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March 12, 2007 – Custom Chrome veteran to focus on emerging markets in Asia

Custom Chrome veteran Ed Martin will lead the newly established Custom Chrome Asia Pacific business unit and focus on emerging markets, the company announced.
“As we look at the overall global market, we see a tremendous opportunity to grow in the Asia Pacific region,” Dan Cook, CEO of Global Motorsport Group said in a press release. “While we already have a strong presence in Japan, we still see opportunities to expand. Additionally, Australia and New Zealand are robust markets and we view China, though still emerging, as a future opportunity due to its scale.”
Martin has more than 35 years of experience in the V-Twin industry. He owned and operated a Harley Davidson franchise in the 1970s and early ’80s, led major initiatives for Custom Chrome during his long tenure with the company, which included serving as president of its Chrome Specialties division.
Martin also has a unique understanding of the Asian market and culture, having grown up in Japan.
Martin said he plans on splitting his efforts between setting up a local presence both in Japan and Australia, and supporting the marketing team in Morgan Hill in developing its brands and strategies.
Newly Created Role
In a move at reinvigorating its new product development pipeline, Custom Chrome hired an experienced executive, Peter Amenda, to fill the newly created role of vice president of category management.
“We are adding people to our team who not only understand the business, but also understand the end consumer because they are one too,” Custom Chrome President Holger Mohr said of Amenda. “Pete is not only a rider, but he also has amazing experience working at Harley-Davidson, General Motors and some other great companies.”
Amenda’s experience includes leadership roles focused on brand management, product and channel marketing, lean manufacturing as well as product line strategy development. His roles at Harley during a period of eight years ranged from product plant manager to general manager, Performance Parts. Amenda also applied his areas of expertise to other globally recognized companies, including GM.
In addition to hiring Amenda, Custom Chrome announced that it has hired a new outside sales manager for the West Coast, Walter Clark. psb

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