Editor’s note: This is the first in a two-part series examining the impact of automotive influencers on the specialty aftermarket. Part I focuses on supplier relationships, while Part II highlights influencer goals and trends.
PART II: Automotive Influencers: A Personality for Promotion — coming soon.
When Joey Logano pulled into victory lane last November at Phoenix Raceway to claim the NASCAR Cup Series championship, NBC’s cameras didn’t just show confetti raining down on the newest three-time series champion—they also focused on his bright yellow Team Penske No. 22 Ford Mustang with “Pennzoil” splashed across the sides and hood.
Meanwhile, when RANDYS Worldwide brands organize trail rides or other customer activations at off-road events such as Easter Jeep Safari, King of the Hammers or Jeep Beach, they know they can turn to a network of 20 to 30 industry ambassadors to help push out social media posts and related messaging to attract participants and provide trail and track communications much more effectively than the companies could ever do on their own.
In today’s “pics (or video) or it didn’t happen” world, aftermarket brands are seeing the value of showing and not just telling customers about their products and themselves by partnering with automotive influencers. Serving as independent business ambassadors, the mainly social media-supported personalities talk up the companies and their latest offerings in posts, videos and in-person appearances.
The strategic alliances create win-win scenarios, where content creators receive products and sometimes monetary support in exchange for real-world testing and endorsements that build an auto brand’s visibility and credibility with loyal followers.
“High-profile users have completely reshaped the automotive aftermarket by shifting how consumers discover, evaluate and connect with products and brands,” says Brooke Perfect, social media and sponsorship manager for Yukon Gear & Axle. “Their influence has brought a more personal, experience-driven layer to the industry—where followers trust real-world performance over polished ads.”
CHANGING THE GAME
In many ways, automotive influencers have been around since the beginning, sharing secrets for finding horsepower and engineering more efficient, more durable parts and systems for specialty vehicles for as long as enthusiasts have been climbing behind the wheel.
Fast-forward to the advent of social media and influencers can now speak directly to consumers like never before, making the connection between those who do and those who want to do stronger than ever.
Not surprisingly, auto parts manufacturers and suppliers see advantages in using those connections to align themselves with high-profile personalities in order to speak directly to their dedicated, targeted audiences.
“Influencers and brand ambassadors have transformed how enthusiasts and professionals learn about our products, engage with our customers and make purchasing decisions. They’ve essentially become trusted peer reviewers, and that peer-to-peer trust has reshaped how the aftermarket connects with end users,” says Alexander Boone, influencer strategy manager for Pennzoil-Quaker State.
The influencer community has also “democratized access to technical content,” he believes.
“Now, anyone from a weekend warrior to a shop owner can see how our oil performs in a turbocharged drift car or how it protects engines on a cross-country rally. The result is a more informed, engaged customer base.”
The opinions of trusted personalities can particularly resonate with specialty aftermarket customers, the majority of whom appreciate a “been there, done that” perspective.
“Many of the influencer partners we work with use aftermarket parts to take their builds to the next level,” says Aisling Williams, digital marketing manager for WD-40 Company. “In fact, our influencer partner Throtl sells aftermarket parts on their website, in addition to creating content. We expect this trend of investment in aftermarket parts to continue to grow as younger car enthusiasts become more ingrained in the automotive industry.”
Many agree influencers have had a positive impact on the specialty automotive aftermarket.
“They’ve accelerated trends, driven demand for custom solutions and raised the bar for product quality through their constant feedback and high expectations,” says Perfect. “Most importantly, they’ve helped build communities around brands, turning customers into loyal fans and fueling the next generation of builders, racers and enthusiasts.”
As passionate advocates, they’ve managed to digitally capture the fun and freedom of car culture and the automotive lifestyle.
“Ambassadors provide both educational and entertaining content that is more relatable,” says Randy Wimenta, marketing partnerships and community manager for KC HiLiTES. “It’s content that says, ‘If he/she can do that, I can do that, too.’”
FINDING THE RIGHT PARTNER
Influencer relationships make sense for aftermarket manufacturers and suppliers for a variety of reasons.
For Pennzoil and Quaker State, the collaborations are about proving their lubrication products work as advertised, as the companies look for influencer support for a wide range of outreach programs including social media content creation, technical tutorials, event appearances and long-term storytelling.
“We know trust is earned, not bought. Collaborating with ambassadors and influencers allows Pennzoil and Quaker State to demonstrate real-world performance and build credibility through authentic voices that resonate with target audiences,” says Boone. “Whether it’s powering Team Penske to three straight NASCAR Cup Series championships, enabling Team RTR to torture test their engines under extreme temperatures in Formula DRIFT, or DeBoss Garage showing cold-start behavior in Canada, we rely on them to prove Pennzoil’s product performance under varied and demanding conditions. Their influence helps translate engineering and formulation benefits into experiences that consumers and pros can relate to.”
