Brand Tone

Enthusiastic and Passionate, Community-Oriented, Aspirational and Inspirational, Direct and Action-Oriented, Informal and Approachable

Brand Values

• •Passion for Automotive Culture
• •Community
• •Inspiration and Enablement
• •Accessibility (in terms of range and information)
• •Revolutionizing the Marketplace
• •Content-Driven Commerce

Best Practices

• •Speak the Enthusiast's Language: Use authentic automotive terminology and slang where appropriate, but ensure clarity. Show genuine passion for car culture.
• •Emphasize Community: Regularly use inclusive language ("throtl fam," "fellow enthusiasts," "our community") and highlight user-generated content or community achievements when possible. Frame purchases as joining a movement or lifestyle.
• •Focus on Aspiration and Transformation: Connect products to the customer's dream of building their ideal vehicle. Highlight the "before and after" potential, whether it's performance, aesthetics, or the overall driving experience.
• •Maintain an Energetic and Positive Tone: Copy should be upbeat, exciting, and reflect the thrill of car modification and driving. Even when addressing technical details, infuse enthusiasm.
• •Be Direct and Transparent (especially in promotions and policies): While being enthusiastic, ensure clarity in offers, sweepstakes rules, and product information. Given the existing customer service concerns, clear communication about shipping, stock, and returns is crucial to build trust, even if it means tempering some of the hype with realistic expectations.

Social Perception

Generally well-regarded for its engaging automotive content and community, but with mixed to negative reviews regarding e-commerce, shipping delays and customer service.

Copy Examples

• •Headline (Website Banner for Sweepstakes): "YOUR DREAM BUILD IS ONE CLICK AWAY! Enter to Win Our [Latest Giveaway Car, e.g., R34 Skyline] + $20,000 Cash. Shop Parts, Get Entries!"
• •Social Media Post (New Product Arrival): "Fuel your passion! 🔥 The all-new [Performance Part Name] just landed at throtl. Engineered for enthusiasts, by enthusiasts. Ready to take your ride to the next level? Tap the link in bio to shop and join the throtl.com build revolution!"
• •Email Subject Line (Promotional): "Gear Up, Dream Bigger. Exclusive Deals Inside for the throtl Fam!"
• •Product Description Snippet (Performance Exhaust): "Unleash the true sound of your machine. This [Brand] cat-back exhaust isn't just a part; it's an upgrade to your entire driving experience. Built for the streets, proven by the community. Hear the difference, feel the power. #throtlbuilt"
• •About Us Snippet (Website): "More than just a parts shop, throtl is where automotive dreams get built. We're a crew of dedicated gearheads committed to fueling your passion with the best parts, expert know-how, and a community that shares your obsession. Let's build something awesome together."