Diesel Performance: Connecting With Passionate Fans of Big Power

This article originally appeared in the May 2026 issue of THE SHOP magazine.

The diesel performance market knows what it wants and is prepared to go get it. Offering a wide range of modification opportunities and build directions, these big-power vehicles are all about strength and durability.

A fluid regulatory landscape is changing the market, even as diesel ownership expands beyond the farm or jobsite to include everything from daily drivers to motorsport-specific racers and pullers. It all means more chances for performance shops to become local diesel experts, offering the advice and system knowledge serious enthusiasts crave.

Turning loyal diesel fans into repeat customers requires education and experience. Parts suppliers offer suggestions and advice, targeting industry trends, sales strategies and hot new products to consider.

DIESEL DIRECTION

You can’t talk about diesel performance upgrades without understanding emissions regulations related to U.S. Environmental Protection Agency (EPA) and California Air Resources Board (CARB) rules.

“This gets tricky, as there is currently uncertainty about changing and future standards,” notes Jamie Prochnow, director – retail and commercial for AMSOIL. “Behavior has changed as consumers find interest in pre-emissions trucks or other compliant performance solutions. For example, a consumer may move from looking strictly at raw horsepower improvements to reliability-focused upgrades.”

The need for components to maintain emissions compliance directly affects what aftermarket companies can legally sell and is shifting the industry toward EPA-compliant performance parts, says Cary Redman, vice president of sales for PRW Power Inc.

“Government policy changes can rapidly expand or restrict the diesel performance market,” he notes. “Even changes in how laws are enforced can dramatically affect diesel aftermarket activity.”

A less aggressive approach toward diesel emissions enforcement by the EPA is currently influencing the market, says Ben O’Connor, vice president of sales and marketing for Total Seal Piston Rings.

“This has led to an increase in aftermarket product development and a shop’s desire to make modifications that they would be cautious of doing prior,” he notes. “And while that varies state to state, it gives the consumer more opportunities for modification.”

Still, top shops will want to ensure complete compliance with any project that’s destined for street use.

“More aggressive enforcement of emissions laws has drastically changed the diesel performance landscape in the last decade. ‘Chip, intake and exhaust,’ once the holy trinity for diesel shops, are now the products that can put them out of business,” warns Justin Norris, sales and marketing director for S&S Diesel Motorsport. “Manufacturers and dealers have had to pivot toward emissions-friendly products in order to avoid crushing fines and potential incarceration. Emissions-on tuning and CARB-compliant products now dominate the top-seller list for many shops.”

Bridney Jordan, propriety brands product and marketing manager for Rolling Big Power Tires, predicts the upcoming EPA 2027 GHG (Phase 3) and Low-NOx emissions standards will bring more change to the market, even as customer profiles are already evolving.

“Consumer demand is reshaping the diesel market,” she says. “Diesel trucks are no longer used only by commercial fleets or contractors. Many drivers—and an increasing number of women—buy them for their power, towing capability and bold styling, but also expect premium comfort and technology.”

One of the effects of offering compliant diesel performance upgrades is a more deliberate approach to project planning, says Jacob White, brand manager for Edge Products.

“The market has clearly shifted toward emissions-compliant solutions, powertrain optimization within legal boundaries and products that enhance monitoring, drivability and reliability rather than simply peak horsepower,” he says. “The uncertainty around future regulations has made customers more deliberate in their purchasing decisions. They want products from established brands that are committed to compliance, long-term platform support and ongoing software updates, even as truck owners are keeping their vehicles longer. Overall, while regulation has introduced challenges, it has also pushed the diesel performance segment toward more sophisticated, data-driven and durability-focused upgrades, which ultimately supports professional shops that prioritize quality installations and long-term customer relationships.”

With so much data floating around, it may be comforting to know that many of the players in the diesel performance market are looking to cooperate and collaborate.

