In November 2011, Custom Chrome’s parent company DAE-IL Corp., initiated significant changes resulting in a multi-level restructuring of Custom Chrome, including changes to its portfolio, eliminating significant staff positions and drastically reducing its sales force, both internally and in the road force. This action dramatically affected Custom Chrome’s role as Rinehart’s distributor, which was vital to the relationship between the two companies.
“Rinehart Racing and Custom Chrome have profited from a distribution relationship for the past three years; however, the time has now come to embrace the growing trend of direct sales to our dealer network,” says Judd Hollifield, CEO of Rinehart Racing. “Rinehart Racing is confident that we can provide premium service and support to our valued dealers over the coming months and years. Our team is equipped to handle orders and technical related questions as well as provide superior customer service. During Recent years, Rinehart Racing has aggressively worked on expanding our corporate infrastructure and our product line. We will continue to capitalize on the success we have achieved and we will develop our direct dealer network.”
“We appreciate everything Custom Chrome has helped us achieve,” states company Founder and President, Gerald Rinehart. “The time comes in any relationship to move forward, and we feel that time is now for our company. We have worked diligently to grow the business, and our future is solid. We are excited to see what 2013 and beyond has to offer.”
Dealer-direct orders and applications to become an authorized Rinehart Racing dealer can be placed at (877) 264-8282.
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