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TORA Member Spotlight: How a Napkin Sketch Led to UnderCover Truck Bed Products

By Ashley Reyes

TORAUnderCover has been named the SEMA Truck & Off-Road Alliance’s (TORA) newest member spotlight company. In SEMA’s Q&A with the company’s Vice President of Sales Cory Kraft, he shares UnderCover’s 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?

Cory Kraft: UnderCover was born from a drawing on a napkin at a Christmas party in the late ’90s, and the proceeding tonneau cover, the UnderCover Classic, was the first-of-its-kind for its design in the one-piece cover market.

SEMA: What was your company’s breakthrough moment?

CK: Our company’s breakthrough moment occurred with the release of the UnderCover Flex folding cover. Traditionally, Undercover only offered one-piece products. This new cover allowed the expansion and reach to provide truck bed covers for customers across every spectrum of the tonneau cover market.

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

CK: We have been very fortunate in 2021. Demand has increased 40% compared to pre-pandemic levels, and we have expanded our production lines to meet demand. The unique challenges of 2021 are still present. To adapt, the UnderCover team is always working on new projects across platforms. For instance, we have expanded our bed cover lineup with the UnderCover Triad. Additionally, we are continuously looking for ways to improve existing offerings, launch new products and improve our reach.

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

CK: We are most proud of our UnderCover SwingCase. The automotive industry was previously filled with toolboxes primarily aimed at professional use. No product in the market was tailored to the enthusiast that also had a truck bed cover and needed a storage solution for the bed of their truck. The UnderCover SwingCase has been able to enter this market to meet every consumer’s needs.

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

CK: Don’t limit yourself to a category. To a degree, performance, accessories and overland fields are all interconnected. Become involved in the industry, learn as much as possible and work to find and achieve your passion.

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.