David Boer has been working within the Automotive Aftermarket for over 20 years with a diverse background in commercial functions including, sales, product development, marketing, category management, pricing, analytics, and business development. He has a proven track record in conceptualizing and driving new products, penetrating new markets, and capturing greater share and revenue through the development of compelling programs that meet the needs of the market.
He is currently responsible for all marketing, product, and business intelligence functions across both the NGK Spark Plugs (USA) and Wells Vehicle Electronics businesses. Key product lines include Spark Plugs, Oxygen Sensors, Wire Sets, Ignition Coils, Sensors, Switches, and Emissions/Evap products with over 40k SKU’s and 325+ product lines.
The latest product innovation was GoTech, a new technology offering to position the business to compete in diagnostics and digital initiatives by blending hardware and software to meet the diagnostic needs of the industry. This won ‘Best New Product – 2015’ at AAPEX under the Tool & Equipment category.
Boer began his career developing sales, service, product, and installation programs for the Aftermarket and OES channels through geographic expansion at H&R Auto in the greater Baltimore, MD/Washington DC area. He then went on to expand the product offering for Lawman Armor beyond automotive security from the ‘AutoLock’ entering into adjacent markets with similar security related products. Positions since have included Product Management at Dorman Products, and Strategic Initiatives with M&A activities and integration responsibilities at United Components International. Most recently he served as Vice President of Sales and Marketing for Wells Vehicle Electronics prior to being appointed Vice President of Marketing for both NGK (USA) and Wells.
He has served on multiple industry committees, including the AutoCare Associations Market Intelligence Committee and Leadership Development Network, and continues to serve on the AASA Marketing Executives Council (MEC). Boer received his MBA from Pennsylvania State University, and in 2012 received the Automotive Aftermarket Professional (AAP) designation from Northwood University.