The Diesel Performance Market Delivers Proven Power

This article originally appeared in the May 2025 issue of THE SHOP magazine.

From heavy-duty industrial jobs to a fun day at the track, drivers can count on their diesel engines to provide a unique mix of performance and durability. Loyal followers give the market roots and longevity, while technological advancements and product innovations keep things fresh.

Shops can take advantage by working to understand the subtleties that make the niche unique while connecting with passionate fans with ambitious plans. Suppliers offer observations on market trends, sales tips and hot new components that deliver on diesel’s proven power.

POWER TO THE PEOPLE

The diesel performance market begins with drag racing, sled pulling and dyno competitions, but has even more to offer, notes Eric Grilliot, product manager at MAHLE Motorsport.

“The modified street market has huge potential, whether truck owners are just looking for raw power upgrades with stronger internal engine components or larger turbos, improved towing performance from tuning or transmission upgrades, or better fuel economy—and, in many cases, all the above. For instance, a well-tuned diesel engine can increase fuel economy significantly by optimizing air fuel ratios.”

A common misconception shops face when selling or installing diesel performance products is that these upgrades are only for racing or high-performance enthusiasts, agrees Josh Steinmetz, brand manager at Hot Shot’s Secret.

“In reality, many diesel owners, whether they use their trucks for work, towing or daily driving, can benefit from performance enhancements that improve fuel efficiency, engine longevity and overall reliability. Educating customers on the practical advantages of diesel performance products can help shops expand their customer base beyond just the performance-focused crowd.”

With more information on diesel performance products available online than ever before, there is of course plenty of corresponding misinformation as well. Shops that know and understand individual components and what works best in specific applications will have a head start on their competition.

Jamie Prochnow, retail program manager at AMSOIL Inc., starts with performance oils and other fluids.

“Shops need to educate themselves on not only the function, but the design of lubricants in order to educate their customers, earning them the opportunity to right sell to the customers’ needs and expectations,” Prochnow explains. “OEM and market general fluids are designed to function under stock operating conditions. Modifying adds additional strain to the engine and drivetrain and upgrading your lubricants should be a strong consideration.”

The same holds true for cooling system needs, according to Alex Winter, application engineer at SPAL Automotive USA.

“In general, electric fan packages are seen as not providing enough power to cool the vehicle,” Winter notes. “With modern electric fan designs and capabilities, brushless SPAL fans are capable of being utilized in those performance machines effectively.”

When it comes to piston upgrades, many drivers often believe they need a forged version, says Pim Van den Bergh, director of sales and marketing at UEM Pistons/Dualoy Diesel Pistons.

“Often our Dualoy OE version or our Hammer series are great for increased boost, de-lipping and or valve pockets. UEM will provide detailed prints to show a potential tuner how and where to alter a piston for performance.”

Overall, strong supplier relationships keep shops up on the latest product technology, market trends and information, says Warren Johnson, vice president and creative director for Transfer Flow.

“We provide jobber and wholesale pricing with significant discounts, plus they make extra profit by installing products,” he says.

NEXT-LEVEL INVOLVEMENT

Passionate diesel customers are often looking for long-term partnerships with businesses that can take builds to the next level.

“One of the biggest surprises for shops is the repeat business and customer loyalty that comes with serving the diesel performance market,” Steinmetz says. “Diesel truck owners tend to be highly engaged, often returning for additional upgrades, maintenance and referrals. A satisfied diesel customer can be a shop’s best long-term asset.”

Prochnow says there are definite benefits to undertaking purpose-built, high-dollar applications, as more intense jobs create stronger bonds.

“Most diesel owners are looking for performance improvements for specific reasons and are less cost-sensitive when it comes to protecting their truck,” he observes. “Also, diesel performance enthusiasts are high-loyalty customers. They readily share experiences through word of mouth and can be great ambassadors for your shop.”

Johnson explains that manufacturers can help reinforce brand recognition.

“Once a shop has installed at least three of our fuel tank systems, they will qualify to be included on our Fuel Tank Installer List. This means that when customers search for authorized installers of Transfer Flow fuel tanks, the shop’s name will be featured on our website or is shared when customer call us looking for authorized installers,” he says.

Instead of simply selling parts, look to create partnerships with projects that work today and anticipate future needs, suggests Grilliot.

“Although somewhat universal, diesel requires a strong understanding of the application and intended usage. The main intent of any upgrade should accompany a clear idea of the final plan for the vehicle, whether that be a new turbo, free-flowing exhaust system or high-performance injectors.”

Then, the more experience a shop gains, the more intricate specialized tips and tricks can become, Winter adds.

“For instance, electric fans do not have to be mounted in line with the engine. Remote mounting a cooler can free up valuable space in the engine compartment and can create better airflow and therefore better cooling. With electric fans, the cooling performance is decoupled from the engine rpm—it is possible to have maximum cooling at engine idle. This can be a real benefit to the diesel performance market.”

