| ATV Suspension
Megan Vickers
Assistant Editor
Photo courtesy of Race Tech
“Whether it is a utility application or a racing application, the need for a smooth ride will always be there,” stated Glen Urquhart of Tucker Rocky Distributing. And to help you make sure your customers have the right suspension system to keep their rides running smoothly, the following companies have given us some information regarding their latest ATV suspension products for your consideration.
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The Custom Axis Pro Air Shock “provides an infinite amount of spring rate adjustment by utilizing a dual stage air chamber that specifically tunes platform and anti-bottoming,” explained ATV/Snowmobile Marketing Manager Andy Lambert, who continued, “Eliminating the use of springs, adjustments can be quickly made without removing the shock from the ATV.” Riders are always interested in increasing their vehicle’s performance, while reducing the overall weight and these goals are both reflected in the new Pro Air Shock, stated Lambert. “Not so much a threat, but a step forward in suspension technology, quad manufacturers are spending more R&D time on increasing the quality of their stock suspension,” he explained. “Although aftermarket shock absorbers are difficult to out-perform, this could possibly result in decreasing the desire for consumers to update their suspension,” he added. However, Lambert said, more quad manufacturers are installing aftermarket shock absorbers on their ATVs direct from the factory, which provides suspension companies with the opportunity to increase volume and name recognition. Sales are about the same as last year, noted Lambert, who attributed it to the drop in the economy and increased fuel prices. He advised dealer/retailers to pay close attention to which suspension products are being used by today’s pro racers. “Consumers want to go fast and be safe doing it,” he concluded.
Custom Axis Racing Shocks
P.O. Box 1056
Reading, PA 19603
Phone: 610-375-6180
Fax: 610-375-6190
www.customaxisshocks.com |
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“Our newest suspension product is our Long Travel UTV kits for Yamaha Rhino, Polaris RZR and the Kawasaki
Teryx,” stated iShock Vice President of Sales and Marketing Brian
Bott. “As the innovators of the complete suspension kits, iShock once again has made the complete suspension package available for the most popular UTVs on the market,” he told us, adding, these kits have all the needed parts which are made by iShock so that each part works perfectly together. These kits reportedly include A-arms, axles, ball joints (with bushings and sleeves already pressed and ready to go), tie rod extensions,
brakelines, shock spanner wrenches and each are said to be available with different models of
iShocks, such as the M1-A6, F-18, or F-8. “As with all iShock products, they come with a lifetime warranty and customer satisfaction guarantee,” stated
Bott, who added, “This is important because it allows the dealer to stock the product and not wait weeks for their customer’s shocks to be built. At
iShock, we allow the original purchaser to bolt up the kit and play around with all the adjustment clickers and if they still need some custom tuning, iShock will do that free of charge and guarantee one week turnaround … iShock is stockable and boasts to have the best margins in the suspension category.” The trend he said he has noticed is that more companies are attempting to mimic iShock’s complete suspension kits, however, these kits have parts from four or five different companies and aren’t designed to work together in the first place. “What this ends up doing to the retail customer, or even the dealer, is creating four or five different companies to contact in the event something isn’t correct and each one of them have different warranties and customer service policies,” explained
Bott. Poor customer service from manufacturers is the biggest threat to the ATV suspension market, he said, adding, “I hear first hand the disappointment of these people on the verge of just returning their aftermarket suspension and going back to stock because things don’t fit, or work correctly and manufacturers don’t offer the help they need.” By offering great customer service, Bott said iShock is able to bring in new customers every day and the company offers answers and advice to everyone who calls regardless of what suspension they run. iShock’s suspension sales are up, he divulged, due to the continuous launch of new products for new applications as well as upgrades of existing products. Dealers need to know that iShock’s motto of ‘Suspension Made Simple’ can be exactly that, said
Bott. He concluded by saying, “We are a one stop shop that believes in our products and offer the highest level of customer service to back them ... iShock has proven that suspension is
stockable, profitable and with our incredible packing, very merchandisable.”
iShock – Hydrodynamics USA
9303 Bond Ave, Ste C
El Cajon, CA 92021
Phone: 619-390-2430
Fax: 619-390-2431
www.mxishock.com |
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Race Tech spokesperson Todd Davis announced the company has released multiple rate spring kits for sport model ATV OEM front shocks (pictured in the opener). “These bolt-on spring kits for OEM shocks allow our customers to custom tune their shocks for variables such as +1, 2, 3 inch A-arms, rider weight, riding type and riding style,” described Davis. He told us he has noticed an increasing demand for maintenance and tuning products for OEM shocks. “I believe the biggest threat to the ATV market would be our current poor economic situation and beyond that, probably land issues and noise,” he stated. The ATV suspension market’s biggest opportunity lies in sport ATV OEM tuning and repair components, he added. Sales and interest have remained strong with the introduction of Race Tech’s ATV product line, Davis told us. He advised dealers to gather as much information as possible. “Aftermarket A-arms, swing arms, linkages and other items, as well as body weight and type of riding, all affect proper setup,” he said, adding, “Race Tech will provide our dealers with the proper forms to gather all of the information required.”
Race Tech
1501 Pomona Road
Corona, CA 92880
Phone: 951-279-6655
Fax: 951-279-7171
www.racetech.com |
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Tucker Rocky’s Glen Urquhart reported, “We have teamed up with
Elka, Laeger and Streamline to offer a complete front end suspension package complete with shocks, A-arms and brake lines.” He told us this package is purpose built, which means the shocks are customized to the rider and the A-arms. “Pre-made, custom built kits make it easy for the parts counter person to order the right combination of components that are still customized to the individual rider,” Urquhart noted. He told us that while the slow down in new unit sales might hurt the market a little, there are still a lot of quads that need their suspension upgraded. “A properly suspended quad can make an average rider better and an experienced rider even faster,” he added. Tucker Rocky has seen an increase in its ATV suspension sales, he divulged. Urquhart explained, “We try to catalog our ATV suspension in a way that makes it easy for our customers to understand what they need to order, based on the rider and the riding conditions.”
Tucker Rocky Distributing
4900 Alliance Gateway Frwy.
Phone: 800-347-1010
Fax: 800-304-1020
www.trdealer.com |
There are many factors involved in making sure that you provide your customers with the right suspension system for their vehicles. Asking questions from both the rider and the manufacturer will ensure that everyone is happy with the overall sale. If you have any questions regarding this information, please contact these companies using the contact list provided. |
