january-february

24 Shop Profile • Hot Rides LLC The market is challenging. That’s evident by the number of companies trying to keep up with modern trends and consumer demands. But for auto shops like Hot Rides LLC of Ewing, New Jersey and Morrisville, Pennsylvania, keeping a tight grip on what’s happening across the automotive industry is the only way to thrive. S ince their grand opening in 2010, Hot Rides LLC has been rapidly growing because of a solid business foundation. “If you look at our chart, it looks like a tree,” said owner Steve Bivens, an industry veteran of over 20 years. With his own company on an upward trajectory, he’s in a great position to offer candid advice. “I’ve been doing this since 1986,” said Bivens, who learned thewholesale distribution side of the business for a couple years before heading over to the retail side. “I worked [there] for 20 years with another company and thendecided to open my own shop,” said Bivens. At Hot Rides LLC, they cover all bases. “We do full automotive accessories: truck, car, and the performance side,” he added. On its long list of services, Hot Rides LLC sells a wide variety of aftermarket products, with specialization in window tint, lift kits, wheels and tires, exhaust parts, tuners, car stereos, alarms, and remote starters— including the installations. “It’s non-stop every day at both locations. It’s really amazing,” Bivens said proudly. About the only thing these guys don’t do is machine work. Instead, that business is directed to a dedicated local shop that, in turn, refers business back to Hot Rides. To Bivens, such partnerships are a major contributor of success, but they aren’t the only factors that keep Hot Rides on top. Advertising “Promotion, promotion, promotion,” said Bivens. “I believe in advertising—it works. A lot of people think it’s too expensive—no, it’s priceless. You have to do it!” Bivens takes advantage of several platforms to get his business name out there, including television, radio, print and, of course, social media. By doing so, he constantly keeps a live feed in the community, making sure that they know who to turn to for automotive accessories. Hot Rides LLC Turns to Social Media for Sales Boost Social Media The use of social media as an advertising medium is important, especially when a shop owner considers the free exposure. If setting up a business page and actively maintaining it sounds like toomuch of a hassle, then keep posts manageable with a team effort. “If we’re on lunch or have 15 minutes, we write a few posts and time bomb them throughout the day,” said Bivens. This saves the shop from over-saturating news feeds; plus, he can set the posts to release during high-traffic times. Bivens shares that by using promotion to his advantage, Hot Rides came out of the gate strong and now shows no signs of slowing down. Showroom Hot Rides has another trick of the trade to keep people in the store—an attractive showroom. “Where’s your favorite place to go shopping?” askedBivens. “Forget about cars… where do you go?Maybe you buy something, or maybe you don’t. But youwalk in there and you’re always comfortable. I stepped back and thought about where I like to go shopping. I take attributes from those stores and try to make it my own,” he explained. In his showrooms, Bivens has displays, television sets, and other accommodations like comfortable seating and drinks for walk- ins. He welcomes customers to explore the store in its entirety. For Bivens, it’s about creating an experience that’s all about immersing customers in a comfortable atmosphere with the best products showcase. And because of that mindset, Bivens said that spouses and children rarely, if ever, leave due to the level of hospitality that Hot Rides offers upon entrance. It’s All About Balance Hot Rides LLC balances the big work load by mastering what they do really well and partnering with other local businesses who specialize in what they do, creating a win-win for all. That perspective—be true to who you are, know your worth, and tell your story— trickles down to the shop’s marketing plans, specifically its embrace of social media. Looking for inspiration? Turn to Hot Rides. Such success doesn’t come without obstacles. Like many other shops, and as presented in recent RPM coverage about the automotive technician shortage, Bivens made it clear that the hardest part of the business is getting enough skilled professionals to carry the increased work load. “They’re like white rhinos—hard to find. We’re willing to pay, but you have to be willing to work,” said Bivens.