Cooling CardsPerformance Racing Industry

Mike Magda

March 1, 2022

Cooling Cards

Marketing products that keep race engines at the right temperature involves a diverse promotional strategy that includes social media, shrewd advertising, and trips to the track.

No report about selling automotive racing products can be written today without referencing the impact that COVID-19 is having on the industry. The market segment that manufactures performance cooling equipment is no exception.

From scarce labor to a limited supply chain, the pandemic has also affected marketing strategies that help suppliers get word of current and new products out to the performance community.

“I would say we’re in a very interesting, kind of gray area for our marketing at the moment,” said Jalen Frye of PWR North America, Indianapolis, Indiana. “When COVID hit us, our production got really backed up. We had an influx of orders and a skeleton crew, so that pushed our lead times out quite a bit.”

Frye joined the company’s marketing efforts in the summer of 2021 and focused mostly on maintaining the existing sponsorship deals and other motorsports efforts.

“A lot of the sales we’ve been able to generate on the aftermarket side have come from either word-of-mouth or social media,” added Frye. “We’ve been fortunate to have our customers tell our story.”

It’s a similar narrative over at CVR Automotive Racing Products in Arnprior, Ontario, Canada. “CVR has always been a word-of-mouth company, and the racing community has always been our best promotor,” said Ron Thomas. “Not only the racers but the distributors understand the quality and have always conveyed that to the customer.”

CVR offers a unique modular water pump that will fit a variety of engines, depending on the installation kit. There’s a common center unit machined from billet aluminum that supports a 12-volt motor and billet impeller. Depending on the installation kit, the pump will fit a Chevy or Ford small or big block engine. It’s even available in different colors.

“We manufacture our water pumps in Canada, and our goal is to design and make as many component parts as possible. When we can’t make a particular part, we find the best one on the market, not the cheapest one,” explained Thomas, adding that the company’s distributor network is vital to its marketing efforts. “CVR has always marketed through our distributors by providing them with the most up-to-date images and information. We rely on their marketing judgment as they know their customers’ wants and needs.”

Three Dependent Factors

Automotive cooling systems are unique in that there are three separate factors that are dependent upon each other for optimum performance. First, there’s the engine, where the heat is generated and absorbed by coolant that flows through the cylinder block and cylinder heads. Next is the radiator, where the coolant disperses the heat, and then there is airflow—which depends on vehicle grille design, fans, and shrouds—that draws that heat from the radiator fins.

Based on a sampling of cooling product suppliers, marketing and selling to racers can also be broken down into three factors: promoting social media platforms, building a strong website backed by strategic advertising, and spending time at the races. That is, after getting caught up on all the back orders.

While some cooling system manufacturers are testing new marketing methods, many are focused on more essential issues. “We’re trying to fulfill all the orders,” explained our source at Canton Racing Products.

“Marketing efforts haven’t changed a lot from [COVID] just because we’re trying to fulfill all the orders,” said Iann Criscuolo of Canton Racing Products, North Branford, Connecticut. “It’s kind of an inverse problem.”

Canton has seen growth in model-specific supercharger coolant tanks as well as universal styles. The model-specific tanks are built to stand out from the factory and competitive units.

“We use .100-inch aluminum, and we offer a black powder coat,” said Criscuolo. “There’s an aesthetic appeal to them along with durability. We do promote those features, but the application is also important, either for their niche or for the certain dimensions that they need to fill. Engine space can be tight, so we build custom tanks.”

Diverse Catalog

For the future, Canton is studying the intercooler market, but coolant expansion tanks and supercharger coolant tanks are keeping the company busy, along with oil coolers and other lubrication-related products. In fact, some companies with a broad range of performance products suggest that having a diverse catalog helps market its cooling line.

“I think we have an advantage in not only just supplying them with the universal cooling and heating products, but also showing them that we have more to offer for engines, whether it be brackets and pulleys, ignition products, fuel-injection systems, oil pans,” said Ralph Martinez of Top Street Performance, Santa Fe Springs, California. “It really opens up the door for us to show that we can help them.”

