Summit Racing Enters Powersports Market

Publish Date: 
May 1, 2009

DEALERS HAVE A new opponent in the battle for the consumer dollar – Summit Racing Equipment’s new mail-order SxS, ATV and motorcycle parts operation.

Summit Racing operates three retail stores, in Tallmadge, Ohio, McDonough, Ga., and Sparks, Nev. It also sends out many thousands of free catalogs and does business via www.SummitRacing.com.

The company has supplied mail-order performance parts to the street and dragstrip market since 1968, claims to be the world’s largest direct mail and Internet supplier of automotive performance parts, and is marketed as offering “the largest selection, lowest prices, and best customer service in the high performance industry via catalogs, Internet, and retail super stores.”

Plus: Summit Racing offers free delivery, accepts returns within 90 days of the date of purchase to avoid a restocking fee and offers the “Beat-a-Price” guarantee – beating any advertised price on an in-stock product, with proof of the advertised price. Customers can be serviced via the company’s online live chat for customer service and technical questions.

The new line of powersports parts include air filters, motor oils, safety equipment, exhaust components, tires, electrical components, winches and more.

Brands taking part include AFE Power, Black Rock Wheel, Carlisle Tire & Wheel, Coker Tire, COMP Cams, Covell Creative Metalworking, Crane Cams, Dakota Digital, Design Engineering DEI, EBC Brakes Motorcycle, Dunlop, Edelbrock, Excel Rims, Factory Racing, Fram, Gardner-Westcott Co. and Gibson Performance.

Also: Goodyear, Hooker Headers, Hushpower, Impact Racing, JE Pistons, Kenda, K&N Kenda, Manley, Mile Marker, MPA Produts, MSD Ignition, Nitrous Express (NX), Nitrous Oxide Systems (NOS), On Guard, OTC Tools, Powermaster and Pro Grip, Ramsey Winch, RK Chain, Super Swamper, Superwinch, Twin Air and Yuasa Battery.

“We’ve been offering parts for 4x4 trucks, SUVs, and Jeeps for years,” says Jeff Winters, marketing team manager, Summit Racing Equipment, “the next step was to expand our selection of off-road products to include four-wheeler and dirtbike parts and accessories.”

This is Summit Racing's second attempt at entering the powersports market. In 2005, Summit tapped Tucker Rocky Distributing to supply parts and accessories, which would then be sold via the mail-order operation. Tucker Rocky reevaluated the move and suspended the agreement after realizing Summit did not meet TR dealer guidelines. The relationship lasted less than two months.Tucker Rocky is not supplying Summit in this new venture.

—Submitted by Guido Ebert