for the 2018 and up Jeep Wrangler. The box mounts in the tailgate and the subwoofer fires toward the tailgate. It is invisible from inside the car, which helps to protect it from would-be thieves.
This 10-inch slim-profile subwoofer has been engineered for installations where depth is at a premium but bass performance cannot be sacrificed. The design allows it to fit into compact enclosures while still delivering the strong, controlled low-frequency response expected from a full-size subwoofer. It features dual 4-ohm voice coils, providing flexible wiring options for a wide range of amplifier configurations. Both terminals form a single winding, meaning both coils must always be connected—either in series to achieve an 8-ohm load or in parallel for a 2-ohm load. In multisubwoofer systems, installers can easily configure series-parallel wiring to reach final impedances of 4 ohms or even 1 ohm, offering maximum versatility for system tuning and power delivery.
From a construction standpoint, the SLIM-10D4 reflects SUONO’s focus on premium materials and long-term reliability. A heavyduty die-cast aluminum basket ensures structural rigidity, while the woven fiberglass sandwich cone provides an ideal balance of stiffness and low mass for accurate cone movement. The butyl rubber surround enhances durability under demanding operating conditions. Thermal and mechanical stability are handled by a 2.5-inch, high-temperature, 4-layer Kapton voice coil, supported by a dual poly-cotton spider. A substantial 60-ounce strontium magnet completes the motor structure, delivering the magnetic strength required for clean, powerful bass reproduction.
SUONO recommends using either a sealed enclosure, ideal for minimal space usage and excellent low-frequency accuracy, or a ported enclosure when additional output is desired and more space is available. Proper enclosure construction—using at least ¾-inch MDF or high-density chipboard, internal bracing, and acoustic damping material—is essential to unlocking the full potential of this subwoofer.
CICADA AUDIO CMB69 6-BY-9 MID-BASS S PEAKERS
The CMB69 mid-bass speaker is a brand new carbon-fiber mid-bass driver with a ferrite motor. According to Cicada Audio representatives, this will fit in all of the 2014-2025 Harley-Davidson rear six-by-nine kits. The driver is designed for a rider who wants more bass, but doesn’t want the weight or storage loss of a traditional subwoofer. The power handling is 200 watts RMS, 400-watt peak. Available now.
METRA OFFERS NEW KITS AND ENCLOSURES IN PARTNERSHIP WITH VIBE AUDIO
At KnowledgeFest Las Vegas, Metra Electronics presented Vibe Audio kits for 2019-2024 GMC and Chevy trucks. They’ve also brought on kits for the Ford F-150, both amplified and nonamplified, according to a company representative. Also available are kits for the Toyota Tacoma, double cab 2016-2023 (nonamplified) and double cab 2017-2020 (JBL amplified). Metra has also partnered with Vibe Audio to mass-produce its newly designed and built custom enclosures.
DIAMOND AUDIO FULL RANGE DRIVER FOR 2024 AND UP HARLEY-DAVIDSON STREET GLIDE AND ROAD GLIDE BIKES
This 8-by-12 driver offers real-world bass and full-range sound, according to the company. Also, it doesn’t take up additional bag space. This product is also adaptable if the client already has one of Diamond Audio’s previous lid kits. It is 250 watts RMS, 500 watts max. Contact Diamond Audio for shipping availability.
HORIZON HZ-100.4 4-CHANNEL AMPLIFIER
The HZ-100.4 is Sundown Audio’s high-output 4-channel amplifier, which delivers 100 watts RMS per channel at 4 ohms, or 170W x4 at 2 ohms. Regardless of what’s being powered, the HZ-100.4 offers the opportunity to push harder, with less strain and more sonic clarity. This amplifier has fully adjustable HPF and LPF crossovers. Run active or passive setups, bridge channels, or mix the configurations. According to the Sundown Audio website, it’s built with high-level inputs, DC Sense, and 4-way protection. Horizon Audio was debuted in the beginning of 2025 as the brick-and-mortar focus for Sundown Audio. The line offers costeffective solutions, and common sizes for dealers and distributors, as well as premium protection and premium warranties.
EZ2 POWER ADAPTERS FOR EV CHARGING BY ZZ2
EZ2 Power Adapters by ZZ2 allow for easier charging of electric vehicles. When faced with potential charging incompatibility, the driver can stow these compact and portable adapters in the glove compartment. The adapters have built-in safety features and offer fast, efficient charging. They are plug-and-play, compatible with many vehicles, and feature durable build quality.
