There’ve always been fears of losing the industry. At KnowledgeFest Fort Worth, attendees and Hall of Fame inductees said it’s here to stay.
20// Best Customer Experience: Meet the Need
At KnowledgeFest Las Vegas, JC Audio received Best Customer Experience Award. Owner Jeff Cantrell talks trust-building, and how his team goes above and beyond.
50// Strategy and Tactics: Hearing is Believing
It’s important to learn to tune a DSP, but at KnowledgeFest Fort Worth, Nick Wingate and Jim Rogers took it a step further by encouraging attendees to sharpen ears, enhance skills and reach for the high-end.
ARTICLES
30
EDITOR’SFORUMROSASOPHIA• EDITOR-IN-CHIEF
COMPASSION AND COMPREHENSION
As a customer, how do you want to be treated?
Good customer education is a hallmark of a trustworthy business. This year at KnowledgeFest Las Vegas, JC Audio won the Best Customer Experience award. Owner Jeff Cantrell said improving customer experience and raising awareness of the shop’s services and categories is a process that never ends. With an eye toward continual improvement, a business can only get better. Customer education goes hand-in-hand with sales techniques, and many strategies are similar across numerous fields.
This past week, while getting estimates to build a fence on my property, I interacted with two companies: One did a quick measurement and gave me an estimate without any additional information or resources. The second gave me a thorough estimate, told me about different types of materials and fasteners, and handed me a sheet with extra information I could review at my leisure. Which company do you think I hired?
BRINGING COMPASSION AND COMPREHENSION TO CUSTOMER EXPERIENCE
Last month’s KnowledgeFest Fort Worth was a small show, but well-worth it in terms of educational opportunities. Attendees enjoyed hearing from Gene Cella of Jazz Audio, who shared his experience with television’s “The Fixer.” You can read more about it in this month’s What’s Happening feature. Improving any business always comes down to customer experience—after all, without customers, what’s the point?
Sometimes people clam up around a salesperson. Making clients comfortable involves being transparent about cost and information, and demonstrating a level of expertise.
I’ve got a lot of work to do around my house, and it’s been difficult finding the right people to help me. I thought of JC Audio while interacting with a representative from a home repair and renovation company. I told the rep about Mobile Electronics magazine and our industry, and we had a brief side conversation about sales. He said compassion is an essential element of working in sales, and he also mentioned the importance of comprehension when explaining things to a customer: “Comprehension matters.” We know there’s a balance, too—especially when we talk about being overly technical when it comes to car electronics...and then watching the client’s eyes glaze over.
No matter how good we are at what we do, we can always do better. “ ”
Even with clear displays and signage, though, JC Audio still had difficulty making sure clients knew what they could do. Cantrell wasn’t quite sure if people truly didn’t know about some of the available offerings, or if it was just an excuse. Perhaps they didn’t trust it, or felt they could get a better deal elsewhere. The team at JC Audio, as in many shops, asks, “What can we do better?”
ALL WE CAN DO IS KEEP WORKING ON OURSELVES
The message remains the same. Nothing ever stops changing, and we can’t control it, so here’s what we can do in the face of daily challenges: Educate ourselves. For those businesses that have yet to attend an industry event, make your plans. Trade shows, networking and education are paramount to continuing evolution. No matter how good we are at what we do, we can always do better. Additionally, many 12-volt shops have found that by pursuing the Industry Awards, they learned more about themselves and came up with ideas on improving their businesses— even if they didn’t win or even make the list. When you deal with a company or a salesperson, regardless of the industry, what kind of experience are you looking for as a customer? That’s the kind of energy and service you should bring to your shop.
ALWAYS MOVE FORWARD
We never know what’s possible until we try. Industry professionals discuss goal-setting and being prepared.
“Our biggest mistake was not starting our business with policy and procedures and not having a philosophy, a good mission statement and a store culture for our store right from the beginning.”
- Leon Winchester, Vernon’s Signature Audio, Lubbock, Texas
“Always set new goals. If you want your business to grow, you can’t do it alone. These things have to coexist in harmony. I love playing a guitar, but I’m not going to be able to feed my family with it because I can’t be proficient enough. If I’m very good at painting and I open a business, will I be the one doing the painting? Maybe, but only long enough to hire someone else and then I might be sales. You have to make sure you’re moving forward— otherwise, you’re backsliding whether you recognize it or not.”
- David Wall, Freeman’s Car Stereo, North Carolina
“Make things easier [when it comes to selling sustainably]. If you are prepared, you’ll be confident and then you’ll do the job right. If you’re not prepared, then you are not making things easier on yourself, your clients or your teammates.”
- Ken Ward, Educar Training
“Chris Cope offered a consultation for us, some years ago, and he helped us build this company to where it is now. I owe him. He took us from expeditor-only mentality to retail company. He told us how to structure it. He pointed to the back of the shop and said we had a perfect spot for a custom fab room. I thought he was crazy and I never thought we’d progress to that—but here we are today with a massive fabrication room.”
- Branden Shuler, DES of Wilmington, Wilmington, NC
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The Mobile Electronics Association shares survey results from retailers across the nation regarding KnowledgeFest Events for 2025.
As an attendee based on your overall experience, how likely are you to recommend attending KnowledgeFest to someone in our industry?
Would recommend it.
Did
Since 2022, how many KnowledgeFest events have you attended?
54% 27% 19%
2025 was my first KnowledgeFest. I
I have attended two (2) to five (5) events
How helpful was the content presented at KnowledgeFest?
How likely are you to attend a KnowledgeFest event again in the future?
Thinking about your time on the KnowledgeFest Exhibit Floor:
How
“Asking questions and networking can get you to places you never knew you wanted to go. Give 100 percent of your attention to KnowledgeFest and you will come back with more drive, new ideas and long-lasting friendships.” 6%
What was the single most valuable thing you learned at KnowledgeFest?
“The sales trainings and the cutting-edge fabrication classes that took us from 3D scanning to a finished box. Now that was awesome!”
“How to better my business in ways I have not considered in the past”
“The emphasis on communication and establishing an overall goal for the company.”
“The value of connection with industry peers to exchange ideas that grow and improve business.”
“Taking the 3D scanning class was a great learning experience. I’m hoping to get more hands-on with scanning now.”
“Networking with people in the industry. Getting different perspectives and ideas from all different parts of the country.”
