Pro-Touring: Looking Back to Move Forward
Adding the latest technology to classic cars is still in high demand.
By John Carollo
Designer Louis Vuitton and Porsche restoration company Singer worked on a pair of eye-catching 911 restomod creations. (Photo courtesy Singer)
There’s something about today’s Pro-Touring market that just feels right—the allure of classic vehicles, outfitted with advanced parts and the latest technology to maximize performance and enjoyment.
The market tends to agree, as projects big and small are helping customers rekindle their love for older cars, trucks and SUVs and, more importantly, getting them out onto the street or track to actually drive them.
The challenge for shops begins with the extremely wide variety of components available to enhance seemingly any project. Builders must be certain diverse components will work together seamlessly, while balancing high-value potential with limited budgets to provide the most bang for every buck.
Market insiders are ready to help with observations on current market trends and pitfalls to avoid, and introductions to the hottest new products. Once you have a handle on the category, it makes sense how looking back can be the first step toward moving forward.
THE SEARCH FOR CLASSICS
There’s no doubt Pro-Touring projects are still in high demand, as many builds bring together the best of both worlds.
“Today’s enthusiast wants the character and styling of a classic car, but they also expect the performance, drivability and reliability of a modern vehicle,” says Rich Barsamian, vice president of sales and marketing for Advanced Clutch Technology. “That is pushing builders toward modern engine swaps, higher horsepower and components that can handle that additional power without sacrificing the driving experience. Customers don’t just want a car that puts up impressive numbers—they want to be able to get in, start it and enjoy driving it.”
Building a great Pro-Tourer, of course, starts with finding a classic vehicle suitable for upfitting. While some drivers are inheriting their rides, others are paying to obtain them.
“Since Wilwood Disc Brakes has been exhibiting at or attending so many events lately, we’re finding more people who are getting cars handed down from their parents (baby boomers) talking to us about what upgrades on the brakes we can help them with,” says Michael Hamrick, events and promotions manager. “Most are not looking for a full Pro-Touring brake setup for their car that was handed down from their father, but many do want more performance and that restomod look. They typically have a budget in mind, so we ask what they are looking for in the brake system and give them numerous options to help balance the best of performance and aesthetics. If we can help get the customers’ feet wet by explaining the best options for their vehicle, we have helped with getting them to a shop to install the products.”
Meanwhile, those on the hunt for the perfect classic may need to be ready to spend more than in the past.
“I would say the greatest outside factor affecting Pro-Touring and the restomod market is the prices of the cars,” says Brett Domin, sales manager at Flaming River Industries. “There’s been a significant cost increase in the price of cars in need of restoration, and cars that have been restored but not modified with aftermarket parts have also increased (in price). On the plus side, availability of components to make these builds your own is better than ever.”
The overall economy can affect business as well.
“Cost increases of all things impact the available funds that can be spent on project vehicles,” says Art Kendrick, director of performance and retail for Red Line Oil.
There are still bargain projects to be found, says Marc DeMontigney, sales and marketing manager for American Autowire, but many standard classics now carry a much higher cost of entry, especially for younger enthusiasts looking to take on their first project.
View Pro-Touring or restomod builds as complete systems, with every component needing to work together. (Photo courtesy Advanced Clutch Technology)
Pro-Touring Products
HOT PRODUCT: 10.5-inch Mod-Twin G14 Clutch Kits
FEATURES & BENEFITS: Fit the popular GM 6.2L (376-ci) L3 engine platform; rated to handle approximately 891 to 1,469 pound-feet of torque at the engine; smooth, predictable pedal feel and engagement; diaphragm spring designed from the ground up for the specific application.
--------- Advanced Clutch Technology
Rich Barsamian
VP Sales & Marketing
HOT PRODUCT: Rear Electric Parking Brake (EPB) Kits
FEATURES & BENEFITS: Ease of installation with no troublesome cable routing; electric motor and gear drive provide a minimum of 2,400 pounds of clamping force with no electrical draw after activation; On/Off switch can be hidden to add one more layer of protection against thieves.
--------- Wilwood Disc Brakes
Michael Hamrick
Events and Promotions Manager
HOT PRODUCT: Direct-Fit Steering Columns
FEATURES & BENEFITS: Made in the USA; designed for performance and ease of installation; complement other popular components including bolt-in rack and pinion cradle kits, power rack and pinions and steering universal joints.
--------- Flaming River Industries
Brett Domin
Sales Manager
HOT PRODUCT: Hydroformed SwitchFire X-Pipe
FEATURES & BENEFITS: Unique sound; increased horsepower and torque; hydroforming provides a low profile.
--------- Borla Performance Industries
Tim Sayers
Muffler Development Manager
HOT PRODUCT: High-Performance Gear Oils
FEATURES & BENEFITS: Maximum performance and protection for differentials and manual transmissions; smoother shifts and more power to the ground due to reduced friction in gear sets.