OSX-6 PRO: HIGH OUTPUT, WIDE BANDWIDTH, PROFESSIONAL SOUND
The OSX-6 PRO coaxial speaker is designed to deliver high output and clarity across the full frequency range. The midrange section utilizes a woven fiberglass cone paired with an M-type cloth surround, providing a smooth, controlled response even at elevated sound pressure levels. Power handling is rated at 225 watts RMS, supported by a 1.5-inch Kapton voice coil and a robust 110 mm strontium ferrite magnet weighing 21 ounces. High frequencies are reproduced by a dedicated tweeter featuring a titanium diaphragm and a 1-inch Kapton voice coil, driven by a compact 25 mm neodymium magnet. This combination delivers crisp, detailed highs without excessive harshness, ensuring long-term listening comfort.
With a frequency response spanning 100 Hz to 20 kHz and a 4-ohm nominal impedance, the OSX-6 integrates easily into a wide variety of systems. Its Thiele-Small parameters reflect a wellbalanced design, optimized for efficiency and consistency in real-world vehicle installations. As with all high-performance speakers, SUONO emphasizes the importance of proper installation and tuning. Avoiding distortion—especially at high volume levels—not only preserves sound quality but also protects the speakers from unnecessary stress and damage.
SUONO continues to deliver solutions tailored to modern vehicle platforms and professional installation standards. These products combine thoughtful engineering, premium materials, and practical flexibility—making them strong candidates for systems where space, power, and sound quality must work in harmony.
INTERACTIVE DISPLAY AT KNOWLEDGEFEST
LAS VEGAS DEMONSTRATES VOXX SYSTEMS AND LEATHER CRAFT INTERIORS
This VOXX Electronics display at KnowledgeFest featured VOXX Mobile Video products including the VODA10 overhead smart TV system; the AMAVXSB10UHD 10-inch and AVXSB11UHD 11.6-inch smart TV seatback system. The seats showed what’s possible with custom Leather Craft interior seating options, while the company also showed off the GENTEX GENFDM3LN full display rear-view mirror. Finally, the VOXXADAS ACADC5 4K AI dash camera with driver safety features and an ACA800 backup camera.
MAJOR LEAGUE FAB AND JASON KRANITZ PRESENT CLASSES AT KNOWLEDGEFEST
Jason Kranitz of Major League Fab said classes at KnowledgeFest Las Vegas went very smoothly and were well-attended. The goal, he said, is to “bring a lot of information in a short period of time.” Additionally, alongside Elias Ventura of HKI, Kranitz taught “Bidding the Job for Maximum Profit: Stop Guessing, Start Winning.” It went very well, he noted. Readers can check out highlights from the class in this month’s Strategy and Tactics section.
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THE ULTIMATE AMPLIFIER
Mike Blackwell prioritizes personal connections, consistency and commitment.
WORDS BY JAMIE SORCHER
Mike Blackwell’s career began at an established distributor. Today, as the mid-Atlantic and southeast territory manager 12-volt for DOW Technologies, he continues to thrive among some of the industry’s most respected leaders. This past February, he received the 2026 Sales Rep of the Year Award at the Industry Awards in Las Vegas, Nev.
Over the years, he said, others have believed in him, given him the chance to succeed and encouraged him toward his next opportunity. Mentors may be fewer in a professional journey with just a handful of employers, but Blackwell has benefitted greatly from those who gave him guidance, support and the chance to excel.
Of course, it didn’t hurt that his passion for car audio was sparked in one of the industry’s most dynamic eras—the 1980s. “There was a HiFi Buys inside the local mall,” he recalled. “Back then, parents could turn their kids loose in the mall and not worry about it. So, I would run down to that store and just play in the stereo room.”
By the time he reached high school, he wanted a full-blown system in his car. “When I got my first vehicle at 16, I bought a couple of Kicker 8s from Cruzin-Tunes in Mableton, Georgia.” Today, the business is one of his customers. “I fell into 12-volt, but I was always attracted to it. The big systems. The big bass. It was the boom, boom, boom car that I wanted. I was into modifying cars.”
His father fueled that interest. “I grew up with a hands-on dad [when it came to] cars and woodworking. I grew up watching and helping him. By the time I turned 16, I wasn’t scared to throw a stereo system into a vehicle, install an alarm, build speaker boxes, handle suspension work, or pretty much tackle anything related to a car. My dad was definitely one of my mentors.”
