From the track to the shop, success in the motorsports industry requires continuous development and reliable precision.

While the on-track battles are waged between drivers, it's the behind-the-scenes competition between parts manufacturers and builders that often determines who wins on any given weekend. In this business, settling for status quo is a surefire strategy to lose performance and races, which eventually leads to losing customers and profit.

"A pitfall of many shops with increasing revenue is to ignore reinvesting into the business," said Nick Jenkins of Rottler Manufacturing, Kent, Washington. "It's rare to find a business that is static, which means if you aren't growing, you may be falling behind."

To get ahead of the competition, hiring knowledgeable and reliable personnel is always the most important step. But to stay ahead of your competitors and empower your employees, business owners need to be savvy about investing in the right shop equipment, at the right time.

"A shop should look at new equipment when the owner, employee, or inefficient machinery is the bottleneck," said Tim Whitley of T&S Machines and Tools, Gainesville, Texas. "If the company's most knowledgeable person's time in the building is spent doing repetitive machining tasks rather than growing the business or handling complex artisan work, you have a capacity crisis."

The balancing act is determining the ideal combination of personnel and equipment to maximize development and production--without overextending on expenses. However, sticking with outdated equipment to 'save money' can create significant inefficiencies and lost business.

"Key indicators signaling the need to expand one's business may include a consistent three- to four-week or greater backlog, skilled-labor shortages that cannot be solved by hiring, and the inability to meet customer demand due to outdated machinery," said Tom Dustman of Sunnen Products Company, St. Louis, Missouri. "Other factors include maintenance costs on existing machines exceeding 50%–60% of replacement value, or when current technology cannot meet the precision or cycle time demanded by modern engines."

As skilled-labor shortages continue to create bottlenecks on shop floors, owners are increasingly turning toward automation for a solution. According to John Cowher of Centroid CNC in Howard, Pennsylvania, many companies have turned automation into a gold mine for their business.

"Let the equipment do the job," said Cowher. "If it's CNC or automated, you can let those machines work while you do other things. It can be at times like a printing press for money if you have repeat work, like pallets of heads or superchargers to port, and the programming is done."

Understandably, smaller parts manufacturers may balk at the initial price tag of new high-tech machines. However, if that investment helps elevate your business in terms of both performance and profit, it's worth taking a closer look.

"If your current process relies on 30 years of tribal knowledge to get a block machined properly, you are at a growth ceiling that only automation can break," said Whitley.

Once it's clear that your business potential has outgrown your machinery, a critical business decision is at hand—investing in the right machine.

Choosing the Right Machine

Take a stroll down Machinery Row at the PRI Show and you'll see dozens of examples of high-tech machines that are fully operational, wired, and performing live demos on actual race parts. These top-of-the-line machines—ranging from five-axis CNC machines to automated honing systems and seat-and-guide machines—are all engineered to deliver tighter tolerances, quicker turnaround, and hands-off automation that redefines what's possible on your shop floor.

The challenge is to figure out which one is right for your business and your market.

To read the full article, plus hundreds of other articles like it for free, sign up for a digital subscription to PRI Magazine on Zinio here.   

Once you download the Zinio mobile app or are logged into Zinio on a desktop browser, you will gain immediate access to more than a year's worth of content, including "Winning Investments: Shop Machinery Guide" here and additional coverage in the August 2026 issue here.

Everyone agrees that motorsports safety is a top priority. It's not just a question of rising liability insurance premiums; it's the fact that the people who are at risk of getting hurt go beyond the drivers to the friends and family of everyone in the sport when visiting motorsports facilities. But what can individuals do to advance safety throughout the racing world? If you ask Tom Weisenbach, he'll tell you we can do quite a bit.

Weisenbach is the executive director of the International Council of Motorsport Sciences (ICMS). Few people are really familiar with that organization, and it's safe to say most people in racing have probably never heard of it. But the Council, spearheaded by Weisenbach, is instrumental in education, collaboration, and advocacy for safety throughout the motorsports ecosystem. The Council brings together safety professionals from all over motorsports to share best practices and new learning, and provides that education and collaboration to anyone willing to listen.

