New car accessory sales grow 60%, exceed client goal of 30%.
Targeted vehicle lines increase by more than 80%.

Strategic Intent

Grow market share of the automotive accessories and parts market by increasing sales of dealer-installed, new car accessories at least 30% per vehicle line


  • $4.7 billion regional distributor of cars, trucks and automotive parts and accessories
  • Primary customers are 150 automotive dealerships in five states.
  • Car sales are growing, but accessory market share is stagnant at less than 10%.
  • Dealers are independent businesses with heavy focus on vehicle sales and lack motivation to sell more new-car accessories.

Issues and Barriers

  • Dealer relationships with small, local, after-market suppliers not sufficiently challenged by client
  • Poor communications with dealers – with little feedback about buyer needs and opportunities
  • Weak and ineffective sales plans
  • No focus on training and motivating dealer salespeople
  • Organizational boundaries exist throughout the process, resulting in unhealthy silo mentalities.

Key Implementations

  • Accessory sales plans and packages for three vehicle lines – including parts selection, vendor agreements, pricing and marketing tools
  • Establish baselines and plan targets for each pilot program dealership
  • Plan roll out, including dealership sales training and metrics, to pilot program dealers
  • Train entire client workforce on dealer incentive program, eliminating internal silos


Accessory Sales Increase by Vehicle Line


  • Accessory sales in pilot dealerships increased by 60% against the client’s goal of 30% after only eight weeks.
  • Sales in the three targeted vehicle lines increased by over 80% each, with one actually doubling in volume.
  • Accessory sales force attrition to be cut in half.
  • More than doubled client’s regional market share of accessory sales

Client Perspective

Brooks has taken us further in the accessory business arena than anyone ever has before.
—President & CEO

This (new volume) will help us with the erosion of margins we anticipate (this year) and will be a key contributor to sustained gross profit.
—Dealer Principal & General Manager

Achieve your strategic imperative & required financial objectives.
See what a Brooks International initiative can do for you.