Fenton Liffick has more than 67 years of experience in manufacturing, engineering, sales and metal and plastic finishing. He’s been involved in the automotive, truck and RV wheel and wheel accessory industries for 61 of those years, both for the auto manufacturers and for aftermarket companies.
WTC Member News
The Wheel & Tire Council (WTC) held two events at the 2016 SEMA Show in November, which brought more than 160 wheel and tire professionals together.
On July 1, Joe Schaefer’s two-year term as chair of the Wheel & Tire Council (WTC) came to an end and Joe Findeis was initiated into the position. As the founder and president of Wheel Consultants Inc., Findeis handles operations in addition to developing tire and wheel fitment data for the company’s online programs and publication. He is also the creator of “The Ultimate Wheel and Tire Plus Sizing Guide,” the tire and wheel fitment guide known as “The Red Book.”
The Wheel and Tire Council (WTC) recently caught up with a couple of new members to learn more about their companies and their experiences in the industry. Meet Ann Fladger of Allure Custom Automotive and Steve Hamilton of AnthemWheels.com.
Amid the hustle and bustle of the 2014 SEMA Show at the Las Vegas Convention Center, members of the Wheel & Tire Council (WTC) took the time one evening to network, reunite with old friends, enjoy food and beverages, and honor two members by welcoming them into the WTC Hall of Fame.
As SEMA Show attendees walk through South Hall during Show week, the creativity of the Wheel & Tire Council’s (WTC) members will be evident. In 2014, WTC will host a few main attractions for members of the segment, including a general membership meeting, a seminar and the industry awards reception. These events will ensure that members stay up to date with important developments in the council and in the industry as a whole.
On July 1, two freshman members were elected to the Wheel & Tire Council (WTC) select committee. SEMA Member News interviewed Gavin Horlick of Voxx Wheel and Cheralyn Hale of Achilles Tire to learn more about their industry backgrounds and goals for their terms.
SEMA Member News: What is your history in the industry and in the council?
The partnership between SEMA and the Clemson University International Center for Automotive Research (CU-ICAR) is producing a great new resource for the wheel and tire industry. The Wheel & Tire Council (WTC) and CU-ICAR have been collaborating since 2013 on a vehicle dynamics research project studying the effects of plus-sized wheels and tires on the ’13 Ford F-150. Using advanced simulation models, researchers have been able to quantify the effects of various wheel/tire combinations on key areas of consumer priorities: routine and emergency handling, steering feel, ride comfort and various subsets of those categories.
The term “engaging the customer” has been diluted with attention, but it’s more than a buzzword or concept; it’s the most important activity in a business. The definition of engage is “to bind by a promise.” Real engagement is about commitments and obligations. Interesting that Webster’s Dictionary defines engagement as “an arrangement to go somewhere”—to go somewhere like a business, a service outlet or a place to buy products.