Performance & Hotrod Business - December '14

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52 n Performance & Hotrod Business n December 2014 HOTROD For those that do have some other type of insulation, he suggests consumers should find out how thick it is and where it was installed. "Is it a rubber product with a foil top that really draws heat in? Does it have any toxins in it? Is it class-A fire-rated? The proper insulation can make your AC sys- tem more efficient: the compressor doesn't work as hard, which makes it easier on your engine. If you don't have AC, how about heat reductions of 30 to 35 degrees on a 90-degree day? That would make for a very comfortable drive in the summer." Meanwhile, Zenone recommends applying a secondary layer such as Boom Mat Under Carpet Lite (UC Lite) over vibration damping material, which will give the project additional thermal insulation. "This will keep your air conditioning working more efficiently, while block- ing unwanted engine compartment and exhaust system heat from the firewall and floorboards," he says. "It also provides sound absorption to keep your late-model luxury car interior cool and quiet." Finally, Yoxtheimer believes consumers should opt for the big picture and the most critical thing is having a clear objective. "Is their concern more sound/vibration related, more heat related, or in some cases is it both?" he asks. Sound or Heat? As stated earlier, there really are differ- ences between sound and heat insulation products. Schultz breaks it down. "Sound and heat insulation products are two completely different products designed for two completely different projects. All unwanted car noise starts with a vibration, and our product, Silent Running, works by trapping the unwanted structure-borne noises and converting them into a low-grade heat that is not even detectable to the human touch. (Meanwhile) a heat insulation product is truly used to keep the heat out. Typically used on firewalls, roofs, and even trunks (believe it or not to preserve groceries), our SR CAR Thermal Insulator works by using hollow ceramic spheres and micro-porosity to provide a superior insulation for a more enjoyable ride." Heye takes us to school. "Physics and chemistry," he says. "Yes, that boring stuff you learned in high school and college. Like anything on a car, you have to use the right product for the right problem. Sound and heat are two different problems and there is not a true, one-size- fits-all solution. Sure you can add a prod- uct that claims to do both. Adding mass to any floorboard or body panel to reduce sound will also reduce heat. But it isn't a solution to heat or sound. It's just giving the heat and sound another layer to pass through—slowing it down, so to speak— but it's not an engineered solution." The Road to Sales Now armed with all this knowledge, we asked how shops could sell insulation better. "It all starts by asking the right ques- tions," Heye believes, "then learn the right product to use to solve the customer's problem. We have slowly been working on an online educational course for retailers and WDs. It's moving much slower than we'd like, but it is moving. Until then, read great articles like this one in Performance & Hotrod Business and read the fine print on what temperatures products are rated for from manufacturers and how they are used." It's the same with the sound insulation, he adds. "Read the fine print; there is a lot of good info in there. Then, come up with a plan of attack. Then explain it in detail to the customer. Give them options. This way, the customer learns and can make the right choice and both parties are happy in the end." Kanefield agrees that sales will improve by educating the consumer on the ben- efits of using high-quality products. "Even smaller amounts of a high-performance material will produce better results than large amounts of poor-quality material." McCarthy recommends bringing edu- cation to the showroom. "Shops have to merchandise this cat- egory on their sales floor," he says. "It is relatively new to the automotive aftermar- ket and consumers are just beginning to understand it. Often, shops believe cus- tomers will just ask for insulation, so they don't bring it up. It is the one product in DynaMat installed on a '32 Ford door. (Photo courtesy DynaMat) HushMat insulation installed in the floor pan of a '70 Road Runner. (Photo courtesy HushMat) The easiest time to apply spray-on insulation is when the interior is completely gutted. (Photo courtesy LizardSkin)

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