“The social media and the time management classes had implementable actions that I found extremely relevant and doable.”
WHAT TO READ
Trans-Am Challengers: The cars That Rivalled Mustang and Camaro supremacy 1966-1972
BY STEVE HOLMES
In April 1964, Ford’s Mustang pony car ignited a sales phenomenon that forced Detroit’s other automakers to create their own competitors. Chevrolet launched the Camaro in September 1966, sparking fierce competition on the track and in showrooms. Soon, Mercury, Pontiac, Dodge, Plymouth and AMC joined the fray, turning the Trans-Am series into a battleground for Detroit’s Big Four. Around the same time, the Sports Car Club of America (SCCA) transformed into a professional racing powerhouse, introducing prize-money championships. This book is the story of an era when Detroit’s finest fought to conquer both the track and the showroom floor.
Formula 1 United States Grand Prix
If you’re ready to experience nonstop racing action over three days with three star-studded musical performances (including Garth Brooks and Kygo) head to Austin, Texas, as Formula 1 celebrates their 75th anniversary in the Lone Star State. Taking place at the Circuit of the Americas (COTA), which can hold 120,000 fans, the Formula 1 race takes place October 17-19, 2025. Held annually, the event is known for its festival atmosphere and “Keep Austin Weird” spirit.
WHERE TO VISIT
Austin City Limits Music Festival
WWW.ACLFESTIVAL.COM
Now in its third decade, the Austin City Limits music festival, held this October 3-5 and October 10-12, has grown from a humble country music showcase into one of the biggest festivals in North America. Featured acts this year include The Strokes, Sabrina Carpenter, Luke Combs, Modest Mouse, Doja Cat, Maren Morris, The Killers and many more. Acts will perform on nine stages spread out over 50 acres of Zilker Park. The festival extends further into the city with ACL Fest Nights, which features movie theaters, clubs and other venues throughout the city hosting screenings, performances and after-parties.
WHAT TO READ
Born to Be Wired: Lessons from a Lifetime Transforming Television, Wiring America for the Internet, and Growing Formula One, Discovery, Sirius XM, and the Atlanta Braves
BY JOHN MALONE
Changing your life means you’ve got to think big, right? Not at all. World-renowned life coach James Clear has discovered a different way to revolutionize your behavior. He believes lasting change comes from hundreds of tiny decisions—like doing two push-ups a day, waking up five minutes earlier, or holding a single short phone call. He calls these atomic habits. Clear delves deep into cutting-edge psychology to explain why your brain is able to amplify such small changes into big outcomes. He uncovers a handful of simple life hacks to demonstrate how you can grow miniscule shifts into life-transforming changes in behavior. And he reveals a simple four-stage method that will let you build atomic habits into your day-to-day life, starting now. These nuclear changes will have an explosive effect on your career, your relationships and your life.
There’ve always been fears of losing the industry. At KnowledgeFest Fort Worth, attendees and Hall of Fame inductees said it’s here to stay.
WORDS BY ROSA SOPHIA
A PASSION FOR THE WORK
t this year’s KnowledgeFest Fort Worth, the industry honored the innovative contributions of the 2025 Hall of Fame inductees. The inductees included Richard Clark and David Navone, who worked together to create the publication Autosound 2000, and George “Doc Thunder” Reed,
founder of Marketing Pros, Inc., who came up with the Thunder on Wheels competition and helped pioneer soundoff events in the 1980s.
We invite you to read more about the accomplishments of these industry veterans—and others—in this month’s feature “Hall of Fame: Creative Innovation.”
Also among the inductees is David Black, Chief Operating Officer of On-Board Engineering & Sales, Inc. On the show floor, he and his wife, Jan, met with attendees to discuss a documentary called “The Alpine Touch: First 15 Years” about Alpine Electronics’ beginnings. “I was one of the original stateside founders of the company,” Black said, adding
that the film should be available on streaming services by November.
Also on the show floor, Gene Cella of Long Island, NY-based Jazz Audio spoke with Mobile Electronics Association President Chris Cook about his business’s recent appearance on Marcus Lemonis’s TV show “The Fixer.”
During this KnowledgeFest event, held in last August, the industry looked back at its exciting beginnings, while also discussing how shops can remain relevant in the modern day.
JAZZ AUDIO REVITALIZES BUSINESS ON “THE FIXER”
An audience gathered in Fort Worth to listen to Cella, who has been in business for about 40 years, share his experience in working with Marcus Lemonis. When one of Lemonis’s agents reached out to him, he decided to compete for a spot on the show. There were only eight available spots and around 200 applicants, according to Cella, who said he planned an eye-catching entrance to make his pitch.
“I had to sell myself. I had to go back to my sales techniques and make it happen,” he said. “[My store was] definitely back in 1985. Marcus is a brilliant man and taught me a lot. Now, I’m in 2025.” Cella also said his recent experiences have made him a better boss. He and his employees have learned to be kinder to each other. Fort Worth marked Cella’s first time attending KnowledgeFest. He said, “passion is key,” and told attendees that he stays ahead by planning and thinking about tomorrow.
However, a lot of business owners follow their passion instead of having a business plan, Cook said. “I’ve heard many people say that profit is a product of their passion, but you have to know how to make a profit. Dealers often choose passion over education.”
While Cella said he missed out on attending his kids’ events when they were little, he worked hard to ensure they were provided for later on. “I was worried about their future, not mine,” he said. By way of encouraging other business owners, he added, “There’s still plenty of money in this industry.”
Both men agreed they’ve both heard the same thing over the years: Often, people will claim the mobile electronics industry is dead. “It’s not,” Cella said. “There’s so much stuff out there that we can put in cars today. Everybody wants to listen to music. It’s the best drug out there.”
Cook asked him to expand on how Lemonis helped him get a better handle on his finances. Cella admitted that, in the past, “I did everything on paper.” Through his experience on “The Fixer,” he learned how to use QuickBooks. “Everything is together and it’s so much easier to control,” he said. “You know your profit and loss, you know your loss ratios—I thank him for that.”
At KnowledgeFest, Cook said, attendees have the opportunity to attend classes which focus on these very topics. Cella told listeners, “Go to class,” adding, “The other thing Marcus taught me was to shut up and listen. Open your ears. Listening is hard to
do. It’s hard because you think you’ve already got the answer in your head.”
