This article originally appeared in the August 2025 issue of THE SHOP Magazine.
While most of the Japanese and European vehicles that make up today’s sport compact industry are, well, compact, there’s nothing undersized about the potential of the import performance market.
Offering a new generation of dedicated enthusiasts backed by a variety of small to mid-size vehicles at various price points, the market provides an enticing opportunity for shops equipped to service and upfit these diminutive rides that nonetheless pack a real punch.
With an interest in styling, performance and technological upgrades, it’s a crowd that’s looking to build long-term partnerships with trusted professionals. To take advantage, suppliers offer thoughts on the current state of the market, as well as sales tips and insights on hot new products.
BIG INTEREST IN SMALL CARS
Import performance shops are now benefiting from the maturation of small car enthusiasts over the past two decades.
“The market is experiencing a strong resurgence, fueled by renewed interest in 1990s and early 2000s Japanese and Euro platforms. Enthusiasts who grew up during the ‘golden era’ of tuner culture are now returning—with more disposable income and a desire to build the cars they idolized,” says Rich Barsamian, vice president of sales and marketing for Advanced Clutch Technology (ACT).
From iconic models like the Supra, RX-7 and Civic Type R, to modern upgrades for classics like the S13 and WRX, there’s a surge in demand for high-quality performance parts, tuning and restoration services, Barsamian says.
“This trend opens the door for shops to tap into a passionate, growing customer base that’s eager to invest in performance and authenticity.”
These drivers are usually very engaged and know what they want, says Eva Brendle Tran, marketing director for LIQUI MOLY USA Inc.
“Moreover, they can afford to spend the money it takes to let their ideas become reality. Successful builds and a breathtaking driving experience will ensure satisfied and loyal customers,” she says.
A healthy dose of younger enthusiasts bodes well for the long-term health of the market.
“This is a growing, high-value, high-use segment. Young people dominate this segment, making up some 60% of specialty equipment purchases—and there are more drivers under the age of 25 today than there were two decades ago,” says Phillip Kane, CEO of Turbo Wholesale Tire/Lexani. “What’s more, performance tires tend to wear out more quickly, and comparatively, across every tier, tend to be more expensive than other tires, making the Customer Lifetime Value (CLV) for consumers in the import performance space extraordinarily high.”
And there are a lot of potential projects on the road today.
“A significant portion of the vehicles sold in the U.S. are import vehicles,” says Tim Sayers, muffler development manager for Borla Performance Industries Inc.
DELIVERING REAL RESULTS
While some of the most visible vehicles in the sport compact/import performance segment may seem like typical daily drivers, their owners see a potential for much more.
“Some people don’t think of import vehicles as the types to be modified,” says Sayers. “In actuality, there are many import vehicles that the owners will modify.”
Meanwhile, Barsamian says many professionals in the market falsely believe import performance fans only care about price.
“In reality, many of these enthusiasts prioritize quality, brand reputation and proven performance over just finding the cheapest option. They often do extensive research, value expert advice and are willing to invest in upgrades that deliver real results—especially when it comes to trusted brands and proper installation,” he says.
Auto influencers and content creators are helping by recommending consumers use the same quality brands they use in their social media feeds, Barsamian continues.
“Shops that focus on education, performance gains and long-term value will earn their loyalty far more than those simply competing on price.”
And, while dedicated, even hardcore sport compact enthusiasts may not have high-level knowledge of all the different product categories, making professional expertise a valuable resource.
“Just because the driver understands performance, that doesn’t mean that they necessarily understand tires as well,” says Kane. “Shops should treat these buyers like any other and take the time to qualify them and then help them choose the tire that’s exactly right for their vehicle and driving needs.”
This is one area where the Japanese and European vehicle segments can differ, he continues.
“Shops should recognize that there is a relatively profound difference between the JDM (Japanese Domestic Market) tuner and stance business—often simply referred to as ‘import performance’—and the European performance business, which encompasses vehicles such as BMW, Volkswagen, Audi and Porsche,” Kane notes. “The former is mostly marked by odd sizing, DOT-approved slick track and drift-type tires, and typically significant changes in ride height and camber. The latter, though, is usually characterized by OEM replacement tire sizes or plus-one fitments, engine management tunes, exhaust swaps and suspension modifications.”
Brendle Tran says similar high-level knowledge is important when it comes to choosing the proper performance oil for various import performance vehicles.
“A common misconception is that the SAE viscosity is the most important part of an oil,” she reveals. “Instead of relying on the viscosity when choosing the motor oil, you have to look at each model’s specifications and the manufacturer’s approval to find the right one.”
THE KEYS TO INCREASED SALES
A key tip for shops looking to increase import performance sales is to position themselves as knowledgeable enthusiasts and not just sellers, says Barsamian from Advanced Clutch Technology.
“Stocking popular SKUs is important, but what sets a shop apart is the ability to guide customers with credible, experience-based recommendations. Hosting tech nights, showcasing customer builds on social media and partnering with respected brands or local tuners builds trust and community,” he explains. “When customers see your shop as part of the culture—not just a business—they’re far more likely to return, spend more and refer others.”
It helps if you’re part of the scene, says Sayers from Borla Performance Industries.
“You need to have someone in the shop that understands the import market and stays current with the trends,” he suggests.
Also, working with suppliers that understand the market can help shops thrive, says Kane from Turbo Wholesale Tire/Lexani.
“We want tire shops to recognize the growing number of credible performance options in Tier 3, like those from Lexani. We fast-follow popular European and Japanese performance OE fitments to ensure that we have the sizes drivers need at first replacement,” he says. “The results are extremely capable, ultra-high-performance products at half or less than Tier 1 pricing. Shops should be recommending these products without reservation.”
When it comes to customer interactions, Brendle Tran from LIQUI MOLY USA says there are two directives for shops—listen carefully and ask the right questions.
“Try to understand the customer’s individual needs and wishes as well as the requirements of the application,” she recommends. “By selling the right products, you can make your customer happy, and he will probably return to your shop.”
IMPORT PERFORMANCE PRODUCTS
HOT PRODUCT: 225mm Mod-Twin Clutch Kit
FEATURES & BENEFITS: Spring and solid hub options available to fine-tune NVH and drivetrain shock absorption; holds up to 1,180 pound-feet of torque at the engine; increased heat dissipation; all parts are modular; completely serviceable with replacement parts.
Advanced Clutch Technology
Rich Barsamian
Vice President Sales & Marketing
HOT PRODUCT: Performance Exhaust Systems
FEATURES & BENEFITS: Particularly popular are systems with mufflers that feature our Extended Polyphonic Harmonizer Muffler Core design, such as our 140912 application for the BRZ and GR86; combine form, function and appearance; internals visible inside the tip.
Borla Performance Industries Inc.
Tim Sayers
Muffler Development Manager
HOT PRODUCT: Lexani Freccia Tire
FEATURES & BENEFITS: True, extreme traction, summer, ultra-high-performance tire; initially available in 36 sizes in both W and Y speed ratings; “soft inside, firm outside” construction enables confident handling and wet grip; lateral rib grooves help dissipate noise.
Turbo Wholesale Tire/Lexani
Phillip Kane
CEO
HOT PRODUCT: Molygen New Generation Motor Oils
FEATURES & BENEFITS: Complete series of high-performance, low-friction motor oils; available in 0W16, 0W20, 5W20, 5W30, 5W40 and 5W50 viscosities; designed for optimum engine performance, efficiency and service life; Molecular Friction Control additive minimizes wear.
LIQUI MOLY USA Inc.
Eva Brendle Tran
Marketing Director