Believe in Yourself and Others Will, Too
In his senior year of high school, Blackwell opted for the work program which landed him at Bestco Enterprises—a car stereo warehouse—in Mableton, Ga. During his five years there, he learned a great deal about the distribution
At this past New Year’s BMX race, both Blackwell and his son won First Prize.
If a person pushes themselves to be better, Blackwell said, “Good things will come.”
business including warehousing, operations, sales and purchasing.
“I was young, passionate and eager to learn,” he said, and owners Keith and Brenda Jenkins saw that interest and brought him onboard. “I sharpened my install knowledge working with dealers and getting involved with installs on the side. Above all, this is the job that gave me a foundation at a fairly young age of understanding what goes into running a business. I started working in the warehouse and helping customers. There were sales guys who were already established
so they naturally handled the bigger customers—the kinds of clients who dropped five, six or seven grand. This was around 1997, and the industry was just doing incredibly well.”
There wasn’t a huge chain of command, he noted, but there were a few experienced guys he watched in order to absorb how they handled things. When he was 19, the purchasing manager moved on, giving Blackwell a chance to step up.
“Keith trusted me, and I was able to get more involved in that part of the business. There was purchasing—the detailed stuff,
the harnesses, the kits, the remote start stuff, the small, nit-picky products back then—and the ordering was handed over to me. I just jumped into it. Having his trust and that kind of responsibility was a big thing for me and I started gaining bigger accounts. I worked my way up.”
The more involved he got, the more he absorbed and learned. “Not only was I handling some of the purchasing, but I learned how the warehouse worked, gained an understanding of margins and how products got marked up, and got an understanding of all the ins and outs
of shipping, packing, talking to customers over the phone, and troubleshooting. When I left there, I was fully equipped to work anywhere.”
The next opportunity happened without even having to search for it. Blackwell landed at a company where he’d stay for the next 12 years. “Andy Haber, owner of Source One Distributors, was one of my dealers at Bestco.” He had a great working relationship with Haber, he said, so the move felt right. “When I left to work for him, he mentored me and taught me about running a business.”
It also helped broaden his professional world. “I started attending the big events
like CES and becoming more involved in the industry. Source One got involved in what was a huge trend at the time, the Hot Import Nights. The NOPI [Number One Parts, Inc.] event in Atlanta was also big. Working with manufacturers at their booths during these shows gave me new experiences on a different level.”
Still “a young buck” at the time, Blackwell remembers the day when the manager left the company. “I was waiting and hoping to be that manager when the chance presented itself,” he said. “I wanted it—all of it. I wanted the responsibilities. I wanted the keys. I wanted the pay raise. And with
that, I knew there would be situations in which I would have to make the call. And in certain cases, if someone screwed up, that might mean firing someone. But at that level, you also get hire people. You start having a lot more voice in the business.”
A Mentor Can Help Lead the Way
Blackwell worked at Bestco for five years. When it came time for him to leave Source One for DOW Technologies, he said it was a difficult conversation, “but Andy was happy for me. He was proud of me. And I am grateful to him because when I worked for him, he was my
mentor.” Source One purchased products from DOW, so the connection remained. “I’ve been at DOW for 11 years, which goes back to before DOW became the size it is today in the 12-volt world.”
Through Mike Barcia—now a fellow sales manager for DOW who covers the Florida territory—Blackwell had learned of a job opening. At the time, Blackwell said, his son had just been born. While he was interested in pursuing the new opportunity, he wasn’t sure he was ready
for such a drastic change. During a beach vacation with his wife and son, who was eight weeks old at the time, he gained some clarity.
“I thought, what am I doing? Am I really going to pass up a tremendous opportunity with this big company?” Eight weeks later, he called Barcia, who told him the position remained open. “I drove all the way across Florida to DOW’s Tampa office for the interview. I met with Dave Elkin, our SVP Sales and Product Manager, and
LOOK TO LEADERS FOR INSPIRATION
Sales Rep of the Year Mike Blackwell said that during his 11 years at DOW Technologies, he’s really stepped up his game. “This is where I learned about team, culture and leadership. I consider Dave Elkin, John Yodzis and Drew Fisher all mentors to me. I’ve learned so much from them, especially when it comes to leadership. I was hired as an account manager, and about two years ago, DOW did a 12-volt team restructure and I was promoted to Territory Manager.” Blackwell now leads a team that covers the southeast and mid-Atlantic territories. If a person pushes themselves to be better, he said, “Good things will come. You’ll be recognized. Be consistent and follow up. So many drop the ball and they don’t see things through.”
