How Power Trucks USA Grew from a Small Specialty Shop to the First Franchise in the Automotive Aftermarket Accessory and Services Segment

Power Trucks USA, the one-stop automotive accessory shop and service center that is expanding across the country through franchising, was founded in 2005 by entrepreneur Jeremiah Fiel. Fiel started by opening what was originally called American Spray Liners in his hometown of Warrenton, Virginia. The brand began as a small, off-road specialty shop specializing in spray-in bed liners. In 2006, Fiel and his team expanded their services to meet their customers' needs and rebranded as ASL Off-Road.

“There’s never been a better time to be in this business,” says Fiel, founder and CEO of Power Trucks USA Franchising. “The aftermarket accessory industry just continues to grow, and with auto prices skyrocketing, people are holding on to their vehicles longer and spending more to customize them and keep them on the roads.”

After 13 years of streamlining the processes into a highly successful business, Fiel caught the attention of Jeff Shiring, the Founder of Whitecap Enterprises. Whitecap Enterprises is an organization that has been building high-performing, customer-focused companies for over 20 years. With this partnership, Power Trucks USA was born, named out of patriotic respect for Fiel’s father, who served in the Marine Corps, and his grandfather, who served in the Air Force and Navy.

The brand performs all truck, Jeep, car and SUV aftermarket accessory sales, services, and installations. These include lift kits, wheels, bumpers, lighting, Tonneau bed covers, toolboxes, hitches, winches, window tinting, audio systems and floor mats. Its team also performs all general maintenance services, including oil changes, brakes, tires and engine repairs on all types of vehicles.

With the help of Whitecap Enterprises, Power Trucks USA created a successful business model and introduced several services under one roof. The brand is also well on its way to expanding into the e-commerce world. The partnership between Whitecap Enterprises and Power Trucks USA marked the start of the brand’s franchising process to create the first franchise concept in the automotive aftermarket accessory and services segment.

“Our primary focus at Whitecap Enterprises is to find the right people — those with strong, underlying core values and a passion for growth and success,” Shiring said. “Jeremiah embodies that philosophy. The Power Trucks USA franchise opportunity is uniquely positioned for success in what is widely considered an undervalued industry.”

Last year, Fiel and Shiring began looking into ways to grow the Power Trucks USA brand and recognized the potential benefits of expanding the company’s footprint through franchising. With over 15 years of customer service and automotive experience, motivated and passionate entrepreneurs can leverage Power Trucks USA’s proven system and team to achieve success.

“We really decided to franchise Power Trucks USA because it has had such a positive impact on our lives, the lives of our employees and our community — it allowed me to follow my passion for cars, spend fewer hours at work and make a great living,” said Fiel. “Now, we want to share it with highly motivated individuals looking to become their own boss, achieve financial goals, positively impact and influence their community, and fulfill their automotive passions.”

As a new franchise concept, Power Trucks USA boasts wide-open territory availability. The team aims to grow around its immediate Northern Virginia area first and then build out from there, targeting primed markets in towns along the East Coast and then expanding West into Texas, Arizona, Nevada and beyond. According to Fiel, the ideal Power Trucks USA franchisee is business-savvy, has experience in customer service and is comfortable being the face of their business.

Prospective franchisees will have the opportunity to dominate their local market with a differentiated concept. “We are focused on providing enthusiastic care to truck and Jeep enthusiasts,” Shiring said. “We are just as passionate about their cars and aftermarket care as they are, which allows us to stand out.”