New Original

 

 

Unorthodox Racing (“UR”) was founded by an enthusiast that had spent a decade wrenching American muscle cars. He worked with many products as simple as spark plugs to as complex as super/turbocharger systems. By the early 1990’s it was clear a new era was dawning with high performance being offered from smaller displacement engines. He slowly began developing what would become UR’s power pulleys. The first pulley was for his 1988 T-Bird Turbo Coupe. Some performance parts were available for it but not many and he had the itch adapt or make things he could not get. His father in law was a class A machinist, trained in Germany before he came to the US. The two designed then machined an underdrive crank pulley for the T-Birds 2.3L Turbo. The pulley performed falwlessly, the seat of the pants improvement told him he was onto something.

 

Over the next few years more pulleys were made and tested. Another was made for a 1992 Civic VX the founder bought for commuting to graduate school. The new pulley made the 1.5L feel like a whole new engine, especially when the VTEC kicked in! He had a concern dabout underdrive due to some bad experiences he had with them on the V8 engines he had used them on. Some underdrive pulleys caused charging, cooling or other accesory issues. He knew the amount of underdrive added would have to be tailored to each car. Every new pulley was put through this testing (the alternator, a/c, air pump, power steering and water pump) to assure the accessory/s functioned at factory specified levels. During underdrive testing he stumbled onto an important fact. Smaller displacement engines saw bigger performance gains from weight reduction then underdrive. This is why UR pulleys are designed for maximum weight loss.

 

Some of the engines tested had pulleys he thought might have been engine protection dampers. It confounded him because other engines he tested had solid steel crank pulleys, from early B, D & F Series Honda engines, K Series Nissans, all the VW’s, the 2.3L Ford and more. He leaned on his future brother in law, an engine durability engineer for Honda at their Anna, Ohio plant). A few trips were made to Ohio and much was discussed. One thing was clear the factory crank was used to quiet NVH (Noise Vibration & Harshness) the occupants  hear during engine operation. OEM’s were moving away from noisy components. To cast accessory drive bracketry, from stamped steel. To acoustic dampers (baffles, mufflers & resonators) from the intake to the exhaust, driveshaft/s and the crank pulley. Rubber encapsulated weights being added to the chassis and drivetrain. All to make cars super quiet for the occupant/s. He now knew he had everything needed to go to market safely.

 

UR was registered as a Sole Proprietorship in 1996. Market research showed the demand for small displacement perfromance parts was growing. A final business plan and Mission Statement were created. At the heart of this was UR’s strict policy of only making products that “DID WHAT WE SAID THEY WOULD,” “FIT LIKE WE SAID THEY WOULD,” “LOOKED LIKE PIECES OF ART” AND “WOULD LAST THE LIFETIME OF THE VEHICLE.” There would be no compromises which meant a higher retail price. It was the only trade off he was willing to make. He was sure the end user would not chance damaging their engine with a cheap part. What’s the point of saving fifty or hundred dollars if it causes thousands of dollars in damage. It was simple, it was about quality, customer satisfaction and word of mouth. This philosophy is still a cornerstone or UR 20 years later.

 

In early 1997 UR was incorporated and launched our first web-site. We introduced our pulleys to this hungry new market in May of 1997 with our first ad in Turbo magazine. UR pulleys were officially the first pulleys for the small displacement market. We were quickly accepted by enthusiasts, racers and tuners as a vendor they could trust. Enthusiasts worldwide have used UR products in everything ranging from everyday street to full out race cars. 20+ years later we are still the leader with hunderds of billions of end user driven miles using our products.

 

UR products are designed and manufactured exclusively in the U.S. using the latest 3D product development tools. Strict quality controls are followed from material selection (Using only the finest U.S. produced raw materials), to machinery and tooling.