New Buying Power, Product Mix

The coming wave of Baby Boomer customers—many with extra buying power—offers an element of optimism to the vehicle lift market. Research shows that Boomers, as a group, tend to want to be mobile longer than their parents. “The demographics are in our favor from a retail perspective,” says Cy Corgan, director of corporate sales, Pride Mobility.

Vehicle lifts should be seen as part of a broader picture of meeting a customer’s mobility challenges, Corgan says. He urges providers to consider—and suggest needed equipment and solutions based on—a “day in the life” of a customer. “The provider needs to understand the challenges of the individual and build a mobility solution around that,” he says.

Mike Krawczyk, marketing manager at Bruno Independent Living Aids, says there is sometimes resistance from customers to recognize the need for equipment to accommodate their changing abilities.

He recalls witnessing a focus group of older Americans organized by a Detroit automotive OEM—each participant was using a cane, walker or driving a scooter, so they all had mobility issues. They were shown Bruno’s Valet seats, which rotate out of a vehicle 90 degrees and lower to allow the user to be at the same level as a wheelchair or scooter. “They were blown away by the product,” recalls Krawczyk. “That’s wonderful, that’s marvelous,’ they said. But when asked if they would consider buying it, they said ‘no.’ People often refuse to believe they need these products or that life would be easier with them. It’s vanity, but when they acquire the product they say ‘why did I wait so long?’

In addition to overcoming vanity, education is also essential. The vehicle lift market is largely untapped, in part because of lack of awareness, says Corgan. Based on conversations with providers, he estimates that 60 percent of HME customers are not aware the products even exist. “Consumers are not aware of the category, so providers must educate them,” says Corgan. “Ask each consumer how he or she will be transporting their mobility product.”

Dealer’s Role is Key

Bruno is adjusting its product line as vehicles, especially SUVs, are getting larger. Sales of Bruno’s Valet line of seats have skyrocketed. Many clients may not be disabled in the classic sense, but merely lack dexterity or have difficulty with some areas of modern life. Some of them drive vehicles using hand controls. “They want products that will pick up their scooters, and seats that rotate out of their vehicles,” says Krawczyk of Bruno.

Bruno sells through a network of 1,200 dealers, including both HME/DME and van converters. The company brings dealers to Wisconsin every other month for training on the line. Dealers are required to attend training at least once every three years.

Bruno manufactures all types of vehicle lifts, including the Bruno Outsider, a platform lift that attaches to the vehicle hitch mount and the Bruno Joey interior lift that extends outside the vehicle.

Bruno works closely with automotive manufacturers to match their lifts to new models as they are released, using base plates secured to vehicle floors. Bruno’s best-seller is the Curbsider, an interior, crane/hoist-type lift typically installed on SUVs, hatchbacks or mini-vans. The fully-powered lift rotates back into the vehicle with virtually no effort by the user.

In 2012, Bruno introduced the new Chariot line of vehicle lift products that have their own independent suspensions, not reliant on a vehicle’s weight capacity. The Chariot attaches behind the vehicle, and its wheels always stay directly in line behind the vehicle—no jack-knifing. The Chariot can be used with mid-sized and small cars that previously could not accommodate a vehicle lift.

Bruno’s dealers are doing something right, says Krawczyk, judging by the company’s fourth year of record-setting sales. “Dealers do a good job of demonstrating how simple the products are,” he says, “I give them all the credit in the world.”

Many dealers benefit from close relationships with occupational (OT) and physical therapists (PT), which are great referral sources for adaptive products. Dealers can build their reputation among OTs and PTs by being responsive. Sometimes a therapist can refer a customer to a provider, and sometimes the OT or PT comes with the patient to the dealer. “Building those relationships is critical,” says Krawczyk. Providing in-service sessions, bringing along sub sandwiches and a lift to demonstrate, is a good way to promote more business. “We have brochures and video, but showing them how it works is key,” Krawczyk adds.

Automotive dealerships can also be a source of business, and many have a designated salesperson with a reputation for serving customers with “special needs,” like the need for a vehicle lift for their power wheelchair or scooter.

Dealers can also succeed by helping customers consider ahead how their needs might change throughout the next several years, Krawczyk says. “Dealers need to be constantly learning and listening to the customer. They can’t have a rehearsed answer for everyone who comes in the door. They shouldn’t be determined to sell the most expensive vehicle lift. Instead, they should listen to the needs of the customer.”

Adapting to Changing Needs

A Pride Mobility lift that reflects changing market trends is the Outlander LP (low profile), which accommodates higher-weight mobility products in a lift product that weighs less. Class II vehicles have a 300-pound weight limit, including the mobility device and lift together, and the lighter-weight Outlander LP lift allows the mobility product to be heavier and still not exceed the limit. For example, the Quantum Q6 Edge power chair is WC19 crash tested, which adds weight, but it can still be transported with a Class II vehicle using the lighter Outlander LP.

Pride Mobility works closely with automotive OEMs, doing measurements as vehicles are developed to ensure their products fit new models as they emerge. The company attends the Auto Show each year to stay abreast of the latest trends.

Pride Mobility offers a full range of interior and exterior vehicle lifts and ramping systems, all fully tested and featuring high-quality design and proven construction for worry-free operation. Pride Mobility manufactures both mobility devices and vehicle lifts, so the company is able to adapt vehicles lifts to changing trends of mobility devices earlier in the design phases.