Before the Council, Weisenbach worked for Indianapolis Motor Speedway and INDYCAR as a sales and marketing professional. That was good practice because today, the main thing he brings to his job is his sales pitch that safety in motorsports is good business. We spent an enjoyable hour chatting with him about this vitally important topic.

PRI: How did you come to head the ICMS and focus on safety and motorsports?

Weisenbach: It's a long journey. My opportunities in motorsports have been phenomenal. Everywhere I've gone, I've had a blast and continue to learn a lot and make more relationships. I'm all about the relationships, and I think that's how I got to where I am today.

After some time in sales and marketing, I was trying to figure out what I wanted to do, and I was talking to some friends in the industry. We decided we were tired of having friends and people that we knew get hurt or killed in racing accidents when they could have been avoided. So we started the Motorsports Safety Education Foundation, and that was our first big venture directly into motorsports safety.

We created an incredible online curriculum that used a learning management system. We were trying to get sanctioning bodies and tracks to have their drivers watch our online curriculum. When we created that program, that company, it was on a volunteer basis for us. We all put money in and got some great support from Speedway Motors and the Smith family. We tried to make it work, but we struggled because sanctioning bodies would not commit to having their racers watch our curriculum.

They didn't want to mandate, because then they're liable. So they wouldn't mandate that anyone watch our videos. We had a couple of tracks, Empire Dragway up in New York, and Knoxville Raceway. That was awesome, but it wasn't enough. I had met with Arnie Kuhns of SFI, and we were fortunate to work with his daughter, SFI President Jennifer Faye, as our subject matter expert as we were creating our online curriculum.

Then, in early 2020, I got a call from Arnie. He said, "Tom, I've been involved with this group called the International Council of Motorsport Sciences for years. I'm trying to help them find a new executive director. You've got the energy and the passion for this. Would you be interested?"

I said, "Yes."

PRI: What did you change about ICMS when you took over?

Weisenbach: When I took over, the organization was on its last pint of blood, to use a medical term. It's a membership-based group, and they were down to 72 paying members. They were barely hanging on.

To read the full article, plus hundreds of other articles like it for free, sign up for a digital subscription to PRI Magazine on Zinio here.   

Once you download the Zinio mobile app or are logged into Zinio on a desktop browser, you will gain immediate access to more than a year's worth of content, including "Industry Insights: Tom Weisenbach" here and additional coverage in the August 2026 issue here.

Registration is now open for the 2026 PRI Show, the premier trade event for the global motorsports industry. Taking place December 10-12 at the Indiana Convention Center and Lucas Oil Stadium in Indianapolis, the PRI Show brings together the companies, professionals, and decision-makers driving the future of racing. Register for the 2026 PRI Show.

Qualified motorsports industry professionals can now register for the PRI Show without a PRI membership. The PRI Show remains a trade-only event for qualified industry professionals. New for 2026, attendee registration follows a tiered pricing structure, starting at $45 through October 2, increasing to $55 through December 9, and $65 during the Show.

More than 920 exhibiting companies have already secured more than 360,000 net sq. ft. of exhibit space, creating a show floor packed with the latest racing technology, performance products, manufacturing equipment, simulation tools, trailers and business solutions. From grassroots racing to professional motorsports, the PRI Show remains the industry's most important marketplace for discovering new products, building relationships, and conducting business ahead of the racing season.

"The PRI Show is where the business of motorsports comes together," said PRI Managing Director Doug Bresnahan. "Every December, manufacturers, race teams, distributors, engine builders, fabricators, track operators, and industry leaders gather in one place to strengthen partnerships, discover new innovations, and create opportunities that move racing forward. We look forward to welcoming the industry back to Indianapolis."

The PRI Show continues to serve as a driving force behind an industry that generates more than $69.2 billion in annual economic activity, supports more than 318,000 American jobs, and produces more than $22.1 billion in wages and benefits, according to the PRI Motorsports Economic Impact Study. By bringing together every segment of the racing industry under one roof, the Show helps fuel innovation, investment, and long-term business growth.

New for 2026, the PRI Motorsports Engineering Symposium will debut during the Show, bringing together race engineers, manufacturers, technical leaders, and university engineering programs for a full day of education and collaboration focused on advancing motorsports technology and performance.

