Road Racing Rundown

Following the twists & turns of this fast-paced market.

By John Carollo

As technology has become more accessible, the road racing market has grown increasingly data-driven—even at the grassroots level. (Photo courtesy Yokohama)

In a world where every second counts, it’s easy to fall behind in the fast-paced realm of road racing.

New series and classes, updated vehicles and product innovations all keep the market moving forward.

Successful speed shops know they must stay one step ahead of customers with knowledgeable advice, creative product combinations and a passion for performance. Successful partnerships quickly build long-term relationships.

Observations from industry suppliers help identify market trends, best practices and hot new parts to help shop owners follow the twists and turns of this face-paced motorsports favorite.

FASTER EVERY YEAR

Speed shops are finding success in the road racing market, thanks to a growing driver base and vehicle-based innovations.

“Track-specific cars get faster every year thanks to continually advancing technology that is accessible to more racers, so keeping pace with braking components and products is key for a winning combination,” says David Brzozowski, motorsports manager at Wilwood Engineering. “AI is also having a major impact by helping drivers at every level better understand vehicle performance—provided they ask the right questions.”

Like most automotive aftermarket clients, track-day competitors seemingly want it all.

“Today’s road racing customer is building more power than ever before while expecting OE-like drivability,” says Rich Barsamian, vice president of sales and marketing for Advanced Clutch Technology (ACT). “Racers want components that can withstand repeated heat cycles, deliver consistent lap times and remain reliable throughout an entire race weekend. We’ve also seen more enthusiasts building dual-purpose street and track vehicles, increasing demand for products that perform equally well on the street and at the racetrack.”

It’s no surprise that, here in the Digital Age, it takes more than just a gut feeling for the market to stay ahead.

“As technology has become more accessible, the road racing market has grown increasingly data-driven—even at the grassroots level,” reveals Patricia Wall, senior manager of motorsports for Yokohama. “Not long ago, advanced vehicle and tire simulations were largely limited to factory-backed teams with significant resources. Today, it’s common for club racers and track-day enthusiasts to request tire models so they can incorporate accurate tire data into their own simulation and vehicle setup programs.”

ROAD RACING PRODUCTS

HOT PRODUCT: Modular Twin Disc (Mod-Twin) Clutch Kits

FEATURES & BENEFITS: Kits combine high torque capacity with smooth engagement, low rotational inertia and improved pedal feel; modular design allows racers to choose between organic street discs or cerametallic race discs, along with sprung or rigid Mono-Drive hubs.

--------- Advanced Clutch Technology

Rich Barsamian

Vice President of Sales & Marketing

HOT PRODUCT: XR Race-Only Brake Fluid

FEATURES & BENEFITS: True race-only fluid with no DOT specification; high boiling point; improved pedal feel; pairs well with the company’s Burnished Spec37 rotors.

--------- Wilwood Engineering

David Brzozowski

Motorsports Manager

HOT PRODUCT: Yokohama ADVAN A052 Tire

FEATURES & BENEFITS: Sought-after application among road racing, track day and Time Attack enthusiasts; dry-grip performance and proven ability to deliver fast lap times; quick warm-up characteristics for immediate performance, consistent handling and driver confidence.

--------- Yokohama

Patricia Wall

Senior Manager of Motorsports

HARD WORK PAYS OFF

Hard work early in projects pays off with loyalty (and winning!) down the road.

“Road racing customers are typically very knowledgeable and performance-focused. They value technical expertise and quality recommendations over simply finding the lowest price,” says Barsamian. “Shops that understand the customer’s goals and recommend the correct clutch system often build long-term relationships that lead to repeat business, referrals and additional performance upgrades.”

And those knowledgeable customers are often the ones that are most involved with the overall plan for their vehicles.

“Road racing customers tend to be highly engaged enthusiasts who invest continuously in their vehicles,” Wall notes. “As a result, they often generate repeat business that extends well beyond race tires. In my experience, a meaningful interaction around a single tire purchase can be the foundation for a long-term customer relationship and additional future sales.”

The myriad opportunities that now exist require a learning curve—for drivers and speed shops.

“Road racing includes many classes and is typically a close-knit community, so understanding the vehicles and classes active in your area helps customers feel confident they are talking to the right people and benefits both parties,” says Brzozowski.

Today’s road racing customer is building more power than ever before, while often also expecting OE-like drivability. (Photo courtesy Advanced Clutch Technology)

SALES AROUND EVERY CORNER

Successful shops look to match the passion and competitive fire of road racing customers.

“Become a technical resource, not just a tire supplier. Customers value recommendations on tire selection, fitment, inflation pressures, alignment settings and track-specific setups,” says Wall from Yokohama. “Shops that provide personable, knowledgeable guidance and support often earn stronger customer loyalty and more repeat business.”

Wilwood’s Brzozowski recommends researching the key racing organizations in your area and learning the rules and regulations associated with specific classes.

“That way, you will be able to communicate with customers, better understand their needs and ask informed questions,” he explains. “If they have questions in return and you do not know the answers, be honest and let them know you will do some research to get them answered correctly and get back to them shortly, as no one is expected to know everything.”

Finally, looking at road racing projects as a whole instead of piece by piece can help reveal winning combinations.

“Take the time to understand the customer’s complete vehicle combination instead of simply asking about horsepower,” says Barsamian from Advanced Clutch Technology. “Vehicle weight, tire selection, intended use, transmission type, driving style and future power goals all influence clutch selection. Recommending the right clutch the first time builds confidence, minimizes returns and creates loyal customers who will come back for future performance upgrades.”