Every March, staff from the vast network of dealers in the UK, Europe and beyond that represent US hardware and software giant, APR, congregate at the company’s impressive Alabama-based HQ to see what’s new for the year ahead.

With talks, announcements, awards and even track days taking place over the week-long event, the Dealer Conference serves as a fantastic way for representatives to learn more about this range-leading VAG-focused firm and soak up its huge, cutting-edge premises for themselves.

GO APR

You probably need little introduction to APR, but for those who need a reminder, here’s a brief overview.

Sitting at the bleeding edge of the VW and Audi tuning scene for several decades, APR’s goal from day one was to develop ground-up performance software solutions with matching hardware upgrades such as intakes, exhausts, intercoolers and even turbocharger systems following swiftly behind, too.

From here, APR soon revolutionised a game-changing, OBDII port-based flash upgrade for cars that could be delivered anywhere in the world through the internet via a programme that’s become known as DPP (Direct Port Programming). Now, any APR-approved dealer in the world can quickly and easily distribute this quality software, effectively turning the company into something of a world-leader overnight.

Now operating from a purpose-built, 80,000-square foot facility in Opelika, Alabama, APR’s headquarters not only houses a comprehensive calibration nerve centre, but also all of the facilities necessary to develop premium hardware – from the idea-conception stage all the way through to manufacturing.

To top it off, the company has enjoyed a rich history in motorsport over the years; something which can be seen from the fleet of race cars normally tucked away in its R&D units.

DINAN COMES TO ECOTUNE

In 2018, APR officially announced it had taken Californian-based BMW tuning firm, Dinan Engineering, under its wing. Utilising APR’s wealth of resourses to continue to develop the company, it now offers similar levels of quality expected from APR products, but this time for BMW and modern MINI-owning audiences.

Here at Ecotune we’re delighted to reveal that Dinan’s full range of hardware and software solutions will be readily available at our Glasgow-based HQ or through our online shop anywhere in the UK. Stay tuned for more announcements!

HITTING THE TRACK

After some business-based talks, the next leg of the Dealer Conference was to head to the nearby Atlanta Motor Speedway where APR and Dinan both had some formidable toys ready to take out on track with eager dealer representatives in the passenger seats.

From the TCR-ready Audi RS3 LMS through to Dinan’s explosive BMW 340i development road car, the day not only provided a great opportunity for development and testing, but also proved to be a whole lot of fun at the same time.

Click here to see Stan's white-knuckle passenger ride in the 340i...

WRAPPING UP

APR dealers are used to speaking to their US counterparts on phone or email on an almost-daily basis. But there’s no replacement to going and seeing the friendly team in person and discussing cars over some ribs and a beer.

Congratulations to everyone at APR UK for receiving a special award at the 2019 Dealer Conference.

- APR hardware and software is readily available from Ecotune now. Click here to learn more.

- For more updates on when Dinan products are arriving on British shores, make sure you’re following Ecotune’s Facebook and Instagram pages.