S3, E75 - David Borla
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Car
Jeep Wrangler
The Jeep Wrangler 392 is a special version of the Wrangler that has a strong V8 engine, making it more powerful and better for off-road driving.
Company
Borla Performance
Borla Performance makes special exhaust systems for cars and trucks that help them sound better and perform well.
Part
S-Type exhaust
The S-Type exhaust is a type of exhaust system made by Borla that makes your vehicle sound louder and more powerful.
Car
Jaguar Stype
The Jaguar S-Type is a fancy car that looks really nice and is comfortable to drive. People talk about it because it's known for being luxurious and stylish.
Term
aftermarket exhaust
Aftermarket exhausts are parts that you can buy to replace the original exhaust on your car, usually to make it sound better or perform better.
Term
T304 stainless steel
T304 stainless steel is a strong and rust-resistant metal used to make exhaust parts, helping them last longer.
Part
exhaust system
The exhaust system helps get the bad gases out of the car and can make it sound cooler. Some people like to change it to make their car perform better.
Company
Amsoil
Amsoil makes special oils and lubricants that help keep cars running smoothly. They are known for their high-quality products that protect engines.
Term
synthetic oil
Synthetic oil is a special kind of oil made in a lab that helps engines run better and last longer. It's often better than regular oil, especially in hot or cold weather.
Car
Jeep 392
The Jeep 392 is a version of the Jeep Wrangler that has a powerful V8 engine, making it great for off-roading and driving in tough conditions.
Term
ground clearance
Ground clearance is how high the bottom of the car is off the ground. Higher ground clearance helps a car drive over bumps and rough surfaces.
Term
ICE space
ICE means cars that run on gasoline or diesel, which is different from electric cars. This term is used to talk about the traditional car market.
Term
muffler
The muffler is a part of the car's exhaust system that makes the car quieter by reducing the noise from the engine's exhaust.
Term
Hemi
Hemi is a type of engine that has a rounded top shape, which helps it run better and sound unique. It's known for producing more power and has a special sound that many people recognize.
Term
cold start
A cold start is when you start your car after it has been sitting for a while and the engine is cold. It usually sounds different and can be noisier until the engine warms up.
Term
free flow exhaust
A free flow exhaust system helps the exhaust gases leave the engine faster, which can make the car run better and sound different. It reduces the pressure that builds up in the exhaust system.
Term
switchfire technology
Switchfire technology is a way to change how exhaust gases flow in a car, making the sound better and helping the engine perform more efficiently. It uses special pipes to mix the exhaust from different parts of the engine.
Car
Dodge Viper
The Dodge Viper is a super-fast sports car with a really strong engine. It's talked about because it's one of the most powerful cars you can buy and has a unique look.
Term
H pipe
An H pipe is a part of the exhaust system that helps the engine breathe better and makes the car sound nicer. It connects the two sides of the exhaust, which helps improve performance.
Term
X pipe
An X pipe is another type of exhaust system part that helps the engine work better and makes the car sound good. It connects the exhaust from both sides in a way that allows the gases to mix, which can improve performance.
Car
Ford Mustang
The Ford Mustang is a famous sports car from America that people love for its speed and style. It's been around for a long time and is often talked about because of its cool looks and powerful engines.
Term
back pressure
Back pressure is the pressure that builds up in the exhaust system of a car. If it's too high, it can make the engine work harder and reduce its power.
Term
delta
Delta means the difference between two things. Here, it's about the difference between how loud and quiet the car sounds.
Part
resonators
Resonators are parts of a car's exhaust system that change how the car sounds. They help make the noise quieter or change its tone, working with the muffler.
Concept
EV mandate
An EV mandate is a rule that says car companies must sell a certain number of electric cars. It's meant to help reduce pollution and encourage the use of cleaner vehicles.
Term
V8
A V8 is an engine with eight cylinders that helps cars go faster and pull heavier loads. It's known for being powerful and is often found in trucks and sports cars.
Car
Ford F150
The Ford F-150 is a popular pickup truck that many people use for work and everyday driving. It comes with different engine choices, including a powerful 5.0-liter V8 engine that gives it great performance.
Car
Land Rover Range Rover
The Range Rover is a fancy SUV that can drive on rough trails and also feels very comfortable inside. People talk about it because it's a popular choice for those who want a stylish car that can handle tough conditions.
Car
Jeep Gladiator
The Jeep Gladiator is a truck that can go off-road like a Jeep but also has a space in the back for carrying things. It's popular among people who like outdoor activities and need a tough vehicle.
Car
Toyota Tacoma
The Toyota Tacoma is a smaller truck that is strong and can handle rough roads. People like it because it's reliable and great for carrying stuff or going on adventures.
Car
Chevrolet Corvette
The Corvette is a fast sports car from America that looks really cool and is built for speed. It's talked about a lot because it's one of the most famous sports cars and has a strong following.
Car
Toyota Tundra
The Toyota Tundra is a big truck that's built to be tough and carry heavy loads. It's popular among people who need a strong vehicle for work or outdoor activities.
Car
Dodge Charger
The Dodge Charger is a big car that looks sporty and has strong engines. It's known for being fast and fun to drive.
Car
Chevrolet Camaro
The Dodge Challenger is a sporty car that looks like classic muscle cars. It's known for having powerful engines and is fun to drive.
Car
Dodge Challenger
Car
Subaru BRZ
The Subaru BRZ is a small sports car that is fun to drive and easy to handle. People like it because it gives a thrilling driving experience without being too expensive.
Car
Chevrolet Silverado
The Silverado is a big truck that can carry and tow heavy things, making it useful for work or play. Many people like it because it's reliable and has a lot of space.
Car
Nissan GT-R
The Nissan GT-R is a fast sports car that uses a strong engine and cool technology to go really fast. It's loved by people who like racing and high-performance cars.
Car
Ford Taurus
The Ford Taurus is a family car that used to be very popular in America. It's talked about because it was known for being comfortable and good for everyday use.
Car
Bmw 3
The BMW 3 Series is a small luxury car that is fun to drive and has nice features inside. People talk about it because it's known for being one of the best cars in its category.
Car
Honda Passport
The Honda Passport is a medium-sized SUV that has a lot of room inside and can handle rough roads. It's popular because it's good for families and people who like to go on trips.
Car
Toyota RAV4
The Toyota RAV4 is a small SUV that is great for families because it has a lot of space and is reliable. People like to talk about it because it's useful for everyday driving and holds its value well.
Car
GMC Hummer EV
Car
Rivian R1T
The Rivian R1T is a new electric truck that is designed for outdoor adventures. It's talked about because it runs on electricity instead of gas and has some cool features for camping and exploring.
Car
Dodge Road Runner
The Dodge Road Runner is an old muscle car that was popular for being fast and fun to drive. It's talked about because it has a cool cartoon character on it and is loved by car collectors.
Car
Nissan 300 ZX
The Nissan 300 ZX is a classic sports car that people loved for its speed and style back in the day. It's talked about because it's a favorite among collectors and car fans.
LIVE
That is what my Wrangler 392 sounded like on startup.
Well that is until last week, but before we get into it, you're listening to the Truck
Show Podcast and I'm your host Holman coming to you from beautiful Huntington Beach, California.
