KNOWLEDGEFEST
FEATURES
12// What’s Happening: Staying in Front
Instructors and attendees at KnowledgeFest Atlantic City sought more ways to find new clients, asking themselkves, “How can we make the industry better?”
36// On the Show Floor: Elevating the Industry
In Atlantic City this past June, vendors and instructors at KnowledgeFest offered education on current products as well as ideas for continued growth and business diversification.
22// Retailer of the Year: Trained to Grow
Retailer of the Year Traffic Jams Motorsports continues to expand while investing in employees, tools and education.
56// Strategy and Tactics: The Winning Moment
At KnowledgeFest Atlantic City, top industry professionals discussed strategies on selling and collaborating to elevate the industry as a whole.
The owner of Retailer of the Year Traffic Jams Motorsports, Yamil Widy, advised other retailers to embrace change and diversify their product offerings. Perhaps most importantly, he urged other businesses to invest in employees to ensure a lucrative future for the industry as a whole.
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EDITOR’SFORUMROSASOPHIA• EDITOR-IN-CHIEF
MEETING THE CHALLENGE IN MONOPOLY CITY
KnowledgeFest Atlantic City had a small, intimate feel and featured valuable training and networking opportunities.
During KnowledgeFest Atlantic City, JVCKenwood hosted a party to celebrate the launch of the Direct Replacement line, while the DAS Installer Challenge brought additional excitement to the show floor when technicians were invited to test their skills. The Installer Challenge competition culminated during a pool party hosted by MEA and DAS on Saturday evening. While surrounded by lush greenery in the pool area at Harrah’s, I looked up to admire the dome above us, seeing past it toward the sides of buildings. Party-goers went to the buffet for food and drinks before finding seats around the pool or in the cabanas. When the final competition for the Installer Challenge began, I went poolside to watch the show. The announcer—a DAS representative—told us that at least 15 or 20 people had competed on the show floor. That evening, the four fastest would try their hand, and the winner would take home a six-foot trophy, the tallest I’d ever seen.
THE GOAL IS ALWAYS TO EDUCATE AND UNITE
Four stations were set up between the pool and the stage for the final round of the Installer Challenge. When it was time to begin, the announcer said the four competitors would mount a subwoofer, install 6.5-inch speakers and then hardwire a Sony radio. Finally, they would have to install the radio, click it into place and select a source to trigger a light on the display. The first to finish would win the trophy. At the start, the four men began by mounting the subwoofer. The competition only lasted a few minutes before the winner was declared and the crowd cheered. All four competitors got to go
home with the tools they used during the installation.
Training is essential to continued growth. Retailer of the Year Traffic Jams Motorsports, based in Buford, Ga., is featured on this month’s cover. In the feature article, owner Yamil Widy stresses the need for continued education, citing it as the main reason for his shop’s progression. At KnowledgeFest Las Vegas, during the Industry Awards, he noted the importance of positive store culture for a business’s continued growth. Retailers agree that a successful business must be built on a strong foundation.
In my experience, attending classes and continuing my education keeps everything at the forefront of my mind. Even when it’s a familiar subject, there’s always more to explore. “ ”
THERE’S ALWAYS MORE TO EXPLORE
According to DAS, the Installer Challenge is meant to encourage people to increase knowledge and skillsets and to avoid becoming stagnant. Be sure to read about this and more event highlights in this month’s What’s Happening feature entitled “Staying in Front.”
Events such as this help bring people together—connecting new and old friends alike. Although the Mobile Electronics Association has hosted KnowledgeFest in Atlantic City before, this was my first time attending at this location. This event felt like an intimate gathering with plenty of opportunity to learn, network and grow. In my experience, attending classes and continuing my education keeps everything at the forefront of my mind. Even when it’s a familiar subject, there’s always more to explore. In the coming months, take the time to challenge yourself. Don’t let excuses get in the way. How might you manage your time or restructure your day in order to learn something new?
CONTRIBUTING COMMUNITY, BUILDING CONFIDENCE
Jeremy “Taco” Patterson and Ata Ehdaivand share their perspectives on working with clients, while Phil Cantu and Conrad Leduc talk inspiration and community outreach.
“I once let a client make compromises on a no-compromises system, resulting in a less-than-satisfactory outcome. From that experience, I learned to stand my ground—while remaining professional and courteous—when a client requests a top-tier system and then tries to change design. I believe this could serve as a cautionary tale for any sales pro. Have the confidence to tell the client that they came to you as the expert for a reason, and to have faith in your abilities and those of your team of technicians and installers. Always remain professional, of course, but be the expert!”
- Jeremy “Taco” Patterson, Speakerbox Autosound & Accessories, Huntsville, Ala.
“Last year we sponsored two local youth baseball teams, a girls under eight youth soccer team, and the local wrestling league. We also paid for safety improvements for the men’s and mixed softball fields and most recently we became the only drop-off spot in the area for the Sudbury Shoe Box Program, which is a
Christmas donation program of basic living essentials for abused women. We will continue to be an active part of the community in any way we can.”
- Conrad Leduc, Sudbury Car Audio, Sudbury, Ontario
“Everyone’s customer has a car. That car can go to many more places. So, if I mess up, I’m giving [your business] a shot.”
- Ata Ehdaivand, Absolute Electronix, Rockville, Md.
“I’ ve been inspired by so many guys—like Chris Pate, Jeremy Carlson, Tom Miller, Brian Mitchell, Matt Schaffer, Bryan Schmitt. T hey’ve shaped the way I think of things and how I approach my projects. Watching them over the years through social media and in classes has taught me more than they know. In the future, I hope I can continue to help, influence and guide the industry and stay at the top of my game while helping others get better.”
- Phil Cantu, Mobile Toys, Inc., College Station, Texas
Mobile Electronics Industry Retail Sales Report
Industry Retail Sales Report
The Mobile Electronics Association reports specialty retailer performance for the first quarters over the past three years with key observations.
FIRST QUARTER (Q1) 2025 VS. 2024
FIRST QUARTER (Q1) 2024 VS. 2023
FIRST QUARTER (Q1) 2023 VS. 2022
Key Observations for the First Quarters since 2022
• The average number of transactions per store has decreased 23% since 2022.
• The average dollars per store have decreased 19% since 2022.
• The average dollars per transaction have increased 4% since 2022.
• The industr y has averaged 6% down year over year for the first quarter since 2022.
WHAT TO READ
Inevitable: Inside the Messy, Unstoppable Transition to Electric Vehicles
BY MIKE COLIAS
Automotive reporter Mike Colias has covered General Motors for 14 years. Five years ago, he added Ford to his duties. In this thorough profile, Colias details how a trillion industry is undergoing the biggest change in its 120-year history and talks to power-train engineers whose skills were once the beating heart of the automotive industry, but who now find themselves being replaced by coders. The story stretches from Detroit to Japan to Germany to China, and from factories in Illinois and Tennessee, to a burgeoning mining operation along the shores of California’s Salton Sea. Settle in for this masterful read on the transition to electric vehicles and the seismic effects it’s bound to bring.
