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American Force Wheels Names National Sales Manager

Mar 22nd, 2013 | By | Category: Industry News

Considered one of the industry’s veteran wheel and tire professionals, Shelly Urwiler has been named national sales manager for custom-built wheel manufacturer American Force Wheels Inc., headquartered in Miami, Fla.

“We’re excited to welcome Shelly to our team to help American Force realize its true potential,” said American Force President Ray Shadravan. “He has in-depth knowledge and many years of experience in the wheel industry as well as solid relationships with the industry’s major distributors. We expect great things and are very much looking forward to having him on our team.”

Urwiler is tasked with new business development, which includes securing new markets for American Force specialty wheels and accessories, while serving existing customers. “American Force products are widely known for unparalleled quality and I’m looking forward to securing a great deal of new and repeat business for the brand,” Urwiler said.

Prior to joining American Force, Urwiler had served since 2008 as sales executive for the West Coast Division of Vision Wheel Inc. From 2005 to 2008 he was outside sales manager for Ultra Wheel Co. in Fullerton, Calif.

In addition, Urwiler served for nearly 20 years at Weld Racing in Kansas City, Mo., working his way steadily up through the ranks. At Weld, he began as OEM sales director in 1984 and eventually was named vice president of sales and vice president of distribution, roles he held from 2000 to 2004.

For the 12 years preceding that position, Urwiler worked for Reliable Automotive in Lenexa, Kan., where he entered the company as a retail sales manager. Over the years he was promoted from store manager to general manager, in both Denver and Kansas City, to corporate wheel and tire division director. He boosted sales from $1 million in 1976 to approximately $25 million in 1983. He also authored the company’s wheel catalog and co-authored the company’s main marketing catalog.

Urwiler began his career in 1969 at Firestone Tire and Rubber Co. in Sioux City, Iowa, where he began as a tire tech and earned three promotions in three years, becoming retail sales manager in 1971.

An active volunteer within the automotive aftermarket industry, Urwiler has served four terms as a select committee member of the Specialty Equipment Market Association’s Wheel Industry Council, as well as serving as subcommittee chairman in 1999. His many contributions to the aftermarket wheel industry have earned him two nominations for the council’s lifetime achievement award.

Made in the USA, American Force Wheels, Inc. has been using the latest technologies and finest materials to manufacture aftermarket wheels for the commercial market, since 2003. For more information, write to 12019 SW 114 Pl. Miami, Fla. 33176; call 786-345-6301 or 800-620-6259; email; or visit