Increasing Sales to Road Racers

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

Following a market that, by its very nature, goes left and right, uphill and down, before repeating it over and over again can be pretty tough. But the road racing market does just that and shops can indeed catch up and join in on the fun.

Performance machines are built to be driven, and more and more owners are getting their kicks with a trip to the local road course or cone-marked parking lot. Practice makes perfect, and as these weekend warriors begin developing their skills, they’ll be looking for race parts to match their progression.

Road racing parts suppliers are happy to help, with observations on market trends including common misconceptions, sales approaches and hot new products for shops to investigate.

A LOT TO CHOOSE FROM

Thinking of serving the road racing market? It makes sense, what with all the opportunities it presents.

“Road racing is a very broad term,” says Mark Beatty, brand director for Red Line Synthetic Oil. “There are so many sanctioning bodies, multiple race series and countless classes that all get grouped into the category of ‘road racing.’ From a manufacturing point of view, it would be nice if there was a more unified voice—one or two touch points that would allow voices to be heard.”

Until that happens, however, shops can search for customers wherever performance enthusiasts gather.

“Having a place to race is important, as there are a limited number of facilities in most marketing areas,” says Chris Maney, director of operations for Aviaid Oil Systems. “However, autocross is gaining in popularity and a course can be set up in virtually any large parking lot.”

With its multiple entry points, there’s no denying that road racing is attractive to many drivers. As such, shops will need to make real connections with competitors in order to serve their individual needs, says Dave Brzozowski, motorsports manager for Wilwood Disc Brakes.

“While some shops do a much better job at it than others, it is very important for the sales technician to get the most information possible about the customer’s specific class(es) they are racing in and what they are trying to accomplish that might be different than their competitors as part of the process of assessing their needs,” he says. “This ensures selling them the correct parts/kits the first time around, and hopefully leads to less misinformation and/or them being sold incorrect parts.”

ULTIMATE PROVING GROUNDS

“Win on Sunday, sell on Monday” may not be as prevalent as it once was throughout the industry, but there’s no denying that shops and customers can form strong bonds when they partner on racing endeavors.

“Road racing, like all forms of motorsports, is strong right now for us. New cars are showing up at almost every event, and participant and spectator numbers are also on the rise at events and tracks that put in the effort,” Beatty observes. “Road racing offers a unique appeal to OEMs and manufacturers, as it allows us to test and engineer products that can stand the test of time under a variety of conditions—which is why we stay involved.”

As mentioned earlier, road racing can head in many directions, requiring shops to find their strengths and build on them.

“Some shops think they must do it all, but there are so many options in the road race category,” Beatty continues. “It is easy to spread oneself too thin. Take a step back and find the team(s) that align with your culture or the series that reflects your customer base and focus on them. Lift up those teams or that series and let them be your voice to all the rest.”

Ryan Parszik, manager, product planning, for Yokohama Tire, agrees that exposure to, and participation in local events are keys to connecting with road racers.

“Visibility and knowledge in those areas are always very helpful due to this type of consumer wanting to know more info about the product than, say, someone buying simple all-season tires,” he explains.

Road racers are looking to take the next steps in their performance journeys and are seeking to partner with professionals who understand their needs and can suggest next steps, says Maney.

“For instance, the notion that tires and suspension are the primary drivers in the marketplace is limiting,” he says. “With road racing vehicles being subjected to severe, rapidly changing G-forces in cornering, braking and acceleration, engine durability through proper lubrication is just one of the many other factors that must be considered.”

This hardcore use often means customers are interested in top quality while also paying attention to price. Top suppliers can offer both.

“We’ve all heard the term ‘you get what you pay for,’ but sometimes a manufacturer with a more streamlined production facility and a lower cost of raw materials resources due to larger volumes purchased can provide a better-quality product that is less expensive, making that phrase a bit outdated,” Brzozowski says. “Just because another company charges more for a specific product does not necessarily mean it’s better or what the customer needs for that vehicle application or racing series.”

THE RACE FOR SALES

Shops looking to increase their road racing product and service sales can’t simply wait for business to come to them.

“Attending events is a good way to get into the niche segment and let consumers know you are the go-to shop for products and have accounts set up with companies that sell road racing tires,” says Parszik from Yokohama.

Aviaid’s Maney also suggests connecting with competitors at a variety of events.

“Get out to the track and interface with the drivers who participate in track-day programs,” he advises. “There are clubs in most markets that host events at one or more facilities. It’s also a good idea to befriend the tech inspectors with various racing associations. NASA has a nationwide program. And don’t leave out vintage racing groups.”

Wilwood’s Brzozowski notes that shops don’t have to go it alone.

“Build long-term relationships with manufacturers that are hands-on and thoroughly know the market segment that the shop specializes in,” he says. “Get all the available information, whether it’s chassis/suspension/brakes, engine/ drivetrain or whatever parts you are selling for a specific type/class of car, as there are numerous groups and racing series that have specific rules applying to them. Getting the customer the correct information and product the first time will in turn require less time with returns and result in the shop gaining the trust of the customer and therefore future business.”

In the end, says Beatty from Red Line, it’s best to be genuine.

“I always say, ‘real knows real.’ If you know a lot about BMWs, talk to BMW people. The same holds true to any other brand or even category of racing,” he says. “Stay focused on what you know, and the rest will come to you.”

ROAD RACING PRODUCTS

HOT-PRODUCT: Three-Stage Oil Pump

FEATURES & BENEFITS: Basic system that consists of two scavenge sections and one pressure section with the appropriate fabricated steel oil pan will work for about 75% of the market; others require a custom system to compliment the engine and chassis configuration.
Aviaid Oil Systems
Chris Maney
Director of Operations

HOT PRODUCTS: Race Oils

FEATURES & BENEFITS: Designed to help teams lower temps and protect their engines longer; full synthetic lubricants that start with PAO and ester base stocks; tested on tracks around the world; popular MTL and MT90 gear oils are also available.
Red Line Synthetic Oil
Mark Beatty
Brand Director

HOT PRODUCTS: Spec 37 Material Race Rotors

FEATURES & BENEFITS: Manufactured from a proprietary iron alloy developed to withstand extreme temperatures with the highest degree of resistance against distortion, warping, cracking, wear, asymmetrical face slot pattern and individual dynamic balancing.
Wilwood Disc Brakes
Dave Brzozowski
Motorsports Manager

HOT PRODUCT: ADVAN A055 Tire

FEATURES & BENEFITS: Engineered for sanctioned racing categories that require a DOT tire; ADVAN A052, which is ideal for autocross events thanks to its quick time to reach peak operating temperatures, is also available; alternating twin grooves maximize contact patch.
Yokohama Tire
Ryan Parszik
Manager, Product Planning