Injector Details Everyone Misses
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Car
Chevrolet pickup truck
A Chevrolet pickup truck is a type of vehicle made by Chevrolet that is designed to carry cargo. Trucks from the 1950s are often seen as classic and are loved by many car fans.
Part
LS small block
An LS small block is a type of engine made by General Motors. It's popular because it's powerful and can fit into many different kinds of vehicles, including older trucks.
Term
DPF
A DPF is a part in diesel trucks that cleans the exhaust gases by catching harmful particles. This helps make the air cleaner and meets legal requirements.
Term
injectors
Injectors are parts in an engine that help deliver fuel to make it run. They make sure the engine gets the right amount of fuel for good performance.
Car
Chevrolet Corvette
The Corvette is a fast sports car made by Chevrolet. It's popular for its powerful engine and sleek design, making it a favorite for racing and car lovers.
Concept
truck pulling
Truck pulling is a sport where trucks are modified to pull a heavy weight over a distance. It's all about power and how well the truck can handle the load.
Term
UCC truck
A UCC truck is a type of vehicle that competes in different racing events. It can be used for drag racing, pulling heavy loads, or measuring power on a dyno, which tests how much horsepower the engine produces.
Term
drag race
Drag racing is a race between two cars to see which one can go the fastest in a straight line for a short distance. It's all about speed and quick starts.
Company
ECU Masters
ECU Masters makes special computer systems for cars that help improve their performance. These systems can be adjusted to make the car run better, especially in racing.
Part
injector driver module
An injector driver module is a part that helps control how much fuel goes into the engine. It makes sure the engine gets the right amount of fuel at the right time to run smoothly.
Term
aftermarket ECU
An aftermarket ECU is a new computer for the car's engine that isn't made by the car's original maker. It can help improve how the engine runs and gives more options for tuning.
Company
Bosch
Bosch is a big company that makes parts for cars, like brakes and fuel systems. They are known for making reliable and advanced technology for vehicles.
Company
Motec
Motec makes advanced systems that help race cars run better and track their performance. They are popular in the racing world for their technology.
Part
cylinder heads
Cylinder heads are parts of an engine that help control how air and fuel mix and burn. They are important for making the engine work properly.
Company
Rottler
Rottler makes machines that help build and fix car engines. Their equipment is used to make sure engine parts are made correctly.
Company
Centroid
Centroid makes machines that help create car parts very accurately. These machines are used in factories to make sure parts fit together well.
Part
valve springs
Valve springs help the engine's valves open and close at the right times. They make sure the valves close properly after they open, which is important for the engine to run well.
Term
OEM
OEM means parts that are made by the same company that built the car. These are the original parts that come with the vehicle.
Part
turbo
A turbo is a part that helps an engine get more power by pushing in extra air, which lets it burn more fuel. This makes the car go faster without needing a bigger engine.
Company
Edelbrock
Edelbrock makes parts that help cars run better and faster. If you want to improve your car's engine, you might look for parts from Edelbrock.
Part
68RFE
The 68RFE is a type of automatic transmission found in some pickup trucks. It's designed to be strong and can handle a lot of power, which is important for towing and heavy loads.
Term
NHRDA
NHRDA is a group that puts on races for trucks that run on diesel fuel. They have competitions to see which diesel truck is the fastest.
Term
ODSS
ODSS is a racing series for super-fast diesel trucks. They have different types of races to see which truck can go the fastest.
Car
black limited Dually
A Dually truck has four wheels in the back instead of two, which helps it carry heavier loads. The 'limited' part means it's a fancier version with extra features.
Car
Renault Wind
The Renault Wind is a small car that you can take the roof off of, like a convertible. It's designed for people who want to enjoy driving with the wind in their hair, and it's usually more affordable than other sporty cars.
Car
Ford F350
The Ford F-350 is a big truck that can handle heavy loads and tough tasks. People often use it for work or towing things like boats because it has a lot of power and strength.
Car
Chevrolet Suburbans
The Chevrolet Suburban is a large vehicle that can carry many people and their stuff. It's popular for families and businesses because it has a lot of space inside and can pull heavy things like trailers.
Part
billet block
A billet block is made from a single piece of metal and is stronger than regular engine blocks, which helps in building powerful engines.
Part
billet aluminum head
A billet aluminum head is a part of the engine made from solid aluminum that helps the engine run better by allowing air to flow more easily.
Term
chassis dynamometer
A chassis dynamometer is a tool that measures how much power a car's engine produces while it's running. It helps to see how well the car performs under normal driving conditions.
Term
horsepower
Horsepower is a way to measure how powerful an engine is. The more horsepower an engine has, the faster and stronger the car can go.
Car
Ford Flex
The Ford Flex is a roomy car that looks a bit like a box. It's great for families because it has a lot of space for people and their belongings, and it rides comfortably.
LIVE
Welcome to the diesel podcast presented by DFC diesel.
How you been, Lenny?
Buddy, been good.
Been real good.
Busy but good.
Well, I remember after our last podcast, you're like,
hey, we're going to do one on December 22nd.
You need to hold me accountable
because I have some personal goals I'm trying to reach.
So let's chat in the morning and it's December 22nd.
Here we are.
So like I really enjoy snowmobiling.
And although I'm not in control of like what God gives us
for snow, I am in control of my performance on the snow
and machines, if you buy a new snowmobile today,
like it's probably better than you are as a rider,
no matter what.
And I did ride a few weeks ago and I discovered that
even though I've been training and been getting ready
for snowmobile season, absolutely like, so I'm down
about 13 pounds ish since you and I talked.
So I feel better, but my mobility, like the older I get,
the worse that my mobility is.
And you know, people say like, oh, he's got like crazy old
man strength or whatever, but I don't think it's strength.
I think what it actually is is our bodies become so pent up
with like resistance to mobility that you put it
in a position and your body just wants to spring back to
like not doing that.
So you're not strong.
You're just able to lift a lot because of that, which that
still proves because like I've always been pretty good at
deadlifts.
And the other day, like we were out of stock and a buddy of
mine was, you know, I'm on the radio like, where are you at?
I'm down here down there.
And I went down and he's like, yeah, dig it.
And I'm like, what are you doing?
Just pick it up and lift it.
And he was like, okay, I picked it up and lift it.
And the dude looks at me and he's like, dude, like you are a
freaking horse.
