The Pro-Touring Market: A Special Blend
Mixing new technology with classic appeal is what restomods are all about...
This article originally appeared in the November 2024 issue of THE SHOP magazine.
The overall popularity of what is known as the Pro-Touring/restomod class of performance vehicles just keeps growing and growing. Sure, the retooling of any classic muscle car is always eye-catching, but add in the latest hard parts and modern twists and you soon have the attention of shops and drivers alike.
Vintage automobiles that can stop on a dime and won’t overheat in traffic have a special appeal. Add in handling and performance upgrades, and maybe a subtle touch of class in the interior or a wheel and tire combo that blends the old with the new, and you’ve created something special and unique.
For shops looking to serve Pro-Touring customers, suppliers offer their latest observations on market trends, sales tips and hot products. Use them to find the perfect mix for your customer base.
STILL GROWING
Classic builds with a modern touch continue to appeal to a wide variety of drivers.
“The expansion of the market is arguably the biggest impact of the Pro-Touring/restomod movement,” says Rich Barsamian, VP of sales and marketing for Advanced Clutch Technology. “This movement has broadened the customer base by making classic cars appeal to a wider audience. Enthusiasts who previously might not have considered owning or restoring a classic vehicle are now interested, because modern technology can make these cars more practical, reliable and enjoyable to drive. By attracting new demographics and creating a crossover appeal between classic car lovers and those seeking modern performance, the restomod movement has fueled growth across multiple sectors of the aftermarket industry—driving demand for a wider variety of products and services and pushing the entire industry forward.”
Some believe it’s a natural extension of traditional hot-rodding.
“It opens up the category to additional enthusiasts and once again demonstrates that the performance market evolves over time,” says Tim Sayers, muffler development manager for Bora Performance Industries.
Today’s drivers are used to everyday vehicle technology that has progressed leaps and bounds over the past 30-50 years, says Michael Hamrick, events and promotions manager at Wilwood Disc Brakes. So, when they turn to a classic vehicle project, they often expect to blend the best of both worlds.
“Many customers have been driving modern vehicles that have great performance including their stopping ability. When a customer decides to build a restomod out of their 1969 Camaro, they are looking for as much or more performance than their modern daily driver,” he explains. “That is sometimes hard to do on these older cars. With the aftermarket community building better suspension, steering, wheels and tires, that leaves the last part for us at Wilwood Disc Brakes to match the performance these other manufacturers have delivered.”
Normal automotive evolution also plays into Pro-Touring.
“The reliability and comfort of classic cars has greatly improved with modern tech,” notes Nathan Peterman, senior design engineer at Detroit Speed and Engineering. “Along with that, younger generations are getting into classics and many great companies have emerged to supply the consumer demand in the market.”
Blane Burnett, marketing manager at Ridetech, says it’s difficult to overstate the effects Pro-Touring has had on the performance aftermarket.
“It allows us to enjoy a vehicle more fully, like our first car or truck or the classic we may have inherited. It is amusing that we look at those classics with rose-colored glasses sometimes, thinking we want them to function just like they did when they were new,” he says. “Do we really want that now that 10, 20 or even 50 years have elapsed? That is what keeps things fun—the constant pursuit of making something better keeps the hot-rodding spirit alive in our industry and is a large part of why it continues to be so enjoyable.”
A SPECIAL NICHE
As a shop owner, it’s important to recognize that not every customer fully grasps all the options and possibilities available in a restomod build.
“Many think that Pro-Touring cars are just for racing, but the overall goal is to modernize the complete driving experience,” Peterman explains. “Updating drivelines, suspension and electronics makes it easier for customers to take their classics on long trips with the comfort of a modern vehicle.”
That means asking a lot of questions on the front end of any job, Hamrick says, in order to get on the same page with the driver.
“What does the customer expect from the parts and service he is getting from the shop doing the work? Is he building a 1972 Nova and wants it to perform like his C7 Corvette? The customer’s expectations are usually much higher than the overall build and builder can provide,” he notes. “Asking the correct questions and giving the customer the best overall outcome on the parts and level of build they are paying for must be talked about in the very first conversation. Once this is done, the shop/builder then needs to discuss what parts are the best at the price the customer wants to pay and explain what’s needed to ensure the performance and fit will all go as planned.”
Everybody has an opinion on what to keep and what to change, says Sayers.
“What was popular in the past isn’t always currently popular. Some things are timeless and rarely change, while others do change.”
Television shows and social media can sometimes oversimplify Pro-Touring builds.
“The most common misconception is the consumer underestimating the complexity of restomod projects,” Barsamian says. “Many customers assume that upgrading a classic car with modern technology and performance parts is a straightforward process. Yet, these projects often involve extensive custom fabrication, wiring and fitting, which can make them far more complex than anticipated. This misconception can lead to misunderstandings about the scope of the work involved, making it the most frequent issue shops encounter when working with Pro-Touring customers.”
