Performance Business - May '13

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A good, knowledgeable counterperson can lead racers to the right parts and keep them coming back for more. (Photo courtesy KRC Power Steering) carb that we released in 2011, which has already become hugely popular." And an exciting product from Tiger Quick Change is the company's HighPerformance Rear End Oil, according to Ashlee Sieveke, director of marketing and business. "It is a heavy-duty, extreme-pressure gear lubricant compounded in a fully synthetic base with no petroleum base whatsoever. In addition to reducing friction and wear caused by extreme temperature, the oil contains additives that prevent rust, oxidation and corrosion from occurring, as well as an anti-foaming agent to maintain top performance and extend the life of the quick-change (rear end)." More to Come Spring is always a time for optimism, and our sources believe that good things lie ahead for shops serving the oval track market. "I feel like there may be some modest gains in car counts this year and if the construction and housing industries continue to improve, we may see even more gains next year," says Mealey. Schroeder is also anticipating a strong season. "Why not?" he asks. "The NASCAR season has started off with a lot of excitement, the sport is being talked about in headline news and in general conversation with even non-enthusiasts. Gas prices are at good levels right now and could get better in the future with oil and natural gas drilling now booming in the United States." Sieveke notes that early activity from racers should make for good times ahead. "Indications show that this circle track season will be extremely successful. Teams seem to have started preparing earlier than they have over the last few seasons, most likely due to the poor economy." Of course, things are different in different parts of the country. So, to take advantage of the positive conditions, shops need to be tuned-in to their local markets. Asked about unique local demands for professionals, Schroeder points to two areas: "crate engines and knowing the rules at the different local tracks." Tichenor also recommends paying particular attention to what's in your warehouse and on your shelves. "The product mix (shops) need to carry and know about is a little different than drag race or street car parts. They need to work with their WD to understand which products are considered consumable in the circle track market." A key realization, Sieveke says, is that each customer will come in with individual needs. "Identifying the different needs of each customer is crucial. Asking the right questions and educating the customer on the options available and the performance advantages of each is especially important." After all, grueling circle track events put cars, drivers and parts to the ultimate test. "It may look like a Sunday drive around an asphalt or clay track, but make no mistake that they are very violent conditions," says Fordyce. "Bumps, holes, ruts, following too close and the occasional rubbing all create vibration and heat issues that a spectator couldn't even imagine. This gives speed shops and engine builders the opportunity to find products or combinations of products that will survive in these extreme conditions and give a unique offering to their customers." A background in racing or experience serving this market will take a shop far. May 2013 PBMAY 2.indd 23 n Performance Business n 23 3/29/13 2:56 PM

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