The WTSBC is proud to introduce Damir Mustafin, owner of Rusch LLC, as our latest Member Spotlight. Join us in getting to know Damir through his interview with SEMA News below.
SN: What about the industry keeps you up at night?
DM: New designs, new companies, and new cars.
SN: What is your favorite podcast or source of business/industry information?
DM: I follow SEMA News, The Smoking Tire, and AutoPros Podcast. I also keep up with global supply chain and manufacturing trends through industry publications and platforms like LinkedIn.
SN: What is your greatest professional challenge? How did you overcome it?
DM: My biggest challenge was entering the highly competitive U.S. aftermarket space as a founder originally from Russia. Overcoming skepticism, building trust, and showcasing the quality of my forged wheels brand at SEMA 2024 was a huge milestone. It took relentless work, attention to quality, and building real relationships with industry professionals.
SN: What is in your briefcase or bag?
DM: A measuring ruler, a laptop with CAD software, wheel specs list, sample finishes, and often a custom-machined center cap—plus a phone full of customer cars photos I’m proud of.
SN: What do you drive now? What do you wish you drove?
DM: I currently drive a BMW X6M that’s modified with aftermarket parts we supply. It reflects my brand. My dream car? A Singer-restored Porsche 911 or a Shelby GT500 with a bespoke touch from Rusch.
SN: What is your most important career goal this year?
DM: To build long-term B2B partnerships with top-tier U.S. and European shops and grow our dealer network. I’m focused on turning Rusch and JADS into globally recognized names for quality and design in forged wheels and premium tuning parts.
SN: Who is a mentor in the aftermarket that has impacted you most?
DM: One of the biggest influences has been an industry veteran I met at SEMA who encouraged me to lean into storytelling—not just specs. They helped me realize that passion and authenticity connect better with customers than just technical advantages.
SN: What is the best advice you've received in the aftermarket?
DM: "Don’t try to sell to everyone. Build for the people who care about quality and let your work speak for itself." This advice helped me define the audience for my brand more clearly and invest in long-term trust.
SN: What is your favorite industry event and why?
DM: The SEMA Show is hands-down my favorite. The energy, innovation, and genuine love for the car community are unmatched. Participating in 2024 was a lifelong dream come true. Seeing people interact with my product in person was unforgettable.
SN: What industry event do you want to attend but never have?
DM: I’d love to attend The Quail: A Motorsports Gathering. I think it’s the perfect place to connect luxury design, engineering, and car culture in a meaningful and creative way.
Fill out a WTSBC spotlight form to highlight how you or your company are contributing to the wheel and tire segment of the automotive aftermarket. Selected candidates are eligible to be featured on WTSBC's social media, SEMA News and future WTSBC member updates.