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The Australian Automotive Aftermarket Association (AAAA) and more than 20 Australian racing component companies are returning to Florida in December for the Performance Racing Industry (PRI) Trade Show in Orlando.
The Australian Performance Racing and Tuning Council (part of the AAAA) trade mission will be putting their wares on show- with the help of US-based race driver Marcos Ambrose - in the Australian pavilion in an attempt to secure a share of the AUD$14 billion US motorsport market.
The PRI Trade Show claims to be the world's largest display of automotive racing technology - last year 1000 companies in 3000 booths attracted 40,000 visitors from 65 countries.
AAAA government and international relations senior manager Ben Bartlett says the 25 Australian companies that travelled to the US event last year returned with multi-million dollar sales orders.
"This is our fourth year at PRI, we started in 2006 with six or seven companies, we went to 15 companies in 2009 and 25 last year - we're expecting a similar number this year," he says.
Mr Bartlett says that while the strong Australian currency has made it difficult, the market was still more than viable.
"It is having an impact, but one of the advantages of focussing on the motorsport market is that the buyers are looking for well-engineered product, because we're seen in that light, paying a little more isn't going to destroy the market, it might eat into the volumes but it's still a good market," he says.
The Australian contingent - backed by Austrade and the NSW and Victorian governments - will also have an ambassador in the US, NASCAR Sprint Cup driver Marcos Ambrose.
Mr Bartlett says the Australian product was building a following in the US.
"The response from the US trade was "wow - look at the quality of this gear" - the time and money invested by the PRTC and its members are now paying dividends. Australian performance and racing products are growing in acceptance on the global market because our products are based on innovative technologies and they are manufactured to high quality standards," he says.
The association says the list of companies expected to attend the 2011 event included Davies Craig, Disc Brakes Australia, Harrop Engineering, Pedders Suspension, Penrite Oil, SuperPro Australia, Turbosmart and Whiteline.
Mr Bartlett says the Australian exhibition space is fast filling up and companies looking for a break in the US needed to get in touch with organisers.
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