Tyler Slade, managing partner at Tim Dahle Nissan Southtowne in South Jordan, Utah, has made his store the place to buy highly customized and unique Nissan Titan pickups.
"There's emotion that comes with walking onto a lot and seeing a truck you've never seen before," he said.
To get that emotion out of potential customers, Slade's store adds lift kits, beefy tires and aggressive rims, winches and other parts onto Titans -- before anyone has bought them.
"Rather than us fighting other dealers on price, we're now in our own world," Slade said. "No one else has it. We can sell it at a premium."
Slade said his store sells about 15 unique trucks a month, at profits that are well above usual.
"We're having a hard time keeping them in stock," Slade said. Typically, there are seven specially outfitted Titans on the showroom floor. "We're taking one out [of the showroom] almost daily."