A World of Possibilities
By John Carollo
Look to focus on long-term customer relationships instead of one-time transactions.
(Photo courtesy COBB Tuning)
The import performance market can be everything aftermarket shops need it to be.
When the World Cup was staged in the U.S. this summer, visiting soccer fans likely caught glimpses of plenty of vehicles that they already knew and loved. And with America’s burgeoning import performance market, chances are they even saw a few they wished they could take home with them. Fueled by a passionate enthusiast base and plenty of product innovations, import performance builds are equally at home on the street or track. Meanwhile, exciting innovations and a fun-to-drive mentality make the market attractive to well-rounded speed shops that know how to blend power, balance and efficiency to enhance customer enjoyment. Shops looking to serve import performance drivers will find a world of possibilities. Product suppliers can help first-timers navigate the niche with observations on market trends, sales strategies and hot new parts of global interest to sport compact fans everywhere.
STILL FAST, STILL FURIOUS
When it comes to categorizing import performance, many turn to the excitement and cultural impact of “The Fast and the Furious” movies. And that’s actually a good place to start, says Ben O’Connor, vice president of sales and marketing at Total Seal Piston Rings.
“There has been a cultural shift of a younger generation influenced by ‘The Fast and the Furious’ franchise and exposure to alternate forms of racing like drifting, road racing and rally that have traditionally been dominated by imports,” he observes. “It is the market right now. My generation grew up with GM, Ford, Dodge and Volkswagens in the family driveway. Today’s generation of high-performance enthusiasts grew up with Toyotas, Hondas, Nissans and BMWs in their driveways.”
Brandon Arpin, marketing director at Valvetronic Designs, sees an import market that’s booming right now, even in the face of a changing automotive landscape. “It seems the rest of the industry has transitioned into electric cars, SUVs, crossovers and comfortable commuter vehicles rather than cars that provide a fun driving experience,” he says. “Companies like BMW are doing something different. Especially with their M division releasing high-horsepower, daily-driven vehicles like the M3/ M4/M5. Some of these vehicles even come with manual transmissions. With these fun cars, customers come ready to upgrade to get even more out of their vehicles.”
Owners who want to push their vehicles to the limits keep the market fresh and hungry.
“The import performance market continues to thrive because many of the most popular platforms are still actively modified and raced,” says Rich Barsamian, vice president of sales and marketing for Advanced Clutch Technology. “Vehicles such as the Subaru WRX, Mitsubishi Evolution, Nissan Skyline GT-R, Honda Civic, Toyota Supra, and various BMW and Volkswagen models have strong enthusiast followings and extensive aftermarket support. In addition, younger enthusiasts are entering the market while longtime enthusiasts are restoring and upgrading iconic platforms from the 1990s and 2000s. This creates opportunities for shops to serve both modern performance builds and classic import projects.”
Cole Quinnell, from the marketing department at Flex-A-Lite, believes now is a great time to be involved in the import performance market.
“This segment is larger than it has ever been and growing. As the performance industry continues to grow, people are more openminded than ever before to vehicles beyond the traditional Big Three,” he says. “Japanese and German carmakers have produced performance models for decades and many base platforms have become very popular with builders. It’s also a reflection of motorsports expanding beyond the traditional drag racing and circle track. There are track nights all across the U.S. for drifting, road racing and auto-crossing—all sports that were exclusive and difficult to get started in just 20 years ago.”
Tim Sayers, muffler development manager for Borla Performance Industries, also sees new opportunities.
“The import performance market continues to grow,” he notes.
When it comes to serving sport compact customers, variety is a factor that’s driving the market. “Import performance continues to grow and inspire the next generation of car owners and enthusiasts,” says Krista Lane, director of marketing at Competition Clutch/Wharton Automotive Group. “From OEM Hondas to 7-second front-wheel drive classes, the market has something for everybody interested in working on cars or the performance aftermarket.”
Drilling down even more, Bridney Jordan, propriety brands product and marketing manager at Turbo Tires, explains the growth.
“The import performance market continues to grow because U.S. consumers are no longer focused solely on domestic vehicle brands,” she says. “Today’s automotive industry is highly globalized and vehicles from manufacturers such as Honda, Toyota, Subaru, Hyundai, Kia, BMW, Mercedes-Benz, Volkswagen and Audi have become a significant part of the U.S. vehicle population. Consumers are also keeping their vehicles longer and investing more in maintenance, customization and performance upgrades. Many drivers are drawn to unique vehicles that stand out from the crowd and reflect their personal style.”
