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TORA Volunteer Spotlight: D.J. Potter, CEO of SawTooth

By Ashley Reyes

TORAThe SEMA Truck & Off-Road Alliance (TORA) named D.J. Potter as the council’s newest spotlight volunteer. Potter is the CEO of SawTooth, a manufacturer of truck tonneau covers.
Get to know Potter in his interview with SEMA below.

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

D.J. Potter: I was inspired to pursue a career in the truck and off-road industry because I needed a product that did not exist in the market. I created, developed and patented my own product. There are some universal problems that existing tonneau manufacturers share. If you have large cargo that sticks above the bedrails of the truck, you cannot cover it. Also, existing tonneau manufacturers void their warranty if cargo makes contact with their tonneau covers. I didn’t want a standard tonneau that lays flat and rolls up or folds up. I needed a tonneau that could stretch to cover, secure and protect cargo that sits above the bedrails. I created a new category of tonneau cover—the expandable tonneau.

SEMA: Why did you decide to volunteer for TORA?

DP: I enjoy TORA. It’s where like-minded people in the industry can share their passion and ideas. TORA has allowed me to be a part of a greater community and work to overcome common challenges facing our industry.

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

DP: Whether you are new or a seasoned professional in the automotive aftermarket industry, joining a SEMA council is a great way to network and progress your career. The main advice I would give is: Get involved with SEMA. Meet new people and be known.

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

DP: My dream truck is the F-150 Lightning. It’s the future of the pickup truck market with its raw instantaneous power. You will find me cruising the alpine mountain back roads along the Wasatch back in Northern Utah.

Fill out a TORA-member spotlight form to highlight how you or your company are 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.