It’s okay to admit you don’t know something, he added. “You don’t have to be the smartest person—I’m not—but it’s okay to say, ‘I don’t know, but give me time and I’ll get back to you.’ It’s okay to do that. People will respect you for it.”
It’s important to own one’s mistakes, he said. “Everyone makes them. Own it and move forward.” Blackwell wants to continue pushing himself and growing his territory: “I don’t believe in settling. I believe that how you do one thing is how you do everything.”
Mike Blackwell (right) with Steve Irby, the founder and owner of Kicker.
Drew Fischer, and within a few weeks I had an offer and started working there.” Despite leaving Source One, his relationship with Andy Haber remains strong.
Work Hard: The Opportunities Will Be There
At DOW, Blackwell said he’s worked hard and, as a result, he’s been presented with growth opportunities within the company. “If you put in the hours and the hard work, you’ll be given the chance to prove yourself.” Looking back, he noted there’s no magic formula—just perseverance, gaining the trust of his boss and building confidence. At Source One, he said, Haber believed in him and the two have maintained an honest friendship. When he started with DOW, Blackwell had the smallest territory at the time. “I wanted to grow the territory significantly, which I have done.”
There are a few things Blackwell would tell his younger self if he could. “Put in the work. Be consistent, be patient and stay humble,” he said. “Never get comfortable. Always push yourself to be better in all aspects of life.” When you get better in one area, he noted, it tends to have a ripple effect. “I’m disciplined in my personal life. I push myself in the gym, eat healthy, coach my son’s baseball team and race BMX. This all has a positive impact at work.”
He also advised taking ownership of one’s own actions, whether good or bad. “People respect you when you take responsibility for your mistakes.” It’s important not to fear change, he added. “This almost cost me a job at DOW because I slept on an opportunity, but then I came to my senses.”
Also, “Keep a balance in your life,” making time for oneself and spending
quality time with family and friends. “We work hard at DOW, but we believe in balance.” Finally, Blackwell said, “Never burn a bridge.”
He’s grateful, he said, to have earned the Sales Rep of the Year award. “I was blown away that someone nominated me and my peers voted on me.” He added that he has a large customer base who believes in him. “With most of my customers, I have a lot more than just a business relationship. I have a personal relationship with a lot of my dealers. And that’s what I believe helped me earn this award. I haven’t job-hopped. I have been consistent in my career. And I’ve had a lot of the same dealers for 25 years. This is a relationship industry,” he explained. “By far, hands down—in this industry, and in many others, people are loyal to those they like.”
As a member of the DOW Technologies team for 11 years, Blackwell said he’s learned a lot about company culture and leadership.
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Accompanying the artwork is a hand-numbered Certificate of Authenticity signed by Alpine’s founding North American executive team from the 1970s. We invite you to examine and acquire the complete Alpine graphic collection.
TAKE THE TIME
Never guess when it comes to pricing. Elias Ventura and Jason Kranitz discuss how retailers can charge with confidence.
WORDS BY ROSA SOPHIA
At KnowledgeFest Las Vegas, Jason Kranitz of Major League Fab teamed up with Elias Ventura of HKI USA to present a class called “Bidding the Job for Maximum Profit: Stop Guessing, Start Winning.” The two pointed out that many car audio shops still guess when it comes to pricing, which only succeeds in reinforcing the myth that custom work doesn’t pay. In the class, they discussed how retailers can take control of
pricing strategy, “charge with confidence, sell high-value installs without hesitation and eliminate the belief that custom work isn’t profitable.”
Kranitz recalled a time when he once worked at a low rate and was instructed to increase the labor rate. Depending on the complexity of the project, the shop would charge more for labor. Also, he added, different labor rates were listed separately with each additional item
on the ticket. “Upgrade, parts charged. Upgrade, parts charged. Pretty soon, the list is really long,” he said. “What happens to the consumer when you do that? They feel like they’re being nickel and dimed.” Billing the project as a package, Kranitz and Ventura said, makes for a less complicated ticket and a smoother transaction. Here are a few takeaways from their presentation at KnowledgeFest.
CAREFULLY TRACK TIME SPENT AND BILLABLE HOURS
If a shop is running behind on a project, Kranitz said it’s important to be upfront with the customer. “Call them and say, ‘Hey, we don’t want to rush anything. We want to make sure it’s perfect for you, but unfortunately, we won’t be done today. I’m going to call you at three tomorrow and we’ll schedule a time for you to pick it up.’ They just want to be able to plan the rest of their day.”
Sometimes, during the course of a project, the client may change their mind about the equipment they’ve chosen. Kranitz and Ventura recommend inputting the installation parts first on the ticket, then labor and finally products.
