Cut Through the Noise: Tips for Selling Performance Exhausts

This article originally appeared in the March 2024 issue of THE SHOP magazine.

One constant in our performance world has pretty much always been changing out the exhaust system. Jesse Kramer, chief marketing officer for AWE, jokingly calls it a “gateway drug” of hot rodding, and it is often the first or second modification made by car owners—right up there with wheels and tires.

These days the performance exhaust market includes plenty of high-tech aspects that allow drivers to enjoy all the benefits cat-back and related upgrades have to offer—including sound, performance and even efficiency. Advancements have also helped alleviate drone and other unwanted noise and harshness while capturing the rumble (or roar) that enthusiasts seek.

It may seem like there’s nothing new to say about today’s performance exhaust systems and components, but new applications and refined selling tips combine with best practices to help shops maximize market potential. Suppliers are happy to share their tips (pun intended!).

THE SHAPE OF SOUND

Simply stated, different exhaust notes sound good to different people. For shops looking to avoid popular misconceptions, it makes sense to start with “louder is better.”

“With exhaust, it’s about managing expectations within the utility of the vehicle,” says Rich Waitas, senior manager/spokesman for MagnaFlow. “If it’s your weekend warrior, you can push the limits and choose a more aggressive exhaust designed for the highest performance, lowest mass and fewest noise countermeasures. Or it could be a dual-purpose vehicle that has to have manners for the daily commute but enough to make the sound character fit the build. Lastly, check your local laws as sound abatement rules vary from city to city and there is nothing worse than a ticket to add the cost of the investment.”

The truth that one exhaust system or style doesn’t fit everyone’s preference is what drives the market and makes professional knowledge important, says Michael Santa Cruz, director of sales at aFe POWER.

“It’s extremely important that the reseller know and qualify their customer before offering a particular exhaust,” he says. “What may be ‘quiet’ and smooth sounding to the reseller may be too loud or even too much cab drone for the customer.”

Even if drivers come in looking for a specific system or setup, good shops know they have more to offer.

“Learning what level of knowledge customers have is important so you don’t talk over their heads,” cautions Tim Sayers, muffler development manager at Borla Performance Industries. “You may know what words like ‘drone,’ ‘resonance’ and ‘scavenging’ mean, but your customer may not. On the other end of the spectrum, be careful not to ‘dumb’ things down too much when talking to a knowledgeable customer.”

Next, the systems need to fit properly, says Kramer.

“Once a shop understands that an exhaust needs to excel in quality, sound and performance, the next step is to focus on brands that respect the realities of flat-rate labor,” he says. “Exhaust systems that don’t prioritize precise fitment can quickly lead to wasted time and lower hourly earnings. That’s why going with a brand that has a Fitment Guarantee is critical.”

The complexity of the perfect exhaust system makes for some trials and tribulations, meaning shops need some familiarity with what’s available.

“A common challenge for many shop owners is the number of reputable brands on the market, each typically offering at least two to three sound options,” says Alex Ortega, director of business development at Team Allied Distribution. “Stocking various flavors and multiple sound options for every customer/application can present some challenges. Primarily focused on the exhaust and emissions segment, Team Allied takes on the logistical burden, ensuring shop owners have access to the appropriate performance exhaust solutions without requiring extensive on-site inventory.”

SOMETHING FOR EVERYONE

One of the reasons the performance exhaust market continues to thrive is because nearly every driver is a potential customer.

“Exhaust, when it’s a bolt-on design, is one of those features that can apply to nearly any car owner who is performance-interested,” says Waitas. “Or it can be the first mod in a long list of future mods for the lifelong performance enthusiast. Exhaust uniquely provides a visceral connection to the performance of the vehicle—it’s the heartbeat and the voice.”

And, if you think some exhausts are loud, wait until you hear the attention from a satisfied customer.

“You gain not just the business that the performance exhaust generates, but you also gain a customer who may be an influencer to their friends who are performance customers and also customers who have stock vehicles,” says Sayers.

These conversions are at the very heart of the performance market, Kramer explains.

“When a customer chooses a premium exhaust from a brand like AWE, they experience something few other upgrades can match—immediate satisfaction the moment they fire up the engine. The deep, precision-engineered tone and noticeable performance boost create an instant and undeniable connection with the vehicle. And, while AWE may have designed the exhaust, it’s the shop that made it happen—delivering not just a product, but an upgrade that transforms the driving experience from Day 1,” he says. “By offering high-quality solutions from trusted brands, the shop earns the customer’s respect and confidence, positioning itself as a reliable source for future modifications. With such a positive first impression, it’s only natural for customers to come back for more—whether it’s intakes, suspension or other performance parts. One well-executed upgrade sets the stage for a long-term relationship.”

