A Wintertime Thrill with AWD Performance

Classics and custom hot rods may be getting the Covercraft treatment this winter, but not all enthusiasts plan to cover up. Those who prefer AWD performance packages are eager to skate through wintertime on a blanket of white. And automakers are more than happy to accommodate with numerous platforms that excel in winter driving conditions. Aside from Subaru and Mitsubishi, Audi, Porsche, and Mercedes all test their vehicles in the most challenging of natural conditions. Actually, they encourage these models to be driven year-round, giving enthusiasts the gift of 365-day performance.

Wintertime Thrill with AWD Performance

Jon Ruzzi, Regional Sales Manager at Keystone, said “brands like Porsche, Mercedes, Audi, and BMW even host winter driving schools to show people how well AWD performance does in the snow. These vehicles are not only meant to survive the winter conditions, they’re purpose-built for such weather,” busting the age-old myth that all high-performance rides should be parked, not pushed, during harsh winter months. “Some people may even be surprised to learn that the new 2015+ Mustangs have a ‘snow’ mode for stability control. The Focus RS has the same thing, but that’s not as much of a surprise as the Mustang,” he continued.

The drag strips may be closed until spring, but many motorsports parks have road courses open for some fun winter driving. And guess what? Blasting around in the snow offers an entirely different level of excitement for those with an AWD performance base. “Honestly, many of these parks are busier during the winter than summer,” said Ruzzi. “There’s no off season for these vehicles. And the tougher someone is on his or her car, the more things are going to break or just need to be replaced as routine maintenance, so make sure to tap into that service as a speed shop,” he continued.

Cold Weather Upkeep

A change of season means a change of brakes. “Going from winter to spring or spring to winter- that’s an automatic opportunity for brake jobs,” said Ruzzi. Any traditional speed shop can round out its specialty services with a pickup in brakes, winter tires, and basic add-ons like de-icer, washer fluid, or wiper blades. “Napa and the tire shop down the road are getting the sales, so why not you?” continued Ruzzi.

Pay close attention to seasonal sales, merchandise the showroom accordingly, and create enticing package deals. A speed shop doesn’t need to display and stock every winter tire on the market. But showcasing a few brand names says that the right product selection and installation services are available. Keep manufacturer rebates in a stand by the front door and again at the checkout counter to remind customers about savings on brakes, rotors, spark plugs, air filters, etc. But most of all, give yourself an opportunity to talk to customers about these simple services. That way, when the shop makes a good impression, more profitable sales or installs can stroll in down the road. Like that Garrett turbo, Borla exhaust system, Corsa air intake, or KW Suspension…