PAGE 2

Safety: We are all aware that safety is an important selling point that has driven many vehicle innovations in recent years. We see examples of this in the widespread adoption of airbags, anti-lock braking systems, traction controls, etc. The risk of a serious accident is greater at night than in the day. OEM lighting and vehicle manufacturers as well as aftermarket lighting manufacturers recognize this and actively seek solutions that allow lighting to contribute to a safer nighttime driving experience.

Efficiency: The push toward lower fuel consumption and sustainability requires a new level of technological innovation in all aspects of new vehicles, including lighting products.

Differentiation: Lighting has become the jewelry of the vehicle and designers increasingly use lighting to make their vehicles more attractive to consumers and to define one vehicle from another or even one brand from another.

Space & Design Flexibility: Technologies like LED tend to provide stylists and engineers with more options, both in visual appeal as well as in the space required for the lighting package.

Is Europe driving these innovations?

In many ways, this is true. New innovations tend to add cost to a vehicle, and these additional costs are more easily absorbed in higher priced vehicles. Therefore, it is not surprising that luxury vehicle manufacturers tend to take the lead in lighting innovations. German brands such as Mercedes, BMW, Audi and Porsche combined have the largest share of the U.S. luxury car market, so it is not unusual to see lighting innovations come to the U.S. on these European brands. Beyond that, the regulatory environment in Europe is such that European brands tend to adopt new technologies even though there is limited market demand initially or little financial payback. However, we do see innovative use of new technologies appear first in the U.S., such as Sylvania’s Joule product, a standardized and interchangeable LED bulb. The U.S. aftermarket also has a robust and growing demand for upgraded replacement bulbs, especially upgraded headlight bulbs.

What are some of the European lighting developments that have been introduced to the U.S.? Are these developments related mainly to headlamps, or are other vehicle lights seeing this pace of innovation?

On the front of the car we are seeing intelligent or adaptive lighting systems appear in the U.S. These are headlamps that can swivel to illuminate curves or hills, brighten at dusk, automatically dim from high beam to low beam, or make other beam pattern adjustments for specific driving conditions. There are a few luxury vehicles in the U.S. with full LED headlamps.

On the rear of the vehicle we see LED lights becoming more common, and a technology not yet in production but under review is linking forward sensors to rear lights so that they automatically illuminate when the sensors detect a vehicle in front of you is slowing down. The innovations continue inside the vehicle. Lighting manufacturers are using LEDs to differentiate and improve the interior lighting of vehicles with a variety of ambient lighting options that provide more effective glare-free illumination, and options that allows individuals to customize the color and brightness.

Does Asia and the growing automotive markets in India and China have a similar focus on lighting technology?

Generally, no. Vehicle and lighting manufacturers there are mainly focused on their low cost domestic markets. In select cases they will quickly adopt a new technology where it makes sense, such as LED signal lighting, but they are not driving lighting innovations in the same way as Europe or the U.S.

What are some of the implications among American motorists as Baby Boomers grow older?

We see significant vision challenges for the baby boomer generation, particularly with regard to nighttime driving. In a recent study conducted on behalf of Sylvania, drivers over 55 years old were the least satisfied with their ability to see at night. In fact, nearly one-fourth of drivers 55-64 and one-third of drivers 65-plus will sometimes avoid driving at night because it is too difficult for them to see. In addition, third party data shows that the issue of night vision isn’t unique to Baby Boomers, as it was found that 40 year olds needed 20 times more light than 20-year-olds to see well at night. This isn’t all that surprising, as it is generally accepted that night vision will start to markedly deteriorate for most people at around age 35. A deterioration of night vision carries with it some obvious safety concerns. Drivers need to be able to clearly see a hazard in order to avoid it. When vision is comprised, the risk of being unable to identify potential road hazards increases, and the safety of the driver, passengers and others on the road can be in jeopardy. There is also a quality of life issue. Fear of driving at night can curtail trips to visit family and friends, curtail involvement in entertainment and social activities, and perhaps even trips for essential services such as shopping for food, clothes, prescriptions and household goods. Brighter and whiter headlight bulbs can not only help improve safety, but may also contribute to a restored sense of independence and mobility.