Recently, he also made amends with a long-time competitor. The two had once worked together and later both opened their own businesses. “I had a 30-year fight with the guy up the street. I was out of my mind. I was crazy,” Cella said. “After Marcus came and left, I went down to [the other business owner] and apologized. I said, ‘Let’s work together. Because I don’t know about you guys, but I can’t keep every kit in stock.’ Now, we can play off each other.”
Cook invited the audience to consider what “The Fixer” might find in their stores, suggesting that perhaps the experience simply provided a mirror “for you to see what you
already knew.” Cella nodded, adding, “The fire went out for me a little bit. I’m mad that I never came here before. I haven’t been to a show. I walked in, saw all these new things, started taking pictures. There’s a whole hall full of passion right here.”
During the store remodel, he noted that he had to relinquish control. “He tore the store apart.”
Cook encouraged the audience to walk into other stores, see what their showrooms look like. “Then go back with fresh eyes and look at your own. Because the showroom is the first thing the customer sees, and the next thing they see is you. The real takeaway from this is that dealers need to find their motivation and then commit to change.”
David Black and his wife, Jan, met with attendees at KnowledgeFest Fort Worth to talk about the much anticipated documentary “The Alpine Touch,” which focuses on the first 15 years of Alpine Electronics’ history. Black is one of the 2025 inductees of the Mobile Electronics Hall of Fame.
Cella agreed. “I’ve committed again at 64. I’m starting all over. Everyone has knowledge. What’s the problem with sharing? Thirty years ago, I didn’t want to share. But now I know there’s plenty to go around.”
Cook encouraged attendees to watch the episode of “The Fixer” featuring Jazz Audio and use it as an opportunity to reflect on their own businesses. “Why is this industry outlasting other industries? Because of the passion and because of the music. Music is universal to everyone, and your job is to make sure that people come in and leave with better sound in their cars.”
ALLOWING THE PAST TO INSPIRE THE FUTURE
In Fort Worth, the industry gathered at the Hall of Fame ceremony and banquet. Cook presented the inductees and shared their histories. “These visionary leaders have left an indelible mark on the mobile electronics industry,” he said. “Their innovation, entrepreneurial spirit and dedication has shaped the landscape of our industry and continues to inspire future generations.”
During the ceremony, Black was the first to be honored. As part of the
presentation, Cook shared a short clip from “The Alpine Touch.”
On the show floor, Black also displayed posters created by the Alpine team in California in 1979 and 1980. A collector’s set is available. “The reason I’m doing all of this is that the other five founders of Alpine are gone,” Black said. “I’m the last man standing.” The film will share a compelling behind-the-scenes story.
During the Hall of Fame awards, heartwarming memories were shared about all the inductees. Cook praised Autosound 2000, the brainchild of Richard Clark and David Navone, neither of whom could attend the awards presentation. Navone, he said, “is widely regarded as the godfather of car audio.”
Of Richard Coe, he added, he’s “widely recognized for pioneering car audio innovation, designing and installing the industry’s first commercial system in a vehicle—a 1967 VW bug he still has. This groundbreaking system, capable of being heard nearly a mile away, helped usher in a new era of high performance mobile audio.”
Also honored was Lucio Proni, founder of JL Audio. “Under his leadership and with his wife, Maria, JL Audio expanded into electronics, marine, power sports and home audio, earning a global reputation,” Cook said. Also on the list are George “Doc Thunder” Reed, Rick Snelson, John Shalam and Laura Puente. During KnowledgeFest, Cook offered a word of encouragement to all retailers,
suggesting they take the time to reflect on their businesses. “There’s still time to take the passion you have—regardless of age or how long you’ve been doing this— and turn it into something really good,” he said, thanking attendees for honoring those who have come before them. “Because eventually,” he added, “you’ll be up here as well. Congratulations to the inductees.”
MEET EVERY NEED
At KnowledgeFest Las Vegas, JC Audio received Best Customer Experience Award. Owner Jeff Cantrell talks trust-building, and how his team goes above and beyond.
WORDS BY ROSA SOPHIA
Best Customer Experience
From its inception in 2001, Jackson, Tenn.-based JC Audio focused on providing personalized service. Owner Jeff Cantrell aims to be his customers’ first point of contact. “Anything we can do to help them,” even if it’s something his team doesn’t handle. If a client needs help around the house, Cantrell has been known to make calls to help find them assistance—“Trying to be a concierge, if you will.” By being a helpful person, he said, he and his team engender trust in their customers. “We want them to call us when they need something.”
This is good advice for any business, whether large or small, he said, urging his clients, “If you need anything for your vehicle, call me first. I don’t care if it’s something you think we don’t do. Call me, and if we don’t do it, I’ll tell you the best person who can. You always want to be your client’s first contact.”
This approach goes hand-in-hand with JC Audio’s philosophy of listening carefully to clients, educating them and providing consistent service—an approach which led to the shop winning Best Customer Experience award at KnowledgeFest Las Vegas this year.
“GOING ABOVE AND BEYOND” BUILDS REPUTATION
Going along with their approach to customer service, JC Audio also works with a limo company. According to Cantrell, the shop handles the company’s interiors, lighting and radios—but will also assist with other projects or tasks. “We have a limo here and we’re reinstalling the bumper. They asked if we could handle it and I said, ‘Absolutely.’”
The company’s main categories include car audio and accessories, marine audio, window tinting, remote
start and security, truck accessories, powersports and ignition interlocks. The marine category has been growing a lot due to an increased local interest in boating and outdoor recreation.
Early in life, Cantrell learned to listen from other family members who were involved in different businesses. “I learned to give people what they want and to understand non-verbal communication.” He also found that offering higher-end options helped increase the longevity of his business.
“Years ago, we had RCA cables and you could choose from three-foot, six-foot,
Best Customer Experience
12-foot and 17-foot. When we sold a stereo system, we’d reach into the box, grab a cable and install it. Every shop sold the same cable. I thought we could do better. We could have a better option and the customer would choose that if given the opportunity,” he explained, noting that the shop set up an account with Stinger. “I was Neal McSweany’s first customer and he was my first vendor.”
After that, the business carried three levels of RCA cables. “We rarely sold the bottom level. It was usually mid-grade. We sold them for 50 percent more than
the other local shops sold their bottom-level, bulk RCA cables. Here we are, 24 years later, and we’re the only ones still in business.”
