SEMA News—April 2020


Fast Facts

Laurel Dasher

Paramount Data Management (PDM Automotive) announced the addition of Laurel Dasher as its new vice president for sales and marketing. In that new role, Dasher will lead the company’s sales and marketing efforts for the latest technology in automotive aftermarket data exchange between manufacturers and receivers. Dasher is a 20-plus-year veteran of the automotive aftermarket and has served various sales and marketing roles with MagnaFlow, Superchips/Edge Products, MSD Ignition and B&M Automotive. She also served two terms on the SEMA Board of Directors, served as Young Executives Network (YEN) chair, and received such awards as 2009 SEMA Businesswomen’s Network Person of the Year and 2005 YEN Person of the Year.

Auto parts supplier BorgWarner is acquiring Delphi Technologies in an all-stock deal valued at approximately $3.3 billion, partly to help strengthen its power electronics products. Delphi Technologies PLC shareholders will receive a fixed exchange ratio of 0.4534 shares of BorgWarner stock for each Delphi Technologies share they own. BorgWarner Inc. stockholders are expected to own about 84% of the combined company, with Delphi Technologies shareholders owning approximately 16%. The transaction is targeted to close in the second half of the year but still needs approval from Delphi shareholders.


Firestone Industrial Products Co. LLC (FSIP) announced a change in supply-chain strategy with the opening of a new distribution center in Chobienice, Poland. The facility will help to centralize the company’s manufacturing and distribution operations in Europe. The new facility is located a short distance from the existing FSIP plant in Wolsztyn, Poland, enabling a smooth transfer of products from manufacturing to the warehouse. The modern distribution center has a footprint of more than 100,000 sq. ft. and is equipped with four loading docks.

The Aftermarket Performance Group (APG) announced the departure of its CEO Matt Jordan. APG and Jordan mutually agreed to seek new leadership. Over the past five years, APG doubled sales and workforce through organic growth and multiple acquisitions. The board of directors announced that Russ Spieler agreed to assume the role of interim CEO while the company conducts a search for a permanent replacement. Spieler is a managing director at Capital Partners and brings considerable experience and strong leadership skills to the role, having served on APG’s board of managers for five years.


Stertil-Koni announced that Chris Murabito was named midwest regional sales manager. In his new post, Murabito brings more than 20 years of client-focused sales management, new-business development and a dedicated concentration on customer service to Stertil-Koni and its initiatives in advancing the heavy-duty vehicle lift sector. He succeeds Jim Sylvester, who recently retired.

Yokohama Tire announced that its all-terrain Geolandar X-AT and the performance SUV/crossover Geolandar X-CV each won 2019 Good Design awards in the transportation category from The Chicago Athenaeum. According to the Athenaeum, the Good Design awards program, which began in 1950, creates awareness about contemporary design. It honors products and industry leaders in design and manufacturing that have chartered new directions for innovation and pushed the envelope for competitive products in the world marketplace.

Steele Rubber Products

Steele Rubber Products announced the appointment of Joanna Agosta Shere as its new president/CEO. She joined the company in July 2005, serving as Steele’s vice president over the past four years. Throughout her tenure, Shere worked in many different areas of the company, including marketing, customer service, research and development, commercial sales, management and administration. Shere also serves as a volunteer on the SEMA’s Automotive Restoration Market Organization select committee. Matt Agosta, Steele Rubber Products former president, retired but remains with the company as an owner and a member of the board.

Brake Parts

Brake Parts Inc. promoted Paul Oleandi to sales director of national/key accounts. In his new role at Brake Parts Inc., Oleandi will be responsible for business development for the Raybestos and Maval brands for assigned key accounts across the United States. Oleandi joined BPI in 2015, serving in a variety of roles, including director of sales and business development manager. Oleandi has 17 years of experience in the auto care industry.

Impact Racing Inc. announced a partnership with ASAP Trading USA LLC (a sales and marketing agency with offices in San Diego, California, and Lima, Peru) as its exclusive authorized representative company for Mexico as well as Central and South America. ASAP Trading USA LLC was established by Juan-Jose Rebaza to serve the Latin American region. Rebaza is based in San Diego, California. He brings more than 15 years of logistics and international experience developing business in the United States, Latin America, Europe, Australia and New Zealand. ASAP Trading’s Lima operations are managed by his brother Ricardo, who has more than 20 years of experience in logistics.


Motovicity Distribution expanded its team with the addition of Kate Turowska as the new marketing manager. She previously served as a marketing manager for Stanley Black and Decker’s Engineered Fastening division, where she was responsible for promoting the industrial product portfolio that included Heli-Coil and POP. Prior to Stanley, Turowska led the development and execution of a successful marketing strategy for Spiralock Corp.

Chaparral Motorsports is expanding its operations to better serve its customers with shorter delivery times, according to the company. The purchase of a 108,000-sq.-ft. fulfillment facility on 7.15 acres in Memphis, Tennessee, is intended to help cut down on shipping times for Chaparral’s customers who live in the Northeast and Midwest regions. Between Chaparral’s headquarters in Southern California and the new facility in Memphis, Chaparral will now be able to ship product to 85% of its United States-based customers in two days or less.

Travis French

Travis French was named loss control consultant with RevPro—a specialty insurance program created by Alliant Insurance Services. He oversees all of the company’s middle-market clients on the West Coast, helping them to maintain OSHA compliance, determining what drives client losses from a workers’ compensation standpoint and assisting them with managing their safety programs tailored to their specific needs. He started working with Alliant in December 2017. He was previously safety and risk management director for Universal Waste Systems Inc., where he oversaw the company’s safety department.

VMP Performance announced a new partnership with R&R Marketing Consultants Inc. that will see the two brands work together in a number of national marketing and sales initiatives in the automotive aftermarket. As part of the VMP partner program, R&R Marketing Consultants Inc. will bolster the strength and range of VMP Performance’s products that it can offer to
its customers.

Lubrication Specialties Inc. (LSI), manufacturer of Hot Shot’s Secret brand of performance additives and oils, has announced Josh Steinmetz as the company’s new digital marketing manager. Steinmetz brings a decade of creative and digital marketing experience to the company’s growing marketing team. As digital marketing manager, Steinmetz will be responsible for developing the digital strategy, content, analytics and ROI for all Hot Shot’s Secret 35-plus products across multiple markets with a goal of ensuring a future-state mindset to emerging industry and consumer digital media trends to build brand awareness and loyalty.

Performance Warehouse

Performance Online/Western Chassis has announced a new addition to the team. Larry Ashley, new operations/marketing manager, brings more than 30 years of professional experience in the automotive aftermarket, having worked in key management positions at various companies that have revolutionized certain areas of the aftermarket. Some recognizable brands include California Custom USA, American Products Co., and most recently TMI Products.

Industrial Opportunity Partners (IOP), an operations-focused private equity firm based in Evanston, Illinois, and owner of Edelbrock LLC, has announced the acquisition of the COMP Performance Group. Edelbrock LLC and the COMP Performance Group and their respective management teams will currently operate as independent organizations, providing the products and service that have made them respective market leaders.

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