The Business of Performance

There is a segment of the U.S. auto market where nary a dollar is spent on incentives to move the metal and billions of dollars stand to be made.

Even more surprising are this segment’s loyal, young, male, affluent consumers, who are willing to spend thousands of dollars on sexy wheel-tire packages, tighter suspensions and high-powered engines without batting an eye.

And auto makers, from the mass-market Big Three to the Euro-lux manufacturers, are lining up for a piece ...