Should Shops Invest in Marketing or Infrastructure?

Sure, infrastructure and marketing are both critical to a shop’s success. But how should a shop prioritize those investments, given the choice? Two shop principals dig into the debate for this episode of Shop vs. Shop.


Josh Poulson is the principal of Auto Additions in Columbus, Ohio, which was named Restyler of the Year, 2012-’13. He currently serves on the SEMA PRO council and was named 2015-’16 Person of the Year at the 2015 SEMA Show. Auto Additions started in 1976 servicing local car dealers. The company now has two Central Ohio locations serving close to 150 car dealers, as well as the retail public. The shop offers a complete line of product upgrades, including 12-volt and appearance packages with a specific focus on the dealership segment.

Jared Cohen is the CEO of Auto Action Group Inc. in New York & New Jersey, which was named Expeditor of the Year in 2013. Coming into its 40th year in business, Auto Action Group offers a wide variety of electronics, appearance packages and financial service products, allowing it to service all departments of the new car dealer. The company specifically offers all-terrain tires, in-vehicle safety products, remote starters, paint protection film, navigation units, custom wheel painting, rim repair and much more.

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