Now is a great time to be involved in the import performance market because the vehicle population continues to diversify, even while lubrication requirements are becoming more specialized, says Jamie Prochnow, director, retail and commercial for AMSOIL.
“Import owners are paying closer attention to viscosity and OEM-specified performance standards, especially for turbocharged, direct-injected and high-performance vehicles. That creates an opportunity for shops to stand out by recommending premium synthetic products that meet or exceed the performance requirements of a wide range of import applications, from everyday vehicles to specialized platforms.”
The sport compact customer base is important to aftermarket installers and retailersbecause it remains highly engaged, highly educated and is willing to invest in their vehicles over the long term, says Marshall Glasgow, senior manager – digital content and event marketing at COBB Tuning.
“These customers are actively looking for reputable shops that can provide qualityinstallation, calibration expertise and longterm support. From a business standpoint,modern enthusiasts are keeping their vehicles longer and investing more into upgrading them over time,” he says. “That creates recurring revenue opportunities forshops through staged modifications, custom tuning, maintenance, troubleshooting andfuture upgrade paths. We’re also seeing growing demand for emissions-conscious performance solutions. Customers increasingly want products that deliver measurableperformance improvements while maintaining emissions compliance and street legality where applicable.”
Make sure import vehicle customers and prospective customers in your area know that your shop works on import vehicles. (Photo courtesy Borla Performance Industries)
The import performance market continues to thrive because many of the most popularplatforms are still actively modified and raced.
(Photos courtesy Advanced Clutch Technology)
Import Performance Products
HOT PRODUCTS: ACT Forged Aluminum Mod-Twin Series
FEATURES & BENEFITS: Next-generation twin-disc clutch system engineered for high-horsepower street and race vehicles; modular design allows enthusiasts to choose from organic street discs or cerametallic race 6-pad discs, along with sprung or rigid hub configurations.
--------- Advanced Clutch Technology Rich Barsamian Vice President of Sales & Marketing
HOT PRODUCTS: AMSOIL Signature Series and European Synthetic Motor Oils
FEATURES & BENEFITS: Both lines meet and exceed many unique industry and OEM specifications across Asian and European platforms; highlights include broad viscosity coverage and protectionfor turbocharged and high-output engines.
--------- AMSOIL Inc. Jamie Prochnow Director, Retail & Commercial
HOT PRODUCTS: Borla Cat-Back System 141011 for the Genesis G70
FEATURES & BENEFITS: Multiple sound control technologies that work in unison to deliver the classic Borla sound.
--------- Borla Performance Industries Tim Sayers Muffler Development Manager
HOT PRODUCTS: The COBB Accessport Platform
FEATURES & BENEFITS: Particularly popular with the Subaru WRX and Honda Civic Type R communities; serves as the foundation for a complete tuning ecosystem that supports staged upgrades, professional calibration services, diagnostics, monitoring and engagement.
--------- COBB Tuning Marshall Glasgow Senior Manager – Digital Content & Event Marketing
HOT PRODUCTS: Competition Clutch 245mm Clutch Line
FEATURES & BENEFITS: Twin-disc clutch line with organic or ceramic discs; rated for street and track, the 245mm clutches are equipped with a flywheel so installation is simple from one box; kits cover a variety of applications including 2JZ to T56 models.
--------- Competition Clutch Krista Lane Director of Marketing
HOT PRODUCTS: Flex-A-Lite Flex Wave Electric Fan Series
FEATURES & BENEFITS: Patented Flex Wave electric fans produce up to 25% more airflow without increasing amp draw or being larger in size; LoBoy versions are among the thinnest on the market; provide huge airflow in a compact space.
--------- Flex-A-Lite Cole Quinnell Marketing
HOT PRODUCTS: Gas Ported AP Rings
FEATURES & BENEFITS: Especially beneficial in boosted applications; gas porting utilizes compression chamber pressure to apply increased backpressure to the compression ring for a better seal and increased efficiency; stainless steel construction for increased reliability.
