A Rose By Any Other Name...

Arizona TPI was started in 1989 when Tuned Port Injection was the hottest thing going in performance cars. These systems came in the Chevy Corvettes and the higher performance Camaros and they were state of the art during the late 80's and early 90's.  In 1989, one of the main things that Arizona TPI did was install TPI systems in vehicles as well as modify existing TPI systems for better performance.  Arizona TPI was a very appropriate name and conveyed exactly what the business did, at the time.

Jump forward to 2010, and we find that Arizona TPI still sells parts for and works on TPI fuel injection systems but it's a small part of our business today.  We now primarily work on the newer LS engines and the late model Chevy truck engines.  We modify these newer engines for performance, retrofit them into older vehicles and sell performance parts for them.

Since we do so much work with the newer engines, you'd think that the word would be out about that, but I talk to people every week who ask me whether we work on anything other than TPI engines.  It makes me wonder how many potential customers with newer cars may be passing us by because, from our name, they assume we only work on TPI engines.

So, we're thinking about changing our name.  It's tricky, because we want to make sure that the customers we've had for the last twenty-one years can still find us when they want to but we also don't want new people that hear about us to think that we primarily deal with older technology.  When we choose a new name, should we  do the same thing that was done in 1989 and incorporate LS1, or something of that nature, into the name to get the point across?  And, if we do, will we be changing our name again when new technology comes out?

Possibly a better option is to come up with a name that is, hopefully, memorable but doesn't necessarily convey the use of any specific technology.   A name that generally implies that we work with the most recent technology would be ideal.  If you have ideas for us, let us know!

Changing our name, of course, won't change what we do, how we do business or how we treat our customers.  We'll still try to do the very best we can for each customer, every time and a new name won't change that.  As Shakespeare put it a long time ago: "that which we call a rose, by any other name would smell as sweet."