RealTruck, a prominent online retailer specializing in aftermarket accessories for trucks and SUVs, has opened its first physical storefront in Rochester Hills, Michigan. This marks a significant shift for the company, which has operated solely online for several years. The new store aims to engage current and potential truck and SUV owners across the metro Detroit area.
On the evening prior to the grand opening on November 13, 2023, RealTruck hosted a preview event for employees, VIP guests, and members of the media. Attendees were given a tour of the store and introduced to various products on display. A service bay located at the back of the store allows customers to have their purchases installed by RealTruck employees. For those opting to install items themselves, each product features an easy-to-understand installation rating.
The store officially opened its doors at 11:00 AM with a unique ceremony. In lieu of a traditional ribbon-cutting, RealTruck opted for a more engaging approach that resonated with truck enthusiasts. A Chevrolet Silverado, attached to a banner, pulled away after a countdown, marking the store’s grand opening. Customers quickly entered the store, eager to explore the offerings.
Inside, several tablets are available, enabling visitors to enter their vehicle’s make and model to customize their truck or SUV with accessories available for purchase. If an item is not in stock, customers can browse RealTruck’s extensive online catalog, which features over one million accessories. The store also showcases vehicles equipped with various accessories, while large screens display stunning images of Michigan’s natural beauty and urban landscapes, including views of downtown Detroit.
Creating an Inclusive Environment
The development of the store took approximately 14 months to complete. Lauren Cleary, Senior Director of Retail at RealTruck, emphasized the store’s mission to cater to all truck and SUV owners, regardless of their experience with aftermarket modifications. “We decided this store is for everybody, so we want enthusiasts to come in and be inspired to find new things,” Cleary stated. “We also wanted to create an approachable environment for people who haven’t tried aftermarket accessories.”
Star Power at the Grand Opening
The grand opening drew significant attention, not least because it featured Calvin Johnson Jr., a Detroit Lions legend and Pro Football Hall of Famer. RealTruck unveiled a special customized truck for Johnson, adorned in colors inspired by his Nike CJ81 Trainer Max shoe. The vehicle includes custom leather seats with the CJ81 logo on the headrests.
“I wasn’t always into trucks because I was a sports car guy, but once I became a family man, I really appreciated the viability of the truck,” Johnson said. “It’s a lot of space and headroom, and I can’t see myself ever not having a truck.” His customized vehicle will be auctioned off, with proceeds benefiting the Calvin Johnson Jr. Foundation, which supports scholarships and leadership programs for at-risk youth in metro Detroit and Atlanta.
The opening of RealTruck’s storefront represents a pivotal moment for the company as it seeks to build a tangible connection with its customer base while expanding its presence in the competitive aftermarket automotive industry.