PAGE 3

What are some of the scenarios related to whether American drivers are opting for premium lighting products or shopping based on price?

Bottom Line – safety normally trumps price. When consumers realize that night driving can be made a safer and less stressful experience with brighter and whiter bulbs, they are usually open to considering premium bulbs even though they cost more than standard products.

There are many scenarios where consumers opt for premium lighting products. Regarding headlights, it usually comes down to safety and vision, with a smaller segment buying for styling or cosmetic reasons. For those focused on safety and vision, the reasons given have a broad range:

• Close encounters with deer or other animals

• Dark or poorly illuminated suburban or country roads and those who frequent winding or hilly roads

• Concern for the safety of passengers, particularly children, or other drivers in the family, particularly younger family members who may be new drivers, or older parents who may have lost some night vision capability

• Travel often on roads shared with pedestrians or bicyclists

• Those pulling trailers and need a greater stopping distance

• Those who feel unsafe due to deteriorating night vision

• Those driving long distances, even occasionally, for children’s activities or vacations or to visit family and friends

• Those who participate in outdoor activities that often result in driving in the dark to get to or from a location, like skiers, hunters, fisherman, boaters, hikers, dirt bike riders, off-roaders and those in adult sports leagues

• Those who commute past busy schools or bus stops, or participate in the neighborhood school carpool, and are concerned about seeing children

• Those who frequently travel on highways and desire a longer field of vision to compensate for coming up on hazards too quickly to take evasive action, etc.

In the end, it all comes back to safety, but consumers articulate different scenarios depending on their driving habits and experiences.

In terms of consumers shopping based on price, we see a few trends. The unfortunately high unemployment rate and the impact on family budgets will sometimes cause consumers to choose an entry level product, or a less expensive premium option rather than the top of the line product. There are consumers with a lesser need for the features and benefits of premium lighting, such as those that live in well-lit urban centers and do not travel far outside the city, so price may be more of a factor in their decisions. But most consumes, once aware of their options, will choose some level of a premium bulb that meets their needs and desires and is compatible with their budget.

There are a smaller number of drivers, typically a younger enthusiast, but sometimes drivers of any age, where style and appearance is of greater significance who want a whiter bulb for its cosmetic appeal and benefits.

More and more consumers are also opting for premium lighting in applications other than headlights, such as back up lights. Consumers most likely to choose a premium back up or signal light bulb are those with restricted vision due to higher windows, or tinted windows, consumers with vehicles equipped with back up cameras, who pull trailers, or are just plain weary of dodging toys, bikes and garbage cans in the driveway.

We also find that most consumers will choose a long life signal bulb for non-backup applications, such as brake or turn signals. When a headlight bulb goes out, it is obvious to the driver. That isn’t always so with signal bulbs, and drivers can find themselves driving without a functioning brake bulb or position bulb for some time. They tell us that when replacing a signal bulb with a long life bulb that it gives them a certain peace of mind in knowing they usually won’t have to worry about that bulb burning out for many years.

How can a repair shop or parts store induce higher lighting sales in general?

In short, education and awareness. And that’s accomplished several ways:

(1) Most consumers are unaware that brighter and whiter bulbs even exist, so simply pointing out they have options and giving them information on the performance benefits will immediately generate higher premium sales. Our studies show that it takes an average of two minutes to assist a consumer and sell a premium product.

(2) Consumers are generally unaware that bulbs will dim over time, by as much as 20 percent in two years. So if the consumer has not changed their headlight bulb in over two years, or can’t remember the last time they changed their headlights, they will likely see an immediate improvement with new bulbs even if they only replace with standard product.

(3) It is always a good idea to replace headlight bulbs in pairs to avoid an unbalanced beam pattern that is created when just one new bulb is installed. An unbalanced illumination field is not only distracting to the driver, but also to oncoming traffic. So, it is always a good idea to suggest consumers replace both at the same time.

How can a repair shop or parts store encourage the purchase of premium light bulbs?

As noted previously, consumers generally are unaware that they have choices in headlight bulb performance, and are generally unaware of what those benefits might be. A very brief explanation of the improvements in down road vision, peripheral vision, brightness and/or whiteness will often result in the sale of a premium product. Using the icons on the front of the Sylvania blister card is a terrific aid, and means you don’t have to memorize all the facts. If the technician or counter person knows something about the consumer’s driving habits, they fit into any of the points noted above, then the message can be tailored to how the vision benefits of the premium bulb will help them address their particular dark driving issues.