Last week, I took a drive up to Oxnard, California where I met with David Borla from
Borla Performance to talk all things exhaust as well as get a new S-Type exhaust installed on the
Jeep. Borla, as you know, has been one of the industry benchmarks and leaders in aftermarket
exhaust for decades. In fact, I remember the ads from Car and Driver magazine back in the day
showcasing the super rad inner cool tips that were a Borla signature and it was those ads that
made Borla an aspirational brand for me personally. Today, the exhaust are still made from T304
stainless steel, pack some really cool tech such as the switch fire crossover pipes and come with
a million mile warranty. Borla exhaust are also proudly made in the USA with three inch piping,
four inch tips and a higher tucked up rear exit that still includes the valves. I've been eyeing
this system for a long time and I'm so glad to finally have it on the new Jeep. So we have lots
to talk about but first let's give a big shout out and thank you to the companies that make the
Truck Show podcast possible. The Truck Show podcast is proudly brought to you in partnership with
Amsoil, the maker of the best synthetics and the same ones we use in our rigs. Did you know Amsoil
is more than just synthetic oil? They also make some of the finest lubricants, greases, additives,
filters, car care products and yes, even merch. We use Amsoil products to protect our rigs and
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podcast website truckshowpodcast.com for the latest deals.
That's right. You're listening to another great episode of the Truck Show podcast and in this
episode we will bring you some great interviews and content from Borla and we'll start that off with
my my day heading up there and here from David Borla himself. So let's get started.
Morning everybody. I'm heading up to Oxnard California which should be about a
to our drive in LA traffic from where I am and heading to go see friend of the show David Borla
and I've got the 392 so I'm going to replace
this horrible horrible sounding stock exhaust with something a little bit more palatable.
The truth is the stock exhaust sounds pretty good but there's some limitations on it with
ground clearance and just it looks bad and it's a little bit harsher on the edge a little bit kind
of a little raspy whereas the Borla is a little bit more mellow tucked up higher tips are higher
and I'm really excited to get that on it so I'm doing the Borla 392 exhaust and it's going to be
in black and should look great on the on the Jeep so David had talked to me and we were you know
catching up and he said what are you doing on the 392 and I said I don't know yet he said well
come let me put an exhaust on and I said I would love that so I'm going to do that and
oh get a quick interview from him and we'll talk about Borla what they're up to these days.
I'm kind of curious to see how the EV mandate has affected his business and what he thinks the
outlook is going forward as a small business in the ice space you know he didn't have some
technology before with making electric vehicles have some audio feedback and sound a little bit
visceral from the driving experience so we'll cover all that stuff with him and look forward to
a pretty cool day installing the new exhaust and talking to David and driving it home with a big
smile on my face. All right so I made it all the way to Oxnard California in traffic so I didn't
get to stretch my legs too much with the stock exhaust one last time but I'm sitting here with
David Borla and you've always been a supporter of the podcast and a friend of the show and
we haven't checked in with you in a while and when I got the new Jeep we were talking like
what are you doing for exhaust and I'm like what can I do for exhaust so I'm glad that I'm here
we're able to get your exhaust on the new Jeep. Thank you for coming I always love to see you great
to have you here so it's great to be here it's been a crazy year but I know it has back in action
so we just finished putting the exhaust on the Jeep so I feel like there's a lot to talk about
but what I wanted to focus on first is we'll talk about the exhaust on the Jeep and then there's
lots of happy in the industry lots of happy in the company and bring people up to speed with
Borla and and where you guys are at and I'll just start by saying one of my motivations for putting
the exhaust on is the factory 392 sounds pretty darn good like it's it's not bad but there's a
little bit of harshness around it at certain rpm ranges the tips are incredibly low the muffler is
like a garbage can that hangs under so for clearance that's an issue and you guys have this beautiful
either an attack or an s-type I went with s-type where it reuses the factory valves I still got
the happy neighbor button and I got the blacked out version and so it just disappears under the
back of it allows you to see the axle and and just way more clearance so those are just some of my
reasons but let's talk about the system itself like what are you doing on it what's special
well I just want to reiterate again that that's sort of retaining that that functionality of the
bimodal or multimodal exhaust was sort of a non-starter like it had to we had to get that done
because frankly it's so cool and I use it all the time because there there's times where I may get
a little frisky out on the roadway and then I go to quiet mode and everybody looks around and goes
what made all that noise it couldn't have been that slow right yeah well that's that's the intent
of that and I can come home in the neighborhood or right late at night and I don't you know
don't bother anybody yeah absolutely and so aftermarket you know should be an upgrade and so
you know you don't want to lose that functionality I think for us what's really cool about it is
it gives us two different notes to play with so we're focusing on both of them it's not like
we're just like oh well we're ignore the quiet path just make it quiet or whatever and you know
focus on the loud path so that was that's a lot of fun for us to now have more than one note to
play with was the musician got the polyphonic stuff going on yeah we'll talk about the switchfire
because that's on this exhaust it's nice to know that there's not like a penalty of being one or
the other right everybody you know I did some research on reviews because I was curious I'm
like I know I want this exhaust but what is the owner saying and everybody's like it was funny
there's like this the s-type versus attack people and they're like going at it no mine's better
mine's better nobody went oh get this one because that one isn't as cool no everybody's like
entrenched in their camp like they're both awesome they're both good and the clips I've heard online
and I've heard this exhaust in person on our friend Jackson Ellis's G but my neighbor is it yeah
yeah a good friend of ours and the bore was deeper it mellows out the rough edges and it just sounds
so smooth and the hemi's kind of a bladdy has a bladdiness to it anyway that's kind of a signature
hemi sound and you don't take away from that you just make it sound way better you know you touched
on a lot of really important things just want to kind of set the table for this conversation
although we all know this but I think it's an important thing whenever you talk about sound
I usually say sound is subjective but even that's a little bit too much of a sort of blanket statement
there are parts of sound that are subjective there probably are some parts of it that aren't
right and so what we want to do is we want to eliminate all the objectionable stuff that
everybody's gonna say this sucks yeah you know or not like or whatever want to be improved upon so
once we've done that then it's a question of okay now let's address the subjective side of it
right and the subjective side of it typically kind of has two elements to it one is just
how loud it is overall and then there's also the kind of character of the sound so think of an old
school stereo but you have a volume knob right and then you have an eq the attack and s type thing
yes attack is louder but there's also a little bit of an eq difference there and it's nuanced
it's tough for us because you can drive yourself crazy with it just chasing down constantly chasing
it down and you know for us at some point we have to commit to something yeah there's another side of
it that's not really that much fun but it's a reality which is just can you make it yeah is it
manufacturable you know so sometimes um we may get to a point where we're really happy with the sound
fitment power all that and we're like you know what our production guys are gonna kill us like
this is just too hard to make yeah you know so um we're constantly fighting all of those things
and i'm really happy to hear that we landed someplace with both of them that people like
yeah people love them and i think that you can go with a louder exhaust if the sound quality is
better because i much rather have something that that is smooth and you know audibly pleasing
than something that's harsh and quieter you know i'm okay with it being louder if it sounds good
right i'm gonna enjoy it and it doesn't hit my ears the same way we're also looking for and and i'd
like to think we did this with both but it's really for you in the market to decide to some extent
you want the throttle to be your volume pedal right like when you're under real a real light
you're feathering the pedal or whatever it's like coming in the neighborhood at 1am you want yeah and
even the attack even in the loud position you're still going to be able to like it's it's not going
to give you that kind of tugboat sound yeah under a real light throttle it'll be throaty you'll hear
it's different than stock you'll definitely get that cold start and all that you know but there's
a point where you're just kind of going going down the street at you know low speed low rpm and
we could tend to call that resonance but it's even beyond that like our systems are well balanced we
want them to be well balanced so that's that's a big part of it too so boron million mile warranty
