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ETTN Member Spotlight—Joseph Mills

By SEMA Editors

Joseph Mills

SEMA’s Emerging Trends & Technology Network (ETTN) recently had a chance to speak with Joseph Mills, director of marketing and customer experience for AutoMeter Products Inc.

How did you get into the automotive aftermarket?

I grew up around cars. One day my uncle bought a Corvette and gave me a ride in it. At that point, I knew that I wanted to do something related to making cars look cool and go fast.

What is your role with AutoMeter Products?

I am responsible for marketing our brand and product and making sure that our customers have a world-class experience when they deal with us. We encourage our team to follow the Nordstrom policy, which is “use good judgement in all situations.”

How did you become interested in sales and marketing?

I like to solve problems and create solutions, and sales and marketing is a natural fit for those skills. Prior to working for AutoMeter, I worked for Porsche and Mercedes-Benz, and I was exposed to great sales and marketing teams at both.

What do you love about your company?

We have great employees who have been with us for many years. The average tenure of our hourly employees is 11 years. We are not stiff and rigid like some companies are. Everyone’s feedback is important and taken into consideration. Our entire team is constantly working on improving everything that we do. I also appreciate the fact that I know everyone who works here.

How important are technology trends to you?

I have always been a bit of a “techno guy,” so I am always interested in what is happening with technology. As technology has changed, so has AutoMeter, in order to keep up with the times. Examples of changes over the years are digital dashes, Wi-Fi gauges, the ability to show data on mobile devices and providing data that the OEMs rarely display. We are committed to being a leader in our space. An example of this is that we have more engineers than we do sales people.

How do you see the performance aftermarket evolving over the next 10–15 years?

It definitely will continue to evolve. I see more integration in components and systems. Vehicles will continue to go faster, produce fewer emissions and become more powerful. I think it is a given to say that vehicles of the future will have more electronics. Due to technology, vehicles will become more expensive. The performance aftermarket has great companies that will continue to rise to the challenge.

What is your daily driver?

A ’14 Mitsubishi Lancer GSR, rather modified.

What is your favorite vehicle coming off the assembly line these days and why?

The C7 6.2L LT1 seven-speed. It is world-class, a great value, looks great standing still or going down the road and it is made in the United States.