by: Brandon Frazier is the founder and CEO of Mobile Clear Shield.
In most industries, launching new products is both an exciting and daunting challenge. Whether it’s a cutting-edge service or an innovative accessory, bringing a new offering to the automotive market involves more than just designing something new — it requires strategy, trust and seamless execution. We recently launched new infotainment screen protectors for cars, and while our product is new, the process of bringing it to market echoes the lessons we’ve learned over a decade in the industry during numerous launches. Here are some key insights on successfully introducing new products drawn from our experience.
One of the most important aspects of any new product launch is instilling confidence in the dealerships or businesses selling it. This isn’t something that can be created overnight; it’s built over time through reliable performance and consistently high-quality offerings. Dealerships need to know that when they introduce a new product to their customers, they are backing something they can trust.
We’ve spent over 10 years delivering products that dealerships and customers can rely on. This track record gives us credibility when introducing something new. We’ve found that dealers are more willing to take on new offerings when they know the company behind it has a history of standing by their products. For any business looking to launch something new, the lesson here is simple: focus on building trust long before the launch. A solid reputation can be your biggest asset.
Product launches don’t stop once the product is available. You need to think beyond the initial release and focus on long-term support. One challenge many businesses face, particularly in the automotive space, is ensuring that sales teams are properly prepared to introduce the product to customers. Turnover rates in dealerships are high, and training can be inconsistent, so relying on a single training session won’t be enough.
To address this, we emphasize ongoing education for dealerships, ensuring they understand not only the features of our product but also how to convey its value to customers. We’ve learned that it’s essential to continually support dealerships with resources like fact sheets, demonstrations and talking points to ensure the sales team is confident in their offerings.
For businesses launching new products, thinking about how you’ll keep that momentum going after the initial launch is critical. Regular training, refresher materials and constant communication with your partners can help sustain long-term success.
One of our most valuable lessons is that launching a product is about solving problems, not just selling a new item. For any new product launch, the key is to position the offering as a solution to a real pain point. Instead of focusing on technical specs, consider how the product fits into the day-to-day lives of end users and how it can improve their experience. When your product clearly solves a problem, it becomes a much easier sell.
Another key aspect of launching a successful product is getting the pricing right — not just for the customer but also for your partners. In our experience, pricing needs to strike a balance that allows dealerships to make a profit without overburdening the customer. If a dealership feels like it can’t sell the product without significant effort or markdowns, it won’t gain traction.
Finding the right pricing balance early on is important when launching new products. Too high, and you risk alienating potential partners; too low, and you might cut into profitability. Understand your market, your partners’ needs, and the value your product brings to land in that sweet spot.
Finally, no product launch is complete without educating and empowering the people who will sell it. In the automotive space, customers often leave the dealership without fully understanding how to use or care for the products in their new vehicle. This lack of education can lead to dissatisfaction and underuse of even the best-designed products.
For us, a big part of the process has been ensuring that dealerships are armed with the knowledge and tools to explain a product’s benefits and educate customers on how to care for it properly. This means going beyond just handing over product brochures — we provide training and ongoing support to ensure the dealerships understand how to present a product effectively.
This approach can make or break a launch for any business. The more you invest in your partners’ understanding of your product, the better they’ll be able to sell it. Equip them with the information and confidence they need, and you’ll see better adoption and more long-term success.
Launching a new product in the automotive industry — or any industry — is an intricate process that requires trust, preparation and long-term thinking. Drawing from our recent product launches, we’ve seen firsthand how important it is to focus on solving real problems, maintaining strong partnerships and continuing education long after the launch. In doing so, you’ll have a successful launch and create lasting value for your customers and partners alike.