Customers who bring their vehicles in for routine services like alignments or windshield replacements often don’t realize that without proper advanced driver assistance system (ADAS) calibration, vehicle safety features can hit serious operational snags.
With the addition of ADAS features to vehicles on the rise, dealerships who can recalibrate ADAS while educating customers and promoting these services can gain a solid leg up. In this article, three industry experts weigh in on best practices to effectively boost bottom line results.
MTD: What are the biggest customer-based pain points when selling ADAS service, and how can dealers bypass those hurdles?
Duane ‘Doc’ Watson, technical trainer at Bosch Mobility Aftermarket: Selling ADAS services to customers can be challenging due to a lack of customer awareness, perceived cost and the complexity of the technology. Customers may find ADAS features confusing or feel they don't need them, leading to distrust in the service. Shops should attempt to educate customers about the specific ADAS features in their vehicles and how they enhance their safety and driving experience.
Ryan Gerber, ADAS product specialist at Hunter Engineering Co: Foremost is finding the ADAS service during the initial write-up. Next is communication of the ADAS service. The steps that will help clear these hurdles are to adequately identify the ADAS services that accompany the service or repair by using service information to find the appropriate documentation for the work being performed. The next step is explaining how the ADAS service relates to customers in terms they can readily understand. This is why Hunter Engineering has developed free resources like explainer videos and learning tools to help with visualizing and understanding these ADAS systems that can be used by anyone, right there in the shop. These are high-level steps that will bring trust and value to the customer, which in turn will drive bottom-line growth.
Joe Richie, network sales manager at OPUS IVS: Dealers can get ahead of these challenges by setting clear expectations right from the start and focusing on customer education. If a customer understands why something needs to be done and how you’re going to help them get it done right, it makes the whole process smoother. The more you demystify ADAS, the less resistance you’ll get.
MTD: How much do customers know about ADAS technology? What information can be helpful for dealers in persuading a sale?
Watson (Bosch): Many customers are unaware of what ADAS features their vehicles have, how they work or their benefits. ADAS calibrations can be perceived as expensive, and customers may hesitate to approve the service because of the cost. Shops should demonstrate the value of ADAS through practical examples and real-world scenarios, offer competitive pricing for ADAS services, include clear explanations of what is included and offer convenient appointment scheduling.
Gerber (Hunter): Customers know very little. They may be familiar with the output from the ADAS, like audible warnings, flashing lights, seat vibration or other electronic signals, but usually will lack a deeper understanding. The dealer will need to make a concerted effort to connect ADAS functionality to real-world results, such as lane assist, blind spot monitoring, automatic braking and the rest. Using the connect-the-dots approach will be persuasive enough in most situations and the educational resources will help convince the rest. For that purpose, we created a comprehensive informational ADAS ‘Hub on the Hunter’ website that includes a digital learning tool.
Richie (OPUS IVS): It really depends on the customer. Some are well-informed, others are just starting to get a grip on what ADAS even means. That’s why it’s crucial for the dealer to understand the shop’s unique challenges. The most effective sales conversations I’ve seen are the ones where the dealer pinpoints a real pain point in the shop — maybe it’s a bottleneck in diagnostics or they’re farming out calibrations and losing margin — and then shows how ADAS services can fix it. In short: don’t just sell ADAS. Solve a specific problem (customers) care about. That’s what moves the needle.
MTD: What sets certain ADAS services apart for tire dealers looking to move into the ADAS recalibration market?
Watson (Bosch): Proper calibration is the foundation of ADAS functionality. When sensors are misaligned, even slightly, the safety benefits of these systems can be compromised or eliminated entirely. Calibration is required after windshield replacement, following collision repairs, when suspension or steering components are replaced, after wheel alignment is performed or when diagnostic trouble codes indicate calibration issues. ADAS calibration falls into two main categories and understanding the difference is crucial for proper service:
Static calibration. This process is performed in a controlled environment with the vehicle stationary. It requires specific equipment, including calibration targets positioned at precise distances and angles from the vehicle. Bosch recommends a minimum space of 34 feet by 25 feet for performing ADAS calibrations with the DAS 3000 and accompanying equipment. This amount of space will allow for recalibration on most ADAS-equipped vehicles. However, depending on the vehicle size and type of calibration, it may require the vehicle to be moved within the space to complete a full recalibration. Spaces smaller than 34 feet by 25 feet can be utilized to recalibrate some vehicles and ADAS systems, but as the space decreases so do the number and types of vehicles that can be calibrated. Static calibration is commonly used for forward-facing cameras, radar sensors and 360-degree camera systems. The process demands exact measurements, level surfaces and controlled lighting conditions to ensure accuracy.
