very flexible, very fast and very efficient.” Give me a scenario from your customer’s perspective. For example, I’m a customer and I go to your website, and I find my vehicle type, what do I do? What is the process from the customers point of view? Asher: The first thing we must do is identify the year, make, model and sub-model of your vehicle. Say you have a 2015, Dodge, Charger, SXT. This vehicle comes with either a single or dual piston brake package so our website will ask you to confirm which one to ensure we have the information needed for an exact fitment. Identifying the exact vehicle is a simple, yet vital first step of the process. Once the vehicle information is entered, all the standard options will pop up including all the licensed engravings and our standard colors of red, yellow, black and matte black. Along with the standard options, you can create a custom set of caliper covers designed exactly to your liking in a simple 4 step process. First you choose the paint which includes standard powder coats and optional powder coats. Keep in mind, these are not color matched and they’re powder coated colors, which is an industrial finish. But if you wanted an exact match, you could submit your VIN number and we would get the exact paint color and custom paint for your caliper covers to match your car perfectly.
can have that on your caliper covers or you can remove it. Smoother look without, a little more detail with.
Then you choose the engraving you would like whether it is licensed, optional or a custom logo that can easily be uploaded to the site. Here you can select one engraving for the front two caliper covers and a separate engraving for the back two if you would like.
Last you choose the fill color for the engraving and bolts if you chose to add them.
You can also customize the fill color in the engraving as well with the multiple options available.
As you add in all these customizations, there is a running total below to show how much the job will cost. And you can always go back and change your customizations if you want to. Our customizer allows you to see the finished product which brings peace of mind and confidence in the purchase. They look easy enough to install but what would I do if I wasn’t so mechanically inclined? Mike: We prefer customers taking them to a tire shop. We find the tire centers are more customer oriented than a standard mechanic, so we try and steer customers toward the tire centers for installation. Who are buying caliper covers? Are you working mostly on corporate vehicles, individuals, or is it all over the map? Mike: It’s kind of fun, we have a pretty diverse group. We are kind of blessed because the new wheel designs, even from the factory, are quite open and show the caliper. So we
Second you decide if you would like bolts going across the top or no bolts. They’re basically faux bolts and you
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MAY 2018 • SPOTLIGHT ON BUSINESS MAGAZINE
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