Expanding Your Portfolio To Meet Customer Demand With Lance Bullock of OE Wheels

Lance Bullock is President of OE Wheels, where he has worked since early 2006. He has used his background in finance and operations to contribute to the overall modernization, direction, and growth of the company. Under Lance’s leadership, OE Wheels has grown to become the largest independent replica wheel distributor in North America and is the parent company to 4Play Wheels and Defiant Wheels.

In this episode…

What should you do when demand outgrows what you have to offer? You expand your portfolio. That’s exactly what OE Wheels did, according to Lance Bullock. He says when wheels started flying off the shelves, OE forged a path to manufacturing: changing finishes, sizes, and some offsets. Eventually, OE Wheels evolved into a bit of an aftermarket replica company and started adding brands. Lance hired a designer and brand manager, and OE Wheels became the parent company to two new wheel brands: 4Play Wheels and Defiant Wheels.

On this episode of Gain Traction, Lance joins Mike Edge for a conversation about the growth and evolution of OE Wheels. Lance tells the story of how he left the corporate world to work and learn from his uncle. He talks about the blunt mentoring he received when he got there and the operational improvements that he recognized were needed. Lance explains how and why OE Wheels expanded its portfolio and grew the brand. Don’t miss it!

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

• Lance Bullock explains where he first became exposed to the automotive industry
• Why Lance left the corporate world to work for OE Wheels
• Where Lance first applied his vision upon starting with the company
• How OE Wheels chooses the brands it sells
• Lance shares his proudest moment during his time with OE Wheels
• What makes OE Wheels confident the new wheels it sells will be popular among consumers?
• Why having a mentor can be more valuable than reading a book

Resources mentioned in this episode:

• Lance Bullock on LinkedIn
• OE Wheels
• 4Play Wheels
• Defiant Wheels
• Mike Edge on LinkedIn
• Tread Partners

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