NATDA Magazine Sept/Oct 2018 NM_Sept2018 | Page 74

A proven character trait since its early relationship with Alcoa, Phoenix USA’s ability to work together with OEMs has given the company a chance to develop products at a record pace. However, those relationships extend well beyond business-to- business meetings. “On the second front, our focused teams attend more than twenty industry related vehicle and equipment trade shows annually - generating pages of notes and photos. Our leading customer service group takes more than 26,000 product related calls every year,” Bella continues. “All of this keeps us very much in tune with customer wants and needs.” After these avenues have determined a product need, a team of Phoenix USA designers and engineers with more than fifty combined years of manufacturing and global logistics experience, develops specifications to provide to global suppliers. With tools such as AutoCAD, 3-D modeling for in-house prototyping and inspection abilities, the team works to hone in on and create the envisioned product. Cherokee Furniture Manufacturing Company began in 1960 and operated for nearly a quarter century in Cookeville, Tennessee. The company’s fleet of fifteen trailers and eight power rig units were equipped with “hot-forged”, aluminum wheels bought directly from aluminum pioneer Alcoa. In 1984, the company met a devastating end when a fire destroyed its facility. Thankfully, the company’s strong relationship with Alcoa, along with valuable experience in the transportation industry, led to the creation of a new, opportunistic endeavor – Phoenix USA. No longer manufacturing furniture, Phoenix USA developed into a leading manufacturer of value-added enhancement accessories, including wheel trim and storage products, for numerous segments of the automotive and transportation vehicle industries. These accessories tend to be “the fashion industry” of the automotive world – as such, they can quickly change and evolve into the latest trends. So how is a manufacturer to keep up or anticipate demand? One of Phoenix USA’s products to complete this process is the NF14 – a D.O.T.Liner® for the 2WD Ford 16”, 6-lug, dual wheel transit van. Phoenix USA worked closely with the OEM to ensure the optional wheel liner was available to customers, through Ford or Phoenix USA, when the new van model was unveiled. Throughout Phoenix USA’s thirty-three-year history, its process of working closely with other companies has produced more than twenty patents, eleven trademarks and decorative wheel trim for more than 95% of trucks on the road today, not to mention numerous other aftermarket accessories. Phoenix USA is proving to set an example as a company looking to meet needs rather than simply make products. According to them, including customers in the product development process only helps to ensure a sales-viable product and satisfaction for all involved. According to John Bella, Phoenix USA’s Director of Technical Services, it requires attention on two fronts by everyone on the Phoenix USA team. “Some of the most viable industries we work with include towing and recovery, trailer manufacturing, the automotive aftermarket, emergency service vehicles, motor coach and construction/utility equipment,” Bella says. “We work closely with the major OEMs in these industries to create products directly for them. We’re working on standard and optional accessories at the same time the equipment manufacturer is working on an upcoming market need or model.” 74 To learn more about Phoenix USA or for a full line of product offerings, visit www.phoenixusa.com. NATDA Magazine www.natda.org