Dynamic calibration. Unlike static calibration, dynamic calibration requires driving the vehicle on well-marked roads at specific speeds while using a diagnostic tool that monitors and adjusts sensor settings. Dynamic calibration is typically used for lane-keeping systems, adaptive cruise control and some camera-based systems. The process requires careful attention to road conditions, weather and traffic to achieve proper results. Dynamic calibrations are easily done after wheel alignments and suspension service work.
Gerber (Hunter): There are two types of ADAS services: static (in-shop) and dynamic (driving). But most important for tire dealers, the vast majority of ADAS work they’ll see based on their current services are forward-facing calibrations of cameras and radars. That’s because OEMs may require those calibrations after alignment or whenever a module is disturbed in any way, like a windshield replacement or bumper removal. In terms of space to accommodate these calibrations, the benefit of dynamic ADAS service is that no additional space is required. The vehicle is outside the facility, allowing another vehicle to be pulled in for work. Static ADAS service requires the vehicle to remain in the facility and additional space in front of the vehicle may be needed, although for many makes and models that space is typically less than 16 feet. That can usually be easily accessed by moving the car back in the bay. The good news is both services are accomplished rather quickly once you have the right tools for the job. The larger space requirements you hear about mostly come up in collision and body repair operations, so that shouldn’t scare tire shops away from profitable forward-facing ADAS calibrations. Hunter representatives have copious amounts of resources available to help clients develop their strategies for ADAS solutions.
Richie (OPUS IVS): ADAS is becoming a must-have, not a nice-to-have, especially as more vehicles on the road come equipped with this technology. For tire dealers, the right ADAS solutions can open up a new revenue stream and add serious value to their offering. But the real differentiator (is) choosing a solution that’s easy to integrate into their existing workflow, provides strong support and delivers consistent results. If the dealer feels like they’re contributing to the safe return of a vehicle to the road and making money while doing it, that’s a win all around.
MTD: What problems do ADAS services solve for customers that are key to highlight?
Watson (Bosch): ADAS services help solve several problems for customers, primarily around safety and convenience. These systems aim to prevent accidents, reduce the severity of collisions and enhance the driving experience. ADAS features like automatic emergency braking, lane departure warning and blind-spot monitoring help drivers avoid collisions by alerting them to potential hazards and intervening when necessary. Systems like adaptive cruise control and forward collision warning can mitigate the impact of collisions by automatically adjusting speed and braking.
Features like blind-spot detection and rear cross-traffic alert enhance visibility in areas that are difficult for drivers to see, reducing the risk of accidents during lane changes or while backing up. Systems like adaptive cruise control and lane-keeping assist can reduce driver fatigue and stress, particularly during long drives or in heavy traffic. Parking assistance systems can make parking easier and more convenient, especially in tight spaces. ADAS features like traffic sign recognition and lane-keeping assistance can help drivers stay informed about road conditions and navigate more safely.
Gerber (Hunter): The most important thing to highlight with customers is that they’ll receive their vehicle back from service/repair in proper working condition, which means they can rest assured all their safety systems will function properly. Ensuring safety is what justifies the time and expense of calibrations. It’s not an upsell. It’s a requirement when safety is concerned.
MTD: What marketing channels are most useful to promote ADAS services?
Watson (Bosch): Provide clear, concise information about ADAS features and their benefits using various brochures, videos and website content. Having a continual, looped video running in your waiting room that explains ADAS features is a great way of communicating their importance.
Gerber (Hunter): When ranking these choices, digital advertising and social media are the most effective. Animation of the invisible to the consumer is paramount, along with showing real vehicles and how a consumer would interact with these systems. Humanizing the information will go a long way toward making these conversations easier. Print media helps too, since it can lend a reinforcing expert's take on topics, so every conversation doesn’t feel like an upsell. Trade shows and podcasts are wonderful examples as well, allowing for a more in-depth look at some topics, if less of a reach.
Richie (OPUS IVS): From what we’ve seen, trade shows and webinars are by far the most effective. Trade shows give you that face-to-face time where real conversations happen. You can actually see the light bulb go off when you connect the dots for someone. Webinars, on the other hand, are a great tool for education at scale. You can get in front of a large audience, explain the value prop and answer common questions in real time. Both formats build trust, and that’s what drives traction.