SEMA News—November 2021


Fast Facts

EddieEddie Motorsports hired Larry Ashley as its new operations manager. Ashley joined the team in August and he brings more than 33 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., TMI Products and, most recently, POL Performance Online.

Wheel Pros, backed by Clearlake Capital Group L.P. and in partnership with management, announced that it signed a definitive agreement to acquire Driven Lighting Group—a digitally native designer and online retailer of aftermarket enthusiast automotive lighting products—from Kian Capital. Financial terms of the transaction were not disclosed.

Micah AndersonPower Automedia hired Micah Anderson as editor of the digital automotive title Off Road Xtreme. Anderson is a 20-year authority in the off-road industry with extensive experience founded on marketing, events and racing. Prior to joining Power Automedia, Anderson was a co-founding partner for the grassroots off-road action festival The Jump Champs. He also worked extensively in the aftermarket space as a photographer and brand manager.

CenterforceCenterforce hired Trent McGee as marketing manager. McGee will oversee the company’s marketing efforts, including advertising and event marketing, where he will play a key role in leading the Centerforce Adventure Run—an overland-style trip exclusively for manual-transmission vehicles. McGee brings more than 25 years of industry experience, including serving as a technical writer for several major automotive publications such as 4-Wheel & Off-Road, and marketing experience with companies that include Daystar Products and Airaid.

Internationally recognized nonprofit Evergreen Cooperatives added to its growing portfolio of employee-owned businesses with the asset purchase of Intellitronix, a producer of LED automotive aftermarket digital and analog gauges. Terms of the deal were not released. Intellitronix manufactures microprocessor-controlled LED products and energy-saving devices designed for the automotive, marine and recreational vehicle markets.

ElevenEleven Engineering Inc. announced that Anna Shahzadi is the newest member of the company’s growing research and development design team. Shahzadi has a bachelor of science degree in electrical engineering from the University of Alberta.

Race Winning Brands (RWB) announced industry veteran Steve Reed as the powersports brand manager for Wiseco Performance Products. In his new position, Reed will play a vital role in developing existing initiatives and supporting Wiseco powersports growth through product management and development, business platform and partnership support, marketing initiatives and direct customer visits. Reed comes to RWB with more than 22 years of experience in the powersports aftermarket. Reed began his powersports career in distribution before moving on to inside and international sales.

MAVTV Motorsports Network—the U.S.-based motorsports TV network owned and operated by Lucas Oil Products—announced the executive promotion of Kevin Asbell to COO and general counsel. He was previously general counsel of Lucas Oil Products. Asbell will be responsible for managing the day-to-day affairs of the network, with direct accountability for operational planning, accounting, forecasting, administrative affairs, information technology and human resources.

TorquedTorqued Distribution announced that Lou Lobsinger is the company’s new head of sales and marketing. He joins the Torqued team with more than 20 years of automotive experience in marketing, sales and product development. He will be responsible for the global sales and marketing teams and team leadership, driving revenue across all channels, contributing to product and vendor selection, and general management responsibilities.

Warn Industries announced the acquisition of substantially all of the business and assets of Fab Fours Inc., a leading manufacturer of fabricated mounting solutions for trucks and Jeeps. Fab Fours’ product offerings include various metal fabricated truck and Jeep bumper and accessory options. The company was founded in 2004 and has received multiple awards, including the “Showstopper” award from SEMA. Fab Fours’ products are designed, tested and manufactured in South Carolina. Terms of the transaction were not disclosed.

SunnenSunnen Products Co. promoted F. Christopher Miltenberger to the additional role of CEO. Miltenberger joined Sunnen as president/COO in 2015, with extensive experience in operations, engineering and business development. During his tenure, he has been instrumental in Sunnen’s transformation of global operations as well as improving customer contact management and relationship development.

Wharton Automotive Group acquired Silver Sport Transmissions. Consisting of McLeod Racing and FTI Performance, Wharton Automotive Group is owned by NHRA Nitro Funny Car driver and businessman Paul Lee, who closed the deal on Silver Sport Transmissions on July 30. In 2019, Lee purchased FTI Performance and now continues to grow his business strategy with the acquisition of Silver Sport Transmissions, which will continue to operate at its location in Rockford, Tennessee.

GoodyearGoodyear Tire & Rubber Co. announced that Thad Ewald was hired as vice president for strategy and business development, reporting to Executive Vice President and CFO Darren Wells. Before joining Goodyear, Ewald was vice president of corporate strategy and development for Cummins Inc. During his tenure, Ewald also led the development of Cummins’ startup in the electrified and hydrogen power segment and was responsible for joint ventures, acquisitions and divestiture transactions.

Radflo Suspension Technology relocated operations to a new, expanded facility. The company can now be reached at 10840 Talbert Ave., Fountain Valley, CA 92708.

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