Drag Illustrated Issue 151, December 2019 | Page 60

■ After partnering with D rag I llustrateD for the
30 Under 30 list a year ago for the first time,
ididit enjoyed it so much the company is back
again as a supporter for 2019.
The aftermarket steering column manu-
facturer experienced first-hand the benefit
of working closely and helping to honor the
up-and-coming standouts within the industry,
something that continues to be critical for the
Tecumseh, Michigan-based company.
“We’re extremely happy to be involved with
this great program,” says Eddie Mohr, ididit
Senior Sales Representative. “It’s so important
to have the younger generation motivated in
the sport to help propel it forward. We love to
endorse these programs and just the recognition
someone can get for getting on the list.”
It also puts ididit’s popular line of steering
columns at the forefront of some of the bright-
est young minds in the sport. That’s vital for
the growth of the company, which is constantly
focused on research and development. They’ve
discovered that supporting the 30 Under 30 list
has been a great way to reach the sport’s next
generation.
“From our perspective for our performance
brand, we’ve been able to launch several new col-
umns,” Mohr says. “We like having that younger
generation involved. It allows us to grow, allows
for better R&D and helps bring to light more
lightweight products for them to use.”
The company has put a premium on innova-
tion for more than 30 years when the company
started in 1986 in a small garage. Now, ididit has
become a leader in a category that has plenty
of potential for growth. Ididit has pushed the
envelope, releasing a variety of new products,
including the new Pro-Lite Builder Column,
which was introduced in October.
The lightweight steering column weighs
just six pounds, has five inches of collapsibil-
ity and is also equipped with self-canceling
electronic turn signal switch and four-way
hazards. It comes equipped with a two-piece
collapsible shaft, making it an ideal fit for
street and strip.
It’s one of several new columns ididit has
released, and Mohr suggests the company isn’t
slowing down in that regard.
“Our biggest focus is to continue to launch
new products and continue to have a healthy
R&D program,” Mohr says. “That’s a big part of
our business and we want to continue to move
forward with that. The steering column world
is still an untapped market. There’s a lot of di-
rections to take DI
it.” DI — DI JOSH HACHAT
DI DI DI DI
DI DI DI
60 | D r a g
I l l u s t r a t e d | DragIllustrated.com
Issue 151
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