Creating a cool set of wheels is one thing, but to create a wheel brand that evolves into a household name is an entirely different feat – and that’s exactly what Gary Jerjerian has accomplished.
Back in 2000, Jerjerian set out to do one thing: create a wheel brand. In turn, he not only accomplished that, but also created an automotive lifestyle brand, which has since evolved into a strikingly popular, and profitable, empire. His wheels have become a staple fixture for many of the top show cars throughout the globe, and event after event he continually reinvents his company and introduces styles and options that speak to his audience. That name of that company: Diablo Wheels.
To date, Diablo has sold over a million wheels and it’s all come to fruition as a result of his team’s collective effort—a team that is comprised of staff who have been with him for more than 15 years. That in and of itself is testament to how well he treats his employees, and the pride he takes in his staff is clearly evident, as he proudly refers to them as his family. When asked to dive deeper into the topic, Gary enthusiastically replied, “I eat with them; I have coffee with them; I work alongside with them. But like any business, sometimes we get on each others nerves, but we work our way through the kinks and support each other.” He also adds, “I’m very transparent. I have a passion for this and I know when it’s time to play and when it’s time to work.”
Amongst the ruling elite within his market segment, Jerjerian has more than 30 years of experience in the wheel game and his list of accolades is long. A community activist, a business leader, and a man of God, Mr. Jerjerian is an influencer with a great past, but ask him what has made his company successful and he’ll once again refer to his team—which he has nothing but great admiration and respect for.
Jerjerian sees value in the people he hires. He’s the first in and the last one out. He’s also the same person who’ll admit that his company’s levels of greatness came as a result of his their collective actions. “[Diablo] is not the largest wheel company out there,” Jerjerian says. “We found a niche. I was fortunate to have great people on my team and my goal was to create a family oriented business that cares about their products and their people, and not a stiff corporation focused solely on profits. And that’s exactly what happened.”
But his appreciation doesn’t stop there. He takes great pride in knowing that Diablo has become a part of the car community. “We value and appreciate our customer’s support and we not only wanted to create wheels but stand behind a movement that feeds creativity, loyalty, and allegiance.” In short, Jerjerian is the coach for the winning team at Diablo and he understands that it is both customer and employee, acquisition, and retention that creates his recipe for success.
In parting, I asked Jerjerian how it felt to own the Diablo brand and his response was one that resonated old-school values as he said: “I don’t own this company. This is not about Gary Jerjerian this is about what truly defines us, and that is our customers. The customers own this brand and I’m always in the battle zone and in the trenches alongside the staff to ensure that we deliver the best products and service. As for my boss, well my boss is Jesus Christ and when Jesus is with you no one can be against you, right?”
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