t304 stainless those are kind of hallmarks of the brand and on my exhaust we're putting it on we
take off the garbage can hanging under the back and i'm looking at the pieces come out of the box
we've got the muffler unit and i was actually surprised that the free flow open valve path and
the closed path actually had different diameters of pipes going into or around the muffler that
they weren't the same and then the other thing was i guess it would be the the crossover which
is has your switchfire technology looks like almost like a braided rope the way that the
pipes intersect and cross over each other and twist around what's the point of all of that
in what makes that the 392 exhaust special so a switchfire the the reason for it and and what
it does and and the intent is just the same thing in a sense that x pipe would do or or
h pipe which it would do call them crossover pipes and the reason you do that is to blend
the pulses from each bank essentially if you ever heard of original first gen viper you know
that's a v10 but you only hear five cylinders on each side right and it sounds weird it does
it's unique but it's weird unique again sounds subjective so it's like people like different
stuff and and those cars in later years they blended the exhaust and made it come out and
sound was better sound was better so the the way you're doing it in this sort of like braided
look of this kind of braided twisted thing is that essentially the you said h pipe and x pipe
is that doing the same thing but in a more compact package is that how it's not so much
the packaging although we do offer a hydro form version of that which i don't know if you saw it
yet but maybe on the way out i can show you the hydro form version it's not necessary on the jeep
round is fine and if rounds fine there's no reason to put that but on the latest generation
Mustang couldn't fit round pipes in there oh interesting so um so that that's a packaging
thing but really the overall design of switchfire and what we patented um you know is is about two
things one it's about stamped x pipes and merge x pipes sound different but like
it's tough to really differentiate yourself with an x pipe yeah so we challenge ourselves we're
like what can we do it's going to be different with a crossover pipe and um you know we spent years
working on this and came up with a lot of different designs and this design did two things first of all
it just sounded the best much different from a from an x pipe stamped or merged you know traditional
x pipe but it also out flowed all of them you know big time so it's it's that magic combination of
like it performs better and it sounds better so when i looked at my muffler and it's got the two
exhaust paths or different diameter is that a sound thing or what was the decision to do that and i
just thought it was novel because i've seen a lot of different 392 exhausts and a lot of them have
the same diameter and they haven't gotten creative with things like that interestingly so much of
this just comes back to the same stuff but from a different angle so we're just talking about switchfire
right and the answer was power and sound here we are again yeah you know like why did we do that
because we had a certain sound target we wanted to meet and we had a certain performance target
that we wanted to meet we never want to reduce back pressure over anything factory you know so
we're measuring what the factory is doing with at in those positions and then we have to meet or
exceed usually exceed in some cases we want to meet it because the computer on the car like
whatever but mostly it's like we want to make it we want to exceed the flow so in that case that
combination particularly on the quiet path was yes a smaller diameter is going to help you quiet
it down a little bit you know and but you can't just choke it because then you're going to then
you're going to create all kinds of back pressure so you know through frankly a lot of trial and error
it was just like you want that delta between loud and quiet yeah like i was talking about earlier
it's really easy to ignore the quiet path but in a lot of cases the quiet path is actually more
difficult i mean fast and quiet as an exhaust manufacturer is much more difficult than fast
and loud i know fast and loud is more exciting yeah and we love fast and loud by the way but sometimes
you don't want to draw as much attention to yourself attenuating sound without hindering
performance is harder yeah you know so um just got out of my mom's office right she was talking
about the old days i mean yeah it was really all about for the first 20 years of this company's
history it was all about like giant horsepower and how do you quiet it down like a large horse i mean
all the way up to n h r a yeah you know you know we're running Borla because we were the best in
the world at fast and quiet so that quiet path is fun and uh should not be ignored but that's the
answer to why the that combination is there now there's some internals in the muffler you can't see
sure so there's more to it than just the pipe diameter right well and then there's the resonators
or the smaller mufflers that are upstream they come after the switch wire before it goes into the
muffler they're heavy and the perforated tubes and kind of do a little you know little sciency
exploring in there and uh i'm like okay this is cool and i guess they're a little bit different
between the s type and the attack for the sound about what i mean but uh everything that came out
of the box you guys had it you know sent in from your manufacturing facility and you know everything's
coming out and i was like playing with it looking at it i'm like i can't wait and taking the pictures
of it under my jeep i'm like man this thing looks so cool you'll never you'll never see it right
unless i'm like up on a boulder but i know it's there uh you know box appeal matters these days
yeah wasn't as important i got my hat wasn't as important uh you know 30 years ago as it is now
sure um but we want that whole experience um we probably put a little bit more labor in there
than we need to just to have that out of the box experience yeah but it's just part of it and we
want to give give everybody that experience too now also say for anybody who's looking for a
borla exhaust go to borla.com but one thing you guys do really well is you do a lot of videos
and sound and you really explain the difference between the various models and you could spend
you know hours on the site just going through the different sound profiles different videos
different vehicles and then the technology your website's really good in in providing thank you
so much information i think it really helps somebody who's trying to decide on which flavor
they want to to get to where they want to go thank you yeah um when the internet first came out
i personally you know as a musician and sort of understanding recording techniques and all that
and as a company we kind of took this position of like we're not doing that because we put so much
into this and you got to be able to hear every nook and cranny and what you really wind up doing
is comparing you know microphones and recording techniques and all kinds of stuff that really
doesn't matter in the end but as things evolved you know a couple of things happened one technology
got better so we were able to capture more of those nooks and crannies and nuances but then also
i think the end user got a better understanding of like what to expect from a video and sort of
you know what it's really going to sound like in real life you can't recreate a lot of what you hear
especially on a on a jeep like that motor like that is a vibration you know and and when you're
sitting on a laptop your own headphones doesn't come through this not going to come through you
know but i think we've all gotten to a point now we're sort of like your average enthusiast
understands that yeah um so so that's uh kind of an interesting thing that's happened in the in
in car culture i think overall so now we're all about it and um i gotta tell you i mean
end users on youtube have awesome like yeah i'll just take out of the iphone and it's like
sounds great yeah it's it's pretty incredible what you can do with an iphone these days yeah
yeah so um so that's really fun for for exhaust companies like us to be able to do that so let's
talk about that uh big changes in the automotive industry in regulation ev mandate got repealed
obviously there's kind of two stories for borla here you're working on something for evs and then
also i'm sure there's another part of the company that's really happy that ice is going to be around
for a while and v8's coming back to ram's ram's kind of an interesting hallelujah but yeah right
and it's kind of an interesting story because you can go with the super quiet turbo straight six
but people still want an exhaust floor or you can just be rowdy and go i want v8 i want people to
know i got a v8 so uh we'll get to the ev stuff in a minute because i know you've got something
that you want to show off but let's talk about what does that mean for borla what does that mean
for the business going forward and and how have consumers responded because i think ram said
the first day that they allowed v8 orders they're like 15 000 or maybe it was yeah something like
there was some obnoxious number of people ordered a v8 the first day and they're hitting dealership
lots right now with sign of protest badge and everything did you have to develop a new exhaust
for it or did the old exhaust fit are people calling you going no i need i need to be louder i want to
exercise my uh my v8 muscle here so there's a lot to unpack here let's talk about the ram and the v8
first and then we can get to some of the other stuff um look for me personally i don't necessarily
have any data to back this up but of all the badges and brands out there that i just think of a v8
yeah it you know especially on a truck it's ran yeah you know and without casting stones and i
wasn't in any of those meetings and look we were all under everybody was confused and we'll talk about