“Companies across different specialties are often willing to work together to push the category forward. At Hot Shot’s Secret, we work closely with many of the diesel performance industry leaders, from engine and transmission manufacturers to turbo, injector and tuning companies,” says Kyle Fischer, director of field marketing and partnerships. “There is a strong culture of sharing knowledge and advancing technology together, and that teamwork is helping the entire segment evolve faster. It leads to better products, better testing and better results for both racers and everyday diesel owners. In many ways, the continued growth of diesel performance is being driven by companies that understand we all move the industry forward when we work together.”

Also, in today’s market, drivers keeping their trucks longer often leads to more demand for upgrades and modifications.

“With the cost of vehicles in general, car ownership has increased from an average of 6-7 years to now 9-10 years,” says Pim van den Bergh, director, sales and marketing, for UEM Pistons/Dualoy Diesel Pistons. “Resale value is very high, and this market holds onto its vehicles. Many diesel owners repair and upgrade to get better/more power.”

POWER PLUS

For aftermarket shops, the best diesel projects are often about more than simple performance numbers.

“While power gains can be a benefit, many upgrades improve overall engine efficiency,” O’Connor explains. “For example, our gapless diesel rings provide a better ring seal, reducing blow-by and improving combustion efficiency. That can increase power, but it can also improve fuel economy, extend oil change intervals and ultimately save the customer money.”

Jordan sees knowledgeable customers looking for systematic solutions and not just horsepower increases.

“Many upgrades focus on improving durability, efficiency and safety, especially as modern diesel trucks continue to evolve with advanced technologies,” she says. “For example, newer trucks now feature smart towing technologies like Ford’s Pro Trailer Hitch Assist and Pro Trailer Backup Assist, which help drivers safely maneuver trailers by assisting with steering and alignment. Performance components today often need to support these systems while also handling the increased torque and towing demands of modern diesel trucks.”

Professionals should go about building the right combination and understanding the data behind it, says Fischer.

“That is why education is so important. Customers look to their local shop not just for installation, but for guidance, and that makes product knowledge a huge part of the value a shop brings to the table. We take the same approach with our shop relationships, because the better educated the people in the shop are, the better they can educate the customer. That creates smarter buying decisions, better outcomes and stronger long-term customer relationships. In today’s market, the best shops are not just installers—they are trusted advisors.”

There’s no doubt diesel vehicles work hard, meaning upgrade products need to be durable. Quality aftermarket parts are more than up to the challenge, says Prochnow.

“A big misconception is aftermarket performance parts are not as good as OEM parts and could void warranties. Actually, many aftermarket parts will meet and can exceed OEM specifications,” he says. “There is also protection against voided warranties written into the Magnuson-Moss Warranty Act. It’s important to educate your customers on the differences between a certified OEM part and its aftermarket equivalent.”

Norris observes that just about any diesel vehicle is a prime candidate for upgrades.

“While the aftermarket may have a reputation for focusing on power gains rather than durability some companies take an OEM approach to product development,” he says. “It comes naturally to S&S, since we were founded and are owned by former OEM engineers. We sell thoroughly tested solutions, whether that’s making more power or gaining more durability.”

Shops should not shy away from suggesting important repairs or involved projects as needed, says van den Bergh.

“This is a great market to make your own and carve out a presence for yourself. The segment that owns these vehicles often drives them for professional and private use and they need a go-to truck they can rely on.”

Redman believes the most successful diesel builds focus on longevity and return on investment.

“Diesel owners often invest significant money into performance upgrades such as tuners, turbochargers and fuel system enhancements. As power levels increase, the supporting components in the engine must also be upgraded to handle the additional stress. Smart shops guide customers toward improvements that strengthen the engine’s foundation and help protect that investment,” he says. “For diesel enthusiasts and truck owners, performance upgrades represent a major investment. Customers expect those upgrades to deliver not only more power, but also reliability. The goal is to ensure the vehicle performs at a higher level while maintaining—or exceeding—OEM-level durability and service life, even with the added stress of performance tuning.”

