Americans love their cars. The fascination with the automobile started with the very first models and continued to grow as people learned to modify their cars to increase performance. Style and performance is the main category on which cars are judged today, originating from the days of prohibition, where moonshiners would modify their cars to outrun the cops, to competing against each other later. Racing is part of America’s culture.

Today’s hot trend is the "import tuner." The "tuner" is the modern-day version of the muscle car, except the muscle car was based on pure power. The import tuner car is a beautiful, fast car that is built to perform in a variety of ways. They handle great. They look great. They have awesome sound systems, fast, and expensive. Experts estimate that the average tuner car has about $15,000 worth of modifications invested into it. Not all of that money is sunk into the engine, like in the days of old, though. It is usually divided evenly between looks, sound, and performance. There is a lot of money invested in today’s performance vehicles, and lubrication is important to the life of those vehicles.

People normally assume that when they see a tuner, it is a regular car with a fancy paint job and loud stereo. That isn’t normally the case, actually. A study done by SEMA shows that the tuner crowd usually focuses on the performance of the vehicle before concentrating on the looks and sound. That means there are a lot of cars that look "normal" that are actually works in progress. This is just a hint of how important performance is to these people.

Like the Camaro and Mustang of the '60s, Honda and Nissan dominate the market today. That doesn’t mean that only Hondas or Nissans can be tuner cars. Other popular models include Chevrolet’s Cavalier, Mitsubishi’s Lancer, Mazda’s RX-7, and Toyota’s Supra. Actually, the list practically never ends. People will modify and race any car, and in the tuner world, any compact car can become a show-stopper.

When most people see a Honda, they think it is just your average, everyday car. An enthusiast sees that same car and understands the potential it has with aftermarket upgrades to style and performance. The aftermarket tuner industry is a multi-billion- dollar-a-year business. There are companies that make performance flywheels, turbo-chargers, exhaust systems, and cams, just to get an idea. Tuners know what performance they want from the components in their cars, and they aren’t scared to spend the money to obtain it.

This niche has exploded in recent years, and it shows no sign of stopping. These tuner vehicles need top performance from their lubricants. It is understandable to assume that these guys are probably do-it-yourselfers and change their oil on the weekend in the driveway, but that isn’t always the case. A lot of these guys actually don’t want to bother with the trouble of changing and then disposing of the oil. Making an effort to market to this crowd gives you an enormous opportunity to sell synthetic oils to them. These guys know what performance means to their car, and if you can teach them about the superior performance given by synthetic blends, it is a for-sure sale. If they bring up cost, show them that the cost is actually less when you factor in other variables, such as engine performance, longevity, and economy.

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