Custom Chrome® Hires Industry Veteran Kurt Peterson

MORGAN HILL, CA — Custom Chrome® has announced the immediate addition of Kurt Peterson in the position of Media & Events Manager. Peterson’s initial focus will be on public and media relations, advertising, event and market presence and market research.

Peterson brings with him over 14 years of experience in the v-twin industry. His most recent tenure with S&S Cycle as Sales Manager began in 2004. Prior to S&S, Peterson’s industry experience included American IronHorse, Drag Specialties and at the retail level in the Minneapolis / St. Paul area. Peterson, an Army veteran, has built a successful career in sales, marketing, customer support and relationship management within the v-twin industry.

"We are determined to assemble a small but highly experienced and knowledgeable management team at Custom Chrome,” said Steve Veltri, Vice President of Sales & Marketing. “The appointment of an industry insider such as Kurt to this important role is significant. It shows that we mean business and that serious industry professionals are coming to realize and acknowledge that".

Peterson is an avid v-twin enthusiast and has designed and built several "one off" customs. This year Peterson participated in the AMD Official World Championship of Custom Bike Building in Sturgis with his entry “Lil Evil”. Peterson is also an avid drag racer and has participated at various levels including AHDRA & FLASH starting in the early nineties.

“This is an exciting time for my family and I,” says Peterson. “I learned a lot during my years at S&S and hopefully brought a few things of value to their organization along the way. I am excited about this new opportunity and hope I can live up to my own expectations as well as those of Custom Chrome.”

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About Custom Chrome

Custom Chrome, a division of DAE-IL USA, Inc., designs, manufactures, markets, and distributes aftermarket motorcycle parts and accessories and does business as Custom Chrome, Santee, Jammer, Custom Chrome Europe and Custom Chrome Asia. The Company is one of the largest independent suppliers of aftermarket parts and accessories for Harley-Davidson^® motorcycles and commands significant market share in the broader motorcycle industry. With thousands of unique product offerings, Custom Chrome anticipates and fulfills the aftermarket needs of the v-twin motorcycle industry through a network of independent dealers throughout North America, Europe, and Asia/Pacific. To learn more please visit: www.customchrome.com.