--------- Total Seal Piston Rings Ben O’Connor Vice president of Sales & Marketing
HOT PRODUCTS: Lexani Freccia GT-S and Lexani LX-Twenty Tires
FEATURES & BENEFITS: A summer performance tire with an asymmetrical shoulder design that offers grip and stability; LX-TWENTY is an Ultra-High-Performance tire that blends handling and tread life and is available in more than 120 sizes.
--------- Turbo Tires Bridney Jordan, Propriety Brands Product & Marketing Manager
HOT PRODUCTS: G80 M3/M4 Exhaust System
FEATURES & BENEFITS: Simple cat-back design transforms the driving experience and tuning capabilities of the vehicle; includes a valve controller, allowing customers to open or close their exhaust regardless of if they are in sport or comfort mode; appealing exhaust sound.
--------- Valvetronic Designs Brandon Arpin Marketing Director
HOOKED ON PERFORMANCE
Businesses looking to break into the market should know that these enthusiasts arehooked on performance.
“I think the biggest mistake shops make when dealing with the import performance customer is not taking them seriously,” says Quinnell. “They are just as legitimate a ‘car guy’ as the person coming in with a Mustang.”
Sayers also warns against “incorrectly assuming that an import vehicle owner may not be a performance enthusiast.”
O’Connor adds that most import clients are well-educated on performance paths.
“With access to information being the highest in human history, today’s performance enthusiast is more knowledgeable than ever,” he explains. “Some may even know more than the shop they are asking to do the work. What they typically lack are the resources to do the actual work. So, make sure you are up on current technologies and trends, or you risk losing better-informed customers.”
Research comes in the form of dyno videos, forum discussions and online builds, adds Glasgow.
“They often have very specific goals for their vehicle, so if a shop approaches the interaction as simply a parts sale instead of a consultation, it can create a disconnect immediately,” he reveals. “Another mistake is focusing too heavily on peak horsepower numbers without discussing the full ownership experience. Today’s customers care just as much about drivability, reliability, emissions compliance and long-term platform support as they do outright performance. The shops that perform best are the ones that educate customers and build complete upgrade plans.”
Many import performance enthusiasts are drawn to unique vehicles that stand out from the crowd and reflect their personal style. (Photos courtesy Turbo Tires)
A highly educated customer base understands the importance of custom solutions, says Prochnow.
“Many performance import owners know their vehicle’s requirements and expect shops to understand distinctions like Honda HTO-06 and specialized European OEM oil specifications. When a shop recommends products based only on viscosity without addressing the required performance standard, it can undermine trust and cause the customer to look elsewhere,” he says.
That education can also mean customers are more focused on part performance and durability rather than cost alone, notes Barsamian.
“A common mistake is assuming every customer is shopping solely based on price,”he says. “Import enthusiasts are often highly educated consumers who spend considerable time researching products, technical specifications and real-world performance results before making a purchase. Shops that focus only on price canmiss opportunities to discuss product features, installation considerations, durability, drivability and long-term value. Building trust through technical expertise often leads to stronger customer relationships and repeat business.”
Meanwhile, OEMs are offering more and more power options from the factory, which factors into component selection.
“Shops sometimes underestimate the potential power of some of these import cars,” notes Arpin. “Many times, it is assumed that an inline-six can’t make as much power as a V-8. Many of the JDM and Euro performance vehicles come with turbocharged six-cylinder and four-cylinder engines. With a tune and some bolton accessories, some of these vehicles can make upwards of 800 hp with little effort. It’s actually scary how easily these cars can be modified and how much power they can make.”
When it comes to products like tires, shops should start with OE specifications and requirements and then build on them.
“Import performance vehicles often use less common tire and wheel specifications, and there can be significant differences in tire size, load index, speed rating and noiseratings compared to standard passenger vehicles,” says Jordan. “When replacingtires, it’s important to ensure the replacement tire meets or exceeds the performanceand safety requirements of the OE tire. Failing to do so can negatively impact handling, ride quality, safety systems and overall vehicle performance. Another common oversight is ignoring staggered fitments, which are frequently found on import performance vehicles.”
For bigger projects or unfamiliar builds, shop professionals can count on product manufacturers for technical advice.
“All the employees at Competition Clutch have a project car in their garage at home,”says Lane. “We understand how important it is to receive the correct parts and helpfuladvice from the right people. The shops can rely on our technical staff to prevent anyinstallation issues.”