For WD-40 Brand, the initial goal was to meet end users where they spend most of their time online. The company asks its influencers to produce in-depth modification and maintenance videos for YouTube, Facebook, Instagram and TikTok; appear at in-person activations, from local Cars & Coffee gatherings to the SEMA Show; and bolster support and excitement for WD-40 Brand’s Techs & Trades Program.
“We knew that in order to better reach WD-40 Brand end-users, we needed to integrate our products into the content they were already consuming,” Williams explains. “This is where influencers came into play. We initially began working with mid-sized creators and have grown our influencer program to include large content creators. The main goal of our influencer strategy has always been to drive product awareness and education to encourage end-users to reach for WD-40 Brand solutions at the shelf.”
For KC HiLiTES, it’s about authenticity and the stories the company wants to share as it forges collaborations with influencers to help deliver how-to videos, social media marketing, in-person appearances and product testing.
“We took a page from our founder, Pete Brown—our branded KC lights speak for themselves, so let customers personalize their builds and experiences,” says Wimenta. “Ambassadors sharing their stories and showcasing their lifestyle is the most powerful soft-selling tactic. Our products are always secondary, as we want to genuinely share their stories with the world. We don’t ever want their content to look like an infomercial.”
For Yukon Gear & Axle, the aim of influencer partnerships is “to build authentic connections with our target audience through trusted voices in the community,” says Perfect, noting the company uses the collaborations to create authentic social media marketing and how-to content, educate and engage its audience while showcasing real-world product applications, and drive in-person appearances at events, races and industry gatherings. Many of the company’s partners are hands-on with R&D as well.
“These individuals live and breathe the lifestyle our products are built for, and their real-world use carries credibility that traditional marketing can’t replicate. By aligning with respected names in the industry, we’re able to extend our reach, strengthen brand loyalty and gather meaningful product feedback—all while staying rooted in the culture that drives our innovation,” she says.
INFLUENCER PARTNERS
KC HiLiTES
Partners: TrailRecon, Thecraig909, Natasha Adams, Jiggin’ With Jordan, Nikki Delventhal
PENNZOIL
Partners: Larry Chen, Vin Anatra, Alex Taylor, Joey Logano & Team Penske, Vaughn Gittin Jr & Team RTR, Hennessey Performance, Bring a Trailer, Radford Racing School
QUAKER STATE
Partners: Anatalia Villaranda, Coco Zurita, Miguel Martinez, Daniel Suárez & Trackhouse Racing
YUKON GEAR & AXLE
Partners: Julie Heyer, Kelsie Heck, Kris, Bill & Diana Adair, Dominic Knight, David Brettschneider, Mark Roy, Robert Braun, Bailey Cole, Woody Rose, Alex Fleming, Andrew McLaughlin, Brexton & Kendall Glines, Dustin Sexton
WD-40
Partners: Throtl, Donut Media, Big Time, Humble Mechanic
BENEFITS FOR BOTH SIDES
For automotive influencer partnerships to be successful, there needs to be a payoff for both sides.
“The foundation of any strong collaboration is authenticity and alignment. We look for individuals who already believe in what we offer and can speak to their audience in their voice,” Boone notes. “At Pennzoil and Quaker State, we bring industry-leading products and technical support. From their side, influencers and brand ambassadors bring creativity, community and storytelling. It becomes a true collaboration when both parties are transparent about expectations, timelines and goals.”
The alliances can also be used to reinforce what businesses and influencers stand for.
“WD-40 Brand has strong company values, and we expect our influencer partners to hold true to those values as well,” says Williams. “We clearly communicate our values, objectives and expected outcomes to our influencer partners to ensure they have the tools they need to get the Job Done Right. This also goes both ways. Our influencer partners are candid in telling us what types of content will resonate best with their audience to prevent the activation from feeling too sales-focused. When both sides collaborate effectively, the content feels organic rather than overly sponsored.”
Perfect says “mutual respect and clear alignment on goals” are the bedrocks of an effective alliance.
“Both the company and the influencer need to understand each other’s values, audience and what success looks like. It’s not just about promotion—it’s about collaboration,” she says. “When an influencer truly believes in the product and the brand supports their creativity and authenticity, the content resonates. Open communication, creative freedom and a long-term mindset are what turn a basic sponsorship into a meaningful partnership that delivers real value on both sides.”
To that end, Wimenta says KC has two simple rules for its ambassadors.
“Let them authentically tell their story, and they shouldn’t oversell the product.”
UNIQUE RELATIONSHIPS
It seems most everyone has an opinion on the high-profile nature of automotive influencers and their impact on the aftermarket. But, as individual relationships grow organically, it’s apparent there’s more than one way for companies to realize tangible benefits.
“A common misconception is that influencers and ambassadors are only relevant for flashy lifestyle brands—not serious automotive products,” Boone notes. “Some people assume it’s just about reach or follower count. But for Pennzoil and Quaker State, our most successful collaborations are grounded in performance, trust and technical credibility. It’s about relevance, finding someone who actually uses our products and can speak to their community with authority and experience—whether a content creator with millions of followers or a respected builder.”
