Breaking News. Ex Custom Chrome US CEO Holger Mohr Joins MAG.

Holger Mohr joins Motorsport Aftermarket Group, Inc. (“MAG”), a family of leading brands and businesses in the powersports industry, as Vice President of Business Development for the MAG Brand Group.  In his new role, Mohr is responsible for the growth of international markets and will oversee MAG’s internal design center, Mustang and MAG Europe, among other departments. He reports directly to MAG’s Chief Executive Officer, Brian Etter.

Mohr originally led the team that created Custom Chrome Europe, which became the leading distributor of V-Twin aftermarket products in Europe within short order. He attributes CCE’s success to building a great team of employees, a solid product portfolio, an improved catalog, high customer fill rates, and increased customer satisfaction. Most recently Mohr served as CEO of Custom Chrome Inc. in the United States.

“With a proven track record of success both in Europe and here in the U.S., Holger is the perfect candidate to help expand our family of brands,” says Etter. “Holger is known for his passion for motorcycling, industry experience and professionalism…the same leadership qualities that MAG was founded upon.” In fact, Mohr was named V-Twin Industry Leader of the year by Easyriders in 2010, as well being recognized by trade publication PowerSports Business that same year.

Mohr says joining the MAG family of brands is the opportunity of a lifetime. “This is an exciting opportunity to support the MAG brands in the United States, as well as MAG Europe, Ltd. and to expand overseas. With the help of some of the best mentors in the motorcycle industry, I plan to develop integrated positioning strategies unique to the MAG brands in order to ensure maximum exposure for the group and our customers,” states Mohr.

“Holger is first and foremost a motorcycle enthusiast, so he understands the market,” adds Etter. “More than just expanding the business, we want to continue to create a culture where our brands retain their unique identities and connection to their respective customer bases,” explains Etter of the brand autonomy within the MAG family. “We want to be able to remain true to each brand’s core values while still benefiting from greater efficiencies and expertise offered by MAG.”

31 Responses to “Breaking News. Ex Custom Chrome US CEO Holger Mohr Joins MAG.”

  1. 1 Jeff Nicklus Jun 3rd, 2012 at 10:21 pm

    Could CCI be the next company The Mag Group adds to their list of companies owned?

    Over & Out,


  2. 2 Insider Jun 3rd, 2012 at 10:28 pm

    Congrats Holger.

  3. 3 Eric Maurer Jun 3rd, 2012 at 10:51 pm

    next headline…..

    MAG aquires Custom Chrome

    Look out Fred Fox… MAG is coming atcha!

  4. 4 Brandon Jun 3rd, 2012 at 10:54 pm

    Next headline…Cyril Huze acquires MAG. Huh…

  5. 5 TPJ Customs Jun 3rd, 2012 at 11:03 pm

    Great job holger. Good luck buddy

  6. 6 Dave Jun 4th, 2012 at 7:13 am

    Never heard of MAG. And Custom Crap was a useless supplier. EVERYTHING ALWAYS on back order with no release date. So much so that the dealership I work at all but refuses to order from them because it only results in angry customers when their part is still not in 90 days, 120 days (or more) later. Yeah, great work Holger.

  7. 7 LenNY Sinnet Jun 4th, 2012 at 8:00 am

    Great opportunity Congratulations Holger. A perfect match with a great company.

  8. 8 Howard kelly Jun 4th, 2012 at 8:11 am

    Congrats Holger

  9. 9 Scot Jun 4th, 2012 at 9:58 am

    Dave, lighten up. I’m sure Holger had nothing to do with Custom Chrome’s financial woes. They’ve been in trouble for years.

    Have you ever heard of Performance Machine, Roland Sands Design, Vance & Hines, or Progressive Suspension? These fine companies and many more are all part of the MAG Group. MAG has made an excellent decision hiring somebody who understands Europe.

  10. 10 Tom Keefer/ Franklin Church Choppers Jun 4th, 2012 at 10:05 am

    Congrats Holger!!!

  11. 11 Sluggo Jun 4th, 2012 at 10:12 am

    There is an old saying, “If you can’t beat them, Join them”.