Pride Mobility can release a power mobility device and compatible lift product at the same time, and not have to react after the mobility device hits the market. “The two are married together from the beginning,” says Corgan. Power mobility devices today are designed with an eye toward how they can be transported, he adds.

Pride Mobility’s Commander 400 boom lift offers three axes of operation—power up and down, power rotation and power telescoping extension. A new two-axis version offers only power up and down and rotation and can be upgraded later to include the telescoping functionality. The lift can be mounted on either the left or right side of the vehicle, and the standard version is weatherized.

Vehicle lifts are not for every HME provider, Corgan warns. Installing vehicle lifts requires certification and ongoing training and is a more technical, complex market.

An online course fulfills Pride Mobility’s first level of certification, and training by a traveling Pride Mobility vehicle lift specialist fulfills the second level. In addition to training, providers seeking to install vehicle lifts also require an indoor garage or shop where the equipment can be installed. Some providers develop relationships with local van converters (National Mobility Equipment Dealers Association [NMEDA] members), whose business is complementary.

Corgan’s other advice for selling vehicle lift products is to display the equipment in the showroom, educate referral sources, engage in retail best practices and advertise in local media. Vehicle lifts are predominantly a cash-pay business, although there is some third-party-pay from workers’ compensation, commercial insurance and the VA.

Five Million Combinations

“It’s important to ask questions to understand a customer’s mobility needs outside the house,” says Paul Johnson, vice president of sales, marketing and service at Harmar. “Vehicle lifts are easy-to-install, life-changing solutions for the customer. We are seeing changes in people’s propensity to be mobile. There are more people using power mobility devices—especially scooters, which are becoming more mainstream.”

Harmar provides a full line of vehicle lifts—40 in all—including the standard Legacy series, a heavy duty line that supports up to 400 pounds, and a new Profile series that is lighter and smaller but still has 350-pound capacities across the line. The company’s online compatibility tool can match up a vehicle lift to any vehicle year, make and model—up to five million different combinations. Harmar has engineers dedicated full-time to ensuring compatibility with changing car, van and SUV models.

Inventory does not have to be a challenge for HME providers who sell vehicle lifts, says Johnson. Harmar keeps a large finished inventory of lifts on hand. Any lift ordered before 3 p.m. is shipped the same day. Keeping Harmar’s selection of universal models in stock is manageable for dealers.

Harmar says the heavy duty and profile lines reflect trends toward larger scooters and wheelchairs, with lifts mounted on smaller vehicles. Installing vehicle lifts is not complicated, Johnson says Harmar provides training classes twice a month to prepare dealers to install the equipment. For example, Harmar’s inside boom lift products include a variety of mounting bases and false floor kits designed for any vehicle and to save time for the installer. “We go out of our way to make it easy for anyone to become a vehicle lift seller,” says Johnson.

HME dealers can use the online compatibility tool, and a dedicated mobility sales team is on hand and available for live chats on the Harmar website, even as an HME provider is on the phone with a customer.

Harmar’s newest offering is the AL915 mobility bundle, a combination of a scooter and vehicle lift that is sold as a package, and is compatible with smaller Class I vehicles. The combination of an AL015 Micro Scooter Lift and a Mega Motion Elite 8 Scooter, weighing just 134 pounds, is a mobility solution that can be sold by dealers who do not currently sell power chairs. Harmar also offers the AL105 Swing Away Arm accessory, which allows vehicle lifts to pivot out of the way to allow access to a hatchback, tailgate or vehicle trunk. Covers are also a popular accessory.

Johnson says technical developments on the horizon include new battery technology that eliminates a vehicle lift’s need to be wired to a vehicle’s battery.

Another piece of the mobility puzzle

Just opening the door can be another obstacle for wheelchair and scooter users, and Open Sesame Door Systems provides a solution. The San Leandro, Calif., company offers two models of automatic door openers, one for residential use and one for light commercial. Gary Enos, Open Sesame’s director of operations, says the product is a useful addition for a dealer who offers vehicle lifts, wheelchairs, scooters, ramps, stair lifts or elevators—especially if they offer home modification services.

A dealer could install an Open Sesame system on the door of his or her business to help build awareness of the product, says Enos. The company also has several mini-size “demo doors.” The large unit includes a mini-door on one side and exhibits single button, two-button or keyless entry. The company offers the demo unit on loan (requiring a deposit) for trade shows.

The Open Sesame automatic door opener can be operated with a variety of wheelchair-mounted remote controls, wall push pads or other specialty controls to accommodate any physical disability. The low-voltage openers are reliable, complete systems, made with permanently lubricated steel gears, steel housing and commercial grade door release hardware. Internal battery back-up ensures full power during an outage.

Dealers receive contractor pricing until they have installed three units, and then they move to dealer status with additional discounts. Enos has a list of possible funding sources for Open Sesame, including local Rotary Clubs, the Veteran’s Administration, Easter Seals, and local independent living centers, among more familiar possibilities.

Installing Open Sesame is not difficult. It involves replacing the strike plate of the frame of the door. An installer does not have to be a licensed electrician or contractor. Doors with self-closing hinges or extra weather-stripping can interfere with the system. The door should swing freely to enable operation. Because there are so many variables, the company is available to share photos and discuss applications before installation.