Rinehart Racing parts with CCI, will now go dealer-direct

Publish Date: 
Oct 8, 2012

ASHEVILLE, N.C. - Beginning in January, Rinehart Racing products will no longer be distributed through Custom Chrome. The company said it will sell its products dealer-direct via phone, email, fax or through its website dealer portal.

"We appreciate everything Custom Chrome has helped us achieve," stated founder and president Gerald Rinehart. "The time comes in any relationship to move forward, and we feel that time is now for our company."

Today's announcement from Rinehart cited a 2011 Custom Chrome corporate restructuring that "dramatically affected the distributor's relationship with Rinehart." The company said changes in the CCI portfolio along with "eliminating significant staff positions and drastically reducing its sales force, both internally and in the road force" led to the decision to sever ties with the California-based distributor.

"Custom Chrome would like to express the appreciation to Rinehart Racing for the last three years of the business partnership as well," CCI president K.C. Cho told Dealernews. "We truly believe Rinehart will continue to prove to be a quality exhaust system for the Harley-Davidson market, and wish them the best of luck in the future. Custom Chrome has some exciting new exhaust opportunities that will continue to provide viable solutions to the dealer network for many years to come."

Rinehart had been distributed by CCI for the last three years. "However, the time has now come to embrace the growing trend of direct sales to our dealer network," said Judd Hollifield, CEO of Rinehart. "Our team is equipped to handle orders and technical related questions as well as provide superior customer service."

The company said that dealer orders, as well as applications to become an authorized Rinehart Racing dealer, may be obtained by calling 877-264-8282.

Posted by Mary Slepicka