August 25, 2021 – We are proud to welcome Driven Lighting Group (DLG) to the Wheel Pros brand family. DLG is an industry acclaimed designer and online retailer of aftermarket automotive lighting products and will serve as a significant addition in our strides to consistently expand our product portfolio. DLG’s track record and performance-forward philosophy, paired with a reputation for quality, aligns perfectly with Wheel Pros’ commitment to brand excellence.
Wheel Pros is dedicated to serving our team of vendors, employees, and enthusiast community by providing distinguished products through our renowned brand lineup and quality service.
ABOUT DRIVEN LIGHTING GROUP
Founded in 2005, DLG established the market for performance lighting and is the trendsetter within the space. Today, DLG’s portfolio of premium brands cover all lighting categories including complete assemblies, bulbs, off-road lighting and accent lighting. The extensive product offerings serve a diverse customer base, all of which is fueled by its sophisticated digital marketing and white glove customer service.
DLG has established brands, such as Morimoto and Profile Performance, and in-house product development capabilities that deliver high performance, quality products. DLG’s creative content engine and e-commerce platforms have attracted a large community of enthusiasts and wide customer base ranging from hobbyists to performance-driven consumers. DLG is a prominent name across multiple social influencer communities as well, these include: HID Planet, Headlight Junkies, Better Automotive Lighting, and Headlight Revolution.
“We’re excited to join the Wheel Pros organization and leverage their design expertise, scale and operational footprint to accelerate growth. We’ve witnessed what they’ve been able to do in other adjacent categories such as suspension, and we believe together we can rapidly grow lighting in the large enthusiast market,” said Brian Reese, CEO of DLG.
WORDS FROM RANDY WHITE, CO-FOUNDER & CEO
“We are thrilled to welcome DLG, its talented employees and customers to the Wheel Pros family. We’re impressed with DLG’s rapid growth and strong market position with brands like Morimoto and online properties like The Retrofit Source and Headlight Revolution.”
“We believe the lighting category is a natural extension of our portfolio of aftermarket vehicle enhancements, and with DLG we can continue increasing penetration of a large white-space opportunity. We look forward to leveraging our scale and infrastructure and working with the DLG team, including Matt Kossoff, Chief Product Officer and founder of The Retrofit Source, and Chris Nelson, Chief Marketing Officer and founder of Headlight Revolution, to accelerate growth of the enthusiast aftermarket lighting category.”