The other shops, he said, likely assumed a simple wire wouldn’t make a difference. “You have to do something different,” he said. “This ties into listening to the customer and always paying attention.”
Over the years, JC Audio has become more selective, but when they first opened, they took a lot of jobs they wouldn’t do today. It’s due to his own
experience that Cantrell doesn’t like seeing a particular type of post on Facebook car audio forums: “A new guy will be talking about installing other people’s equipment, and then other people bash him for it. As an established business, we’ll say, ‘We don’t offer installation as a separate service,’ and people understand.”
However, he said, if an audio shop is just starting out and has bills to pay, “they have to do whatever they can to get their foot in the door.” As the business becomes established, he also cautioned
to change the habit and avoid discounts. “We stopped that a long time ago. When someone asks for a discount, that’s a sign they probably won’t buy anyway.”
The salesperson should never say, “Let me check,” when someone asks for a discount, he said. “If you do that, you’re telling them discounts are possible. Now, if you don’t give them one, they’re mad. If you do give them one, you’ll never sell anything to them at full price again, because they’ll ask for a discount every time they come in.”
The shop remains firm on not offering discounts, instead presenting fair prices to begin with, he said. “The customer will be happy and they’ll feel they got value.” In the beginning, the store’s biggest challenge was credibility: “We were the new shop in town, and people had to take a chance on us. I realized that if someone gave us that chance, we had to
go above and beyond to make sure their experience was perfect.”
This approach, he added, built the business’s reputation. “It’s something we still live by today.”
RAISING AWARENESS,
ASKING “IS THERE SOMETHING WE COULD DO BETTER?”
The shop has a team of five people. Improving customer experience, Cantrell said, is a continuous effort. After its showroom was renovated in 2019, the team shifted focus to improving the back room. “We like to give customers a tour. We get compliments on the showroom, and the front end looks great.” They plan to improve storage in the back, finish painting trim work and install an LED lighting system. The difficult part has been finding time for the small staff to complete the work.
In the past, when the shop had a hard time hiring locally, JC Audio brought in staff from out of state, paying for moving expenses and offering hire-on bonuses. “It never seemed to work out. They would get homesick and move back.” While Cantrell said it would be nice to have an additional tech and
another salesperson, “We’re doing just fine. We’re trying to focus on increasing our accessory business.”
This includes anything bolt-on, stopping short of lift kits and wheels. “We just took on a new vendor called Rough Country,” he said, adding that he hopes to connect with local dealerships who might be able to send them clients seeking add-ons. Raising awareness of the shop’s offerings remains a continual challenge.
In 2019, when they decided to renovate the showroom, the short-handed shop had seen an increase in business. Cantrell noticed clients weren’t getting the attention they needed. “They might stand around for a few minutes, we’d acknowledge them, but they were still waiting,” he said. “Our old showroom was really cool, but we just had a bunch of stuff on display.” The new showroom aimed to offer visitors something to interact with, “to give them an opportunity to learn something while they’re waiting.”
Everything is labeled and organized into categories with displays for lighting, radar, remote start, financing and accessories. “We have a display where you can listen [to what it sounds like] with and without sound deadening,” for example, Cantrell said, adding that
Best Customer Experience
interactive displays have helped boost interest in various categories without the salespeople having to bring attention to them.
However, even with these improvements, the team discovers some clients are still unaware of some services. “Someone will come in for an audio system, and they’ll roll in with a new bed cover or new power steps, and we’ll say, ‘Where’d you get those?’ These are existing clients, and even though we have a huge wall with a lighted truck accessory sign, and we’ve got step bars on display, they don’t know we do this.”
Or, he said, maybe they don’t trust that the shop can handle it. “Or maybe they felt they’d get a better deal elsewhere. It can be an uncomfortable conversation— like if the food isn’t great at a restaurant, it’s a little uncomfortable to complain about it, for most people.” Perhaps customers aren’t sharing the true reason, he said, noting that he’ll ask, “Is there something we could do better to capture that business from you?”
JC Audio also repairs factory radios, which is yet another service some clients don’t know about. “Someone will come in and say they had a dealership put in a new radio for $1,500 because the screen didn’t work. We could’ve done that for less. They didn’t know,” Cantrell said, adding, “I want to focus more on making sure my market knows what we can offer. Education builds trust.” To that end, the shop advertises about its factory radio repair.
“Our salespeople didn’t offer everything to the customer, and I’m guilty of that, as well,” he said, adding, “which is probably why a client will come in here with a new bed cover and step bars they got somewhere else.”
The new showroom design makes customers less reliant on the sales staff. Cantrell looks forward to building the accessory category. “The rep from Rough Country told me they do $600,000 a year online, direct to consumer, just in our area alone.”
This means, he said, that a lot of local businesses are leaving money on the table. “They want to push that business to us, so we’ll be talking to them
about how they can help us promote the category.”
LEARN TO ACTIVELY ASK CLIENTS FOR FEEDBACK
For JC Audio, it’s not just about selling a product. It’s about solving problems and creating experiences. “That consistency builds trust. We make a point to check in afterward and let them know we’re here for support. That little extra step goes a long way. We still do handwritten thank you letters.”
The company has also made it a priority to stay ahead of technology. “Today, we’re integrating into much more advanced
systems, installing DSPs, working with advanced marine electronics and disassembling and reassembling vehicles that are more intricate.” They’ve also evolved in terms of how they connect with clients— whether through social media, community involvement or educating customers.
To improve customer experience, Cantrell advised shops become intentional about listening. Don’t just wait for complaints. Instead, “actively ask customers for feedback. Sometimes it’s as simple as a conversation or a quick phone call afterward. Customers will tell you what’s working and what isn’t—you just have to create the opportunity for them to share.”
The team at JC Audio is currently working on simplifying how products and features are explained and providing better support. “The goal is to help customers feel confident in their decisions.” This will build trust, he said, which “leads to long-term loyalty and referrals, the backbone of our business. At the end of the day, people may forget the details of the product, but they’ll never forget how we made them feel.”
Avoid asking if they’ve had any problems, he added. “Don’t say, “Let me know if you have any problems. Instead, ask, “How’s the new system? Are you enjoying it?”
It can be difficult to get feedback out of a customer. Cantrell prefers to ask, “Is there anything that’s not perfect?” This, he said, gives the client an opportunity. “They might say, ‘I noticed this or that,’ and then you can say, ‘I want everything to be perfect, so if it’s not totally perfect, you can tell me.’ Make everything into a positive.”
