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Movers & Shakers: Shelly Urwiler to Lead American Force Sales Team; Steve Swanson Named VP of Sales for ReadyLIFT

  shelly urwiler, american force sales team, steve swanson, readylift
Shelly Urwiler has been named the national sales manager for wheel manufacturer American Force Wheels Inc.

Shelly Urwiler to Lead American Force Sales Team
Shelly Urwiler has been named the national sales manager for wheel manufacturer American Force Wheels Inc. Urwiler is tasked with new business development, which includes securing new markets for American Force specialty wheels and accessories, while serving existing customers. Prior to joining American Force, Urwiler had served since 2008 as sales executive for the West Coast Division of Vision Wheel Inc. From 2005 to 2008 he was outside sales manager for Ultra Wheel Co. in Fullerton, California.

"We're excited to welcome Shelly to our team to help American Force realize its true potential," said American Force President Ray Shadravan. "He has in-depth knowledge and many years of experience in the wheel industry as well as solid relationships with the industry's major distributors. We expect great things and are very much looking forward to having him on our team."

Urwiler has also served four terms as a select committee member of SEMA's Wheel & Tire Council (WTC). His contributions to the aftermarket wheel industry have earned him two nominations for the WTC's Lifetime Achievement Award.  

ReadyLIFT Hires Steve Swanson as Vice President of Sales
ReadyLIFT Suspension Inc. hired Steve Swanson as vice president of sales to head up all of the company's domestic and international corporate sales efforts. Swanson's tenure in the automotive aftermarket industry spans more than 40 years, and he has experience with multiple market channels, including retail, e-tail, wholesale distribution, chassis builders and more. He has served on the SEMA Board of Directors and as a member of several SEMA councils and committees.

"With the rapid growth we have been enjoying here at ReadyLIFT," said Scott Poncher, ReadyLIFT founder and chief executive officer, "it was time to enhance our sales and operations management with an eye towards our future. We believe Steve brings the skill set necessary to capitalize on our core capabilities and help us bring about the continued growth we all expect." With the Swanson hiring, Steve Robinson assumes the position of national sales manager, while Ryan Pelkey will continue to serve as western regional sales manager.

shelly urwiler, american force sales team, steve swanson, readylift
Jim Leddy, a 25-year veteran of the automotive aftermarket, was named national sales manager for Revolution Supply/Oro-Tek.

Jim Leddy Named National Sales Manager Revolution Supply/Oro-Tek
Revolution Supply/Oro-Tek named Jim Leddy national sales manager. According to the company, Leddy has more than 25 years of automotive aftermarket experience, including senior national sales manager for Magnaflow Performance Products, as well as 20 years with Midas as national sales manager. Most recently, Leddy was with Mickey Thompson as sales manager covering the West Coast. He will be involved with taking Revolution Supply/Oro-Tek products into the automotive aftermarket.

Lund Acquires Prestige Fender Flare Assets
Lund International Holding Co. announced the acquisition of Prestige Fender Flare assets of Empower Group Inc. Prestige Fender Flares is a designer and producer of premium-quality fender flares sold throughout the United States. According to a release, Prestige Fender Flare co-founders Anthony Liu and Robert Chen will join Lund in a management capacity focusing on new product development. Lund President Mitch Fogle said, "The addition of Prestige's fender flares to the Lund family of products solidifies our leadership in the automotive aftermarket accessories industry. We look forward to working with Anthony and Robert to maximize the potential of the excellent product offering they have developed and exploit their combined new product ideas."

Lund International Holding Co. is a portfolio company of Highlander Partners L.P. Prestige is the first add-on acquisition completed by Lund under Highlander's ownership. 

M7 Tuning Now a Subsidiary of MyteeBrite Group Inc.
MyteeBrite Group Inc. has acquired M7 Tuning as a new subsidiary. M7 is a manufacturer of late-model, MINI-specific performance products, including engine enhancers, suspension components, body upgrades and accessories. M7 is the newest member of the MyteeBrite family, which includes,,, and “Quality, innovation, technical support and customer service will continue to be the driving force behind M7 Tuning,” said Mark Catania, CEO and founder of the MyteeBrite Group. "Expect to see continued and expanded involvement in the MINI lifestyle, including attendance at more shows and racing events, along with an expanded line of new products."

  shelly urwiler, american force sales team, steve swanson, readylift
Jim Browning, founder and former president of Corsa Performance Exhaust, has formed a new brand—Ultimate Headers—through his company, Jim Browning & Co. Designers LLC.

Jim Browning Announces the Launch of Ultimate Headers
Jim Browning, president of Jim Browning & Co. Designers LLC, has formed a new brand—Ultimate Headers. Browning, who is the founder and former president of Corsa Performance Exhaust, explained that Ultimate Headers will manufacture and market premium-level headers through the company's headquarters and manufacturing facilities in Berea, Ohio. "The company's mission is to provide a product to the automotive market which combines the finest quality materials and workmanship, and delivering utility and aesthetic appearance to the user," stated Browning. The company announced plans to begin shipping product in early April. The initial product offering is designed for installing late-model GM LS-series engines in older cars and trucks.  

Del City Announces New West Coast Warehouse
Del City has announced the opening of a new West Coast distribution center located in Reno, Nevada. The new facility enables Del City to deliver products to customers in the Western United States within one to two days. Del City's service offering also includes free shipping on orders more than $99, $0 order minimums and thousands of products in stock.

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