How do rate the sales prospects for lighting restoration kits?

There is significant market potential for lighting restoration kits. The problem is primarily caused when the factory UV blocking agent on the face of the headlight assembly lens fails and UV light begins to degrade the lens, making it cloudy or hazy. The problem generally can start to happen when the car is about five years old, give or take a year or so depending on climate, vehicle use and storage, and make and model. There are about 150 million cars on the road that have polycarbonate lenses that are five years old or more. So the potential opportunity is huge. But, not all lighting restoration kits are created equal. To avoid a rapid re-deterioration of the lens, look for one with a UV blocking agent like the Sylvania Headlight Restoration Kit, winner of the Popular Mechanics Editor’s Choice award.

Aside from DIY demand, do restoration kits present an opportunity for shops to offer this as a do-it-for-me add-on service?

Yes, absolutely. A kit such as the Sylvania Headlight Restoration Kit comes with everything you need except water, requires no tools, and was designed to be used by inexperienced DIYers. A professional should be able to easily provide the service in less than 30 minutes. Sylvania even has a “how-to” video available on www.sylvania.com/auto and on YouTube to help the professional quickly learn the steps and techniques.

How often should a motorist be inspecting his or her lights? How can a shop or parts store encourage consumers to address this issue?

We recommend motorists inspect their headlights at least once a year. For everything but headlights, it is probably sufficient to just do a walk around to make sure all signal bulbs are operational. But that isn’t an adequate evaluation of a headlight bulb. Instead, park a short distance away from a flat surface, for example, parking five feet away from a garage door. If the two circles of light from the headlights look white and bright, you’re probably okay. But if they look yellow and dim, and it’s been two years since your last replacement, or you can’t even remember when you last replaced them, then now might be an ideal time to put in new bulbs and to consider an upgrade while you’re at it.

As for ways techs and counter personnel can encourage consumers, there are a wide variety of ways: First, headlight bulbs are a critical safety element of your car and nighttime driving, and as such deserve regular preventative maintenance rather than leaving it to chance as to when a bulb might burn out. Rarely does that seem to happen at a convenient time. But more importantly, bulbs dim up to 20 percent in two years, which is a considerable level of visibility to give up. In addition, there are premium bulbs that are brighter and whiter and could contribute to a safer and less stressful night time driving experience. So I might encourage a conversation with the consumer on treating lighting as a critical safety element worthy of preventative maintenance. If you are a technician working on a customer’s car, a walk around is quick and easy. Eyeballing the color and intensity of the headlights as described above is equally simple, or comparing against a known benchmark like a car with new standard headlight bulbs or premium bulbs.

Parts store personnel can use seasonal promotions as a lead in to consumers that they consider evaluating and changing their headlight bulbs. They may have sales aids such as planogram signage or counter mats or screen savers they can refer to, or they can place an off-shelf display of headlight bulbs in high traffic areas, especially during the fall and winter when sales will spike; use direct mail or email campaigns tied to calendar events such as back to school, first day of fall, daylight savings, October National Headlight Safety Month, April Car Care Month, annual vehicle safety or emissions inspections, etc. If they offer an on-line maintenance tracker to consumers or if they track repairs for the consumer, they can set a flag to consider headlight bulb replacement every two years. They can offer to change the bulbs out for the consumer with the purchase of a pair of premiums. We’ve also seen effective cross-selling with wipers and helping consumers to improve their overall vision with new bulbs and wipers. They can use a source such as the Sylvania website to help consumers see and understand the differences in standard and premium bulbs.

Is lighting a topic that lends itself to a presence on online social media sites?

Yes, because too many drivers are uncomfortable driving at night and too many find it to be a stressful event, and many will turn to the Internet and social media platforms for help. In fact, according to our research, about 37 million drivers will sometimes avoid driving at night because it is too difficult to see. Their night driving experiences could be made more comfortable, they could drive with more confidence, and they would have an opportunity for a safer driving experience with premium bulbs, but many consumers don’t know they exist. Using YouTube to search for videos or logging on to specific chatrooms or forums could help them understand they have options, and even show them how easy it can be to install a bulb. Also, our consumer research tells us that many consumers like to research premium bulbs online. Social media may be an effective means of either delivering the info they seek, or providing them an avenue to other online sources of information such as the Sylvania website.

