How Sick The Mag and the Drag-and-Drive Community Brought Peak Auto – Peak Performance to Expand and Define Their Product Line for the Car Community
The Peak brand of products covers a wide range of applications and vehicles to employ them on. From antifreeze to wiper blades, and a wide selection of lighting products, Peak is all about getting customers what they need to use their vehicles every day.
That same philosophy brought them into the drag-and-drive world to see how products stand up to the torture tests competitors and Sick Ward participants put them through, and the relationship has been outstanding since the beginning.
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“We’ve been involved in many forms of motorsports for decades,” said Peak’s Brian Bohlander. “One of the two things that’s great about drag-and-drive is the balance of vehicles that have to drive on the street while also making passes on the track. The other is the ‘back-to-basics’ and grassroots feel of the sport, since hot rodders are building cars and trucks in their garages and then taking them out to enjoy them in multiple ways.”
Already having a great product line-up allowed Peak to bring their knowledge to the drag-and-drive world with a running start. “These are everyday people that are proving their cars and trucks can survive on the track and the street,” said Brian. “That’s who our products lines are aimed at.”
And it’s not just for the competitor vehicles and Sick Ward rides you might see at an event, but the applications beyond that scope. “Some of these competitors and Sick Ward participants also use a tow rig / truck and trailer, and have daily drivers too, and our products also have great coverage to help there.”
Being a family-owned company, Peak found a perfect match when partnering up with Alex Taylor. “The relationship with Alex is tremendous,” Brian said. “Hers is a family-oriented approach, and we’re a family-owned company. It’s a key foundation of what we’re about, and we continue to learn more from that relationship on our products.”
Fellow enthusiasts and car lover Emily Reeves from Flying Sparks Garage also brings her enthusiasm and product feedback to the Peak family. You’ve seen Emily and husband Aaron join us for Sick Ward on Sick Week, bringing that same kind of interaction with fellow car and racing fans that they get in their everyday lives that is shared on social media and YouTube.
Emily is also doing posts on #SEMAWeekWithPeak this week; follow along with her postings on Instagram HERE!
The product line from Peak continues to evolve, and direct interaction with customers and fans at events is key to that. “From the event perspective, I love the fact that we can talk to a wider range of customers and fans at a drag-and-drive event,” said Brian. “At some other events, you can talk with fans, and some of them might be customers that use your products.
“But at a drag-and-drive, the interaction is so much more rewarding, with a direct connection with both participants and fans. That allows us to better discuss products, and that is invaluable to us to find out real feedback and build relationships with people. You want to identify with people that identify with you and your products, and a drag-and-drive provides a great chance for a lot of one-on-one interaction with customers, and find out what they think about your products.”
When the subject turned to products that drag-and-drive has brought to the table, Brian stated that they are constantly learning from consumers, and that reflects in not only current product offerings, but future items.
“From talking with drag-and-drive customers, as well as our relationship with Alex Taylor, we have some things on the drawing board right now for 2025,” Brian said. “If not at Sick Week in 2025, we hope to have those new products out and ready for people to see by Sick Summer.”
For more on Peak’s line-up of products, CLICK HERE!
Written by Derek Putnam. Photos courtesy of Sick the Magazine, Peak Auto and Megan Taylor.
If you have thoughts / feedback / ideas, please e-mail us at derek@sickthemagazine.com