“If they decide they want to change that product, I change it at the bottom and I go back up to make sure I have the correct parts and pieces. This is why it’s important to change the upgrade [first] to make sure we catch things and we’re not giving anything away.”
The installation parts include items such as a harness or adapter. When Kranitz still owned his retail location, he said, “We boxed USB adapters in with the radios and added them to our price so we never forgot it.” The parts list might also include a custom bracket, especially when it comes to a larger head unit screen. The next section lists the labor. And finally, the radio itself is at the bottom in the products list. “Take this formula back to
your shops, he added, stating that the template can be easily updated.
A retailer should also understand the average amount of time it takes to complete certain tasks, as well as the average price for each item. This will simplify billing, Kranitz said. “Take the information for a custom job and build it out. Figure out the average price.” The time allotted for each task can always be adjusted. He recommended breaking things down in quarter-hour increments.
Throughout the presentation, Kranitz and Ventura went through various scenarios—such as running wires—and discussed how long each task would take. Once a retailer has a record, the staff will be more prepared with a flat rate and an
understanding of how long it takes to install various products.
When the equipment, design and approach becomes more complex and detailed, Kranitz said it may be time to raise your labor rate. Retailers should not be afraid to do this. “Don’t shortchange yourself,” he said. This is where knowing how long it takes to do something is so important. For example, he added, if a technician doesn’t use CAD, then they’re doing it by hand. “You still have to design it. If you don’t have a machine, then you spend more time creating the template. Consider how much time it takes to design that template.”
By creating a plan for basic, repeatable steps, shops can become more efficient and make more money.
Build a record of this, Kranitz said, “and save them in a book. When the customer says, ‘Why’s this so expensive?’ open your laminated book. ‘Because it [accounts for this many] billable hours.’ There’s a lot more involved in it.”
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TAKE THE OPPORTUNITY TO DEMONSTRATE VALUE
In the past, Kranitz said, he’s often observed people in the mobile electronics industry who never take the time to listen to the car’s current system when a client brings it in. He recommended including it with a ticket so the technicians don’t forget to do it. “Because we’re doing a DSP, I have to figure out which speakers are out of phase. Or, not out of phase if we have an all-pass filter.”
He recalled a project he worked on at another shop: “A guy came in and he had the door panel and dash torn apart. He was upset because he had no bass. I asked [my coworkers], ‘Did you guys listen to it first?’ They said no.” In the end, Kranitz told the customer that a small subwoofer was needed in order to produce the kind of bass he wanted. The other tech hadn’t come to this conclusion.
“You can’t be scared to go back out and talk to your client when there’s a
mistake,” he said. “They want a solution.” Referring back to the discussion about estimating time and billing correctly, Kranitz said listening to the system should be factored into the time.
A salesperson, Ventura said, should always go out to the vehicle to take a look. Besides the fact that it’s an important opportunity to take a closer look at the car and get to know the client, he noted that it’s also a good time to “talk about how you do things and how much time it takes—and be specific on certain things. For example, if I go out to the vehicle and I say, ‘You have steering wheel controls, you have premium audio,’ then I’m building a foundation [of understanding for the client]” so they know what will be done in order to install the desired product.
In terms of time, he said, “‘Retaining steering wheel controls is quick and easy and takes us a half an hour of time. Retaining your backup camera takes almost an hour.’ Build that value and the customer will realize, ‘Hey, you know what, it’s not just a radio install. There’s more to it.’ Most of the time, they don’t even know if they have premium audio or not.”
Sometimes, Ventura added, a client doesn’t even know the correct year for their vehicle. When a salesperson takes a walk out to the customer’s car, he said, they begin to build value. “When you show the estimate, sometimes it’s overwhelming. Everyone freaks out. When you’re at the car, this is where you can show off that list without giving them sticker shock. Now, they’re absorbing it.” The customer realizes, he said, “‘My car is different. It’s going to take a bit more to do a traditional radio install.”
Additionally, the customer probably won’t feel as defensive while at the car with the salesperson: “Rather than scaring them away with a laundry list of parts and adapters and dash kits, talk about those things at the car. They’ll feel a bit more confident about that estimate down the road. They’re understanding it’s going to take time.”
And they’re understanding this, he said, because they’re seeing it as the salesperson explains it—without simply being overwhelmed by information and numbers on a piece of paper.
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Accompanying the artwork is a hand-numbered Certificate of Authenticity signed by Alpine’s founding North American executive team from the 1970s. We invite you to examine and acquire the complete Alpine graphic collection.