WHAT TO READ
Buy Back Your Time: Get Unstuck, Reclaim Your Freedom, and Build Your Empire
BY DAN MARTELL
How you use your free time will make or break your success. It’s not about working harder or finding more time to do the work. It’s about designing the freedom to engage in the high-value work that brings you energy and fulfillment. Dan Martell founded, scaled and successfully exited three technology companies within a 10-year period. In 2012, he was named Canada’s top angel investor, having invested in more than 50 start-ups, such as Intercom, Udemy and Unbounce. In 2016, Martell founded the SaaS Academy and grew it to become one of the largest coaching companies in the world. He’s also an Ironman athlete and philanthropist. In his first book, Buy Back Your Time, he teaches entrepreneurs how to scale their business before burning out. Reading this book will help you learn the secrets to working less and playing more and also how to invest your newfound time
QUICK TIP: Have your customer activate their unit before they leave your
so you can collect your spiff even faster (siriusxm.com/activatenow
WHERE TO GO
Lollapalooza
WWW.LOLLAPALOOZA.COM
Lollapalooza is set for July 31-Aug. 3 and takes place in Chicago’s Grant Park, with headliners including Olivia Rodrigo, Tyler the Creator, Luke Combs, A$AP Rocky, and more. There will be 170 acts across eight stages. Lollapalooza started in 1991, founded by Jane’s Addiction leader Perry Farrell as a multicity venue for his band’s farewell tour.
WHAT TO SEE
Sea Hear Now Music Festival
WWW.SEAHEARNOWFESTIVAL.COM
Put the Sea Hear Now music festival on your calendars for late summer. It takes place September 14-15, in Asbury Park, N.J., the city known for giving Bruce Springsteen his start, and for its famous “circuit” that kids used to drive in a loop on Friday and Saturday nights in the 1970s. This year’s top acts include Hozier, Blink 182, Lenny Kravitz, ZZ Top, Trombone Shorty, UB40 and many more.
STAYING IN FRONT
While facing a challenging future, instructors and attendees at KnowledgeFest Atlantic City sought more ways to find new clients, asking themselves, “How can we make the industry better?”
WORDS BY ROSA SOPHIA
This past June, the industry gathered in Atlantic City for KnowledgeFest.
The show featured a few highlights—a Friday night launch party for JVCKenwood’s Direct Replacement
line, lunch on Saturday and Sunday sponsored by SiriusXM and a Saturday evening private pool party sponsored by DAS and Mobile Electronics Association. The weekend’s traditional Beer and Business gathering took place on the show floor, sponsored by Davis Distribution and GoFast. Throughout Friday and Saturday, attendees heard announcements on the show floor drawing them over to the DAS booth where the Installer Challenge took place. Technicians were invited to test their
wiring skills to see who was fastest. Finalists competed Saturday night by the pool, and the winner took home a trophy.
At Friday morning’s keynote, Mobile Electronics Association president Chris Cook addressed the crowd about the weekend’s activities. “Take some time to hang out with your suppliers,” he said. He encouraged everyone to be intentional about attending classes. “I really want you to look at everything and ask yourself, ‘How can I expand on what I’m already doing?’ We don’t want to do the same as what someone else is doing, but how can
we take what we learn and make things better back at the shop? How can we make the industry better as a whole?”
INDUSTRY SEEKS MORE WAYS TO REACH NEW CLIENTS
During the keynote, Cook also reported on average labor rates, encouraging retailers to consider where they might fall on the spectrum. The Mobile Electronics Association received over 100 responses from 45 states and 85 zip codes, discovering that the average labor rate for the industry is $131
and the average wholesale rate is $116. Some in the audience reacted with surprise at the lowest rate on the retail side—reported to be as little as $69. The highest was $250.
“If you’re below the average, you may want to take action,” Cook said. “This was across the country, and we received a good sampling.” In the future, MEA plans to survey mobile electronics professionals about average salaries, he added. “We want to get an idea of highs and lows across the country, so you can find out where you are as a business.” Understanding these averages and getting the most out of continued education will help 12-volt retailers elevate both themselves and the industry, according to Cook.
He then touched on the subject of business insurance—a cost that continues to rise each year. MEA members, he said, can benefit from more affordable business insurance. “We have an insurance center. This particular group serves associations across the country, and I have yet to find anyone who’s able to beat their rates or coverage.” Cook then introduced Mark Schiavone of the Member Savings Program, who invited attendees to visit with him on the show floor if they had any questions.
“If you take the time to potentially sharpen the pencil on some of your expenses, you can drive down the cost,” Schiavone said.
In looking at the last few years, Cook said revenue numbers went up slightly in 2018 and then plateaued. After COVID, things returned to normal. While the pandemic was stressful, many 12-volt shops attracted new customers: “People came to our businesses who’d never been there before, people who didn’t know our industry existed,” he said. “Now, we’ve actually increased our customer base as an entire industry.”
Word-of-mouth continues to be one of the best ways to raise awareness. “Always think about how you can get your next customer from the one who’s standing in front of you. It doesn’t hurt to ask for a referral,” he added, noting
that the industry was expected to be down four percent for the current year. Instead, it was down nine percent. “Average dollars per transaction were flat, so you’re making the same amount of money per transaction. That’s not a positive…but it is a positive.”
He urged listeners to attend classes, continue with education and pay attention to instructors’ advice, strategies and techniques to take business to the next level, noting, “Face to face connections are very valuable.”
Classes during the weekend included “Tips from the Top” from Installer of the Year Nick Frazier. Cabe Sipes—formerly of Pimp My Ride fame—presented on fabrication techniques. Jason Kranitz taught on fabricating a subwoofer enclosure. And Ken Ward of Educar also taught on OEM signals, two-seat systems and sales.
RETAILERS: “STAY IN FRONT OF YOUR CUSTOMER”
Ken Ward’s new book, Selling Sustainably, is now available for purchase via the Educar Labs website at www. educarlabs.com. At KnowledgeFest, Ward taught on the subject and
discussed with attendees “The 12 Keys” to selling sustainably. He spoke of most people’s assumptions about salespeople, noting that people tend to view them as “sleazy” or “pushy,” then discussed what he calls “the sustainable definition of sales.”
A salesperson, he said, should “navigate a person’s decision-making process with them. That’s what selling is.” The customer, he said, is faced with a decision. The customer is then “hoping it sounds the way they expect it to. Sometimes the installer is thinking about [a product] that’s different than the one you like. I was taught when I started in the eighties that if someone has a negative experience, they will tell up to 20 people.”
Today, with Google, Facebook, Instagram and other online media, the news spreads much more quickly. “If someone feels ripped off, we don’t know how many hundreds of our potential customers are going to be affected. But if this person has a positive experience, they’ll tell two or three people.”
Ward’s message was echoed in other sales classes. Kevin Hallinan taught on “the secret formula” of sales and
DAS HOSTS INSTALLER CHALLENGE, PLACING THE TALENTS OF TECHS IN THE SPOTLIGHT
During KnowledgeFest, distributor DAS hosted an Installer Challenge with the aim of getting technicians involved and promoting the installation side of the industry. DJ DeCosmo, Sales Territory Product Specialist for DAS Companies, Inc., said, “It’s about growing your knowledge in the business and not just being stagnant. We started with some basic stuff—just wiring up harnesses. This year, we’re doing the hard-wiring of a head unit. It gets people engaged, gives them bragging rights and wins them prizes. It’s also a good way to get traffic
to the booth.” DAS encouraged retailers to learn more about their company by visiting www.DASinc.com. “Get in touch with us and if you don’t have an account, we’ll set one up,” DeCosmo said.
On Saturday evening, DAS and Mobile Electronics Association hosted a private party for MEA members. During the party, the finals for the Installer Challenge took place. The top competitors—the fastest installers—from Saturday’s challenge took place in a final installation challenge, during which the fastest installer (pictured below) won the grand prize trophy.
