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Get Your Marketing in Gear
When is less more?
There’s no replacement for displacement. Except one.
More is more of many things in our life, for both the good and bad. For example, more money means more money. And then, unfortunately, more calories means more calories. While the simple formula can work with most everything, what do you do when, like the calories, more starts becoming a plateau, or worse, a negative?
Well, in those cases, less is more, and what we really need is hiding in plain sight.
I am talking about weight savings. Both literally and figuratively. I say figuratively because your business will likely come upon the same challenge as a car build. When your business is on that plateau, or spiraling downward, you may want to look at how lightening the load can work miracles.
That’s where Motorhead Digital earns its stripes. We help businesses in the classic and performance automotive space shed digital dead weight. Things like clunky websites, outdated or nonexistent SEO tactics, and wasted ad spend. Just like a lightweight build, things will be easier to reach and work on, more efficient so you have more time and less stress.
Since running lean and mean is so essential, let’s talk about what it did for automotive racing and how we can do the same with your online presence.
The paragon of the ethos
If there was one man and perhaps one car company most famous for this approach, it is Colin Chapman of Lotus. His famous quote “Simplify, then add lightness” has been at the core of their offerings since the beginning until… well… maybe when Geely bought them and made them release a 3,200 lb modern car with computers and safety. I digress though.
In the late 70s and early 80s, the ultra-rich were showing off their mid-engine exotics complete with V12 engines capable of blistering 0-60 stats along with white-knuckle quarter-mile times. The British underdog on the other hand, didn't have the R&D budget or facilities to produce a V12. But they knew that the mainstream racing world hadn't gone all-in yet with extreme weight savings.
Around this time, Lotus switched out of the roadster lane, and into the European Exotic lane with the Lotus Esprit. The car was an initial hit, and rivaled the other supercars of the day. All were delighted with the performance of the car. As long as they didn't see the four letter word on the spec sheet. Or should I say, four cylinder word.
Leaning in on what you know
The Esprit had a miniscule 2.2l 4 cylinder engine. An impossible 8 entire cylinders less than the competition and in most cases, less than half the litre size too. By living the lightweight ethos, the Lotus Esprit was able to shed over 1000 lbs compared to the average exotic competitor to maintain peak performance. Once you study the physics behind it, such as rolling resistance, or traction efficiency, then things get really mind blowing.
Not just imports, but domestics benefit too
The hotrods and muscle cars of America initially didn't worry a lot about weight. But as drag racing and the Bonneville Salt Flats became more and more a part of American Car Culture, more began to lean into this trend.
You may have heard something akin to the phrase “100 lbs of weight savings equals .10 seconds off your quarter mile”. No one is too sure where this idea began, but many professionals, even the famous “Mythbusters” have put this to the test. The results? While not an exact formula, the myth isn't too far from reality.
As the years have gone on, people have done just about everything (aside from watching our own caloric intake we talked about earlier) to achieve speed through efficiency. Maybe you start small by swapping out the hood for something carbon fiber. Maybe you decide you don't need amenities like an AC or backseat. Or maybe, you go all in and gut the interior entirely! Just don't ask us to scale back on an extra cookie, and we’ll be all smiles.
Where does that put you and your business?
Like a lot of our favorite builds, your business is probably stocked with the best. Great track record, great crew, great knowledge, great tools, maybe even a great facility. But at this point, you’ve reached that plateau. You need to get more out of what you have, much more.
That's where the efficiency of Motorhead Digital comes in. We can get your customers, profits, and visibility all to shift into overdrive. And not only that, since we're making this more efficient along the way, your hassles and stress decrease exponentially.
Grow your auto business with Motorhead Digital
Ready to attract more customers and improve your shop's marketing efforts? Awesome! When it comes to marketing services for the automotive industry, we’re always ready to talk shop. Whether you run an aftermarket restoration, performance, race, or restyling shop, the Motorhead Digital team is here to help you create a winning brand strategy.
Give us a call at (585) 766-9785, email us at
maximizesales@motorheaddigital.com, or visit
MotorheadDigital.com for all the info you need about our auto shop marketing services.
