A recent article in the St. Pete Catalyst quoted Skar Founder Keven Schlenker, as stating that Skar will top $100 million this year in revenue, a remarkable feat for a relatively young company.
Skar launched in 2012. It has established itself as a key brand in lower end car audio amplifiers and speakers that are sold directly to consumers. Skar parted ways with dealer distribution a few years ago, with dealers saying the margins were too slim.
Skar’s mark on the industry has lead some suppliers to seek to emulate its model. We know of at least two car audio companies who are now planning to offer separate low cost car audio lines to be sold direct to consumers, in addition to their traditional dealer-focused lines.
Many in the industry questioned the $100 million figure for Skar sales. This would give the company 3 to 5 percent of the US market by Skar’s own calculations, based on Global Market Insights’ figures. It would place Skar above some well established leading brands in market share.
Bryce Smith, Skar VP Finance, however confirmed the $100 million estimate. When asked if it included any general car audio distribution of other brands as well, he said, “The $100M in projected revenue for 2023 is all Skar – all direct-to-consumer sales of Skar product.”
Skar advertises heavily on social media to the tune of $30,000 a day on Facebook alone, according to the Catalyst article. Smith said the total social media budget varies. “The breakdown of our advertising is fluid with daily spend between various channels (Google, Facebook, Amazon, eBay, etc.) being roughly 30-50K.”
Does Skar plan to branch into any new areas? Smith said it hopes to expand its marine audio offerings and become a one-stop-shop for car audio.
Skar’s demographic is not limited to the youth market, Smith said. “If you are asking if we think our target customer is a ‘young’ person, I would say that we do not have any strong indication that that is the case. Our customers are a diverse population and would probably best be described categorically as ‘do-it-yourselfer’s….”
For more on the founding of Skar and its operations, read the St. Pete Catalyst article here.
Thats a pretty rwisted way of thinking. Prices would be higher which is why they dnt do that snd any shop I personally know would charge normal install prices regardless if you bring your own equipment or buy theirs. Your logic is a great way to lose potential customers and I hope anybody that comes to you shops around 1st
Great work Skar. Keep up the great work with a great product. You have shown that you don’t need to spend thousands for a kickass system to rattle storefront windows and piss people off from a block away
I’m a satisfied customer ✅
There are many opinions about Skar, but since they are not supporting retailers at any level, the least we can do is refuse to install the stuff. Obviously if you have to make a choice between eating for the day and installing it, then go for it. And if you can absolutely rape them on installation charges and make the same amount of money as if they had purchased from you in the first place, then do that as well, but first try to sell them the right product.
Thats a pretty twisted way of thinking. Prices would be higher which is why they dnt do that snd any shop I personally know would charge normal install prices regardless if you bring your own equipment or buy theirs. Your logic is a great way to lose potential customers and I hope anybody that comes to you shops around 1st
I think we all know what demographic Skar has captured… the cheap-o customer who doesn’t want to spend any money and doesn’t care about quality. They’ve been as bad for the 12v industry as BOSS in my opinion.
Really? I’ve had Mtx, Rockford, JL Audio and I would pick Skar every time. I’ve never had a Sub hit as hard as my Evl12. Best investment I’ve ever made and I have had it for 5 years now and hitting 111 dbs on one 12
Or for budget builds. Not everybody is able to drop 1k+ on 1 sub. I for 1 have never ran skar until my most recent build and every speaker I have is skar and it’s crystal clear and loud af. I’m 100% satisfied and I’ve been in car audio for 25 years. I guarantee you I can sit next to a sundown build a jl build a Rockford build and so on and and be just as loud or louder and sound just as good or better. Ain’t a company out there making subs mids highs or amps Tha tshould be chargi.g the prices they are a damn 1k dollar sub prolly cost them 100 to build
This PR initiative, is frankly rather amusing. Projections and estimates are not a data-point of fact — Confident we can all agree ‘that’s a fact’…
I stand corrected on the math and did not put enough zeros into the Casio.
Let’s do some math here. $100 million per year is about $28,000 per day in sales. How can you be spending as much as claimed on daily advertising?
you may wanna check your math…..it’s more like $273k/day…..so yeah you can spend 10-12% of your annual sales in advertising.
30,000.00 a day on Facebook alone? A day….?
i can see…..their ads fill my fb feed no matter how many times i try to cancel them! just shows how many times a day in the shop my phone hear someone mention their name!