Elias Ventura and Kimberly Trainer reinforced the concept of educating the customer and helping them on their decision-making journey in the class entitled “No More Clerking.”
A business should maintain marketing and outreach efforts, Cook told attendees, adding, “Stay in front of your customer.”
The customer has come to you, Ward said, “because they want your help and support to make the right decision. Our job as salespeople is to make that decision easier. I call it ‘decision facilitation.’ Emphasize the end result. Some people feel like selling is talking people into doing something they don’t want to do. This may be your boss. Your boss may think that selling is
getting their customer to do something they don’t want to do.” Instead, he said, “Facilitate with them—not to them. Not for them. And not at them.”
Always tell the truth, Ward added. “Tell the truth to your clients. Tell the truth to your teammates. If you start lying to your teammates about when you told the customer the car would be ready, you’re going down a dangerous road. It’s not worth it. Tell the truth to the people you work with in your business, your suppliers and your vendors. But most of all, tell the truth to yourself.”
Growth can’t happen if we aren’t brutally honest with ourselves. “When we
fail with the customer, we don’t need to beat ourselves up,” he said, adding, “It’s really important to know what we need to do differently.”
As the industry looks forward, Cook reminded technicians, retailers and salespeople alike to take the time to nominate someone for the Mobile Electronics Hall of Fame. Last year at KnowledgeFest Dallas, the first Hall of Fame inductees were honored during a small, intimate ceremony. Those who would like to nominate someone may do so via the Industry Awards website.
The nominee must be retired and must “have had what you feel is a
significant impact on the industry,” he said, recalling the heartwarming experience of speaking with the families of last year’s inductees.
“When you’re talking to the families of some of the leaders of the industry, the pioneers, and you’re getting some of the backstories—I went through hundreds of photos sent to me by families and I felt so inspired. We will continue this program year over year. Also, the nominations start soon for the 2026 Mobile Electronics Industry Awards, which will be held at KnowledgeFest Las Vegas, February 2-4. We hope you’ll join us at that celebration.”
TRAINED TO GROW
Retailer of the Year Traffic Jams Motorsports cites product diversification and investing in employees, tools and education to its continued progress.
WORDS BY ROSA SOPHIA
Retailer of the Year
Exactly one year ago, Mobile Electronics magazine published a cover story on Sales Pro of the Year Yamil Widy. This month, we feature Widy’s business, Buford, Ga.-based Traffic Jams Motorsports, as the 2025 Retailer of the Year.
On stage at KnowledgeFest Las Vegas during the Industry Awards ceremony, Widy acknowledged his staff and spoke of how crucial it is for any business to nurture a positive culture—creating a place where employees are proud to work. This is the shop’s first time winning Retailer of the Year, though it’s been in the running before. Traffic Jams—with a staff of 17—has been open since 2007, while Widy himself has been in the industry since 1997. Training remains essential to growth, he said. At
this past MasterTech Expo, team members Ben Freeman and Michael Bischoff attended fab classes, sharing what they learned with fellow staff members upon returning home.
While at MasterTech, Freeman won the Clean Wire Challenge, and Bischoff competed in the build-off. His team came in second place. Widy also shared a recent accomplishment of the sales team: “They broke an internal record for the highest sales in a month.” To continue growing, he emphasized the importance of training, “especially now, as we navigate price changes and tariffs.” Despite price increases, however, the shop hasn’t had difficulty getting products yet.
Traffic Jams remains focused on its upward growth. “We’ll be going to a Kicker training here in Georgia soon,”
Widy said, adding, “We’re always looking for the next opportunity.”
TRAFFIC JAMS EXPANDS FOOTPRINT, ADDS NEW OFF-SITE FACILITIES
Today, the biggest challenge the business faces is space-related. “We’re bursting at the seams. Our shop isn’t big enough for the amount of work that’s coming through the door.” As a result, the business has been expanding. This year, it added a second off-site facility and just signed a new lease on a third.
“We’ve moved the whole upholstery department to a new building.” With the latest building acquisition, Widy said, “We’ll be moving window tint, vehicle wraps and detailing over there.” Each of the properties are about a quarter of a mile from each other. “We don’t have any
more room here at this location. The other two are just installation facilities and they’re not open to the public.”
At the new third facility, they’ll also be able to store vehicles. “We’ve added some overhead, which means you have to have more production.” He noted another challenge the business is facing: “We will be battling logistics on how to safely move cars from one facility to another.” The store’s processes and procedures will be updated to reflect how vehicles should be handled, as well as check-in methods from one location to the next. “We have to figure out how to implement off-site rules and regulations. We already have those in terms of what we do here, but now we have to make sure those are also being followed off-site.”
To help support the continued expansion, Traffic Jams will be hiring more team members, as well as promoting from within the company. Despite economic concerns, the company has continued to see rapid growth in all departments, which led to the necessary expansion.
“In comparing numbers to last year, we are up,” he said, noting that the new work areas should alleviate pressure at the main location. While Widy has seen some decline in car audio on everyday installs, he continues to see an increase in full restoration builds and full audio builds. “Entry-level audio has slowed down, but we’re seeing more camera installs and safety, too.”
Clients tend to come to Traffic Jams with newer vehicles, he added, “so we’re going more into the higher-end level of audio to show them the difference between good audio and great audio. We’ve transitioned from, ‘Hey, you need Apple CarPlay,’ to ‘Now that you have that, how can we make it better?’”
When it comes to completing set-up at the new location, Widy hopes everything will be finished by the end of the summer. The completion can’t come soon enough. “Sometimes we’ll be done with one car, but we can’t get it out of the bay until we move six or seven other cars,” he explained. “We’re trying to become more
efficient, and a part of that is just having more space.”
He added that he’s also networked with other business owners who are in similar situations in order to better understand their struggles, so the team at Traffic Jams will know what they’re up against. As a result, he’s acquired tips and strategies that will hopefully help to avoid any mistakes. The most important thing, he said, “is being responsible with our customers’ vehicles on the road. We have to take that very seriously. We have to treat these cars as if they were our own.”
ONE-STOP SHOP APPROACH HELPS ENSURE BUSINESS’S LONGEVITY
The Traffic Jams team stays up-to-date about projects and expectations during every 15-minute morning meeting, or “daily pow-wow,” according to Widy. The staff relies on strong communication methods—something they aim to
improve daily, especially as the business continues to expand.
“When you implement a new form of communication, you have to get used to it,” Widy said. “We’re doing a lot more digital communication now, so there’s less having to walk back and forth. Everyone is on Shop Monkey. We have about three or four different message boards set up for the shop, and that makes things a lot easier,” especially as staff members move beyond the main location.
From the beginning, Widy said, the goal was to make Traffic Jams Motorsports a one-stop shop. “It’s taken many years to get where we are now,” he said. “It comes down to investing money in
certain departments, trying to get it to grow and getting the right people working in that department. It didn’t happen overnight, but it has taken longer than we expected.”
The shop’s long list of offerings is a boon to clients who don’t want to take their vehicle from one place to another. “They just want to bring it to one shop and be able to complete a project. In our industry, I think you’re going to start to see more of that in the future. Most of our technicians are very well-versed in other categories.”
Businesses should take advantage of the diverse knowledge of their staff members and use it as an opportunity to
expand, Widy said, adding, “it comes down to putting your trust [in your employees] and opening it up to a different avenue. Just go ahead and do it—instead of hoping that car audio is going to come back the way it was in the 80s and 90s. Those days are behind us now. It’s time to either catch up with the times or get left behind. If you’re just doing car audio, unfortunately, you’re going to struggle.”
