By Ashley Reyes
BAK Industries has been named the SEMA Truck & Off-Road Alliance’s (TORA) newest member spotlight company. In SEMA’s Q&A with the company’s Senior Vice President of Sales Joel Mohlenhoff, he shares BAK Industries’ 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?
Joel Mohlenhoff: BAK first started around 1987 in North Hollywood, California. When it first began, the company made bedliners and caps before moving into the tonneau cover market. Before we started expanding, BAK products were being sold door-to-door out of a pickup truck in Southern California.
SEMA: What was your company’s breakthrough moment?
JM: BAK broke through with the creation of the BAKFlip, now the BAKFlip MX4, which is the number-one-selling hard fold cover in America. Additionally, Truck Hero acquired BAK in 2014, and the company has been able to develop newer products of even greater quality.
SEMA: Tell us about your business now in 2021 and what are some projects you are working on?
JM: In 2021, BAK launched the Revolver X4s. The Revolver X4s has new features, including matte black aluminum underbody, integrated safety slat caps, rear corner caps and more.
SEMA: Tell us about a product that you are proud of.
JM: We are most proud of the BAKFlip MX4 for its design and style, as well as having the highest demand in the market for a hard folding tonneau bed cover.
SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket?
JM: This sector has tremendous growth opportunities for someone who wants to put in the effort, work their way up, and learn all that they can about the industry. Within the field, we are a small ‘big’ family, and it is an exciting, dynamic area to work.
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.