Are there recognizable lighting purchase trends related to demographics, such as urban vs. rural, economic level or selected regions of the country?

The response is really two-fold. No, in the sense that there are about 200 million licensed drivers in the U.S. and about 240 million registered vehicles, so there is a wide, universal need for lighting products regardless of age, income, region, or economic level. But there are trends related to premium lighting, and they tend to be more lifestyle-oriented. Those that work on their vehicles as much for enjoyment and a sense of accomplishment as for a means of saving money and ensuring “the job is done right” are most receptive to premium lighting. They are usually men, though not exclusively so. In fact, overall we find that women are just as receptive to the benefits of premium lighting as men, just as interested in the safety benefits, and in some cases more so than men, but they are also more likely to have a significant other, a friend or family member, or a trusted mechanic do the installation for them. Parents are generally more receptive than people without children, even if the children have left the nest. Fathers like premium lighting for themselves and their families.

We see a significant level of interest from single or divorced women who perhaps have a heightened sense of risk when driving at night, either when alone or with their children. Interest and receptivity seems to really jump up once a driver enters their later 20s or early 30s and remains quite strong up through the 60s, though in our study even 59 percent of the youngest drivers (18-24) reported that they feel safer with brighter headlights. Suburban or rural drivers were more receptive than those that live in well-lit cities, unless those city dwellers had reason to drive out into the country. Income can be a bit of a factor with premium lighting, though the safety card will trump a higher price even with many lower income consumers, so counter staff shouldn’t let economic status deter you away from good customer service and making the offer. While interest in premium lighting may be slightly stronger in some groups vs. others, we find that there is broad interest in taking steps to create a safer night time driving experience.

Do lighting products see an up-tick in sales related to the approach of longer nights in the fall and early winter?

Yes, for headlights. Headlight sales do typically have a seasonal pattern, ramping up in the fall, peaking in the winter, and hitting the low part of the curve in the early summer. But there are exceptions and opportunities in the lower sales months. We like to encourage consumers to evaluate and/or change their headlights in the fall, before the really nasty winter weather sets in. No one wants to be reaching inside of a cold engine compartment to change bulbs on a frigid winter day. We also know that miles driven tends to pick up in the summer as people become more active, go on vacation, etc. If the consumer hasn’t changed their bulbs in the fall or winter, doing it in the spring before the summer road trip season might be a good idea. Signal bulbs tend to be not quite as cyclical as headlights.

There seems to be a good amount of lighting technology on the market. What is the scope of recommended product lines that a shop should have on the shelves?

There are about eight halogen part numbers that will provide almost 100 percent market coverage. The same is true for HID part numbers. Within the halogen technology, a shop should have a standard or entry level product plus at least three to five premium options at increasing price points and at increasing levels of performance. That gives consumers a full range of “good-better-best” options to choose from.

Does a shop stand to lose a sale if they don’t have a particular lighting product on hand, or are customers willing to wait for a particular lighting product?

Our research indicates that 90 percent or so of consumers still wait for a bulb to burn out before replacing it. While that number goes down each year as more consumers change before burnout, today that means for nine out of ten consumers, their need is immediate. If a shop or parts store doesn’t have what they need, or want, by part number or by performance level, the sale could be lost. We’ve also become aware through our research that most consumers want a bulb from a manufacturer they know and trust, like Sylvania. Most see lighting as an important safety item, and they want a product they can depend on and trust. In fact, many assume that when a technician offers to replace a bulb that they are getting a quality bulb from a trusted brand, and they could be disappointed in the service they received if they learn the replacement bulb came from an unexpected source. So it pays to have a conversation with the consumer regarding the brand and performance level of the new bulb. If a customer does not have an immediate need, though perhaps inconvenienced, they are more willing to wait for exactly the product they desire – though the shop risks having that customer find their desired bulb somewhere else.

For more information, visit www.sylvania.com/auto.