To always be prepared, Cantrell encouraged retailers to diversify outside of the business, noting that he and his wife have taken everything they’ve earned since day one and invested it into real estate.
Losing the industry has always been a concern, he said. “We thought remote starts would kill our businesses. We’ve heard this kind of thing forever, but it’s not the case,” he said. “Every new category or technology that comes out gives us an opportunity. Like screen repair. It gives us a chance to do a relatively expensive repair. A lot of mechanics at dealerships aren’t as smart as the techs in our industry. We’ve got all different skill levels. Our techs know how to disassemble a vehicle, how to do wiring and programming. But yet, our customers are going to these dealerships and spending $150-$200 an hour to have them do the same work we could do for them.”
A shop has to be educated about this technology: “If you don’t know, and that’s going to happen with new technologies, if you tell them, ‘I don’t know, but I’ll find out for you,’ you can hopefully capture that business. And if you don’t, you’ll know about it for next time,” he said, adding, “Study up.”
Artist and Tech Meghan Watson Aims to
Overcome Weaknesses, Prioritizing Education
WORDS BY ROSA SOPHIA
Meghan Watson, who is also an artist, was a 2025 finalist for the Rookie of the Year award and works as a technician at Vernon’s Signature Audio in Lubbock, Texas. She intends to continue competing for the award.
Outside of work, she said, she enjoys sewing and creating resource art for fun. She’s even made lamps out of mannequins, adding, “I really want to learn to do interiors and upholstery.”
Her favorite part of her work is seeing the finished product come to life. “It’s a huge piece of art. Maybe ten imaginations made every little piece of it. I love seeing it come together.”
She handles wiring, installs radios and backup cameras. Lately, she said, she’s been focusing on sales because she feels it’s her weak spot. “One of my bosses, he loves sales, and he’s really energetic about it. I forced myself to go with him so I can get better at it. I don’t like having a weakness and thinking I can’t do it—when I really can. I can do it. So, I make myself
do it, in order to become comfortable with it. Sales has been the hardest for me.”
Due to her modest background, Watson said the biggest hurdle has been overcoming the urge to sell from her own pocket, “or sell from a poverty mindset.”
She’s learning, she said, that even if they say no, “it’s fine. Just take the ‘no’ and move on. Go ask someone else. That’s helped me a lot.”
For salespeople who might be having the same problem, Watson advised utilizing resources and being true to oneself. “I want to be as educated as I can. That way, if they have a question, I have the correct answer. If I don’t, I can go find the correct answer. Find your own way. Use your personality [to guide you] and don’t give up, even though it’s hard sometimes and you will hear ‘no.’”
According to Watson, the team at Vernon’s Signature Audio is very collaborative and supportive. They all have a hand in the design. “We come to each other and ask each other, ‘Does
this look like a good idea? What would you do here?’”
When Watson ran for Rookie of the Year, she learned a lot, she said. “I’ve been trying to iron out my weaknesses. I’m keeping my strengths in mind. I think I’m a good people person, and that helps. But then, I have my days when I don’t want to—but I have to.”
She also enjoys exploring her creativity via software like Photoshop and Canva. Lately, she’s been creating advertisements on Canva just for fun.
Watson is also MECP certified and is currently working toward Product Knowledge certification, which she feels is helpful for anyone in a mobile electronics shop, regardless of whether they’re in sales or installation.
The team from Vernon’s Signature Audio attended KnowledgeFest Forth Worth together. Watson is pictured with fellow staff members Carson Defever, Michael Martinez, and owners Leon Winchester and Steve Vernon.
KNOWLEDGEFEST IN COWTOWN
Interactive booths and demo vehicles offered attendees a chance to learn and connect in Fort Worth this past August.
MOMENTO M8 DASH CAMERA SYSTEM
On display at KnowledgeFest Fort Worth was the newly redesigned Momento M8. Firstech is in its eighth design of the dash camera, according to a company rep, who said dash cameras often draw a lot of current and lead to dead batteries. To respond to this issue, the Momento now incorporates radar technology to reduce the current draw by 90 percent while in parking mode. The camera has a simple USBC connection with only one cable for installers to make simple, clean connections. Wi-Fi is built in, and there are three different models available.
SUONO CAR AUDIO UNVEILS
PREMIUM CABLE LINE AT KNOWLEDGEFEST FORT WORTH
At KnowledgeFest Fort Worth, SUONO Car Audio introduced its brand-new line of premium cables. Staying true to the company’s philosophy of delivering only the highest quality, these cables are designed to meet the most demanding requirements of both performance and reliability. Every cable in the line is engineered to strict AWG standards, ensuring it contains the full amount of copper required by its gauge. SUONO cables are made with 100 percent OFC copper and designed with maximum flexibility. This makes installation easier while also reducing stress and minimizing the risk of failure caused by the constant vibrations inside a vehicle. The company is also launching a premium series of RCA interconnects, crafted with 100 percent OFC copper conductors, twisted-pair technology and a grounded protective aluminum foil shield. Finished with 24K gold-plated terminals, these RCA cables ensure a flawless electrical connection built to last a lifetime.
12V DASHBOARD ENCOURAGES RETAILERS TO VISIT BOOTH AT NEXT KNOWLEDGEFEST LAS VEGAS
At KnowledgeFest Fort Worth, 12V Dashboard hosted a training for attendees. Dashboard representatives encouraged visitors to come to KnowledgeFest Las Vegas, where they intend to unveil new features and announce the addition of more manufacturers. Recently, they said, Kenwood and JVC hired 12V Dashboard to build the Kenwood Direct online fit guide. At the booth, company representatives offered demonstrations and answered questions.
PROTECT-X SMART SENSOR SYSTEM DESIGNED FOR TOYOTA
The Protect-X Smart Sensor System for Toyota vehicles, made in Taiwan, is designed specifically to combat catalytic converter and wheel and tire theft, according to Monarch Distributors. This is an add-on piece with a T-harness that adds a shock sensor and tilt sensor. An attempted theft will trip the alarm. For more information, retailers should reach out to Monarch Distributors at sales@dlcparts.com, based in Stanton, Calif.
