EMPI at 70: The VW and Porsche Air-Cooled Performance Legacy
May FastBrake
Inside 70 Years of EMPI
A legacy brand still moving air-cooled cars forward
Seventy years is a long time to stay relevant in the classic car world. Trends come and go, companies rise and fall, but a few names become part of the culture itself. For enthusiasts of air-cooled Volkswagens, early Porsches, dune buggies, and drag cars, EMPI is one of those enduring names.
Founded by Joe Vittone in Riverside, California in 1956, EMPI started inside his Volkswagen dealership, Economotors. Seeing air-cooled cylinder heads being replaced instead of repaired led to EMPI's first product: a replacement valve guide. From there, the company grew into a cornerstone of the Southern California VW performance scene, developing parts for drag racing, off-road, and street use with one mission: make the cars better.
From Economotors to a Global NameIn 2026, EMPI celebrates its 70th anniversary as the oldest serving supplier in the world for VW and Porsche, other than VW itself. That milestone means a lot to us at PMB Performance. We're proud longtime EMPI distributors, and our connection runs deep. Our signature PMB Beetle was built entirely with EMPI parts, including its complete engine. Hiding on all four wheels is an EMPI zero-offset disc brake system. It is not just a catalog relationship; it is a parts-on-the-car relationship. |
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The Bridge Between VW and PorscheEMPI is a vital partner in PMB's growth plans for both Volkswagen and Porsche vehicles. The acquisition and integration of PMO Induction into EMPI's Anaheim facility has strengthened the bridge between the two air-cooled worlds, exactly where PMB operates daily. That connection matters because the air-cooled community is broad, but its values are familiar: better drivability, reliable performance, good parts availability, and keeping cars on the road instead of parked in the corner waiting for something impossible to find. |
The People Who Keep EMPI Moving
A brand does not last 70 years on parts alone. It lasts because people carry the knowledge forward. At EMPI, that means generational history, daily operational discipline, and a clear vision for how the company should serve air-cooled enthusiasts now and in the future.
Three voices tell that story especially well: Joni Makepeace, Rob Mullner, and Peter Guile. Each represents a different layer of EMPI's identity, from the Riverside roots to the modern Anaheim facility and the company's expanding Porsche presence.
PMB perspective: The same qualities that make EMPI important to VW builders also make it important to PMB's Porsche work: depth of catalog, real technical support, and a long-term commitment to air-cooled cars.
Joni Makepeace: The Heart of EMPIJoni's connection to EMPI is generational. Her father, Emil Welden, worked for EMPI in Riverside during the Joe Vittone era in the early 1970s and later owned Mr. Bug, the company that acquired EMPI in 1973. She grew up around it all: her dad's yellow Beetle loaded with EMPI accessories, the EMPI single cab that brought the Inch Pincher home, and trips to Orange County International Raceway. With over 40 years at EMPI, Joni has become one of the most trusted faces in the industry. She is passionate about meeting customers worldwide, from the United States to Belgium, France, and Germany. As she famously says, "I may not be fluent in multiple languages, but I do speak Volkswagen." |
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Rob Mullner: Day-to-Day MomentumA normal day for Rob Mullner is packed with projects: selecting the EMPI 2026 SEMA booth, keeping the 70th Anniversary project car on schedule, following up with Engine Battle competitors to hit the June 10th deadline, and collaborating with dealers around the world. EMPI's catalog now exceeds 10,000 products with over 26,000 part numbers, sold through authorized distributors in more than 40 countries. Engine components like carburetors and cylinder heads remain among the hottest categories. Last year alone, EMPI launched 76 new products, with 22 already released in 2026. |
Peter Guile: Vision for the FutureAs CEO, Peter Guile emphasizes EMPI's commitment to "Quality, Speed & Innovation." Behind the scenes, the company has invested heavily in modern tools: CAD systems, 3D scanners, material analyzers, polymer and metal 3D printing, a full test garage with a master technician, and a new engine dyno. On the Porsche side, growth has been strong thanks to the full integration of PMO Induction, the long-term partnership with JP Dansk, and expanded EMPI parts for Porsche applications. Peter notes that many people still misunderstand the scale of EMPI's operation: over 50% of products are sold as complete kits with all necessary hardware, and a large portion is either machined and assembled in Anaheim or produced by proven long-term partners. |
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Engineering the Next ChapterWhat surprises many visitors is the in-house machine shop in Anaheim, where VW cylinder heads, from single port to ultra-high performance GTV big valve heads, are CNC machined and hand-assembled. New product development often starts by spotting gaps in the market. Examples include the popular All-EMPI Long Block and Turn Key engine program for enthusiasts who just want a reliable engine to get their car back on the road, Super Shrouds that increase cooling capacity by up to 30%, and the Beam in a Box kit that simplifies one of the toughest parts of a build. |
Celebrating 70 YearsThe aftermarket is not without its hurdles. Constant changes in tariffs, duties, and raw material costs affect everything from sourcing to final pricing. EMPI's team works daily on inventory, forecasting, shipping, and quality to keep parts flowing to dealers and customers. Looking five years ahead, Peter sees EMPI as a potential home for other legacy specialist brands whose owners are nearing retirement, preserving unique parts and knowledge for the next generation of enthusiasts. The company continues to work on game-changing products focused on better drivability and performance. |
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Don't Miss It: To mark the anniversary, EMPI is hosting an Open House at its Anaheim headquarters on June 20, 2026, from 8:00 AM to 2:00 PM. The event will feature over 400 cars, the live final of the Engine Battle - World Cup Edition, facility tours, partner supplier displays, food trucks, and refreshments. Everyone is welcome.
Still Speaking the Language
Seventy years later, EMPI remains true to its roots while investing in the future. From Joe Vittone's race-on-Sunday, sell-on-Monday philosophy to today's innovations and global reach, the brand continues to help enthusiasts keep these iconic cars alive.
At PMB Performance, we're proud to be part of that story: building fully EMPI-equipped Volkswagens, supporting Porsche projects through EMPI and PMO parts, and sharing the same passion for these timeless machines.
As Joni says best: "I may not be fluent in multiple languages, but I do speak Volkswagen." After 70 years, EMPI still speaks it fluently, and so do we.