Rhino Linings Founder Sees Opportunity in Challenging Environment

NEW ORLEANS, Jan. 15 -- Despite vehicle production in North America dropping by about one million vehicles and the big three have reacted 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 industry have seen a dramatic slow down in sales, the sprayed-on bed liner market is still going stronger than ever.

``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 light trucks and SUVs on the nations highways, and while there has been relatively slow growth in the accessories portion of the aftermarket industry (2 to 3 percent) the performance accessories (such as bed liners) portion has grown by an exceptional 8 percent (Frost & Sullivan Research). Rhino Linings annual growth is an average of 20 to 25 percent.

Accessories that provide function 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 their vehicles longer or use the aftermarket applications for higher resale values.

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

He believes that 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 the 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 the business and more aggressive than ever before in promoting our sprayed-on lining product.''

``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 bedliners 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.''