The 2026 PRI Show will feature a wide range of experiences and activations, from networking opportunities such as the Grand Opening Breakfast and PRI Full Throttle Social to education programming, specialty exhibit areas, and product discovery destinations including T.O.P.S. HQ, the Trailer and Motorcoach Exhibits, PRI Paddock, Machinery Row, NextGen Connect, and more.

"The PRI Show continues to evolve alongside the racing industry," said PRI Show Director Karin Davidson. "Whether attendees are sourcing products, learning from industry experts, exploring new technologies, or connecting with business partners, the 2026 Show is designed to deliver meaningful value at every stage of their business."

Each year, the PRI Show welcomes attendees from all 50 states and around the world, including race teams, retailers, engine builders, manufacturers, fabricators, distributors, media, sanctioning bodies, and track operators. Early registration allows attendees to receive their credentials in advance beginning in October, helping them save time and get straight to business when they arrive in Indianapolis.

To register, book hotel accommodations, and learn more about the 2026 PRI Show, visit PRI2026.com/Attend.

For additional information or questions regarding registration, please contact PRI Show Manager Nicole Harless, at nicoleh@performanceracing.com. 

Hemmings and Suppy's Garage converted two SIXPACK-powered Chargers to rear-wheel drive and manual transmissions for professional drifting.

Dodge has teamed with Hemmings Director of Programming Mike Musto and builder and fabricator Suppy Wejpanich of Suppy's Garage to transform two production-based '26 Dodge Charger Scat Packs into 750-horsepower drift cars.

The Charger BOOST Coupe and four-door Charger RPM (Rapid People Mover) debuted August 7 at Roadkill Nights Powered by Dodge at M1 Concourse in Pontiac, Michigan, with professional drifters Corey "The Boss" Hosford and Micah Diaz behind the wheel.

Both cars started with the 550-horsepower, twin-turbocharged SIXPACK H.O.-powered Charger Scat Pack. The build team converted the production all-wheel-drive, automatic-transmission configuration to rear-wheel drive and installed competition-spec manual transmissions, including custom bellhousings and modified driveline components.

Two production-based Charger Scat Packs have been transformed into purpose-built drift cars with rear-wheel drive, manual transmissions and competition-focused hardware, revealed at Roadkill Nights Powered by Dodge at M1 Concourse in Pontiac, Michigan.

The two cars use different forced-induction configurations. The BOOST Coupe converts the factory twin-turbo system to a high-output single-turbo setup by Turbosmart, while the RPM uses a highly modified Turbosmart twin-turbo system. Both feature custom intake and exhaust systems, MoTeC engine management, rear-mounted cooling systems and custom fuel-delivery components.

The chassis was extensively reworked for drifting, with drift-specific suspension, increased steering angle, custom clutch assemblies, heavy-duty driveshafts, competition axles and hubs, and a Bulldog quick-change rear differential. Driver controls include a custom three-pedal clutch system, hydraulic handbrake and drift-spec braking system.

The production interiors were replaced with competition cockpits featuring full roll cages, containment racing seats and multi-point harnesses. Exterior modifications include custom hoods with integrated exhaust outlets, widened fenders, rear drift wings and custom taillight assemblies. American Racing competition wheels and X-Comp HP performance tires complete the builds.

The cars were developed and built in approximately 60 days for their Roadkill Nights debut. A nine-part video series documents the builds, following Musto, Wejpanich, Hosford, Diaz and the Suppy's Garage team from concept through completion, with the first video now available on Hemmings' YouTube channel and social media platforms.

Following their debut, the Charger BOOST Coupe and Charger RPM are scheduled to compete in demonstrations at Gridlife in Laguna Seca, California, September 18-20, followed by FuelFest at Firebird Motorsports Park in Arizona on December 5.

Images courtesy of Stellantis 

American Off-Road Racing Championship (AORC) organizers have announced the 2026 Casey Folks Vegas to Reno "The Other Way," an event presented by Camburg and MagnaFlow, returns August 12–16.

It celebrates the 30th Anniversary of America's longest off-road race with a historic twist: for the first time in the event's history, competitors will race the course in reverse, traveling from Reno to Las Vegas across nearly 500 miles of Nevada's most demanding desert terrain.

