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Performance & Hotrod Business February '14

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Petersen Museum Names New CMO The Petersen Automotive Museum in Los Angeles has hired Adam Langsbard as its new chief marketing officer (CMO). In his new role, Langsbard is responsible for all marketing operations, including sponsorships and partnerships, advertising, creative direction, public relations and digital media, according to the Petersen Museum. "Adam's experience in entertainment, interactive and advertising industries and his innate ability to find long-term partners will help the museum tell the stories of the people and machines that have changed the world," said Terry Karges, Petersen executive director. "This addition to our team is vital as we grow to the next level." Langsbard's resume includes director and vice president roles at agencies and studios such as Sony, Paramount, New Line Cinema and 20th Century Fox. His key accomplishments include helping launch and manage Fox's Branded Entertainment division, managing Sony's promotions department, crafting Paramount's first corporate website, and launching the DVD platform alongside Toshiba, Phillips and Panasonic, according to Petersen. For more than six years, Langsbard also owned King+Lang Media, where he developed marketing and promotional content for entertainment and Fortune 1000 clients. "This couldn't be a more exciting time to be working at the Petersen," Langsbard said. "The museum is gearing up for a transformation that will make it one of the most talked about architectural stories since the Disney Concert Hall. The museum experience inside will be just as stunning. I'm looking forward to working with agencies, OEMs and corporate partners to help the Petersen emerge as the cornerstone of Museum Row and the Miracle Mile in Los Angeles." Since joining Petersen in October, Langsbard has developed and secured sponsorship deals with major manufacturers including Kia. He also helped Petersen achieve its annual fundraising goal by establishing partnerships and branded sponsorships, including a new relationship with Jaguar, according to the museum. Cosworth Partners with Nameless Performance Northampton, U.K.-based Cosworth Group recently finalized a strategic partnership with Torrance, Calif.-based Nameless Performance, a developer of performance exhaust components. Under the partnership, Cosworth and Nameless will combine their capabilities to develop high-performance exhaust and tuning solutions for delivery to the aftermarket through Cosworth's global distribution network, according to a press release. "Our partnership with Nameless Performance is a significant strategic move, given the dedication of both companies to technical innovation and engineering excellence," said Mark Holcombe, head of aftermarket services for Cosworth. "It is an alliance that will enable us to jointly develop a wide range of best-in-class performance solutions for our customers." The first product to come from the new alliance is the Cosworth power package for the BRZ/FR-S' FA20 engine. Nameless collaborated with Cosworth to jointly design and engineer the solution, which includes a fully tuned stainless steel exhaust system, a bespoke 4 into 2 into 1 exhaust manifold and a high-flow sports CAT, the press release noted. 12 n Performance & Hotrod Business PHBFEB.indd 12 n Most Americans Have Never Gone Diesel Honeywell Turbo Technologies, Plymouth, Mich., recently conducted a survey revealing that 70 percent of Americans have never driven a diesel-powered vehicle. The online survey was conducted among 3,000 adults ages 18 or older in the U.S. by Harris Interactive on behalf of Honeywell in September. The survey revealed that consumers were familiar with the benefits of diesel despite lack of diesel driving experience, according to Honeywell. For example, 65 percent of survey participants said diesel engines can produce more power than traditional gasoline engines, and 59 percent of adults and 56 percent of millennials said they believe running diesel fuel is more efficient than gasoline. "Turbocharged diesel engines have an opportunity to make an impact with today's younger car buyers who understand and even prioritize the fuel economy advantages of the technology, but have not yet been able to drive one," said Terrence Hahn, president and CEO of Honeywell Transportation Systems. Good handling was designated by millennial survey participants (47 percent) as the top factor that makes a car "fun to drive," followed by fuel economy (23 percent), speed (16 percent) and horsepower (8 percent), according to Honeywell. Honeywell has doubled its estimate for U.S. diesel sales penetration by 2018 from 3 percent to 6 percent. By 2018, diesel and gasoline turbo engines combined are expected to account for about 20 to 25 percent of U.S. new-vehicle sales. Hot Rod Brands Acquires MSD Hot Rod Brands, an affiliate of Z Capital Partners, recently acquired El Paso, Texas-based MSD Performance Group (MSDP), which sells products under the MSD, Racepak, Powerteq, Edge and Superchips brands. MSDP filed a voluntary Chapter 11 bankruptcy protection petition in September, according to a press release from the company. "Our restructuring allows us to be positioned for substantial growth through an even greater ability to serve our customers with new, innovative product offerings and a higher level of customer service," said Ron Turcotte, MSDP's CEO. Z Capital is a private equity firm with about $1.2 billion of regulatory assets and committed capital with offices in Illinois and New York. The group leverages its operational expertise by actively working the management teams of its portfolio companies to enhance enterprise value, the press release noted. "We are excited to add MSDP to the Z Capital portfolio of companies and believe it to be a terrific growth platform," said James J. Zenni, president and CEO of Z Capital. "We will work with the management team to continue to be a market leader and deliver cutting-edge products to our loyal customer base. MSDP represents substantial brands within the performance segment and we look forward to further solidifying and growing that brand recognition." February 2014 1/3/14 12:02 PM

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