If there’s one thing Cory Rider has come to understand in drag racing, it’s that the more successful and respective companies understand the importance of giving back to their customers.
Rider, the Head of Automotive Performance Sales for Goodridge, a leading provider of fluid transfer systems, confirmed the brand is re-engaging and investing back into drag racing. They are also investing back into their customers by joining the NHRA’s contingency program.
As Rider sees it, bringing Goodridge back into the NHRA’s contingency is not a gamble but a wise investment. Investing in the drag racer, Rider feels, is as good as it gets.
“Goodridge has built a prominent name in motorsports history,” Rider said. ‘We’ve been around 53 years. We’re refocusing ourselves back into motorsports, where our grassroots, heart, and soul are at, and bringing NHRA alongside us in 2025.
“We announced this on Thursday, and our brand will be on the Manufacturer’s Midway at every national event and product on support to take care of the racers.”
Rider’s passion for the drag racers and the products he represents is easy to notice as he can often be found encompassing the NHRA’s vast pit areas.
“We want to give back,” Rider said. “To be part of that. We’re going to give you some money back if you’re up on the podium for using our products. More importantly, it shows that our heart and soul is with the racers. We’re out there. We’re making the financial commitment to be at every single race, to support the racers, and to support them with the product at the time of need when they do need the stuff.”
So beyond a racer being able to cash in on a product with a win, Rider said the best reason to use Goodridge’s product line is the history of the company and its willingness to produce a high-quality product.
“In 53 years of doing this stuff, we’ve learned a lot along the way in testing and product, our devotion to the engineering side of things and some of the new products that we’ll be launching in January, which we’re very excited to showcase soon, is just going to raise the level and bar of what we do now.”
Who could benefit from Goodridge’s expertise? Rider said that everyone from Super Stock to Top Fuel can confidently push the envelope with their product line.
“That’s what we’re focused on, and what we’re going to drop is some new products that will be competitive in the marketplace and perform as they stat,” Rider said. “We are committed to our products, whether it’s the proven models or any of the new ones coming in January.”
