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OE-Look Radios: Potential Profit Upside


OE-look radios could deliver higher
ticket sales and more profit dollars for aftermarket
retailers than traditional single- and double-DIN installs,
marketers told TWICE.

Rosen’s OE-look multimedia-navigation systems,
said sales and marketing VP Steve Weimar, typically
retail for $1,500, or $200 to $400 more than
a standard double-DIN multimedia-nav system, including
adapters and interfaces.

The installation itself could also be more profitable
than installs of single- and double-DIN radios.
A plug-in replacement radio, Weimar explained, requires
less install expertise, so dealers could use
installers with less technical expertise.

On top of that, install time would be less than
the install time of a double-DIN install with add-on
wiring harnesses, databus adapter, steering-wheelcontrol
adapter, and in-dash install kit, but dealers
that set minimum labor charges could charge the

Factory-fit radios also reduce the potential for
mis-wiring, also potentially reducing time in the
bays, he said.