THE SHOP

Performance & Hotrod Business - April '15

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PERFORMANCE T rade shows such as THE SHOP SHOW and the PRI Show, both held in Indianapolis, are becoming more diesel- friendly all the time. Many top race professionals and celeb- rities attend trade shows looking for parts or services in the race industry, and are promoting the fun and profit of diesels. We had a very successful show in December, which isn't surprising since it was in Indy, just a stone's throw away from the home of diesel motorsports—Muncie, Indiana. (That's right, the first-ever "diesel- only" event was held in Muncie in 2001, billed as Thunder in Muncie. It will be held again this year, June 19-20, as Haisley's Thunder in Muncie hosted by DIESEL Motorsports.) A Growing Segment DIESEL Motorsports started attending trade shows several years ago and found that diesel products and diesel performance were nowhere to be found. We opened a booth and invited some of our sponsors to start displaying diesel performance parts at the shows the following year, plus we started a small diesel drag race on Friday nights at a local track during the PRI Show in Orlando. The sponsors and many of the attend- ees had never seen diesel trucks drag race before and these small races through the years brought awareness to our sport. However, when the show moved back to Indianapolis in 2013, a drag race was no longer an option because of the weather in December. But after years of promoting the sport, the race was no longer needed and last year diesel performance was found everywhere during the trade show season. More and more manufacturers showed products for our diesel performance marketplace, because every year they have more and more attendees asking for them. By Ron Knoch Diesels are Stars of Show Trade events a place to learn more about your favorite truck products. 32 n Performance & Hotrod Business n April 2015

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