This article originally appeared in the August 2025 issue of THE SHOP magazine.
Looking for a product category your shop can sell to performance enthusiasts, off-roaders and daily drivers alike? Take a look at the performance shocks market.
Designed to help vehicles handle wheel-and-tire swaps while improving drivability and control, there’s a performance shock offering for customers from all walks of life. Factor in their relative ease of installation and inclusion in many types of upgrade packages, and it’s easy to see why the performance shocks market continues to grow.
Often offering opportunities for adjustability and the chance to rebuild if required, performance shock selection benefits from a professional’s knowledge and experience. To help your shop become the local performance shocks expert, suppliers share thoughts on market direction, sales techniques and attractive new products to give drivers the best feel for the road.
GOING MAINSTREAM
Aftermarket shock upgrades are among the product categories that appeal to many types of vehicles and suit different driving styles.
“Performance shocks are no longer just for hardcore off-roaders or weekend racers—they’ve gone mainstream,” says Justin Schulz, Gamma Products Manager, aFe POWER/Sway-A-Way. “With the rising popularity of overlanding, lifted trucks and even performance street builds, there’s growing demand for improved ride quality, handling and adjustability. Customers want the aggressive off-road look and added capability of high-performance shocks, but without sacrificing daily comfort on the road.”
With performance and aesthetic attributes, there’s something for everyone, says Kelly Davis, founder and CEO of Tuff Country EZ-Ride Suspension.
“The performance shock market is a very easy upgrade to sell the customer,” he notes. “Tuff Country has shocks for both lifted and stock applications.”
Technological advancements over the past 20 years ago have pushed suspension components to higher levels of performance, tunability and longevity.
“These days you can get a performance suspension system that rides better than stock with no compromises,” says Dylan Evans, engineering/R&D/racing for ICON Vehicle Dynamics. “Many shock offerings are now rebuildable, so instead of replacing them at 40,000 miles, they are now an investment. The parts are designed to work together, so you’re not selling just a component but a vehicle-specific solution that removes all the aspects that make installations difficult.”
Versatility is an attractive attribute, says Scott Becker, marketing/media director for MetalCloak.
“Adjustable high-performance shocks allow for the best of both worlds—customers can have both performance and comfort,” he says. “They choose the performance setting along with the comfort level they want. The shocks can be easily adjusted to softer settings when loads are nominal and then simply ‘dialed in’ as loads increase or when additional performance is required.”
The promise of a quick and easy performance upgrade only increases the demand.
“Performance shocks are one of the most effective upgrades for improving vehicle handling, ride comfort and safety—making them an easy value-add for customers,” says Chelsea Leap, marketing manager for thyssenkrupp/BILSTEIN of America Inc. “For shops, this means a high-margin opportunity that complements other services, helps build repeat business and attracts performance-minded enthusiasts who often become long-term customers. With the growing popularity of off-road, track day and adventure lifestyles, there’s never been a better time to tap into this expanding segment.”
Regardless of how drivers are testing the limits of their vehicles, a performance shock upgrade is among the quickest ways to improve ride quality, says Bryce Fish, marketing, FOX Shocks.
“High-quality shocks transform the driving quality and comfort of a vehicle like a light switch. They’re a night-and-day difference compared to stock shocks.”
FACT FROM FICTION
There’s a lot of information—and misinformation—floating around about performance shocks for both consumers and professionals. One thing that’s proven true, however, is their popularity with auto enthusiasts, who are willing to pay for tangible performance upgrades.
“Many shops underestimate the value customers place on ride quality and control and believe they won’t pay for premium shocks,” says Leap. “When positioned correctly, as a comfort, safety or longevity upgrade, customers are often willing to spend more for a noticeable improvement. It’s all about helping them see the ‘why.’”
Various price points appeal to buyers with different budgets.
“One of the big misconceptions about performance shocks is that they are a very expensive upgrade,” says Davis. “While some aftermarket performance shocks can be very pricey, our SX8000 shock, for example, comes with a very affordable price point.”
Don’t wait to suggest a shock upgrade until they are leaking or completely worn out, she adds.
“Today’s customers are more educated and performance-minded than ever. They’re open to upgrades if they understand the benefits, whether it’s sharper handling, better control with a load or added comfort on rough roads.”
Educated drivers will see the advantages of added features.
“Shops often think customers will not spend the money for this type of performance—this is totally wrong,” says Becker. “What customers need is for shops and manufacturers to educate them, so they understand the benefits of high-performance shocks.”
The variety of applications speaks loudly, Fish says.
“Aftermarket shocks aren’t just for racers or rock-crawlers. They provide benefits to the customer who’s towing a trailer, camping on the weekends or daily driving. FOX shocks make a difference on every drive, whether you’ve left the pavement or are just grabbing groceries.”
The newest offerings seamlessly blend better performance with comfort and longevity.
“Many shock advancements over the years came from racecars, and there’s an old saying, ‘racecar parts, racecar problems,’” says Evans. “But technology is now so good that these upgrades are palatable even for the daily driver. These newer shocks yield a great, comfortable ride, so you’re not compromising.”
Years of research have helped manufacturers dial-in preferred offerings for different vehicles. Added adjustability further focuses the products for individual use cases.
“One common misconception is that performance shocks are only for customers lifting their vehicles or planning to hit the trails. In reality, many drivers are simply looking to enhance ride quality, improve control or reduce body roll without necessarily changing the look or stance of their vehicle. Performance shocks offer benefits far beyond off-road use,” says Schulz, referencing his company’s threaded shock bodies as one way to exactly match customers’ needs.
