People, Places & Racing News

TORA Member Spotlight: How A.R.E Truck Accessories Meets the Growing Demand of Pickup Consumers

By Ashley Reyes

TORAA.R.E Truck Accessories has been named the SEMA Truck and Off-Road Alliance’s (TORA) newest member spotlight company. In SEMA’s Q&A with the company’s Vice President of Business Development Todd Hoffman, he shares A.R.E Truck Accessories’ breakthrough moment and what projects the company is working on in 2021.  

SEMA: Tell us the story of your company. How did your company start?

Todd Hoffman: A.R.E. first began in the late ’60s. In the beginning, the company manufactured wood-framed truck caps. As the company expanded from the original three-man team in a garage, A.R.E. switched to aluminum products for truck bed cap lines. Later, the company utilized fiberglass to adapt to meet new market demand.

SEMA: What was your company’s breakthrough moment?

TH: A.R.E.’s first breakthrough came with our entry into the fiberglass truck-bed cover market. The introduction of fiberglass into the A.R.E. product lineup fueled a period of rapid growth. By the ’90s, products of this material comprised nearly 80% of the company’s business.

SEMA: Tell us about your business now in 2021 and what projects you are currently working on.

TH: We are working to evolve the A.R.E. product designs and quality to meet the ever-changing complexity of today’s pickup trucks and consumers. Some products we are currently working on include the patented CX Revo & CX Evolve, the patented HD series, the Z2, the DCU Max, the Fusion bed cover, and the CX Evolve for the new Jeep Gladiator pickup truck.

SEMA: Tell us about a product that you are proud of.  

TH: We are most proud of our L Series Fiberglass Tonneau Cover, which contains a painted trim, a new locking system, a more contoured style and an award-winning “lift-assist system.” This extremely popular product aided in meeting the market’s growing demand for improved OEM design and function. The redesigned LSII Series set the new standard for fiberglass tonneau covers.

SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket?

TH: For young professionals, I would recommend that they utilize their customers that have been in the industry for many years to be mentors to truly learn about the truck accessory industry. Also, remember to listen to others. Use two ears and two eyes more than your one mouth.

Fill out an TORA-member spotlight form to highlight how your company is contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA’s social media, SEMA eNews and future TORA member updates.