One of our original promises and reasons for founding SOUL was to deliver fair pricing and we do that by running very lean. We do our best to fight all price increases by ordering individual components in bulk and increasing our efficiency as we go. Like all businesses we’re engaged in a daily balancing act to pay employees and bills while leaving enough money left over to continue to grow and not only offer more products, but better products – faster, with increasing levels of service. We’re not trying to push our profit margins as high as possible to take advantage of the market. We’re not driving Lamborghinis, and we’ll probably never be answering your emails from a yacht – but making people happy is our reward and that drives us and our business forward every day. We’ll continue to try and offer a premium experience at the best possible price and appreciate you choosing us to enhance your vehicles!