PAGE 2

Safety: We are all aware that safety is an important selling point that has driven many vehicle innovations in recent years. We see examples of this in the widespread adoption of airbags, anti-lock braking systems, traction controls, etc. The risk of a serious accident is greater at night than in the day. OEM lighting and vehicle manufacturers as well as aftermarket lighting manufacturers recognize this and actively seek solutions that allow lighting to contribute to a safer nighttime driving experience.

Efficiency: The push toward lower fuel consumption and sustainability requires a new level of technological innovation in all aspects of new vehicles, including lighting products.

Differentiation: Lighting has become the jewelry of the vehicle and designers increasingly use lighting to make their vehicles more attractive to consumers and to define one vehicle from another or even one brand from another.

Space & Design Flexibility: Technologies like LED tend to provide stylists and engineers with more options, both in visual appeal as well as in the space required for the lighting package.

Is Europe driving these innovations?

In many ways, this is true. New innovations tend to add cost to a vehicle, and these additional costs are more easily absorbed in higher priced vehicles. Therefore, it is not surprising that luxury vehicle manufacturers tend to take the lead in lighting innovations. German brands such as Mercedes, BMW, Audi and Porsche combined have the largest share of the U.S. luxury car market, so it is not unusual to see lighting innovations come to the U.S. on these European brands. Beyond that, the regulatory environment in Europe is such that European brands tend to adopt new technologies even though there is limited market demand initially or little financial payback. However, we do see innovative use of new technologies appear first in the U.S., such as Sylvania’s Joule product, a standardized and interchangeable LED bulb. The U.S. aftermarket also has a robust and growing demand for upgraded replacement bulbs, especially upgraded headlight bulbs.

What are some of the European lighting developments that have been introduced to the U.S.? Are these developments related mainly to headlamps, or are other vehicle lights seeing this pace of innovation?

On the front of the car we are seeing intelligent or adaptive lighting systems appear in the U.S. These are headlamps that can swivel to illuminate curves or hills, brighten at dusk, automatically dim from high beam to low beam, or make other beam pattern adjustments for specific driving conditions. There are a few luxury vehicles in the U.S. with full LED headlamps.

On the rear of the vehicle we see LED lights becoming more common, and a technology not yet in production but under review is linking forward sensors to rear lights so that they automatically illuminate when the sensors detect a vehicle in front of you is slowing down. The innovations continue inside the vehicle. Lighting manufacturers are using LEDs to differentiate and improve the interior lighting of vehicles with a variety of ambient lighting options that provide more effective glare-free illumination, and options that allows individuals to customize the color and brightness.

Does Asia and the growing automotive markets in India and China have a similar focus on lighting technology?

Generally, no. Vehicle and lighting manufacturers there are mainly focused on their low cost domestic markets. In select cases they will quickly adopt a new technology where it makes sense, such as LED signal lighting, but they are not driving lighting innovations in the same way as Europe or the U.S.

What are some of the implications among American motorists as Baby Boomers grow older?

We see significant vision challenges for the baby boomer generation, particularly with regard to nighttime driving. In a recent study conducted on behalf of Sylvania, drivers over 55 years old were the least satisfied with their ability to see at night. In fact, nearly one-fourth of drivers 55-64 and one-third of drivers 65-plus will sometimes avoid driving at night because it is too difficult for them to see. In addition, third party data shows that the issue of night vision isn’t unique to Baby Boomers, as it was found that 40 year olds needed 20 times more light than 20-year-olds to see well at night. This isn’t all that surprising, as it is generally accepted that night vision will start to markedly deteriorate for most people at around age 35. A deterioration of night vision carries with it some obvious safety concerns. Drivers need to be able to clearly see a hazard in order to avoid it. When vision is comprised, the risk of being unable to identify potential road hazards increases, and the safety of the driver, passengers and others on the road can be in jeopardy. There is also a quality of life issue. Fear of driving at night can curtail trips to visit family and friends, curtail involvement in entertainment and social activities, and perhaps even trips for essential services such as shopping for food, clothes, prescriptions and household goods. Brighter and whiter headlight bulbs can not only help improve safety, but may also contribute to a restored sense of independence and mobility.

