Premier Performance

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Overview

Premier Performance is a wholesale distributor of aftermarket automotive performance products, specializing in diesel, off-road, and related accessories for vehicles including heavy-duty trucks and Jeeps. It operates through a network of dealers with multiple warehouses across North America and over 300 product lines. The company expanded from diesel performance into broader automotive aftermarket distribution.

History

Premier Performance was founded in 1999 by Rus Michaelson, initially focusing on diesel performance parts after his experience with a propane injection kit. It grew into a major distributor with over 300 product lines, five warehouses, and recognition as the 2012 SEMA Warehouse Distributor of the Year. In 2012, it acquired Northridge 4x4 to enter the Jeep and off-road market. The company was previously majority owned by Brighton Partners and later acquired by Capital Partners Private Equity Income Fund, L.P. II, Brighton Partners, and senior management.

Product Lines

Product Line	Positioning	Price Range
Diesel Performance Parts	Aftermarket enhancements for heavy-duty trucks	$50 - $2,000
Off-Road Accessories	Jeep and 4x4 vehicle upgrades	$100 - $1,500
Engine and Exhaust Systems	Power and efficiency components	$200 - $3,000
Air Intakes and Filters	Performance air flow products	$75 - $500
Electronics and Drivetrain	Control and transmission parts	$150 - $1,800

Manufacturing

Premier Performance does not manufacture products; it acts as a wholesale distributor of aftermarket parts from various vendors. Products are sourced from multiple suppliers across over 300 lines and warehoused in locations including Rexburg, ID; Fresno, CA; and others.

Notable Products

Propane Injection Kits - Early focus product for adding power to diesel engines like Ford Power Stroke.
Exhaust Systems - Aftermarket components for heavy-duty trucks and off-road vehicles.
Air Intakes - Performance filters and intake systems for improved engine airflow.
Drivetrain Components - Upgrades for vehicle transmission and power delivery.
Jeep Off-Road Parts - Accessories from Northridge 4x4 acquisition for Jeep modifications.

Reputation

Premier Performance is recognized in the automotive aftermarket for strong dealer and vendor relationships, earning the 2012 SEMA Warehouse Distributor of the Year award. It is viewed as a reliable wholesale partner serving over 6,700 dealers with extensive inventory. Professionals note its growth from niche diesel to broad distribution, though specific criticisms are not detailed in available sources.

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