T
OP12 ME Retailer Old & New
WORDS BY MICHELLE FISHER PICS BY CHRIS CHAVEZ PHOTOGRAPHY
Learning from the very best has made all the difference for Eric Carter, who runs the car audio store his father, George, opened in 1976. When discussing the growth and success of the Cartronix store in Val- paraiso, Ind., Carter talks far more about the people he learned from than he does about himself — not only his father but also his industry mentor, Micah Williams of Sonus Car Audio in Clarksville, Tenn. Both car audio companies made
the Mobile Electronics list of Top 12 Retailers, and Williams walked
40 Mobile Electronics May—June 2013
away with the 2011–2012 industry award. But the way Carter tells it, Cartronix ended up being a winner, too, because the magazine exposure and recognition brought in more customers. This ranking is featured front and center on the company website, which proudly proclaims: “One of the top 12 mobile electron- ics retailers in the country.” “That helped to increase our business because we can use that as a selling tool,” Carter said. “We moved into a new facility last June, and our business has increased at least 20 percent since we moved. I would consider our new facility more of a large boutique show-
room with interactive displays.” No longer is he working out of the
storefront where at age 13 he would faithfully ride his 10-speed bike after school to learn his dad’s trade — as long as he finished his homework first. He spent much of his teens in the shop but has no regrets. “Many clients back then frowned upon me for being so young and working on their brand-new vehi- cles,” Carter recalled. “I have a few of those clients from the old days now that still upgrade their mobile electronics.” Serving northwest Indiana, Chi-
cago and South Bend-area clients, the company initially started out
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