THE SHOP

March '18

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20 THE SHOP MARCH 2018 BETTER BUSINESS In such a constantly growing market, we asked for one piece of advice for shops in other parts of the country looking to serve the Jeep market. Artes says to keep it simple. "Keep diversifying and do business hon- estly." Morosan stresses the importance of knowing your stuff. "I would say go out to local events, meet the customers, see what your target market is out doing with their Jeep. Get familiar with the products and brands that your local consumer is running on their vehicles. See what's popular, so you know what your consumer is looking to purchase or is a trend." She and her staff also monitor local forums to learn about hot topics. "A lot of times, we just go to events and walk around," she adds. "We don't always work them, because when RIDING HIGH 20 THE SHOP MARCH 2018 From wheels and tires to recovery products, sales of Jeep accessories are expected to stay strong in 2018. you work an event, you sometimes get stuck at the booth and don't get to see everything else that is going on." Olavarrieta suggests buying a shop Jeep and then giving it tons of exposure. "Having a customized Jeep parked out- side of the shop every day will attract more local customers than you can imagine," she predicts. "This will also help you understand the needs and wants of your customers. You'll never truly understand how loud tires can be, for instance, until you drive on MT tires on the highway." HERE COMES THE JL Of course, the huge news in Jeep circles for 2018 is the introduction of the Jeep Wrangler JL. There's no doubt that 4x4 shops expect the redesign to help boost business. "I am actually really excited about the new JL and to see what it brings to the Jeep market," says Morosan of LGE-CTS Motorsports. "Right now, the only thing I could see happening is a lot of JKs going up for sale, so consumers can get into the new JL." As far as the possibility of new product trends, she adds, "I don't really see any- thing crazy-different being made for the new Jeep, but I think by SEMA we will see some pretty cool things happening. I am personally waiting for the diesel model to come out, and can't wait to see what they have to offer for that." Roco 4x4's Olavarrieta has already checked out the JL and is ready to embrace its changes from the JK. "Fiat has been paying close attention to the aftermarket, so there are some upgrades that are already available from the factory," she says. "Yet, "I'm very happy to see its still has a solid front axle!" Artes from JeepersDen expects it will continue driving the Jeep market forward. "I think the new JL will bring an all- new adventure for consumers and manu- facturers alike," he predicts. "Everyone knocked the JK when it first came out, and now look what it has become." The new JL is expected to boost busi- ness. (Photo courtesy Jeep)

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