Ride In Style Podcast: Episode 47 with Paul Elwell of PUTCO
Most automotive aftermarket companies are fortunate to survive a decade.
PUTCO has survived more than five.
Founded in 1969 as a small trailer repair and welding operation in Iowa, the company has evolved through nearly every major trend in automotive accessories—from running boards and chrome trim to LED lighting, fleet safety solutions, and artificial intelligence.
In this episode of the Ride in Style Podcast, Paul Elwell shares the story behind PUTCO’s growth, how a family-owned company continues to innovate after 55 years, and why the future of the aftermarket may depend on balancing tradition with technology.
The conversation covers family business dynamics, product innovation, OEM partnerships, AI adoption, fleet growth, and what it takes to stay relevant across multiple generations of automotive enthusiasts.
Ride in Style Podcast: Episode 47 with Paul Elwell of PUTCO
Meet the Guest
Paul Elwell
National Sales Manager, PUTCO
- Second-generation aftermarket leader
- National Sales Manager for PUTCO’s aftermarket division
- Family member of one of the industry’s longest-running accessory manufacturers
- Advocate for innovation, technology, and customer-focused product development
Paul Elwell grew up around the aftermarket industry.
From helping build SEMA booths as a child to leading sales and marketing efforts for one of the industry’s most recognized brands, his journey reflects both the history and future of PUTCO.
Today, he oversees the company’s aftermarket sales operations while helping guide strategic growth initiatives across lighting, fleet solutions, and emerging technologies.
What We Covered
- The origins of PUTCO in 1969
- How the company got its name
- Family ownership and leadership transition
- Evolution from running boards to lighting technology
- Chrome accessories and the aftermarket boom
- Growth of the fleet division
- The role of OEM partnerships
- AI implementation and customer service
- Challenges of working in a family business
- The future of plug-and-play vehicle accessories
The Story Behind PUTCO
Before it became one of the most recognizable names in automotive accessories, PUTCO started as something much simpler.
A welding shop.
Founded in 1969 by Mert Oakland, the company originally focused on trailer repair and fabrication.
The name itself tells the story.
PUTCO stands for Pickup and Trailer Company.
One of the company’s earliest innovations was an aftermarket running board that could be added to vehicles not originally equipped with one.
That product helped establish PUTCO’s reputation as a company willing to solve practical problems through innovation.
Over the following decades, that same mindset would drive the company into entirely new categories.
What started as a local fabrication business eventually became a nationally recognized aftermarket manufacturer.
A Family Legacy Built Across Generations
For Paul Elwell, PUTCO wasn’t simply a future career opportunity.
It was part of everyday life.
Long before officially joining the company, he remembers helping with SEMA booth preparations and seeing new products being developed behind the scenes.
The family connection runs deep.
Paul’s grandfather founded another well-known aftermarket business in Iowa, creating a legacy of entrepreneurship within the industry.
The Elwell family eventually acquired PUTCO in 1994, with Paul’s father taking over leadership responsibilities in 1999.
Today, Paul represents the next generation of leadership.
While many family businesses struggle to transition between generations, PUTCO has embraced that challenge by combining decades of institutional knowledge with fresh perspectives.
As Paul explained, one of the unique benefits of working in a family business is participating in something larger than yourself.
The challenge?
Your boss might also be your roommate.
Reinventing the Product Line Again and Again
One of the most impressive aspects of PUTCO’s history is its ability to continually evolve.
The company has never allowed itself to be defined by a single product category.
Instead, each generation of automotive trends created new opportunities.
Over the years, PUTCO expanded into:
- Running boards
- Locker side rails
- Toolboxes
- Bed accessories
- Chrome overlays
- Grille inserts
- LED lighting
- Tailgate light bars
- Overland racks
- Fleet safety solutions
That willingness to adapt helped the company remain relevant while many competitors disappeared.
According to Paul, PUTCO has never viewed itself as simply a running board company or a lighting company.
It’s an innovation company.
That distinction matters.
Because customer needs change.
Vehicle designs change.
Technology changes.
The companies that survive are the ones willing to evolve alongside them.
The Chrome Era That Put PUTCO on the Map
For many aftermarket veterans, PUTCO became synonymous with chrome accessories.
During the late 1990s and early 2000s, the company capitalized on growing consumer demand for appearance upgrades.
At the time, factory chrome trim packages were expensive.
PUTCO developed injection-molded chrome accessories that delivered a similar appearance at a more accessible price point.
The lineup expanded rapidly.
Customers could purchase:
- Chrome door handles
- Tail lamp trim
- Fender flare accents
- Grille inserts
- Rain guards
- Vehicle-specific appearance packages
The products became incredibly popular and helped establish many of the dealer and distributor relationships that remain important today.
It was a defining period in the company’s growth.
Lighting Changed Everything
As automotive technology evolved, so did PUTCO.
Around 2008 and 2009, the company began investing heavily in lighting.
