Performance Auto and Sound magazine (http://www.pasmag.com/) sits down with Vivid Racing for a Q&A sesssion about Vivid, the car life, and the industry. Check out the article online HERE, Download PDF Article Here, or read below.
Most people in the tuning scene are familiar with Dan Mermelstein, Rob Rohn (his business partner) and their Vivid Racing (VR) brand, as they've put together a number of cutting-edge vehicles. Actually, PAS Magazine was one of the first to spotlight Vivid's work, with a feature on their ground-breaking 2002 Subaru WRX back in May / June 2003. But since then, Mermelstein and Rohn have grown VR from under-the-radar to the quintessential hotbed of activity.
As one of the first shops on the Phoenix scene to provide rare brands like Ganador, Monster and ZeroSports, Vivid Racing has evolved to become not only a source for thousands of products, but an actual brand that appeals to hardcore enthusiasts.
Back when they were students at Arizona State University, Mermelstein and Rohn didn't have aspirations of running their own aftermarket company. Actually, the two weren't even into the car scene, spending most of their time living the normal student life. All that changed when Mermelstein purchased his WRX and began looking for the quickest and easiest way to get parts for it. He soon found himself all over the Subaru forum boards, selling parts to fellow Subie enthusiasts across North America. Magazines flocked to his WRX and Vivid Racing began generating a buzz amongst the tuning community.
Rather than specializing in the Subaru tuner market, Mermelstein quickly expanded the Vivid Racing operation to include other brands as well. Vivid Racing took on several other project vehicles, even dipping into the high-end market with the BMW M3 and Porsche 996. Mermelstein began pushing different aspects of the company including the website (www.vividracing.com) to promote tuner culture and community. Last year, Vivid Racing partnered with Pepsi to build two Mazda RX-8s (one tour vehicle and one to be given away). This year, Mermelstein plans to concentrate on the drifting scene as his recently-completed Nissan 240SX is sure to make some noise.
But the question remains, how did two kids who knew so little about the automotive industry build such a successful business? Read on as we chill out and kick back for a few words with our good friend Dan Mermelstein of Vivid Racing in his brand new facility. Plus, we'll spotlight two of Vivid Racing's latest creations: a Nissan 240SX drift car and the Pepsi Mazda RX-8 tour vehicle.
PAS: How long have you been interested in aftermarket tuning?
DM: I have always been interested in beautiful cars and taking them to the next level. I think I started to really enjoy the enthusiast side of it after the first car we built went so well.
PAS: What made you want to start your own business?
DM: I was 19 running a company called Vivid Wireless selling cell phones out of my dorm room at Arizona State University. Once I got the Subaru WRX and nobody had any parts for it, it was simple. See ya wireless, hello racing!
PAS: How long has Vivid Racing been around?
DM: Vivid Racing has been breaking rules and making statements since 2001.
PAS: Why did you choose the name ‘Vivid'?
DM: Vivid was spun from our wireless company. When we were first choosing names, it was "clear." So Vivid Racing sounded even better. At that time I did not even know about the porn company. But believe me we get it all the time now.
PAS: What demo vehicles has Vivid Racing built?
DM: Man, we have built it all. Subaru WRXs, EVO VIIIs, RX-8s, 240SXs, M3, 996, and plenty of customer projects that felt like my own. The most difficult was our 240SX race car. This was a true ground-up build. A lot of learning!
PAS: What vehicle have you been just dying to build, but haven't had a chance yet?
DM: I would love to build a Skyline or Supra. I know it sounds cheesy but those cars are so burly. It's not that we can't do it, but it wouldn't benefit us as a company to build one right now.
PAS: What makes Vivid Racing different from any other shop?
DM: Vivid Racing focuses on several aspects of the industry. We have the brand, the shop, and the knowledge to surpass our competition. We focus on partnerships, exposure, business growth, and vehicles. We don't just sell parts; it's a lifestyle.
PAS: Describe the ideas that drive Vivid culture.
DM: I relate the Vivid culture to most action sport companies; building a brand that people want to be seen with. Our cars are our pro skaters. People see the cars, and want to work with that brand. It's a philosophy that drives in business. I keep the image young and strong, but run a professional and tight organization.
PAS: Some argue that the sport compact industry has transformed from a hobby to an all-encompassing lifestyle. Do you agree? Please comment.
DM: It is now a lifestyle. And companies like us have cross marketed with companies outside to prove this. In a sense, the hobby side was more low-key. But the industry has exploded. Drifting, sponsors, people wanting to be seen. It is much more like its own Hollywood. Everyone is a tuner, but only a couple are A-listers.
PAS: Where do you think the scene will go moving forward?
DM: I think the industry will go mainstream. More X-Game-ish. More bad TV, and more small companies will get weeded out of the fad and the strong, established ones will survive. Manufacturers are enforcing pricing, copyright info, and making the industry a business instead of a garage band.
PAS: What are you plans for Vivid Racing in the near future?
DM: Keep moving forward. We have corporate projects lined up, new project cars, TV, more and more magazines. We just like to have fun and grow. We enjoy seeing business progression. But if I told you everything, it would be no fun!