And I'm like, I don't really think I'm that strong.
I think it's just my back and my legs don't want to crouch
down very far.
So they just have to pop back up kind of a thing.
So yeah, the the fitness.
And then there's a guy right here in town who's who's got
probably it's one of the world's most recognized.
It's an aka gym and the fellow's name is Trevor Prangley.
And he's got a very popular Muay Thai Jiu Jitsu club here in
town.
I recently started a tire store and then I did some tires for
him and he wanted to get a vehicle tuned.
And I was able to facilitate that through a friend of mine.
It was just like an old 50s Chevrolet pickup truck with a
LS small block in it.
So, you know, recently I've been kind of, you know, just helping
him out with whatever I can and what have you and and he's
like, you really need to come into the master class and do
some rolling.
And I'm like, oh, buddy, like the mobility is just such a pain.
So that that's Tuesdays and Thursdays.
And so that's that's my goal right now is for 2026 to try
and hit as many of those masters class in the morning as I
can as possible because I really just just the mobility is
such a big deal.
Like I this morning my Mrs is like, she's our house, the
bedroom's aloft and she looks down as I'm staring at the TV
and there's this like gal on TV and she's got this like seven
minute stretch routine, which I suck at and my Mrs is looking
at me like, what the hell are you doing?
And I'm like trying to get mobile.
Like I just I don't want to tear a groin 20 miles out into the
woods and then have to deal with all that.
And it's kind of embarrassing to be good at something, but
have your body not cooperate.
So I've noticed that doing tires, we started a tire shop called
tires and traction and just crouching down, picking up
tires, putting them on cars, trying to help out the guys just
physically moving like that has made me feel a lot better.
And when I come back to the injector shop, they're like,
dude, you're in a better mood.
And I'm like, well, it's because I'm just moving like, you
know, you got eight or nine hours of just constant steady
movement instead of just walking around, you know,
supervising people and, you know, feeding people ideas like
it's it's been good.
So and then, you know, I did the thing about like physical
fitness is you have to you got to do something that you can
employ every single day, right?
And, you know, if I was in high school and I didn't have a
job or responsibilities or life dropping 20 pounds would be
easy, but when you've got to go to performance racing industry
show and you've got to hang out and kiss babies and buy cocktails
and buy dinners, there's just things that you got to put on
yourself that are expectations that you can achieve and
maintain.
So I didn't, you know, 13 pounds could I have lost more?
Yes.
But I think what I did was kind of turned on a little bit of
heat and a lot of heat and I feel I feel better about it.
So I'm not I'm not disappointed in myself, but you know, like
I think I can do this for a full year without changing too
terrible much.
And we got some some topics to cover and I definitely want
your feedback from PR I talked about the UCC truck, but this
is almost a perfect pivot to tie in a bunch of different
conversations we've had on the podcast.
So you've talked about being a good mechanic or like a big
turbo, you know, great turbo builder transmission builder
and then you have a shop and you're trying to run it.
So when you're going through the different parts of fitness
and what you're wanting to change, it aligns with a lot of
the previous things, excuse me that you've told me about doing
things that aren't comfortable to be able to improve your
overall like, you know, just focusing on like diesel shops
and stuff like, you know, I can imagine being a great mechanic
you open a shop, you might not be the greatest at accounting
or marketing or customer service, but you have to like
immerse yourself in it to get good at it.
So do you see a lot of crossover between the physical fitness,
the mobility, that kind of stuff and then the business side
of, you know, dynamite diesel products, the tire store that
you started and like they seem like they joined up a lot.
You know, I mean, I kind of feel, I guess I've spent a lot
of time in the truck, you know, even I didn't have to drive
to PRI, PRI was an exceptionally awesome time this year
like circa first time I ever held a booth at PRI was probably
0506 and that year the diesel in the PRI show, this was still
back in Florida was maybe me and one or two of the booths
like we were definitely, you know, the unwanted stepchildren
and this year the bigger booths at the PRI show have strong
ties to, if not our 100% diesel related.
So, you know, people for the past few years have kind of said
like diesel performance is over, like you can't delete a
truck, so it's all, that's bullshit.
Diesel performance shouldn't ever start with a street driven
truck that had a DPF period.
You should be building something that's going to be a performance
intended, you know, we make enough power now where you should
be able to scare the ever-loving hell out of yourself and do
it with safety.
You know, if you look at David Petrick and the firepunt gang
just built him a new chassis, that thing's wicked sick.
That's sitting in the waggle booth.
It's got wagglers, you know, big billet motor in it.
It's got our injectors in it.
If you look at, you know, say any the rod with his Corvette
that thing's wicked fast.
These aren't DPF deleted vehicles.
These are race specific vehicles and truck pulling has hundreds
of legitimate bad to the bone built for competition sled
pull trucks.
ODSS has done an okay job of getting and keeping racing alive,
but there's been like a lot of like people that were just like
where we're kind of doing the same thing over and over and
over and it's not really getting any better to where truck
pulling.
There's all sorts of organizations.
You got PPL.
You got the outlaws.
You got you got all these different sanctioned bodies that
start out as like brush lead pulls and then they turn into
sanctioned bodies.
And you know, when you get to the Mississippi River and head
east, you know, you could legitimately pull three times in
a weekend.
If you just didn't mind driving three or four hours to where
Mississippi West that'd be a real tough feat unless you've
got a fast truck tow truck and you don't mind covering like
10, 12, 14 hours between poles.
So with what we have going on this side of the world compared
to the other side of the world is a very different situation.
Pp excuse me, a PRI performance racing industry show gave me
another brief look, three day look at what the real world
has in store for us.
And I would say that the outlook is really bright like
things were a lot.
It was amazing dude.
Like we had a chassis in our in our booth and it had some
brand new cut tires in it.
And the guy one of the guys that worked at the tire shop at
nickels tire walks by is like, what are you doing with those?
What are those going on?
What's going on?
And he was kind of like offended that they weren't on some
like legit like pull truck.
And my guys are like, no, dude, they're going to be on this.
It's a UCC truck.
And that guy's like, what the hell's a UCC truck?
Like he had no idea.
So ultimate call out challenge.
One day it's a drag race truck.
The next way it's a sled pull truck.
Next day it's going to be a dyno event truck and all these
people that walk by and saw our chassis sitting there.
Like it was a great conversation starter in our booth because
you know, I'm just kind of like leaned up against chassis and
people walk by and they're like, what is that?