that side of it and i mean it was a in hindsight it's now easy to look back and say well yeah you
but at the time it was like nobody knew where this was going and i gotta tell you something
don't forget stilantis was is was primarily being directed run by non-americans yeah you know so i
can totally french pushed a lot of the americans out and took away you know sort of the edge from
the enthusiast brands that made those brands who they were so i could totally see how a bunch of
non-americans in a in a conference room in a board room could convince themselves that that
hurricane motor made a lot of sense in a ram yeah that motor is bitching yeah like it is smooth
even the standard output is incredible like if you put somebody i blindly got into a rebel with
the standard output engine and i couldn't tell you which one i had it was so good but it was
no interest in buying one yeah you know it was like a very complimentary of it yeah and uh and i
get it it's fuel efficient it's quiet it builds torque like a freight train it it's comfortable
but driving that truck as good as it was i still felt like i was missing something it was almost
like too um isolated from the things that i love as a truck guy yeah like it was almost too quiet
too you know it's probably technically and maybe you could make the arguments a better engine
but it just is missing something that i love about a hemorrhage and i think that missing
something which i can't articulate um doesn't show up in a board room or in a conference room
yeah you know and so especially for for people who don't really intuitively get this market sure
so i could totally see how that happened makes a lot of sense um but then again we were all just
kind of like this you know you know especially with um the five liter f150 still out there yeah
6.2 liter which again is a great engine you know five liter coyote for its displacement is awesome
i mean i i still want a single cab yeah yeah totally five liter i mean that's what i would get
is my like toy car that would be my daily driver because it's sort of under the radar but with the
all-wheel drive transfer case you can kind of smoke anybody 700 horsepower super easy with the rush
back into exactly yeah yeah i mean just like to me that i've always loved the like a short wide
pickup truck slammed and it's totally impractical and yet that is probably like somebody said if
you had extra money laying around to just get whatever car you wanted i had this conversation
with a friend the other day he's like you know he's got a range rover and he's got a Ferrari
california and he's out of gt2 and uh wanted gt3 and you know just like he's always like mixing
matching his cars had a Ferrari uh uh what was a 430 i think is what it was and he's always like i
i sold that and i got this he's like doing the like super car hop right and we had this conversation
and i'm like he's like if you could buy anything i'm like f150 yeah he's like what i'm like i do
like the roush regular cab short coyote short and i would just terrorize everybody that's so cool
so and then look you know for to ready had you know two different versions of the eco boost yeah
you know there was a ready at six cylinder ram yeah you know so it was just tough to see where
this was going to fit and that's kind of what played out you know so it's not surprising to me
that that when they bring the they bring the five seven back that they would have that kind of you
know um or expand 392 into gladiator which is unofficially official another thing yeah one
of the worst kept secrets and i'm sure people are going to be clamoring for gladiator exhaust when
that time comes yeah as far as um it's very similar and our existing exhaust system you can get it on
the truck but there are some nuances to it and um even from a um just from a perception standpoint
it's such a landmark moment to have this come back we feel like it really deserves its own
part number and its own sort of attention so we're we're going to go the extra step and do something
a little bit different for it rather than just say well the old one fits yeah you know well
one of the things especially in the off-road space has been taking getting a lot of attention is
sort of the high tuck or high clearance exhaust and you look at a Toyota Tacoma with exhaust
literally hangs like four inches below the body on the back it's terrible and a lot of companies
make a high clearance exhaust and you guys are you know one of those companies as well but most
companies look like they're just taking a bandsaw to the end of it and it's just like there's no
branding on it there's there's no tip because it's like well it's high clearance you guys
are starting to introduce some exhausts I kind of got a peek today at this laser cut end which
is got the bore of the brand it's got some shape to it and it's a little bit of a nod back to it
to me it's like the detail that shows somebody cared right it's like we know that it probably
won't be seen by most people but the owner or anybody who goes under and appreciates exhaust
is going to know that this is our exhaust and that we went to the extra step of finishing it even
if it doesn't have a tip at least there's a finish to it that a car guy can appreciate the extra
step that you guys took I thought it was awesome I really appreciate you saying that that's the
intent the company as a whole is like this but also the guys that work and do that work down there
they are master craftsmen they're not doing this because a big part of why they do this is
because they love they really truly love it you know like a like an Italian shoemaker or you know
someone who just we all know people like this that are like look if this is coming for me like it
can't look like that your name is on it yeah I mean you you signed the paperwork yeah you know
yeah right your heart is in it yeah you know and all those things so that is who we are I can tell
you we probably take a little bit of a hit financially and we're okay with that you know we
do a lot of stuff like that that if you you know if a bean counter got in here and they were like
well shave this off shave that off shave this off we're not about any of that stuff like it's just
we want to give the best product we can and the best experience we can and we don't let anything
out the door that we feel like man I wouldn't put that on my truck yeah well and going back to the
master craftsman like I've met some of the guys in the shop I've been here before we've
been in stalls and stuff and it's really easy to go oh a muffler shop how hard is it to bend a
tube and do some welding but you guys have really genuinely have a lot of technology that goes into
what you're doing like it may look like a pipe with a can on the end but what goes into designing
the internals to our conversation before diameters lengths the sound no drone being able to warranty
something for basically the life of the vehicle like there's a lot you can't have just an average
person out there building it you have to have people who actually care about the product
absolutely and and understand the individual markets too you know building something for a
Toyota owner is is different than a Ram owner different than a Corvette owner of course you
know and really understanding the nuances of that market it's funny you bring up the Toyota trucks
because one thing we really agonized over and spent a ton of time on we were late to market
over it and all this stuff was that having for both I believe the Tacoma and the Tundra I'm pretty
sure we have up to you know dual side exits right so does everybody else what's the difference with
us everybody else is going single pipe out of the muffler and just putting a Y pipe right at the end
to get two tips you know so you kind of get that two tip look yeah you can kind of see it's a
stamped Y pipe and okay it's cool you know but we're we were like that's just not really the
best product and so if you look at our stuff it's it's two pipes coming out of the muffler
you know and so you get a full like two pipes and two tips coming out you know sounds a little
different flows better but it's just a better part it just looks better it's the truck better
that detail of somebody cared about the details and it's so tight in there it took a long time
for us to do that and there were so many times we were like we wanted to be like you know what
let's just put the Y pipe at the end of it and be done with it yeah um but we we we didn't and now
I mean we look at it and it's distinctly different from from anybody yeah and they have a marketplace
differentiator because yours looks like yours if you order the black version the whole section
coming out of the mufflers black it's not just black tips yeah on a stainless pipe and you know
raw stainless pipe so I could go on forever but thank you for acknowledging the nuances because
it's important we hear this because sometimes you'll like does anybody care yeah no they care
especially you know enthusiasts okay so two questions is there anything right now that's
super popular that may be surprised you or there anything that's kind of driving the exhaust
business you just have a ton of orders and it seems like everybody wants one and then the other
question is what's the worst sounding car or truck stock right now that you guys put your
exhaust on you go looked at each other had a moment went wow we did that wow that's a tough one
so the first one you want to stick with trucks or or you want to just talk about whatever you want
to do so either way you know what back to you know v8s and all that other stuff charger and
challenger same problem right yeah you know and then Camaro's gone right you know it was like
all there is is a Mustang and the Mustang's kind of pricey the dark horse and all that other stuff
so major industry industry shift that we saw and things swing one way and swing back the other way
I know Dodge is coming back hard with you know yeah with those cars and and thankfully they are
but a lot of that market moved over to JDM oh interesting because because the Subaru BRZs
yeah you know it's like if I'm gonna drive if I'm not if I'm not gonna have a v8 yeah I'm buying
