PerTronix and Aeromotive: Let’s Make A Deal

As technology continues to transform the auto industry, a record number of mergers and acquisitions are sweeping through the aftermarket. And one new partnership that recently raised eyebrows was that of PerTronix and Aeromotive.

For many enthusiasts, these two brands need little introduction. PerTronix is an industry-leading supplier of ignition components, renowned for its Ignitor Series points replacement kits, HEI performance modules, Flame-Thrower HEI, billet and cast distributors, ignition coils, and spark plug wire sets.

Similarly, Aeromotive is an absolute juggernaut of fuel-delivery and fuel-system components. The brand encompasses everything from late-model muscle and drag racing to marine and powersports.

While either of these brands would seem to go hand-in-hand, they also both seem to be at the absolute top of their game. So, when news emerged of PerTronix’s acquisition of Aeromotive, it’s only natural that some questions arose.

What does this mean for Aeromotive? Will the company change? Could we see some exciting new product? A change in prices? New market opportunities?

Johnson Barrick, Aeromotive Vice President of Sales and Marketing, sat down with us to provide an inside look at what this acquisition means for the company and consumers.

Spoiler alert: it’s a pretty promising view.

Stronger Together

First, let’s tackle the elephant in the room: Many of us tend to think negatively about mergers and acquisitions. We worry a big company will swoop in and meddle with the inner workings of the brand we’ve come to love. Barrick assures us that’s not the case here.

“This is a really good thing for Aeromotive,” he says, enthusiastically. “You know, we’ve had our foot on the pedal for so long. And so, we were looking for a partner, and PerTronix understood and appreciated what we do and how we do it.”

“And we truly are the same company as the day [the acquisition] it happened,” he continues. “We’re still manufacturing the majority of product here in the United States, just like we always have. When [customers] put an order in, the same people are confirming them. When they’re calling the sales department, they’re getting me. Nothing has changed, and I think that’s the telling story.”

According to Barrick, PerTronix can supply Aeromotive with support and resources to grow bigger and more efficient, allowing the company to explore new markets, hire new talent, and tap into new avenues for product development. In return, Aeromotive brings knowledge and consistency to the table—as well as a fiercely performance-driven attitude.

“One thing that Aeromotive does really well is engineering new product,” he says. “Twenty-five percent of our employees are engineers, so I think on that end we’ll be able to help PerTronix with what they’re doing, and the new product they’re coming out with.”

No Gimmicks

Speaking of product, Barrick insists the companies have no intention of interfering with one another’s existing product spaces. Aeromotive has never been about “me too” products – and it won’t start now. Instead, the companies see an opportunity for cross-pollination, interacting with each other’s established customer bases in new and exciting ways.

“The future of Aeromotive has never been brighter. To work side by side with a team of seasoned professionals with a common goal of continuing to produce the industry’s best product will pay dividends on day one,” said Aeromotive Founder and President Steve Matusek. “This is one of those unique instances where one plus one will equal three.”

For example, on the enthusiast side of things, Barrick notes that Aeromotive hasn’t truly capitalized on Goodguys shows in the past. The popular hot rod and custom car events present a captive audience – one that Barrick thinks will be chomping at the bit once public events open back up. With PerTronix’s support, Aeromotive can have a “bigger footprint” at these gatherings, and both companies can continue to reach more people, he says.

“We understand that they are very good at what they do, and we’re very good at what we do, so that will stay separate,” Barrick sums up. “But certain areas that we can come together and put our heads together and grow, I think that’s important and exciting.”

With Aeromotive’s massive presence in the world of high-powered fuel pumps and PerTronix’s legendary place in ignition systems, we here at the Engine Block see fuel injection systems as a golden opportunity. Barrick says both companies are currently focused on growing each individual brand, but admits they are “running in the same direction together,” and acknowledges the incredible potential for collaboration.

New Opportunities

Another area for growth opportunity is in the industrial space – a new segment for Aeromotive, but certainly not out of the company’s comfort zone. Barrick notes it is a tough market to break into, but with PerTronix’s established contacts, the two companies can work together to solve problems unique to the space.

Barrick also says this new relationship will result in more product development opportunities for Aeromotive. “R&D is not cheap. In fact, it is one of the most expensive line items,” he says, noting he expects PerTronix’s support to lead to more inside-testing abilities, which translates to even greater quality assurance for customers.

And that’s really what we can expect to see in the coming months following this merger. Rather than a shift in the directive, or an influx of new out-of-the-ordinary product, it allows Aeromotive to grow its relationship with the customer.

The aftermarket grows more competitive every day. A family of top-shelf brands makes for a pretty strong support network.

“We’ve had a lot of success, but we’ve also had some, to be honest, failures,” admits Barrick. “I’ll take our diesel lines, for example. You know, we came out with the best product that checks all the boxes; it just happens to be probably $300 too expensive. We all price ourselves in the market, and that’s always in the back of your mind when you do R&D on a new product.”

It’s not just company funny money, he explains. For a brand like Aeromotive, with two dozen close-knit employees who feel like family, those dollars really count. “Now it feels like, ‘Okay, we can take a little more risk,’” says Barrick.

2021 Product Pipeline

As for the two companies teaming together to create anything revolutionary, only time will tell. However, Barrick says Aeromotive has some big plans rolling into 2021.

It might not come as a surprise that the late-model Challenger, Charger, and Camaro are in the company’s crosshairs. The primary focus is on plug-and-play setups, and we know from Aeromotive’s successful Stealth Fuel Tanks that the brand has what it takes to pull off another winning product line.

Throw PerTronix’s support into the mix, with increased room for R&D and the confidence to take some more risks? Consider us very excited.

Moving into the new year, Aeromotive also shows a keen interest in the sport compact segment. With the Toyota Supra and a variety of Subaru models at top-of-mind, we expect the company to build up a quick fan base among this segment’s power nuts.

Barrick confirms the S550 is in the company’s orbit as well, but customers can expect to see Camaro and Mopar parts first. (Hopefully as early as Q1!)

Stay up-to-date with Aeromotive and any new product releases at the company’s website and on social media.