Motorhead Articles
Get Your Marketing in Gear
Attending Auto Performance Events: How It Can Increase Your Revenue
Barry Alt • February 11, 2020
Attending auto performance events is something that shouldn’t be overlooked as just another business expense - you can stay up-to-date with the latest innovations and trends, meet new people and see the latest advancements in technology.

In our industry, it’s rare that you get an opportunity to talk face-to-face with so many people who work within our area in one place, at one time.
These face-to-face meetings with like-minded individuals can help you attract business to your shop and help you make connections you wouldn’t have had a chance to make otherwise.
Attending auto performance events is something that shouldn’t be overlooked as just another business expense
- you can stay up-to-date with the latest innovations and trends, meet new people and see the latest advancements in technology.
Here are five ways you can increase your shop’s revenue by attending auto events.
1. Networking
Networking - sounds so simple, yet it’s so often overlooked. Networking can often lead to new customers, new suppliers and creating important contacts with potential collaborators. It’s also a great way to learn new things from other shop owners and businesses in the industry.
A great tool to use at events is LinkedIn’s ‘Find Nearby’ feature. With Find Nearby enabled on your phone, LinkedIn helps you locate other LinkedIn members in your proximity. This really helps you meet the right people at the right time.
If you don’t see yourself as somebody who is naturally social then consider bringing some conversation starters, a list of questions or even some topics for discussing with you to these events.
Try to explore opportunities outside of your comfort zone too - consider getting onstage yourself or writing a guest article in a relevant magazine (this is something we regularly do too! Check out our latest piece in The Shop magazine).
2. Learning New (More Profitable) Ways Of Working
There are always opportunities to learn more in the business world - especially when it comes to productivity and profitability. Things in the auto performance and auto restoration industry evolve every year. New products hit the shelves and new, more efficient ways of doing things are discovered.
Attending events is a great way to chat with other shop owners about the way they do business - and take a few cost-cutting techniques home with you to try out.
Learning new knowledge about a product or developing your business skills is always something you can get out of attending auto performance events. You will always come out more informed and ready to deal with any new challenges that you might run into.
While you can learn a lot from the people in your industry and experts in your field, events are also the perfect place to show off some of your skills. You can also spread your knowledge and teach people about the tricks you’ve learned over the years and become known for being an expert at what you do.
3. Pick Up New Technology
A lot of auto performance and auto restoration trade shows highlight the latest tools, technologies and research that has surfaced in the industry over the year or the last couple of months.
Depending on the event and what area of the auto industry you specialize in, you can attend seminars, talks and lectures to learn about the latest innovations that are most relevant to you. You might find there’s also group workshops you can attend which are a great opportunity to network with like-minded people.
Events are the perfect place to see any new machinery or tech as you can talk to the experts behind them in person - and even get demonstrations on how each one works.
It’s common to see vendors giving away free samples of smaller items too - making this the perfect opportunity to try out new products without having to invest in the whole thing.
There’s a lot of innovation within the industry and it’s important to try and stay on top of it all in order to get ahead of your competition when it comes to offering the best service and products for your customers.
4. Check Out Your Competitors
Events give you the opportunity to see what your competitors are doing, how they are doing it and what you can learn from it. It gives you the chance to see first-hand what their strengths and weaknesses are and how you can learn from their mistakes - or their successes.
It all builds up to valuable knowledge that could help give your shop the edge it needs to pull ahead. You can see for yourself what sets your business apart from your competitors and what you can do that they can’t.
5. Promote, Promote, Promote
You can promote your company in a number of ways at events, but one of the most popular ways is by becoming a guest speaker. When you give a talk at an event you become seen as an expert in your niche. This can help boost your reputation in the industry, raise brand awareness and help increase your popularity with potential customers.
If public speaking isn’t something you are comfortable with, then there are plenty of other ways at events that you can promote yourself and your shop:
- Take part in group discussions and events
- Book in to have a trade stand
- Advertise through leaflets or posters
- Go to talks and network with people who have similar interests as you
That’s all for now, but we hope you enjoyed our blog on attending auto performance events. If you’re interested in learning more about the events we find the most beneficial to attend, get in touch.
If you want to gain some serious exposure for your shop with tried, tested and proven methods, check out our Marketing Maximizer.