that car yeah you know so that's been pretty interesting and then also you sort of see the
as time passes right millennials in particular are having more and more buying power now and so the
cars that they like you know they grew up watching fast and furious sure so it's not a big deal for
them to go to those cars yeah so that's been kind of interesting I got to tell you the Colorado
canyons the Rangers particularly the Colorado Canyon with the 2.7 man I think doesn't sound
very good yeah you know so I believe we made it sound a lot better there are probably some
people out there rolling their eyes who have seen the Borla video yeah because if you just
watch that video by itself and you're expecting it to sound like a you know 6.2 liter Silverado
it doesn't you know but we dramatically improved the sound of that thing
so I'm really proud of what we did it's important to remember that exhaust systems don't make sound
it's so important for the average person to understand this I get a lot of
questions literally be like if I take the exhaust off of my you know Silverado 6.2
liter and somehow make it fit on my six cylinders are going to sound like the 6.2 liter yeah the
answer is no like it's not you know we're the engine makes the sound yeah we're shaping and
working you know we got to make that engine live its best life it could be is it forced induction
what fuel is it what's the firing order I mean you look at something like a totally you know
this is always I mean maybe we've talked about this before but v6 is in general are pretty hard to
make sound good and there's a couple companies out there I would say Nissan especially like a GTR
even their vq series from the factory not loud but really good sounding like you know Nissan when
it goes by and it's pretty amazing what they do with exhaust like absolutely yeah and then you go
350 z's g35 yeah yeah yeah yeah they they sound spectacular and you know you you don't have to
even turn around no you know even with a stock motor a stock exhaust you know you know what that
100% and then you go to an eco boost which is also a dual overhead can mid three liter direct
injected v6 and it's just it sounds like a farm implement like it's not sexy at all and
even in the GT 40 it's kind of like or the 4 GT it's like okay yeah but then you have a GTR
going next to it and the GTR sounds so much better they're both turbocharged or both you look at
the specs and they're pretty similar like the construction and what they're doing and the
Nissan just sounds so much better I don't know what they've done to figure out v6's but those are
one of the one of those companies that makes a great sounding v6 and everything else kind of
sounds not great and exhaust companies are going to work with with what we got yeah you know so
that's that's the best we're going to be able to do that's the best we should do and we got a you
know eco boost Mustang here right now right we're not chasing a five liter sound you know
we do the exhaust for shelby super snakes you know we're not we're not going to chase that sound
yeah we have a really good idea of what it should sound like and it's a different customer
you know somebody who I mean even go back to the old days of Fox body Mustangs and let's say the
early 80s where you had the SVO with the 2.3 turbo you saw the five liter guys the V8
totally different customer and even today when you look at like the secondary market like bring
a trailer or like a Barrett Jackson still a different customer who is who appreciates a
SVO 2.3 liter Mustang versus an older five liter Fox body completely different and I think it's
the same with the new ones mm-hmm I was just looking at the old Taurus SHO you know the thing
about that one is I like the body style with the six cylinder more than the body style with the V8
I want to want the V8 in the older but the box I just like the Yamaha intake where they have this
yeah snakes you know yeah and they made it they were all sticks until they said oh we're gonna add
automatically punch it from three liters to 3.2 liter to kind of make up for the torque converter
you know sucking power but I remember reading car and driver back in the day we're like this is
the closest American car to a BMW 3 series and it's a front wheel drive car that should tell
you everything you need to know because car and driver did not like American cars no no and the
Taurus SHO was something special that time that especially during that time yeah you know yeah
so look for us it's it's all about keeping that personality that individuality you talk about
the fact that they're different markets yeah you know we're here to take that personalization and
and that all those nuances to to the next level so we're trying to do here you know so I've seen
a couple you know in the parking lot and sales have been off the chart but like the new Honda
Passport mm-hmm the trail sport mm-hmm they I believe they sold eight to like it was uh
eight to one or something like that versus non-trail sport like it just exploded beyond
the Honda guys imaginations in the that was really driven by the American side the Americans
you know told the company like we own off-road and UTVs and motorcycles and why don't we own it
in cars and they sort of got this side project like okay let's see what you can do with it and
they made a really credible for not having a low range of being unibody they made a very credible
vehicle in terms of off-road ability and all of a sudden the the market is responding because
Honda in that space is not unusual just a Honda V you know car or SUV in the space is
are you guys looking at some of those more explosive growth categories is there going to
be a border the exhaust available for a Honda Passport you might have missed it at the SEMA
show oh but it was it was in the Honda booth at the SEMA show okay so it's already out of the bag
because I remember I went to your booth and I'm like I didn't see you on yeah it wasn't in our
booth it was in the Honda booth in the Honda booth so and that was on that one that had all the racks
and stuff on it yeah and they also had it on the wall like they had the exhaust on the wall just
showing the exhaust by itself so uh RAV4 has been pretty good for us really you know so yeah so I mean
it's funny it's like we love making everything yeah we make cars sound cool that's what we
like to do you know it's like we don't hate on anything and and if somebody wants to get a
better sound and they're looking for something I mean let's face it there's kind of what you see
on the internet and and that stuff's getting more and more sort of like almost becoming a caricature
of itself yeah because everybody's trying to get attention with all this crazy stuff and the whole
intent of it is like you know not to show things you see every day but the reality of it is you
know give you a peek behind the curtain like the majority of stuff we sell is for people that have
lives and kids and mortgages and you know and and so so those guys can't necessarily buy a GT3
or or you know drive it every day or even if they have a GT3 and they are driving something else
it's like they're looking for something and so um being able to kind of serve that part of the
market's a lot of fun for us so I think that's a good segue talk about hey we don't hate on anything
well you went after the EV market with the mock and the lightning and I know I saw the
lightning downstairs and you got some cool stuff on that and you had shown us a couple years ago
some of the prototypes with the I guess you would call it the uh the visceral maker yeah because
their EVs as good as they are with performance and as fun as they could be to drive there's almost
no feedback we've talked about this before and I know you as a exhaust company are looking at
oh is ice on the horizon what's our next big product move gonna be where are we gonna go and
you started kind of doing r&d on these EV exhaust sound systems and that whole idea has kind of
evolved over the past few years where are you at with it now and what does the lightning out there
represent well first of all I think when we kind of looked at what was happening with EVs and EVs
coming we looked at it from this perspective one is back to what I said earlier right we just
like to make cars sound cool right and this was just another yeah I mean it still has wheels and
it still moves down the road and so we weren't afraid of it for that reason if anything it was
genuine that we really wanted to make them sound cool and really frankly wherever anything goes
this was the next part of it humans have five senses you know and until we mutate like that's
never going to change no matter how much technology moves forward right and really when you're driving
it's like you know touch and sight and sound right because maybe smell is a little bit apart
of it and taste I don't know but like primarily it's those three right it's taste when I'm driving
my face with a chili dog or something totally different thing so um so you take sound out of
that equation not only are you losing sound we talked about earlier about how there's vibration
also right so you're pulling away at least a third if not more than a third of the feedback
that you're getting while you're driving I would say more than that I mean you get into something
super isolated I think a Rivian R1T comes to mind versus a Hummer EV where GM recognized
that there was a disconnect between the input of the driver and the output of the vehicle and I
remember when I was with Motor Trend we did a cross-country Transamerica Trail trip with Rivian
and there were times were off-road especially in the mud where what was happening
at the pedal wasn't correlating what was at the tires I was doing like 20 percent throttle 30
and the tires are all spinning but I have no idea there's no tack there's no feedback and when
Hummer or GM went and developed the Hummer they gave kind of a auditory sensory noise that's kind
of this futuristic sound so that at least there's some sort of feedback because they recognize
oh to your point these senses are missing and I think that's one of the problems of EVs is they're
