Brand Tone

Enthusiast-Oriented & Performance-Focused, Small Business / Relatable, Direct & Informative (with some technical jargon)

Brand Values

• •Performance & Quality
• •Customer Focus (aspired)
• •Competitive Pricing
• •Passion for Diesel
• •Small Business / "Underdog" Spirit

Best Practices

• •Speak the Enthusiast's Language: Use terminology that resonates with diesel truck owners (e.g., "EGTs," "spool up," "turbo whistle," specific engine names) but ensure clarity for those less experienced. Balance technical details with the exciting outcomes of the upgrades.
• •Emphasize the "Small Shop, Big Passion" Angle: Consistently weave in the narrative of being a small, dedicated team (e.g., "run by guys like you," "from our garage to yours"). This builds trust and a personal connection that larger competitors might lack.
• •Focus on Tangible Benefits and Sensory Details: Don't just list features; describe what the customer will experience: the sound, the power feel, the improved performance metrics. "Hear the difference, feel the power."
• •Maintain Authenticity and Transparency: If there are lead times for custom parts, be upfront. If a part requires specific tuning, clearly state it. Address both positive and negative feedback transparently where appropriate (e.g., on social media or forums if participating) to reinforce trust, reflecting the positive outcomes seen when customer service has engaged.
• •Be Consistent Across All Channels: Ensure the tone used on the website, in email communications, on any social media, and in product descriptions is aligned. If aiming for a "two-guy shop" feel, customer service interactions should also reflect this approachable and knowledgeable persona.

Social Perception

Specialized Provider for Diesel Enthusiasts, Valued for Customization and Sound, Mixed Customer Service Experience, Perceived as a Small, Passion-Driven Business, Questions on Performance vs. Aesthetics, Concerns about Shipping Times and Part Fitment.

Copy Examples

• •Stop Dreaming, Start Wrenching. Your rig's got potential waiting to be unleashed. At RPI Diesel, we're two guys who live and breathe diesel performance, hand-picking and building parts that deliver serious power and that head-turning turbo whistle. Get the gains you crave, from a shop that gets it.
• •Big Power, Small Shop Service. Tired of faceless giants? RPI Diesel is your direct line to real-deal diesel performance. We started in a small garage, and our passion for power is packed into every custom intake and performance part we offer. Quality parts, fair prices, and advice from guys who actually turn wrenches.
• •Make Them Look. It's not just about horsepower; it's about the roar, the whistle, the pure satisfaction of a finely tuned diesel. Our custom air intakes and performance parts are engineered to deliver the EGT drops and power bumps you need, with the aggressive sound you want. Unleash your beast with RPI Diesel.
• •Built by Enthusiasts, For Enthusiasts. We're Bill and Pete, and diesel performance isn't just our business, it's our obsession. From custom-built intakes to a massive selection of top-brand upgrades, we stock what works because we use what works. Got a question? You're talking to the guys who know.
• •Your Diesel's Next Level is Here. Whether you're chasing lower EGTs for towing, more ponies for the street, or just that unmistakable turbo scream, RPI Diesel has you covered. We offer a huge range of performance parts for Duramax, Cummins, and Powerstroke, all backed by our small-shop commitment to quality and value.