Often, says White, the first step is educating customers about the potential upgrades that can enhance their diesel experience.

“Customers may assume all diesel upgrades operate in a gray area when, in reality, there are clear, compliant solutions that improve performance within regulatory guidelines,” he says. “Modern platforms are far more streamlined than many customers (and even some shops) assume. With our plug-and-play inline modules and OBD-II connectivity, integrated safety features, app-based updates and built-in diagnostics, products like our EZX modules are designed to simplify installation while enhancing vehicle performance without dealer and warranty implications.”

SPEAK THEIR LANGUAGE

Sharing the passion diesel enthusiasts have for their vehicles is a good first step toward establishing lasting relationships.

“Educate customers on the real-world benefits of diesel performance products. It’s fun to dive into the flashy horsepower and fun accessories that can be added to customers’ vehicles,” says AMSOIL’s Prochnow. “Most of the time, the customer is already seeking those out. While you can right-sell them a better option for what they’re already looking for, use the opportunity to talk about additional products that will support that performance or drive other tangible benefits. Educate them on the products that help with fuel efficiency, engine longevity and reliability. Let them know there are products for all their vehicles—personal, work or hobby.”

That may require having a staff with deep diesel knowledge, which also lends credibility and builds trust with customers.

“In addition to simply marketing that you install diesel performance components, having the ability to explain the benefits of installing those components is key to making the sale and ensuring customer satisfaction,” says O’Connor from Total Seal. “Take advantage of manufacturers’ videos, technical staff and seminars to grow your knowledge base and become a diesel performance expert.”

Becoming your area’s local diesel expert requires an all-in approach.

“Educate yourself and your staff and make sure you advertise that knowledge. Send your mechanics out for training to make sure they are comfortable with these vehicles. Create a feeling and environment that makes your customer feel secure and willing to pay for your knowledge, your parts and your repairs,” advises van den Bergh from UEM Pistons/Dualoy Diesel Pistons. “Finally, don’t be afraid to charge for what you do. Too many shops make the mistake of not charging enough.”

One of the best ways shops can increase diesel performance-related sales is to get involved in their local diesel enthusiast community, specifically diesel motorsports, says Fischer.

“For Hot Shot’s Secret, our involvement in drag racing and sled pulling has been far more than branding. It has given us a real-world proving ground where products are tested at the highest level, and that feedback goes straight back into our R&D process to help us build better products for everyday diesel owners. That same mindset can help shops grow. A shop does not need an expensive race truck to participate. Even bringing a daily-driven diesel to an NHRDA or ODSS event and competing in an ET class can create credibility. It shows customers that you are not just selling diesel performance—you are living it. That builds trust, strengthens your reputation and puts you directly in front of the exact audience most likely to buy from you.”

By carrying products designed to handle the additional torque of today’s diesels while closely following the market’s evolving regulatory requirements, shops can provide real value to their customers, says Jordan from Rolling Big Power.

“Just as importantly, be prepared to educate consumers,” she says. “Many diesel truck owners want to maintain performance and enjoy driving while staying compliant with new regulations. Helping them understand the right equipment and upgrades to meet these needs can build trust and ultimately increase diesel performance-related sales.”

Meanwhile, accurately defining planned vehicle usage is a strong starting point for new diesel customers.

“Today’s diesel customer isn’t always walking in asking for more horsepower. Many are towing heavy loads, running service bodies, going overlanding or simply trying to make a high-mileage truck last longer. Shops that take the time to ask how the vehicle is used and then recommend options that are versatile and fill those needs tend to see higher close rates and stronger ticket averages,” says White from Edge Products. “The opportunity lies in shifting the conversation from ‘How much power does it make?’ to ‘How does this improve how you use your truck every day?’ In today’s market, the shops that win are the ones that position themselves as diesel advisors and not just parts installers.”

If those projects are planned for street use, start with approved upgrades that make a real difference in overall vehicle performance.

