RLC Truck and Auto Accessories: Honesty is the Best Policy
Brett Cruser’s brutal honesty may get him into hot water sometimes, but as the owner of RLC Truck and Auto Accessories, the trait is an essential business strategy. Cruser wants to ensure every customer who visits his shop in Columbus, Indiana makes a buying decision that’s right for them.
“When I go somewhere to shop for something, I want an expert opinion. I want to be educated. So that’s what I try to do—make sure people understand why they want to do something, or why they want to build a truck this way or that way,” says Cruser. “I try to educate customers on why they’re making a decision instead of just trying to sell them something.”
Good Advice
Cruser’s commitment to honesty is directly tied to his desire to provide the best service. This often means using his expertise and feedback to steer patrons away from buying accessories that might not be best for their vehicle’s long-term plans. For example, he wouldn’t recommend getting new wheels and tires if you want to get a lift kit down the road.
“I usually try to get people to think more long-term instead of just buying something to satisfy them right now,” he says. “We try to pinpoint what the end goal is for the truck to help customers buy products in the right order. They understand that I have their best interests in mind at that point because I didn’t let them spend $3,000 on tires and wheels when they really needed to do something else first.”
Beyond Bed Liners
Cruser’s no-nonsense tactics have paid off. RLC Truck and Auto Accessories—the full-service restyling shop he purchased in 2007—has experienced exponential growth in the past 14 years. With new products, expanded services, and a fresh location, customers from those early days might not recognize the place today.
Originally called Rhino Linings of Columbus, the shop was started by Martin Harriman in the 1990s and primarily specialized in selling spray-on bedliners, bug shields, nerf bars, and truck bed covers. Cruser, who began as a salesperson, expanded the shop’s offerings when he took over as owner to include more accessories and customized services—from the installation of wheels and tires, lift kits, and auxiliary lighting to rust proofing and window tinting.
“We do pretty much everything,” he says. “That’s been instrumental to our growth for sure.”
In 2009, Cruser moved into a larger space, expanding his square footage from 4,000 to 6,000 square feet. In 2017, he finalized construction on a 11,000 sq.-ft. facility, complete with a 2,000 sq.-ft. showroom, which became the new home for RLC Truck and Auto Accessories.
The transition from Rhino Linings of Columbus to RLC is the result of a 2014 rebrand in an effort to be more inclusive of all the services on offer. The name is a nod to the company’s beginnings. It also happens to be the initials of Cruser’s mother, Roberta Lynn Cruser, a fellow truck enthusiast who works at the shop.
“She was instrumental in me getting into this business and absolutely is an integral part of the day-to-day operations. It just felt like the right name,” he says.
All of the Big Brands
Cruser’s mother is one of seven team members on staff at RLC, which completes about 10 to 15 jobs per day. The vehicles that come through the shop typically aren’t daily drivers. Rather, most of its customers—who are usually between the age of 35 and 65—make aftermarket upgrades to their third or fourth vehicle.
“Customers will basically take them home to keep in the garage. They are fair-weather vehicles that they don’t drive all the time,” Cruser says.
As for local dealerships, Cruser says the relationship is one of both cooperation and competition. While RLC offers restyling services for seven dealerships in the Columbus area, many of these businesses sell the same types of parts and accessories as factory add-ons. Nonetheless, RLC still installs about three to five Rhino Linings bed liners per day, with customers often reaching for complementary products at time of purchase.
The shop proudly carries more than 500,000 accessories from hundreds of brands. With an eye toward quality partnerships, Cruser highlights Wheel Pros and its subsidiary ReadyLift Suspensions, Rough Country, Toyo Tires, Nitto Tires, AMP Research, and the Truck Hero brands.
“We feel like if we stick with the more major brands, the better product support we’re going to have,” he says. “It’s easier to call to get a part if we need one without grief or going through a million hoops to get warranty stuff taken care of.”
Like many automotive shops, RLC experienced an uptick in sales in 2020 due to the COVID-19 pandemic, when in turn, many aftermarket manufacturers endured shortages. Luckily, Cruser’s well-established relationships with vendors helped him acquire products and continue business as usual.
“Being able to get product quickly, get it installed quickly and be here for you if you need something is my bread and butter,” says Cruser. “Anybody can sell parts, but customer service is a dying thing everywhere.”
The End Game
Cruser’s experience with his own vehicles is also key to helping customers drive off the lot in ones they are happy with. In fact, he currently has a 2019 Ford with a 4-inch FabTech lift, 37-inch tires on FUEL Wheels, and AMP Research power steps.
“I’m a big car guy, so a customer can pull in and I can see their vehicle in 30 seconds and know what I would do to it,” he says. “It’s easy for me, but it’s hard when you don’t do it every day to envision what things are going to look like.”
When it comes to upcoming trends, Cruser thinks the release of the highly accessorized 2021 Ford Bronco, scheduled to arrive at dealerships this summer, will convert some longtime Jeep fans. “I think it’ll have good following,” he says. “It won’t take over, but it may take a few of guys out of the Jeeps and put them in Broncos.”
While Cruser is wary of electric vehicles and the subsequent issues that may accompany them, he points to a current customer who shifted to a Jeep Wrangler 4xe. The hybrid off-roader with both electric and gas capabilities is anticipated to arrive at dealerships in 2021.
“It will be interesting to see if we can lift them [like we do with other vehicles],” he says. “The more sophisticated vehicles get, the more issues we see as far as sensors and things like that.”
As for the future of the business, the strength of the RLC brand and the need for its services in cities surrounding Columbus often inspires Cruser to think about opening new stores. Until he’s 100 percent convinced it’s worth the effort, though, he’s happy riding the wave for now. And that’s the truth.
RLC Truck and Auto Accessories
4515 Progress Dr, Columbus, IN 47201
(812) 378-9040
www.rlctruck.com