HKI WELCOMES NICK WINGATE, DIRECTOR OF CAR AUDIO DEVELOPMENT
Nick Wingate has been in the industry for over 20 years, and he’s looking forward to bringing the fun back to car audio. “I need to be involved in the music,” he said, adding, “Years ago, it was all about the music. It was about having a good time. I think we’ve forgotten why we got into this.” HKI continues to strengthen its presence in high-end car audio and sound quality. Wingate will be raising awareness of this sector, as well as teaching people how to use and tune DSPs. “The emphasis will be on reminding all 12-volt car audio dealers that it’s about the music, and having fun selling it,” he said.
NEW EPIC PRO SERIES BY AUDIOCONTROL
The EPIC Pro Series is a family of product which represents a new segment for AudioControl and will easily pairs easily with The Epicenter. Last year, AudioControl presented its EPIC Series amplifiers. The company recently introduced a couple of new models including the EPIC “BIG FOUR” 4-channel amplifier, EPIC 500 mono amplifier and The Epicenter Micro Pro. Also available is the EPIC Pro speaker line. While many pro audio products are sold in singles, AudioControl sells the EPIC Pro Series in pairs, for an elevated customer experience. The mid-bass drivers feature a unique “phase cap,” providing the benefits of both a traditional dust cap and a phase plug. The line also features the EPIC X subwoofers in 8-inch, 10-inch and 12-inch. AudioControl’s focus for the EPIC series is “Street Loud, Studio Clear,” aiming for high-quality sound at a high volume even at extreme volume levels. This line delivers exceptional value without compromising quality—and there’s more to come. AudioControl fans can expect exciting new additions later this year and into early next.
UTV STEREO ELITE AMPLIFIER LINE
At KnowledgeFest Fort Worth, UTV Stereo presented its Elite line of sealed, water-resistant amplifiers, designed for the side-by-side and UTV market. According to the company, these amplifiers integrate well with the factory screen. The entire line is available now.
TRULLI AUDIO 6.5-INCH SUBWOOFER DRIVERS
At KnowledgeFest Fort Worth, Trulli Audio displayed its 6.5-inch subwoofer drivers in a 2012 Volkswagen GT. Trulli representatives noted the difference between the company’s 10-inch driver and its 6.5-inch, stating that it’s a step up in technology. Two 6.5-inch drivers, they said, have more output capability than a single 10-inch. Trulli displayed the subwoofers in a removable enclosure for demo purposes.
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THINKWARE MULTIPLEXER MULTICHANNEL SURVEILLANCE SYSTEM
The Thinkware Multiplexer box allows the user to create a surveillance system, adding up to five cameras recording simultaneously. This includes the traditional front and rear cameras paired with options such as exterior side-view cameras, external infrared cameras and interior cameras. With the Multiplexer solution, all cameras plug into the Multiplexer box and the front camera then acts as the “brain” of the system.
HOW ARE BUSINESSES USING MANAGEMENT SYSTEMS? SHOP MONKEY OFFERS PEER-TOPEER TRAINING TO SHARE STRATEGIES
At KnowledgeFest Fort Worth, Shop Monkey offered a training session. The company partnered with Stereo West Auto Toys for a peer-to-peer training, covering various features the retail store uses in its daily business tasks. The goal was to open a dialogue between shops to demonstrate how the management software might be used for different applications. Shop Monkey saw the training as an opportunity for retailers to interact and share how they manage their businesses. It was important, they said, that it be a supportive training for all and not a sales pitch.
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KICKER LX-SERIES PREMIUM AMPLIFIERS
The LX-Series amplifiers feature the LX Control Center or LX-CC, which replaces all controls on the amplifier end panel with a small, precise LCD display. The amplifiers come in two different sizes with a 4-channel, 5-channel and 7-channel. If an amplifier goes into thermal power limiting, they also won’t shut off like a conventional amplifier, a company rep stated. It will simply pull back power while continuing to operate. The sub for amplifiers also comes with an additional level control that also works as a voltage indicator. The LEDs match the LED color of the amplifiers, featuring 11 colors. The user is able to select the backlighting for the LED amplifier and the controller will match it. Available now.
PRECISION POWER INTRODUCES SGV 2 FEATURE-RICH RADIO FOR 1998-2013
STREET GLIDE
The SGV 2 head unit from Precision Power is the company’s most featurerich radio. The radio has been available for 2014 and up HarleyDavidson, but now, the company has officially debuted the SGV 2 for 19982013 models. The unit comes with a full eight-inch screen, offering rally mode and headset pairing. The headset pairing allows the driver to take calls while riding. The driver is also able to communicate with a passenger if that passenger is also connected. The unit also offers iDatalink Maestro as an option to obtain custom gauges and a vehicle information screen.
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ALLDATA CONNECTS WITH RETAILERS AT KNOWLEDGEFEST FORT WORTH
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.
HARMAN KARDON FIT SERIES
This series is limited distribution and exclusive for Harman dealers that support Infinity and JBL. There are four SKUs of speakers available now. If interested a retailer is interested in becoming a dealer, Harman invites them to contact the company or their local representative.
GROM AUDIO PRESENTS
AMPLINQ AMPLIFIER RETROFIT INTERFACE AND SOUND UPGRADE INSTALL KIT
The Amplinq by GROM Audio is a plugand-play factory amplifier replacement which simplifies amplifier installation, improves audio quality and more. This product also eliminates the need for summing and audio correction devices, according to the company. Retains Bluetooth, navigation, safety systems and all warning chimes. Amplinq is also vehicle-specific, providing adapters and rings tailored to the particular car. It “tricks” the car into thinking the factory amp is still there. The goal is to make the upgrade accessible—both from a cost and installation standpoint.
PSONY CAR AUDIO FEATURES 2018 SUBARU WRX STI AT KNOWLEDGEFEST FORT WORTH
Jim Constantin of Expert Car Audio in Grand Prairie, Texas is the owner of this 2018 Subaru WRX STI, which was featured in the Sony Car Audio booth at KnowledgeFest Fort Worth. The build consists of Sony ES and Constantine said the car is used as a demo vehicle at his shop.
“It has Sony 3-way stage in the front, and four amplifiers running active, along with Sony ES 12s in the rear,” he said. “We’ve had this going for about two years now. There’s been a very positive response.”
Constantin added that the car gets a lot of attention at Expert Car Audio, noting, “Everyone likes the looks of it, and when they sit inside [they think it’s] phenomenal.”
