Brand Tone

technical, expert, and performance-driven

Brand Values

• •Performance and Durability
• •Quality and Engineering
• •Niche Expertise
• •Community and Passion

Best Practices

• •Speak the Language of the Enthusiast: Use technical terms (e.g., 'TIG-welded,' 'polyurethane durometer,' 'uniball') correctly and confidently. This builds credibility with a knowledgeable audience.
• •Focus on Problems and Solutions: Frame products as direct solutions to common BMW weak points in a racing context (e.g., chassis flex, bushing wear, component failure).
• •Prioritize Performance over Fluff: Keep copy direct, concise, and benefit-driven. Avoid generic marketing buzzwords and focus on tangible outcomes like 'sharper turn-in,' 'increased stability,' and 'bulletproof reliability.'
• •Maintain a Confident, Expert Tone: Write as a specialist. The brand is not just selling parts; it is providing engineered solutions backed by expertise.
• •Use High-Quality Visuals: Pair strong copy with professional, high-resolution images of the products, both standalone and installed on a vehicle. The visuals should reinforce the message of quality and precision.

Social Perception

Specialized and reliable source for BMW racing components, seen as a go-to for high-quality, durable parts and performance upgrades by experienced enthusiasts and amateur racers.

Copy Examples

• •Headline: E36 Chassis Got Flex? Not Anymore. Body: Your E36 is a track weapon, but chassis flex is its Achilles' heel. Our TIG-welded subframe reinforcement kit eliminates flex, transferring every bit of power to the pavement. Built for the apex, priced for the paddock. Reinforce your ride today.
• •Headline: The Ultimate Connection. Solid Control Arm Bushings for E46. Body: Feel every inch of the track. Our solid 80A polyurethane control arm bushings for the BMW E46 provide instant feedback and razor-sharp response. Stop wrestling with worn-out rubber and start dominating corners.
• •Headline: Built by Racers, For Racers. Body: We live on the track, just like you. That’s why our BMW performance parts are engineered to endure, lap after lap. No compromises, no shortcuts—just the strength and precision you need to win.
• •Headline: Your E30's Weakest Link, Solved. Body: The factory rear shock mounts on the E30 were designed for the street, not the circuit. Our heavy-duty steel replacements are engineered to handle the abuse of stiff suspension and sticky tires. A simple upgrade for unbreakable performance.
• •Headline: More Than Parts. A Performance Philosophy. Body: At Atlas Race Parts, we believe a race car is only as strong as its weakest component. That's why we obsess over every weld, every material, and every design. Equip your BMW with parts that share your passion for performance.