Vivid Racing
Vivid Racing is a high-performance automotive tuning company based in Gilbert, Arizona. The company is globally recognized within their field for their distribution, sales, and installation of high-performace aftermarket automobile industry parts. Vivid Racing has two sectors: parts distribution and manufacturing. The manufacturing sector, Agency Power, was started in 2004.
History
Vivid Racing was founded in 2001 by high school friends and college roommates, Dan Mermelstein and Rob Rohn . The two business majors combined their own five hundred dollars with an 1,500 dollar loan from their parents and began selling cell phone accessories, under the name "Vivid Wireless."
Starting a successful business was not on their minds; the two were much more concerned with living the typical life of college students.That changed when Mermelstein purchased a Subaru Impreza WRX and he began looking for the quickest and easiest way to get parts for it. He soon found himself following Subaru forum boards, selling parts to fellow Subaru enthusiasts across North America. Publicity flocked to his WRX and Vivid Racing began generating a interest within the tuning community.
Mermelstein decided divert focus away from Subaru and widened his scope to include other brands. Vivid Racing took on several other project vehicles, even dabbling in the high-end market with the BMW M3 and Porsche 996.
The young entrepreneurs began expanding their business and they were soon buying and selling hard-to-find parts for Mermelstein's Subaru Impreza WRX. The business quickly outgrew the dorm room and by 2009, the 30-year old entrepreneurs have created a business that generates more than 10 million dollars per year.
The Shop
Though Vivid Racing attracts 90% of its business and customers from its website, the 15,000 square foot shop is located in Gilbert, AZ and attracts many local customers. The facility boasts vehicle tuning, service, maintenance complete with 5 lifts and AWD Mustang Dyno, and racing apparel and parts to browse and purchase.
Advertising and Publicity
Mermelstein handles the marketing and advertising for the company and has focused on building the brand through name recognition at prominent events throughout the industry. .
Bullrun Rally
Vivid Racing participated in the 2007 Bull Run Rally in a $100,000 Porsche 996 Twin Turbo. Entrepreneur Magazine reported that this appearance yielded "four thousand miles of on-the-road exposure coupled with $300,000 worth of free publicity resulting in 30% more traffic on the company's website."
Gumball 3000
Vivid Racing made its Gumball 3000 debut in 2003 rally from San Francisco to in a custom built Subaru WRX, the only tuner car in the rally. Vivid Racing also participated in Gumball 3000 2004, 2006, and 2008.
Other Events
Vivid Racing has been featured on ESPN2's "Import Racer." . They have built demo cars for Pepsi/Mazda and Cusco/Subaru, and they sponsor a Group N rally car and a NASA Pro Series driver.