About Us

Power Hungry Performance was founded by Bill Cohron, a pioneering figure in the 7.3L Power Stroke diesel tuning industry. Bill's journey began in the late 1990s when he became one of the first calibration engineers to work on the 7.3L Power Stroke platform. His expertise in custom tuning and deep understanding of diesel performance would go on to revolutionize the aftermarket tuning landscape for Ford diesel trucks.

In 1997, tuning the 7.3L Power Stroke was a primitive process. Bill Cohron was among the first to recognize the potential locked within these engines. Working with rudimentary tools and software, he began developing performance calibrations that could extract significantly more power than the factory 210-225 hp ratings of the era. His early work involved using a Toshiba laptop and basic tuning platforms - technology that seems ancient by today's standards but was cutting-edge at the time.

Bill's breakthrough came when he discovered PCMX software and began experimenting with it. He found that not only was the 3D mapping capability well-executed, but it was also flexible enough to allow him to define his own custom maps and tune directly into the 3D interface. This became a powerful tool for identifying and resolving engine problems, including issues like premature fuel injection or timing problems in custom calibrations.

As the diesel tuning industry evolved in the early 2000s, numerous companies began releasing products for the 7.3L platform. Popular tuners like Superchips, TS Performance, Hypermax, Banks, BD, Bully Dog, DiabloSport, and ATS offered single-tune chips. However, Bill Cohron saw an opportunity to offer something more versatile and user-friendly.

Around 2007, after years of development work, Bill opened the doors to Power Hungry Performance and introduced the revolutionary Hydra Chip. This wasn't just another tuning chip - it was a complete paradigm shift in how diesel tuning could be approached.

The Hydra Chip's innovation lay in its multi-position capability and user accessibility. Unlike competitors' products that required physical removal from the PCM to change tunes, the Hydra could hold up to 17 custom tunes that were selectable on-the-fly from a small control box mounted to the dash. This meant drivers could switch between stock, tow, daily driver, and performance tunes without ever having to remove the chip from the truck.

What truly set Power Hungry Performance apart was Bill's commitment to custom tuning based on each customer's specific setup. The company developed comprehensive tuning strategies that accounted for tire size, gear ratio, performance modifications, transmission characteristics, and the truck's PCM code. Rather than offering generic one-size-fits-all tunes, PHP provided tailored calibrations.

The company offered an impressive range of tune options:

• Stock files for baseline performance
• Hi-idle and light tow tunes
• Heavy tow tunes for serious hauling
• Daily driver economy tunes with excellent throttle response
• Valet mode to quiet the engine
• Performance and race files for maximum power

Bill and his team worked extensively with supporting modifications to help customers achieve their goals. They optimized tuning for larger injectors, high-volume oil pumps, turbo upgrades, and advanced fuel systems. Their expertise extended beyond just engine tuning to encompass complete drivetrain strategies.

Another key innovation from Power Hungry Performance was the HydraFlash software - a free, user-friendly program that made updating Hydra Chips incredibly simple. The software was initially designed exclusively for Windows computers (requiring a $250 HP laptop purchase for Mac users, as Bill humorously noted).

The HydraFlash interface was straightforward: users could download it from the PHP website, open it in seconds, select from the available tune positions, and begin uploading calibrations to their Hydra Chip. With an optional USB extension cable, the chip could even be reprogrammed without removing it from the PCM, meaning the Hydra never had to leave the truck.

This ease of use meant PHP could continuously refine and improve their tunes, sending updates to customers who could install them in mere minutes - typically 20 seconds per position once programmed.

Power Hungry Performance's reputation grew throughout the diesel community, with their work being featured in numerous magazine builds in publications like Diesel World. Bill personally handled the custom PCM tuning for several high-profile project trucks, demonstrating PHP's capability to deliver results on everything from budget-conscious builds to high-horsepower competition trucks.

Featured builds included:

• Project 600 hp 7.3L - A comprehensive build showcasing the Hydra chip's installation and capabilities
• Project Obsessed - A multi-part build series highlighting the transformation of a 1994-1997 OBS Ford
• Square Body Beauty - An immaculate 450 hp 1997 F-250 build
• Goin' For Broke - A budget-built 600 hp pulling truck that demonstrated impressive performance

What made Power Hungry Performance particularly revolutionary was the capability to support most competitors' calibrations. The Hydra Chip worked with custom tunes formatted for TS chips, and PHP's technology came from the same hardware used in their Hydra Chip. This compatibility, combined with the optional USB extension cable, meant end-users could reprogram their chips using a laptop without removing them from the PCM - a permanent installation solution that offered unmatched convenience.

Bill Cohron's philosophy emphasized that custom tuning wasn't just about maximum horsepower - it was about helping customers fine-tune transmission shifting, engine parameters, fuel efficiency, and shift strategies to meet their specific needs and driving situations.

Between 2012 and 2022, Power Hungry Performance had sold approximately 1,500 Hydra Chips per month - an incredible testament to the product's popularity and Bill Cohron's reputation in the diesel community. The company had become one of the biggest retailers for the Hydra Chip, with a strong presence through partners like KT Performance.

Bill Cohron's journey from early diesel tuning pioneer to founder of one of the most respected names in 7.3L Power Stroke performance represents the American entrepreneurial spirit at its finest. His technical expertise, combined with a genuine desire to help customers get the most from their trucks, created a company that didn't just sell products - it delivered solutions.

Power Hungry Performance's headquarters in Winder, Georgia became a hub for diesel performance innovation, with Bill and his team continuing to push the boundaries of what was possible with the venerable 7.3L Power Stroke platform.

The company's tagline and commitment to customer service reflected Bill's personal approach: providing not just hardware and software, but knowledge, support, and custom solutions that helped diesel enthusiasts across the country achieve their performance dreams - whether that meant towing heavy equipment efficiently, competing at the drag strip, or simply enjoying better throttle response during daily driving.