almost like isolation pods it's almost too quiet that I don't I get situational awareness I don't
always know what's going on like there maybe there's a warning or a screen flash but we're
also like a screen sometimes I want to put the screens away and I just want to feel the vehicle
so yeah absolutely and I understand fully that there are times you're driving where maybe that's
not the case right you go into the grocery store and maybe you miss it a little bit but it's not
like you know you're really going to get yourself in trouble because you can't hear the car right
now let's go all the way up to I don't know if you're familiar with Matt Field who we sponsor
is a drifter drift racer formula drift and he was here the other day and he was like look when I'm
you know making a run you know like I'm not staring at my instrument cluster you know I'm
listening to what's going on with the car and like sound is like really important feedback
you know off-road I'm I'm wheeling with wheels down because I want to hear what the car is doing
and honestly having an exhaust that gives me more feedback is a good thing off-road I want to hear
it I want to know what yeah so there's functionality to it too right then there's just simply like
we like hearing it we just like that feedback it's it's just a pleasant experience right and the
aftermarket is about enthusiasts who want to connect with their vehicle right and that connection
really matters you know so we kind of started there and we said sounds always going to be a thing
interestingly you know with the political landscape of what was going on at the time
when we first came out with this kind of concept and we were able to get the first prototype done
pretty quickly um turning it into a sellable product as a whole other thing but uh the original
prototype when we brought it out um it was really interesting first of all everybody had an opinion
yeah it's you know and and really we got caught up in this political thing that was going on
one guy would come up and go I hate this like and he had to tell me that's the other funny thing
too is everybody had to tell him he was so bothered you impacted him so much that he had he would wait
for me at the SEMA show to talk to you know to come up to me and just tell me how much he hated
this yeah you know which was which is kind of telling in a way also but um that guy would go
I hate this why would you do this the beauty of EVs is that they're quiet
you know and like you may as well put a trump flag on that thing you know and I'd be like
gee man come on just just having fun with the car yeah dude we're just car guys you know and
another guy come up and go I hate this here you go you're Borla what are you doing anything for an
EV for mm-hmm may as well put a biden flag on that yeah you know yeah and we were like man
everybody hates us both sides like maybe we're the one unifying thing we unified everybody
hates us you know yeah but then we found out that there were guys that own makis and at the time it
was what we didn't have the lightning yet we had the maki yeah we were getting a lot of
interest from guys who want to have fun with their makis you know we were like you know what
the guy that doesn't own a maki who cares he's not gonna pass for anyway yeah what are you gonna do
you know and it's like are we worried that like we're repositioning the entire company and though
everybody that drives a v8's gonna turn their back on us you know as long as we keep doing our thing
and we keep making great stuff for you know like we weren't that worried about just bringing more
people in over the tent so finally we got to the point where we could we could get that visceral
thing going we connected wheel speed and throttle position and load on the motor and a whole acceleration
and all kinds of other things coming off the can bus then we were able to write an algorithm that
kind of made that connection it was a very rudimentary algorithm at the time we've come a
long way since then we're constantly dialing that in because it's really to the degree that
you were just talking about that with the with the Rivian was that yeah um so so that's like a
constant thing we're always going to be dialing that in and it's way better now than it was then
so that's that's one of the differences but we also started to open our eyes a little bit to this
we were like you know there's a whole bunch of stuff you could do with this that you can't do
with a regular exhaust system we were talking about attack versus s-type right one guy likes one
one guy likes the other whatever what if you could put them both in the same in the same thing and
you could switch from one to the other you know or what if you your high high school car was a
uncorked road runner or something right you're driving a uh uh lightning right well maybe you
could put that sound in reminding you of your heyday or something does the does the mucky
have to sound like a Mustang yeah why can't the mucky sound like a Corvette yeah why can't the
mucky sound like a 6.2 Silverado if you want to yeah then we started playing around with this idea
of like changing sounds you know and um and then also being able to shut it off that was the other
thing the guy that comes up to me and he's like this is the thing you know EVs and they're quiet
and I don't want you to mess with my neighborhood and whatever and I'm like you know what you should
love this product because you can turn it off you know the guy that buys our attack on a on assist
on a vehicle that doesn't have multi modes and valves and whatever like that's things gonna you
know cold start in the morning like that thing's gonna wake you up but in this case he can shut
it off in the morning when he turns it on so you should love this for that reason so being able
to control the volume shut it off change sounds we're like let's just lean into that right like
let's just do do something cool so then we kind of move to that but we're really um I think what's
gonna be the most groundbreaking thing for us and we're very close to finally doing this and
I want to say that for those of you that have been kind of on this journey with us I fully
own the fact that it's taken us a long time to get here it's been a battle I mean we are a um
metalworking company that came out of Brooklyn you know my dad was a work for a blacksmith
you know like writing algorithms and building computers because we have to build a computer
that we you know it's called a digital signal processor but it's a it's a pcb board it's a
computer um and and pulling canvas information and I mean for a company our size it was just a
massive thing to have to do you know and every time we thought we got there we took a step back
and whatever so so I fully own the fact that this has taken a long time but we cognized it on some
point and realized that this what this product was really going to be was going to be an app
and so we built an app for this where you can change sounds via the app you can download
new sounds via the app you can control the product via the app we're going to have
like geo fencing like for instance you want to turn it down when you go home it'll just know
the end of your neighborhood knows where you are you come home turns it down you can override it
you can tweak the sounds right so whatever sounds come out of the box there are filters and effects
and other things that you can do to change them yourself say save them as presets share them with
your friends the other thing I can't be trusted with something like this because I would think of
you know it's the halloween sound package every time you hit the brakes it would be like
it's funny you say that so here's the thing about that because this came up a lot for us yeah we were
like how do we make sure this thing doesn't turn into like a novelty right or a toy right teslas
fart the fart yes right exactly yeah so we said no we're going to stick with our dna here and this
is going to be a performance product not in the sense that it makes the vehicle faster yeah but
that it adds to the performance driving experience if it doesn't add to the performance driving
experience we're going to leave that for for fart sounds whatever else you know um there may be
some customization later or whatever where people can do whatever they want I don't know how much
we're going to open that but as far as what we put our name on what we're doing what we're offering
if that doesn't have some sort of a performance angle to it we're not going to do it we're also
kind of a buttoned up company and we're very mindful of making sure this thing doesn't become a toy
with that said there's another side of sound that I haven't touched on yet I meant to say this earlier
we talked about the visceral connection we talked about the performance side of it and all that and
what that means sound is also personalization it's also character it's like a paint job
you know and so the other thing we want to be able to offer is is making the car sound like you
want it to sound like making it sound like you yeah right go to a car show you know like people
are starting cars how does it sound it's a big part of our community it's just like the cool
factor about something right oh you know we were just talking about the the Nissan motors right
just like knowing knowing that right and so back to what I was saying about the fast and furious
crowd now right like and I'm Gen X so I'm like I'm like sort of almost just missed this or I was
just on the leading edge of it depending on how you look at it right but the next generation of car
people car guys car enthusiasts you know grew up playing video games they grew up with touch screens
they grew up with cell phones they grew up with fast and furious right my father never owned and
never wanted to own a car with a touchscreen he just had no interest in in it at all it was like
get this I mean it was like you know he wanted a manual and a you know I mean I want to say
carburetors but maybe that's too that's too extreme you know four speed yeah carburetors like
you know that's and I admire that hey you like what you like but the new generation uh isn't