MODERN RETRO
Featuring a full JL Audio sound system, this 1965 C10 served as a popular demo vehicle at KnowledgeFest Las Vegas.
SUBMITTED BY: 110 CUSTOMS, MONTGOMERY, ILL.
This snazzy 1965 C10 pick-up truck drew crowds at KnowledgeFest Las Vegas. The truck features a ground-up custom build with a full JL Audio sound system and was built by Montgomery, Ill.-based 110 Customs. The truck features the following products: C7 one-inch component tweeters; C7 3.5-inch component midranges;
C7 6.5-inch component woofers; W3V3 8-inch car subwoofers; W7AE 10-inch car subwoofers; M5 8.8-inch marine speakers; VXi car full-range amplifier, 8-channel, 800-watt; RD Car Monoblock amplifier, one-channel, 1,000-watt; XDM Car and Marine amplifier, four-channel, 400-watt. The 8-inch W3V3 subwoofers are located
in the kick panels, according to a JL Audio representative. The VXi eight-channel amplifiers power the system and control all the speakers using a DSP. The down-firing speakers are mounted in the back of the bed, so when the tailgate is down, audio can also be enjoyed from the rear of the vehicle.
FROM THE PRESIDENT
“ The ones who are winning aren’t necessarily the biggest or the busiest. They’re the ones who are more intentional about how they operate. They’re not guessing. They’re improving.
THE MIDDLE IS DISAPPEARING AND IT’S NOT A TRAFFIC PROBLEM
The future of this industry doesn’t belong to the cheapest—it belongs to the most capable.
Spend enough time talking to retailers across the country, and you start to hear the same thing: traffic is down, leads are inconsistent, and the answer must be getting more people in the door. But the more conversations I have, and the more I look at what’s actually happening inside businesses, the clearer it becomes. Most don’t have a traffic problem. They have a conversion problem. At the same time, there’s a larger shift happening in our industry, one that isn’t getting talked about enough. The middle is disappearing.
An Industry That’s Separating
The mobile electronics industry isn’t shrinking. In many ways, it’s becoming more important than ever. Vehicles are more complex. Technology is more integrated. The opportunity to deliver meaningful upgrades to consumers is growing. But the market is starting to separate. On one side, there’s price-driven, transactional work that is highly competitive, increasingly commoditized, and under constant pressure from online and big-box alternatives. On the other side, there’s high-skill, high-value integration: custom solutions, advanced tuning, fabrication and system design that require real expertise and command real margins. For a long time, many retailers have operated somewhere in the middle, and that space is getting tighter. Not because customers have gone away, but because expectations have changed.
The Shift to Capability
When business softens, the instinct is to look outward for more advertising, more promotions, more leads. But what we continue to see is that most retailers already have more opportunity than they realize. The breakdown is happening in the moments that matter most. Phone calls that don’t convert, in-store conversations that lack structure or confidence, missed opportunities to explain value, inconsistent follow-up and pricing that’s reactive instead of intentional.
What’s changed is what the customer expects when they walk through the door. Access to
products is no longer the differentiator. Information is everywhere. Customers are more informed, but they’re also looking for guidance. They want to feel confident in their decision and understand what they’re buying and why it matters. That puts the focus squarely on capability.
The ability to ask the right questions, build trust, design the right solution, communicate value clearly and execute at a high level—that’s where businesses are separating right now. The ones who are winning aren’t necessarily the biggest or the busiest. They’re the ones who are more intentional about how they operate. They invest in getting better, pay attention to their processes and work on how they communicate with customers. They’re not guessing. They’re improving.
Raising the Level of the Business
This isn’t about the market working against you. It’s about whether your business is keeping up with where the market is going. We’re at a point where standing still isn’t neutral anymore. It’s a step backward. Vehicle technology is advancing quickly. Consumer expectations continue to rise. The competitive landscape is shifting in ways that didn’t exist even a few years ago.
This doesn’t get solved with a promotion or a seasonal push. It gets solved by raising the level of the business itself. That’s where the real opportunity is. As an association, that’s where our focus remains: not just providing information, but helping our members build stronger, more capable, more profitable businesses through practical, realworld application. Every retailer is making a choice, whether they realize it or not.
You can compete on price, or you can compete on capability. You can chase more traffic, or you can convert what’s already in front of you. You can try to hold the middle, or you can move toward the side of the industry that is growing and evolving.
The path forward is there. The opportunity is real. The question is simple. Which side of that line are you going to be on?