You know, it's like got a beautiful motor and trans case
transmission.
It's all brand new and it was just and it was a great way to
start conversations and and the amount of people are outside
sales reps Troy and Kirk, which again hats off.
They're killing it.
We're picking up five to seven referrals per week.
So dealer network is growing by five to seven per week.
Now not every single one of them is coming on direct, but five
to seven people per week were directing to a warehouse and
giving them a contact person with a new warehouse to buy our
product because we can't sell to every single body, but for
the ones that we can't bring in direct, we're sending them to
the warehouses and that five to seven for us a big number.
You know, there's the evolution of boy, this does tie in
together.
BRI was a wicked.
It was a great show.
I can't say enough good about it.
The future looks bright company called ECU Masters is making
an injector driver module, which means that Dynamite diesel
is going to be able to start installing and selling diesel
masters aftermarket ECUs to all of our race customers.
So we've got two mechanics work for me.
They'll be able to do installs.
We're working with hard way on base files that start up and
get the car running.
And Ryan's going to help us do like any sort of troubleshooting
things like that because he's got a good experience.
So I see that the ECU Masters really turning on the heat when
it comes to performance for us.
There's another fella named Phil that's getting back into into
the diesel game.
He's an extremely sharp guy, very well burst burst at Bosch
and Motec and he's going to come out and he's going to start
supporting aftermarket diesel hot rod stuff.
So, you know, with a guy freelance like that going out,
it's going to make all of diesel performance racing pulling
all of it just way better and safer shops for shop owners
that have never been to a SEMA show or never been to a PRI
show.
You got to you got to spread your wings and go for a fly.
It really does change when you're, you know, my father owned
a repair shop in a small town and he never did get to see
anything like that.
But had he seen something like that, I think it would open his
eyes to what the world really has to offer out there and what
challenges that shop owners, you know, face and what the
solutions are to overcome said challenges.
So you're constantly evolving constantly getting better for
yourself, your own pride and your customers as well because
you know, if you ever break up with somebody, you want to be
the one that is missed the most, right?
And if a customer ever leaves your shop, you want it to hurt
them more than it hurts you.
So you want to be as valuable as possible.
And that's just a general business and dating period like
not sure how I did that, but I did that.
I feel like that was pretty effective.
Yeah, PRI seems really cool.
I got to do a few episodes with people like while they were
in their booth and it was really cool to see
like collaborations or just like announcements that apply to
so many different parts of like whether it's I know it's
performance racing, you know, like show, but a lot of the
things pertain to everyday trucks and it was really cool
for me to be able to have those conversations and then share
it with like tens of thousands of people to be able to say,
Hey, there's a there's a new product coming on board or you
can use this for your race truck or your tow truck or daily
driver. It was really is really cool to be able to do that.
You know, a really extremely perfect example of how that
show helps everybody.
John Q. Public is in America.
There's no real foundries or casting facilities because EPA
and we bring in these Chinese cylinder heads that are cast
out of country and now a bunch of the aftermarket cylinder head
guys have discovered they can bring in these these rough castings.
They can buy a Centroid or a Rottler.
They can come up with their own CNC program.
They can come up with their own valve springs or retainers
and their own valves and they can sell an aftermarket cylinder
head. That's really really really a nice piece for less than
just walking into Cummins or Ford and buying like OEM junk.
That's all cracked and reused and refurbished and it you know,
it's the OEM level is never asked for a performance piece.
So you're never going to get good valve parts in it.
You're never going to get good valve train in it and you're
going to pay an awful lot for us.
So yeah, performance racing industry gives, you know, a shop
owner the answers to a lot of questions for everyday people
all the time.
I just love it.
I think it's a great show.
It mentioned before the podcast the flow of things from like
a truck owner to a shop to a distributor to a manufacturer.
And I think right now it really kind of falls really in line
with like PRI and what we just talked about because you you
see it as a manufacturer, but then you also see it working
with shops and even individuals that call Dynamite Diesel
products and order something.
So you see a lot of different angles of it.
Has it what's that flow like?
Has it changed?
Is it maybe kind of morphed into where how things are flowing
through that?
That's that's something I love to kind of follow and and just
be able to understand more about you know, circa 2000 you
had premier performance products in southern Idaho starting
up this all new idea or concept of a diesel performance driven
warehouse that was only, you know, strictly diesel.
That's all they talked is diesel and they had, you know,
bully dog that banks they had actually didn't have banks back
then they said bully dog that edge.
They had some really, you know, early staples of the performance
industry, you know, bully dog was known for like propane kits
back then and you know, they learned that from the tractor
side of things because those guys are farmers, right?
So a bunch of this stuff went to premier, premier hired up a
bunch of people and went out and chased a bunch of small shops
and then set up a dealer network of you could go to premier
and you could buy diesel dynamics injectors.
You can buy all these really early game stuff and at one point
they were kind of the mother ship of diesel performance.
Like if you didn't have a premier account, then you weren't
going to be successful and through the years, you know,
they stepped into things that were illegal and they got
slapped and then new ownership comes in changes.
We can't do that.
We can't afford to get slapped.
So then, you know, they kind of fall out of what people were
calling diesel performance, but it wasn't it was it wasn't
the performance at all.
It was just diesel the leading, you know, the performance side
of it is trying to figure out like what transmission or what
turbo or or what injectors or whatever you can use without
doing all the ignorance.
So when premier went away and I say that because they they
really kind of started stepping into mud flaps and gasoline
tuner stuff and Jeep stuff and they really they watered down
their own brand with so much saturation.
Then that gave other people that used to be customers
opportunities to jump in and compete directly head to head
with them and you know, some of those guys have been popped
as well.
So they've changed their direction.
Some are completely out of business, but as a as a manufacturer.
I've always thought to myself like if I called up like
Edelbrock in order to an intake manifold, they wouldn't
even sell me an intake manifold.
They wouldn't tell me to call some of our Jags and I thought
well dynamite if we're going to become a manufacturer, that's
the direction that we need to head down the path we need to
head down and we pushed on the warehouses to stock our product
and you know, then be educated on our product and COVID
happened and you know, I'm begging people like will you let
me come out and train with your sales staff and they're like
no, like you can't come to our facility anymore.
We're done with that.
Well, then their sales staff falls off of the training
bandwagon and they're they're being inundated by more and
more and more lines and more brands.