About 25–30% of Top Street’s sales is from cooling products, and much of those come as the warmer months approach. “Spring and summer are really our high-selling months when we see an increase in the cooling category,” said Martinez. “That’s because the customer’s replacing the water pumps or replacing the radiators. And, of course, new fans are the most popular product.” There are no new cooling products under development, he added. “Right now, we’re just trying to focus on the current products and trying to make them better.”

For some cooling suppliers, COVID didn’t hamper normal marketing efforts with the exception of important trade shows and racing events that were cancelled in 2020.

“We sell a lot of our products through distributors and on our own website,” noted Gary Johnson of FLUIDYNE, Mooresville, North Carolina. “If there’s been a change, it’s the fact that we haven’t had trade shows and we’re unable to go to as many races. So that’s not a change in our strategy, that’s just a change in the result.”

For nearly 30 years, FLUIDYNE has been associated with numerous racing series, whether through sponsorships, participating at events, or setting aside contingency money.

“We have a lot of access to the people and products as a result of that sponsorship,” said Johnson. “We have awards that we present based on how they do in their races or in the points. We participate with the sanctioning body to give it an opportunity to help build its show. I let the sanctioning body choose how it wants to reward its racers, but it makes sure the racers who use my products have my stickers on.”

Following up on conversations from the 2021 PRI Trade Show, future areas of participation could include off-road racing and an expanding dirt-track presence. The company also developed products for the vehicles in the recently launched SRX series. “That certainly opened up our exposure,” added Johnson. “A lot of people went to those races.”

More Clicks, More Likes

While companies will get more facetime with racers this year as COVID restrictions ease, the key marketing buzzwords for our sources still seem to be “social media.” Marketing departments continue weeding out the many choices on the Internet, including learning about “influencers.”

“We do have some influencers,” said Ryan Salata of PROFORM, Warren, Michigan. “There are a few professional racers who will test our products. They’ll take pictures, some lifestyle-type shots, show how to install it, and provide a couple of additional tech specs. Basically, for the cost of a product, a bunch of marketing gets done for us.”

Traditional advertising remains a core component of marketing strategies. Salata said PROFORM is ramping up ads on digital platforms. “In addition to increasing ads, we’re running some A-B tests to see how one ad compares to another, and then choosing the best one. We also tweak it from there as time permits.”

Even though sales go directly to jobbers and NWDs, PROFORM will market to the end user. The strategy is to promote product categories rather than specific part numbers. “For example, it will be a Slim-Fit radiator ad as opposed to a Camaro radiator ad,” noted Salata.

**Many manufacturers are diving deeper into digital marketing. PROFORM is ramping up ads on digital platforms while collaborating with social-media influencers.**

Moroso in Guilford, Connecticut, started offering resale customers more digital information on its products along with those from sister company Competition Engineering, even before COVID-19 prompted many suppliers to rethink their marketing strategies. This move helped the retailers educate their staffs along with customers.

“At present we are working on a revised website that will be more user friendly for our customers to find part numbers and information about them quicker,” said Thor Schroeder, noting that new products are promoted based on features that help separate them from the competition. “We’ll list the attributes of our newly released products based on the testing that we have done with claims that are based on fact and not speculation.”

Citing the company’s 50-plus years of experience and a well-known name, Schroeder noted, “There is always the headache of not resting on our laurels and doing better than what we have done in the past. That is always a contributing factor if we are going to bring a product to market—what attributes the customer is expecting of the product and how we write the instructions. Even during the course of the life of the product, the product might get revised based on customer input and/or rules or technology changes.”

Direct Communication

For Be Cool Radiators, which is based in Essexville, Michigan, the pandemic prompted the company to improve direct communications with customers along with expanding social media opportunities.

“We set up direct telephone support lines to Be Cool technicians, plus customer builds were featured on YouTube channels and other social media platforms,” said Fred Militello, adding that website improvements were also made. “Any novice computer user can navigate. It has turned into a one-stop shop from tech advice to parts ordering.”

A key point in Be Cool’s marketing push is emphasizing that all engineering, testing, and production is based in the USA, and that the company stands behind its warranties. “Also, we have quick turn-around and special one-off builds for racers,” added Militello.