HEARING IS BELIEVING
It’s important to learn to tune a DSP, but at KnowledgeFest Fort Worth, Nick Wingate and Jim Rogers took it a step further by encouraging attendees to sharpen ears, enhance skills and reach for the high-end.
WORDS BY ROSA SOPHIA
At KnowledgeFest Fort Worth, Jim Rogers of Audio Innovations and Nick Wingate of HKI teamed up to present a class on “Listening and Tuning for Excellence.” Wingate said he’s been working with DSP in car audio and home audio since 1991. DSPs have evolved a lot over the years, he said, adding, “We can tune a car to a certain level. The question is, what’s the level you need to tune a car to?”
He noted that the workshop wasn’t intended to teach people how to tune: There are other classes to teach tuning. Instead, attendees were challenged to think about how they listen. Wingate encouraged the audience to dig deep into the nuance of sound and sharpen their hearing. Throughout the workshop, the presenters shared examples—and numbers.
“Last year, how much did our industry sell as a group? Less than a billion. In 2024, high-end, two-channel home audio sold $4.4 billion. That’s according to the Commerce Department of the United States. It estimated there were only 550,000 transactions. These are the folks you need to be after, and you need to be able to tune for them.” Car audio, he said, is now capable of rivaling home audio,
noting that IASCA events have helped to raise this awareness. “What results do we need to be able to give that clientele? Where can we find these clients?”
UNDERSTANDING THE HIGH-END CLIENT
In this interactive presentation, Wingate and Rogers shared song clips and encouraged attendees to listen for particular instruments. Wingate remarked on Mobile Toys in College Station, Texas: “Chris Pate does a great job of marketing the company, but why are people going there? Because he can deliver. He knows what he’s doing.”
Despite fears of a decline, he said, mobile electronics shops can continue to
thrive if they reach the right clients. “The money is out there. It’s available to all of you—but if you don’t understand how to get there, it’s a moot point. The big one is tonal accuracy. A lot of people think this is easy to get, but it’s not.”
He also invited listeners to consider the age bracket of the clients who are seeking high-end sound in their cars. Wingate said they are mostly older white men. “I’m 65. Predominately, it’s my generation and the generation before me and after me. Music mattered to those of us growing up in the 1960s, 1970s and 1980s. We identified ourselves by the music we listened to. Today, it’s about the kind of phone you own.”
This, he said, is why a number of
people in that age group spend a lot of money on their music. “It’s our passion. It’s our lives.”
Rogers reminded the audience that these clients’ kids are out of college. “They have their own families now. These clients don’t have anyone to support other than them and their spouse. In most cases, these are the people who have discretionary income and can do this.”
According to Wingate, sales of highend equipment haven’t slowed in the face of economic changes or even tariff. He pointed to a controller from a ZAPCO DSP, which was sold out and on six weeks back order at the time of the presentation. He stressed the takeaway: The 12-volt
industry needs these customers. “This is how we are going to survive. This is how we are going to move forward.”
LEARNED HEARING: THE KEY TO SHARPENING TUNING SKILLS
Wingate indicated high-end automobile manufacturers, citing cars like BMW, Acura and Audi. He also noted that low-end audio equipment isn’t selling as well in stores. “Why?” he said. “Because what’s in cars today sounds better than most of it.” Low-end products, he said, “may in fact sound worse.”
High-end vehicles, he noted, use highend audio manufacturers because their target clients have maximum discretionary income. “The owners of these cars are demanding and they know what they want. They want the best. This is why it’s
so important for us to understand what music sounds like, what instruments sound like and what vocals sound like,” he said.
Then, he asked the audience if anyone present had ever listened to an orchestra in-person. “If you have the opportunity, do so. It’s not cheap to go to the symphony. Last year, 16 million people visited the finest orchestras in the United States, which constitutes a lot of discretionary income.” The people who attend these concerts, he said, are people who want “a reasonable facsimile of their home audio in their car.”
Wingate then shared clips of various songs, including an orchestra piece, and encouraged attendees to listen for a specific instrument. “This is what we want car audio to sound like for these folks,”
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he said. “This is why it’s important for us to understand that this isn’t about how to tune—that’s another class. We need to understand these audiophiles already know about this. They know about the tonal accuracy, imaging and staging. They know this. Do you? If you don’t, you won’t be able to tune a car for these people. You can tune it so it sounds decent, but will these customers be happy with that?”
Tonal accuracy, he said, is difficult to pull off because if other aspects aren’t fixed, it won’t be right. “There’s nothing a DSP can do to make that better. We have to do our homework. We have to build a system correctly from the ground up.”
Technicians need to understand things like timbre and pitch, he added. “Pitch is the subjective quality of a sound which determines its position
on a musical scale. Basically, if you’re talking about someone playing an acoustic guitar, you can hear the strings hitting certain notes going up and down the fret board. All of a sudden, you notice it’s not tuned correctly. That’s pitch.”
While it’s not hard to understand in theory, he said, it can be difficult to tune, “because you’re thinking, ‘I can take frequency on the EQ slide and fix
it.’ No, you can’t. There’s a good chance it’s crossed over in phase. Timbre is the interaction of the harmonics of a sound, which give it its sound signature. Guitars can be impacted by poor reproduction of high frequencies in the system, if the fundamentals produced by the guitar are not done correctly.”
When a tech starts tuning, Wingate advised listening to music with a guitar. “Use your hearing. If you don’t know
what things sound like, you need to. You have to listen. You have to learn. Understand what a guitar sounds like—what an obo, a cello, saxophone, trumpet, bass drum sounds like.” He added some might say, “I don’t have time to do that,” but it’s essential in order to learn to tune at a higher level.
“Listen to different types of music in person. You’ll get to know what different instruments sound like. That’s called
learned hearing. That’s what we have to have if we’re going to tune cars to a level in which people are willing to spend $20,000, $30,000, $50,000, $100,000. You have to know what you’re listening for and you have to understand what frequencies these instruments play.”
Even listening to a high school band can be helpful, Rogers said. “It’s unamplified. If someone’s not tampering with it, it’s natural sound.”
LEARN TO DISCERN WHEN SOMETHING DOESN’T SOUND RIGHT
When a technician knows something isn’t right, Wingate said it could be out of phase. “Something is out of phase at that frequency. We can fix it, but first you have to understand what that’s telling you,” he said. “That’s why you have to go and listen.” Pay attention, he said, and notice the duration or length of a song, as well.