SMOOTH SELLING
Smart shops are always looking to increase sales. Personalized suggestions are a good place to start.
“Encourage the customer to shop by their use case,” says Fish. “FOX makes three product series—Performance Series, Performance Elite Series and Factory Race Series. Whether you’re an off-road enthusiast or only looking for a stock replacement shock, there’s a solution for every customer’s budget.”
A hands-on experience can help drivers familiarize themselves with the products and their features.
“Educate the customer by letting them drive or ride in a vehicle equipped with performance shocks—once they feel the difference, the sale is much easier,” says Schulz from aFe POWER/Sway-A-Way. “Bundle shocks with complementary upgrades like control arms, leaf packs or bump stops. Selling the system instead of just a single component adds value and increases profitability.”
Another key selling point, he adds, is that many high-quality performance shocks are serviceable, rebuildable and tunable.
“That means if a customer adds a rooftop tent, steel bumpers or other heavy accessories down the road, they don’t need to replace the shocks,” Schulz explains. “Instead, the shocks can be re-valved to match the new setup, allowing the vehicle to maintain proper ride quality, stability and control no matter how it’s configured. It’s a smarter long-term investment that provides real value to customers.”
Often the first step is simply introducing the product category to customers searching for vehicle upgrades.
“Make shocks a proactive part of every customer consultation. Train your team to identify upgrade opportunities—like tire upgrades, towing, off-roading or spirited driving habits—and explain the benefits of better damping and control,” suggests BILSTEIN’s Leap. “A simple before-and-after test drive or showing real-world examples like testimonials or photos of builds can go a long way. Partnering with trusted brands like BILSTEIN also adds credibility and confidence for your customers.”
Taking the time to know your customers and their goals is a strong first step, allowing shops to choose products based on individual needs.
“My favorite sales tactic has aways been education,” says Evans from ICON Vehicle Dynamics. “Use demonstrations and videos to highlight the features and benefits, and how specific systems work to enhance specific vehicles.”
Salespeople can start with simple questions about preferred ride quality and planned vehicle usage.
“A lot of times the consumer does not even think of replacing shocks, so by asking the customer what kind of shape their shocks are in brings attention to this,” says Davis from Tuff Country EZ-Ride Suspension. “When lifting a truck or SUV, most of the time new shocks are required. It is also good to note that when a customer is buying overloads it’s an ideal time to buy new shocks in conjunction with the airbag purchase.”
Finally, rely on your partners for the products and knowledge you need to succeed, says Becker from MetalCloak.
“Ask for training from your suppliers/manufacturers,” he says. “Let customers know that they can have both tight handling and soft, compliant comfort—they don’t have to sacrifice. And, with adjustable shocks, you can simply turn the dial for the tune you need.”
PERFORMANCE SHOCKS
HOT PRODUCTS: Sway-A-Way 2.5- and 3.0-Inch Adjustable Coil-Overs & Piggyback Reservoir Shocks
FEATURES & BENEFITS: Available for late-model trucks and SUVs including Toyota Tacoma, Ford Raptor and Jeep Wrangler JK platforms; made in the USA and designed for serious performance; 7/8-inch nitro steel shafts; spherical bearings; vehicle-specific tuning.
aFe POWER/Sway-A-Way
Justin Schulz
Gamma Products Manager
HOT PRODUCT: BILSTEIN B8 8112 (ZoneControl CR) DSA+
FEATURES & BENEFITS: Top-tier suspension solution for serious off-roaders who still want daily comfort; ZoneControl CR technology uses three internal pistons to manage three distinct compression zones and two rebound zones; Dual-Speed Adjustable Compression (DSA).
BILSTEIN of America Inc.
Chelsea Leap
Marketing Manager
HOT PRODUCT: 2.5 Performance Series
FEATURES & BENEFITS: Delivers the benefit of running a 2.5-inch-diameter shock without the hassle of mounting remote reservoirs or adjusting clickers; aluminum shock body prevents corrosion; aluminum internal floating piston separates the nitrogen charge from the shock fluid.
FOX Shocks
Bryce Fish
Marketing
HOT PRODUCTS: Performance Shocks
FEATURES & BENEFITS: Range from 2.0 entry-level to 2.5 electronically controlled offerings; optimized as part of complete vehicle-specific suspension system upgrades for popular applications including the latest Toyota models; “holistic engineering” ensures full compatibility.
ICON Vehicle Dynamics
Dylan Evans
Engineering/R&D/Racing
HOT PRODUCTS: RockSport Black 2.5-Inch Aluminum Body Adjustable Remote Reservoir Shocks
FEATURES & BENEFITS: Eight distinct compression settings for adjustability; Mil-Spec Type III hard anodized Black Infinity finish; oversized 7/8-inch induction hardened/chrome plated shafts; parabolic valve; 100% rebuildable; improved aesthetics; made in the USA.
MetalCloak
Scott Becker
Marketing/Media Director
HOT PRODUCT: SX8000
FEATURES & BENEFITS: A nitro gas shock with 11-stage progressive valves for optimum performance; the 11 valves cool the shocks when off-roading to provide a superior ride on the road or trail; affordable price point.
Tuff Country EZ-Ride Suspension
Kelly Davis
Founder and CEO
