Fueling Margin: The Advantage of Offering Race Fuels at Gas Stations

NASCAR®’s official fuel provider, Sunoco, shares insights on how gas stations that incorporate race fuels can gain a competitive edge. 

With a range of high-performance cars and other specialty vehicles turning to race fuels, the product is no longer reserved for the race track. Alongside providing the Official Fuel of NASCAR®, Sunoco is the largest independent fuel distributor in the US and sees firsthand how gas stations benefit from selling its race fuels. This analysis shares unique insights into the industry, including the role of race fuels and how gas stations can broaden their fuel offering to gain a competitive advantage.

 

The Role of Race Fuels

Race cars aren’t the only vehicles that can run on race fuel. Race fuel can offer better performance, more consistent combustion characteristics, and enhanced engine durability for vehicles that require specialty fuel.

Vehicles that can power up on race fuels may include:

• High-performance cars (e.g., certain models of Porsches, Corvettes, BMWs)
• Muscle cars
• High-compression cars
• Sports cars
• Street rods
• Motorcycles
• ATVs/UTVs
• Collector’s cars

While still a niche product compared to other fuel types, race fuels can attract a significant group of consumers for businesses to capitalize on when these markets are combined. Some of the vehicle types outlined above are expected to experience further growth, with the high-performance car market forecasted to enjoy a compound annual growth rate of 7.79% between 2023 and 2028.

 

Benefits of Offering Race Fuels

Given the benefits race fuels can offer end-customers, gas stations selling these products can put themselves in an advantageous position. Some of these gains lie beyond the direct advantage of potentially increasing revenue.

 

Increase Foot Traffic

The market for race fuels is relatively sizable and with the right marketing efforts, word can spread about a gas station offering race fuels, encouraging more foot traffic and creating additional sales.

The product has the potential to establish new buying patterns as regular customers become exposed to the idea of using race fuels for the first time.

 

Attract Loyal, High-End Customers

Race fuel is the ultimate premium fuel. Even among customers who don’t want to purchase it, seeing race fuel among fuel offerings can send a message about a gas station’s commitment to high-quality fuel and proximity to major players in the automotive world (such as NASCAR®).

By curating a high-quality image, gas stations can attract more high-end customers.
 

How to Incorporate Race Fuels

One factor holding some gas stations back from incorporating race fuels is the logistics behind the transition. However, Sunoco strives to provide a smooth experience to its partners.

As a 100-year-old American brand, Sunoco understands the best ways to help gas stations adapt and incorporate its products. 

 

Logistics Made Easy

Sunoco allows its partners to easily cross-sell its race fuels at any convenience store through its race fuels cage program. 

Even dealers that aren’t Sunoco-branded benefit from the partnership; some race fuel locations that partner with Sunoco sell the product under other brands. 

Sunoco Race Fuels can be marketed under CAM 2, TRICK, or Turbo Blue brands at non-Sunoco-branded stations. For further flexibility, specialty blends and private labeling are available under certain conditions. 

 

Customer-Centric Approach 

Sunoco’s customer-centric approach eases the process of incorporating race fuels for the first time.

Marketing helps the right customers learn about race fuel provision. Sunoco offers targeted advertising and marketing support, including motorsports programs and iconic brand imaging, to help spread brand awareness to people.

For example, Sunoco’s comprehensive cage program demands minimal time and space investment yet delivers strong margins. It allows vendors to meet the growing demand for high-performance fuels used in various vehicles, such as race cars and performance sports vehicles. This strategy can help boost a vendor's image, increase sales and attract loyal, high-end customers. 

 

A Race to Success

Offering race fuels at your gas stations can help you attract more customers, increase sales, and bring in impressive profit margins. Partnering with Sunoco makes it easier than ever to incorporate race fuels successfully, thanks to a customer-centric and flexible approach.