This week’s Featured GrimmSpeed Retailer is one whose name you will definitely recognize if you’ve spent much time in the Mazdaspeed world. We anticipate a growing relationship with the team at Edge Autosport as we begin producing parts for the Ford Ecoboost market and had the chance to check in with JP Alonso to answer a few questions. Check out his detailed responses below!
Business Name: Edge Autosport
Location: Englewood, CO
In business since: 2009
GS: Tell us a little bit about the history of Edge Autosport. How did you get where you are today?
JP: Edge Autosport began selling parts in the Mazdaspeed 3 and 6 market with the intention of branching out into multiple platforms. We started off by diving head first into the community in order to develop close relationships with the community. It worked extremely well. People got to know us personally and we were able to show a lot of people what we were all about through our personal approach. We relentlessly focused on making the customer have a great experience not just with us, but with their car, as well. This hobby is too expensive and too complicated to make it harder than it can be at times. We don’t consider ourselves solely a retailer, although that is our focus. We are a resource and take a consultative approach whether that be information on our site, our blog, a conversation on the phone, etc. We are enthusiasts ourselves and want to be a partner to as many enthusiasts as we can with our high performance modification knowledge and expertise.
GS: In such a competitive market, what sets you apart from your competitors?
JP: We are intensely focused on the customer before all else. That doesn’t mean we have good customer service and that’s it. We provide a great shopping experience, both before and after the customer’s purchase. We take a consultative approach with our customers both personally and online. Through our content development, we help the customer understand concepts and correct modifications paths. We offer only parts that we feel comfortable putting on our own cars. Quality over quantity is especially critical with high performance cars. Every aspect of Edge Autosport follows this philosophy.
GS: What’s the most challenging part about what you do?
JP: Gaining trust and getting the message across to customers about why it’s important to choose the right parts and partners with their builds. Not all parts are the same and not all companies are the same.
GS: Why do you sell GrimmSpeed products and do you have a favorite?
JP: GrimmSpeed falls directly in line with the brands and parts we like seeing our customers putting on their cars. It’s enthusiast based and parts are not randomly copied or created. This is the exact type of parts company we love doing business with. It’s not all about what it costs. There is a huge focus on performance, quality, design, and innovation, among other things. The intercoolers are my favorite. There are a lot of different directions an intercooler can take, meaning the core quality and performance, the end tank design and structure, and the fitment. This isn’t just taking some bends and welding it together. Intercoolers are insanely important on a turbocharged application and the emphasis on these is really cool to see.
GS: Do you have any fun shop or personal projects to share?
JP: We have a 2013 Ford Focus ST that we just recently stroked to 2.3 with a mildly ported head, valvetrain upgrades, and an additional fuel system upgrade adding 4 additional injectors. It’s still a work in progress but should be well over 600whp by spring 2017.
GS: Finally, what’s one thing about your business that people might not know?
JP: We’re located in Denver, CO. Although we don’t work on customer cars, we work on our own cars in our own shop as a way of learning and educating ourselves about platforms. We also tune our own cars with the exception of our Focus ST for the time being.
GS: Thanks JP!