SALES STEPS

Share your product knowledge and market observations with invested diesel customers and sales will follow.

“Shops can increase sales by educating their customer base,” says Steinmetz from Hot Shot’s Secret. “Many customers trust their performance shop to recommend the right products to protect their vehicles. Hosting in-shop demonstrations, sharing before-and-after performance data and providing real-world testimonials can help build trust and drive more sales. Selling a high-quality product will lead them back to you for more recommendations in the future. Offering a wide range of services beyond just performance upgrades can attract more customers. This includes services such as regular maintenance including oils and additives, diagnostics, repairs, custom fabrication and installation of aftermarket parts. Also, bundling products, like pairing a fuel additive with a performance tuner, can increase the value of each sale while enhancing the customer’s experience.”

From local events to online forums, look to connect with the diesel enthusiasts in your area.

“Become the expert and educate your customers to build trust and lasting relationships. Get involved within the diesel performance community,” suggests AMSOIL’s Prochnow.

From there, every successful project starts with the proper parts.

“Our ring packs are PVD-coated top rings with chrome boron nitrite (CrBN) and a ductile iron second ring, resistant to extreme use. Customize your combustion bowl and use the Hammer series piston from Dualoy,” says Van den Bergh from UEM. “This piston is a blank canvas that allows the shop to play with compression height, bowl and seat pocket design.”

When it comes to pistons and rings, the correct selection of performance components for the application is crucial,” says Grilliot from MAHLE Motorsport.

“For any high-performance diesel build, choosing the right pistons and rings ensures the engine can handle increased power while maintaining longevity and efficiency.”

Meanwhile, modern electric fans can help save power for other uses, says Winter from SPAL Automotive USA.

“Electric fans are starting to touch the power required to suffice as primary and standalone cooling fan systems. Electric fans eliminate the parasitic energy waste of a mechanical fan when the fan is not needed. The airflow can be precisely controlled through variable speed control.”

Finally, once a shop has the inventory and product knowledge to succeed, it’s time to tell the world, says Johnson from Transfer Flow.

“Promote your company on social media and share your posts on truck-related social sites. Make sure to follow companies that offer diesel performance parts and engage with them by liking or commenting on their social media posts,” he says. “Set a budget to boost your posts or ads in your local area as well. Always request in-house point-of-purchase displays or marketing materials from the companies you work with. They are often happy to send you catalogs, brochures, banners and promotional items.”

DIESEL PERFORMANCE PRODUCTS

HOT PRODUCT: Signature Series Diesel Engine Oil
FEATURES & BENEFITS: Offers six times more wear protection than the industry standard; excels in extreme temperature performance; we are also seeing significant growth in driveline fluids with the massive increases in horsepower and torque from modern diesel engines.
AMSOIL Inc.
Jamie Prochnow
Retail Program Manager

HOT PRODUCT: Adrenaline Outlaw R100+ Performance
FEATURES & BENEFITS: A premixed high performance diesel fuel for pulling, drag racing and other diesel motorsports; formulated with high levels of cetane for power and lubricity additives that protect pumps and injectors from wear; also acts as an upper cylinder lubricant.
Hot Shot’s Secret
Josh Steinmetz
Brand Manager

HOT PRODUCT: 6.6L Duramax L5P POWERPAK Piston Kit
FEATURES & BENEFITS: Includes rings, pins and clips; offers the reliability and longevity of a cast piston with integrated performance upgrades such as a modified bowl design for improved strength; all-in-one package engineered to work together; available in several bore sizes.
MAHLE Motorsport
Eric Grilliot
Product Manager

HOT PRODUCT: The Beast 3700 Fan
FEATURES & BENEFITS: An 850-watt, brushless 18-inch fan; motor sealed to IP6K9K standards (waterproof/dustproof and waterjet capable); integrated power and signal electronics; “soft start” technology; digital control for smooth, reliable operation; temperature sensor options.
SPAL Automotive USA
Alex Winter
Application Engineer

HOT PRODUCTS: Auxiliary Fuel Tank Systems
FEATURES & BENEFITS: Options available including a 40-gallon in-bed fuel tank and toolbox combo; made in the USA using American-made steel; provides an extra 40 gallons of on-board fuel and offers 6 cubic feet of additional storage space; lockable fuel filler neck.
Transfer Flow
Warren Johnson
VP/Creative Director

HOT PRODUCT: OE Replacement Dualoy Piston Line
FEATURES & BENEFITS: Customers can get 2,000-2,500 hp with our basic Cummins 5.9 and 6.7 pistons; M42 or Line-2-Line coatings available; Cerakote option for tops to shed heat away from the piston; state-of-the-art ring packs available for certain applications.
UEM Pistons/Dualoy Diesel Pistons
Pim Van den Bergh
Director of Sales and Marketing