And pretty soon dynamite's too damn small for anybody to
even pay attention to at a warehouse.
So we became irrelevant with a lot of warehouses, I guess.
We have a lot of people calling here saying that our stuff
was on backward and they demanded that, you know, we give
them an ETA and we're like, bro, you give me a credit card
number, it will leave here today.
Your warehouse is just on COD like unfortunately I can't ship
because your warehouse and they're like what?
Yeah, you're it's sitting right by the shipping order by the
shipping table.
It's got your name.
It's got your address on it, but I can't sell it to you
through them because well, they're behind.
So, you know, we've had to change directions and hire an
outside sales firm that can pursue those leads and those
companies and those small shops and that's been
COVID changed a lot.
Like they're just the ability to go out and rub elbows with
people kind of came to a halt and now like we still have,
you know, if you're going to buy a Chevrolet pickup truck,
you're going to turn on TV, you're going to open up now that
I've mentioned it to my phone and they always stalk us.
The next time I open up Facebook, it's going to have a Chevrolet
is, you know, most latest, greatest 1.9% sales financing,
blah, blah, blah.
But there's somebody out there trying to figure out how to punch
you in the face with their brand every single day because
the day that you have that issue of I'm just done with what
I'm driving and I want to go buy a new one, you're almost
always going to go look at if you're not super brand specific
loyal, you're probably going to go look at whatever you heard
most recently about and you know, when you're trying to build
a brand or if you're trying to build your shop's name, you
really want to be the guy that when hunting camp comes around
at least one of the guys sitting around the fire at hunting
camp is speaking really highly of you.
So he tells his other four or five buddies that that's the guy
to go to that's the shop owner to go to and as a shop owner,
you want to be sure to, you know, a build up a really good
quality, you know, a reputation do high quality work, but
then you're also going to want to build up a really high
quality staff because you can't have people with five years
experience. If you genuinely don't have five year season
veterans working for you and if you, you know, I get tired of
I'm sure you've heard this, but you know, you go to anywhere
right now anywhere USA and small business owners are like,
man, I can't I can't hire anybody even when I want to hire
them. They're here for like three days and then they peace
out. They don't even have the respect to call me back and
tell me they're not coming in. I understand all those things
and I've said this a lot like unfortunately and it's not
Patrick's fault. It's not Lenny's fault. It's not Trump's
fault. It's not Biden's fault. It's what happened. Now when
you print money and you hand it out for free, the first thing
that it's going to do is it's going to drive up consumer
demand on all the goods. And the second thing it's going to
do is it's because you've now pumped in you've injected a
bunch of money that you didn't have access to before consumer
demand goes up and the next thing that happens is pretty
soon like all of the crap that's on these lots camp trailers
or whatever they run out. So then inflation starts and
inflation doesn't stop with camp trailers or motorcycles or
four-wheelers or boats. It stops because now gas and diesel
goes up and when you inflate energy costs you inflate the
cost of growing eggs, beef, rice, wheat, potatoes and here
we are years later still in that that toilet of costs and
now that I feel like with energy costs decreasing gas and
diesel I just it's very unfortunate but my 68RFE 140,000
miles finally broke last week. So we flew to PRI. One of my
mechanics drove the truck out with the booth in it and then
he was there for a day and then he he got to fly home. We
flew one of the other mechanics out at the end of the show to
help us tear the boot down and then he was able to drive
down to Missouri drop off our display motor and it's now at
the dyno shop getting beat up and then on his way home he
called and said hey look I'm in like somewhere next to
nowhere, South Dakota and I got no forward no reverse gears.
I'm like call a tow truck get a tow to someplace safe and
find a really comfy spot. We'll be there in like a day. So
myself myself and Rex had to jump in the truck with the 40
foot gooseneck and we towed Rex's truck. We then hooked up
to my trailer with Rex's truck and we all drove home and that
was really good for me because then I realized like if we're
gonna go to these NHRDA races and these ODSS races and and
UCC I own a really really really nice truck that I ordered
like the black limited Dooley. It's amazing. It's got fairly
low miles while it was brand new when I bought it but and I
just thought oh crap I'm gonna need to get another truck
because the great truck is going in for car testing at
SEMA garage which means the guys won't have a truck to go to
all the races with unless they use mine. So now I gotta since
we are sending the the 2019 out for testing now I got a
purchase then I reached out to Peter at SEMA garage. He gave
me a list of trucks that he wants to see us testing. So now
we're shopping for one of those trucks so we can start testing
other parts for you know EOS stuff and then we finally get
home and on the way home we had these like did you had crazy
winds about a week ago didn't you? He has pretty bad. So when
you had that we had that and then we had this rain and what
have you and twice I was driving at like 55 miles an hour
on the freeway and the wind picked up all of the sand from
the side of the highway and threw it at my black truck. So
I probably ate I'm betting that my trucks $5,000 damaged
like headlights, grill, windshield, all of it just
pelted. So I finally got some out. I was like pull over.