--------- Red Line Oil
Art Kendrick
Director of Performance and Retail
HOT PRODUCT: 97000 Series Adjustable Upper Control Arms
FEATURES & BENEFITS: Allow for large camber and caster changes; incorporate 1/2-inch longer ball joint studs to help modify OE suspension geometry; forged ball joint housings deliver increased clearance; lower arms also available for many GM platforms.
--------- Specialty Products Company (SPC)
Tom Przedpelski
Technical Specialist/Alignment Trainer
HOT PRODUCT: Classic Update Series Wiring Kits
FEATURES & BENEFITS: Engineered around a specific vehicle while providing the additional capacity and flexibility needed to support modern engines, aftermarket gauges, upgraded steering columns, air conditioning, EFI and other common accessories.
--------- American Autowire
Marc DeMontigney
Sales & Marketing Manager
Understanding individual components is only half the equation—knowing how different parts work together is just as important. (Photos courtesy Wilwood Disc Brakes)
“This has brought more modern vehicles from the 1980s through the early 2000s into focus, and that shift is being reflected in the products developed by the aftermarket, as well as in which vehicles are now considered ‘classic,’ he observes. “Pricing for some key vehicles aside, it is a great time to be involved in the automotive industry. Vehicles that received little aftermarket attention just a few years ago are gaining support, giving builders more options and making a wider range of projects practical.”
While price can be a determining factor, many Pro-Touring customers are at an age where they’re willing (and able) to pay for the experience.
“There is a group of people that are at a stage in their lives where they have the money, time and a desire to have a car like they either had, or wanted to have when they were younger, only they want it upgraded or updated,” says Tim Sayers, muffler development manager at Borla Performance Industries.
Once the vehicle is obtained, most every build plan has a common goal—to get it on the street or track.
“A desire for drivability is probably one of the biggest factors for today’s Pro-Touring market,” says Tom Przedpelski, technical specialist/alignment trainer at Specialty Products Company. “Whereas, in its infancy, it was more about form than function, today’s builders are creating vehicles that not only look awesome but perform and handle as good as they look. Look at any recent high-impact auction and you will see an ever-growing selection of superbly engineered restomods that are designed to be driven and enjoyed, as well as admired when parked.”
THE RIGHT PROJECT AT THE RIGHT PRICE
The right Pro-Touring project starts with everyone asking the right questions, so everyone is on the same page from the beginning.
“The most common mistake when selling or installing aftermarket parts is not taking the time as the seller, buyer and installer to understand the project,” says Domin. “It is so important to ask as many questions as possible before making the purchase. Compatibility is not always the problem, but more understanding what the project consists of to get the job done.”
It’s up to the builder to keep problems or issues to a minimum, says Hamrick.
“A recurring mistake shops make is not asking the customer the right questions and (being) hesitant to reach out to manufacturers for the best answers,” he explains. “As I tell many shops, you are building a whole or part of a car and have many talents, for sure, but may not be an expert on every aspect of that car build. But, if you contact an engine, suspension or brake expert, they can share insightful knowledge with the shop that will help with the outcome of the build and make more money on the project. Never hesitate to pick up the phone or email a manufacturer—that’s what we are here for.”
Przedpelski points to a suspension upgrade as an example of not understanding the full capacity or potential of a product.
Presenting wiring as a complete solution creates opportunities to include relays, switches, and other installation accessories from the start. (Photo courtesy American Autowire)
The right Pro-Touring project starts with everyone asking the right questions. (Photos courtesy Flaming River Industries)
“Many people believe adjustable control arms are only for competition vehicles,” he says.
In a similar vein, DeMontigney reminds shops not to choose a wiring system based only on its initial price instead of evaluating the complete vehicle and everything included.
“A well-sorted kit with vehicle-specific components will almost always cost a little more than a universal system, but it may save a significant number of labor hours and reduce the effort required to source additional parts,” he explains. “At the same time, a high-end Pro-Touring or restomod build may realistically require a universal wiring system to accommodate custom routing, extensive modifications or a smooth firewall.”
Barsamian cautions against selecting components based solely on horsepower or torque, without considering how the customer actually intends to use the vehicle.
“A Pro-Touring or restomod build is a complete system, and every component needs to work together. With a clutch, for example, the highest torque capacity isn’t automatically the best choice. Shops need to consider engine torque, vehicle weight, gearing, tires, power adders and, most importantly, how the car will be driven. Is it primarily a street car, will it see autocross or road-course use, or is it being built for a combination of everything?”
As mentioned earlier, budgets are an important part of most Pro-Touring projects. Sayers cautions professionals against being too consumed with keeping costs to a bare minimum, however.
“Don’t immediately underestimate the amount of money a customer is willing to pay for modifications to get their vehicle upgraded/updated the way that they want it to be,” he says.
