Drag Illustrated Issue 139, December 2018 | Page 70
PARTNER SPOTLIGHT
ZP Performance Steering
ididit’s new
steering column
brand supports 30
Under 30 program
I
didit may have more than 30 years of
experience and success, but it hasn’t caused
the company to stand pat at any point. That’s
evident in the release of its newest brand,
ZP Performance Steering, and with its support
of Drag Illustrated’s popular 30
Under 30 list for 2018.
The longtime company sponsored
the annual 30 Under 30 nomination
process in 2018, which again drew
thousands of entries. Recognizing suc-
cessful, up-and-coming standouts in
the drag racing industry continues to
be an important matter for Drag Il-
lustrated and ididit’s support of the
program indicates a similar sentiment.
“The future of drag racing belongs to
the next generation of drivers, teams
and fans,” ididit Senior Sales Repre-
sentative Eddie Mohr says. “Not only
is the technology of products evolving,
so are the ways fans and enthusiasts
engage with the sport. Supporting the
momentum that the 30 Under 30 pro-
gram has created is a great way that
we, as a manufacturer, can encourage
and celebrate drag racing’s new generation of
influencers as they create the next chapter for one
of the most exciting sports in the world.”
The younger generation continues to be a ma-
jor focus for ididit, which is located Tecumseh,
Michigan, and started its business in a small
garage in 1986.
Now, it’s the leading aftermarket steering col-
umn manufacturer and a major reason for that
is because it continually keeps an eye on the fu-
ture. That’s especially true in a digital age when
information is readily available and moves at a
breakneck pace.
It puts a focus on constant innovation and re-
search and development, but ididit has managed
to thrive in these settings, giving customers of all
ages an easily accessible online platform. That
mindset was prevalent in the release of the ZP
Performance Steering line and tied in well with its
support of the 30 Under 30 nomination process.
“As we began to identify the best way to launch
ZP Performance, we knew our marketing ap-
proach needed to find unique ways to reach drag
racing’s newest generation of influencers and fans,
but in a manner that allowed them to discover
the benefits of the ZP products organically,” Mohr
says. “After discussing opportunities to partner
with Drag Illustrated on the first-ever spon-
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sorship of the program, we were excited to show
our support and let the team at DI continue to
do what they do best: engage with their audience
online and let the readers and enthusiasts take
the wheel.
“We have found the best way to cost-effectively
grow ZP’s growing line of performance products
is to partner with existing media vendors who
have the same vision and approach to organic,
user-generated content and promotion as we do.”
Excitement for the performance steering and
lightweight column line has been impressive, gar-
nering strong reviews and online conversation
in the process.
But chatter for a new product can quickly fizzle
out if the quality isn’t there. That hasn’t been a
problem for ZP Performance Steering.
The company has stood out from its compe-
tition for decades thanks to an insistence on a
high-quality product, and the ZP Performance
Steering line has taken that particular category
to another level. It is the first line of purpose-
built performance steering columns designed to
decrease overall vehicle weight without compro-
mising dependability, and it certainly checks all
the boxes in the process.
The Pro-Lite column weighs less than six
pounds, about half the weight of a traditional
ididit aftermarket column, but still
includes safety requirements like
signals and flashers to make it street
legal. That’s an ideal choice for high-
performance cars that go seamlessly
from street to strip, while the Pro-Fab
line chocks in at even more impres-
sive 4.6 pounds. The ultra-lightweight
design is an attractive draw, but the
products also don’t hold back when it
comes to quality and efficiency when
it comes to installation.
“Drag racers at every level are dis-
covering that replacing their steer-
ing columns with ZP products is an
easy and cost-effective way to shed
weight and get better times at the
track,” Mohr notes. “We knew it was an
important factor to the performance
industry to have both features, a light-
weight product that is easy to install.
“So, it became important to us to provide those
features first and foremost. No matter what new
products we come out with or the features that
they offer, we continue to stay focused on our core
policy of ‘Quality is not only what we do, it’s who
we are.’ We will always strive to ensure that we
can back up this statement and deliver desired
features on top-quality products.”
Even 32 years later, ididit remains passionate
about its business, tackling new challenges and
finding new ways to offer premium products.
That’s been the mindset behind the ZP Per-
formance Steering products, which were only
introduced after significant research and develop-
ment. Perfection continues to be the goal for this
product line and the entire company, and that’s
true with the newest product line, which also
includes more than lightweight steering columns.
“We will continue to research and identify new
opportunities to solve steering problems for our
customers, as we have since 1986,” Mohr says.
“ZP Performance does not only make and sell
performance steering columns, we also manufac-
turer quick-release steering hubs built for race
applications and will continue to develop new and
exciting products for drag racing applications and
other emerging markets.” - JOSH HACHAT
Issue 139