What started with upgraded halogen bulbs quickly expanded into LED technology.
That decision would become one of the company’s most important strategic moves.
Today, lighting represents one of PUTCO’s strongest categories.
Notable products include:
- Tailgate light bars
- Vehicle-specific LED systems
- Fleet safety lighting
- OEM-compatible lighting products
- Patented illuminated Ford emblems
The illuminated Ford emblem, in particular, has become one of the company’s standout innovations.
Designed to maintain an OEM appearance while adding subtle illumination, the product reflects PUTCO’s broader design philosophy:
Enhance the vehicle without compromising factory aesthetics.
Building an OEM and Aftermarket Powerhouse
One of the most interesting aspects of PUTCO’s business model is its balance between OEM and aftermarket channels.
According to Paul, approximately half of the company’s business comes from OEM partnerships.
PUTCO develops products for manufacturers including:
- Ford
- General Motors
- Toyota
- Stellantis
The remaining half serves the traditional aftermarket.
This dual-channel approach provides several advantages.
OEM programs require rigorous testing, certification, and quality standards.
Those same capabilities strengthen the company’s aftermarket offerings.
As a result, consumers benefit from products designed with OEM-level expectations for performance, reliability, and fitment.
The Fleet Market Is Driving Growth
One of the fastest-growing areas of PUTCO’s business is fleet lighting and safety solutions.
Just a few years ago, fleet represented virtually none of the company’s aftermarket revenue.
Today, it accounts for approximately 25 percent.
The growth stems from a simple reality.
Fleet operators prioritize:
- Reliability
- Safety
- Compliance
- Ease of installation
- Long-term durability
Those priorities align perfectly with PUTCO’s strengths.
The company has leveraged its OEM experience to develop fleet-ready lighting systems that meet demanding operational requirements.
For Paul, the fleet segment represents one of the biggest opportunities moving forward.
Navigating the AI Revolution
Like many business leaders today, Paul sees artificial intelligence as both an opportunity and a challenge.
Unlike previous technological shifts, AI has the potential to change how companies operate at nearly every level.
PUTCO has already begun implementing AI-powered tools across several areas of the business.
Applications include:
- Customer service chat support
- Website assistance
- Product data management
- Dealer locator maintenance
- Internal data organization
The goal isn’t replacing employees.
It’s allowing employees to focus on more complex and valuable customer interactions.
For example, AI can answer common questions about order status, product availability, or tracking information.
That frees human representatives to focus on installation support, technical questions, and customer relationships.
Paul believes companies that successfully organize and leverage their data will gain significant advantages over the coming years.
Why Plug-and-Play Matters
Throughout the conversation, one theme repeatedly surfaced.
Simplicity.
Whether discussing lighting systems, fleet products, or aftermarket accessories, Paul emphasized the importance of plug-and-play solutions.
Customers want products that:
- Install easily
- Work correctly the first time
- Integrate seamlessly with modern vehicles
- Reduce labor requirements
- Improve reliability
As vehicles become more sophisticated, ease of installation becomes increasingly important.
PUTCO’s future product development strategy centers heavily around this concept.
The easier a product is to install and use, the more value it delivers.
Looking Ahead to the Next Generation
PUTCO has already survived more than half a century.
Yet the company continues investing in new technologies, new categories, and new ideas.
That mindset has remained remarkably consistent since 1969.
Innovate.
Adapt.
Keep moving forward.
From running boards and chrome trim to LED lighting and AI-powered customer service, PUTCO’s history demonstrates what long-term success looks like in the aftermarket industry.
The products may change.
The mission does not.
Key Takeaways from This Episode
- Longevity comes from adaptation. PUTCO has continuously reinvented itself for more than 55 years.
- Family businesses can thrive across generations when they embrace innovation.
- Product diversification reduces risk and creates new growth opportunities.
- Fleet solutions represent a major growth segment within the aftermarket.
- AI works best when it supports employees rather than replacing them.
- Plug-and-play design will continue shaping the future of vehicle accessories.
Find PUTCO
If you’re looking for innovative truck accessories, LED lighting solutions, fleet safety products, or OEM-quality aftermarket upgrades, PUTCO remains one of the industry’s most trusted brands.
Website
- putco.com
Social Platforms
- YouTube
Popular product categories include:
- Running boards
- Tailgate light bars
- LED emblems
- Truck racks
- Fleet lighting
- Overland accessories
About the Ride in Style Podcast
Ride in Style is hosted by Jesse Stoddard and Josh Poulson, covering the business side of automotive restyling, manufacturing, marketing, dealership accessories, leadership, and aftermarket innovation.
Episodes feature manufacturers, entrepreneurs, distributors, marketers, shop owners, and industry leaders from across the automotive aftermarket.
Subscribe wherever you listen to podcasts and visit AutoStyleMarketing.com for more industry insights, episode recaps, and resources.
📩Have a guest suggestion or topic idea? Reach out through AutoStyleMarketing.com.