busted! - RetroUSA

AERODYNAMICS
BUSTED!
THE
BODYSTYLE
Aftermarket
body kits are for
customized looks
more than they are
meant to save fuel.
By
Diana Merrill
Claussen
16
RESTYLING | MARCH 2012
ith the plight of the past few years’ economic woes, such as auto industry bailouts, unstable car sales, and throughthe-roof gas prices, today’s consumers have been
looking for the best ways to get more for their
money. On the same note, manufacturers have
been meeting these needs as seen in many of
their newest model introductions.
Back in the 1990s when times were a little
shinier — like the chrome on a brand-new exhaust — society and economic cares were nowhere near as high as they are today, especially
when it came to making large, expendable purchases. This not only held true for new-car buyers, but also for those who were restyling rides
to suit personal taste, personality and to provide
other “warm fuzzy” feelings.
Throughout the muscle car heyday, “Mus-
tang and Camaro were always the top cars to
have customized,” Ernie Bunnell of Newport
Beach, Calif.-based 3dCarbon says. In today’s
modern world, however, the trends in customization and reasons for it have taken a turn. They
also have caused a few myths that both restylers
and suppliers have had to dispel.
SMALL IS BIG FOR AFTERMARKET
Unlike the days when pimped Mustangs were the
craze, today’s consumer is opting for something
a little more tame. The fact is, “The small-car
market has really increased in the last two years,”
Bunnell notes. The increase in B segment sales
has caused a “big market for vehicles such as the
Ford Fiesta, Mazda 2, Chevrolet Sonic and other cars within the compact class.” Sean Tito of
RKSport, Murrieta, Calif., believes the trend of
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Facing page and above: Built for aerodynamic looks, style and street-huggin’ stance, retro-look body additions to the
iconic Camaro and Mustang spiff up the muscle in these modern muscle machines. Photos from Retro USA.
customizing small cars
will continue to grow
especially since, he
says, “nothing large
is hitting the market
right now.”
“This (trend) poses a
great opportunity for
restylers and suppliers,” adds Rick Nauman of ATS Design,
Cerritos, Calif. “Most
small cars are very affordable, which allows
consumers to spend more
money on personalizing their vehicles.”
Since smaller-car sales have increased, many new-car owners have
somehow bought into the idea that aftermarket accessories can increase aerodynamics and miles per gallon. This
myth has not only spread, it has become
contagious, especially with those who
(mainly due to economics) opt for purchasing a Kia instead of a Camaro.
Although some may argue a refined
and customized hood or a curvaceous
spoiler may achieve a savings of even a
few pennies of petrol, restylers unanimously agree this fable is false.
“Manufacturers make cars pretty
aerodynamic already,” says Dan Clawson of E&G Classics, in Columbia, Md.
“Automakers also have many new OEM
features within their vehicle designs to
not only provide optimal performance
and aerodynamics, but also to help with
fuel economy. If someone says a spoiler
is going to increase their mpg then they
are being misleading. There is no way to
measure a vehicle’s drag coefficient unless it is put through a wind tunnel test.”
In Cleveland, Kevin Box of Dawn
Enterprises agrees that there is not anyRESTYLINGMAG.COM
thing aftermarket which can be added to
a vehicle that will make much of a difference. “The only way to increase miles
per gallon is to have the vehicle design
already implemented or to make the car
lighter.”
HYBRIDS HELPING, TOO
Lighter cars such as compacts are the
top-selling class and have been so for a
while. They are not the only segment
though that is gaining more attention
with new-car buyers and restylers. Hybrids and electrics are gaining momentum in kicking up sales in just about every customization aspect. For example,
the Chevy Cruze has become quite popular and has not only helped GM sales
but aftermarket sales, too. “We have
done very well with grille sales for both
the Chevy Cruze and the Sonic,” E&G’s
Clawson says.
In some aspects, newer vehicles like
the Cruze already are designed specifically for aerodynamics and fuel efficiency
by manufacturers. They already are so
efficient that there is nothing more that
can be added to increase aerodynamics.
For example, the Cruze’s lower grille has
shutters that automatically close after the
car reaches a certain speed. It is OEM
design that achieves performance and
optimal fuel economy while aftermarket
additions can enhance the exterior and
“go with the flow.”
“Not many people look for aerodynamics (in aftermarket products); they
just want something to dress up their vehicle like hood scoops which allow your
vehicle to run cooler and possibly perform consistently,” Tito of RKSport says.
