Custom Chrome Names Gerry Bruce Vice President of Operations

If you wonder what is going on at Custom Chrome since the resignation of President and CEO Holger Mohr, at least one news I can report.

DAE IL-USA Inc DBA Custom Chrome, today announces that Gerry Bruce has been promoted to the position of Vice President of Operations. In this new role Gerry will report to the new President & CEO, KC Cho and will provide overall direction and guidance to the operational activities of the organization as well as day-to-day leadership and management to all company operations functions.

 Gerry will be responsible for the Directors and Managers of Logistics, Purchasing, Sales & Marketing and will be based in Morgan Hill, California.

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33 Responses to “Custom Chrome Names Gerry Bruce Vice President of Operations”


  1. 1 Ron S Nov 30th, 2011 at 8:47 am

    Gerry has a lot of real world experience both on the dealer side of this industry, and in management.Congrats Gerry.

  2. 2 Ski Nov 30th, 2011 at 12:20 pm

    CCI could not have picked a better leader. I have worked side by side with Gerry at numerous venues and he has repeatedly showen his expertise in the motorcycle industry. Kudos Mr. Bruce, you deserve all the rewards for your dedication and hard work. Ride safe.

  3. 3 john Nov 30th, 2011 at 1:02 pm

    wow will he bring back some old people to get the job done

  4. 4 Joe Cree Nov 30th, 2011 at 3:10 pm

    Problem is Dae Il doesn’t want to put more money into keep CCI alive. That’s why Holger walked away I believe. Their order fill rates aren’t all that great anymore and from what I hear the Revtech line of motors and trannys is done too.

  5. 5 Digger Nov 30th, 2011 at 7:16 pm

    Gerry is a great guy. Worked with him on many levels…Congrats to you my friend, but again, he’s the VP of Operations, not the CEO like Holger was. He’s basically taking over what Steve Veltri was when CCI let him go 10 months ago.. So CCI is STILL out of a CEO who knows what to do with a company.
    Not so sure CCI has what it takes to come back… AGAIN and I’m sure the Koreans are pretty tired of dumping money into a No-Win situation.

    my .2 cents
    -D

  6. 6 666 Dec 1st, 2011 at 10:02 am

    It looks like the days are numbered. CCI needs cash to survive. They need to pay their suppliers and get inventory on the shelves. Unfortunately daiel korea has grown tired of the constant spending with no returns. It really will not make a big difference who they hire or promote. No cash no future. Hasta la vista CCI

  7. 7 The Supreme Team Dec 1st, 2011 at 7:15 pm

    Couldn’t care less about them at this point with the way they handled last ‘go round. Hope their vendors at least get paid this time.
    Apparently they went with the American Ironhorse business model.

  8. 8 High Voltage Dec 1st, 2011 at 7:35 pm

    The Supreme Team, not really sure you have your information correct. We were a CCI vendor before the Koreans bought the company from Cerberus and we were paid by the Koreans. In fact after the Koreans took over in March of 2008 the Koreans had by June of 2008 had paid out about $7M to vendors for vendor payments owed by Cerberus. Check the Delaware court records……………………

  9. 9 The Supreme Team Dec 2nd, 2011 at 1:34 pm

    High Voltage,
    I am ABSOLUTELY am aware of what went on. Do you realize folks like us were sued by CCI’s “creditors” for preferrential payment? I got paid for product that I shipped to them a few months before they BK’d, was never contacted any further regarding returning it, etc. then was sued 2 years later because I got paid for my goods.
    Wait…it gets better…they sold all that product out to Biker’s Garage, etc. on Ebay, further lessening the value of my product…again..I NEVER was contacted regarding returning product due to their issues, but I was sued because I got paid and others did not.
    It’s my understanding they’re in debt as much as they were in 2008 (around 26 million) and all my industry friends have been bitching for a year straight telling me to stay away from them because they’re not paying bills. CCI has been put on COD or credit limits wherein they do not get product until their last bill was paid.
    I’m not one to usually air dirty laundry, but CCI has become a joke. Sad that Dae Il did not see it coming.
    Care to elaborate on anything else High Voltage?

  10. 10 Joe Phillipson Dec 2nd, 2011 at 1:39 pm

    Being one of Custom Chromes first vendors I just want to let everyone know that when The Koreans took over from Cerberus we were paid in full and so was every other vendor I spoke to.. They were late and way over due but we were paid. If they had not paid their vendors there would have been no chance of them surviving at all. Nace knew that and made sure it was done. For us vendors if Custom Chrome goes under that leaves Drag and Tucker. Only two distributors that do volume. Remember when there is only one game in town, they rule. I wish the Koreans all the luck in the world. We are all going thru a slow period right know but I can see it coming back slowly, but it is coming back. We were up this year about 24% as opposed to the last 4-5 years of breaking even or a very small increase. Hang in there CC and bring in more people like Gerry and you will make your come back. You were on top once and you can do it again.

