Custom Chrome returns to Indy in 2012

Publish Date: 
Jan 2, 2012

After a long absence from Indy, Custom Chrome’s familiar five-sided dome returns to the showroom floor next month. The distributor was one of the first companies to sign up as an anchor tenant for the American V-Twin Dealer Show.

“This will be our primary focus for the dealer network in 2012, and then we’ll also attend several consumer shows,” says Gerry Bruce, VP of operations.

Custom Chrome will not host a dealer show as it has done the past two years. “We had to make a decision, and we decided to concentrate our efforts in the Indy show,” Bruce says. “We like the way they have promoted the V-twin portion of their show and expect that to reflect in the attendance.”

Bruce was promoted to his leadership role in November after working at Custom Chrome for seven years, most recently as manager of the national road force. He reports to K.C. Cho, who recently replaced Holger Mohr as president and CEO. Originally from South Korea, Cho has been stationed at Custom Chrome’s California headquarters ever since RevTech engine maker Dae-il Corp. bought the distributor in 2008.

Bruce looks forward to meeting with dealers at the show. “Any time we’re going through changes, they’re going to be curious,” he says. “We’re definitely going to be a viable distributor in 2012 and move forward.” Custom Chrome’s dome booth will encompass a 1,200 sq. ft. space holding several product kiosks and custom motorcycles. Dealers will see the latest from house brands RevTech, Santee, Motor Factory and Jammer Cycle Products.

Also on display will be many products from other V-twin brands. Custom Chrome now offers more than 200 vendors and more than 15,000 SKUs. Three warehouses in California, Missouri and Pennsylvania offer next-day service to a majority of the country.

Parent company Dae-il USA is further bolstered by a strong international business, most notably from Germany-based Custom Chrome Europe. “They’re still growing and are a substantial part of our company,” Bruce notes.

This story originally appeared in the January 2012 issue of Dealernews.