Take Control With the Latest Tuners & Programmers

This article originally appeared in the June 2025 issue of THE SHOP magazine.

For customers seeking total control, today’s tuning and programming devices offer a chance to personalize the driving experience.

With updates and presets for everything from towing efficiency to speedometer calibration to throttle response and more, tuners and programmers can be a winning part of any performance or accessorization project. They typically install easily and provide application-specific upgrades that can help shops build repeat business.

Quality suppliers know there’s lots to learn about the various tuning and programming devices available and are happy to provide their thoughts on common misconceptions, unexpected benefits and sales strategies to help professionals get in tune with their specific market.

TUNING OPTIONS

While many shops and vehicle owners may believe tuning and programming products are only for advanced uses, suppliers explain that there’s actually something available for everyone.

“Many people think that the vehicle should be modified before a tune is installed, but the devices work great on stock vehicles,” says Johnny Johnson, vice president of sales and business development for Derive Power, parent company of SCT/Bully Dog. “Additionally, there is a misconception that the shop must know how to ‘tune.’ Our preloaded solutions include easy-to-follow instructions on the device and typically install in under 30 minutes. There are also opportunities to partner with accomplished custom tuning dealers within our dealer network to provide solutions based on vehicle build and consumer needs.”

There may be others who believe the devices are intimidating and difficult to use.

“HP Tuners has spent a lot of time making the software user-friendly and has organized it in a way that makes navigation simple,” says David Griffin, business development manager. “We have also taken the time to clearly label and describe each parameter or table in the software. The software is even customizable to tailor the layout to your preference as a user.”

Quality suppliers take steps to convey exactly what the devices can and cannot do, so shops and drivers can stay complaint with laws and regulations at all levels.

“A common misconception is that tuning products are in some way ‘defeat devices’ or that they are not emissions compliant. That couldn’t be farther from the truth, especially where our products are concerned,” says Michael Litsch, senior product manager for domestic tuning for Holley Performance Brands including DiabloSport, Edge Products and Superchips. “Through rigorous testing and thorough calibration development, we ensure that every tuning product we release will pass emissions and will eventually pass CARB testing once it gets to that point. We put in the work to ensure we have reasonable basis to sell the products, as the CARB approval process does not happen overnight. Clean power is a reality, and we are here to deliver it to the masses.”

The products also install easily, notes Chris Kruckenberg, general manager of PSI Power, a division of aFe POWER.

“Our Scorcher Blue module interacts with the vehicle’s ECU without modifying it or leaving a trace,” he says. “It is designed with factory-style connectors to easily install and set up, giving the customer the biggest bang for their money on performance enhancements.”

For modern vehicles, there are numerous electronic functions that can be adjusted to enhance the driving experience, including specific upgrades like throttle control.

“Many resellers believe throttle controllers function like traditional tuning/tuners or especially modules, chips and/or programmers,” notes Bob Shymkiw, president of Pedal Commander. “However, the Pedal Commander does not alter ECU data or increase horsepower—it simply enhances throttle response, providing a faster, more engaging driving experience and/or helps eliminate that dreaded throttle delay or lag, without affecting factory settings.”

IN-TUNE WITH CUSTOMERS

Johnson says offering tuners and programming products allows shops an entryway into increased customer interactions through:

• Cross-selling
• Upselling
• Being able to sell a complete package
• Customer Retention
• Expertise in a niche market
• Attractive profit margins
• Word of mouth advertising

“A major, but often overlooked, benefit of offering handheld devices is increased revenue per tune,” he says. “Unlike a one-time custom tune, a handheld device reassures customers that their tuning solutions are always within reach. It also enables you to provide multiple tune files for diverse needs, such as Valet Mode, Fuel Type, Fuel Economy, Towing Mode, Alternate Drivers and more.”

Litsch explains how the devices can be a steppingstone to further vehicle enhancements.

“Tuning can be the first taste that ignites a passion for vehicle modification. The real-world results delivered through tuning will ensure you have happy customers who keep coming back for more performance solutions to customize and upgrade their vehicles.”

And Kruckenberg notes that those that leave no permanent modifications can be targeted at all vehicle buyers.

“You have the ability to sell to customers with new vehicles with a factory warranty,” he says. “Our modules are warranty-friendly and do not flash your ECM, so you won’t lose your factory warranty on your ride.”

Griffin states that with today’s connectivity options, shops and customers can also enjoy lasting long-distance relationships.

“They do not always need to come back to you (physically) for tune revisions or diagnostics. For example, the vehicle may begin acting up a year later, or something sets off a Check Engine light. With HP Tuners’ RTD, they can simply send the diagnostic report and/or data log back to the shop remotely to determine if an appointment needs to be scheduled to get the vehicle back into the shop,” he says. “Many times, it could be something simple such as a faulty spark plug or coil pack, which can be diagnosed remotely with no appointment needed, saving you time. All of this can be done by simply pulling out their cellphone or tablet and connecting with the TDN phone app—no laptop or special tools needed. This especially comes in handy when your customer is not local.”

Simple solutions are also available for clients looking to make the driving experience more enjoyable.