THE ECONOMY
For Donna Green of Retro USA, Burnsville, Minn., “Our product is a passion
product — people who are really excited
about a vehicle’s look bring their styling
up a notch.” Unfortunately, the lagging
economy had created a trickle-down effect which had hurt car sales for much of
Already styling is this 2011 Cadillac CTS, which gets a more sleek look with E&G
Classic’s heavy mesh grille.
MARCH 2012 | RESTYLING
17
BODYSTYLE
AERODYNAMICS
“Not many people look for aerodynamics (in aftermarket products);
they just want something to dress up
their vehicle like hood scoops which
allow your vehicle to run cooler and
possibly perform consistently,” Sean
Tito of RKSport says.
the past couple of years and, thus, those
a downturn, people continued to spend
primer-based colors.
sales within aftermarket production.
money; it was just on smaller accessories,”
For the next few years, 2012-14,
“With the economy down, I think it has
Bunnell continues. Consumers were no
“there is a projected upturn in aftermarreally affected the morale. There has got
longer “spending $1,500 dollars on body
ket customization, especially for smaller
to be hope for a resurgence of the restylkits, but would opt for spending maybe
vehicles,” Box of Dawn Enterprises says.
ing and aftermarket industries,” Green
$300 dollars on a hood scoop,” he notes.
Additions such as “body side moldings
adds. “We are all hoping things will get
“But, so far, every year since that initial
are making a big comeback because manbetter, but the reselling market is tough
downturn, our sales have gradually and
ufacturers are not putting them on the
to break into right now, so we are waitcontinually improved.”
cars,” he says. “However, there are some
ing and hoping, but the economy won’t
For 2012, the trend of spending less
accessories such as spoilers that “have
change until we start acting on it.”
on any one purchase is likely to continue,
been losing popularity in the aftermarket
Many agree that restyling will inbut experts believe the market will slowly
segment.”
crease as the economy improves. “We
increase while companies expand their
Another market that is fighting a
have seen this positive
major uphill battle is
trend since 2009 and
trucks. In some aswe are already starting
pects, “the truck marto have good response
ket is getting killed by
in the new year —
this economy,” Box
so far so good,” Tito
says.
notes.
In other areas, truck
Still, consumers
customization
has
are spending money,
maintained a steady
albeit on accessories
pace in sales especialA stock Kia Optima gets a little more style. Photo from Dawn Enterprises.
that cost less.
ly when it comes to,
“Ford did studies on the small-car
selection of offered accessories. “Spoil“truck lifts, bigger tires, lowered trucks
segment that showed people who transiers and body kits will continue to grow,
and rims — which are all I primarily see
tioned into smaller cars were more likely
but that growth will be a lot tamer, [more
in my market,” adds Tito.
to add features and creature comforts for
mature] than they used to be,” Clawson
Notes Bunnell: “Most consumers, esconvenience,” 3dCarbon’s Bunnell points
says. “Tint, wheels, tires, grilles and spoilpecially truck owners, do not think about
out.
ers are usually the top five easiest things
a truck’s aerodynamics. They are looking
Another trend cannot only be seen
to do to personalize a car.” Clawson also
at design, features, quality, cost and value
in growth, but also in decline. “In the
thinks the wrap trend will increase, as
of the design. Some truck owners might
last three years when the economy took
well, as consumers tend to go for flatter,
be professionals during the week, and
18
RESTYLING | MARCH 2012
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MARCH 2012 | RESTYLING
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BODYSTYLE
AERODYNAMICS
Small cars get some of the biggest boosts
from the latest body kits. Photo of 2012
Sonic from 3dCarbon.
New spoiler designs with aerodynamic
looks offer more grace and fluidity than
those of years ago. Close-up on 2012
Focus from 3dCarbon.
then use their truck as a family vehicle and
hauler on the weekend, while at the same
time, though, wanting their truck to look
good.”
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20
RESTYLING | MARCH 2012
THE RIGHT RECOMMENDATION
When it comes to recommending the best
aftermarket selections to perfectly fit the
style of both the owner and the vehicle,
restylers need to keep up on trends and
the consumer “buzz,” as well. “There are
Internet forums to help installers recommend the correct products for their customers,” Bunnell says. “The Internet is
also the quickest, most informative way to
get product information out.”
Adds ATS’ Nauman: “We also look at
past and present sales of vehicles and what
factory accessories the automakers are offering for it.”
Keeping the masses informed while
keeping an edge is vital, especially when
it comes to new market growth. “Restylers
have to keep coming up with new products and advertising so people become
aware of those products [and why they
should purchase them],” Bunnell emphasizes. “We can’t stop improving.”
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