In the future, Widy expects the business to continue growing. While another customer-facing secondary location is possible, he said he has mixed feelings about it. “I like just having the single store, but you never know what the
Investing in the continued development of employees is essential to growing a business. Traffic Jams Motorsports encourages other businesses to unite team members and nurture a positive environment, which leads to the evolution of the entire organization.
PRICING CHANGES LEAD TO INCREASED FOCUS ON PREPAREDNESS
While pricing increases and tariffs have impacted the everyday radio and speaker install, it hasn’t impacted things for the business’s affluent customers, according to Widy. Salespeople at Traffic Jams are being proactive by double-checking prices during the sale and not being too reliant on their own system.
“We have had a few clients step away from certain projects because prices have gone a bit out of their original price budget. Every manufacturer has different price increases at different times, so we don’t want to assume,” he said. “We have to update prices [as those changes] come. It’s been a learning curve. Ticket prices are higher and consumers are concerned.”
At this time, Traffic Jams is advising
future holds. We are blessed because we have people who want to join the team, and that makes it a bit easier for us to make decisions like this—because we have the people to handle it.”
In his own professional growth, Widy sees himself becoming more of a mentor while the team handles the day-to-day management of the business. He said he wants to be able to “come in and help out whenever I’m needed,” without having to be there physically every day. “That’s been the plan for the last couple of years, and I think we’re getting closer to that becoming a reality.”
When it comes to winning Retailer of the Year, Widy attributes this to a team who cares. “Our team cares for their place of employment and they also care about the industry. We have the best staff, and we’re very family-oriented. Becoming Retailer of the Year was a group effort. Just one person can’t make that happen. It comes down to the sales floor, the front office, the techs, the painters,” the entire team, he said, adding that everyone on the team is always “pushing themselves to get better at their craft, and they’re promoting the store as the brand. Each person does their part.”
Traffic Jams Motorsports intends to go for Retailer of the Year again, he said. “We’re not done yet. Some people say, ‘If
customers to see where the tariffs are going. “If the tariffs come off, obviously these clients will come back to the table. But at the moment, they are stepping away.” Widy pointed out that everyday customers who leave because they can’t afford it might then turn to the Internet and purchase the wrong products for their vehicle, or a sub-par solution.
“They’re looking for a price-conscious resolution,” he said. “Sometimes, they won’t find that. We’re going to have to battle a lot of these Amazon situations now.” The same issue crops up, he added, with manufacturers who are going direct to consumer, which winds up hurting the industry. Salespeople, he said, will need to go back to the basics in terms of educating consumers about why it’s better to
you win it one year, take a year off.’ I don’t believe in that. I believe you should be rewarded for your hard work. And if we do the hard work and our peers think we deserve the award again, we’re going to try and go for it.”
CONCERNED ABOUT THE FUTURE? INVEST IN THE BUSINESS
Widy again emphasized the importance of creating a place in which people enjoy working. “Everyone cares about what they do here. They feel they’re part of something bigger than themselves,” he said, adding that the business puts a lot of focus on taking care of its employees, “everything from communication to staff lunches to trainings to hanging out together. Our team bonding [events] cost resources, time and money but at the end of the day, it makes everything worth it.” Shops that fail to invest in their employees and have a negative store culture become unpleasant places to work, he said. “We’re blessed that we’ve been able to conquer that. It’s not just a place where we work. It’s hard to explain until you’re in the middle of it.” The two recent hires at Traffic Jams, he said, were immediately struck by the positive atmosphere around the shop.
purchase from a reputable retailer and the difference in quality of product.
If a manufacturer attempts to bypass brick-and-mortar retailers and sell direct to consumer, Widy said, “We don’t want to be associated with that,” because the cheaper online product undercuts mobile electronics shops. “We need to take a closer look at these relationships, have these conversations and find other solutions.”
For those business owners who are concerned about the future of the car audio industry, Widy advised investing in the business as a response. “With the way newer vehicles are, you have to invest in tools. Invest in your people. That’s the only way you’ll survive. Every year, we set aside a budget to buy the latest and greatest tools.” This year at MasterTech Expo, Traffic Jams purchased one of the largest 3D printers available on the market and added it to their arsenal.
“These tools are the way of the future,” he said. “When you start tuning vehicles, you have to buy the right equipment and learn how to use it. You have to understand how it works.”
While this is the case, he added, many shops still aren’t investing in the training necessary to expand their offerings and advance the skillsets of their employees. “You have to invest in your people. You can’t expect them to work and also train themselves. A lot of shops don’t believe in expanding the knowledge of their employees,” he added, because they fear those employees might leave, “so they’d rather not spend that money.” However, “if you don’t do that, you won’t be open anymore. You have to add more categories and diversify—because if you’re just doing car audio, it’s going to be very hard to survive.”
12V Dashboard Educates on ANC Mics, Holds Training on Software Updates
WORDS BY ROSA SOPHIA
Brian Hampson and the team at The 12V Dashboard connected with attendees at KnowledgeFest Atlantic City in June, sharing software updates and making recommendations on how retailers might get the most out of the program. The tool, Hampson said, “gives you and your team on the sales floor more information on every vehicle.”
Right now, the company’s biggest focus is ANC mics and load resistors. “These are some of the biggest pain points retailers are facing right now,” he said, adding, “When a car has noise canceling in it, the car’s coming into your install bay and you’re
finding out after the fact. You have to figure out how to interface with that active noise canceling. If we could tell the salesperson ahead of time, we can avoid that situation, and the salesperson can charge $100 to $150 to do that interfacing. We’re trying to flip the script so the salesperson can say, ‘Oh, your car has active noise canceling. We know how to interface that, but it will cost extra and will take us an additional two hours.’ We have to make sure we book appropriately and charge correctly.”
The 12V Dashboard also provides information about dash kits, amplifier locations, wire harnesses, antenna adapters, tablet radios and much more. It can be used on a website, tablet or phone.
The software will also let the user know about essential information to help save time. For example, the program will tell the salesperson whether an amp bypass is necessary. The Dashboard also provides important alerts. During the training, Hampson indicated one which said, “Extra labor hours recommended.” This way, he noted, “You can make a better-educated sale.”
The software also provides very specific information about vehicle types, right down to whether a truck has four
doors or an extended cab. “The customer doesn’t always know what they have, but if you can say, ‘Do you have four doors? That’s all I need to know,’ then you can get the correct enclosures for that vehicle. You know you’re selling the right box and you don’t have to have all this extra inventory.”
The 12V Dashboard also has a remote start guide, a lighting guide and a growing section on window tinting and PPF. “We’re adding more notes to this as we come across cars that need extra special tips and tricks,” he said, noting the Tesla Cyber Truck as an example, which requires specific sizing for the windshield. “You need to know these things at the time of the sale.”
The Dashboard also allows users to upload photos of an install, sorting pictures according to vehicle type. If someone comes in months later with the same model vehicle, the salesperson can bring up the photos. Even better, the Dashboard will remind the salesperson that the photos are available.
Hampson noted that he loves hearing from retailers whose jobs have been made easier by The 12V Dashboard. “This is our passion,” he said.
Training to Teach Techs to Program Line of Aftermarket Radios
Diamond Audio Presents Hands-On
Diamond Audio hosted two hands-on trainings focused on programming radios for 2014-2023 Harley-Davidsons which run on the CAN-Bus system. “Our radio has to be flashed, and in order to flash it, you have to understand the process,” said company representative Kevin Siegel, who added that he answers a lot of tech support calls.