“Our throttle response controller will provide your customers the biggest bang for their buck,” says Shymkiw. “And, with power turned off before or during driving, the factory settings are restored as if the Pedal Commander is not even there, making it one of the safest performance tuning products out there.”

SALES ON THE UPSWING

Johnson from Derive Power believes successful tuning transactions begin with a conversation about the customer’s performance and drivability goals, allowing professionals to craft personalized power plans.

“Shops can bundle our programmers with aftermarket parts and upgrades in stages. Each stage would add another level of custom tuning for you to offer while creating a road map for your customers to follow on their high-performance journeys,” he adds, further outlining sales steps:

• Have the product on display in the shop and on your website.
• Recommend or ask about existing modifications.
• Ask if power and fuel economy are important.
• If the consumer has already purchased the programmer, try asking about that customer’s other vehicles or friends they can recommend.
• Use the product on your own shop vehicles and show customers you also use the products.
• Ask if the customer tows or wishes to monitor PIDS (Parameter Identifiers).

“Understanding your customers, how they plan to use the vehicle and their expectations are key to long-time customer retention and satisfaction,” he says.

Shops can become local tuning experts by explaining the solutions they have for common issues, says Litsch from Holley Performance Brands.

“Consider problems your customers are facing and how they can be solved with tuning. Does the vehicle have Active Fuel Management (AFM) and aftermarket exhaust? It probably sounds terrible in V-4 mode—did they know they could disable that with tuning? They have taller tires—is their speedometer correct? If not, tuning can reprogram it. Those taller tires are also robbing them of real-world horsepower due to the added weight, so would they like to get that power back? Tuning has you covered. Poor throttle response, not enough power, poor shifting or a desire for improved performance are all reasons to promote tuning to your customers.”

Putting drivers at ease is the first step to a successful sale, says Kruckenberg from PSI Power.

“Let your customers know how to utilize these modules for optimum performance and that the Scorcher Blue modules are safe, proven performance adders that are warranty-friendly,” he advises. “This gives shops the ability to sell tuners/modules to customers that don’t want to lose their factory warranty.”

Proper education, for the customer and the shop, creates lasting relationships, says Griffin from HP Tuners. Highlighting the features and benefits of the products also makes a difference.

“On the marketing side, sharing customer testimonials and informational videos online tends to spark people’s interest. Focus on what may set you apart from your competition,” he recommends. “For example, if you have a calibration that helps a transmission survive long term or fixes a known problem, focus on that and create an informational video on how your calibration changes make a positive impact.”

His company offers a Private Label RTD program as well, allowing a shop’s logo to be placed on the device, packaging and even the app, helping with brand recognition.

“We have also partnered with third-party educational companies such as Elite Tuned School, The Tuning School and the High-Performance Academy that have done an outstanding job putting together materials on how to get the most out of our software,” he adds.

Versatile and effective, electronic upgrade devices appeal to a wide customer base and can offer much more than expected, says Shymkiw from Pedal Commander.

“Throttle response controllers are one of the safest, easiest upsells in the performance market. Plus, our built-in Anti-Theft Mode adds a security selling point, making it a practical choice beyond just performance,” he says. “It offers a very quick, simple install on a customer’s vehicle by downloading the app for easy profits.”

TUNER & PROGRAMMER PRODUCTS

HOT PRODUCT: Scorcher Blue Module for 2022-25 Toyota Tundra & Land Cruiser J300
FEATURES & BENEFITS: Used with the 3.4L V-6 engine it adds 93 hp and 153 pound-feet of torque; true plug-and-play power adder; Bluetooth app offers the ability to change the module on the fly, monitoring boost levels and custom tuning switch settings.
aFe POWER
Chris Kruckenberg
General Manager of PSI Power, a division of aFe POWER

HOT PRODUCT: Dual-Branded Bully Dog/SCT BDX
FEATURES & BENEFITS: Ability to connect over Wi-Fi, allowing for remote cloud custom tuning and software updates; holds 20 custom tunes; large, bright screen; five device unlocks; competitive price; offers the ability to return the vehicle to the stock calibration.
Derive Power LLC
Johnny Johnson
VP of Sales & Business Development

HOT PRODUCTS: Pulsar Modules
FEATURES & BENEFITS: Available for a wide range of gas and diesel applications; big power gains; on-the-fly adjustability; tire size adjustment; easy installation.
Holley Performance Brands
DiabloSport, Edge Products and Superchips
Michael Litsch
Senior Product Manager for Domestic Tuning

HOT PRODUCT: Private Label RTD (Remote Tuning Device)
FEATURES & BENEFITS: Combined with the TDN (Tune Delivery Network) phone app, it enables customers to send vehicle read files and share data logs and the shop to send calibration revisions; customers can read DTC’s and readiness monitors; tamperproof design.
HP Tuners
David Griffin
Business Development Manager

HOT PRODUCT: Pedal Commander Throttle Response Controller
FEATURES & BENEFITS: Designed to eliminate throttle lag or delay and provide instant acceleration response; four adjustable modes and 36 settings including Eco, City, Sport and Sport+; no ECU modification or voiding of warranty; Bluetooth app control; anti-theft mode.
Pedal Commander
Bob Shymkiw
President