PAGE 3

What are some of the scenarios related to whether American drivers are opting for premium lighting products or shopping based on price?

Bottom Line – safety normally trumps price. When consumers realize that night driving can be made a safer and less stressful experience with brighter and whiter bulbs, they are usually open to considering premium bulbs even though they cost more than standard products.

There are many scenarios where consumers opt for premium lighting products. Regarding headlights, it usually comes down to safety and vision, with a smaller segment buying for styling or cosmetic reasons. For those focused on safety and vision, the reasons given have a broad range:

• Close encounters with deer or other animals

• Dark or poorly illuminated suburban or country roads and those who frequent winding or hilly roads

• Concern for the safety of passengers, particularly children, or other drivers in the family, particularly younger family members who may be new drivers, or older parents who may have lost some night vision capability

• Travel often on roads shared with pedestrians or bicyclists

• Those pulling trailers and need a greater stopping distance

• Those who feel unsafe due to deteriorating night vision

• Those driving long distances, even occasionally, for children’s activities or vacations or to visit family and friends

• Those who participate in outdoor activities that often result in driving in the dark to get to or from a location, like skiers, hunters, fisherman, boaters, hikers, dirt bike riders, off-roaders and those in adult sports leagues

• Those who commute past busy schools or bus stops, or participate in the neighborhood school carpool, and are concerned about seeing children

• Those who frequently travel on highways and desire a longer field of vision to compensate for coming up on hazards too quickly to take evasive action, etc.

In the end, it all comes back to safety, but consumers articulate different scenarios depending on their driving habits and experiences.

In terms of consumers shopping based on price, we see a few trends. The unfortunately high unemployment rate and the impact on family budgets will sometimes cause consumers to choose an entry level product, or a less expensive premium option rather than the top of the line product. There are consumers with a lesser need for the features and benefits of premium lighting, such as those that live in well-lit urban centers and do not travel far outside the city, so price may be more of a factor in their decisions. But most consumes, once aware of their options, will choose some level of a premium bulb that meets their needs and desires and is compatible with their budget.

There are a smaller number of drivers, typically a younger enthusiast, but sometimes drivers of any age, where style and appearance is of greater significance who want a whiter bulb for its cosmetic appeal and benefits.

More and more consumers are also opting for premium lighting in applications other than headlights, such as back up lights. Consumers most likely to choose a premium back up or signal light bulb are those with restricted vision due to higher windows, or tinted windows, consumers with vehicles equipped with back up cameras, who pull trailers, or are just plain weary of dodging toys, bikes and garbage cans in the driveway.

We also find that most consumers will choose a long life signal bulb for non-backup applications, such as brake or turn signals. When a headlight bulb goes out, it is obvious to the driver. That isn’t always so with signal bulbs, and drivers can find themselves driving without a functioning brake bulb or position bulb for some time. They tell us that when replacing a signal bulb with a long life bulb that it gives them a certain peace of mind in knowing they usually won’t have to worry about that bulb burning out for many years.

How can a repair shop or parts store induce higher lighting sales in general?

In short, education and awareness. And that’s accomplished several ways:

(1) Most consumers are unaware that brighter and whiter bulbs even exist, so simply pointing out they have options and giving them information on the performance benefits will immediately generate higher premium sales. Our studies show that it takes an average of two minutes to assist a consumer and sell a premium product.

(2) Consumers are generally unaware that bulbs will dim over time, by as much as 20 percent in two years. So if the consumer has not changed their headlight bulb in over two years, or can’t remember the last time they changed their headlights, they will likely see an immediate improvement with new bulbs even if they only replace with standard product.

(3) It is always a good idea to replace headlight bulbs in pairs to avoid an unbalanced beam pattern that is created when just one new bulb is installed. An unbalanced illumination field is not only distracting to the driver, but also to oncoming traffic. So, it is always a good idea to suggest consumers replace both at the same time.

How can a repair shop or parts store encourage the purchase of premium light bulbs?

As noted previously, consumers generally are unaware that they have choices in headlight bulb performance, and are generally unaware of what those benefits might be. A very brief explanation of the improvements in down road vision, peripheral vision, brightness and/or whiteness will often result in the sale of a premium product. Using the icons on the front of the Sylvania blister card is a terrific aid, and means you don’t have to memorize all the facts. If the technician or counter person knows something about the consumer’s driving habits, they fit into any of the points noted above, then the message can be tailored to how the vision benefits of the premium bulb will help them address their particular dark driving issues.

