By Ashley Reyes
WARN Industries is the SEMA Truck and Off-Road Alliance’s (TORA) newest member spotlight company.
Based in Clackamas, Oregon, Warn Industries manufactures vehicle-recovery equipment and off-road vehicle accessories, and makes products for use on trucks, powersports vehicles, wreckers, military vehicles and trailers. Get to know the company’s story in SEMA’s recent interview with Andy Lilienthal, Warn Industries’ strategic communications manager below.
SEMA: Tell us the story of your company.
Andy Lilienthal: Founded in 1948 by Arthur Warn, Warn Industries began producing locking hubs for surplus World War II Jeeps, converting thousands into useful, on-road vehicles. Originally based in Seattle, Warn Industries’ innovation revolutionized the hub industry. The WARN winch, developed in 1959, was the first recreational winch. With pioneering features such as a rugged drivetrain, the WARN winch quickly became the leading brand for off-road racers, avid four wheelers, weekend adventurers and hard-working ranchers.
SEMA: What was your company’s breakthrough moment?
AL: The company’s breakthrough moment was inventing the locking 4WD hub in the ’40s and pioneering the electric truck winch in the late ’50s.
SEMA: Tell us about your business now in 2022.
AL: We are producing new products that we’ve not sold before, such as wheels. In addition, we’ve acquired a few companies in the last year and a half, including Factor 55, Fabtech and Fab Fours. We also are working on Bronco products, as well as projects with OEMs.
SEMA: Tell us about a product you are proud of.
AL: While most people know us from winches and hubs, our bumpers are top-notch. We are one of the very few companies (if not the only) in the United States that pull tests all of our bumpers ensuring they’re the best quality and provide the best performance for our users. We offer bumpers for a host of trucks and SUVs as well as powersports vehicles.
SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket?
AL: Have an open mind to new ideas, new concepts, and new-product development.
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 News and future TORA member updates.