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Car Enthusiasts represent a large market of over 25 million consumers, annually spending over $30 billion dollars on automotive specialty parts and equipment.
They are engaged, self-motivated buyers who defy typical demographic marketing because their buying behavior is unusually consistent and has higher “spend” than typical consumers.
Car guys tend to self-aggregate around clubs, online forums, and track and show events catering to their distinct personality and tastes. This allows for easy access and highly targeted, cost-effective marketing. It also provides for ready-made marketing partnerships, rarely found in consumer markets, with groups that understand the car enthusiast culture.
The RPM Group is a privately held investment and management firm with interest in the businesses listed below.