“In an effort to adapt to the changing market, many of our dealers have pivoted to selling CARB-compliant products that improve durability,” says Norris from S&S Diesel Motorsport. “A great example of that is the DCR pump conversion. The Ford truck market has been a huge part of our business growth, and I strongly suggest shops cater to that market if they want a bigger piece of the pie.”

Viewing each upgrade as a comprehensive project can help avoid one-and-done purchases while increasing driver satisfaction, says Redman from PRW Power.

“Focus on complete performance solutions rather than individual parts,” he recommends. “Many diesel owners come in asking for a specific upgrade—such as a tuner or turbocharger—but may not realize that increasing power also places additional stress on other engine components. Shops that take the time to explain the supporting upgrades needed for reliability can both protect the customer’s investment and increase the overall value of the sale.”

DIESEL PERFORMANCE PRODUCTS

HOT PRODUCT: AMSOIL Signature Series 100% Synthetic Max-Duty Diesel Oil
FEATURES & BENEFITS: Six-times more wear protection; provides up to 76% less oil consumption; provides twice the rust protection and 60% better turbo cleanliness; resists oxidation and the thickening effects of soot contamination.
AMSOIL
Ryan Radzak
Product Marketing Manager – Commercial

HOT PRODUCT: CTS3 Tuner
FEATURES & BENEFITS: Delivers versatility, strong margin opportunity and broad vehicle coverage in a scalable platform; 5-inch, high-resolution capacitive touchscreen; customizable gauge layouts; data logging; connects via OBD-II; built-in alerts for critical parameters.
Edge Products
Jacob White
Brand Manager

HOT PRODUCT: Adrenaline Outlaw R100+ Diesel Racing Fuel
FEATURES & BENEFITS: Formulated for serious diesel competitors and performance enthusiasts; helps engines spool quicker, make peak horsepower and torque, and deliver consistent results; provides safe, repeatable and dependable power.
Hot Shot’s Secret
Kyle Fischer
Director of Field Marketing & Partnerships

HOT PRODUCTS: Flexplates
FEATURES & BENEFITS: Available for replacement and performance upgrade applications; Pro Series is SFI-rated at 29.1 or 1,500 hp; Elite Series is SFI-rated at 29.3 or 3,500 hp; engineered for today’s extreme cylinder pressures, torque loads and durability requirements.
PRW Power Inc.
Cary Redman
VP Sales

HOT PRODUCT: Repulsor A/T Plateau Premium All-Terrain Tire
FEATURES & BENEFITS: Built for the power and weight of diesel trucks with higher load indexes; bold, aggressive sidewall design; maximum traction for off-road builds; balanced on-road performance; true all-season capability (3PMSF certified) with sawtooth groove edges.
Rolling Big Power Tires
Bridney Jordan
Propriety Brands Product & Marketing Manager

HOT PRODUCT: Ford 6.7L DCR Pump Conversion
FEATURES & BENEFITS: A more durable replacement for the problematic CP4 high-pressure fuel pump; eccentric drive design with pressure-lubricated bushings; plug and play solution that can save Ford truck owners thousands in repairs.
S&S Diesel Motorsport
Justin Norris
Sales & Marketing Director

HOT PRODUCTS: Gapless Diesel Rings
FEATURES & BENEFITS: Manufactured of martensitic iron, the toughest iron available; patented gapless second ring allows for increased power and reliability while greatly reducing blow-by.
Total Seal Piston Rings
Ben O’Connor
VP, Sales & Marketing

HOT PRODUCT: Dualoy Duramax 5LP Piston
FEATURES & BENEFITS: The Dualoy line features a special ring pack with a PVD top steel ring and a ductile iron second ring; tensions and gaps remain the same, but with premium materials and coatings; price-friendly; steel pistons for Ford 6.7L Power Stroke are also popular.
UEM Pistons/Dualoy Diesel Pistons
Pim van den Bergh
Director, Sales & Marketing