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Movers & Shakers: Hellwig Announces Two Senior Leadership Promotions; Seeks Dad Stories for Father’s Day

Compiled by SEMA Editors

Melanie Hellwig White

Hellwig Suspension Products Announces Two Senior Leadership Promotions

Hellwig Suspension Products has announced the promotions of its two senior employees. Melanie Hellwig White has been promoted to president, and Mark Hellwig has been named the new CEO of Hellwig Suspension Products. While serving as vice president, White implemented an effective marketing strategy for the company and helped solidify its brand identity. As the fourth generation in the Hellwig family to work for the company, White forged new paths for the company by actively volunteering time with SEMA and participating in the SEMA Businesswomen’s Network (SBN) and Truck and Off-Road Alliance (TORA). As the first female president at Hellwig, White will usher in a new era of leadership and grow the company she and her family helped build. While president, White plans to expand the company’s aftermarket presence and continue to develop Hellwig’s OE and military offerings. Mark Hellwig has ascended to CEO of Hellwig Suspension Products after serving as president for 25 years. Hellwig ingratiated himself in the business at an early age, helping his father in the shop until becoming an expert in the field and industry. As CEO, Hellwig will continue to innovate and advance the company’s product line while also expanding the applications for Hellwig’s products. Seeks Dad Stories for Father’s Day has launched “Collecting Cars, Collecting Memories,” a Father’s Day celebration that invites enthusiasts to share personal memories and photos of dads, their kids and their mutual passion for automobiles. Whether it was serving as an unofficial driving instructor, a tire-change expert or as an advisor during the purchase of a first car, realizes that everyone has a story to tell. Members are invited to share stories about dad by visiting and clicking on the “Collecting Cars, Collecting Memories” banner. Stories will be featured and shared on The Journal,’s website for breaking news. The Journal editors will select one participant to receive a Father’s Day gift basket that will include some products from the Father’s Day Gift Guide, which will be released June 4. The deadline to submit a story and photo to the website is June 1.

In addition to sharing a story about dad, members looking for an event on Father’s Day can download the new SEMA MOTORin’ App to find an car show or event in their area. MOTORin’ is available through the Apple Store, Google Play and online at

Lucas Frank
Lucas Frank 

Lucas Frank Joins Brandmotion

Former Fiat Chrysler Automobiles (FCA) Director of Planning Lucas Frank has joined Brandmotion as director of product development and operations, where he will be responsible for company innovation, product development and operations functions. At FCA, he was responsible for overseeing the five-year plan for all future FCA cars and trucks, and prior to that led the planning of the new ’19 RAM 1500 pickup. In an earlier position at FCA, Frank was brand manager and mobile marketing lead for Jeep. In that role, he launched Jeep’s first-ever iPhone app.

Motorsport Aftermarket to Focus on Speed and Strength Brand With Key Hires

Kobi Iseri joins the Motorsport Aftermarket’s Speed and Strength brand as marketing manager. He has held prior positions with Fox Racing and most recently with Suzuki. In the product creation department, Mark Salvatore joins Speed and Strength as product line manager. He is a motorcycle industry veteran, and has held PLM rolls with key brands, such as Tucker Rocky/Firstgear and D30 Armor.

Power Automedia’s “Horsepower Wars” Announces ProCharger as Official Forced Induction Sponsor; World Cup Finals Extends Live Broadcast Partnership With SpeedVideo

Power Automedia has announced a partnership with aftermarket supercharger manufacturer ProCharger. ProCharger products will be featured primarily throughout two of the company’s upcoming automotive head-to-head “Horsepower Wars” episodes, “Pony Wars” and “LS vs. Coyote Part II.” In addition to being featured in the two episodes, ProCharger products will be the exclusive source for all forced-induction needs on the show.

In addition, SpeedVideo and Haltech World Cup Finals have officially extended their live broadcast agreement, which will now extend coverage of the event for the next three years. The Import vs. Domestic: Haltech World Cup Finals event takes place at the Maryland International Raceway. With SpeedVideo, drag-racing fans all over the world will be able to enjoy the same excitement as those in person in HD with studio-quality audio.

One of Yokohama’s new “Tire Tips” segments focuses on how to check tire inflation.

Yokohama’s “Tire Tips” Video Series Returns

In conjunction with Tire Safety Week (May 21–28), Yokohama Tire’s “Tire Tips” instructional video series returns with 10 new segments that are posted on Yokohama’s Facebook page. Subjects of the new videos, which feature Pat Keating, Yokohama’s Senior Manager of Technical Engineering and actress Leslie Lank, include:

  • Choosing the Right Tire for Your SUV/CUV
  • Make Your Tires Last Longer
  • Why Are Speed Ratings So Important?
  • On the Front or Rear?
  • Why You Should Rotate Your Tires
  • When Is a Tire Repairable and When Is It Not?
  • How to Check Tread Depth
  • How to Check Tire Inflation
  • Correct Speed and Load Ratings
  • Summer vs. Winter vs. All-Season

Hyperco Adds New Warehouse in Commerce, California

Hyperco, an MW Industries Inc. company, has announced it has added a new warehouse in Commerce, California, to support the demand of the growing off-road and powersports markets. The new California warehouse currently stocks 3-in. ID E-Series and 3.75-in. ID G-Series coil-over springs with plans to add additional product lines soon.

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