Therefore, a comprehensive approach makes sense, says Kendrick.
“Sell everything for the build. Don’t have them go elsewhere to buy the rest of the items they need to do the installation.”
SALES ON THE HORIZON
The best Pro-Touring builds feature customers who are totally sold on the performance and safety benefits new technology provides.
“Potential customers need to be made aware their vehicles were designed and manufactured with parts and specifications that are now obsolete, unless they are running bias-ply tires and/or are in the concours circuit,” explains Przedpelski from Specialty Products Co. “Every vintage muscle car can take advantage of the increased alignment range and improved suspension geometry our arms provide. Plus, if a vehicle needs to be returned to concours condition, these arms can be removed, and no one is the wiser.”
Barsamian from Advanced Clutch Technology explains that Pro-Touring and resto- mod customers are typically building a complete vehicle, not just replacing a single component.
“That creates an opportunity for shops to become a trusted resource by helping customers select components that work together and deliver the driving experience they want,” he says. “Don’t just sell the customer the most aggressive component available. Sell them the right combination for their build. When you take the time to understand their goals and recommend the right solution, you build credibility, increase the opportunity for additional sales and, ultimately, create a customer who is more likely to come back for the next project.”
Knowing how the vehicle will be used, which accessories are planned and whether additional equipment may be added later gets projects off on the right foot.
Take a comprehensive approach to Pro-Touring builds, leaning on your knowledge and experience to guide the project. (Photos courtesy Red Line Oil)
“Presenting the wiring as a complete solution also creates opportunities to include the appropriate relays, switches, connectors, grounding components and other installation accessories from the start,” says DeMontigney from American Autowire. “This increases the value of the sale while helping the shop avoid delays, additional orders and rework.”
Ask questions and be thorough, advises Kendrick from Red Line Oil.
“You know better than a customer what they need to complete an installation and what other things they could potentially upgrade at the same time,” he explains.
Domin from Flaming River says the key to maximizing sales is becoming familiar with available products and then “watching installation videos, talking to tech departments, going to trade shows and seeing the products in person. Of course, having a passion for these vehicles is essential to continually building knowledge that benefits the customer.”
Hamrick notes that understanding individual components is only half the equation—knowing how new parts affect each other is just as important.
Today’s builders are creating vehicles that perform and handle as good as they look. (Photo courtesy Specialty Products Co.)
“Confirm that the products you have chosen with the customer work together. Doublecheck the flange and offset of the rear end to make sure Wilwood gets you the correct rear brake kit,” he says. “The last thing we want to do is send you incorrect parts and then make your customer wait for replacements. We say, ‘Let’s not make the freight companies richer’ as a joke, but it really isn’t a joke. Ordering parts correctly the first time saves everyone’s time and money.”
Once they have a handle on the market, top shops can get to work getting the word out about their restomod builds.
“Make sure your current and prospective customers know that you are in the Pro-Touring business,” says Sayers from Borla Performance Industries. “Things like social media, newsletters, email blasts and articles in local newspapers, along with marketing information in your shop are good ways to get the word out.”
Don’t immediately underestimate the amount of money a customer may be willing to spend for their desired modifications. (Photo courtesy Borla Performance Industries)
LUXURY RESTOMODS
The special Porsche builds grew from a simple request to include a classic mechanical timepiece in the interior. (Photos courtesy Singer)
Guided by its Art of Travel philosophy, Louis Vuitton brought its expertise and savoir-faire to a recent two-car collaboration with Singer, the Californian atelier known for its highly personalized restorations of classic Porsche 911s.
The first, a Porsche 911 Reimagined by Singer – Classic, showcases an exclusive livery in the House’s iconic colors of saffron, cobalt blue and yellow, specially crafted with and for Louis Vuitton.
Its counterpart, a Porsche 911 Reimagined by Singer – Classic Turbo, conceived by Nicolas Ghesquière, Louis Vuitton’s artistic director of women’s collections, is a cabriolet finished in Calcaire Lutétien white and complemented by precious-wood trim.
At the heart of the project lies a detachable, mechanical timepiece, which can be converted into a desk clock and whose design is inspired by the iconic Tambour watch, recognizable by its distinctive shape and 12 polished and engraved letters forming the name of the House on the bezel. Once integrated into the cockpit, it soon became clear that Louis Vuitton’s involvement would not be limited to the single timepiece.
“This unique and remarkable adventure began with a request for a dashboard clock for a car reimagined by Singer,” says Jean Arnault, Louis Vuitton watch director. “In addition to the design and production of this clock by La Fabrique du Temps Louis Vuitton workshops in Switzerland, it quickly became apparent that this collaboration with Singer could extend to the personalization of every functional element of the vehicle, enhancing them through our expertise in leather craftsmanship and watchmaking.”