We're just going to stay in the next town. We're going to get
dinner and you know the weatherman says that the wind is
supposed to die tonight and we'll finish this because I'm
not going to continue beating up my junk. So my personal
trucks now black and rattled with all sorts of sandblasting
media super stoked about it but we are probably going to be
buying like an F-250, F-350 to do some testing on here pretty
quick or possibly even an L5P. Yeah, there's so many things
on our end going you know it's the end of the year and my
brains and my hyper overdrive right now trying to think about
all the things we did but you know what we kind of veered
off like as a shop owner hire somebody and be prepared to
pay them make sure that you yourself are investing in
your future, your retirement, your property, your tools and
when somebody comes to work for you they will see that you're
investing into your own company, your own self, your own
future and as long as you're investing into them then they
will stay with you but if they don't see an end in sight for
you then they don't see an end in sight for them so just as
sure as they found you to come to work for you they will find
somebody new to go to work for until they finally feel
comfort knowing that that company is going to be around for
a very long time. So we just hired another guy there's more
than 30 bodies in this building now which is crazy to me
because I didn't think we'd ever need to be that big doing
just injectors and yeah I take off for two weeks to come back
and there's another body doing reman injectors so it really
I remember this kind of pissed me off but do you remember
when when they were talking about inflation and Biden was
like hey I got a secret just pay them and it infuriated so
many business owners because it was so early in the game to
just you know be throwing money around to try and keep people
but reality is like the cost of houses isn't going to go down
we're just not ever going to see lower real estate values
anytime in the near future banks have to operate off of a
profit and you know we're going to see a couple of interest
rates drop but you're never going to unless something drastically
changes again which could happen in any moment we're probably
never going to see 3% interest rates ever again so you just
kind of got to get used to it and understand that you know
there's calculators that you can put in your phone that will
show you like mortgage costs you know things like that and
just understand that like whether you're buying a snow
wheel or you're buying a house you can plug in 60 months or 30
years or whatever you can plug in your interest you can plug
in the the principal amount that you're going to owe you'll
see what your payments are and you're going to see what your
interest payment is and then you got to understand that if
it's a company that the interest if not all of it most of it
can be written off so even though you're paying interest
does it really cost you anything or does it just something
less than you have to give to Uncle Sam so get a good CFO
get a good accountant get get sharp with books because like
at the end of the day trying to do a company and compete
against the large factories in America that have all those
infrastructures in place can be very very very difficult so
as small business people I think that we have to be as sharp
as possible to try and acquire and retain awesome employees
and I yeah that's there's that a diesel fans wanted to chat
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So what I'm curious about your opinion on going back to that
flow a bit is do you think like when it comes to the want
for a product or the need for a product like you mentioned
it's the last one that you see do you think that and this
isn't an either or question it could it could be variable I
think that the interest in a product comes from the shop
recommending it or it comes from the consumer asking about
it.
I know the answer to this question because being the
smaller brand the shops that I've sold to that trust our
stuff have always told us dude it's it's hard to sell your
stuff because it costs a little bit more and nobody knows
about it.
And reality is like Microsoft's never been the best but
everybody knows it so it sells and even if it's not the best
that pulls a premium dollar because everybody knows it.
So yeah I think that brand building is like that the that's
the key to success being able to sell yourself being able to
sell your company your products and knowing that you know this
actually changes my my tone just a little bit because we just
recently started Tirestore and the reason I started Tirestore
is because I got tired of low quality service like nothing
makes me more inferior than dropping $2,000 $3,000 on
tires and then driving down the road and having a weight fly
off or driving down the road and having a vibration or driving
down the road and having one of my $400 center caps pass me
like that kind of stuff's not acceptable.
So as a tire shop like with dynamite we're getting emails
every single day and we're getting phone calls every single
day that genuinely are happening because of 25 year organic
growth.
We've grown into be a brand and this is funny because like
even 25 years later Troy and Kirk are like hey there's people
that still don't know who we are and I'm thinking you've got
to be kidding me like these people live under a rock 25
years in business like I've outlasted a lot of companies
and people still don't know who we are and that's kind of a
good thing because as far as the all of the people in America
knowing who we are that's not where I'm at and since I'm not
there it's a good thing because that means there's more clients
out there and potentially more business available that I didn't
have access to last week.
So I'm pretty stoked about that.
With the tire shop I thought OK what I'm going to do is I'm
going to get myself a billboard on the side of the highway and
on the side of the highway is going to be this billboard
people going to drive by it they're going to see it they're
going to see our phone number they're going to call us it
hasn't worked too grand a month.
I don't think that I've gotten a single phone call off that
billboard yet and I'm thinking to myself like why and reality
is a couple of different things people have their goddamn
phones in their hand the whole time they're driving so they're
not staring at the billboard on the side of the road.
Now there is a billboard right here in town that I wanted to
be on but we're not there till next month and it is in a zone
that's like 35 mile an hour zone the billboard that I'm on
right now is like 65 miles an hour 70 mile an hour.
So these people are like they're focusing more on bumpers
and you know not getting into an accident at 70 instead of
hey there's a stoplight coming and I'm going to be stuck in
front of this roadside billboard this other one might be more
effective but then I was like OK back in the old day we used
to pay X amount per month for a telephone directory like the
yellow pages remember that.
We don't have that no more now you got to jump on your phone
you got to go to every single map app you got to go to all
these things you got to prove that you're in existence in your
business and then slowly but surely you migrate towards the
Google Maps the Apple Maps all of it and then you've got to
pray that your customers give you reviews so you can start
organically bumping up through the ranks right now if I type
in tires and traction I pop up but if I type in tire stores
in Hayden Idaho I don't pop up yet so marketing strategies
have become very very very digital and you kind of have
to have a lot of patience entire stores traditionally are
going to be like high retail zones and I don't need the money
so I don't really push to go to every single retail customer
out there like that's not my goal my goal is to find you
know a couple hundred customers that just want to be taken
care of that don't mind either a coming in grabbing their laptop
sitting down at a desk and going to work for an hour or two
while we work on the car or be somebody that schedules for
a drop off and have somebody else pick them up or schedules
with us to drop them off at their work or whatever so we're
not going to be doing just you drive in and sit down grab a
bag of popcorn and then wait like we're not doing that because
I don't care to
tire brands tire models there's so many people that make so
many tires and you've got like tier one to tier five tier
one is amazing awesome stuff super expensive and then tier
five is trash that comes in in a shipping container and when
that shipping is going on you're never going to find that
tire again so even if it's your favorite tire if you pop one
of them six months down the road you might not be able to
find a replacement so we're shooting to sell that tier one
stuff and keep people happy with really high quality stuff
and you know this it how is it different than dynamite will
dynamite is 25 years old and we sell to everybody in the USA
and countries outside the USA and the tire store is much more
like one of your shop owners it's going to be a guy that has
a local following and it takes time and he has to know people
and when somebody goes to lunch or goes to the bar they have
to talk about your local shop or else you're going to die
and if you don't have local talent that's willing to stay
and work with you you're always going to be beating yourself
up a couple interesting things is when I talk to people who
are they have a diesel truck but they're not an enthusiast
they don't know any of the brands that are on this podcast
they don't know dynamite they don't know any of the companies
I have on their idea of repair is to go to the Ford dealership
Ram dealership the GM dealership and just have them fix it
and that was something that was really eye-opening to me
because I've lived these brands since gosh 2010 or 2009
you know like I mentioned being on your site back in 2008
and looking at it I've lived more of this side of it and so
my idea has always been to how can I introduce
people who may find this video or this episode to other
options that they have and I've seen that shift as well
especially like doing a podcast is I never think and I don't
even consider myself like an industry person I think of
myself as an enthusiast first always approach like a
conversation with you or the things that I ask you about
as an enthusiast as a truck owner so how would I find it
like how would I learn about dynamite diesel products
how would I learn about what makes your injectors different
and kind of at the same time I've also seen this distrust of
legacy media and I'm not just talking like the big news
channels out there anything legacy you know when I was younger
I would flip up in a magazine and that would kind of direct
me on where I was going to go or I'd see like a print ad
like you mentioned and that's what would drive me where now
like I love how our audience they keep me accountable like
if I don't ask the right questions they tell me if I don't
go into enough detail they tell me and I use that as my
compass to be able to do that I find people want
they want to hear your stories they want the human side of
dynamite diesel products and then they want me to really go
into the details with you like when you go into those talks
about like flow and media and MM3 cubed and all that stuff
like they're thirsty for that and so I've definitely seen a
shift since the podcast started until gosh in three weeks
it's the 10 year anniversary of the diesel podcast but like
in those 10 years I've seen it change like how and what people
want and what they asked for and I saw the shift from like
I want compound turbos it's having on horsepower to now
they just want it to run like they don't even really care
about like the high performance daily driver they're trying
to keep their trucks going so it's been really kind of cool
to to follow that that's why I was curious and ask you like
where do you think the interest comes from like the consumer
or the shop owner for me personally I research everything
and if I'm undecided then I'll trust my local store local shop
and I want like their personal feedback and that can sway my
decision a little bit but normally I'm doing all the
research reading things and that's kind of guiding me.