How do rate the sales prospects for lighting restoration kits?

There is significant market potential for lighting restoration kits. The problem is primarily caused when the factory UV blocking agent on the face of the headlight assembly lens fails and UV light begins to degrade the lens, making it cloudy or hazy. The problem generally can start to happen when the car is about five years old, give or take a year or so depending on climate, vehicle use and storage, and make and model. There are about 150 million cars on the road that have polycarbonate lenses that are five years old or more. So the potential opportunity is huge. But, not all lighting restoration kits are created equal. To avoid a rapid re-deterioration of the lens, look for one with a UV blocking agent like the Sylvania Headlight Restoration Kit, winner of the Popular Mechanics Editor’s Choice award.

Aside from DIY demand, do restoration kits present an opportunity for shops to offer this as a do-it-for-me add-on service?

Yes, absolutely. A kit such as the Sylvania Headlight Restoration Kit comes with everything you need except water, requires no tools, and was designed to be used by inexperienced DIYers. A professional should be able to easily provide the service in less than 30 minutes. Sylvania even has a “how-to” video available on www.sylvania.com/auto and on YouTube to help the professional quickly learn the steps and techniques.

How often should a motorist be inspecting his or her lights? How can a shop or parts store encourage consumers to address this issue?

We recommend motorists inspect their headlights at least once a year. For everything but headlights, it is probably sufficient to just do a walk around to make sure all signal bulbs are operational. But that isn’t an adequate evaluation of a headlight bulb. Instead, park a short distance away from a flat surface, for example, parking five feet away from a garage door. If the two circles of light from the headlights look white and bright, you’re probably okay. But if they look yellow and dim, and it’s been two years since your last replacement, or you can’t even remember when you last replaced them, then now might be an ideal time to put in new bulbs and to consider an upgrade while you’re at it.

As for ways techs and counter personnel can encourage consumers, there are a wide variety of ways: First, headlight bulbs are a critical safety element of your car and nighttime driving, and as such deserve regular preventative maintenance rather than leaving it to chance as to when a bulb might burn out. Rarely does that seem to happen at a convenient time. But more importantly, bulbs dim up to 20 percent in two years, which is a considerable level of visibility to give up. In addition, there are premium bulbs that are brighter and whiter and could contribute to a safer and less stressful night time driving experience. So I might encourage a conversation with the consumer on treating lighting as a critical safety element worthy of preventative maintenance. If you are a technician working on a customer’s car, a walk around is quick and easy. Eyeballing the color and intensity of the headlights as described above is equally simple, or comparing against a known benchmark like a car with new standard headlight bulbs or premium bulbs.

Parts store personnel can use seasonal promotions as a lead in to consumers that they consider evaluating and changing their headlight bulbs. They may have sales aids such as planogram signage or counter mats or screen savers they can refer to, or they can place an off-shelf display of headlight bulbs in high traffic areas, especially during the fall and winter when sales will spike; use direct mail or email campaigns tied to calendar events such as back to school, first day of fall, daylight savings, October National Headlight Safety Month, April Car Care Month, annual vehicle safety or emissions inspections, etc. If they offer an on-line maintenance tracker to consumers or if they track repairs for the consumer, they can set a flag to consider headlight bulb replacement every two years. They can offer to change the bulbs out for the consumer with the purchase of a pair of premiums. We’ve also seen effective cross-selling with wipers and helping consumers to improve their overall vision with new bulbs and wipers. They can use a source such as the Sylvania website to help consumers see and understand the differences in standard and premium bulbs.

Is lighting a topic that lends itself to a presence on online social media sites?

Yes, because too many drivers are uncomfortable driving at night and too many find it to be a stressful event, and many will turn to the Internet and social media platforms for help. In fact, according to our research, about 37 million drivers will sometimes avoid driving at night because it is too difficult to see. Their night driving experiences could be made more comfortable, they could drive with more confidence, and they would have an opportunity for a safer driving experience with premium bulbs, but many consumers don’t know they exist. Using YouTube to search for videos or logging on to specific chatrooms or forums could help them understand they have options, and even show them how easy it can be to install a bulb. Also, our consumer research tells us that many consumers like to research premium bulbs online. Social media may be an effective means of either delivering the info they seek, or providing them an avenue to other online sources of information such as the Sylvania website.