The average age of a light vehicle in the United States is now 12.8 years, according to the latest publicly released national benchmark from S&P Global Mobility (the firm completed its spinoff into an independent company, now called Mobility Global, in July 2026, though its research is still widely cited under the S&P Global Mobility name). For the automotive aftermarket, that means a growing population of vehicles entering the years when maintenance, repair, replacement parts, diagnostics, and upgrades become increasingly important. The American vehicle fleet is getting older, and it's changing how aftermarket businesses need to think about growth. S&P Global Mobility reports that the U.S. fleet has grown to 289 million light vehicles in operation. Passenger cars now average 14.5 years old, while light trucks average 11.9 years. The high-volume 2015 through 2019 model years are also moving deeper into the aftermarket service cycle as more vehicles leave their original warranty coverage. For independent repair shops, parts suppliers, restoration specialists, performance businesses, and custom builders, the opportunity is substantial. It is not automatic, however. The businesses positioned to benefit will be the ones prepared to service an aging but increasingly technical vehicle population. Why Does an Aging Vehicle Fleet Create Aftermarket Opportunity? Older vehicles generally require more frequent maintenance and a wider range of repairs. Wear items reach the end of their service life. Seals, wiring, suspension components, cooling systems, electronics, and emissions equipment begin to demand more attention. Owners also start making larger decisions about whether to repair, restore, upgrade, or replace the vehicle. S&P Global Mobility identifies vehicles between six and 14 years old as a prime range for aftermarket service. Its research indicates that vehicles in this age range, along with even older models, are expected to represent at least 70% of vehicles in operation for several years. The newest industry forecast reinforces that opportunity. In June 2026, the Auto Care Association and MEMA Aftermarket Suppliers projected that the U.S. light-duty automotive aftermarket would grow 5.2% in 2026. The market is expected to surpass $500 billion by 2029, supported by the aging fleet, increasing vehicle complexity, and continued consumer reliance on personal transportation. Why Are Americans Keeping Vehicles Longer? High new and used vehicle prices and broader economic uncertainty continue to influence replacement decisions. Many drivers would rather invest in a vehicle they already know than take on the cost of replacing it. Modern vehicles are also durable enough to remain useful well beyond the point when earlier generations of owners may have traded them. From the shop side, the pattern is familiar. A customer says, "I just need it to last another year." Then one year becomes three. The truck remains essential to the business. The SUV stays in the family. The daily driver becomes a project because the owner would rather improve it than start over with another payment. This is where the aftermarket becomes essential. It gives vehicles a second, third, and sometimes fourth life. A 12-Year-Old Vehicle Is Still a Modern Vehicle An older fleet does not mean a simpler repair environment. A 12-year-old vehicle can still contain numerous control modules, emissions equipment, infotainment systems, electronic security features, networked sensors, and early-generation advanced driver-assistance systems. Shops must continue investing in technician training, scan tools, software subscriptions, service information, programming equipment, and calibration procedures. This is also why the Right to Repair issue remains relevant. As Motorhead Digital covered in Part 1: The Right to Repair Fight and the Freedom to Fix Victory , recent federal action created meaningful progress around emissions-related repair information and aftermarket emissions compliance. However, broader questions involving telematics, proprietary software, cybersecurity access, and non-emissions repair data remain unresolved. Older vehicles need more than replacement parts. They need judgment. They need technicians who understand the vehicle as a complete system and can distinguish a smart repair from a poor investment. They need suppliers with accurate fitment data and specialists who can combine traditional craftsmanship with modern diagnostic discipline. Which Aftermarket Businesses Stand to Benefit? Independent mechanical shops can benefit from increased demand for preventive maintenance, diagnostics, suspension work, cooling-system repairs, electrical repairs, emissions service, and age-related wear components. Parts manufacturers, distributors, and retailers can benefit from sustained demand across a wider range of model years. Accurate fitment data, inventory planning, and technical support become even more important when the active vehicle fleet spans decades. Restoration, performance, and custom shops have another opportunity. As replacement costs remain high, some owners will choose to improve vehicles they already own through: Drivability upgrades Modernized electronics Braking and suspension improvements Engine work Interior restoration Full custom or restoration builds The aging fleet is also increasingly diverse. S&P reports that battery-electric vehicles average 3.7 years old, plug-in hybrids average 4.9 years, and traditional hybrids average 6.4 years. Those vehicles will create additional service opportunities as they age, but they will also require new training, safety processes, tooling, and parts knowledge. Trust Becomes More Important as Repair Decisions Get Bigger The owner of a 12- or 15-year-old vehicle may be deciding whether to spend several thousand dollars on a vehicle with limited market value but significant practical or emotional value. That customer is not only buying a repair. They are buying confidence in the recommendation. Shops need to explain: What is urgent What can wait What may fail next Whether the proposed work makes financial sense Which repairs can be completed in phases What can be upgraded Clear inspections, photos, videos, written estimates, and phased repair plans help customers make informed decisions without feeling pressured. Motorhead Digital's Trust, Loyalty & Relationships: The Real Shop Advantage explains why trust often begins before a customer enters the shop. People study reviews, websites, project photos, and social media to decide whether a business looks credible, transparent, and capable. Pricing communication matters too. Older vehicles can expose hidden problems, discontinued parts, long lead times, and changing supplier costs. Tariffs, Pricing Pressure, and How Auto Shops Can Communicate Value Better offers practical guidance for explaining those variables without apologizing for charging appropriately.