From OEM Hondas to 7-second front-wheel drive classes, the market has something for everyone. (Photos courtesy Competition Clutch/Wharton Automotive Group)
READY WITH PARTS & IDEAS
Depending on the type of speed shop you operate, there may be a need to highlightyour available parts and services for the sport compact crowd.
“Make sure that your import vehicle owner customers (and prospective customers) know that your shop does performance work on import vehicles,” says Sayers from Borla Performance Industries. Businesses that find success in the import performance market are prepared with parts and ideas consumers want.
“Research common issues and have the solutions ready,” says Jordan from Turbo Tires.Your sales staff and installation team should do their homework.
“Make sure you are up on current technologies and trends,” advises O’Connor from Total Seal Piston Rings, “especially in the areas of tuning and turbocharging—the latter of which is growing in popularity day by day.”
Top offerings will meet the needs of today’s customers, says Prochnow.
“One of the best ways to maximize import performance-related sales is to sell by specification, not just by viscosity. When shops can confidently match customers with AMSOIL motor oils for vehicles requiring unique OEM and industry specifications, they position themselves as trusted import specialists. That expertise helps increase customer confidence, improve retention and create opportunities to grow both engine oil and total sales.”
Asking qualifying questions at the beginning of the project will help guide solutions and avoid misunderstandings down the road, says Barsamian from Advanced Clutch Technology.
“Focus on becoming a trusted technical resource rather than simply a parts supplier. Ask customers about their torque goals, intended vehicle use, driving style and future modification plans before recommending components,” he says. “By selling complete solutions instead of individual parts, shops can increase average order values while improving customer satisfaction. Customers who receive the right combination of clutch, flywheel, drivetrain and supporting components are more likely to achieve their goals and return for future upgrades.”
Once shops know what enthusiasts want, they’ll then do well to have easy access for quick order fulfillment.
The import market is larger than ever and still growing. (Photos courtesy Flex-A-Lite)
“The biggest, most frequently missed opportunity comes from having no stock onhand,” believes Glasgow from COBB Tuning. “Be ready to make a sale when someone comes in excited to buy. It might be a normal sale for you, but this might be a big purchase that they’ve been planning and getting ready for—if you don’t have stock and someone down the road does, don’t expect them to wait and pay shipping costs. The next biggest opportunity for shops is to focus on long-term customer relationships instead of one-time transactions. Subaru and Honda enthusiasts rarely stop with a single modification. A customer who comes in for an intake or tuning solution today maylater return for intercoolers, flex fuel support, suspension upgrades, drivetrain improvements or custom calibration work. Shops that create clear upgrade paths and ongoing service opportunities tend to see significantly higher customer lifetime value.”
Meanwhile, product suppliers can help with speedy order fulfillment, says Lane.
“We understand that sometimes you can’t have all varieties of products in-house, but we have excellent drop-ship and stocking order policies that will make sure that yourcustomers are satisfied. And make sure you understand the complete Competition Clutch product catalog—we continue to grow just as you continue to grow and we can help each other.”
When stocking, think variety, says Arpin from Valvetronic Designs.
“I always recommend offering a wide assortment of brands and parts for these cars. There are so many manufacturers and brands on the import side of the car community,and each owner has a completely different preference than the next. Some people may want a specific brand or style of exhaust, a specific brand of body kit or their favorite tune. If you carry a whole line of different brands and parts, it helps yourshop tailor to the taste of any import consumer that comes in.”
And if it all gets to be too much, there’s always the opportunity to narrow your offerings, notes Quinnell from Flex-A-Lite.
“The biggest challenge with the import performance market is how segmented it is—it’s hard to be an expert in the multiple Toyota, Honda, BMW, Audi, etc., special groups of vehicles. My tip is to pick a few to specialize in. Customers want to use shops that know their vehicle and are capable of doing more than just changing parts. Become a specialist in specific segments and customers will trust and rely on you.”
Import performance drivers are often well-educated on performance paths for their vehicles. (Photos courtesy Total Seal Piston Rings)
Import owners pay attention to viscosity and OEM-specified performance oil standards, especially for turbocharged, direct-injected and high-performance vehicles. (Photo courtesy AMSOIL Inc.)
Don’t underestimate the power potential of import performance vehicles. (Photos courtesy Valvetronic Designs)
