Last year, TAW Performance had just opened as a distributor of high-end sportbike parts when it exhibited at Dealer Expo. This year the company will have a second booth at American V-Twin Dealer Show for its new V-twin division, highlighted by a new Brembo caliper for Harleys.
“We’ve been in negotiations for the last 18 months with Brembo, which supplies original equipment on Harleys, and they are starting an aftermarket program,” says Wayne Rodgers, president of TAW Performance. “A lot of people in the past have taken Brembo OE calipers and chromed them. But this is going to be an official Brembo performance upgrade for Harley V-twin bikes, and we have the exclusive. We’ve chosen the V-Twin Show as the launch pad.”
The distributor also carries Ferodo, Goodridge (brake lines specific to Brembo), Marchesini, Militant Moto, Motion Pro and Scorpion Exhausts. Rodgers says his former corporate career with Brembo and Ferodo placed him in close contact with the V-twin industry. “Although we’re a new company, we carry a lot of expertise and years of experience,” he claims.
Lending further credibility is a partnership with D&D Exhausts, which will help distribute Brembo, Ferodo and Marchesini products for Harleys from its facility in Fort Worth, Texas. This will be in addition to TAW Performance’s own warehouses in Sonoma, Calif., and Indianapolis.
TAW Performance also will launch a new Scorpion sportbike exhaust at its Dealer Expo booth. Altogether, the company offers roughly 1,000 SKUs for Harleys and 6,000 SKUs for everything else.
The distributor requires no initial dealer buy-in, has no minimum order amount, and enforces a strict MAP policy in regard to its exclusive products. The company encourages customers and prospects to call its technical hot line. Tawperformance.com has detailed product information and retail pricing, but there’s no shopping cart, only a dealer locator.
“We support the dealer,” Rodgers says. “We’re very adamant about that.”
This story originally appeared in the Dealernews January 2012 issue.