The folks at VP Racing Fuels offer products to power everything from a lawnmower to a Pro Mod and everything in between–basically, if it’s powered by a fossil fuel, they’ve got a product to satisfy its thirst.
Recently, the company has begun a controlled expansion into the retail arena, partnering with convenience store retailers to offer a number of advantages to the retailer. In fact, the company was noticed by Convenience Store Decisions magazine, which goes to 41,000 convenience store retailers and wholesalers across the country, as a “Chain to Watch”.
“VP’s expansion into VP-branded convenience stores/gas stations is one of the key components of a three-pronged strategy to diversify and transform VP Racing Fuels into a global consumer brand. The other two components are racing fuel and VP’s consumer products–Madditive performance chemicals, VP Small Engine Fuels, VP Motorsport and Sportsman’s Containers, VP apparel,” says VP’s Steve Scheidker.
As VP has built legions of loyal customers through their exploits in the racing world, their expansion into the retail fuel arena makes sense from a number of perspectives.
Scheidker explains, “The VP-branded convenience stores increase VP brand exposure and awareness while providing distribution for both our consumer products and race fuels in 5-gallon pails. The stores also provide a marketing platform with which we can promote and increase awareness of our racing series and track partners.
“All these components are symbiotic as racers and race fans are attracted to our convenience stores, the convenience stores build awareness for our consumer products and racing, and as convenience store customers become new race fans they start attending race events to the benefit of our track and series partners.”
He tells us the strategy is working very well so far, and the company has plans to continue moving forward into their exciting future.
Hopefully the day is coming soon where we’ll be able to buy VP on every corner!