Wilsonville typically stocks 25 to 30 customized Subarus in its inventory, which might include such noncrossover offerings as Imprezas, Legacys and WRX/WRX STIs. The store's various departments participate in deciding what to customize and how, including parts and service, marketing and even customer relations.
"We have a lot of people who live the Subaru lifestyle here," Owens said of the dealership. "We take the cars out; we use them to see what works. And once we do, we put the accessories on the cars."
Owens himself drives an Outback with a one-and-a-half-inch lift on it with custom wheels and tires.
Wilsonville also adds ski racks, cargo baskets, mudflaps, wheel arch moldings, body side moldings, window tints and paint protection films — all before the vehicles go onto the lot.
"At the time a new vehicle arrives on the truck and is dropped off for pre-delivery inspection, we make a decision on what accessories we want to add," Owens said. "It depends on where we're at with inventory."
The customizations typically add $3,000 to $4,000 to a vehicle's price, Owens said. He credited his time at the Toyota store for identifying what works and what doesn't when it comes to customizing vehicles. "It mostly comes down to price," he said. "If you're too high-priced on something, customers are not going to buy it."
Wilsonville Subaru sells about 200 new vehicles a month and 60 to 70 used, Owens said. The store sells about 25 of the customized vehicles monthly. The accessorized models tend to have a short stay at the 90,000-square-foot store, which is the largest Subaru dealership in the U.S., in terms of square footage.
"Inventory turn is crucial with any kind of business, and you can't put a whole bunch of accessories on cars that just sit and don't turn," Owens said.
The dealership also has tied a charity element to some of its customization, similar to Subaru's Share the Love marketing campaign, featuring three different accessory packages called the Foundation Series. For each Foundation Series vehicle sold, Wilsonville Subaru donates $250 to either Mountain Wave Emergency Communications, the Oregon Surfrider Foundation or the Oregon Wildlife Foundation, depending on which package the vehicle has.