  11. 11 666 Dec 2nd, 2011 at 1:50 pm

    I believe the hand writing is on the wall. It really comes down to the koreans. Come up with another boat load of cash , sell the thing and run or just let it slowly but surely die.. No one person experienced or not can save it without a lot of funding. Game over

  12. 12 Rider2 Dec 2nd, 2011 at 2:54 pm

    Let me give you a couple of comments…. The only reason why the vendors got paid is because the Koreans let OUTSIDE people clean this mess and pay the vendors. Nace was one of them and everybody should be thanking him to do this because he could have told everybody to suck it. The problem is that the money the Koreans invested was used to pay off debt, not to buy more inventory or fix anything.

    The extra money they put in since then was used very incorrectly with expensive marketing campaigns that didn’t work, shows sponsorships, a website that seems to have been put together by a bunch of guys in India, and more importantly bringing stupid products that nobody wants just because the management team was listening to the wrong people. A good example… what do they have for exhausts to compete with Drag? Exhausts being the top seller in the V-twin market……

    Unless the Koreans listen to external people of this industry, people with a strong business background, looking at cleaning house, returning products that don’t sell and putting a new team together, CCI will slowly die. Gerry is a good guy but I bet you he can’t go buy a Subway sandwich without an okay from the Koreans.

    Either they change their strategy or we can all see where this is going to end. And the beauty of this is that the other 2 distributors don’t have to spend more money competing with CCI, they just have to wait until they close their doors…

  13. 13 The Supreme Team Dec 2nd, 2011 at 5:24 pm

    Joe…you kiss ass….LOL

  14. 14 Ben Kudon Dec 5th, 2011 at 10:42 am

    Congratulations Gerry! If you need any advice just give me a call!

  15. 15 JP Dec 5th, 2011 at 4:17 pm

    well, I just got a list of CCI’s discontinued items and the fact that it has over 2600 items that are now disco’d pretty much says it all.. ouch!

  16. 16 666 Dec 5th, 2011 at 4:45 pm

    In the immortal words of Dandy Don Meredith “Turn out the lights The partys over” !!!

  17. 17 nitrobil Dec 5th, 2011 at 5:14 pm

    Congratulations Ben on congratulating Gerry !!!! Careful now Gerry, we all remember the last advice Ben had for CCI with bringing in Rite Aid bucks and turning CCI into a mail order internet Company. Cerberus had to buy all the Public stock and bring it back Private. CCI has never recovered from that whole deal. LOL

  18. 18 666 Dec 5th, 2011 at 6:07 pm

    nitrobil You are correct !!!!!! Maybe the koreans should hire ben. Then do the exact opposite of whatever he suggests !!!!!!

  19. 19 Industry guy Dec 6th, 2011 at 1:40 am

    You do realize that any profits generated by CCI go straight to Korea?

    How is that beneficial to OUR economy?

    Invest in OUR hard working country’s future. Make our economy stronger!! BUY AMERICAN products from AMERICAN OWNED companies!!!

    And whatever you do, DON’T take advice from Ben *snicker*

  20. 20 High Voltage Dec 6th, 2011 at 3:33 pm

    Industry guy has a good point but is he thinking or know for a fact that there “has” been profits since the Koreans bought the company that were sent to Korea. Think Industry Guy is making an assunption about facts that may be incorrect. I.E. has there been any profits to send back to Korea……………… does anyone know for sure?

  21. 21 666 Dec 6th, 2011 at 5:12 pm

    High Voltage , I beleive you know the answer. If there were any profits the koreans would continue to fund as needed. Thats the problem CCI is just a big money pit with no hope of recovery

  22. 22 In the industry Dec 6th, 2011 at 7:25 pm

    Can’t see a personnel change making much difference without cash flow and on hand inventory. Looks FUBAR to me.

  23. 23 JP Dec 7th, 2011 at 7:59 pm

    From what my rep tells me they just axed a boat load of people from CCI…(she obviously wasnt one of them) Cant imgine why!!..

    And I’m sure they canned the people who actually worked hard everyday there too and not upper management. lol

    Lets see, We need to cut costs… what should we do? I know! Let’s layoff 30% of the work force that actually helps generate cash flow to this business!… Great idea CCI. Sheesh!

    All together now “thump thump thump, another one bites the dust!”
    -JP

  24. 24 High Voltage Dec 8th, 2011 at 12:26 pm

    Who is running the insane asylum!!!!!!!!!!!!!!!!!!!!!!!

