Aluma Trailers Targets NASCAR Fans

BY JARED TURNER

In its first year as the presenting sponsor of NASCAR Outdoors, Aluma Trailers boasts an impressive product line geared for outdoors lovers of all types – especially those who happen to be NASCAR fans.

Founded in 1992 as a small, one-man operation, the Bancroft, Iowa-based company now offers more than 60 trailer models, builds an average of over 300 trailers a week and ships to all 50 U.S. states, plus Canada and Guam.

Aluma’s product line is both diverse and robust, but it more often than not attracts customers who fall into a few core categories.

“Our sweet spot is car haulers and utility trailers that can haul UTVs and other recreational vehicles,” Aluma marketing manager Dan Nessler said. “The outdoorsman or people working on acreages or farms who own off-road vehicles and use trailers every day are a vital target market, which is why we offer a wide range of models for them to choose from. Aluma trailers are ideal for those situations because they are sturdy and light weight, and aluminum doesn’t rust so they’ll stand the test of time.”

When discussions began last fall about Aluma joining forces with America’s premier auto racing series and No. 2 spectator sport beginning in 2023, members of the company’s leadership team were excited and eager to move forward.

“We think it’s a really big deal for Aluma to associate with NASCAR,” Nessler said. “We’ve never done anything like this, and when the opportunity came up, we started thinking about the possibilities. Everybody gets it in their mind that if you’re going to be in NAS- and do all the things that people love to do. So, we just think it’s a great way to get more people exposed to our great product.”

Aluma was particularly struck by the reputation that NASCAR fans have built over many decades for faithfully buying products associated with their favorite driver’s sponsors.

“The strongest part of NASCAR, in our mind, is the brand loyalty,” Nessler said.

“If you’re a NASCAR fan and you follow a certain car, you’re very in tune to what your car and your brand is, and I think NASCAR fans are very brand-loyal people. And we feel that anybody who owns an Aluma trailer is very much the same type of person. They probably don’t shop somewhere else after they’ve owned an Aluma.

“So, we thought it was just a really good alignment with the type of person that’s a NASCAR fan and the type of person that’s an Aluma trailer owner.”

Lightweight yet strong and durable, as well as non-corrosive, Aluma trailers are fashioned into shape and prepared for the market in a humble Iowa hamlet that fewer than 4,000 people call home.

“They’re made in the USA – built right in small-town Iowa – and we’re proud of that,” Nessler said. “And I think that speaks to the NASCAR demographic, too.”

Though widely noted for their reliability, all of Aluma’s trailers come with a fiveyear, all-inclusive warranty that is a leading warranty for the trailer industry.

“I think that’s important,” Nessler said. “And we try to listen to our customers when they think there’s something we can do to make things better. We try to implement that from an engineering standpoint, whether that’s with more tiedowns or something different with the rails, something different with the fenders. Whatever that is, we’re trying to make sure that people want to own an Aluma.”

And that’s particularly true of NASCAR fans in search of a reliable trailer.

“At the end of the day, if you’ve got a work-related need for a trailer – and probably even more importantly, a recreational need for a trailer – whether that’s a motorcycle, a snowmobile, a raft, an ATV, a UTV, a classic car and all of those fun things, Aluma is the place to look,” Nessler said. “We feel strongly about our brand. We feel strongly about the loyalty of our customers once they own our brand, and all of those