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New IMCA sponsor Genesis Racing
Shocks gives Modified, Late Model awards
ROSWELL, Ga. (March 29) – What began as a business opportunity for two
veterans of the high performance shock absorber industry will benefit IMCA
Modified and Late Model drivers beginning this season.
New sponsor Genesis Racing Shocks, owned by partners Mike Farr and Mike
Lutz, will give contingency awards based on 2009 regional Modified and
national Late Model point standings.
Drivers in both classes must display two Genesis decals on their race cars,
compete with four Genesis shocks and return a sign-up form to the IMCA home
office by Aug. 1 to be eligible.
The top eligible driver in each Modified region and in the national Late
Model ranks receive a $150 product certificate. The runner-up gets $250 and
the third-place finisher gets $350.
Farr and Lutz both worked for Carrera Shocks for more than 20 years before
founding the business three years ago in Roswell, Ga.
Their roster of distributors and dealers already extends to 19 states,
Canada and Australia.
“We saw a need and an opportunity and decided we should do this,”
said Farr. “We started with a clean sheet of paper and an empty building,
and business has grown by leaps and bounds. The response has been
overwhelming.”
The first Genesis shocks were designed for Late Models, with newer lines
made with the open wheeled class in mind. The company works closely with
chassis manufacturers as well as individual race teams and has a turnaround
goal of 24-48 hours for all shock repairs.
“The most important things are service and a good product sold at a price
the racer can afford,” Farr said. “These are high-end shocks sold at an
affordable price. Any racer can call and talk to Mike or myself with any
questions.”
Information about Genesis shocks is available by calling 678 659-9454 and at
the www.genesisshocks.com website.
"The new Genesis program will have a unique spin as the value of the awards
is inverted at season's end to be of greater benefit to drivers finishing
deeper in the point standings,” noted IMCA Marketing Director Kevin Yoder.
“Giving our members more choices when it comes to our sign-up programs is
important and really spreads the benefits to a wider base. We look forward
to working with Genesis and hope IMCA drivers enjoy the added association as
well."
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