  25. 25 Proud American Dec 8th, 2011 at 9:57 pm

    Hey Industry Guy!
    Read your “buy American” post & had to laugh! This industry is packed with hypocrites who wear eagles & American flags but will not pay the price for American made products! Great concept & I agree with you but the retail cheapskates trying to save a nickel by buying from some fly by night Internet guy instead of their local, brick & mortar shop won’t pay the premium.

  26. 26 In the Industry Dec 9th, 2011 at 8:44 am

    Have spoke with quite a few manufacturers and they are not selling parts to them due to the fact that they haven’t been paying for past orders. Most items are out of stock with no hope in the near future to have inventory to sell.

    Their discontinued parts list has so many parts from single manufacturers that it is apparent they are dropping the lines. 50+ from Adjure alone (sorry joe). 2500 + parts in all.

    Their road staff has been laid off and I have heard that the number of lay offs company wide are around 25 people. (Merry Christmas from CCI).

  27. 27 Capt. Chaos Dec 10th, 2011 at 3:43 pm

    Having been directly effected by this lay off. I do think it was the right move for CCI by refocusing capital and paying of vendors then there may be a future for CCI. How long will it last???? Gerry is a smart guy with good ideas if he can get the Koreans to back him up CCI may just make it. CCI was a great company in the industry, hopefully someday they’ll be back at the top.

  28. 28 High Voltage Dec 12th, 2011 at 12:29 pm

    Cyril, why is this not re-psted as today’s news i.e. the recent CCI layoffs? Seems as important as the BBC news. Many of the recent lay offs at CCI included staff that had been there for a very long time and who individually contributed to CCI’s sucess when it was a well run company. To save the bottom line CCI/Koreans lay off of this staff just a few weeks before the year end holidays what a compassionate group of individuals. Sure that this wages savings will be just what is needed to pay pass due vendors. Sure KC and Gerry will have a Merry Christams and Happy New Year with thier families……………………………..what a joke…………….. and at the same time a pitty

  29. 29 really quit speculating Dec 12th, 2011 at 11:55 pm

    I’ve read most of these posts a couple are close but some of you guys are way off

    Cerberus was not the company who bought back the public stock it was Stonington group (remember them) DAE-IL makes all the Revtech motors and trannys so you think they want to stop selling them
    Also DAE-IL makes all the Transmissions for Hyundai they are a very profitable company.

    Gerry Bruce is the best bet to keep the company running he has east coast work ethic and understands the value of a buck
    Additionally Gerry has lots of business experience and is a motorcycle guy
    He is also having to make crappy moves (and he knows it) to cut jobs at the worst time of year to do so. But he is protecting the jobs of lots of other people.
    yes they need to pay their vendors and get inventory to sell
    and there are a few people that still need to go
    do you think perhaps the parts they are discontinuing aren’t selling ????

    also it’s DAE-IL industrial Co not DAE LL

  30. 30 In the industry Dec 13th, 2011 at 10:06 am

    to “really quit speculating”

    “DAE-IL makes all the Revtech motors and trannys so you think they want to stop selling them”

    Motors have been mostly out of stock for over a year now. Also, there have been no replacement parts available. Hit and miss at best. DAE-IL makes the motors and owns CCI.

    Care to speculate on that?

  31. 31 James Dec 18th, 2011 at 5:06 pm

    Having been a victim of the infamous 2003 layoffs, looks like CCI still can’t get it right. Back then they laid off all the Brand Managers that had any experience in the industry and promoted inexperienced admins and sales people to run brands. Looks like the “Stonington” business model still has a legacy… Fun fun

  32. 32 Joe Phillipson Dec 22nd, 2011 at 8:27 pm

    This is not the Custom Chrome we all new and loved. DAE.IL bought a almost beyond repair company and did not want to put the money in to save it. They think they can do it by selling the inventory they have. Their purchases dropped to nothing after I got tired of chasing them for payment and put them on a $5,000.00 limit. Even then they had the balls to pay off 3K and ask if they could order 3K more without paying off the 5K in full. I had to chase them for every payment in the last year and a half. I am glad it’s over, now just selling to companies like Drag, Tucker and others that pay on time and send us steady orders will be a dream come true. I cannot believe that in the letter they actually said
    ” maybe down the road we can do business”, right you bet? There are only 2 people in this industry that could save this company Tom Rudd and Fred Fox and you can bet they are not interested.

  33. 33 C&S Cycle, Inc. Dec 29th, 2011 at 10:13 am

    Hey Cyril,

    Any more news to report regarding CCI ?

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