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The Truth About Raceland Suspension

Fitment Industries Author | | March 29th, 2018 |

  • - Oh, hey there, YouTube.
    You like this fresh fade? Don't worry, I'm not getting rid of the facial hair, though. But, instead, we're gonna talk about something else that's controversial in the YouTube section: Raceland USA, baby, let's go!
    You know, when we first started Wheel History, we decided to go with XXR because everybody knew who they were. So, why not do the same thing with our Suspension History? Raceland: Everybody knows them, everybody has ran them, or claimed they haven't ran them. They either hate them or love them, but when they do love them, they just never tell anybody that they do and we're here to talk about it because why the fuck not? Raceland USA is actually based out of Bluffdale, Utah, which was named after for their bluffs and their dales. Raceland is an interesting company. They make every conceivable part you could possibly imagine. Weird, right? Raceland. They make coilovers, they have headers, they have bolts and lug nuts, they have wheels on their website. They even have air suspension that they're introducing. These guys are all over the place with their products, but you kinda have ta know a little bit about their history to understand why they do what they do at a price point that's just non... It just doesn't fucking make sense. And in case you've been living under a rock, Raceland is known for their suspension components, most notably how insanely cheap their suspension components are. Raceland is one of those companies that is just surrounded by controversy for the sole fact of their price. But we're not gonna jump into that just yet. Let's jump into who they are and what they do.

    So, Raceland designs, tests, and installs all their products here in the United States but it's unlikely that they actually manufacture these parts in the United States. A lot of customer reviews have stated that their products have come from overseas, most notably China. Now, that's not the worst thing in the world. Remember, a lot of cast wheels come from China, a lot of other things come from China, probably the meat that you get at McDonald's comes from a-- Wait, no, that doesn't work. Anyway, a lot of things come from China so if you're already in the comments section about to talk shit about Raceland coming from China and you're on West Lakes and Sportmax, just, just shh, just mm-mm, just don't do it. You're not gonna get a lot of companies that are selling suspension for under $1000 to come from countries like Germany or the UK or the United States of America just because the profitability isn't there. You're gonna have to get over it, you're gonna have to get okay with making things from China if you're looking for something with budget in mind. But Raceland does go an extra step. They re-powder coat a lot of their products, they add epoxy powder coating to their springs to last longer, they CNC machine a lot of their materials for their spindles and things like that so Raceland does do a good job at trying to go one extra step instead of giving you the bare minimum. So, are Raceland's rebranded? No, they're not. Are they from a private suspension company? Probably, but that's not a bad thing. What you gives have to remember about Raceland is that they exist to serve a consumer market of entry-level suspension components and they do that really quite well. They have really taken over the market within the past 10 years in terms of just being a decent product that you can get for almost any application vehicle.

    They're not really meant to be the end all but they do a good job at making affordable products for any automotive enthusiast. I know there's been a ton of times where I've seen Miatas and S2000s and Evos and STIs that run Raceland as one of the first modifications that they get because it's just a budget-affordable product that you can get. It's not one that you're gonna want to compare to something like a ST, KW, AccuAir, Air Lift, companies like that because that's just not something that you wanna do. You don't compare a Mercedes to a Kia. Sorry, Stinger, still not convinced that it's a good car. And Raceland is an international company. They've made products for all across the world. So while they haven't been established for as long as a lotta companies that they're in competition with have, they have really taken over the market in terms of what you would see in your standard-built car. So, let's get the biggest thing out of the way: price. How the fuck do they do it? I don't even understand how a company can supply a product so insanely cheap. So I went in there on Raceland.com to figure out why and how they can even possibly imagine to sell these products for so cheap and I came out with a couple answers. So, take a seat, grab a bag of popcorn, and let's just delve right into it. Raceland isn't a dealer-style business. So in wheels and tires and suspension and things like that, companies or manufacturers host dealers. Those dealers then take the products and market them out to the wonderful world, or international if they choose to, and that's how they sell it. So, the manufacturer sells them to the dealer, then the dealer raises pricing and then they sell it to the customer, that's you guys, for an increased price point. Well, Raceland doesn't do that. In fact, they have absolutely no dealers. So, everything that you're buying from Raceland is directly from Raceland; it's manufacturer to customer. So, what that does is that cuts out the middle-man. Now, this is where it gets a little finicky because Raceland states that markup for dealers is about the same price as it costs the company to make it. So, if the suspension is $200, that the dealer's gonna mark that up another $200 and they're gonna sell that same coilover for $400, where they're just selling it for $200. I have never seen a markup in my professional career that is that insane but it is a good reference point to explain why they chose not to go with dealers. At the same time, though, it's probably not that extreme. A lotta times, dealers raise pricing anywhere from 10% to 15% on suspension and with wheels and things like that, all of that stuff is at MAP, which is Minimally Advertised Price, and so I don't believe that it's $200 but it's a good play based on Raceland because it allows them to undercut their own potential competition and people have to go directly to Raceland. So, it works out great for everybody except for anyone that wants to be a dealer. And on top of that, Raceland claims that they're better supported and what that means is that their customer service is just better. You have less turn-around time, you have less problems with waiting with dealers to get information from manufacturers in terms of specs or spindle lengths and all that sort of crap and what that ultimately allows them to do is just give better service and that's something that Raceland does an absolutely incredible job, considering who they're selling to and the price point that they're at. You really wouldn't be able to match this. They do next-day shipping on a lot of their suspension components, if not two-day. A lot of customers on forums have raved about how incredible and Speedy Gonzales-style their service on shipping has been and top of that, people respond relatively quickly to Raceland. A lot of people that have concerns, they get answered pretty quick.

    So, there's a lot of companies that could probably take a cue or two
    (coughs) multi-piece wheel companies that could probably learn a couple things about responding quickly. On top of that, Raceland touts that they only have a 2% return rate on all of their products. Now, we're not able to compare that to another brand because they just didn't want to tell us but to have a 2% return rate on a lot of products that are essentially entry-level suspension components, I'd say is pretty damn good. At the end of the day, Raceland is a quick, responsive, entry-level suspension company that just does a good job at doing what they say they're gonna do. Raceland's image has always been surrounded by suspicion and drama. Where are the kits made? Where are the springs made? Are they rebranded? Do they have issues with reliability or quality? Do they have issues with image or if they're made cheaply? And, unfortunately, that's just the world that we live in. You're gonna have people that are skeptical about a brand that sells at a price that they do. It's the same reason that XXR has such high controversy in the market today. At the end of the day though, a ton of people rock XXRs. It's the same thing with Raceland.

    A ton of people rock them and, on top of that, when I went out on the forums, they really weren't that bad. A lot of people had a great time using their suspension components brought to you by Raceland. They enjoyed it, they thought it was a little bit more bumpy but it lasted them a long time. They compared it a little bit better than V-MAXX but not as great as anything like BILSTEIN or ST. So, they fit the market and, judging by the people that actually use Raceland products, it does a good job and you can't be mad at a company that does exactly what they say they're gonna do. That they're gonna provide a quality product that's gonna be entry-level, that's gonna work great, that's gonna be constantly improving with great customer service and speed. It's like, "What more could you possibly want?" Raceland does a great job. If you want something more expensive like KW, ST, Air Lift, or AccuAir, or something like that, hey, be sure to hit up fitmentindustries.com because we sell those. So, if you guys haven't been to our website at www.fitmentindustries.com, you can check up over 30 thousand wheels and tires. We also have Air Lift, we have ST, we have KW, we have Eibach, we have a couple different suspension brands We have new apparel, which I'm not wearing because I forgot to wash my clothes. Rebecca, bro. Wait... G