Brand Tone

Professional and Authoritative, Performance-Driven and Serious, Quality-Conscious, Passionate and Engaged

Brand Values

• •Quality
• •Performance
• •Precision & Engineering Excellence
• •Reliability & Durability
• •Innovation
• •Customer Focus & Expertise
• •American Made

Best Practices

• •Speak the Language of Racers: Use terminology and address pain points familiar to experienced racers and chassis builders. Demonstrate a deep understanding of their needs.
• •Emphasize Precision and Quality: Consistently highlight the engineering, materials (e.g., "billet aluminum," "chromoly"), and manufacturing processes (e.g., "CNC machined," "TIG-welded") that contribute to superior quality and performance.
• •Focus on Performance Benefits: Clearly articulate how product features translate into tangible on-track advantages like improved handling, durability, weight savings, or easier adjustments.
• •Maintain a Confident, Authoritative Voice: Project expertise and leadership in the performance parts industry. Avoid overly casual or hype-filled language; let the product quality and engineering speak for themselves.
• •Showcase, Don't Just Tell: Use high-quality visuals (photos, videos of parts and manufacturing) and, where possible, customer testimonials or build features (like those on the ProWerks social media) to reinforce claims of quality and performance.

Social Perception

Trusted Supplier, High-Quality Standard, Knowledgeable & Specialized, Industry Leader (Aspiration/Claim)

Copy Examples

• •Headline: Engineered for the Edge. Built for the Win. Body: Stop dreaming about the podium and start building for it. Chassis Shop Performance Products delivers the Pro-werks precision and American-made quality trusted by champions. Get the strength, reliability, and innovation your race car demands.
• •Headline: Dial In Dominance. Body: From Pro-werks' Stiletto Steering Systems to our robust 4-Link components, every part is crafted for ultimate performance and control. Shave seconds, not corners. Equip your chassis with the best.
• •Headline: No Compromise. Just Performance. Body: When every thousandth counts, trust components born from decades of racing expertise. Pro-werks parts from Chassis Shop are CNC machined for unparalleled accuracy and built tough in the USA. Feel the difference quality makes.
• •Headline: The Foundation of Speed. Body: Your chassis is the heart of your race car. Don't settle for less. Chassis Shop provides the expertly engineered Pro-werks components that give you the confidence to push harder and go faster.
• •Headline: Beyond a Part. It's a Performance Partnership. Body: With expert tech support and a commitment to the racing community, Chassis Shop and Pro-werks offer more than just components; we offer the reliability and innovation to fuel your passion and your victories.