Are there recognizable lighting purchase trends related to demographics, such as urban vs. rural, economic level or selected regions of the country?

The response is really two-fold. No, in the sense that there are about 200 million licensed drivers in the U.S. and about 240 million registered vehicles, so there is a wide, universal need for lighting products regardless of age, income, region, or economic level. But there are trends related to premium lighting, and they tend to be more lifestyle-oriented. Those that work on their vehicles as much for enjoyment and a sense of accomplishment as for a means of saving money and ensuring “the job is done right” are most receptive to premium lighting. They are usually men, though not exclusively so. In fact, overall we find that women are just as receptive to the benefits of premium lighting as men, just as interested in the safety benefits, and in some cases more so than men, but they are also more likely to have a significant other, a friend or family member, or a trusted mechanic do the installation for them. Parents are generally more receptive than people without children, even if the children have left the nest. Fathers like premium lighting for themselves and their families.

We see a significant level of interest from single or divorced women who perhaps have a heightened sense of risk when driving at night, either when alone or with their children. Interest and receptivity seems to really jump up once a driver enters their later 20s or early 30s and remains quite strong up through the 60s, though in our study even 59 percent of the youngest drivers (18-24) reported that they feel safer with brighter headlights. Suburban or rural drivers were more receptive than those that live in well-lit cities, unless those city dwellers had reason to drive out into the country. Income can be a bit of a factor with premium lighting, though the safety card will trump a higher price even with many lower income consumers, so counter staff shouldn’t let economic status deter you away from good customer service and making the offer. While interest in premium lighting may be slightly stronger in some groups vs. others, we find that there is broad interest in taking steps to create a safer night time driving experience.

Do lighting products see an up-tick in sales related to the approach of longer nights in the fall and early winter?

Yes, for headlights. Headlight sales do typically have a seasonal pattern, ramping up in the fall, peaking in the winter, and hitting the low part of the curve in the early summer. But there are exceptions and opportunities in the lower sales months. We like to encourage consumers to evaluate and/or change their headlights in the fall, before the really nasty winter weather sets in. No one wants to be reaching inside of a cold engine compartment to change bulbs on a frigid winter day. We also know that miles driven tends to pick up in the summer as people become more active, go on vacation, etc. If the consumer hasn’t changed their bulbs in the fall or winter, doing it in the spring before the summer road trip season might be a good idea. Signal bulbs tend to be not quite as cyclical as headlights.

There seems to be a good amount of lighting technology on the market. What is the scope of recommended product lines that a shop should have on the shelves?

There are about eight halogen part numbers that will provide almost 100 percent market coverage. The same is true for HID part numbers. Within the halogen technology, a shop should have a standard or entry level product plus at least three to five premium options at increasing price points and at increasing levels of performance. That gives consumers a full range of “good-better-best” options to choose from.

Does a shop stand to lose a sale if they don’t have a particular lighting product on hand, or are customers willing to wait for a particular lighting product?

Our research indicates that 90 percent or so of consumers still wait for a bulb to burn out before replacing it. While that number goes down each year as more consumers change before burnout, today that means for nine out of ten consumers, their need is immediate. If a shop or parts store doesn’t have what they need, or want, by part number or by performance level, the sale could be lost. We’ve also become aware through our research that most consumers want a bulb from a manufacturer they know and trust, like Sylvania. Most see lighting as an important safety item, and they want a product they can depend on and trust. In fact, many assume that when a technician offers to replace a bulb that they are getting a quality bulb from a trusted brand, and they could be disappointed in the service they received if they learn the replacement bulb came from an unexpected source. So it pays to have a conversation with the consumer regarding the brand and performance level of the new bulb. If a customer does not have an immediate need, though perhaps inconvenienced, they are more willing to wait for exactly the product they desire – though the shop risks having that customer find their desired bulb somewhere else.

For more information, visit www.sylvania.com/auto.