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Unlock Hidden Revenue in Your High Performance Auto Shop

Barry Alt • June 12, 2020

A simple how-to guide on optimizing your website to make more sales

Hidden revenue in your high performance auto shop

As a new generation of car lovers gain more spending power in the industry, any company hoping to stay relevant and profitable needs to tailor to their shopping habits.


The world of online shopping for high performance auto parts and accessories has completely revolutionized in the last five years. 


There are so many opportunities available to sell more online and many of these can be easily done on your own, if you have the time. Others are better left to experts who have the savvy and the tools. 


We’ve put together a quick checklist for online high performance auto shops to help optimize their website with the most cost-effective solutions and the must do’s of online trading.


1. Get Mobile Friendly & Keep Up With Clients On The Move


With over 75% of people now using mobile devices to shop online, your website needs to work correctly on all devices. 


If your website doesn't work when viewed on mobile devices any money you pump into marketing could be wasted. 


Your site should not only look perfect on any device, it also needs to function properly too. 


If your website isn't mobile friendly, search engines will penalize your search rank and visitors may be put off buying from a company that looks so outdated.


2. Harness The Power of Video & Show Them Why You’re The Best


Original, engaging images and video are more effective than words alone. Earn the trust and awareness of potential customers by posting behind the scenes images and videos on your social media. 


On platforms like Instagram and YouTube for example, you can show your business is clean, knowledgeable, organized and well run. 


Including this in your digital strategy is really essential with social media. Show off your latest awesome custom tuning gig and get viewers’ imaginations running wild with what you could do with their muscle car too. 


3. Get Local & Get Found

Local SEO (search engine optimization) is the most value-packed form of high quality traffic online. 


Especially useful if you’re in an industrial or out-of-the-way area, local SEO practices ensure your website ranks well in relevant geographically-based search results. 


For example, someone looking for a fuel injection service may search for “Fuel injection services near me” and their device will pass location information to the search engine to find nearby locations. 


Making sure you’ve claimed and updated your Google My Business and Bing Places listings is a must do. Local SEO is now really important to help customers learn where you are.


4. Stay In Touch With Current Customers & Sell Again


It takes less energy to retain a customer than it does to find a new one. 


Use Facebook and Twitter to maintain and build customer relations. Take advantage of these communication channels to interact, engage, thank and troubleshoot complaints. 


Redirect problem conversations into private discussions on Facebook Messenger, direct messages on Twitter, emails or phone calls. 


For added value, encourage reviews on your Google My Business page and on Facebook. Provide quick follow up to any issues, which is important in this age of instant gratification.  A quick “Thank You” post can go a long way.


5. Get In Their Inbox & Open A Direct Line of Communication


Email marketing has the best ROI of any marketing channel! Reach your customers directly and keep reminding them why you’re the best around. 


Involve them in your story, share your expertise, update them on new items, services and promotions. 


Offer loyal customers rewards to maintain and grow your fanbase with exclusive email offers. When you’re building your email list, encourage subscriptions by offering an exclusive discount for signing up. 


You’ve already converted them to subscribers, now you can sell to them directly too. 


6. Create Excitement With Giveaways & Engage Your Customers


Use online contests for your customers and fans to share relevant images and other content which bring awareness to your brand. 


If you know the time it takes to pull together great content, you’ll appreciate what a great source of user-generated content this can create. 


Social media is for sharing, it creates a buzz and people love to share their excitement for products, brands or new services.


7. Get Writing & Share Your Knowledge


Be the expert in your field and share your knowledge and enthusiasm in blog posts and articles. 


This is great for search engine optimization (SEO) which helps you appear on search engines as the answer people are looking for and then driving traffic to your website. 


Potential customers are out there using Google to look for answers to their questions. By supplying the best answers in specialized areas, you’re seriously improving your chances of being discovered and trusted by buyers.


8. Get Trusted Citations & Get More Traffic


Get your business mentioned in high quality articles, blogs, high performance associations and directories online as much as possible. These sites are called citations (Manta, Yellow Book and Yelp to name a few) and search engines use them to measure your profile and credibility which can improve your rank in search results. 


Citations not only boost your online credentials, they drive more traffic to your website or function as secondary listings if your website doesn’t come up in a search. 


This is a high-conversion tactic matching your business with customers that are already looking for what you do.


9. Boost Your Marketing with Digital Ads & Get Seen


Whether you want to highlight a special event or promote your website, placing strategic digital ads that target specific client types is an effective way to reach a specific market. 


Digital ads can be based on demographics, geographics or psychographics (special interests) and enable you to target people most likely to become customers. This effective marketing doesn’t go to everyone in town, only those who meet the criteria and have expressed related interests.

10. Enable Retargeting & Don’t Let Interested Shoppers Get Away


The average customer interacts with a company 7 times before actually buying from them. Stay present in the minds of your visitors by showing multiple adverts to them online for key products, services and events they’ve expressed interest in.

 

Retargeting involves taking the information you already have about your site's visitors and directing an advertising campaign back to them based on their activities. If you're advertising online, retargeting is essential.


Pulling It All Together - Combined Digital Strategies Are More Effective


The secret to online success is running strategic multifaceted campaigns to retain and build your customer base. 


You’ve got all the parts, now build an engine! 


In this day and age your prospects are bombarded from multiple angles everyday, so you need to be front and center as well. 


Imagine your customers on a road passing billboards and signs. Make all of your online billboards work together to make a lasting impression of your business.


About the author


With over 20 years of experience, Barry Alt combines his passion for cars with his unrivalled expertise in the digital world to bring you a full service digital agency just for automotive professionals: Motorhead Digital. 


