Tuners & Programmers: Helping Drivers Maximize Performance & Drivability

This article on Tuners & Programmers originally appeared in the June 2026 issue of THE SHOP.

In one sense, today’s vehicles can be viewed as rolling computers, housing electronics that help with everything from engine management to speedometer readings. The secret is that certain factory settings hide added capabilities and efficiencies that can be unlocked with aftermarket tuners and programmers.

From improved drivability and towing performance to switching off unwanted OEM features, today’s tuners and programmers offer attractive, legal adjustments that can make a real difference in driver enjoyment.

For shops looking to add these services, suppliers offer information on market trends, customer patterns and hot new products to help you dial in the desired ride for clients looking to adjust their operating parameters.

EVOLVING MARKET

Adjusting a vehicle’s electronic controls may seem intimidating, but the knowledge shops need to do it safely, legally and effectively is available from quality suppliers.

“Customer demand is not slowing down, it’s evolving,” says Jacob White, brand manager for Edge Products. “Today’s trucks are more software-driven than ever, and that plays directly into the hands of shops. Modern diesel trucks rely heavily on ECU-controlled systems, which means total vehicle feature control and performance gains are all unlocked through aftermarket calibration tools. High-dollar vehicles with warranties require a shift toward inline modules, where Edge has always had leading product lines.”

Various offerings allow installers the opportunity to meet consumer demands while working with factory controls and within the parameters set by state and federal regulations.

“With increasingly closed-off access to ECU reprogramming due to manufacturers’ restrictions, the aftermarket sector has seen an uptick in plug-and-play power modules,” says Loc Nguyen, application engineer – electronic products at aFe POWER. “These modules allow for quick installations and easy gains, coupled with faster turnover rates for shops, making them a no-brainer.”

The use and installation of handheld tuners represent an opportunity for high-margin revenue in shops, says Kirstin Backes, sales and marketing director, COBB Trucks, for COBB Tuning.

“Beyond that, most tuning products are versatile—whether you specialize in off-road and overlanding rigs, drag cars, sport compacts or even the high-end luxury market, there’s a straightforward tuning solution on the market for your needs,” she says. “You also open a door for repeat customers, because a good handheld tuner means they can upgrade as they go. On the first visit, they might get a tune and go home happy. A few months later, they’re back to add an intake and re-tune, and they’re going home even happier—and the list goes on from there). You have the ability to stairstep your customers’ mods in a way that’s digestible and leads to return business.”

Certain markets are fueling industry growth, including those beyond the street or racetrack.

“The Jeep and off-road markets are always hot, and owners are upgrading everything from wheels and tires to engine swaps, all of which require a tuning solution,” says Mike Litsch, brand manager at Superchips and DiabloSport, both Holley Performance Brands.

Once viewed as a performance product, today’s tuners and programmers focus on the total driver experience.

“With increasing vehicle complexity and tighter emissions and efficiency standards, customers are actively looking for ways to safely unlock performance, improve drivability and optimize fuel economy,” says Lance Zumwalt, chief revenue officer for Derive Systems. “At the same time, modern tuning platforms like the SCT BDX have become more user-friendly, cloud-connected and VIN-specific, reducing the barrier to entry for both shops and consumers. This creates an opportunity for shops to offer high-margin, value-added services that enhance customer satisfaction and differentiate them from competitors.”

DRIVER CONTROL

The “custom” in vehicle customization doesn’t always have to come in the form of performance or aesthetic upgrades. A personalized driving experience is a strong selling point for many consumers.

“Demand for tuning products and services is as strong as ever, with more and more late-model vehicles implementing ‘features’ that users want to disable (Dynamic Fuel Management, Multi-Displacement System, Engine Start-Stop, etc.) while older cars and trucks are still being modified and upgraded at a strong pace,” says Litsch. “Tuning can be a great first mod that delivers real-world results and takes the users down a performance upgrade journey.”

A common misconception, says Zumwalt, is that tuners are only for high-performance or racing applications.

“Many customers use devices like the SCT BDX for everyday benefits such as improved throttle response, towing performance and fuel efficiency,” he notes. “Another misconception is that tuning is overly complex or risky, when modern devices are designed with safeguards, preloaded calibrations and cloud-based updates that make the process straightforward and reliable.”

Their somewhat technical nature can sometimes give installers pause.

“Shops that are not familiar with how plug-and-play modules work may have the misconception that these products are hard to install,” says Nguyen. “Most do not take more than 20 minutes from start to finish. A quick glance at the installation instructions included or even online on our website would reveal how simple the installation would be. Removing the module and restoring the vehicle back to stock form is just as simple.”

Shops may find themselves facing the mindset of “all tuning is illegal.”

“It’s simply not true,” says Backes. “At COBB, we’ve pursued CARB EOs to meet the demands of shops and consumers in all 50 states. The tunes are proven not only safe for your customers’ cars, but emissions-compliant—there’s no better way for your shop to quickly and easily offer your customers power and performance.”

White explains the products are attractive because they are designed to be quick, user-friendly and repeatable, “making them one of the easiest, highest-margin services a shop can offer. There’s also a belief that tuning is a one-time sale. In reality, it often opens the door to additional upgrades and long-term customer relationships, making it a strong entry point into broader diesel performance work.”

