Giving Customers Their Personal Space Through Interior Upgrades
Exterior styling may get all the attention, but for many drivers, it’s the interior that counts…
This article originally appeared in the March 2026 issue of THE SHOP magazine.
Exterior vehicle styling may grab all the attention, but for many drivers of custom or classic vehicles, it’s what’s inside that counts. From upgraded seats and dashes to accessory items and audio enhancements, there are many ways for shops to offer interior upfitting services to new and existing customers.
Whether the demand is for aesthetic to functional improvements, these insider products can have a real effect on an owner’s driving experience. As such, interior product suppliers have observations on how shop professionals can positively impact their clients’ personal space.
Here are some things to know about interior restyling projects to help get started.
Growing component availability makes interior projects more accessible to shops.
Aftermarket suppliers are constantly working to bring additional interior upfit opportunities to professional businesses.
“The availability of more high-quality bolt-in reproduction and upgraded component parts is making it easier for both shops and home builders to raise the bar on the interiors of their project cars,” says Rick Love, president of Vintage Air.
Drivers appreciate aesthetic upgrades.
Factory interiors can be a simple starting point for customers looking to create a unique environment.
“Updating interior design has become a preference during restorations,” says Jeanette Ladina, president of Flaming River Industries. “We are seeing the satin black finish remain a popular option, particularly with muscle cars and pickup trucks.”
Projects aren’t just for older or classic vehicles.
Newer vehicles also have room for interior improvements. Jason Digos, senior sales trainer for automotive audio company Modus, says his company’s patented technology is designed to help professional shops integrate and upgrade today’s modern cars, trucks and SUVs, including electric vehicles (EVs).
“Modern cars are designed with computer-monitored electrical systems, so any excess current demand may cause issues with the drivability of the vehicle,” he explains. “Our PREACT technology will allow for upgraded audio systems to be installed in modern vehicles without the excess current demands that come with traditional amplifiers.”
Interior refreshes don’t have to be expensive.
Vehicle interior upgrade projects don’t have to be viewed similarly to a total home remodel. Minor replacements and small updates can have a big effect on driver comfort and experience.
“Budget-conscious customers looking to just update their seats have really helped to sell many TMI Cruiser Collection and So-Cal Seat series,” says Ross Berlanga, director of marketing for TMI Products. “These two seat series are budget friendly, with the Cruiser Collection coming in five different vinyl colors with a few contrast color options and the So-Cal seat series offering basic black bucket seats in high or low bolster, with or without headrests.”
Like everyone, interior product customers are searching for high quality and lower costs.
“Price has a major influence on consumer decision making for interior products,” says Emily Humphrey, marketing manager for Husky Liners. “We strive to provide the best quality product possible at an affordable price.”
Customer education may be required.
Love warns against shops believing that drivers are aware of all the available options and what the best fit might be for their particular project.
“Customers are looking for information from shops they trust to help them get the right parts the first time,” he says.
A common misconception is that everything must remain original, adds Ladina.
“There are so many new options in dashboards, steering columns, gauges and steering wheels that upgrading to modern options is desirable and a great way to personalize the customer’s ride,” she notes.
Just because a factory interior has a working component doesn’t mean there isn’t an aftermarket upgrade available to improve aesthetics or functionality
“A common misconception about floor liners is that the customer already has floor liners and may not understand the benefits of upgrading,” Humphrey notes.
Quality upgrades enhance the everyday experience.
With their main focus turned inward, drivers want interior products that won’t quickly fade, wear or break.
“Our seat series are made in-house using top technology, including molded foam, mandrel-bent tubed frames and automotive-grade vinyls,” says Berlanga.
Shop education may also be required.
Digos explains that successful shops will understand how modern vehicle electrical systems are designed, particularly since 48V electrical systems will be coming to all the major car manufacturers soon.
“It’s important to understand the limitations of those and know what aftermarket products are compatible with this new architecture,” he notes.
Different customization levels offer something for everyone.
From minor tweaks to full re-dos, offering different interior customization levels helps shops meet a variety of customer needs.
“The Cruiser Collection and So-Cal seat series have been selling well with their classic styling, competitive pricing and high quality,” says Berlanga from TMI Products. “If your customer has a longer lead time and wants something more custom, then a complete TMI interior could be the perfect solution, with almost endless options to choose from all shipped in a box right to your shop.”
Product and trend awareness helps shops keep pace with market changes.
Love from Vintage Air says one way professionals can maximize interior component sales is by staying up to date on the latest new products from the performance aftermarket.
“When you are busy running day-to-day operations, it’s difficult to take the time to be informed—but it’s essential,” he believes. “Publications like THE SHOP’s e-newsletter and press releases from manufacturers are great ways to find new options to offer customers.”
Understanding product features helps sales teams make a logical pitch.
“Outline the benefits of upgrading floor liners,” says Humphrey. “Ours are laser-fit, easier to clean, provide more comfort and Husky Liners floor liners have a Limited Lifetime Warranty.”
Suppliers will have the parts and information needed to create a quality interior upgrade, says Digos from Modus.
“Work with your audio vendors closely,” he says. “Make sure they offer ongoing training and their products are compatible with the modern vehicles you’re seeing in your shop.”
Familiarizing themselves with available options allows professionals to help customers select the design that best fits their dream car, says Ladina from Flaming River Industries.
“Whether it’s a key column, push-start column, key in the dash or Swipee column depends on the overall setup the customer is looking to achieve,” she explains. “A shop is instrumental in helping the customer select and install the perfect choice.”
INTERIOR PRODUCTS
HOT PRODUCT: Swipee Deluxe Tilt Steering Column
FEATURES & BENEFITS: Adaptable to many vehicles; provides popular options used in 1980s cars and trucks including high- and low-beam, wipers and cruise control on the steering column while maintaining an aesthetically pleasing interior look; different finishes available.
Flaming River Industries Inc.
Jeanette Ladina
President
HOT PRODUCTS: Weatherbeater Floor Liners
FEATURES & BENEFITS: Provide all-weather protection for vehicle interiors; laser-measured to work with the company’s FormFit Design to give cars, trucks, vans or SUVs an ultra-clean look; easy to clean.
Husky Liners
Emily Humphrey
Marketing Manager
HOT PRODUCTS: Mezzo Series Amplifiers
FEATURES & BENEFITS: For automotive and marine applications; patented PREACT current averaging technology allows operation in voltage ranges between 9-58 VDC; patented ACTEQ technology compares and adjusts input and output signals and monitors temperatures.
Modus
Jason Digos
Senior Sales Trainer
HOT PRODUCTS: TMI Bucket Seats
FEATURES & BENEFITS: Purpose-built using molded foam with dense cells that won’t break down over time; mandrel-bent 1-inch tubing for strength; a variety of covering materials available, including OE vinyls, premium vinyls, standard leathers and premium leathers.
TMI Products
Ross Berlanga
Director of Marketing
HOT PRODUCT: Big 3 Control Panel Kit
FEATURES & BENEFITS: Operates any of our Gen IV or Gen V climate control systems; billet aluminum bezel; injection molded knobs; high-quality, OEM-feel rotary potentiometers to operate blower speed, temperature and air delivery; LED backlighting with blue A/C On indicator.
Vintage Air
Rick Love
President
