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Time to read 5 min
Looking out into the world of business, we can often see successful companies join forces to create another level of innovation and sometimes strive to blend strengths to do something better for not only themselves, but for their combined customer base. Also, there are many cases when a conglomeration, merger or takeover starts on a positive note, but often morphs into something more corporate, less customer focused, and increasingly distant from the original purpose of all companies involved. The more focused, enthusiast run companies have built their brands on sweat, innovative thinking, and the overarching methodology of community, its integrity, and spirit. They keep these ideals as the top priority which in turn binds their foundation together. We see these brands impact our projects and upgrades, victories at the track, and influences within the pit and paddock as we stroll through events and speak to their representatives. The important entrepreneurial organizations that care and make decisions to not only improve their bottom line, but raise the level of quality for their customers, stick out clearly for their bold moves and creative business decisions.
This month has started off by highlighting an important movement between two companies very familiar to the Subaru enthusiast. In an August 1st announcement via press release, social media, and web site notification, both Wisconsin-based Company23 and California's Kartboy (All Wheel Engineering), two organizations known for their dedication to the true enthusiast, have decided to merge their experience, innovative strength, and continued efforts towards aftermarket product development and engineering, and create a new partnership. Per the announcement, it was noted that Kartboy Founder Tom Deadrick will, "remain an integral part of the company, serving on the Board of Directors" as his company and operations will "relocate from San Diego to share headquarters with Company23 in Central Wisconsin." Deadrick has spent over a quarter century building the Kartboy brand from the ground up, becoming one of the industry's premiere, most reputable, and visible names throughout the Subaru community. Since their birth in 1999, Deadrick and Kartboy have grown into an iconic mainstay in the Subaru aftermarket whose innovative engineering, design, and quality have left a deep impression with their fellow enthusiasts. Bonding with Company23 promises to be an effective union.
Since 2012, Brantford, Ontario-based tool maker Company23 has remained a focused organization who concentrates on both quality and intelligent engineering. They have grown as premiere specialists in tools and parts for Subaru vehicles. Much like the power wielded by Deadrick and his Kartboy brand, their collective of well-known and respected industry veterans Chad DeBaker, Ryan Mattson, Mark Menzenski as well as BuiltRight Industries' Matt Beenen, stand firm with an impressive weight of knowledge, experience, performance provenance, and business muscle that has built a brand for a global community of drivers, mechanics, and enthusiasts. All have grown to respect and depend on them for their continued successes. According to Company23's announcement, this leadership union between Kartboy and Company23 will deliver "over 75 years of expertise in automotive design, engineering, and product development - having successfully launched over 400 new products." The announcement went on to say, "This partnership marks the beginning of an exciting new era...Together, we’re not just continuing a legacy - we’re building on it. A bold new product roadmap is already underway, and we can’t wait to show the world what’s next."
Obviously, many questions float to the top after such a bold and industrious decision dives into such an unpredictable marketplace and sea of dedicated customers from both sides. Most importantly, Kartboy moves forward with confidence and stands firm that this will be a positive journey fueled by the same power that brought them to this point in history. As their announcement confidently confirmed, "Kartboy is poised for its next chapter. While the brand will stay rooted in the values that made it great, the new team is focused on pushing boundaries through innovation and an unwavering commitment to customer experience." As expected, the vast, global community of consumers and enthusiasts who have been dedicated to both iconic brands may truly ask why this merger and partnership needed to take place. Their announcement continued to clarify the decision by stating, "After 25 years of grinding, we saw a chance to partner with four like-minded Subaru nerds who could help us scale while staying true to our roots. This partnership allows us to stay scrappy, creative, and focused while delivering even more for our customers.", it states with commitment. "Kartboy remains Kartboy.", their announcement proclaimed. "Our name, products and commitment to quality aren't going anywhere. This move just helps us do more of what we love."
Learning about this new venture between Kartboy and Company23 can prove to be very inspirational for the possible innovations of the future, and exciting for those taking steps on the modification journey. It is always best to have a dependable, helpful, and knowledgeable team behind your dreams to assist in making well-informed decisions regarding the modification of your vehicle.
The team at Subimods allows you to take a more detailed look at Kartboy and also the vast selection of parts, accessories, and components that can bring your Subaru to the next level of performance. Inspiration is so much sweeter when you have a support team to help you reach your goals along the way. Our team has been put in place to bring you to that moment where you and your car can perform beyond your expectations.
Subimods continues to concentrate on providing aftermarket innovations and products that take the Subaru platform of your choice to new levels in the present and the future, no matter if you choose a more exciting, dynamic daily drive, a more exhilarating weekend on the track, or a more aggressive adventure overland and in the wild.
For more information regarding aftermarket parts for your Subaru, please visit our website and explore the section dedicated to your platform. We would be very interested in your thoughts regarding this article. Write your comments below and continue this conversation.
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Bryon Turcotte - Managing Editor/Writer
Turcotte has worked as a writer, journalist, and digital content developer for 30 years. He began his career in music journalism in 1995 then worked for several years as both a staff writer, managing editor, and a freelancer for both regional and national music publications. Over the next three decades his contributions extended beyond the music industry as he served within the realms of higher education, science and technology, manufacturing, and finance. He has been serving as a content developer and writer on the Subimods Marketing team since August 2023.
