This article originally appeared in the May 2025 issue of THE SHOP magazine.
Whether they’re in the mood for some peace and quiet or just want a place to chill, customers looking to level up their driving experience will enjoy the benefits of heat and sound control products.
Offering a variety of performance, protection and personal space upgrades, sound deadening and heat blocking solutions can be included in a variety of aftermarket projects for a high-end, professional touch. Add in an assortment of complementary non-automotive uses and heat and the profit center becomes even more attractive for restylers, 12-volt outlets, performance shops, off-road outfitters or anyone looking to deliver an elevated experience.
For a proper introduction, suppliers highlight industry trends, secondary uses and sales tips to maximize the market’s potential, so the next time a customer comes in with a heat or noise complaint you can tell them to relax, you have it covered.
GOES WITH ALMOST ANYTHING
An attractive aspect of offering heat and sound control products is that they make sense in a wide variety of projects and vehicles, accommodating today’s push for higher performance and efficiency in modern and classic vehicles, according to Chris Schwartz, sales and marketing manager for Heatshield Products.
“With increasing horsepower, tighter engine bays and more advanced materials, managing heat effectively has become essential to protect components, improve reliability and enhance overall vehicle performance,” he says.
Combine the performance benefits with customers wanting a cooler, quieter overall ride and shops have an attractive profit center, says Jeremy White, general manager for Thermo-Tec Automotive.
“Additionally, enthusiasts love restoring cars or just tinkering with their daily driver. Either way, cars generate a lot of unwanted heat that damages vital components and whether it’s keeping your feet from burning up when you are out for a Sunday drive or protecting those components from damaging under-hood temps, our products keep things running smoothly,” he explains.
Components made in the United States offer quality and price advantages, says Tim McCarthy, founder/CEO of HushMat.
“HushMat has provided the industry USA manufacturing since 1989. The tariff issue for Chinese produced goods will create a significant dilemma for many competitors. HushMat is and always has been 100% USA manufactured,” he notes.
Eddie Shelton, VP of sales for Dynamat, agrees that the uncertainty surrounding tariffs could affect the industry.
“Although all our products are made in the USA, if the complementary products that our products are sold along with, such as electronics and aftermarket components, are negatively affected by tariffs, I would consider that to be a significant factor for all parties involved,” he reveals.
When they’re ready to buy, product education helps customers see the benefits of using the proper materials for the proper application.
“There is a lot of misinformation that certain products control both heat and sound,” says Steve Garrett, creative director for Design Engineering Inc. (DEI). “An example we’ve seen are people using roofing material or home insulation products in their vehicles, which is a bad idea. Make sure people know there are really good, made-in-the-USA products that solve these problems the way they are designed to.”
Drivers will always be interested in reliable solutions they can count on.
“Customers are looking for a quality product like a composite that does more than just stop heat and lower sound,” says Pat Hill, president of Koolmat Insulation.
FIND THE FIT
Heat and sound control products have been around long enough that most professionals will understand their most common uses, from under the hood to firewalls and door panels. Suppliers say there’s no need to stop there, however, as they’ve encountered plenty of unique and uncommon installations over the years.
“HushMat is specified by OEMs for use in powersports, marine, vans, motorhomes, home appliances, generators, HVAC equipment and many other industrial applications,” says McCarthy. “HushMat Ultra’s value as both a sound deadening and thermal insulating material offers a distinct value advantage for customers in all industries.”
Shelton suggests taking the materials from the garage into the home.
“When I first started here, out of curiosity I decided to apply Dynamat Xtreme to one side of my stainless steel sink. Comparing the treated to the untreated side, the treated side doesn’t ring as much and actually feels like a thicker-gauge steel when tapped on,” he says. “Other great uses are on HVAC systems, ducts, garbage disposals, dishwashers, uninsulated garage doors and anywhere you have thin, exposed metal or noise emanating from inside an enclosure.”
Back on the street, a wide variety of vehicles will see value from the upgrades, meaning more work for aftermarket shops, says Hill.
“A quality composite product can benefit you by opening up OEM, EMS, automotive, aircraft, bus, RV and housing markets for your business,” she says.
White’s even seen an application on personal riding gear.
“Over the years we have provided products to the RV industry and for home, aviation, marine and off-road applications. We even had a customer sew one of our heat barrier products to the outside of her leather chaps to keep her legs from burning up on long motorcycle rides. If you have some sort of heat or sound issue happening, we have a product to stop it.”
Regardless of the vehicle, spending time on hard-to-reach application areas is often worth the extra effort.
“Exhaust and performance shops can offer a custom heat barrier service using our HP Sticky Shield to protect interiors and components from excessive exhaust heat. Installed above mufflers, catalytic converters or upgraded exhaust systems, it blocks up to 90% of radiant heat, preventing heat soak, melted carpets and cabin discomfort—especially in restomods, muscle cars, performance builds and off-road vehicles,” Schwartz reports, adding that a new technique is using high-temp RTV silicone instead of edging tape to create a tighter seal.
