Story: Clifton Hernandez Shots: Mark A. James
The past year has meant something different for all of us – but most have this in common – we spent a lot of time indoors. Not being out and about affected much of our economy, especially tourism, retail, and restaurants. The automotive aftermarket, however, brick and mortar shops and online stores alike – seemed to make it out just fine.
The melting pot that is the Southern tip of the panhandle has transformed many shops into more than a place to burn through a couple of thousand dollars worth of disposable income. Often centered around specific culture, it’s not (or wasn’t) uncommon for shops to host domino nights, BBQs, or spirited debates on the regular.
For people like Tony Folks, the proprietor of Island Boy Tuning, based out of the Town of Davie – having to contend with social distancing hasn’t just fundamentally changed the way they conduct business but how they relate with their customers. Over the years, many of them, have earned the designation of friend, and in some cases, become family.
SRI – What are some of the pros if any and cons of COVID that has brought your shop?
Tony – Pros… I don’t think there are any. Cons… business got slow. Obviously, social distancing created a financial deficit for pretty much every business owner in the automotive industry. [But] we pretty much stayed open – rent was still getting paid. Could go to Japan to, for lack of a better word, re-up on engines and whatnot. If there were any Pros – I would think it would be the incredible and ridiculous price hike of the 2JZs and the 1JZs. I remember when they were $1900-$2000 four years ago. And uhm… a 1JZ is going for $5000. It doesn’t make sense – but I can’t be the guy saying that because, technically, if one is smart, you’d capitalize on that, keep the crowd happy, stay open for business, and find easier ways of doing it.
SRI – Would you say that price hikes in engines and JDM parts weed out the serious customers from the window shoppers?
Tony – I would most definitely say so. I bring back a lot of front clips from Japan. I get them for $2500-
$3000 four years ago – [after shipping them here] I would sell them for $3600 or $4000 even six months ago, because no one was going crazy. I just installed a front clip for a customer including all the wiring, electronics, front mount intercooler, etc. – I walked away with like $14,000 without beating up the customer.
He told me exactly what he wanted (a particular downpipe, intercooler, etc.) – and all that came from one $3000 purchase. So, yes. The people that are coming now are more aggressive and insistent on what they want – while the tire kickers have basically stepped back. They aren’t coming here trying to finesse [me]. They’re calling here saying “I got a blown ‘GT-E and want another one”. The pace may have slowed down, but my reputation for being “fast” while maintaining quality has kept me afloat. The people that are coming are much more high-end. They are interested in what they want opposed to; “how much is this?” or “how much is that?” – which is a signifier to where the conversation was going.
SRI – Having a physical storefront is obviously an advantage to you – having people come in and out or just hang around does translate into getting more business. Now having COVID protocols curtail that revolving door – would you say that you missing money and losing the more social aspect of IBT, or has it evened out with these higher-end customers?
Tony – In my honest opinion – I’d say financially a slight drop. But to make up for the lack of social interaction – as you can see on my social media – we just started making videos. Every new Popcaan, we gave props to DMX – while we’re putting these motors in, changing a rear main seal – we made sure people can see the cleanliness of the shop and that the work is still getting done! So, the entertainment is now coming from us going to our followers via social media – so while they can’t come hang out, they can still come by and get some work done. I’d say without the normal hanging out, because of our online efforts we only dropped about 10%.
SRI – Other than stocking up on motors, is there anything you wish that you would have done before lockdown?
Tony – I would have listed more stuff on eBay. I have a store and people were buying there. I would have also stocked up on my t-shirts and stickers with my supplier. I’m not able to get a lot of that done right now and I still have a healthy demand for it. A lot of my customers want to rep the shop. I typically give that stuff out for free, especially to those who do a lot of work with us. For instance, the guy I sold my Supra to – I gave him a work shirt and had his name embroidered on it. But, other than that, yes I would have spent an extra $100-$200k of my own money buying up all the 2Js in Japan! However, because I have Global Entry, and I got fully vaccinated – I was able to sneak out and go to Japan [thanks us in Japanese]. I’ve got quite a few JZs on the way – and the prices are now ridiculous. Sometimes $15-$20k…
SRI – For your business, what do you miss most that you were able to do on a whim?
Tony – Being able to hop on a plane and go to Australia, Thailand, or Japan and interact with the people I usually do business with. I just miss the more social part of it. The business is still intact. But not being able to talk be with people is a demon we as businesspeople have to battle. However, not that long ago I was able to host a meet at the shop! It turned out to be pretty… ridiculous. We didn’t even know that many people were still alive! But they were here.
SRI – With the lockdown winding down, do you think there is going to be an over-correction in engine pricing and event attendance?
Tony – I think so, in all honesty, [speaking on event attendance] yes. Car people are kids at heart. We love the smell of rubber burning, methanol and E-85 and, I don’t know – pump gas! We want to get out. We’ve all been couped up in the house and not able to get out – people crave what they can’t have. They are going to get out-and-go meets and the track, and personally, I plan to capitalize on that. When my [shipping] container drops – I’m going to do something different. I’m going to start up a few JZs on the floor during meets to show people they work and throw steaks and lobster tails on the grille – because I still got my connects – and we’re just going to do what makes sense. More people are getting vaccinated – so it’ll be safer all around.
BONUS ROUND
SRI – Being a staunch JZ-guy – what is your opinion about the new Toyota Supra..?
Tony – [politically correct response] I’m waiting to actually drive the vehicle. As any real automobile enthusiast, we here at IBT respect all projects – the box Chevy’s with the big rims with $6000 candy paint jobs, the 5.0 Foxbody Mustangs… I look at it like – I’m an MKIV guy. After selling my own and building a lot more for others – after doing so much work on them, especially recently – I can say I appreciate it more now, than it first came out.
[real response] I hated it.
SRI – So, your first impression of the car was…
Tony – I died a little. [Jokes aside] The tools you need to work on a Japanese car – I already own. Having someone bring me one of these cars – now I have to go out, and spend $5000 on tools just to take the motor out, put it back together, do a head job, etc. From a tuning standpoint, I gained some hope when I saw other enthusiasts going in and playing with the engine – but I’d get a little blasphemous with it if I got one. Probably install a non-VVTI motor and stroke it to 3.2 or 3.4Ls, use some Honda bearings – go old-school. Put down like 1200-1500HP, but it wouldn’t make everyone happy because I’d be going back in time, as opposed to going with what is currently in the car.
It’s a good-looking car! For aerodynamics, I give it a thumbs up. But I haven’t looked at it with the same admiration that I have with the MKIV and other models. Nostalgia plays a part and since the days of Fast and the Furious, the car has just taken off in popularity, R&D, etc. At the same time – I don’t want a kid to think that if they bring me their BMW-powered MKV to work on, I’d turn them away. I wouldn’t. [logo]
Island Boy Tuning is located in Davie, Florida. Contact Tony at [phone number, email] for all your importing, Toyota, and Honda needs!