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Soup it up: Mich. company’s exhaust systems make noise

Larry Edsall
Special to The Detroit News

If you think LoudMouth is the greatest name ever derived for an automotive exhaust system, just wait until you hear what the Plymouth Township-based company is rolling out next.

And, after all, being heard is what automotive aftermarket exhaust systems are all about. But before hearing about the future, we need a quick history lesson.

SLP, short for Street Legal Performance, was a Michigan-based company founded to soup up various General Motors vehicles, including the Chevrolet Camaro and Pontiac Firebird. But when GM closed Pontiac and the Camaro went on an 8-year hiatus, SLP needed a way to stay in business and one of them was to launch the LoudMouth exhaust system.

Fast forward a few years to 2013, and SLP become enfolded into the Roush Performance group. Yes, Roush is known for its performance tweaks for Ford products, but was looking for a way to expand its market and SLP provided an inroad to GM vehicles.

Along with SLP came the LoudMouth brand, which recently has been spun off into its own brand.

“As a stand-alone entity, LoudMouth Exhaust can take a stronger position in the marketplace,” said Jay Velthoven, who has worked for Roush for more than a decade and is brand manager for LoudMouth. “We’re shaking up the exhaust space with new products on even more vehicles and with new technologies.”

Velthoven said LoudMouth focuses on Detroit domestic vehicles, from Mustang and Camaro to Jeeps and pickups, “and as a component for people building hot rods.”

He said the company has plans to expand even more, producing exhaust systems for vehicles from European and Asian brands.

LoudMouth’s target demographic is 18- to 34-year-old car owners who are into such motorsports as drifting, rallycross and the X Games. “Exciting and really energetic,” were Velthoven’s words.

He noted that such people often are the second or third owners of a vehicle, which they not only can afford to buy but want to modify, and thus could use LoudMouth’s modular-style exhaust packages.

Those exhaust parts not only are designed for easy installation but while still made from stainless steel and backed by a limited lifetime warranty, they are designed to be less expensive to purchase. And also lighter to reduce vehicle weight while maximizing flow and minimizing back pressure. LoudMouth also is distinguished by its signature black-colored exhaust tips.

“LoudMouth’s sound characteristics help amplify vehicle attitude,” the company said in a recent news release.

And now, to the future, with the rollout of SmartMouth, the LoudMouth exhaust that takes Roush’s own and recently introduced interactive exhaust technology to a new segment of the aftermarket. Roush’s interactive exhaust system allows a vehicle owner to use a smartphone or iPad to custom tune a vehicle’s exhaust sound.

“Imagine being able to create exhaust sounds for specific situations, or to reflect a driver’s personality,” said Velthoven.

Oh, we can just imagine. After all, the brand is called LoudMouth.

For information, visit the website.

Larry Edsall is a Phoenix-based freelance writer. You can reach him at