“From my experience, people will buy our radio, install it and say it doesn’t work. There are also multiple product models. You have to program it to tell it what it’s going into, and that’s what our training was about. You also have to understand the functionality—how it works, and how to do what you need to
do in order to make it work properly. The training focused on the MS-HD-14.”
The company also has radios for 1998 to 2013 Harley-Davidson, but these models are plug-and-play and don’t
require programming. “Anything that’s on CAN-Bus has to be programmed,” Siegel said. “Our radio has built-in iDatalink Maestro, which tells it [what motorcycle it’s being installed] into.”
Alpine Trains on Tesla Products, Aims to Dispel Technicians’ Fears
At KnowledgeFest Atlantic City, Alpine Electronics hosted a training on its Tesla products. According to brand specialist Colin Vargo, the company hoped that through the training, technicians would become more comfortable working on Tesla vehicles.
“A lot of people are still afraid of working on them,” Vargo said. “They think Tesla is very complicated and they don’t want to touch them. This is also part of the point of the Alpine product. It’s plug-and-play and as easy as we could possibly make it. We’ve removed all the guesswork and made it a repeatable solution, resulting in great sound in a Tesla Model 3 or Model 1.”
During the training, company reps told attendees that Teslas are a lot easier to take apart than most technicians think.
“There’s nothing fancy about the way it’s put together.” When speaking with techs, Vargo frequently hears concerns about the impact of a sound system on the range of the vehicle. “People are worried that adding something which draws power off the car will massively impact the range,” he said. “But driving the car down the road uses more power than any electronics in the vehicle.”
The Alpine system, he said, is so efficient that it uses less than one mile of range per hour of full volume. According to Vargo,
the efficiency is accomplished using the proprietary amplifier technology. When it comes to attracting Tesla customers, he noted that Alpine’s solution adds a great deal of credibility simply because it’s purpose-built for Tesla vehicles. “To get the Alpine product, you also have to be an approved dealer. There’s some exclusivity. To attract the Tesla customer, you have to make sure they know you’re there. Get the message out. When they search, it’ll show them results in their area. Visibility is key,” he said, adding, “It’s even more important with Tesla—because a lot of Tesla owners don’t think you can do anything to their cars.”
ELEVATING THE INDUSTRY
In Atlantic City this past June, vendors and instructors at KnowledgeFest offered education on current products as well as ideas for continued growth and business diversification.
SUONO CAR AUDIO: CRAFTING SOUND SINCE 1992
SUONO Car Audio began its journey in 1992 as a humble installation shop in Mexico City. In 1995, the company relocated to Querétaro, where it transitioned into a small manufacturing facility focused on producing acoustic enclosures.
Its evolution into product development came in 1999 with the launch of its very first proprietary car audio component, a two-channel amplifier. A year later, the company expanded its lineup with a two-way component speaker system.
Since then, SUONO has grown steadily, guided by its commitment to quality, innovation and customer service. Its mission is to deliver fine audio products at competitive prices, while maintaining a strong focus on serving customers with dedication and care.
ALLDATA EXHIBITS FOR THE FIRST TIME AT KNOWLEDGEFEST
AllData automotive intelligence software offers OEM information regarding diagnostics. Technicians have access to electrical diagrams to help them quickly and accurately locate components.
To learn more, visit www.alldata.com.
CADENCE PRESENTS LINE OF AUDIO PRODUCTS
According to a company representative, Cadence was off-market for a while, but these products are available again. Cadence offers speakers, midranges, amplifiers, subwoofers, tweeters and accessories. Retailers can learn more by visiting www.cadencesound.com.
BLAUPUNKT 6.9-INCH MULTIMEDIA RECEIVER ORLANDO 750
The Orlando from Blaupunkt is a wireless CarPlay and Android Auto-capable head unit with a 6.9-inch screen. It offers Bluetooth, six RCA outputs, USB SD card. This is the company’s flagship product and is available now.
INTOXALOCK EXPANDS TO NEW JERSEY, PENNSYLVANIA AND MARYLAND
Recently, Intoxalock announced its expansion into New Jersey, Pennsylvania, Maryland and additional locations in New York. Intoxalock is a leading ignition interlock brand in the U.S. and partners with InstallerNet to grow its Easy IID Program. According to the company, ever since the Easy IID Program was launched in January 2025, Intoxalock has seen a 90 percent reduction in no-shows at the time of installation, ensuring that customers are properly prepared and service centers receive accurate compensation for installation labor. For more information about the Easy IID Program, visit EasyIID.com.
ZZ-2 DISPLAY LINUX OS SCREEN REPLACEMENTS FOR BMW 2004-2017
ZZ-2 presented its new line of Display screen replacements for 2004-2017 BMW vehicles. The company covers CCC for older BMWs, CAC from 2009-2013 and NBT from 2013-2017. BMW owners can now upgrade 6.5-inch OEM screens to 10.4-inch high-resolution screens. The screen comes with built-in wireless CarPlay, wireless Android Auto and a back-up camera with two-camera input. There’s also a USB for media playback. The screen runs on Linux OS, which the company said is the biggest difference between this solution and others available on the market. To keep the device from slowing down, apps cannot be downloaded to it. Instead, the user connects a phone and then accesses smartphone apps via the larger screen. This device has a quick boot-up time and a very responsive touchscreen, according to ZZ-2. Retains all OEM functions, factory Bluetooth and microphone. Comes with a threeyear warranty. ZZ-Air solutions can be plugged into this device to offer apps such as Netflix, YouTube and more.
WATTSTAR AUXILED HEADLIGHT REPLACEMENT KIT X23 DIRECT PLUG
According to the company, Wattstar LED headlight bulbs generate up to 220 percent more brightness compared to the minimum legal standard. These will last longer than regular halogen bulbs, and they also feature less energy consumption.
VOXX ELECTRONICS DEBUTS NEW VIPER PRODUCTS AT KNOWLEDGEFEST ATLANTIC CITY
At KnowledgeFest Atlantic City, VOXX Electronics debuted its completely new line of VIPER products. The new systems feature redesigned transmitters, with select models now offering USB-C charging. All antennas are also new and completely redesigned, with their D9957VHD flagship model offering threemile range and RGB visual status indicators. The new color remotes found with the 5908V, D9957V, and D9957VHD feature enhanced user customization and visual menu functionality, making them easier to operate. The color systems will be shipping in the near future, with all other models now available.
TRULLI AUDIO TD 6.5S 6.5-INCH AND 10-INCH SUBWOOFERS
Trulli Audio showcased its soon-to-be-available new size subwoofer at KnowledgeFest. On display was a TD 10S 10-inch driver—already shipping and installed in more than 100 vehicles—while the new TD 6.5S 6.5-inch subwoofer appeared in a Volkswagen Golf GTI demo car and begins shipping in July. According to company representatives, Trulli has evolved its ThinDriver™ architecture to preserve tonality and the brand’s hallmark subsonic extension, while an upgraded voice coil improves cooling, power handling, and excursion on the TD6.5S.
THINKWARE’S FLAGSHIP PRODUCT U3000 TO BE UPGRADED THIS YEAR
Coming later this year, Thinkware will be updating its flagship product. The U3000 will become the U3000 Pro. Pricing will stay the same, but the product will have upgraded specifications and features. It will now be compatible with an LTE module, allowing the camera to be connected to the Internet at all times. This will give users the opportunity to access features such as remote live view impact notifications and GPS tracking.