**Marketing in all sectors increasingly emphasizes education. Moroso now promotes products largely through in-depth information provided to retailers and their employees.**

Delivering high-quality components is the emphasis found in marketing material from Maradyne High Performance Fans in Cleveland, Ohio. “Our electric engine cooling fans are designed, manufactured, and assembled in company-owned plants where we ensure that only the highest-grade materials are used and strictest manufacturing standards are adhered to,” said Jim Kahl. “All of our motors are designed for long-life, durability, and use in harsh environments. These motors perform exceptionally well not only for everyday use, but also in extreme conditions. All of our products are performance tested before they leave our factory to guarantee that they stand up to the most demanding high-performance needs and expectations.”

To relay that message, Maradyne communicates with customers through its website and social media channels on Facebook, Instagram, and YouTube. “We work hard to stay current by introducing fresh content and updates regularly, but nothing works better than maintaining close personal contact with our customers,” Kahl added.

One of the more interesting marketing efforts in this segment involves PWR, simply because many racers grew up using C&R cooling products and remember that distinctive C&R logo painted on radiators. In 2015, C&R was acquired by PWR Performance Products in Australia, so the rebranding efforts can be delicate.

“It can be a tough transition,” said Frye. “People still call wishing they could find C&R racing equipment. And they can, and it’s actually better now. But we’ve done our best in the last couple years to shift people over and let them know what happened and why the name change.”

Part of the rebranding involves promoting the R&D facilities and advanced capabilities in Australia, and then reminding customers that every product is made in-house from raw materials.

“They have a wind tunnel in this incredible facility,” noted Frye. “A lot of our developed parts start their cycle over there. When the design gets here, we can make a few tweaks for the American market. They know exactly what they’re getting because everything is made here in-house.”

PWR likes to promote its success with tackling challenges in the drift car market. “They’re going 80 to 100 mph sideways, so it’s hard to get really good airflow,” said Frye. “Those guys who run hot look at the leaders and ask what they’re running. They’re going to need a specific package, and we’re able to offer that. But we also have universal drift packages and universal drag radiators if they don’t want to spend a ton of money.”

New Opportunities

Expanding opportunities in performance cooling is keeping the marketing departments busy reaching out to those racers.

“We’re trying to expand the powersports business,” said Chuck McKaige of Northern Radiator, Willmar, Minnesota. “At SEMA, a major distributor saw a couple of ATV, UTV pieces on display. It seems like it’s a little more difficult of a market to break through just based on how often a radiator in a UTV actually fails.

“It’s not really new, but it’s new to us—in the last several years our diesel product has really caught fire,” continued McKaige. “We offer an OE-style radiator, but it’s better. The tanks are better, the connection points between the tank and the core are much more secure. We also have a fan-shroud assembly that allows removal of the engine-driven fan, which allows more air movement. We’ve also introduced a new controller that enables a standard brushed fan to operate like it’s a brushless fan.”

**Cooling-system manufacturers are rising to the challenge of designing and building products during the pandemic. At the same time, they’re sharpening how they market to the racers they serve.**

To help reach these new customers, Northern Radiator put its website on a new platform. “Our website allows people to go in and look at every product that we have, and many of them are application-specific,” explained McKaige. “There are some products that are universal, but we have all the dimensions. So, the customer has to know which piece that they really want.”

The increasing popularity of turbochargers is motivating Power Cool Systems in Brighton, Michigan, to develop advanced intercooler designs. “We have a couple of drag racing coolers coming,” said Earl Lemley. “Everyone wants higher performing coolers in a smaller air space. We’ve been working on new fin technology and technology internal to the tubes.”

As with any technology breakthrough, the company has to get the word out. Power Cool is expanding its social media outreach and redesigning its website. “We’re going to make it more of a digital marketplace,” said Lemley. “That said, we still value face-to-face interaction, and we really want to listen to the race teams and find out what they want.”

Lemley explained that Power Cool’s goal is to “educate the racers about our technology,” including the company’s core. “On the radiator side, we leverage that our parent company, TWI Systems Group, does OE development. We can pass the same thermal cycle and durability testing. Racers don’t want to worry about their cooling system. They have other things that they need to do, like going fast.”