  12. 12 J.M.O Jun 4th, 2012 at 10:16 am

    Should be interesting to see how he fares since he won’t have an open checkbook to piss away the group’s money.
    Good lord if MAG buys CCI, this will be like watching Ironhorse go down the shitter again…and again…
    I presume they’re much more savvy then that, but then again…they’ve picked up scrap on this deal right here too.

  13. 13 Kirk-CDS Jun 4th, 2012 at 12:10 pm

    hey dave the janitor, zip your lip. congrats holger! MAG will benefit from your presence on their team. looking forward to seeing you, maybe moto gp?

  14. 14 madandy Jun 4th, 2012 at 1:03 pm

    MAG would never buy CCI, 80% of their business is funneled through Drag. Im curious to see how Fred Fox postures Parts Europe with his biggest US asset now being his biggest European competition. Hey Bikers Choice, are you watching this? Hello? Anybody home?

  15. 15 Pepper S. Massey Jun 4th, 2012 at 1:14 pm

    Well done, Holger! And congratulations!

  16. 16 Fiona Jun 4th, 2012 at 1:29 pm

    Not suprised. MAG shouldn’t buy CCI anyway. It has been barely breathing since 2000 and Holger had nothing to do with that. Believe me… I worked there in upper management for 5 years. If CCI was actually owned and run by motorcyclists, they might have a chance! Holger did turn them around a tiny bit when he came to MH to run the show.

  17. 17 David Alari Jun 4th, 2012 at 2:27 pm

    Hey Holger,

    Best of Luck to you in your next endeavor.

    See you on the road!

  18. 18 John Vaughan-Chaldy Jun 4th, 2012 at 3:05 pm

    Congratulations Holger and Brian, seems like a great match.

  19. 19 Wolfgang Knitterscheidt Jun 4th, 2012 at 3:48 pm

    Alles Gute und viel Erfolg Holger

  20. 20 Lee Chapin Jun 4th, 2012 at 3:58 pm

    Yeah, what Wolfgong said ! Good luck Holger, see down the road.

  21. 21 Scott Post Jun 4th, 2012 at 4:33 pm

    Congrats Holger! It’s been great to see you grow and continue to succeed in all aspects of life. You have such a great work ethic, personality and passion for life! You bring a contagious attitude to all you’re around and MAG will definitely benefit from your contributions!

    See you at Sturgis


  22. 22 Andy@AmV Jun 4th, 2012 at 4:59 pm

    Many congratulations Holger: didn’t think you’d be away long.

  23. 23 Chopper kulture Jun 4th, 2012 at 5:19 pm

    Best of luck Holger! Great move for the industry!

  24. 24 RogerG Jun 4th, 2012 at 7:57 pm

    Good for you Holger !…. congrats !

  25. 25 Joe Piazza Jun 4th, 2012 at 9:51 pm

    Great job Holger, I am proud of you buddy! You are a natural leader so make it happen at MAG. Kiss your new baby for me! JP

  26. 26 DEALERDAVE Jun 4th, 2012 at 11:57 pm

    Congrats and best of luck……… Your presence at CCI is surely missed. Don’t know how long they will last, but you are making a great move with a great company. See you done the road.

  27. 27 Mike Marquart Jun 5th, 2012 at 7:54 am

    A very good move by MAG. Congrats and best of luck Holger!

  28. 28 Darin Maltsberger - Instructor @ MTI Jun 5th, 2012 at 9:18 pm

    Congrats Holger. Looking forward to seeing you work your magic.

  29. 29 Rider2 Jun 5th, 2012 at 10:38 pm

    The motorcycle industry is the only industry who can give a guy who took a company that was profitable, with a great dealer network, strong brands and a bright future and tanked it in less than 6 years, lost all its market shares, went bankrupt twice and got sold to a bunch of Koreans who have no idea what they are doing and rewarded him by giving him a VP position in a group that is slowly taking over the industry by buying everybody. I am not sure I get the business decision behind this move. But hey, Etter probably knows what he is doing or got his hand on very powerful dope.

  30. 30 industry guy Jun 19th, 2012 at 3:15 am

    another company for him to sink…. stay tuned..

  31. 31 BlueStrada Jun 19th, 2012 at 6:25 am

    …. maybe it’s a baseball plan…. he’s got one more strike left

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Cyril Huze