This week's Newsmaker is Joe Young, product manager for Sunpro, and anautomotive aftermarket veteran of 36 years. Young joined Sunpro in 2000 and is primarily responsible for the design and implementation of new tachometers, gauges and accessories. Young also helps coordinate marketing and promotion efforts for Sunpro. A life-long automotive enthusiast, he began working at a service station at age 15. His personal interests include classic muscle cars and motorcycles.
What are your thoughts on the overall specialty aftermarket for 2008?
Although the economy looks questionable, I believe the buying customer base has a renewed interest in personalizing their cars. This is due in part to the automakers building and marketing more performance models. We expect the interest will drive aftermarket purchases.
In terms of Sun Pro, what will the company focus on for the coming year? Why?
Over the last few years, Sunpro has renewed its commitment to performance enthusiasts and grassroots racers, and that will continue in 2008. Sunpro has a long history as a heritage brand to this group, especially during the muscle car era of the 1960s and 70s.
Marketing and presentation is something Sun Pro is known for. Why is this important in reaching your customers?
Marketing and presentation done right shows pride in your brand, which is very important to our customers. Visit any car show and the number one thing you will notice is the pride they have in their cars.
With more of a certain niche of customers Sun Pro tries to reach, how do you reach your target customers?
We try and meet our customers where they meet — car shows and performance events. Their voice is our gauge not only for product development, but also for what we can do better. We also advertise in key media outlets and conduct public relations activities to keep in front of our customers.
When it comes to gauges, why are these, and their accessories, important in a changing marketplace?
As the technology changes in both restorations and new vehicles, we try to design and build products that fit the look and feel of what people want. I like to say we are in the "fashion" business. The customer already assumes their tach or gauge will function properly — so the next question they ask is "how will it look in my car?" That answer really drives the purchase decision.
How have higher gas prices affected Sun Pro's business strategy?
Even though fuel prices are high, this doesn't dampen the passion enthusiasts have for their vehicles. The industry experiences its share of peaks and valleys, but there's a certain stability built in, because enthusiasts will always find the means to support their passion.
