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TORA Volunteer Spotlight: Dave Williams on What Makes the Industry Strong

By Ashley Reyes

Dave Williams
Go Rhino
Dave Williams loves to explore the mountains and deserts in his 4-Door JL Wrangler when he can.

Dave Williams is this week’s SEMA Truck and Off-Road Alliance (TORA) Volunteer Spotlight member. He is also the director of sales and marketing at Go Rhino/Big Country and a current TORA select committee volunteer. In a recent interview with SEMA, Williams shares his insight on what makes the industry strong and gives priceless advice for anyone who attends the annual SEMA Show.

SEMA: What inspired you to pursue a career in the truck and off-road industry?

Dave Williams: When I was growing up, my dad had friends in the So Cal rod scene and I'd see people making a living playing with cars, trucks, Jeeps and Broncos who really loved their jobs and displayed that passion in their work. That planted the seed in my youth, but I liked being outdoors exploring in a Jeep, Meyers Manx, truck or motorcycle. Years later an opportunity came up with a truck brand and I was sold. I said, “I'm in!”  

SEMA: Why did you decide to volunteer for TORA? How has it or will impact you?

DW: I had previously worked on a select committee and was involved in SEMA Cares activities since the beginning, so I knew the impact and value of being involved and connecting companies working in the same space. We are stronger together, even as competitors. I also knew the transition to the broader mission of TORA would need extra hands and mouths around to help that mission. It has been a rewarding experience for sure.

SEMA: What advice do you have for someone pursuing a career in the automotive aftermarket?

DW: Don't be afraid to work for little when you are starting out. Put in the dues, play fair, work hard and the rewards will come. Get involved. People will remember you for your honesty, loyalty and integrity above all. The relationships you build with a foundation like that will help you through thick and thin. Oh yeah, and don't forget to wear comfortable shoes to the actual SEMA Show. Priceless advice right there.

SEMA: What is your dream truck or off-road vehicle? Where would we find you in it on any weekend?

DW: I live out west and love to explore mountains and deserts when I can. A dream off-road vehicle would be electric for the torque and also be rechargeable by solar methods so we could get out and cover a lot of ground without worrying about fuel. For now, I am pretty happy with my personal 4-Door JL Wrangler build. It gets me where I want to go grinning all the way.