Heat up winter sales with remote car starters
2020 has been a year for the record books, including its effect on sales. COVID-19’s impact on aftermarket remote start sales remains to be seen. Forecasts and estimates shift every few months. Historically, however, the last quarter of the year as well as the first few months of the next year are when sales of remote starters peak.
There’s nothing like sitting in a cold car to bring home the convenience of a remote start!
Another thing we know for sure is that the average age of light vehicles continues to climb—even before the coronavirus slammed the brakes on new car sales. According to an IHS Markit report released in September of 2019, the average age is now 11.8 years. It also states:
“For the aftermarket repair industry, however, there is also a positive trend with the oldest light vehicles on the road. These older cars and light trucks are growing very fast – with vehicles 16 years and older expected to grow 22 percent from 2018-2023 reaching 84 million units in 2023.”
And the U.S. government reports, as of 2018 (the latest year data was compiled), there was a total of over 25 million light-duty cars (short-wheel base) and trucks (long-wheel base) on the road.
The upshot of all this data is that your customer pool is HUGE! Millions of vehicles, old and new, are still being driven today that were sold without a remote start system. And with winter right around the corner, the appeal of a preheated vehicle is going to gather momentum.
The aftermarket advantage over OEM
It’s a no brainer to appeal to those with cars that have been on the road awhile. But don’t ignore new car buyers. Some skip those pricey upgrades to control costs. Plus, OEM-equipped remote-starter or security systems utilize features almost laughable in comparison to the depth offered by aftermarket products. For example, OEM remotes have a range of 50 to 100 ft. Aftermarket products can reach a huge mall parking lot, extend out 1 to 2 miles, or even be global. Many consumers also prefer having two-way connectivity, allowing confirmation of commands. Most factory systems don’t offer this.
Plus, when you sell an aftermarket remote start with installation, it’s much easier to upsell a security system or keyless entry at the same time. Especially if their vehicle has pricey add-ons like high-dollar wheels, an expensive head unit, audiophile speakers, etc. After all, once your installation team is under the hood, adding true shock, glass, tilt, and proximity sensors isn’t that much more of an expense.
So, be on the lookout for those opportunities to gain extra sales traction, no matter the age of the car.
Common questions potential customers have about the aftermarket remote start
You’re probably going to answer a lot of questions before you clinch that sale. Aside from “how much does it cost” (that depends), “will it void my warranty” (no), “will it consume more fuel” (not much, if any), and “can it be added to a push-to-start car” (yes), here are a few others you may encounter.
How do I choose a remote starter?
Asking your prospect questions will help narrow the possibilities.
- How far away do they want the remote to operate? Different models come with different ranges.
- Are they okay with a key fob or do they want to use their smartphone?
- What about trunk pop, horn honk, or the ability to work with multiple cars?
And Best Buy points out that in many new cars, the factory keyless entry won’t work when the engine is running. So, if it’s been remote-started, the doors have to be manually unlocked unless an aftermarket keyless entry is added.
What about cars with manual transmission?
This is a tricky one. Although there are remote starts that work for stick shifts, many shops shy away from this kind of installation. Yet others embrace them. One explanation you can provide, if this is something you won’t undertake, is this: If a car’s been left in gear, it could potentially lurch forward and hit something or someone, creating all kinds of liability and legal issues.
That brings us to the another frequently asked question—safety.
Is the aftermarket remote start safe?
Yes, if they are quality products. In 2007, the Consumer Technology Association (CTA) released its standards for remote starter safety. Remote starts don’t have to follow these standards, but they are common sense ones.
Standards include:
- Auto shutoff after 30 minutes of continuous run time.
- At least one of three safety inputs is connected:
Hood input: If the hood input is active (for example, the hood is opened) at the time a start sequence is initiated, the vehicle won’t start.
Brake Input: An input shall be provided from the brake switch to terminate an existing run cycle or prevent the vehicle from starting via remote start.
Service “Valet” Mode: The service or “valet” mode can contribute to the safety of the vehicle when it is in service to prevent injury. If a start sequence is initiated while the system is in service mode, the system won’t start.
- The installed car remote starter won’t disable or compromise an existing vehicle security system, except during run-time.
- Power handling needs won’t exceed 212°F.
Can any year of car have a remote start installed?
Pretty much yes! But some make for easier installations than others.
2007 was a watershed year. Before 2007, installs were analog and involved arcane knowledge and lots of wires. After 2007, most vehicles incorporated an on-board computer. So now, a special digital interface talks to the on-board computer and add-on remote start system.
Consumer Reports points out that cars built after 2005 can probably be outfitted with a car-dealership-installed remote system from the automaker—assuming one was available for that model at the time. Odds are, of course, that the dealership remote won’t be nearly as robust as aftermarket ones. If your prospect is considering a dealership installation, be sure to ask questions about the dealer’s OEM remote so you can counter with something better.
What’s the difference between Python and Avital brands?
Both, of course, are a part of the Directed family of automotive aftermarket components. Directed is the largest designer and marketer in North America of consumer-branded vehicle security and remote start systems. It also has the largest market share.
Each Directed brand addresses a different channel and consumer market, allowing retailers to choose the brand that meets their needs. Here are a few, as carried here at Petra.
- Python. A premium brand targeted to mid- to high-end consumers. It features dedicated two-way solutions such as color OLED and LCD screens. The remotes are very stylish in appearance and the units are feature-laden.
- Avital. Appeals to the entry-level consumer looking for remote start price points primarily under $199 retail.
There is a third Directed brand as well, SmartStart. SmartStart products use both hardware and a smartphone app. They work with Python products to let users start, locate, and control their car from virtually anywhere in the world using their own smartphone.
Directed launched this Cloud-based app in 2009, well ahead of the technological wave that has become known as the connected car. SmartStart systems require an annual service plan to connect to its Cloud network. Different plan tiers enable different features. It also works with multiple vehicles, so it’s ideal for families.
Remote starter selling strategies
Aftermarket remote start sales have two seasons—winter and summer. After the first snowfall or record shattering heat wave, the thought of pre-warming or pre-cooling a car has enormous appeal. So, start your advertising several weeks before the big temperature change. And don’t forget reach out to previous customers who have already bought a system from you. They’re already sold on the concept, and may well now own another car that needs a remote starter added.
CTA also has suggested a strategy to increase your sales. Their consumer research suggests that “safety-oriented” one-price bundles that include installation could help attract sales. So, create different tiers with remote starters that also include items like security systems, radar units, dash cams, blind spot cameras, etc. Then advertise them aggressively in print, around your store, and through your sales force and social media. And don’t hesitate to push aftermarket add-ons as practical and less-expensive alternatives to high-priced OEM option packages.
And when you’re ready to source remote start units, components, and harnesses, as well as other automotive add-ons including head units, speakers, and more, check out the wide selection from Petra.com. We have all the critical elements you need—including remote starters from Directed, Crimestopper, and Fortin—for your retail sales needs as well as components for successful installations.