Diesel Market Power - Compression-ignition performance is still hot

Diesel Market PowerCompression-ignition performance is still hot

Publish date: Oct 1, 2008
By: Tom Morr
Source: Styling & Performance

Although the light-duty diesel aftermarket has existed for decades, the segment didn't explode 'til this millennium. Manufacturers and enthusiasts discovered enormous potential in late-model, computer-controlled Detroit Three oil-burners. Diesel vehicle sales shot upward; aftermarket manufacturers and install shops spread like kudzu taking over Tennessee.

But did the aftermarket reach maximum thrust/critical mass when No. 2 diesel prices leap-frogged high-octane gasoline? Will diesel performance follow the sport-compact market as a high-soaring, suddenly-stalling segment? Or has the higher cost of fuel simply caused a downshift in the market?

GROWTH SPURT SLOWS

Intakes and electronics remain popular for current-generation diesels. This 6.7L Cummins has an æM Brute Force cold-air kit and an Edge Juice module (lower right between battery and squirter bottle).

Double- and even triple-digit growth have been part of the diesel-performance DNA. The typical annual revenue for many diesel specialists founded in the 1990s increased by an average of 30 to 40 percent during much of this decade. Then fuel prices applied the brakes to the industry about 18 months ago. Business plateaued from its torrid pace, but the slow-down has been gradual instead of panic-stop. Superchips President Tom Bennett says that his WDs claim their diesel business is down 10 to 20 percent. Although Bennett declines to divulge Superchips' diesel-line sales, he says, "[As a company], we're down less than that because we're more diversified."

Edge Products, a sister company to Superchips under the MSD umbrella, concurs. "Our sales are softer than in the past, but it's crazy busy here," says Edge Marketing Director JB Hinrichs. "Income for discretionary spending is down. But Edge is considered a premium brand, and our customers aren't as susceptible to changing economics."

Edge recently introduced its Mileage Max module, which is now its third best-selling line behind the Juice with Attidude module/monitor and Evolution programmer. This mix could change as more Mileage Max applications are released.

At Bully Dog, the outlook is positive. "Although we're not hitting every [sales] goal, we have not seen a drop-off or slow-down," says Marketing Manager Mike DeFord. "2008 is looking very close to 2007—we're on tap to see a slight increase."

Similarly, RBP is banking on a big 2008 in the midst of economic uncertainty. "[July 2008] was one of our best months ever," RBP president Roland Trudell says, partly crediting an increase in RBP's enthusiast-magazine advertising for this success.

CHANGING PRIORITIES

Bassani offers a stainless system for 2008 Powerstrokes, which is engineered to clear aftermarket lift kits and has a muffler-delete option. Some companies have put DPF-app exhaust systems on hold.

Diesel customers' priority pendulums have swung from huge power to higher efficiency. "The primary reason for purchase of our diesel products was performance, with only 10 percent of customers mentioning improved economy," Superchips' Tom Bennett says. "Economy has become 90 percent of our customers' reason [to buy] in the last nine months."

Tom Morr

Articles by Tom Morr

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Tom Morr

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