Barry Horlick Inducted Into WTC Hall of Fame

SEMA Member News—January 2017

By Katie Carson

Barry Horlick Inducted Into WTC Hall of Fame

  WTC Hall of Fame
Barry Horlick (center) of Voxx Wheels was inducted into the WTC Hall of Fame at the 2016 SEMA Show.

The Wheel & Tire Council (WTC) held two events at the 2016 SEMA Show in November, which brought more than 160 wheel and tire professionals together.

General Membership Meeting

For the first time since 2014, the WTC held a general membership meeting at the SEMA Show. WTC members took a break from booth setup to attend the meeting, which was held at the Renaissance Hotel on the Monday before the Show officially opened. The meeting served as an opportunity for attendees to connect with industry professionals and learn about the latest council updates and ongoing initiatives.

The meeting kicked off with a special video presentation titled, “The Custom Wheel—The Early Years.” Produced by Dave Johnson of Icon Media and Wayne Williams of Exsell Marketing, the video portrayed the history of the wheel and tire industry. It featured interviews with industry icons Doug Dwyer of Essential Marketing Services, Art Hale of MHT Luxury Alloys, Parnelli Jones of Sports VIP, Hank Feldman of Performance Plus Tire and Ron Pushea of Prestige International.

Those interested can view the video at

A special guest was also in attendance. Fenton Liffick is a former WTC select committee member and a winner of WTC’s lifetime achievement award. He had just celebrated his 90th birthday. The council also discussed wheel and tire industry resources available to WTC member companies.

“Ride Guide”

The “WTC Ride Guide” is a sales tool for wheel and tire retailers. Inside the report, users will find graphical representations of test data about the effects of various tire sizes, compiled by the Clemson University International Center for Automotive Research. The vehicle performance data includes comparisons on ride comfort, road grip, steering-firmness response, directional response and steering-speed response. Guided by this information, sales professionals can help consumers narrow their style and design options based on desired performance characteristics.

“WTC Wheel Care Guide”

The “WTC Wheel Care Guide” is an ongoing project for the council and is set to make its debut in the first quarter of 2017. The guide will act as a resource for manufacturers to provide to their retailers as well as a counter piece for consumers. The “WTC Wheel Care Guide” will outline proper care and cleaning for a variety of wheel and tire categories.

WTC Industry Reception

The WTC also held its annual industry reception at the SEMA Show. Wheel and tire industry professionals gathered for an evening of networking and celebrating the accomplishments of one special WTC member. Attendees enjoyed food and beverages while catching up with old friends in the relaxed setting of the Renaissance pool deck.

Each year, the WTC honors the lifetime achievements of an exceptional member by immortalizing him or her through induction into the council’s Hall of Fame. The 2016 inductee was Barry Horlick of Voxx Wheels. Horlick’s contributions and dedication to the wheel industry are more than deserving of the recognition. He has dedicated more than 48 years to the tire and wheel industry.

Some of his early childhood memories involve wrenching on a ’53 Chevy with his father and brother. He began in the automotive industry in 1968 and has worked at different levels of the supply chain. After seven years at the retail level, he moved to the wholesale and distribution segment with Parnelli Jones. In 1989, he joined Emco/Sendel Wheel as sales director before being promoted to general manager. He later moved to Cragar as the vice president of sales before starting Vöxx Products in 1996.

Horlick was a member of the Wheel Industry Council (precursor to the WTC), has lobbied with SEMA in Washington, D.C., and served on the WTC select committee during the establishment of the J2530 aftermarket wheel performance requirements and testing procedure. His supply procurement (which started in the United States) has taken him to Europe, Indonesia, South America and Asia. Today, he considers himself fortunate to work and complete against his friends in an industry he loves.

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