Dubbed "The Other Way," the anniversary edition features 339 total entries and 806 separate racers will take on the epic challenge of a lifetime, according to organizers.

Serving as one of five rounds in the 2026 AORC, the race is expected to attract more than 300 teams from around the world.

"The 30th Anniversary of Vegas to Reno is more than a celebration of one race––it's a celebration of the racers, volunteers, sponsors and fans who have made this event one of the greatest traditions in off-road motorsports," said Matt Martelli, CEO of Unlimited Off-Road Racing. "Running the course in reverse creates an entirely new race. Every note, every line, every strategy changes. It's the ultimate way to celebrate thirty years while creating another chapter in the race's incredible history."

Unlimited Off-Road Racing is partnering with Visit Reno Tahoe to help welcome competitors and fans to Reno before the race heads south across Nevada.

Academy Award-nominated actor, producer, entrepreneur and philanthropist Jeremy Renner has been named Grand Marshal. In addition, RennerVation Foundation has been named the official charity of the 30th Anniversary Casey Folks Vegas to Reno.

The AORC is the premier desert off-road racing league in North America, created through the unification of Best in the Desert (BITD) and Unlimited Off-Road Racing (UNLTD).  

More information and spectator details are available at unlimitedoffroadracing.com.

Images courtesy of American Off-Road Racing Championship (AORC)

The FIA has revealed the five-round 2027 World Rally-Raid Championship calendar, which was approved by the World Motor Sport Council.

The championship will once again span three continents, bringing together some of rally-raid's most established events alongside newer fixtures that have become an integral part of the series. The 49th edition of the Dakar Rally will begin the season in Saudi Arabia from January 1-15, continuing its role as the championship's traditional opening round.

Following a break of more than two months, the Abu Dhabi Desert Challenge will return to its established position as the second round of the 2027 campaign. The event will take place in the United Arab Emirates from March 21-26. Remaining in the Middle East following the Dakar Rally will allow vehicles and equipment to be transferred overland to the Abu Dhabi Desert Challenge.

The championship will then travel to Africa for the return of the South African Safari Rally, which rejoins the calendar following a one-year absence. Its second edition will be held from June 14-19, taking over from Argentina's Desafío Ruta 40 as part of the continued alternating between the two events.

Competition will resume in Europe following the summer break, with the bp Ultimate Rally-Raid Portugal retaining its place on the calendar for a fourth consecutive season. The event will take place from September 21-26.

The campaign will conclude in Morocco, where the 28th Rallye du Maroc will host the championship finale from October 24-29. The 2027 calendar has been structured to provide greater recovery and preparation time between events while supporting more efficient logistical arrangements for teams and competitors.

For more information, visit fia.com.

Having a great booth is a big part of any brand's success at the PRI Show—but the most successful exhibitors make sure buyers, media and customers know where to find you before the doors even open for the racing industry's premier trade event on December 10-12 in Indianapolis. (Don't yet have a space secured on the Show floor? Secure a booth here.)

Luckily for 2026 PRI Show exhibitors, there are a wide range of tools, opportunities and resources available to help amplify your presence at the PRI Show and increase booth traffic, brand exposure and generate real business before, during and after the Show.

To make the Show experience easier for exhibitors, PRI has put all of these tools and resources in one place: the Exhibitor Service Manual. You can access the Exhibitor Service Manual here, or see more details below.

Generating Buzz: PRI Show Public Relations Opportunities

With hundreds of journalists, content creators, influencers and other members of the motorsports media on-site at the PRI Show, it is a perfect venue to make big announcements, whether it's the launch of an innovative product launch, a sponsorship announcement, a new partnership or any other company news.

Found in the Marketing, Advertising and Sponsorships section of the Exhibitor Service Manual, brands can take advantage of several free resources to help connect with the media, including:

• Submit a Press Release: Upload a press release at no cost, making company new easily accessible to credentialed media before and during the Show. Submit your press release in the "Marketing, Advertising, and Sponsorship" section of the Exhibitor Service Manual here.
   
• Press Conference in Your Booth: Companies unveiling significant news are encouraged to add their announcements to the official PRI Show Press Conference Schedule, available at no cost. For more information, including how to get your company added to the official schedule, contact Marissa Guajardo at marissag@sema.org.
   