Meanwhile, for technicians, the good news isn’t just that exhaust systems are easy sales—they are often fairly simple to install as well.

“You don’t have to own a muffler shop or performance center to offer your customers a direct bolt-on kit,” Ortega notes. “Tire shops, general repair shops or really any business with a lift can easily sell and install turnkey exhaust systems equipped with all the necessary components and hardware in the box. Don’t let the business walk away.”

As far as installations go, Santa Cruz says to not forget how the industry has advanced.

“Most headers and cat-back exhaust systems are designed to fit much better than they were 20 years ago, so they are less labor-intensive, which offers less down time for a shop to offer installations,” he reveals. “This also leads to other related products such as intake systems, charge pipes and tuners, if the customer is looking for bolt-on performance products.”

KNOW THE PLAYERS

A strong market attracts plenty of participants, forcing shops to know and understand the brands they carry.

“A dependable supplier like Team Allied Distribution ensures consistent access to major brands and a broad inventory,” Ortega says. “Our services include same-day and weekly delivery options, allowing shop owners to focus on exceptional service and meeting customer needs. This reliability enables businesses to maintain product availability and offer timely solutions, regardless of demand fluctuations.”

Performance shops can become local exhaust experts by knowing the ins and outs of different setups.

“Products have features; people buy benefits,” explains Sayers from Borla. “Be ready to answer things like, ‘Where is the product manufactured?’ ‘What material is it made from?’ ‘What warranty does it have?’ and ‘Will it guarantee no drone or resonance inside the vehicle?’”

Another plus for exhaust shops is that the systems show well on social media.

“Create content,” advises MagnaFlow’s Waitas. “Get online with even the simplest pictures, but absolutely create video of the sound and what (the system) looks like before and after. With a simple smartphone and some video content, you can draw customers to your shop with minimal investment.”

Santa Cruz from aFe POWER is also a fan of before-and-after videos and building excitement by showing the systems in action.

“This allows customers to see your capabilities and offers customers the chance to listen to a similar vehicle with the offered exhaust before selling or installing headers or a cat-back setup,” he says. “Also, offer options. Again, one size does not fit all, and exhaust is more about personalization.”

In the end, hearing is oftentimes believing.

“Nothing sells an AWE exhaust better than sound. Shops should maximize the use of product media by reaching out to manufacturers for high-quality videos, sell sheets and marketing content—the top-tier brands will be ready to provide the support you need,” says Kramer. “Beyond that, there’s a major opportunity for shops to pull in product data, making it easier to showcase a brand’s full catalog online, even without running an e-commerce store. Brands like AWE, which are fully ACES and PIES compliant, offer dealers all the data necessary to seamlessly integrate product information into their catalogs, ensuring accuracy and ease of use.”

PERFORMANCE EXHAUST PRODUCTS

HOT PRODUCTS: Toyota Tacoma & Tundra Stainless Steel Cat-Back Systems
FEATURES & BENEFITS: Available in mandrel-bent, 304 and 409 stainless steel cat-back versions with several tip options; all designed to install with little or no modifications, utilizing stock mounting points and quality hardware.
aFe POWER
Michael Santa Cruz
Director of Sales

HOT PRODUCTS: Performance Exhaust Lines
FEATURES & BENEFITS: Patented drone-canceling 180 Technology, customized per platform; available for Jeep, truck, modern muscle, sport compact, JDM and Euro segments, all in T304L stainless steel; lifetime warranties and fitment and satisfaction guarantees; made in the USA.
AWE
Jesse Kramer
CMO

HOT PRODUCT: SwitchFire X-Pipe
FEATURES & BENEFITS: Eliminates the turbulent intersection of a standard X-Pipe while truly blending the combustion pulses from both sides of the engine.
Borla Performance Industries
Tim Sayers
Muffler Development Manager

HOT PRODUCT: MagnaFlow Overland Series
FEATURES & BENEFITS: Provides true OEM-plus fit, functionality and durability for trucks and SUVs while complementing the owner’s lifestyle; NDT (No Drone Technology) for a solid performance sound; dyno-proven power.
MagnaFlow
Rich Waitas
Senior Manager/Spokesman

HOT PRODUCTS: Stainless Steel Systems
FEATURES & BENEFITS: High-quality 304-grade or 409-grade mandrel-bent systems offered by Aero Exhaust, Flowmaster, MagnaFlow, Corsa, Borla and more; mild, moderate and aggressive sound options.
Team Allied Distribution
Alex Ortega
Director of Business Development