A REAL DIFFERENCE

Shops looking to increase sales of tuners and programmers can start by explaining the real differences they make in vehicle performance and driver control.

“Focus on selling the outcome, not just the device,” says White from Edge Products. “Most diesel customers aren’t walking in asking for a tuner—they’re asking for better towing, fuel economy or drivability. When shops position tuning as the solution to those real-world needs, close rates will go up.”

Backes explains how the benefits stretch far beyond added horsepower.

“Historically, ECU tuning was for big power, big builds and blank-check customers, but that’s not the case anymore. Limiting yourself to ‘power’ as a sales pitch—especially if you work in a market that’s not necessarily known for raw power—is a missed opportunity,” she believes. “I like to say we specialize in ‘performance,’ which goes much further than power numbers on a dyno sheet. Transmission tuning can be to accommodate and make use of power on the track, or it can be for driving comfort on long road trips. Things like dynamic pedal control (throttle enhancement), speedometer calibrations or tow-specific tunes—each one of these adjustments won’t add power, but they can level up performance and change your customer’s driving experience dramatically.”

Litsch from Superchips and DiabloSport recommends shops spend time investigating the different products and their features.

“Look at entry level products from Superchips like the Flashcal that address common needs like Tire Size/Speedometer recalibration, which the user can then upgrade to a tuning product at home anytime they like,” he explains. “After they tune the vehicle, they’ll come back looking for more upgrades.”

Once shops see a pattern, he adds, they can keep fast-movers in stock and ready to go.

“Focus on solutions the customers are seeking. Is the throttle response not what they were hoping for? Tuning can help. Do they hate when it goes into AFM (Active Fuel Management) and drops four cylinders after they installed an aftermarket exhaust? Tuning can solve that. Is their speedometer off after swapping tires? Tuning is the answer. Do they wish their ride had more power? Who doesn’t? Tuning is the answer.”

An educated staff of salespeople and installers help build trust with new clients.

“By familiarizing themselves with how plug-and-play modules add horsepower and torque, and how easy it is to install them, shops can gain more confidence in recommending these products to their customers,” says Nguyen from aFe POWER. “By arming themselves with knowledge, confidence is higher when making sales and recommendations to the customer base.”

Derive’s Zumwalt agrees that education is key.

“Shops that take the time to explain the real-world benefits of tuning—such as better towing capability, smoother shifting or improved mileage—tend to see higher conversion rates,” he says. “Bundling tuners with complementary upgrades like cold-air intakes or exhaust systems and offering installation or setup assistance can also increase average ticket value. Demonstrating before-and-after performance or customer testimonials can further build trust and drive sales.”

TUNERS & PROGRAMMERS

HOT PRODUCT: Module 77-86005 for New-Gen Toyota Tundra 3.4L
FEATURES & BENEFITS: Adds 93 hp and 154 pound-feet of torque; developed for everyday spirited driving or towing large trailers; deliver gains without compromising reliability or longevity; 20-miute installation; part 77-42018 for new Cummins engine also available.
aFe POWER
Loc Nguyen
Application Engineer – Electronic Products

HOT PRODUCT: COBB Accessport
FEATURES & BENEFITS: Top-selling handheld tuner adds power and performance with off-the-shelf tunes, particularly when used as part of a Stage Power Packages; includes tunes specifically for mods we offer such as intakes, intercoolers and exhaust at no extra cost.
COBB Tuning
Kirstin Backes
Sales & Marketing Director, COBB Trucks

HOT PRODUCT: SCT BDX Performance Programmer
FEATURES & BENEFITS: Strikes the right balance between performance, ease of use and modern connectivity; supports a wide range of Ford, GM, Dodge and Toyota vehicles; Wi-Fi-enabled, cloud-based tuning ecosystem; real-time data monitoring, datalogging and diagnostics.
Derive Systems
Lance Zumwalt
Chief Revenue Officer

HOT PRODUCT: Evolution CTS3 Tuner
FEATURES & BENEFITS: Combines tuning, monitoring and diagnostics into one platform; offers a full color touchscreen; plug-and-play with preloaded tunes for towing, economy and performance; delivers real time data and Wi-Fi update capability.
Edge Products (a Holley brand)
Jacob White
Brand Manager

HOT PRODUCT: All-new Superchips Flashcal+
FEATURES & BENEFITS: Covers 2007-2026 JK, JL and JT models; app-based device allows quick, easy access to Jeep-specific features; built-in tire size wizard; live crawl screen; off-road functions include lighting configurations, TPMS adjustment, speedometer calibration and more.
Superchips (a Holley brand)
Mike Litsch
Brand Manager

HOT PRODUCT: Pedal Commander PC18 Throttle Response Controller
FEATURES & BENEFITS: Single part number fits every Ford and Lincoln vehicle since 2012; controlled through mobile app or dashboard panel; three increase, three decrease and ECO Mode settings; Anti-Theft Mode disables the accelerator pedal or drive by wire.
Pedal Commander
Bob Shymkiw
Commercial Lead – B2B & B2C/Marketplaces