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Old 10-07-2013, 10:12 PM   #1
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Jeep going after "After Market"

Interesting article in Automotive News this week.

Jeep pushes to increase in-house accessory sales
DETROIT -- With each new Jeep Wrangler it sells, Chrysler Group feeds a multibillion-dollar industry selling aftermarket parts and accessories.
But for most of the off-roader's history, those accessory sales went to other companies. Now Chrysler's parts and service brand wants a piece of the action.
Chrysler's Mopar brand has expanded its catalogue of Jeep accessories over the last three years. As an added incentive, orders of customers who have their Wranglers customized by the factory are given priority, which can cut delivery waiting time.
"I always remember when someone is stealing my business. That is something I never forget," said Pietro Gorlier, head of the Mopar brand.
The size of the Wrangler customization market is huge. The Specialty Equipment Market Association estimates that consumers spent more than $31 billion last year on aftermarket parts and accessories, including $6.1 billion for light trucks.
Since 2010, SEMA has recognized the Wrangler annually as the most customized 4x4 SUV on the market.
Gorlier said it is not unusual "to find people spending up to $5,000 in accessories. We touch months where we were at an average that was close to $2,000 per vehicle spent on Wranglers. And there are some people that go out and buy a new Wrangler and then spend $40,000 or more adding accessories to it."
The accessories include crated Hemi engines, floodlights, differential covers and oil pumps -- nearly everything one would need to transform a stock Wrangler into an unstoppable off-roader.
For several years, Mopar and Jeep have been working to extend Chrysler's reach into the Wrangler accessories market.
More than half of all Wranglers built in 2012 came out of the Toledo Assembly Complex with Mopar customizations. And about 7 percent of Wranglers ordered from the plant in 2012 came through the nearby Mopar Custom Shop, where larger aftermarket equipment is installed before dealer delivery.
Chrysler spokesman Bryan Zvibleman said that both percentages are tracking higher in 2013.
Helfman River Oaks Chrysler-Jeep-Dodge-Ram in Houston has been doing in-house modifications to Wranglers for about three years, specializing in lift kits, which raise the body off the suspension to provide more off-road clearance. New-vehicle Sales Manager Blake Helfman said doing the Wrangler work in-house has bolstered the dealership's bottom line and improved customer service.
"When we first started, we were doing them aftermarket, and we had quality issues," Helfman said. Now the dealership averages about 20 Wrangler lift kits per month, at a cost ranging from $9,000 to $11,000. The kits include tires, wheels and other accessories.
"We like to keep five or six custom-lifted Wranglers in stock at any given time, and it really helps sell them," he said.
Over the next six months, Mopar will have "a continuous launch" of accessories for the Wrangler, each certified by the brand and thus keeping the vehicle warranty intact, Gorlier said.
Mopar plans to launch about 50 products each year, adding hundreds of new part numbers to Mopar's current 450-part Jeep accessory catalogue.
"There were things before that we were not offering. Now we are able to offer a good 90 percent of what an enthusiast would want," Gorlier said.
For dealers, Mopar's expansion into aftermarket parts and accessories for the Wrangler can mean added training costs for service technicians. Gorlier said Mopar plans to "identify the dealers that are more engaged in off-road," and offer further certifications for technicians at those dealerships.
The factory is also trying to help out in other, less obvious ways.
Gorlier said: "One of the first things we had to do was to start writing better instructions for our parts, not only for the qualified technician, but also for the do-it-yourselfer."

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Old 10-07-2013, 11:02 PM   #2
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Sounds expensive....

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Old 10-07-2013, 11:23 PM   #3
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I just bought mine 2 weeks ago from the dealership with AEV bumpers, AEV rims, AEV snorkel, AEV 3.5" lift. The AEV brand isn't the cheapest, but I really like the quality and the extra thick reinforced 3" tubes on the bumpers, mounting plates for more accessories, extra care into the visual appeal. The dealership sold me on the "we're AEV certified and we guarantee and warranty the lift and all the extras the same as the Jeep". So, yeah, I could have paid a little less and had another shop down the road do it, but then I have two different places to bring the Jeep when it breaks, and one always pointing to the other one.
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Old 10-07-2013, 11:55 PM   #4
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so it only took about 25 years for chrysler to realize they were missing out...
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Old 10-08-2013, 07:11 AM   #5
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Motor vehicle manufacturers have always built what people needed, and the Aftermarket people made what those people wanted. So it makes sense, and has been the norm for today's vehicle manufacturers to venture into the aftermarket area, as this is just good business. Look at the development of the Honda Goldwing, or even Harley Davidson....they went from basic vehicles to ones with stereo, cb, intercom, cruise control, and even air bags. It's just a way to get more $$$$ for the corporation.
It's the Aftermarket people who come up with ideas that keep the market moving.
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Old 10-08-2013, 09:22 AM   #6
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A lot of the "Mopar" products are produced by the aftermarket. I know Rugged Ride=Omix Ada produced several parts in their catalog. And Hella makes their off-lights.

I wonder how this will play out with warranties since it's well known certain dealers like to void warranties when they see a lift.
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Old 10-08-2013, 01:43 PM   #7
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Parts bought thru the dealer are too damn expensive. What they charge for parts and labor are thru the roof. I'd rather get my parts thru the after market (you see specials all the time).
The dealers will rope in first time buyers who really don't know any better.
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Old 10-08-2013, 02:51 PM   #8
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The accessories include crated Hemi engines, floodlights, differential covers and oil pumps -- nearly everything one would need to transform a stock Wrangler into an unstoppable off-roader.
Lol'd
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Old 10-08-2013, 02:54 PM   #9
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The accessories include crated Hemi engines, floodlights, differential covers and oil pumps -- nearly everything one would need to transform a stock Wrangler into an unstoppable off-roader.
Lol'd
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Old 10-08-2013, 05:08 PM   #10
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Originally Posted by JDAALLEN View Post
Gorlier said: "One of the first things we had to do was to start writing better instructions for our parts, not only for the qualified technician, but also for the do-it-yourselfer."
Well that's good news. Their instructions are pretty bad. Parts labelled wrong on diagrams, written instructions not matching the diagrams, contradictions from one step to the next... obviously written by an engineer.
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Old 10-08-2013, 07:31 PM   #11
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Where have you been Jeep has been doing this for years, Most of their winch mounts are made by WARN, the HD TJ Skids were made by WARN, most decent dealers are selling AEV stuff. The dealer I worked at was installing lifts on new TJ's and XJ's back in 2000 and warrantied them
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Old 10-08-2013, 08:03 PM   #12
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...The factory is also trying to help out in other, less obvious ways....

Please, oh please, go for the obvious way and let us custom configure Wranglers with the options we want - rear locker & HD suspension on a Sport for example. They also really need to offer some tire selection from the factory. I wonder if that'll ever happen?
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Old 10-08-2013, 09:22 PM   #13
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Still not buying from them until they come way down on their prices
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Old 10-08-2013, 10:05 PM   #14
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Now we get to have financed builds to go along with the credit card builds.
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Old 10-08-2013, 11:24 PM   #15
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Good lord those are some high prices. Another reason to stay away from mopar

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