MAJOR LEAGUE FAB PRESENTS
COURSES AT KNOWLEDGEFEST, PROMOTES ONLINE TRAINING
At KnowledgeFest Atlantic City, Jason Kranitz of Major League Fab presented two classes on “Building and Finishing Sub Enclosures Like a Master Fabricator” together with Andrew Buchok, an engineering professor at Texas Tech University. Beyond attending in-person trade shows, Major League Fab offers immersive online training with the goal of making education accessible and affordable.
“We just finished up our Master Laser Class, and it went very well,” Kranitz said. “In our studios, I want to make sure students can see everything and have a good experience. We want to show our mistakes and demonstrate how to overcome those mistakes. That’s the core of what we’re doing now. In the future, we hope to dive even deeper into techniques to help both beginner technicians and seasoned fabricators.”
Major League Fab’s carefully designed studios and class assignments allow students to learn new skillsets without having to travel, lose income or pay hotel and meal fees. “We believe in continued education. This removes a barrier so that anyone in the industry can attend,” Kranitz explained, noting that some businesses don’t send their employees to trainings. This gives them an opportunity “to take it out of their own pocket to better themselves—even if their employer doesn’t want to fund it.”
Buchok stressed the importance of bringing background and theory into practical application. “Nothing ever happens 100 percent how it happens in theory, but how can you come close? That’s what’s important.”
Kranitz said that while they offer instruction using hand tools, they will also incorporate the digital to show students how they can speed up some of these processes. Students will be able to bring the knowledge directly back to their businesses and increase their profits. “We teach efficiency through procedures and practices, as well as what works well and in what application. For example, what do you use on a boat versus a motorcycle or a car? This is my passion,” Kranitz said, adding, “How can we elevate ourselves?”
SNAP FINANCE OFFERS SERVICES IN THREE ADDITIONAL STATES
According to company representatives, Snap Finance has expanded and now offers services in New Jersey, Minnesota and Indiana. The company aims to assist retailers help their customer base through financing, allowing stores to close more sales and reach a wider audience.
SHOP MONKEY SOFTWARE MANAGEMENT SYSTEM
Shop Monkey is a software management system for automotive shops—everything from 12-volt to tint and PPF. According to company representatives, the focus is on the communication with the customer to enhance their experience. The software enables retailers to text, email, send videos and before and after photos. Additionally, the store can take payments using the software. A CRM feature is available for marketing. Shop Monkey representatives stated, “We see a lot of PPF and customization shops use the software to bring customers back for monthly check-ins, or if they have multiple vehicles.” Finally, as the software company expands to new demographics, it now offers Spanish and French translations throughout the entire application.
PRECISION POWER FULLY WATERPROOF MAS HT SERIES SPEAKER-STYLE HORN TWEETER
Precision Power already carries the MAS HT Series of high-performance horn-loaded speakers. However, it has been updated to make a fully waterproof tweeter with a membrane that prevents water from seeping inside. According to the company, this does not affect sound performance. Coming soon.
TANLINK CORPORATION PRESENTS RED TIGER AND WOLF BOX CAMERA LINES
Red Tiger and Wolf Box representatives encouraged retailers to reach out to learn how they can become authorized dealers. Red Tiger focuses on highresolution dash cameras for industrial design and fleet use. Wolf Box offers mirrored devices with twoand three-channel cameras with front, rear and bumper options—ideal for drivers with RVs, sport utility vehicles and Jeeps. Learn more about the parent company by visiting www.tanlinkcorp.com. Available now.
PEEL 3D SPEAKS WITH INDUSTRY PROFESSIONALS AT KNOWLEDGEFEST
Peel 3D connected with retailers at KnowledgeFest Atlantic City and demonstrated the company’s technology on the show floor. They also conducted a training on 3D scanners for the aftermarket. According to the company representative, the scanner assists shops in measuring and reproducing parts, as well as reverse-engineering them. Peel 3D also offered a special show price for those in attendance.
KICKER MSC PREMIUM MARINE COAXIAL SPEAKERS
Kicker presents a premium line of coaxial speakers for the marine environment, available in 6.5inch and 8-inch with expandable RGBW lighting capability, offering both white and charcoal grilles. These speakers feature a larger tweeter. The speakers boast a natural sound with high power handling.
BOSS ELITE BE 14ACP.WX FLOATING HEAD UNIT
The Elite BE 14ACP.WX floating head unit is the company’s latest release. This is a 14-inch screen. The company also has other sizes available, including 12- and 7-inch double-DIN. All units come with Maestro integration. The head unit is also Sirius XM-ready. Finally, it features onboard DSP tuning so that installers can fine-tune each unit to the client’s liking.
METRA ELECTRONICS COLLABORATES WITH UK-BASED VIBE AUDIO TO PRESENT ALL-INONE AUDIO KITS
Currently, Metra Electronics has five plug-and-play kits available—four in the Jeep category and one in the GM category. These kits are a collaboration with UK-based VIBE Audio. According to company representatives, the four in the Jeep category are for both amplified and non-amplified. The four kits cover 2018 to 2023 and then 2024 and up. Everything that’s needed for the install can be found in the kit under one part number, including speaker plates and harnesses. The partnership also offers a custom enclosure built with a single 10-inch ported subwoofer that can go underneath the rear seat of a Jeep and doesn’t require any modifications to the seat. If the client needs to sell the vehicle, the products can be easily removed.
HERTZ PRESENTS STORE GLIDE RETAIL DISPLAY PROTOTYPE AT KNOWLEDGEFEST ATLANTIC CITY
At KnowledgeFest Atlantic City, Hertz displayed the prototype of its new store display, which is not yet available. The company chose to share the display with attendees due to the increase in interest in the motorcycle audio category. Ken Ward of Hertz-Audison said, “There are a lot of stores in this region in the northeast that want to get into motorcycle audio.” He stressed the importance of using efficient electrical equipment and quality speakers. “Our Hertz SPL brand has high-efficiency speakers that get loud without an amplifier.” The Store Glide recreates the motorcycle listening environment, according to company reps, who noted that it also doesn’t take up as much space as a real motorcycle at a fraction of the cost. In the future, there will be an opportunity to add a subwoofer system that will mount into the bags of the motorcycle. The company continues to work on the display, and asked those interested in the Store Glide to reach out to their Hertz representative.
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KENWOOD DIRECT REPLACEMENT OFFICIALLY LAUNCHED
Kenwood has officially launched its line of Direct Replacement kits, which come with iDatalink Maestro APX and operate with existing factory controls. The company collaborated with ADS to create this new solution. The line allows technicians to install a new radio in a vehicle without negatively impacting functionality or changing the way the car is designed. This line is very versatile for custom applications and features a detachable screen with a floating bracket that can be attached to the chassis, according to the company.
JVC offers Direct Replacement products, as well, along with a modular 10.1-inch KW-Z1000W digital multimedia receiver.
FIRSTECH OFFERS REMOTE START AND SECURITY, FLEET MANAGEMENT THROUGH NEWLY REVAMPED WEBSITE
The Firstech Drone X2-MAX-LTE module allows the user to control remote start and security from anywhere using a smartphone. It is compatible with iDatastart aftermarket systems, as well as Apple and Android smartphones. Use the DroneMobile app to start or stop the vehicle, access security controls or lock and unlock doors. The system is also able to monitor vehicle health and will send alerts via the app. The GPS tracking feature is useful for fleet vehicles, according to company representatives, who stated that multiple cars can be controlled at the same time. Features include a History Log, which allows the user to review past activity. The Drone X2 can also work as a vehicle locator, another useful feature for fleet vehicles. Fleet management controls can be accessed via the website, www.dronemobile.com, which was just relaunched. Firstech reps at KnowledgeFest Atlantic City encouraged retailers to check out the newly unveiled website for more information.
