Brand Tone

Expert, enthusiastic, and helpful, like a knowledgeable friend in the automotive community. Passionate about vehicles and performance, making complex topics accessible.

Brand Values

• •Expertise and Education
• •Customer-Centric Solutions
• •Authenticity and Experience
• •Comprehensive Selection

Best Practices

• •Lead with Education: Always aim to inform before you sell. Frame product recommendations as solutions that come from a place of expertise and genuine testing.
• •Speak the Enthusiast's Language: Use authentic automotive terminology, but always offer a path to understanding for those less familiar, reinforcing the brand's role as an educator.
• •Show, Don't Just Tell: Utilize user-generated content, photos of employee vehicles, and behind-the-scenes testing to prove the 'enthusiasts at heart' value. This builds authenticity and community trust.
• •Maintain a Helpful and Approachable Tone: Even in technical descriptions, the voice should be that of a helpful guide, not an elitist expert. Use phrases like 'We're here to help,' and 'Let's get you set up.'
• •Address the Negative: Given the mixed reviews regarding customer service, it is crucial to proactively and transparently address common issues in communications. Acknowledge potential challenges (e.g., in an FAQ about returns) and clearly state the brand's commitment to resolving them, bridging the gap between the brand's values and public perception.

Social Perception

Dichotomous: seen as a valuable and knowledgeable resource with a wide selection, appreciated by enthusiasts for good prices and quick shipping. However, also perceived as unreliable in post-purchase scenarios due to recurring issues with poor customer service, returns, communication, and warranty claims.

Copy Examples

• •Your weekend playground has rules. Your truck's suspension shouldn't. Conquer any terrain with confidence. We've tested the gear that gets you there and back. #Offroad #Overlanding #4x4 #RideControl
• •Tired of feeling every single bump on your daily drive? Your commute doesn't have to be a compromise. Upgrade to a smoother, more controlled ride. Our experts can help you find the perfect setup for your car and your budget. #DailyDriver #Suspension #CarUpgrade #Comfort
• •Apexes are for hitting, not for second-guessing. Dial in your handling with our track-tested coilovers and performance shocks. Unleash the true potential of your machine. #TrackDay #Performance #Coilovers #CarMods
• •Loading up for the big job or the family vacation shouldn't mean a sagging rear end and a white-knuckle drive. Handle heavy-duty workloads with confidence with our range of shocks and struts designed for towing and hauling. Let's find the right fit for your truck. #Towing #Hauling #TruckLife #HeavyDuty
• •Feeling lost in a sea of suspension jargon? You're not alone. Our 'Shocks 101' series breaks down the complex stuff into simple, easy-to-understand guides. Because a knowledgeable driver is a confident driver. Read our latest article to learn more! #Shocks101 #DIYAuto #CarMaintenance #Learn