If you're ready for a higher level of performance in your digital marketing efforts, Barry Alt and the Motorhead Digital team have proven processes that will help you stay savvy and at the top of your game - going way beyond a simple website.


You can contact Barry on 585-766-9785 or Balt@motorheaddigital.com

By Shanna Cathey August 20, 2026
The average age of a light vehicle in the United States is now 12.8 years, according to the latest publicly released national benchmark from S&P Global Mobility (the firm completed its spinoff into an independent company, now called Mobility Global, in July 2026, though its research is still widely cited under the S&P Global Mobility name). For the automotive aftermarket, that means a growing population of vehicles entering the years when maintenance, repair, replacement parts, diagnostics, and upgrades become increasingly important. The American vehicle fleet is getting older, and it's changing how aftermarket businesses need to think about growth. S&P Global Mobility reports that the U.S. fleet has grown to 289 million light vehicles in operation. Passenger cars now average 14.5 years old, while light trucks average 11.9 years. The high-volume 2015 through 2019 model years are also moving deeper into the aftermarket service cycle as more vehicles leave their original warranty coverage. For independent repair shops, parts suppliers, restoration specialists, performance businesses, and custom builders, the opportunity is substantial. It is not automatic, however. The businesses positioned to benefit will be the ones prepared to service an aging but increasingly technical vehicle population. Why Does an Aging Vehicle Fleet Create Aftermarket Opportunity? Older vehicles generally require more frequent maintenance and a wider range of repairs. Wear items reach the end of their service life. Seals, wiring, suspension components, cooling systems, electronics, and emissions equipment begin to demand more attention. Owners also start making larger decisions about whether to repair, restore, upgrade, or replace the vehicle. S&P Global Mobility identifies vehicles between six and 14 years old as a prime range for aftermarket service. Its research indicates that vehicles in this age range, along with even older models, are expected to represent at least 70% of vehicles in operation for several years. The newest industry forecast reinforces that opportunity. In June 2026, the Auto Care Association and MEMA Aftermarket Suppliers projected that the U.S. light-duty automotive aftermarket would grow 5.2% in 2026. The market is expected to surpass $500 billion by 2029, supported by the aging fleet, increasing vehicle complexity, and continued consumer reliance on personal transportation. Why Are Americans Keeping Vehicles Longer? High new and used vehicle prices and broader economic uncertainty continue to influence replacement decisions. Many drivers would rather invest in a vehicle they already know than take on the cost of replacing it. Modern vehicles are also durable enough to remain useful well beyond the point when earlier generations of owners may have traded them. From the shop side, the pattern is familiar. A customer says, "I just need it to last another year." Then one year becomes three. The truck remains essential to the business. The SUV stays in the family. The daily driver becomes a project because the owner would rather improve it than start over with another payment. This is where the aftermarket becomes essential. It gives vehicles a second, third, and sometimes fourth life. A 12-Year-Old Vehicle Is Still a Modern Vehicle An older fleet does not mean a simpler repair environment. A 12-year-old vehicle can still contain numerous control modules, emissions equipment, infotainment systems, electronic security features, networked sensors, and early-generation advanced driver-assistance systems. Shops must continue investing in technician training, scan tools, software subscriptions, service information, programming equipment, and calibration procedures. This is also why the Right to Repair issue remains relevant. As Motorhead Digital covered in Part 1: The Right to Repair Fight and the Freedom to Fix Victory , recent federal action created meaningful progress around emissions-related repair information and aftermarket emissions compliance. However, broader questions involving telematics, proprietary software, cybersecurity access, and non-emissions repair data remain unresolved. Older vehicles need more than replacement parts. They need judgment. They need technicians who understand the vehicle as a complete system and can distinguish a smart repair from a poor investment. They need suppliers with accurate fitment data and specialists who can combine traditional craftsmanship with modern diagnostic discipline. Which Aftermarket Businesses Stand to Benefit? Independent mechanical shops can benefit from increased demand for preventive maintenance, diagnostics, suspension work, cooling-system repairs, electrical repairs, emissions service, and age-related wear components. Parts manufacturers, distributors, and retailers can benefit from sustained demand across a wider range of model years. Accurate fitment data, inventory planning, and technical support become even more important when the active vehicle fleet spans decades. Restoration, performance, and custom shops have another opportunity. As replacement costs remain high, some owners will choose to improve vehicles they already own through: Drivability upgrades Modernized electronics Braking and suspension improvements Engine work Interior restoration Full custom or restoration builds The aging fleet is also increasingly diverse. S&P reports that battery-electric vehicles average 3.7 years old, plug-in hybrids average 4.9 years, and traditional hybrids average 6.4 years. Those vehicles will create additional service opportunities as they age, but they will also require new training, safety processes, tooling, and parts knowledge. Trust Becomes More Important as Repair Decisions Get Bigger The owner of a 12- or 15-year-old vehicle may be deciding whether to spend several thousand dollars on a vehicle with limited market value but significant practical or emotional value. That customer is not only buying a repair. They are buying confidence in the recommendation. Shops need to explain: What is urgent What can wait What may fail next Whether the proposed work makes financial sense Which repairs can be completed in phases What can be upgraded Clear inspections, photos, videos, written estimates, and phased repair plans help customers make informed decisions without feeling pressured. Motorhead Digital's Trust, Loyalty & Relationships: The Real Shop Advantage explains why trust often begins before a customer enters the shop. People study reviews, websites, project photos, and social media to decide whether a business looks credible, transparent, and capable. Pricing communication matters too. Older vehicles can expose hidden problems, discontinued parts, long lead times, and changing supplier costs. Tariffs, Pricing Pressure, and How Auto Shops Can Communicate Value Better offers practical guidance for explaining those variables without apologizing for charging appropriately.
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