You know last week I had a conversation with a good buddy
of mine who who basically is a very high executive in a diesel
company that has over 600 employees so this dude's stress
level is you know I'm going to call hi and he says Lenny you
know who a SAP is I'm like oh yeah I'm standard automotive
products yeah and if you've ever gone to like O'Reilly's or
auto zone there's a ton of standard automotive products in
there and their diesel injection program like I've gotten some
of their injectors just went down and bought them tested them
and the parts they're using aren't that great but the warranty
is really good and that's that's something that's almost
unfair because if there's a guy out there that runs a Napa
or some branch of automotive parts house and they're trying
to compete with a standard automotive your purchasing power
as somebody who owns like 3, 4, 5 parts houses compared to
somebody that's O'Reilly's your purchasing power is going to
be you know very very small horsepower so the only way that
if I was running 3, 4, 5, 6, 7, 8, 9, 10 warehouses or or parts
houses I would do it off quality like we don't deal with big
box bullshit parts I don't care what the warranty is the best
warranty is one that you don't ever have to use and like dynamite
diesel like we we have methods we've got things that we do
we've got ways that we live it's not my fault that when I when
during covid everything I bought Italy came back in a warranty
and it's still coming back maybe a set of week now those have
expired time wise of our official warranty every single
employee from my manager to the guy that you know is shipping
stuff knows that anything from Italy we no questions asked
just fix it take care of it replace it because my my end
user the guy that's driving the truck he doesn't know and he
doesn't care where my parts came from he bought dynamite yeah
he didn't he didn't know his mind dynamite slash Italy and
that's not his fault for his problems but we still warranty
that stuff out because you know this is a another spin but
a long time ago I worked for a tire store called Les Schwab
tire and Les Schwab was still open unless started this this
tire store in like 1953 because the local tire shop kind of
screwed him and he's like you know what like I don't like
being screwed so he opened up this little company called ok
tire and rubber and he started this tire store and his whole
philosophy was like just take care of the customer do it right
do it right first time period and with less you know beating
that into us and then his warranty was really good like the
warranty is basically we cover everything if you got a tire
that has 1630 seconds for the rubber on a brand new and you
come in and it's not fixable with 930 seconds we're only
charging you for the 730 seconds of rubber that you used
and here at dynamite like there's stuff that we want you
that we definitely shouldn't want you but less also said
something during a talk one time we you know I got to work
when less was no longer running the company there's a guy
named Phil Wick that ran the company but less would you
know we would go to Primeville Oregon we would do the meet
and greet and then less would tell us you know like the
simple philosophies that make companies successful and he
asked us a question he said if anybody in here could write
a check to any customer for their 100% loyalty for all of
their tire purchases for the rest of their lives how much
is that check worth and really today I still use that same
theory like if I could write a check to any singles 18 year
old kid 28 year old man 53 year old man 70 year old man how
much is that check worth because you don't know like you
don't know if that 18 year old kid is going to end up owning
a drive-in service center and then he turns one into three
which turned into five would turn to six now if I would
have known that I would have given that kid a huge check
for all of his loyalty but you also don't know if he dies
tomorrow now you don't know if the 53 year old man that you're
dealing with over the counter today you don't know if that
guy happens to own 25 or 50 semi trucks you don't know if
he's got a ranch that potentially has 13 or 15 Dodge diesel
Ford power stroke GM L5 P's on the ranch since you don't know
this treat every single customer like it's your last
customer that's it and that being said I've fired some
customers and I I find peace in it because not every customer
is actually worth you know some people just can't tell the
truth they don't want to tell you the truth that they're
trying to get something some people are just scammers that's
all there is to it and you can't walk fast enough away from
those people to save the heartache the pain the suffering
the misery you know when customers and this happens to not
just dynamite but it's happened to every single you know clutch
company Peter five from South Bend clutch like I've had the
same discussion with him for you know 20 years these dudes
call up and they're like they do the install wrong they
screw this up they screw that up they send the clutch back
and it's blue like that's not a clutch fault that's an idiot
fault the dude behind the wheels and idiot when customers
send in injectors and they're like hey look you know I put
my stock stuff back in and it runs perfectly fine okay but
you sent me my parts back and they're full of trash so
either my parts caught all of the trash in your fuel tank
or you're not telling the truth it's whatever we recently
this year gave a guy back his money and we don't do that
very often but knowing that the guy is not telling you the
truth out of the gate you're way better off killing the
relationship and letting him go be some pain for somebody
else down the road and that's fine like I'm completely cool
with that like it's the best divorce ever like I'm giving
you back exactly what you put into this household not get
the hell out of here I didn't lose a thing like that as a
shop owner like that'll wear you out like you got too many
of those customers but if you build up the local name as a
shop owner to be the guy that you know is only taking care
of people that take care of him you know if you treat your
customers like family which family stuff because you're
born into this thing and that you all share genetics that
doesn't mean you share a lot and if your family isn't treating
you with respect action speak louder towards when you call
when you call a customer and say hey look you know I'm looking
at your truck and this this and this also need to be taken
care of and the customer says no just you know get it back
on the road and then a month later that guy calls you up
and reams your ass and tells you that you screwed up because
it's doing the same thing you're like no no no I gave you
an opportunity to fix all that stuff before it be but now
you're suffering from this this or this because I warned you
about it. Those are the customers and those are you know
the family members that you kind of want to know who they
are and break up with them over time because you're never
going to get ahead you're going to put so much effort and
so much wasted energy into something that never pays you