For KC, the collaborations are an effective way to connect with a huge market.
“The network of ambassadors is vast, and over time the KC brand has become synonymous with the off-road community,” says Wimenta.
Still, the most effective partners aren’t always the ones with the biggest platforms, but the ones who actually use the products, speak the community’s language and earn trust through hands-on knowledge, says Perfect.
“A well-respected builder with a tight-knit audience can have a far bigger impact than a generic influencer with a million followers and no connection to the lifestyle,” she explains.
As such, when it comes to these types of business partnerships, questions of authenticity sometimes arise.
“Many people consider influencers as talking heads for brands, when they really serve as brand advocates. This is especially true for our brand and the influencer partnerships we have in the trades industry,” says Williams. “We don’t partner with influencers that have never used our products. We partner with content creators that already know and love our brand. We’re lucky to have strong brand recognition in the automotive community and we actively work to maintain brand awareness to ensure that WD-40 Brand will be a household name for many years to come.”
MORE TO OFFER
As suppliers continue to cultivate influencer partnerships, new ways to add value emerge. A major benefit is the introduction of brands to like-minded enthusiasts.
“It’s not just about reach or product promotion—(influencers) have created a sense of connection and loyalty among their followers, many of whom become long-term customers,” says Yukon’s Perfect. “We’ve seen more user-generated content, deeper engagement at events and even customers tagging us just to show off their builds. That kind of organic brand advocacy has been a powerful driver of awareness and trust—without feeling forced or overly commercial.”
It seems that fans of specific markets quickly find each other and begin forming strong bonds.
“We’ve realized how small and tight-knit the automotive influencer community is, which has played to our benefit as we’ve worked with a variety of influencers over the years,” Williams says. “From off-road racing to high-end race cars, automotive content creators love getting together to share knowledge and help each other grow. This has been beneficial from the brand side because we’ve been able to leverage our influencer partners’ relationships to host in-person events, pursue ambitious car builds and more.”
It’s also a way to connect not just with consumers, but with industry professionals and advocates as well, she notes.
“We have relationships with many trade schools across the country to help build the next generation of mechanics, welders, electricians and more. Longtime WD-40 Brand influencer partner Humble Mechanic is a graduate of Universal Technical Institute, so he often participates in informational sessions and Q&As with trade school students at campuses across the country. We love being able to not only educate future trade professionals about the power of WD-40 Brand solutions but also show them how we are partnered with some of their favorite content creators to bring that ‘cool’ factor.”
Influencer partnerships can also create gateways to new media offerings, expanding a brand’s reach and visibility.
“One surprising benefit has been the diversity of content formats and storytelling styles,” Boone reveals. “From cinematic video shorts to technical how-to’s and real-time event coverage, our influencers and ambassadors have expanded how we present our brands.”
Still, patience is a virtue. Even with instant exposure, the impacts of working with influencers aren’t always felt right away.
“It’s a misconception to think that you just have to send them the product and it will immediately drive sales,” says Wimenta. “Working with ambassadors is a long-term relationship strategy that you have to continue to maintain as part of a bigger ambassador program.”
SHOP SUPPORT
Suppliers agree that automotive influencers have relevance for specialty aftermarket shops on several levels. Most directly, if there are content creators in the area that share a company’s values and enthusiasm, it might be worthwhile to set up a meeting to determine if a collaboration makes sense.
“Shops working with ambassadors is a winning strategy,” Wimenta believes, “especially if you allow them to integrate you as part of their story and potentially include them in live events at your shop.”
In fact, many social media personalities got their start at aftermarket businesses or vehicle service centers.
“We have a few influencer partners that began their automotive careers working at shops and dealerships across the country,” Williams says. “This gives them the ‘boots on the ground’ perspective of what will actually resonate with automotive mechanics that are getting their hands dirty day-in and day-out, while also understanding the nuances of influencer marketing.”
Even if aftermarket shops don’t connect with influencers directly, there are often opportunities to build on the relationships forged by the brands they carry.
“While influencers are effective at driving consumer awareness, their impact goes beyond digital engagement. They can also directly support our installers by promoting their services and helping drive customers into bays,” Boone says. “Influencers often serve as trusted advocates who spotlight the quality and convenience of professional installations.”
For example, NASCAR champ Logano has actively promoted Jiffy Lube on social media and made in-person appearances at locations across the country with his Cup car.
“These activations create real excitement and local buzz, motivating fans to visit their nearby service center,” Boone states.
Finally, aftermarket shops might consider if they qualify as brand influencers themselves.
“These are the folks turning wrenches every day—installing our products, recommending them to customers and putting them to the test in real-world conditions. Their credibility within the off-road and performance communities carries serious weight, especially when it comes to drivetrain components, where quality and reliability are non-negotiable,” says Perfect. “While consumer-facing influencers help build buzz, our shop-level partners drive trust and conversions at the ground level. Their technical feedback also plays a key role in helping us improve and evolve our products to meet the demands of hardcore users. Many of our key influencers are shop owners.”
