SEMA eNews Vol. 23, No. 33, August 13, 2020

TORA Volunteer Spotlight: Laurel Dasher of PDM Automotive

By Ashley Reyes

The SEMA Truck and Off-Road Alliance’s (TORA) newest Volunteer Spotlight member is Laurel Dasher of PDM Automotive. Dasher is the vice president of sales and marketing at PDM Automotive and a 20-plus-year veteran of the automotive aftermarket. Check out her video to learn more about her experience volunteering for SEMA and what inspires her about the truck and off-road industry. 

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

Laurel Dasher: I’ve been in the automotive aftermarket my entire career. I really feel like I have grown up in this industry and can’t see myself working anywhere else. I entered the off-road industry when I bought my TJ brand-new in 1997. She taught me how to trust in the reliability, power and safety of a solid 4x4. I fell in love with the off-road market as soon as I bought her.

SEMA: Why did you decide to volunteer for TORA? How has it or will it impact you?

LD: I’ve had some really great mentors in my career, and they really encouraged me to get involved with SEMA and volunteer. What I love about the truck and off-road market is that it is the core, and the market has such a powerful voice in our industry. TORA members are so actively engaged and involved in the growth of the off-road and light-truck accessory market and I just love that. It has had such a powerful effect on me.

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

LD: I’m biased because I love the automotive aftermarket, but I truly believe a successful career is when you follow your curiosity and passion. There’s no place like the automotive aftermarket to fuel that curiosity and passion. What better place to have fun, do a little off-roading and test some parts than the off-road market? My advice to anyone who wants to be successful in this industry is to get involved, volunteer and build your relationships because that’s how you can really make things happen.

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

LD: I’m a Jeep girl. I love Jeeps. I always thought that if Jeep would bring its ’98 Jeepster concept to life then I would have that bad boy. I’m going to have a brand-new Rubicon that will be tricked out and I can take off-roading, hopefully to Moab someday at Easter Jeep Safari. On the weekends, you’ll find me at the beach with my Jeep and our pontoon boat in tow.

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