For every installation, the end goal is to deliver a complete solution, Garrett explains.
“Getting rid of noise and vibration is great, but doing that along with controlling heat at the same time is the perfect combination,” he says. “The two problems go hand in hand. There are many subtle heat and sound issues you don’t realize are problems until they are solved. Then, when you hear and feel the difference, you wonder how you dealt with the noise and uncomfortable temps all along.”
COMFORTABLE SALES
At their best, heat and sound control products do their job while out of sight and out of mind. Therefore, it’s up to shops to bring awareness to the components before a project is complete.
One way to do that, says McCarthy, is through videos and visuals.
“Create an interactive experience for your customers to build awareness of the sound deadening and thermal insulation category,” he advises. “Shops can utilize the comprehensive library of YouTube videos from HushMat to communicate product features and benefits, product installation and demonstrations in 1-minute segments.”
Schwartz from Heatshield Products says an array of tailored installations using specialized products appeals to discerning customers looking for next-level protection, pointing to his company’s Heatshield Armor, HP Sticky Shield, heat shield sleeving and sound deadening material options.
“By educating customers on the benefits of these products and offering professional installation services, shops can provide added value, leading to increased sales and customer satisfaction,” he reports.
Regardless of market, drivers appreciate a professional explanation of the noticeable benefits the products deliver, says Garrett from DEI.
“Educating the consumer is just as important as the shop using the proper parts and materials,” he explains. “For example, when needing damping material in a vehicle, get a good, quality butyl product instead of a cheap online material or home product material that can quickly fail and/or put off odors and just not perform the way it should.”
Product education should extend to staff members as well, says Hill from Koolmat, so that shops can adapt to unexpected inquiries.
“Most companies only look to solve a heat problem when it comes up, (but knowing product capabilities) ahead of time helps accommodate those out-of-the-blue phone calls that come when you least expect them,” she says.
When questions do arise, installers can find answers from suppliers, says White from Thermo-Tec.
“Shops can give us a call or send us an email and we can help educate and guide them to the right products for each application, making their job easier.”
Ultimately, the adaptability of heat and sound control products make them a go-to add-on for almost any project, reports Shelton.
“They are a great complement to so many other aftermarket products. If a customer wants to upgrade a car stereo, Dynamat’s products are an easy attachment sale that not only enhances the sound of that new stereo, resulting in a happier customer, but also increases the average ticket price and profits from that one sale for the shop,” he says.
HEAT & SOUND CONTROL PRODUCTS
HOT PRODUCT: ATAC – Advanced Thermal Acoustic Coating
FEATURES & BENEFITS: Spray-, roll- or brush-on 2-in-1 barrier for auto interiors that controls heat and sound in one coating; unique Hi-Tech ceramic microsphere technology dampens noise and vibration while reflecting heat up to 375 degrees; non-toxic and water soluble.
Design Engineering Inc.
Steve Garrett
Creative Director
HOT PRODUCT: Dynamat ProX
FEATURES & BENEFITS: Aggressive sound deadener launched one year ago; includes a butyl layer twice as thick and an aluminum constraining layer that is 25% thicker than Dynamat Xtreme; high damping factor verified through accredited, third-party lab testing using the SAE J1632 standard.
Dynamat
Eddie Shelton
VP – Sales
HOT PRODUCT: Heatshield Armor
FEATURES & BENEFITS: High-performance thermal insulation that reduces radiant heat by up to 60%; keeps engine bays, interiors and components cooler; lightweight aluminum outer layer and proprietary insulation core; easy to install by wrapping around exhaust components with ties or straps.
Heatshield Products
Chris Schwartz
Sales and Marketing Manager
HOT PRODUCTS: Model-Specific Kits
FEATURES & BENEFITS: Portfolio of over 375,000 year-, make- and model-specific kits spanning nearly 100 years of automobiles; kits include HushMat Ultra sound deadening and thermal insulation material to treat the firewall, floor pan, transmission tunnel, doors, trunk and roof.
HushMat
Tim McCarthy
Founder/CEO
HOT PRODUCT: Koolmat Insulation
FEATURES & BENEFITS: Made in the USA; lowers sound by 23 decibels in the floor, firewall, tunnel, transmission and kick panels; thin profile fits under factory carpets; abrasion- and mildew-resistant; flexible to follow contours; easy to install with paste, sprays, straps or rivets.
Koolmat Insulation
Pat Hill
President
HOT PRODUCT: Suppressor Mat
FEATURES & BENEFITS: A 70-mil-thick design allows for application in tight areas; strong asphalt-based adhesive to keep materials where they are applied; cross-link polymer integrated aluminized face increases abrasion- and puncture-resistance and reduces road noise and vibrations.
Thermo-Tec Automotive
Jeremy White
General Manager
