In recent years, though, Prodrive has also been keen to assert its own credentials as an upmarket supplier of tuning parts or accessories, or even special-edition Prodrive variants. The company was involved in a number of modifications for the original turbo, including the development of the wonderful 240-hp RB5 special edition, but its most notable achievement was the P1. Developed to outgun the "gray import" STi Imprezas that were finding their way into Britain from Japan, the P1 boasted a coupe bodyshell fitted with a tuned 277-hp version of the familiar 2.0-liter turbo Boxer. It announced Prodrive's arrival as the manufacturer of a total vehicle concept.
This is a skill that Prodrive is about to unleash on the U.S. market. Following the acquisition of Tickford, the company believes it finally has the resources and know-how to conquer the tuning market. "We are taking a different strategy to the market than everyone else in the United States," said the comically named Roland Cherry, the director of product technology at Prodrive. "Ours is the same holistic approach we take in Europe, where we develop a package of components specifically for a single model, designed to work together with the primary aim of improving performance while enhancing the styling." Prodrive USA is based in Irvine, Calif., and to assist with the aesthetic enhancements, it's formed a partnership with the design studio, Aria.
Prodrive's credibility in the U.S. has been bolstered in the last couple of years by its association with the hugely successful Subaru Rally Team USA, so much of its initial focus will be on providing kits for the Impreza WRX. Simon Lines, the UK-based account manager for the American operation, explains that the company is working on three different tuning kits for the standard car (see box on page 135). Lines is keeping tight-lipped about prices, but we expect even the stage 3 conversion to cost no more than $2,000. Similar packs will also be made available for the STi (see test on page 132).
Accompanying these hikes in power will be kits to improve handling and aesthetics. Lines is particularly proud of Prodrive's range of forged alloy wheels. "The forged wheels are 2- to 3kg lighter than the cast equivalent," explained Lines, "and of course, this is unsprung mass." At around $475 to $575 per corner, they're far from cheap, but the engineer believes that the cost can be justified. "Nobody needs anything we sell," he said. "Everybody buys it because they want it."
Prodrive may be most famous for its links with Subaru, but the company is anxious to stress it's not a one-marque specialist. This is why the thrust of its launch at the 2002 SEMA Show was focused on the Prodrive CR-1, or Canyon Racer. Based on the Acura RSX, this aftermarket performance package includes a new aero pack, modified suspension, new brakes, an O.Z. wheel and tire package, together with racing seats and interior trim. Prodrive expects the package to go on sale in March or April and it's likely to cost $3,000 to $4,000.
The Impreza parts will be sold through selected Subaru dealers which will become official Prodrive dealers, while the kits for other manufacturers will be sold through other leading aftermarket retailers. Negotiations are in progress, but Lines refused to name names.
"The long term strategy," explained Roland Cherry, "is to provide a one-stop solution for a wide range of manufacturers' products." Tuners used to mixing and matching according to their personal preferences may initially find this restrictive, but Prodrive is confident that its wide range of accessories will be able to satiate any appetite
The sleepy English county of Warwickshire may seem an unlikely home for a hardcore tuning company, but it houses a bunch of die-hard enthusiasts who live for their jobs. There is even talk of an after-hours "skunkworks" project developing a 400-hp Impreza. It remains to be seen whether such extreme cars will ever set sail for the States, but it can't be denied that a new, talented and ultra-serious player has entered the American tuning market. When Prodrive sets a target, it rarely misses.
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