NEMESIS AUDIO NA-K1000X4D AMPLIFIER
The new Nemesis Audio NA-K1000X4D amplifier was on display at KnowledgeFest Atlantic City. Power at 4 ohm, 1100 watts x 4 channel; power at 2 ohm, 1700 watts x 4 channel; and power at 4 ohm bridged, 3600 watts x 2 channel. Check out continued show coverage in the August issue of Mobile Electronics magazine to see the 1988 Mazda B2200 on display in the booth, which was used to demonstrate this and other Nemesis Audio products.
MODUS DEBUTS AUDIO SOLUTIONS AT KNOWLEDGEFEST ATLANTIC CITY
Modus is a solution-based company presenting a complete line of automotive and marine head units, speakers, subwoofers and more, with modular head units in 10-, 12and 15-inch for custom installation. The company’s marine products offer features such as Party Mode multi-zone capability. The Apex amp, with its clear acrylic case, was a major focus of the company’s booth at KnowledgeFest Atlantic City. Apex amplifiers utilize a patented PeakCool heat sink, which is available in both a Class A/B 750-watt 4-channel and a 750-watt mono block option. According to Modus representatives, the PeakCool design internalizes traditional heat sinks to ensure optimal heat distribution while maintaining superior sound quality. Although Class A/B amplifiers typically run warm, the company has designed the amplifier in such a way that it concentrates the heat and exhausts it both quickly and efficiently. Learn more about Modus by visiting www.modusglobal.com.
The four-channel DSPlayer from Stetsom is the first in a line. The next one—coming soon—is the 800.4. The product comes with an app, through which the user can control the device. It features Bluetooth audio, FM radio and will play MP3 via a USB. A listener can stream from any streaming service such as YouTube, Apple Music or Spotify.
RVDFL PRESENTS SOLUTIONS TO UPGRADE SOURCE UNIT WITHOUT REPLACING RADIO
On display at KnowledgeFest Atlantic City were some of RVDFL’s screen upgrade options, offering OEM integration and advanced functionality. The company offers full radio replacement for Bentley, Maserati and Dodge Ram vehicles. With these options, the OEM radio is removed and replaced with an RVDFL radio. The company also offers screen upgrades for Chevy, GMC and Cadillac, in which the OEM radio stays while the screen is replaced. All replacements range from a 10.9-inch to a 15.6-inch screen. Visit www. RVDFL.com for more information.
THE WINNING MOMENT
At KnowledgeFest Atlantic City, top industry professionals discussed strategies on selling and collaborating to elevate the industry as a whole.
WORDS
BY
ROSA SOPHIA
In June at KnowledgeFest, Chris McNulty of Elettromedia USA teamed up with both Elias Ventura of HKI and Ata Ehdaivand of Absolute Electronix in Rockville, Md. to present two different classes and share strategies on both sales and collaboration in the industry. McNulty and Ventura spoke with attendees on the subject of selling with confidence, and both men shared perspectives and invited questions from the audience.
In sales, McNulty said, sharing personal experience with a product can help to add validity and increase a customer’s confidence due to the fact that “others have committed to that solution and they’re happy with it.” He reminded attendees to work together with their fellow staff members. “You’re part of a team. You’re both trying to reach a goal,” he said, adding, “It’s important that you empower your installers to win.”
BUILD RELATIONSHIPS AND LEARN FROM EACH OTHER
During McNulty’s presentation with Ata Ehdaivand, the two focused on their collaboration within the industry. They encouraged listeners to set aside animosity and forge their own collaborations. Ehdaivand reminded attendees that every single person who comes to a mobile electronics shop has one important thing in common.
“They have a vehicle,” he said. It might be a car, a boat, or a side-byside—but the important thing is, “Your customer has so many choices. He has a way to get what he wants. What happens when you lose a job? You’re mad. They chose the other shop because that shop did a better job at selling or presenting value. That should end any kind of animosity toward the other shop because that choice was made by the customer. We can’t win that person back. We can only learn from the experience.”
As Ehdaivand and McNulty got to know each other over the years, they said they discovered their mindsets were aligned. McNulty has since closed his 12-volt shop, but at the time, both men owned their own independent businesses. “We lost and won stuff to each other,” McNulty said. “What I learned is that it was sometimes better for me to lose [a customer] to Ata, because he was a better fit. The customer would get a better outcome because of the way he does business. Not every customer is your customer.”
Often, he added, a customer goes elsewhere because they don’t receive what they need. “You lose them because someone else gave them more. Sometimes it’s a blessing. It gives you the opportunity to say, ‘That’s not my lane,’
or, ‘I need to up my game to be in this lane.’” Turning toward Ehdaivand, he added, “As we watched each other [operate], we were able to see that.”
Ehdaivand said McNulty “opened up a new world” to him in terms of attending training events and trade shows. McNulty, for his part, said there’ve been times when he felt stuck because he didn’t have anyone to learn from. “I never pretended I was the smartest guy in the room, and that pushed me forward,” he said. “I had an opportunity to work with John Brettle for three years. He would take a different direction to get to the same solution.” In the time they worked together, McNulty said, “We both grew exponentially because we thought differently.”
COMBINE TALENTS AND SHARE KNOWLEDGE
McNulty said he and Ehdaivand are able to rely on one another for their differing strengths. “I’m very analytical. Ata is more emotional. He’s an artist,” he said, adding that Ehdaivand can visualize the end-product. “For me, it’s all about familiarity and knowing the outcome.” He noted the importance of making an emotional connection with customers. “Every customer who visits Ata’s store loves him,” he said. “I was
“AS AN INDUSTRY, WE HAVE TO BE REPRESENTATIVES OF WHAT WE DO. WE HAVE TO BE EXCITED.”
– Elias Ventura
always a little bit too analytical. Seeing his interactions with people taught me to be a little bit more open.”
Ehdaivand told those in the classroom to consider how “you can help each other,” rather than bad-mouthing another shop. When McNulty had a job he couldn’t work on, he sent it to Absolute Electronix. “That’s unheard of in our business,” Ehdaivand said, suggesting that other retailers collaborate and feed each other business when the job is something they don’t have the time for or the knowledge to complete.
“Share your knowledge and share your experience,” McNulty added. While his store, called Driven, was still open, he said he hosted a training seminar. “I brought in Andy Wehmeyer from Audiofrog and invited everyone from the DC Metro area—all the other shops and competitors. I opened my doors to people who were trying to make the same money that I was. We were excited for each other to be successful.”
If all the shops in town were qualified and had a high level of expertise, he added, it would strengthen the entire industry. Ehdaivand and McNulty valued the accountability that came from their friendship. “I felt I was going to get better at anything I did if I ran it by Chris,” Ehdaivand said, adding that he knew he’d be honest with him.
Addressing students gathered in the room, McNulty said, “If any of you ever get criticism from us, it’s because we
CARLOS RAMIREZ OF NVS AUDIO ON MAKING MONEY IN THE MOTORCYCLE AUDIO CATEGORY
At KnowledgeFest, Carlos Ramirez led a class called “Making Money With Motorcycle Audio,” and reminded students to set themselves apart: “When everyone’s selling the same thing, you end up competing on price. If you’re selling the same products as everybody else, you’re not getting better. What makes you different?”