• Downloads: Let your industry colleagues know you will be at the world's largest gathering of motorsports professionals with logos and graphics available here.

Increasing Your Visibility: PRI Show Sponsorship Opportunities

The PRI Show offers numerous sponsorship opportunities that place your brand in front of attendees throughout the Indiana Convention Center and Lucas Oil Stadium.

From carpet ads to digital sponsorships to upgraded floorplan listings, the opportunities to boost your brand's visibility are nearly endless.

Whether your goal is increasing booth traffic, reinforcing brand awareness or promoting a product launch, sponsorships allow exhibitors to reach attendees before they ever step onto the show floor. Complete sponsorship options are available in the Marketing, Advertising and Sponsorships section of the Exhibitor Service Manual or view the Sponsorship Kit here.

Get More Exposure: The PRI Show Issue

While on-site opportunities are crucial (and plentiful), one of the most effective ways to expand your reach before the PRI Show is through advertising in PRI Magazine—distributed exclusively to motorsports professionals—with one of several traditional and premium print placement options.

One upcoming advertising opportunity is the "PRI Show Issue," PRI's special pre-Show publication designed to help attendees plan their experience before arriving in Indianapolis. Delivered to 27,000 subscribers ahead of the Show—plus bonus distribution at the 2026 SEMA Show in Las Vegas and on-site at the PRI Show—this highly anticipated issue highlights new products, Show features and industry trends, plus a PRI Show floorplan, exhibitor lists, event schedules, celebrity appearances and more.

For exhibitors seeking even more exposure, digital advertising opportunities offer another powerful way to connect with buyers. Advertising in PRI News, the email newsletter distributed to more than 80,000 industry contacts each morning of the event, provides a timely way to showcase new products, promote booth activities and stay top of mind with attendees throughout the week.

Not sure which option is the best fit for your company? Contact sales@performanceracing.com.

The Fédération Internationale de l'Automobile (FIA) has announced a long-term commercial rights agreement for the FIA World Rally Championship (WRC) and FIA European Rally Championship (ERC), marking a new chapter for the two rally series.

The agreement follows the acquisition of WRC Promoter GmbH by Cosmobilis and Park Square Capital. Financial terms of the deal were not disclosed.

According to the FIA, the agreement is intended to support continued investment in both championships while expanding their global reach, fan engagement and commercial opportunities. The organization said the partnership also aligns with the introduction of the WRC27 technical regulations, scheduled to take effect in 2027, which are designed to improve safety, affordability and competition at the sport's highest level.

As part of the transition, veteran motorsports executive Éric Boullier has been appointed CEO of WRC Promoter. Boullier previously held leadership roles in Formula 1 with Lotus and McLaren and most recently served as Managing Director of the French Grand Prix.

The FIA said the agreement is part of its broader strategy to strengthen its world championship portfolio, following recent long-term commercial agreements involving Formula 1 and Formula E.

For more information, visit fia.com.

Longtime Aston Martin Formula 1 engineer Tom McCullough is expected to leave the organization following the conclusion of the 2026 Formula 1 season, according to F1.com.

McCullough spent more than a decade with the Silverstone-based team through its various identities, including Force India, Racing Point and Aston Martin. He held several engineering and trackside leadership roles before transitioning into a leadership position focused on the organization's broader motorsports activities.  

McCullough began his Formula 1 career with Williams in 2002 before joining Force India in 2013 after a brief stint with Sauber.

Aston Martin is continuing to introduce technical updates as it works to improve its on-track performance during the remainder of the 2026 season, according to F1.com.

For more information, visit the F1 article.

BorgWarner has announced that Rajesh Kalathur has been appointed to its board of directors.

"Raj's extensive global leadership experience across finance, information technology, operations and sales will be invaluable to our Board," said Alexis P. Michas, non-executive chairman of the Board of BorgWarner.

Kalathur most recently served as president of John Deere Financial and chief information officer of Deere & Company, which produces agricultural, construction, forestry, turf and power systems and other solutions. He joined Deere & Company in 1996 and retired in 2026.

For more information, visit borgwarner.com.