back you know like the people in this building my employees
were I'm having a Christmas Eve party out of my house and
it's no big deal we've got a lot of employees that moved out
of state to come to work for this company and then I have
a lot of family members here locally so like it's a great
way for me to hang out with all of them and get to know them
better on a more personal level you know like I say some don't
have family here what have you it's just I would rather spend
my effort and energy on people that spend their effort and
energy on me then giving my effort to a family member or
a customer who's just abusing their relationship like be
okay with moving on it's fine my therapist says so
there's a guy I saw him probably 1012 years ago on YouTube
his name is John Willis and he owns a company called special
operations equipment they make like EDC belts mag carriers
duffel bags tons of stuff like that but I found him because
he would do this thing on YouTube where he would get on
there and he would read customer emails and so it like he
would sell say a belt and it would say 8 to 12 week lead
time and he didn't meet like an email from a guy a day later
and says if you don't ship this tomorrow I'm canceling my
order I'm telling all my friends that you suck and everything
else and he would be like I already canceled your order
it would have shipped the end of the week but I'm going to do
a discount code with like your first name for anyone who
wants to use this because I want you to go to my competitors
and just tie them down and their customer service departments
down with this type of attitude and this type of stuff and
I wasn't even a customer of theirs I really like their belts
but I thought yeah I really like how he approaches this
I'm gonna jump on their website and I'm like oh it takes 8
to 12 weeks cool it would always ship faster but that always
stuck with me just as a consumer of like how am I going to
treat the people that are trying to help me how can I set
the expectation how can they tell me the expectation like
what you mentioned about those injectors and and warranting
them like that was another thing another industry I don't
want to name it because it'll get shadow banned on YouTube
but it was like they outsourced this production of this product
they had they marketed it hard they had a bunch of issues
with it and me two years later I'm looking at this brand to
buy something and I came across these old posts of it failed
it came apart it did this it did that they had to spend a lot
of time and I'm sure a lot of money to one be honest about
it and to say how we've changed it and I really appreciated
like their approach and I became a customer of this new
product that they have so I can definitely identify just like
as somebody who buys stuff who hates money and likes to buy
things all the time like yeah how that how that how that all
ties together yeah hate money hate money love work be a drag
racer
the the honest like thing about any company and this you know
this happens you know like when when one person starts
something it doesn't necessarily go it never
just because I started something doesn't mean that my
offspring is going to enjoy it or have passion about it so if
you hand it to them then it will dilute itself of quality and
passion and pretty soon it's never going to be what your
what your legacy or your view of what that thing after you're
gone ends up being and I mean if you look at you know less
swap tire that's a primary example like that dude was
passionate about helping customers period and tires just
happened to be the tool that he used to do that and he bred
a bunch of bad mo foes that ran stores privately they were
company owned stores but they were ran by managers that were
very prideful and very competitive so you'd see like in the
less swab recap which is a monthly newsletter that the store
that the company published you'd see who is killing it and
you'd see who is kind of sucking and once a year they would
do this image contest where your your managers in your local
zone call it 12 or 13 store managers they all jump in a
couple of suburbans they drive around and they grade the
interior cleanliness and image of your store and you would
have a contest for image like you know things and it was
always fun to be a part of that and they had us working for
free because we just wanted our store to look better nobody
else like they weren't paying us but we were so prideful as
young guys to make sure that we kicked everybody else's ask
the image contest that we was shown up 630 in morning 6
o'clock in the morning staying an hour after after we punch
out because we knew that we were going to kill the wage
costs and that hurts the profitability of the company
and then you suck at the recap like in the recap it would
be like your store used to be third most profitable all
the sudden you bleed the store for a bunch of image or a bunch
of excess overtime and your profitability drops so you didn't
want that either so they had us so passionate about what it
is we're doing that we didn't care about losing time or
minutes after hours we were just very prideful about what we
did then you know as years go on that delutes itself down
private money public money buys it you know that companies
for sale right now I think they want 7 billion dollars for
it which if that doesn't sound like a lot of money to you
take a dollar turned into a 60 second time segment and then
take 60 times 60 times 24 times 7 times 365 and how many
years it takes in minutes at $1 to get 7 I did that math
when I heard that Elon Musk his income tax was 11 billion
dollars so I did that math to figure out how many minutes
I would have to be alive earning $1 per minute and it's like
250 years it was crazy dude that's a lot that's a lot but
yeah like Elon Musk his income tax was more than the net
value of Lush Wab can you think about that like dude like
everybody knows that Lush Wab has like 600 stores now which
are all full of inventory and service trucks and employees
and tools tons of assets and that company's on the chopping
block for $7 billion and Elon's personal income tax was
11 billion for a year.
Yeah.
One year like that dude has his hands in so many pots.
I couldn't even imagine like that dude's just brilliant.
That's all there don't ever bet against that dude.
I promise him or Dana White that guy can turn anything to
gold.
Oh yeah.
Well before I let you go you mentioned drag racing UCC
truck I know that's something you're really focused hard on
for next year what like after after the first of the year
heading into 2026 like is that going to be like a major gear
up like what's your plan in the beginning part of the year
for it.
Okay so
so a good friend of mine passed away and he left me this
1998 Maroon pickup truck so it's been sitting around here for
years just kind of going to rot and this year I was like
I'm going to take the C7 truck bring it back out and we're
going to take it to UCC for the 10 year union UCC and it's
all for nostalgia.
I am a sucker for nostalgia.
So UCC truck is totally torn apart we're redoing all of it
and it's going to be bad like Chase fleece is building us
billet block with Waggler's billet aluminum head.