Ramirez noted that his shop, NVS Audio, does a lot of work “fixing other shop’s messes.” He added that there are many shops in which technicians don’t understand electronics, “so they have no solution for that market. We create our own package, our own solutions. I don’t care what year your bike is, we have a solution for you.”
If a salesperson does their job, Ramirez said, “and if they provide value, customers will buy. They’re not the expert. You are. They came to you to have you do it, so don’t be afraid to tell them this is how you’re going to do it.”
For business owners looking to level up, Ramirez recommended three books: Rich Dad, Poor Dad by Robert Kiyosaki; Richest Man in Babylon by George Clason; and Be Obsessed or Be Average by Grant Cardone.
“These books will help you think about your business. They’ll help you adjust and refocus,” he said, adding that they can help a business owner stay focused and keep up the forward momentum.
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care. I want you to be as successful as you can possibly be.”
A POSITIVE EXPERIENCE FOR THE CUSTOMER BUILDS CONFIDENCE
The two also discussed undercutting. If a shop is charging too little for their hourly rate, Ehdaivand said it won’t command respect from the customer. “Why would you work so cheap? We are a luxury business. When people come into your store, they want the best for themselves regardless of their budget.”
McNulty noted that Ehdaivand displays his certifications and accomplishments in-store to help build trust with his clients. “Show the customer who you are without them having to ask,” McNulty said. “All the awards and the logos are there to give customers that level of comfort. They’re in a place that will take care of them. A shop that has that level of experience and expertise. Presentation is a big part of getting things to the next level.”
He complimented Ehdaivand’s shop, describing the soundboards and decor displaying a variety of musical artists. “Car audio is music,” McNulty said. “That’s what drives us, that emotion. And when you walk into a shop and you see, hear and feel the love of music, that’s meant to evoke a response.”
During the class on “Selling With Confidence,” Ventura said his goal as a salesperson is to be welcoming, kind— and provide an experience. Asking questions and offering the right solution, he said, is what brings a client back and opens the door to referrals. “That’s what creates the winning moment,” he explained. “This really hits home with me. We have the ability in our stores to create this environment—this experience—but we also have the ability to influence others to stay as customers in our industry. If we create a negative experience, they may never come back.”
Ventura then spoke of “planting the seed” for the next win. “As an industry, we have to be representatives of what we do. We have to be excited.”
McNulty noted that with more complex technologies today, the sale and the installation process are also more complicated. “Back in the day, we’d go to the vehicle and
look at what CDs he had to see what he listens to,” he said. “Today, we ask, ‘What type of music do you listen to?’ The most popular answer is, ‘Everything.’ Then we try to get an idea of what that means.”
A person feels comfortable and safe in their car, he added. “I own this space. I feel comfortable. Customers also feel comfortable in their own space.” He encouraged salespeople to ask questions, but to do so in a way that keeps customers feeling comfortable. “Put them in an environment in which they’re comfortable,” he said. “A place where they don’t feel attacked by a salesperson.”
McNulty praised Ventura’s approach as a salesperson. “He never pushes anyone
into anything. He leads people down a path,” he said. “Not everyone needs a $40,000 work of art, but Elias has done this and knows what it’s about.” He reminded salespeople to ensure they understand what the customer needs, not necessarily what they ask for.
“I do tech support. Reps will call me and I’ll listen to what they say. I may ask them questions that are unrelated, but I know this inside and out. I know our software. They’re looking for a solution and I want to make sure the system is reliable for the future,” he said, adding, “It’s not about giving a canned answer. It’s about getting to answer that will help them.”
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•Universal Audio Adapters
•Advanced SiriusXM®
This 2000 BMW E46 was on display in the Sony Car Audio booth at KnowledgeFest Las Vegas this past February. The vehicle features a full Sony Mobile ES system with the 7-inch XAV-9000-ES head unit.
According to Sony representatives, the build has a set of XS-160-ES 6.5-inch coaxials in the front and XS-690-ES 6x9 coaxials in the rear.
“This is all powered off the XM-5-ES 5-channel amplifier under the dashboard. In the hatch, there are two XSW-104-ES 10-inch subwoofers. That’s the whole layout of the car with the stereo set-up.”
The owner of the vehicle is Dylan Hughes, a professional drifter driver. Dylan Hughes Racing completed all the fabrication on the install.
FROM THE PRESIDENT KNOWLEDGEFEST DALLAS IS MOVING TO FORT WORTH.
“ Attending KnowledgeFest is more than just going to another industry show—it’s an opportunity to sharpen your skills, hear directly from top brands, and connect with peers who face the same challenges and opportunities you do every day.
HERE’S WHAT YOU NEED TO KNOW. Our goal is to make it easier for you to get there, learn, connect and grow.
We’ve got some exciting updates to share about KnowledgeFest Dallas 2025—and they’re all about making it easier and more valuable for you to attend.
First up, we’re moving the event to a new location: the Fort Worth Convention Center, just a short drive from both DFW and Love Field airports. The new venue means better access, lower costs and discounted rooms at the Omni Hotel right next door. It’s a change we made with your feedback in mind.
KnowledgeFest to Take Place at New Venue
The show will now take place Sunday and Monday, August 24-25, with a welcome reception Saturday night to get things rolling. We’ve condensed the schedule, extended the show floor hours, and packed both days with education and training. This streamlined format means you can make the most of your time.
Here’s what I stated in our official announcement: “Changing the venue from Downtown Dallas to Fort Worth, less than 30 minutes away, will save attendees hundreds of dollars.”
Time and expense continue to be the biggest hurdles for many retailers. Our goal is to make it easier for you to get there, learn, connect and grow.
Join Us to Expand Your Skills and Build Relationships
Attending KnowledgeFest is more than just going to another industry show—it’s an opportunity to sharpen your skills, hear directly from top brands and connect with peers who face the same challenges and opportunities you do every day.
Whether you’re looking to improve your installation techniques, get hands-on with the latest products, or pick up new sales strategies, KnowledgeFest
is built to help you succeed. The conversations, training and relationships are investments in your business that pay off all year long.
We’re also bringing back the Mobile Electronics Industry Hall of Fame induction ceremony, happening Monday night. It’s one of the highlights of the year—recognizing those who’ve made a real impact on this industry and in the lives of those around them.
Now Offering Exclusive Benefits for FirstTime Attendees
And we’re not stopping there. If you’re attending KnowledgeFest for the first time, we’ve got something special for you: Free MEA membership, free event registration, special deals from exhibitors and a first-time badge flag which will give you access to exclusive on-site benefits.
Beyond the event itself, being a member of the Mobile Electronics Association (MEA) opens the door to a year-round network of support. From access to exclusive resources and industry data to ongoing training opportunities, business tools and peer connections, MEA membership is designed to help retailers, installers and manufacturers grow stronger together. Members also receive discounts on future KnowledgeFest events, marketing support and visibility through our platforms—including this magazine. It’s not just about being part of something. It’s about getting real value that impacts your bottom line.
Everything we’re doing this year is about delivering more value, removing the friction, and making sure KnowledgeFest continues to be a place where mobile electronics pros can come together to learn, grow and thrive. Let’s make this the best KnowledgeFest yet. I’ll see you in Fort Worth!
Never Before Eyes on Your Car Like
