Vendor Newsmaker Q&A Bryan Baker

April 28, 2014
Partnering with apparel-producer Under Armour, A.R.E. has created an award-winning customized truck to benefit the Wounded Warrior Project.

Partnering with apparel-producer Under Armour, A.R.E. has created an award-winning customized truck to benefit the Wounded Warrior Project.

Founded in 2003 by a group of American veterans, the goal of the non-profit organization is to provide support for the severely wounded and help them to recover – both physically and mentally – with the mission of “protecting the honor and empowering wounded warriors.”

“A.R.E. employs over 80 U.S. veterans, and as a salute to them and all of our veterans we dedicate this truck to you,” says Bryan Baker, A.R.E.’s marketing director.

To help spread the Wounded Warrior Project’s message, the vehicle has been touring the country with stops at the Country Music Association Festival, Ground Zero in New York City, Wounded Warrior Project events, athletic contests, auto shows and outdoor expositions.

A.R.E. garnered two General Motors Design Awards for the customized Wounded Warrior Project 2014 Chevrolet Silverado, which made its debut at the 2013 Specialty Equipment Market Association (SEMA) Show. The company clinched awards as “Chevrolet’s Best New Off-Road Silverado” and “Best New Chevrolet Interior.”

“It’s an honor to have Chevrolet recognize our truck build as the best out there in two categories,” Baker says. “The fact that the build was centered around such a worthwhile cause makes this even more special.”

Baker recently answered a series of questions posed by Aftermarket Business World:

Q: How did this project come about?

A: A.R.E. has worked with the Wounded Warrior Project in the past on smaller projects and wanted to expand the partnership as well as help spread the organization’s message: To support and encourage experiences that contribute to an independent and quality of life for veterans.

Q: What are the vehicle’s details?

A: Featuring an A.R.E.’s Z Series Truck Cap, the truck was built by Trent’s Trick Upholstery, Lynch Concepts and A.R.E. Outfitted for serious off-roading, the truck has wheels from BMF, suspension from Skyjacker, Hellwig Sway Bars, Toyo tires and an AutoHome USA Roof Top Tent System. The prizewinning interior included products from BedRug and a speaker system from KICKER.

Other contributors and elements include: Magnaflow Exhaust, N-Fab Side Steps and Bumpers, Warn Winch, Surco Safari Roof Rack Basket, Yakima Whispbar HD Roof Rack, Bushwacker Fender Flares, Monster Hook Hitch Hooks, BOLT Receiver Lock, Rigid Industries LED Lighting and Front Grill, Oracle LED headlights and Accent Lighting, Axalta Coating Systems Paint, Reikken Performance Battery Cells, TruckVault – Lockable Truck Bed Storage Vault, BedRug – Carpeted Bedliner, Airaid – Cold Air Intake, APM Automotive – Functional Ram Air Hood and Topline Accessories – Lug Nuts.

Q: Do you employ veterans at your business?

A: Eighty veterans are employed at A.R.E. We utilize Bradley-Morris Inc. for recruitment and we receive information on job fairs for veterans.

Q: What are your manufacturing capabilities?

A: We have three manufacturing facilities located in the Ohio communities of Massillon, Mount Eaton and Dundee. The headquarters in Massillon manufactures our full line of fiberglass caps, tonneau lids and custom molded products. The Mount Eaton facility manufactures specialty and custom molded fiberglass products as well as the Site Commander. The Dundee facility manufactures Deluxe Commercial Unit (DCU) and Classic Aluminum Series truck caps.

Q: Do you sell any of your products to the military?

A: Deluxe Commercial Units have previously been sold to the National Guard, Army and Air Force, and the Navy has purchased SpaceKaps.

Q: What markets do you aim for?

A: Outdoor excursions for consumers who use their trucks to camp, hunt or fish; commercial vehicles and fleets

Q: What are some of the products that you sell?

A: Fiberglass truck caps and tonneau covers.