isn't um you know against electronics and all that other stuff so we feel like it just really
kind of fits what what the next generation of car guys and think about it I mean at the end of the
day what I'm really saying is imagine being able to have unlimited control of the sound of your
vehicle through your phone well you think about it you go back to touch screens and modern vehicles
there's so much personalization now where you can change the ambient lighting you can change
how bright something is you can change like what's the wallpaper on your screen you can change right
so why wouldn't sound be it the next program even cars have you can change the gauges and the way
they look you know I think uh on the was it the new Mustang has a fox body yeah cluster on it yeah
so like guys like us who grew up around fox bodies we go that's we get it it's funny I want to buy
that um the twin turbo 300 zx from back in the day but I don't want the one that everybody
the everybody talks about I want the one with the digital dash yeah the previous version
just because I want the digital dash that 80s digital dash you know it reminds me of a
night writer a little bit yeah really you know so um you know the thing about it is just like
understanding that this is where this can go and what this and what this can really be
and so like I said we really just leaned into that and it was kind of funny because originally
it was all about like okay we're going to bring the visceral connection back let's we went out and
we still do this we go out and we have this uh proprietary thing that we came up with to record
the sound and connect it to throttle throttle position and wheel speed and by the way we're
using modeling technology which is it's not replaying sound clips it's it's generating the sound
which is you know we could spend the rest of the day talking about what that means but we're using
modeling technology not like wave files and stuff like that and so originally we were like let's go
out and do all of our you know iconic v8 exhaust systems you know we did that and that was cool
and that was sort of like the first version of it and it was it was interesting and all that stuff
but what we've no what we noticed as time has gone on this market that i'm talking about these same
touchscreen generation whatever they want what we call spaceship sounds or futuristic sounds
i'm not so sure long term how much the v8 stuff is even going to matter on these cars they want
time fighters and yeah and jessing cars yeah so as you heard on the on the lightning right now
that we have the way it works is like we have a dashboard controller that give you four four
sounds that you can switch from but then we have a sound library with hundreds that through the app
you can configure you know so like you can park it put it in park whatever download a couple more
sounds change the four that are on there so what i have on there right now three of them are spaceship
sounds and ones of v8 those spaceship sounds just i'm a musician as he's as he's mentioned i love
synthesizers the gentleman that we have working on this program uh he moon lights as a synthesizer
repair he can repair synthesizers and you know he understands how they generate all those tones and
all those notes uh i don't want to i don't want to get too far ahead of myself but we've even
reached out to some of the iconic synthesizer companies yeah they're interested in in kind of
working with us to to use some of their iconic sounds throughout the years and that's going to
turn it into a car thing so we envision an electronic dance music djs and stuff sure working
with us and creating a sound you know a sound for them you know i heard it earlier so you
want to walk down and we can record some of the lighting yeah i thought it sounded pretty cool
but i hadn't seen in a while i tell you i just want to talk a little bit about the overall market
yeah no definitely look when EVs came out we had all grown up with one
way to power a car yeah so it's just human nature to think that this is going to be black or white
and it's internal combustion versus EV and pick a side and one's going to win you know which side
are you on yeah especially in today's day and age everything's everything is just you know
yeah and i gotta say from the beginning my gut told me and i grew up in this industry so maybe i
have a little bit of a perspective on it and i'm very fortunate to be who i am so i don't mean
this to be like oh i knew it or anything like that but from what i could see i'm like this is
neither one of them is going to win there's going to be a place for both of them it's going to be a
tapestry of technology you know the hundred percent electric thing yeah and Gavin Newsom
i'm talking to you yeah that was stupid yeah i tell you why it was stupid because it made a bunch
of people hate EVs yeah why did you do that no it worked against your own thing right and you know
we don't even have the energy on the grid to do it so it's like it wasn't even like a realistic
that set you up for disappointment but but um even not even getting into that yeah you know it was
like you you drew a line you bet against yourself yeah we and you sort of made us have to pick a
side yeah right like let this thing grow organically the cars are cool the the v8 guys that rejected
it and all that stuff they may have been a little bit more accepting of it i had a two-year uh nissan
aria lease that just ended so i had my v8 jeep and i had my EV my daily driver's the EV because it
was the perfect around town car and my daughter's school's in our tract i couldn't get the v8 warmed
up by the time i dropped her off and came home EV didn't care right right i just got in and drove
it was it was like the the most brainless appliance ever but it was quiet it was comfortable it had
all the tech i wanted and it was cheap and they're they're fast some of them are faster some things
about it that enthusiasts would have liked but when you shoved it down our throats yeah it did a
disservice to everybody and that was a gigantic mistake for the EV market everybody thought okay
we're going to put in legislation we're going to do all this is force everybody to put their hand
on the scale you know and they just created a lot of haters unnecessarily for that on the other side
you know anybody who thought well these things are just going to completely die at the end of EVs
you're never going to see them again that's not happening either that wasn't correct either yeah
you know and so what i see is some sort of like sobriety kind of coming into this whole thing now
where it's starting to make sense hydrogens on the horizon that could come by the end of my lifetime
which i hope to live a long lifetime i know would me too i'm hard to kill by the way i know i know
we've proven it um you know there may be three or four different types of ways to power a car
you know and really frankly my kids their kids whatever without all of this history
maybe a car guy a hundred years from now is going to love all four of them yeah why not
yeah you know their cars there's yeah there's things there's things to like about all of them
it's just like the diesel versus gas i like both for different reasons right the EV was my perfect
second car you know so that's what i see going on that's where we're coming from with this whole
thing uh this lightning that we own the business owns it you know but like i said to myself if
i'm going to try to serve this market i need to understand it yeah you know so i drove it as
my daily for a year my kids we went on trips with it the whole thing there's some things about it
we loved yeah it was you know and and really frankly yes i do also own a my my daily driver is a
Durango Hellcat um so having both of those and i've heard that before and it sounds awesome um
but uh i love having both yeah cool as hell yeah you know choice is good all right let's go sit in
the lightning i want to i want to hear that thing right on all right so we moved outside and we're
sitting in the lightning we were just talking about i feel like i'm in the borla rnd test kitchen
because this is still prototype it's something you've been working on but uh you've you've got
i guess the last time i remember it was mocky pieces and you've shown us the box and the speakers
and a little bit but now we're sitting in an actual truck that's got like a controller and uh i'm
excited to hear and and kind of get a sense for the direction you guys are going with this you can
see it's like the dash is half open and yeah there's wiring harness and it looks like you have like
it's an amplifier you know controller or something there's two knobs on it and so you see there are
four different these are the four different positions and here's your volume knob uh where i'm
about to play you guys um really you might argue i shouldn't because these aren't the speakers we're
going to use and it's not the amplifier we're going to use um and uh you know so this has already
come a lot further than than this is but i'm so excited to play it for you so is this coming through
the internal and there and an external speaker external okay one one of the things we realized
is that um originally we did have we did have speakers inside and uh it wasn't necessary what
we realized is that the way that you basically attach the speakers to the frame of the vehicle
controls the cabin okay we actually originally just very rigidly bolted the speakers to the frame
and that way the vibration and it was so loud in the cabin oh really we were just we had to so
so we're actually in the future considering offering different types of isolators oh interesting
so you can control how much you want in the cabin but regardless it's not necessary when we start
working with oes which they're already very interested in this we do envision maybe eventually
integrating it like with the factory stuff from the beginning that's going to be a pretty good
feeling that you ideated this and it's caught the attention of the oes in a completely different
category than the business has been and they're like hey we already work with you we know you
