Upgrading suspension systems: put discretionary dollars in your pocket.

Performance enthusiasts are great customers for a tire dealer because they are people who enjoy spending money on their vehicles.

The performance upgrades they request are rarely the result of a replacement need. They are discretionary purchases from people seeking to upgrade their vehicles.

Ride control

A likely first area to consider is ride control including shock absorbers and springs.

Dynamics of chassis springs and hydraulic dampers do more to dictate ride characteristics than any other products.

Most performance-targeted vehicles such as sports cars or touring cars use a coil spring front and rear suspension.

Since the springs control the vehicle's static ride height, their selection is of primary importance. It's essential to determine if the customer wants to maintain the vehicle's original equipment height, or if he or she is interested in lowering the vehicle.

Lowering has its pros and cons depending on the extent of the height reduction.

On the plus-side, reducing the vehicle's center of gravity improves aerodynamics. If proper spring force is maintained it will also improve lateral handling by limiting body roll.

On the down-side however, lowering the vehicle will create a negative camber change at the front wheels - and also at the rear if the vehicle has independent rear suspension. Depending on the adjustability of the vehicle's suspension system, it may not be possible to dial-in the correct …