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The Rising Demand for Accessories

Buying a new or used Volkswagen is an exciting experience. For many buyers, however, this is just the begining because they are not just looking for a means of transportation, they want a vehicle that fulfils their need for self-expression. Automotive enthusiasts and everyday drivers alike often seek to personalise and enhance their vehicles with a wide range of accessories. Whether it is comfort, protection, emergency preparedness, convenience or personalisation, the demand for vehicle accessories is still rising. Still many Volkswagen Retailers hesitate to offer accessories at the point of vehicle sale. Download the document in the banner above to help brief your staff.

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Sales opportunities for Volkswagen Retailers
A McKinsey* report from November 2021 states that 71 perecent of consumers expect businesses to deliver personalised interactions. And 76 percent get frustrated when this does not happen. If consumers do not like the experience they receive, it is easier than ever for them to choose something different. Three-quarters of consumers switched to a new store, product, or buying method.

This is hugely valuable information for us in the automotive industry and especially for the accessories business which is designed to tailor a vehicle to the customers lifestyle and interests.

Many people like personalising their Volkswagens to make them stand out and reflect their personality or style. From stylish alloy wheels to chrome components, boot liners, roof racks and beyond, consumers have countless options for tailoring their vehicles to their liking and needs.

Buyers will buy custom vehicle accessories, but they may choose to go somewhere elese if you do not point out our range of accessories either at the test drive or informing them of our full accessories catalogue at the point of sale.

* McKinsey (2021). The Value of Getting Personalization right--or wrong--is Multiplying. Available here.

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Types of accessories that add value to a customer

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Exterior Accessories
  • Mud flaps
  • Bumper and door protection
  • Tow bars
  • Roof bars
  • Roof boxes
  • Bike holders
  • Rear box
  • Running boards
  • Side steps
  • Alloy wheels
  • Tonneau cover
  • Spoilers
  • Paint Protection
  • e-Charing products

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Interior Accessories
  • Floor mats
  • Cargo organisation
  • Spare wheels
  • Boot liners
  • Child seats
  • Sun blinds
  • Dog guards

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Performance Accessories
  • Exhaust systems
  • Suspension upgrades

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Safety and Security
  • Parking sensors
  • Rear cameras
  • Dash cameras
  • Tracking systems
  • First Aid products

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The benefits for Volkswagen Retailers
The most obvious benefit of adding accessories for you is increased revenue. Accessories have good profit margins and by offering a range of accessories allows you to maximise your profits with each sale, especially when the accessories are bundled into the vehicle sale.

Accessories also give a competitive advantage. To stand out, you need to differentiate yourself as a one-stop shop. Buyers are more likely to choose a dealership that offers them the convenience of purchasing a vehicle and its accessories in one place – it simplifies the purchasing process!

Offering a wide range of accessories can be a key factor for you in attracting and retaining customers. The availability of accessories allows buyers to feel more connected to their new Volkswagen and confident that it meets their individual needs.

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The impact on customers
The customer experience is of utmost importance. It can improve your success significantly or set you way back. Millennials, the largest segment of car buyers today, require a positive experience. The up-and-coming generation right behind them, Gen-Z, place value in experiences over anything else. You need great skill in meeting each customer's needs and deliver the experience customers are looking for.

Automotive News* published that the customer experience and demands have changed over time. Data shows that customers value transparency and simplicity more than anything else – even price. Autotrader** reports that over half of customers would buy from a dealership that offers their preferred experience, even if it did not have the lowest price.

Selling accessories delivers a positive experience, making for higher satisfaction and more convenience. Accessorising at the point of sale saves buyers the hassle of searching for, purchasing, and installing accessories on their own as well as knowing the installation was performaned by a Volkswagen technician and that the accessory is fully approved and tested by Volkswagen. This reduces the risks of purchasing incompatible or sub-par products.

* Autonews.com. (2023). Creating great retail customer experiences. Available here.
** Cox Enterprises. (2023). New Autotrader Study: Consumers Want Big Changes to the Car Buying Process. Available here.

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Challenges and considerations of accessories sales

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Inventory management
Adding a range of accessories to vehicle sales requires effective inventory management. You must ensure you have a sufficient supply of key accessories on site while avoiding overstock.
Staff training
Good training, attentiveness, reiterating customer needs and product knowledge are key.
Marketing and promotion
You need to market the accessories you offer to customer effectively. This includes creating promotional materials, displaying accessories in the showroom or on new and used showroom and demonstrator vehicles and leveraging digital marketing assets to reach potential buyers.

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Summary
Adding accessories to a vehicle can offer numerous benefits like enhancing both its functionality and aesthetics. As the automotive market continues to evolve and customers seek more personalisation, the role of accessories in vehicle sales will become even more prominent. Retailers that embrace this trend and offer a wide range of accessories can position themselves as leaders, while delivering a superior value and experience to their customers.