Burnett points to suspension selection as a prime example.
“We find that a lot of enthusiasts don’t truly understand that you can improve the performance and handling of a car without compromising the ride quality. Depending on the application, sometimes all three categories can improve simultaneously,” he says. “It’s vital for dealers to not be afraid to offer solutions that are capable of giving their customers another level of enjoyment when it comes to suspension solutions. If possible, schedule a time for the customer to be able to ride in a shop vehicle equipped with the product in question before they make up their mind on a path forward.”
MOVING FORWARD
There’s no beating knowledge and experience when it comes to competing for the top restomod jobs.
“To increase Pro-Touring and restomod business, shops should focus on building a strong portfolio of completed projects and showcasing them through high-quality photos, videos and case studies,” says ACT’s Barsamian. “Leveraging social media, attending car events and engaging with the community can help attract more customers and establish your reputation in the industry.”
There’s hope for professionals just entering the market as well, however—particularly for those who understand how different product sets can complement each build.
DSE’s Peterman advises, “Become knowledgeable with modern aftermarket components and, more importantly, how they interact with one another. Setup and tuning of modern suspensions, electronics and driveline is key to making a good build great.”
In fact, if you find certain products that work well together, consider creating combination offerings.
“Shops that are working with their customers and putting together a ‘package’ seem to be doing well with us at Wilwood Disc Brakes,” says Hamrick. “Shops that take the time to meet the customer’s expectations and ensure that the suspension works with the wheels and tires and the wheels work with the amount of brake the customer expects while keeping the budget in check are important. This makes for a happy customer that will come back and tell his friends how great of a job the shop/builder did and hopefully help the shop gain business.”
Once you’ve found success, Sayers from Borla recommends telling everyone about it.
“Make sure that your current and prospective customers know that you are in the Pro-Touring business,” he says. “Social media, newsletters and articles in local newspapers are good ways to get the word out.”
Quality work will help pros build a reputation and, more importantly, develop a knack for creating unique, consistent, eye-catching builds.
“One of the things that a shop may overlook from time to time is what isn’t being communicated in the conversations they are having with their customers,” says Ridetech’s Burnett. “While the vehicle they are bringing in for work may look a certain way and the parts the customer is asking about may lead to a certain conclusion of how it will be used, it’s always important to ask: How are you going to use the vehicle? Starting there will greatly improve the ability of the shop to 100% deliver on customer expectations and serve to improve repeat business long term.”
Rome wasn’t built in a day, he adds, and your business won’t be either.
“Keeping in mind that these folks are entrusting their childhood dream or lifelong passion to you and your staff will help continue building bricks of success for your shop in particular and separate you from the rest of the shops in your immediate area.”
PRO-TOURING PRODUCTS
HOT PRODUCT: 10.5-Inch Mod-Twin Clutch
FEATURES & BENEFITS: Applications include several late-model GM modular twin clutch kits that can hold up to 1,496 pound-feet of torque at the engine; better-than-stock pedal feel with an improved engagement point and smoother shift.
Advanced Clutch Technology – ACT
Rich Barsamian
VP Sales & Marketing
HOT PRODUCTS: CrateMufflers
FEATURES & BENEFITS: Eliminates or drastically reduces drone/resonance on cataloged applications; offers the looks and installation flexibility of a universal muffler with an application-specific sound in a choice of systems; 3-inch LS applications coming soon.
Borla Performance Industries Inc.
Tim Sayers
Muffler Development Manager
HOT PRODUCTS: Quick-Ratio Steering Boxes
FEATURES & BENEFITS: Applications available for GM cars and trucks; 12.7 steering ratio combined with DSE proprietary valving greatly improves steering feedback; the modern-feel steering box complements aftermarket or factory suspension; attractive price point.
Detroit Speed and Engineering
Nathan Peterman
Senior Design Engineer
HOT PRODUCTS: 1979-93 Fox Body Mustang Suspension Components
FEATURES & BENEFITS: Front Short Long Arm (SLA) system replaces the front OE MacPherson strut assembly with a double-wishbone design; bolt-in IRS conversion system enhances autocross and road course capabilities and improves street manners.
Ridetech
Blane Burnett
Marketing Manager
HOT PRODUCTS: Billet Flexline Clamps
FEATURES & BENEFITS: Kits include everything needed to plumb the rear end and work on 3-inch-diameter axle tubes in most Ford 9-inch and GM 10/12-bolt rear ends including 12-inch flexline, a pair of billet clamps, chassis fittings and clips, steel braided lines and caliper fittings.
Wilwood Disc Brakes
Michael Hamrick
Events & Promotions Manager
