Rhino Linings Founder Sees Opportunity in Challenging Environment

SAN DIEGO, Oct. 29 -- Despite vehicle production in North America dropping by about one million vehicles this year and the big three reacting by laying off thousands of workers, Rhino Linings USA, Inc. continues to grow, recently surpassing the 500-dealer mark. While other segments of the automotive aftermarket have seen a dramatic slowdown in sales, the sprayed-on bed liner market is growing stronger every year.

``Consumers are interested in keeping and protecting their vehicle investments for a longer period of time,'' explains Russell Lewis, president and founder of Rhino Linings USA, Inc. ``In this market, sprayed-on truck bed linings have become a necessity, not just an accessory.''

Research supports his thinking. There are currently 59 million pick-up trucks and SUVs on the nation's highways, and while there has been relatively slow growth in the total accessories aftermarket (2 to 3 percent), the performance accessories (such as bed liners) have grown by an exceptional 8 percent (Frost & Sullivan Research). Rhino Linings' annual growth is an average of 20 to 25 percent.

Functional accessories own a major share of the $24.8 billion specialty automotive industry at 55.6 percent. Projections continue to show the bed liner industry growing, as consumers keep vehicles longer or use aftermarket applications for higher resale values.

``Rhino Linings continues to be a major profit center for retailers looking to stabilize their businesses during this economic downturn and to increase both sales and their bottom line,'' comments Lewis.

He believes businesses that recognize and adapt to consumer changes can make gains even in this new economy.

``We have always understood that the most critical part of our business is meeting consumers' wants and needs. This understanding has been a major part of our success. Rhino Linings dealers can improve their businesses during this economic downturn by aggressively marketing their businesses and paying closer attention to their customers,'' explains Lewis.

Seizing the opportunity in a tough economic environment has been one of Lewis' strong points during his business career.

``We successfully pioneered this industry during the late 1980's when times were tough,'' says Lewis. ``We have grown exponentially through 13 years of economic expansion, and now the country is again facing tougher economic times. Today we are more proactive in finding business and more aggressive than ever before in promoting our sprayed-on lining products.''

``Rhino Linings' sales, marketing and distribution network continue to be a core strength and the driving power behind our superior product,'' continues Lewis. ``Rhino Linings USA, Inc. will not only become stronger, we will continue to lead and innovate with exceptional products and comprehensive support to our dealers,'' promises Lewis.

Lewis pioneered the sprayed-on polyurethane truck bed lining industry in the United States. Rhino Linings USA, Inc. introduced sprayed-on bed liners to the United States in 1988 and has been the industry leader for the past 13 years, opening over 500 dealerships nationwide and expanding globally in over 50 countries with more than 800 dealers.

``There are two ways we can react to these changes: we can ignore them or search for a way for them to work in our favor,'' says Lewis. ``As the industry leader, it is our role to create change, to be one step ahead of the market.''