Caps: X Series, Z Series, MX Series, CX Series, TW Series, V Series, Deluxe Commercial Unit (DCU), Overland Series, Site Commander, ToolMaster Series and Classic Aluminum Series.

Tonneau Covers: LSII Series, LSX Series, LSX Ultra Series, LT Series and WorkCover LS.

Q: What is your cargo glide product?

A: A.R.E. now offers its customers to customize their caps and tonneau covers with accessories. There are five CargoGlide bed units, with extensions that range from 70 percent to 100 percent, available for A.R.E. products. Built with a strong steel frame and sturdy side-thrust roller bearings, CargoGlide units deliver a smooth slide, even on uneven ground. They are constructed to last, especially in commercial applications, and can help prevent driver injury.

Q: Do you sell directly to consumers?

A: A.R.E. products are sold through a network of more than 650 independent authorized dealers.

Q: Are you seeking additional dealers for your products?

A: Yes, in select markets that A.R.E. products are currently not being sold.

Q: What are the requirements to become a dealer?

A: Dealers must have the capacity for storage and be located in protected territories that are not in conflicting areas of other A.R.E. dealers. We offer installation training, point of sale materials and national advertising support.

Q: Do you market internationally?

A: A.R.E.’s products are sold in Canada and Puerto Rico. There are a few A.R.E. dealers that export our products to Mexico.

Q: What are some of your other noteworthy project trucks?

A: A.R.E. truck caps and tonneau covers are on several DUB Magazine project trucks, including the Harley Davidson and Monster Energy trucks. Also Tom Holm’s EcoTrek, Clay Croft’s Expedition Overland, Goodguys’ AutoCross Support Vehicle and Kelly Fromm’s Fallen Warrior.

Q: Are these constructed in-house, or do you enlist the services of an outside customizer?

A: A.R.E. does build their own project trucks and also supplies truck caps and tonneau covers to recognized project vehicle builders.

Q: What is your involvement with industry trade shows and consumer car/truck shows?

A: A.R.E. is highly active in exhibiting at industry and consumer shows, including the Utility Products Conference & Exposition, Great American Outdoor Show, NTEA Work Truck Show, NAFA, Off-Road Expo, DUB Show Tour and SEMA. A.R.E. is also a sponsor of Bassmaster’s fishing tournament series. In 2013, A.R.E. served as a presenting sponsor of Bassmaster’s All-Star Military Appreciation Tournament.

Q: When was your company established?

A: A.R.E. was founded in 1969 by Sal Gatti and Aden Miller in Mount Eaton, Ohio, manufacturing aluminum caps and storage buildings. In 1970, A.R.E. began manufacturing wood frame caps with interior paneling, and by 1979 the company started manufacturing deluxe commercial work caps. By 1982 A.R.E. began manufacturing fiberglass truck caps, and in 1989 started manufacturing fiberglass tonneau covers.

Q: Does a tonneau cover affect fuel economy?

A: According a study conducted by Western New England College's Department of Mechanical Engineers, “The best way to reduce drag, and improve gas mileage for pickup trucks, is to add a tonneau cover.” The study yielded gas mileage savings of 8 percent by adding a tonneau cover to a Dodge Ram.

Q: Will a given tonneau cover fit other models of trucks?

A: No, each fiberglass tonneau cover is custom made for a specific year/make/model truck.

Q: How do you ensure that a cover or cap matches the finish on the original truck?

A: A.R.E. matches the vehicle paint code using a state-of-the-art factory painting system to achieve the closest possible paint match. It matches the truck’s vehicle identification number (VIN) with the best available paint formula for a custom look from Axalta Coating Systems, formerly DuPont Performance Coatings. Additionally, the Dundee facility features a state-of-the-art water-based paint system that is environmentally friendly and offers OE-quality finishes for commercial truck covers.

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About the Author

James Guyette

James E. Guyette is a long-time contributing editor to Aftermarket Business World, ABRN and Motor Age magazines.

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