[SEMA Series] Roy Littlefield IV, Sam Felberbaum, Lance Bullock, Norris Marshall, and Michael Mathis

Gain Traction

Roy Littlefield IV currently serves as Vice President of Government Affairs for the Tire Industry Association. He currently works on both state and federal legislation and has testified and submitted testimony on a variety of issues impacting the industry. Roy also helps to publish a variety of legislative newsletters for the Tire Industry Association.

Sam Felberbaum is the President of Prinx and Fortune brand tires. He has over 20 years of experience helping companies grow and improve customer retention and revenue. He has spent the last two years in his role at Prinx Chengshan Tire and previously worked for eight years at Toyo Tires.

Lance Bullock is the President of OE Wheels, 4PLAY Wheels, and Defiant Wheels. Lance has contributed to the modernization, direction, and growth of OE Wheels for over two decades. The company’s Defiant Wheel recently won a SEMA design award.

Norris Marshall is Co-founder of Blueprint Engines and serves on the board for SEMA. His company manufactures crate engines for a variety of makes and models and strives to make it easier for enthusiasts to modify their vehicles.

Michael Mathis is the President of Atturo Tires. Atturo had a record-breaking year, increasing brand awareness through sports sponsorships and a national TV campaign. The company is launching the Trailblade HT, a new all-weather tire, and adding 20 new sizes to their A810 performance tire.

In this episode…

The automotive aftermarket industry is facing challenges and opportunities as technology evolves and consumer preferences shift. How are industry leaders addressing issues like right to repair, product innovation, and market expansion?

According to Roy Littlefield IV, Sam Felberbaum, Lance Bullock, Norris Marshall, and Michael Mathis, the industry is actively working on several fronts. They emphasize the importance of right to repair legislation, with efforts being made at both state and federal levels to ensure independent repair shops can access vehicle repair information. Product innovation is also a key focus, with companies developing new tire designs, wheel styles, and engine solutions to meet changing consumer demands. Additionally, these leaders highlight the significance of trade shows like SEMA for networking, showcasing new products, and building relationships with customers and partners.

On this episode of Gain Traction, join host Mike Edge at SEMA, where he talks to Roy, Sam, Lance, Norris, and Michael about right to repair legislation, new product launches, the importance of face-to-face interactions at trade shows, sports marketing strategies, and the value of industry associations like SEMA. They also discuss market trends, product innovations, and strategies for growth in the automotive aftermarket industry.

Here’s a glimpse of what you’ll learn:

• [02:20] How TIA advocates for the tire industry at SEMA
• [04:02] The progress of the Right to Repair Act
• [06:01] Prinx and Fortune's innovative strategies at SEMA
• [08:53] The evolution of aftermarket wheels with OE and 4Play
• [11:16] How BluePrint Engines easily enhances car performance
• [12:10] SEMA's impact on building industry relationships
• [14:27] Ayturo Tires' new releases and sports marketing success

Resources mentioned in this episode:

• Roy Littlefield IV on LinkedIn
• Tire Industry Association
• Sam Felberbaum on LinkedIn
• Prinx Chengshan Tire
• Fortune Tires
• Lance Bullock on LinkedIn
• OE Wheels
• 4PLAY Wheels
• Defiant Wheels
• Norris Marshall on LinkedIn
• BluePrint Engines
• Michael Mathis on LinkedIn
• Atturo Tires
• SEMA Show
• Mike Edge on LinkedIn
• Tread Partners

Quotable Moments:

• "We got as far as we ever have with a federal bill. The Repair Act had 56 bipartisan co-sponsors split right down the middle and for the first time we got it passed out of the subcommittee unanimously." - Roy Littlefield IV
• “We will have a new Prinx and Fortune AT2 product that will be launched in the second quarter of 2025 — we're very excited about that.” - Sam Felberbaum
• “We're very proud of our aftermarket line, 4PLAY Wheels, for trucks, Jeeps, and SUVs. That's our industry-defining patented products.” - Lance Bullock
• “We are a crate engine manufacturer and we manufacture engines that will go in GM cars, Ford cars, Chrysler cars. These are 100% new engines and most of the content is our own." - Norris Marshall
• "We were on some 200 different broadcasts for Major League Baseball games this year. We're getting into the NHL. We've got NBA courtside signage going right now. And then our national TV campaign has really done a lot to raise our brand awareness."- Michael Mathis

Action Steps:

1. Attend industry trade shows: Engaging in events like SEMA provides a unique opportunity to meet industry leaders and potential collaborators in one place.
2. Enhance networking skills: Networking effectively is crucial for building relationships with customers and partners.
3. Stay informed on legislative issues: Awareness and participation in advocacy can ensure that your business supports favorable legislation and adapts to potential regulatory changes.
4. Leverage marketing opportunities: By exploring diverse promotional platforms, you can reach broader audiences and solidify your brand’s presence in the market.
5. Invest in product innovation: Continuously develop and introduce new products to meet evolving market demands.

Sponsor for this episode...

This episode is brought to you by Tread Partners.

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more.