Communicating Value of Ride Control Upgrades Could Be Big Business According to IMR CCAMS Study

One in five DIYers surveyed in IMR’s Continuing Consumer Automotive Maintenance Survey (CCAMS) said the reason they performed ride control service on their vehicle was because they wanted an upgrade or performance enhancement. This bodes well for retailers who can explain the importance and value of ride control upgrades to their DIY customers.

“With 21 percent of DIYers saying they upgraded their ride control parts on their vehicle, there seems to be a great growth opportunity for retailers when it comes to premium, quality ride control parts and accessories,” said Bill Thompson, president and CEO of IMR Inc. “Our CCAMS study also revealed that 14.1 percent of DIFM customers received upgrades when they needed service on their ride control parts. Independent repair shops could also enhance the sale of premium ride control parts to their customers with the proper marketing communications plan.”

For over 40 years, IMR Inc. has been an industry leader in automotive research and conducts syndicated and proprietary market research studies that focus on automotive parts and services, repair shops, technicians, accessories and vehicle technology trends. To find out how IMR research can help your business, call 800-654-1079, e-mail or visit

IMR Automotive Research Ride Control Why Service Repair Was Done

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