Wingate and Rogers then played a clip with a concert bass drum, asking the audience to listen for the strike of the mallet on the drum. “Listen for what’s known as the report, then listen for the decay of the drum. That’s what this whole thing is about. If you get this right, the rest of the system will come together in a huge hurry.”
After listening to the clip, Wingate added, “The person who wrote this piece of music wanted the drum to be a huge impact, delivering drive and energy before coming back into the sound stage. The boom is difficult to reproduce in a car and takes superior installation and equipment. That’s something people will pay a lot of money for,” because it creates the representation of being there, in the music, at the concert. “When we can give them that kind of presentation, that’s what it’s all about.”
If things are right, he said, the midrange should be correct, the sub-bass should be done right and the system should produce correct pitch, duration, modulation and timbre. The high-end client, he said, won’t be listening to FM radio. “They’ll be downloading high-resolution music files. They’ll have their digital audio player and they’ll want to listen in a certain way. If you’ve got an experienced listener, they will know what’s right and what’s wrong.”
To that end, Wingate said, if the system is tuned and the client gets the car back, “looks at you and says, ‘The sub-bass is terrible. Why are you trying to give me the car back when it sounds like that?’—and if you don’t know what they’re talking about, then we have an issue.”
Through his work with HKI, Wingate aims to continue educating on this issue. “In the coming year, we want to help as much as we can. We’re going to go to the shows, bring some cars and have them dialed in,” he said, adding that the goal is to draw in people who have “this passion for the music, this discretionary income.”
COMPETITION CLASS
The crisp sound system on this sleek Harley-Davidson drew attendees to the Nemesis Audio booth at KnowledgeFest Fort Worth.
SUBMITTED BY: JAY FORD, KUSTOM WINGS, DENTON, TEXAS
The sound system in this 2011 Harley-Davidson Road Glide captivated the attention of attendees at KnowledgeFest Fort Worth in late August. The motorcycle belongs to Jay Ford of Denton, Texas-based Kustom Wings. According to Ford, the build is all Nemesis Audio. It features 20 speakers at about 40,000 watts, he said, along with big lithium batteries. “It has two 12-inch subwoofers in each bag, with 34-inch wheels and air ride. Everything
is custom.” Along with two large amplifiers on the back, the bike also has six 2800X4D amps in the front. Kustom Wings competes all over the country in sound-offs, Ford said, adding that the motorcycle was built for competition. “We mostly follow Team Money Cycles SOS—sound-off series. They travel all over the United States. We were top eight in the country last year, and I hope to compete again this year.”
FROM THE PRESIDENT THE ROAD AHEAD: PERSEVERING THROUGH THE CHALLENGES OF THE MOBILE ELECTRONICS INDUSTRY
“ Perseverance isn’t just a mindset — it’s the heartbeat of the car audio industry.”
As vehicles evolve and margins tighten, success in car audio depends on education, innovation, and the will to keep going. The challenges are real — but so is the opportunity for those who persevere.
The Mobile Electronics Industry has always been about passion — the kind that keeps you in the bay after hours chasing that perfect tune or figuring out how to integrate the latest technology into a complex vehicle system. It’s never been easy, but that’s part of what makes it great. The challenges we face today are different than those of the past, but they’re also opportunities for growth — for our businesses, our skills, and our community.
The Technology Challenge
Today’s vehicles are more advanced than ever. They’re rolling networks packed with sensors, processors, and software that control everything from the infotainment system to driver-assist features. For anyone working in aftermarket, that changes the game.
You can’t just “swap a head unit” anymore. Integration now requires a deep understanding of data networks, signal flow, and digital tuning. Shops that invest in training, tools, and partnerships are the ones staying ahead. That’s why the Mobile Electronics Association and events like KnowledgeFest exist — to make sure you have access to the education and resources you need to succeed.
The real takeaway? You can’t stand still. Every year, vehicles evolve. And every year, the professionals who keep learning continue to lead.
The Changing Consumer
Let’s face it — many customers today think their vehicle already has “great sound.” With recognizable OEM audio brands like Bose, Harman, and Burmester built in, the average driver assumes there’s nothing left to improve.
But that’s where our expertise comes in. We don’t just sell products; we sell the experience of better sound. We demonstrate what accurate staging, balanced tonality, and emotion in music really feel like. The most successful shops today aren’t just talking about watts or speaker sizes — they’re creating moments that connect people to music in ways factory systems can’t. The key is education. Customers who understand the difference become lifelong clients.
The Workforce Gap
Another challenge facing our industry is the growing shortage of skilled technicians. Many of our seasoned veterans have spent decades building this
craft, but as they retire, we’re not seeing enough new installers step in to replace them.
That’s not just a hiring problem — it’s a cultural one. We need to show young people that car audio is more than a job; it’s a career that combines creativity, technology, and pride in craftsmanship. Through MEA initiatives, KnowledgeFest training, and mentorship from shop owners across the country, we’re working to inspire that next generation. But it’s going to take all of us to keep the trade strong.
The Economic Reality
Margins are tighter. Costs are higher. Competition from online retailers is constant. Yet, the brick-and-mortar specialists who succeed are doing so by doubling down on service and expertise — the things you can’t order from a website.
They’re offering consultation, design, and tuning experiences that deliver real value. Many have also diversified into adjacent markets like marine, powersports, lighting, and safety. When you lead with knowledge and quality, customers recognize it — and they come back.
The Lesson in Perseverance
If there’s one thing that defines this industry, it’s resilience. We’ve weathered economic downturns, technological shifts, and changing consumer trends — and every time, we’ve come out stronger.
That strength comes from people who care deeply about what they do. It’s the installer fine-tuning a DSP long after closing time. It’s the retailer taking time out of the shop and traveling across the country to attend education and training. It’s the manufacturer pushing innovation when the market demands change. And it’s the sales reps working the streets to keep everyone informed and encouraged.
This business rewards those who keep going. Success doesn’t happen overnight — it’s built through years of showing up, learning, adapting, and pushing forward when things get tough. Perseverance isn’t just a mindset; it’s part of who we are as an industry! Every new challenge — from complex OEM systems to evolving consumer expectations — is another chance to prove what makes this industry special. Because in car audio, as in life, the road isn’t always smooth. But if you stay focused, keep learning, and never stop believing in what you do, you’ll go farther than you ever imagined.