and you just solved the problem that we didn't know we need yeah yeah um i think it kind of qualifies
is one of those things that's probably not for everybody and probably for a pretty select group
and uh and typically the oes are kind of worried about the the 90 percent not the 10 percent whereas
like the automotive aftermarket really all of us um we kind of live with that we live in that 10
percent they're uh backing up a ram out right now so if you hear some v8 sounds that's what's going on
there all right so the uh the cool sounding prototype ram just uh moved around is all right so
oh i think he's gonna he can drive by us i saw the gate open here guys i think he's returning
the or it may they're going i'll get him while he comes by here
yeah i don't hate that
that's gonna be me driving home by the way sounds like definitely not an attack that
sounds like either touring or estates super mellow but it sounded great we talked earlier
about like well what could we do differently right and we know that um startup sound is
something that people really care about yeah kind of splash screen on the display or whatever
sure you know and then started thinking about what does the spaceship sound like or what could be
what could a spaceship startup sound like so first thing you're going to hear is the startup sound
then you'll hear it kind of settle and then i'll be able to control some of what's going on
with the throttle and then i'll toggle through some of the sounds and and you'll hear it we're
working on it it's uh it's it's a tough thing where we're pretty close so here we go let's do the start
up
so
so
i feel like i'm going into warp drive that's so cool and and when the car is moving and
elevation changes and all kinds of other things you know right now we're stationary so
can only do so much with it so here's another another spaceship sound you'll hear a change
this sounds like the security force that's protecting the other spaceship
nice yeah a little deeper a little throatier kind of different and i think i have one more spaceship
sound
and then i believe we have a v8 on here i can't remember which one it is
so
i don't know sounds like uh like a lemaw v8 or something like that that is so cool
with the rev limiter and all that it's weird sitting here like you're talking about the
vibration and the sound and like you can feel it in the seat cushions yeah yeah the way there's
with nothing in here yeah and we have the window open uh so that the microphone could pick it up more
but but i can feel all that coming through and it's like it's it almost uh it's weird that it's
digital and it's it's manufactured because i still have that same sort of adrenaline dump
awesome that you would feel viscerally from you know a vehicle revving through the rev range and
building speed but we're sitting here standing still and i still have that kind of adrenaline
feel or like kind of my heart rate responds to the the sound that's awesome and it's even more so
when the vehicle's moving um what we found is that like when you're in your own space and you
forget about do i like this do i not like this politics and all this other stuff and you have
that moment in your day where you maybe get in a canyon and you know your left work you're on your
way home to your family and it's like that sort of special moment for you during your day yeah
and you forget about all this this this becomes something meaningful and interestingly
i don't know why this is and i've seen it as a musician as well when when when people say they
notice it most is when they drive it for a while and then they shut it off or you take it away from
them and then they're like when something's missing they're like whoa yeah bring that back like i need
that back that moment is almost more powerful than the first moment you hear it and it's interesting
like in the in the studio this would happen you know i got a chance to work with some great producers
and stuff and one of the things that they would do um with like a bass track or something it wasn't
so much can i hear the bass as much as it was when i mute the bass do i just do i miss it from the
down yeah like you know so that i didn't articulate as well as i'd like but like that moment when it's
gone my daughter plays bass so i've been paying a lot more attention to bass and stuff now because
she's been learning bass and playing yeah there are a lot of records out there where they say like
you can't hear the bass you can't hear the bass you know and then it's like well yeah if you dropped
it out you'll they've even had them go back bring the multi tracks up and they're like look what
happens when i take it out and and you're like whoa the whole bottom is missing well this was a
cool experience i can't wait to see the next version or when you get into production i'll have
to come back up because i want to be able to experience it while we're driving but i'm pretty
excited to be able to experience my new s-type exhaust on the way home in the jeep i think we're
going to go rivian and a hummer and and you know one of the other things about all of this is that
it's not like an exhaust system where you have to start from scratch every time they come out with
a new one a new truck or a new version right the algorithm's going to be the same the speakers are
the same the amplifiers are the same you know so we're going to be able to scale this pretty quickly
it's going to be available for a lot of different evs but um this is a labor of love for us it's
actually kind of at this point because there's a little bit of a downturn in the in the sort of
excitement over evs it's kind of you know um you know v8s and and internal combustion cars and all
that it's still very much our focus yeah and uh i can't wait to hear how you enjoy our exhaust
although i'll say you already know it because you had one or anything well i just i can't
wait to get on the freeway and uh and just punch it to merge so you know look it's well behaved
it's gnarly and it's rowdy and all that but it's also well behaved well i will be texting you when
i get home to let you know me and my new exhaust got there and thanks for having me up thanks for
sharing all this and of course if people want to find out more then go to borla.com and uh you
guys are also on social but again if you're looking for an exhaust for your truck go to borla
because they have stock and then they have the sound videos that are really well produced
of the different versions and it's amazing how much information is on there so they make it
really easy for you to find the one that's right for you thanks so much great to see you shon thank you
wow so how about that for a day with david borla at borla performance he's been a supporter of
the show for quite a while and the company makes fantastic products again t304 stainless
awesome no drone technology great sound and a million mile warranty again you can find out
more at borla.com by the way i bet you're sitting here thinking well what does it sound like so
here are a couple of quick clips with the borla exhaust with the valves open and valves closed
and the borla startup to end the show
so
and one more
so
and
so I like to call that the happy neighbor mode.
But I like it, I think it's pretty awesome.
Well, send me your thoughts by emailing the show
at truckshowpodcastatgmail.com
or following us on social at truckshowpodcast
or at Sean P. Holman.
The Truck Show, the Truck Show, the Truck Show, whoa, whoa.
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Hope you guys enjoyed this episode.
It was a long one, but lots of great content in there,
a lot of cool stuff from Borla,
the state of the industry,
and I honestly got a lot more from the EV stuff
than I thought I would, and I gotta tell you,
I was really impressed in person how far they've come
and it's so much different from where he started,
so I think that's pretty cool.
Anyway, what do you say?
Let's do it again soon.
The Truck Show Podcast is a production of Truck Famous LLC.
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All right, so I'm driving the Jeep home.
This is quiet mode.
This is loud mode.
And here's a quick acceleration run.
Oh, back to quiet.
Oops.
That's a little loud, but it's a little loud.
Not Darren loud, but it's loud.
About this episode
A visit to Borla Performance reveals insights into aftermarket exhaust systems, particularly for the Jeep Wrangler 392. Host Holman discusses the installation of the new S-Type exhaust with David Borla, exploring the technology behind their products, such as switchfire crossover pipes and the importance of sound quality. The conversation also touches on the impact of EV mandates on the industry and Borla's innovative approach to creating sound experiences for electric vehicles. Listeners will gain a deeper appreciation for exhaust technology and the future of automotive sound.
aftermarket exhaust
Amsoil
back pressure
Borla Performance
cold start
delta
EV mandate
exhaust system
free flow exhaust
ground clearance
BMW 3 Series
Chevrolet Camaro
Chevrolet Corvette
Chevrolet Silverado
Dodge Challenger
Dodge Charger
Dodge Road Runner
Dodge Viper
Ford F-150
Ford Mustang
Ford Taurus
GMC Hummer EV
Honda Passport
Jaguar S-Type
Jeep Gladiator
Jeep Wrangler
Land Rover Range Rover
Nissan 300 ZX
Nissan GT-R
Rivian R1T
Subaru BRZ
Toyota RAV4
Toyota Tacoma
Toyota Tundra
Original notes
Join us for a road trip up to Oxnard, California to the headquarters of Borla Performance, where we check in with David Borla, get his take on the state of the industry, the latest in exhaust tech, and learn more about how to better enjoy an EV with Borla's latest product. We also install a brand new T-304 Stainless S-Type exhaust system on our Jeep Wrangler 392.
The Truck Show Podcast is produced in partnership with AMSOIL, Kershaw Knives, and OVR Mag. Don't forget to check out truckshowpodcast.com for special offers from our friends and sponsors.
AMSOIL
amsoil.com
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Kershaw.kaiusa.com
OVR Magazine
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The Truck Show Podcast
Sean P. Holman
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