That's what we're going to drag race with
with our our buddy Chad Perkins at Perkins diesel in Missouri
built a Hamilton CGI block deck plate big studs it's got a
waggler ductile iron head on it and since Josh McCormick
currently owns the world record for chassis dynamometer
we're going to try and break that record and I love Josh
because that dude slaves like he grinds and he's a really
sharp guy. I also hate Josh because he set the bar so bloody
high I'm actually scared to break the record because of the
actual energy that it takes to make forty five hundred horsepower
on a motor that small like you know if there's a train making
forty five hundred horse 60 liters not a big deal but when
you do you know less than seven liters it's a big deal.
So love hate relationship right there Josh McCormick you took
the you took the cake. To get there the brotherhood of all my
buddies in this industry have all turned into niche guys Ryan
Milliken really understands calibration and tuning Andrew
to Vornick really understand suspension so I mean I've just
got a band of buddies from Hamilton Perkins fleece I got
buddies that are just wanting to help me out and get this thing
to haul ass and make big power and we're we're going to UCC
but before we even go there the NHRDA has new ownership and
we're in full support of that so we will be taking our UCC
truck to at least get test and tune passes at both the NHRDA
events so we're going to be racing it here in February and
it might not do much there. It might you know be just test
passes but Raven fabrications gets a chassis this week so
they can start in we got Chrome Olly ordered up and all the
things for all the cages we've got two parachutes on the bag
virus oppression like all of it. We're we're going we're going
full swing like I want and it's not just a flex like if I had
one flex if I had one dream. It would be that I don't care
if it's our truck with Donovan Harris driving it. I don't
care who it is but the podium this year at UCC I would love
and I hate to curse myself. That's me knocking on really
good hardwood. This is I will I will show you this is an
actual wood table. Basically I really want to take all three
top spot podium spots at the UCC this year. Like that would be
my my most dream for this year is whether it's us or whoever.
I don't care if I get there and I want all dynamite diesel
products injectors on the podium at UCC and ultimately like
now that NHRDA is going to have you know I'm in all support
of any sort of racing foundation that's going to promote diesel
but we're going to spend good money trying to make sure that
they have good events. So we're we're we're all in on the race
side and my my own sled pull truck. I'll probably see I was
supposed to see a front axle for like a month ago so I should
probably call on that and figure out where it's at but my
sled pull truck will be in three six form this year unless
I really get super chase and I've actually talked about taking
it out there and putting like putting it in super stock form
and then just leaving it at fleece and letting those guys
haul it around and then I would just fly out and then jump in
the truck and then run it in super stocks. So common rails
here to do some damage to some egos and I love that it's
because my guys have spent a lot of time trying to figure out
like end of injection beginning of injection and just massive
amounts quantity so we can make pistons go up and out really
violently and it's time to finally show the world that
we're there.
That's cool. I'm looking forward to seeing it and then talking
with you like through the process I'd really love to spend a
little time you know during our chats talking about like before
you get there because I think that part gets missed a lot like
the design the planning the things that you're learning
through it. So that's something in 2026. I'm really looking
forward to this 2026 is a huge you know like I I I just feel
like 2026 is going to be a year that moves a needle because
common rails made a pretty good splash in three sixes here.
But I know that quantity wise we have enough quantity to run
super stock quite easily and now that we've got more ECU's that
are coming to the marketplace that's going to put us in the
realm of being very very very relevant in super stocks and
big big power. I think that the NHRDA having new ownership
with some fresh passion Chris Sirle Chris Sirle or Chris
Sirle. God damn I always mess that name up. You know he's
going with the UCC since day one and he's now a partial owner
of the NHRDA having him join with Matt Story. You got a guy
that's just passionate and he's a great dude very family focused
very business focused and he just wants to see diesel motors
sports grow. I think that those two combining forces to do
NHRDA like this year is going to be it's going to be a little
bit small. They're just going to redo the events they did last
year but they're going to gain knowledge and gain traction
and they're going to gain you know love from people out West
that didn't race for the last 5 or 10 years didn't do anything
last 5 or 10 years and I would say that 12 months from now
they're probably going to come out with another couple events
and who knows they might start bringing back truck and tractor
pulling to you know the same weekend as the race. I just
think that this year has the potential to really blossom
and become a beautiful season for everybody in the performance
side of it and when the performance side of it grows the OEM
side of it like do our number one seller is stock 59 and stock
67 injectors because nobody wants to go drop 85 or 90 grand
at 12 to $1,500 a month plus insurance to go buy a new truck.
So if they want to they don't really want to because it's a huge
chunk of change every month but then they're also dealing with
the same emissions garbage and who knows like 2 years from now
we might be down to like we might have a lot less emissions
gear on a brand new truck in 2 years than we do right now
that could backfire I could be totally wrong but you know
imagine if it had the EGR and you know like some sort of a
catalytic converter and it was legal like that would be a big
deal it would save 10 grand off top buy a new truck plus the
service intervals would be much greater you know it'd be less
frequent so buddy I just I oh boy so many so many exciting
thoughts about all that kind of stuff you know yeah yeah it'll
be cool to to see how that unfolds I appreciate your time I
know you're super busy and and everything but it was cool to
cool to chat with you today Lenny look forward to 2026
talking with more about UCC smart injector stuff and as always
like to sit back and I think somebody called you professor
Lenny on YouTube on our last our last podcast so always like
to to chat with the professor I got I got called the Jay Leno
diesel last week that PR I wild like must be the size of my
nose yeah thanks Patrick appreciate you have me on want to
give a shout out to some of our patreon supporters Robert
TSW diesel Brian John all of our other patreon supporters all
of you who subscribe on YouTube and podcast apps follow us on
social media we appreciate all your support here in year nine
of the DS podcast and look forward to bringing you more
the content that you want to hear in 2025 till next time keep
the shiny set up
About this episode
Delving into the nuances of diesel performance, this episode explores the intersection of physical fitness and business acumen in the automotive world. The hosts share personal stories about mobility, fitness goals, and the challenges of running a diesel shop. They discuss the evolution of diesel racing, the importance of community in the industry, and the upcoming UCC truck plans, highlighting the collaboration among industry experts. With insights on marketing strategies and customer relationships, this episode offers a unique perspective on the diesel performance landscape.
Original notes
Lenny Reed, founder of Dynomite Diesel Products, talks about his UCC 2026 build, what warranty detail really matters, supporting customers and dealers, plus getting back on track with physical fitness.
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The Diesel Podcast
The Diesel Podcast
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