Recently, PRI got to spend the day at Irwindale Speedway, our local paved short track, for an exceptional event hosted by Motovicity Distribution. The Madison Heights, Michigan-based company had come to Southern California (in late winter… good call) for the culmination of its big Ticket To Ride promotion.
In a nutshell, Motovicity conducted a months-long campaign beginning in February 2013—a sort of limited-time loyalty program—in which performance parts retailers and speed shops could enter for a chance to win one of two grand prizes: a 2013 Scion FR-S and a 2013 Ford Mustang GT, along with assorted performance products. The winners were announced in October. John Malapetsas, owner of Performance and Styling of Manchester, Connecticut, took home the Mustang GT, and Jeremy Blackwell of SpeedForSale in Alpharetta, Georgia, won the FR-S.
Once outfitted, the cars were taken to Irwindale and put through a battery of tests and evaluations—the Performance Shootout—to gauge their responses to new parts and setups. Motovicity enlisted Formula Drift drivers Michael Essa and Tyler McQuarrie for the analytics, which covered braking and acceleration, as well as skidpad and road coarse duels, before a collection of local media and stakeholders.
When asked about Motovicity’s goals for the program, Brett Kinsfather explained, “We wanted to showcase our abilities to serve the modern muscle and sport compact markets. We figured this was a way to move sales and grow some of these brands—to get people familiar with the brands in these two markets. And for our customers, it was the opportunity to win a car and show off the capabilities of their shop.”
Meantime, digital partner MotoIQ worked with Motovicity to document the builds and develop testing criteria. And manufacturers AEM, Eibach, Exedy, Sparco, Vibrant and Whiteline, among others, provided parts and support.
In fact, at times it felt more like a gathering of friends than business associates. “It’s true—Motovicity really operates like a sales extension of every manufacturer,” added Tom Phan of Whiteline. “That’s why they have the loyalty they do.”