EDA Office of Foreign Trade • Riverside County, California • USA
August 2012
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EXPORT
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always hold true in international trade.
For example, the company typically
targets countries with large numbers
of people and large numbers of
vehicles, which did not suggest much
opportunity in the Middle East.
“
Our strategic plan actually had them
low on our priority list,”Norris said.
“
The area is way down the list in terms
of population, compared to other
areas. But sometimes you hit some
home runs that you wouldn’t expect.”
Now countries in the Persian Gulf
region collectively make up Carr’s
second-largest market, after the U.S.,
led by the United Arab Emirates.
“
We get more business out of that
tiny speck of geography than I would
have ever imagined,”Norris said with
a laugh. “Who would have thought?
But they have money they are
willing to spend on their vehicles.”
Carr products appeal to overseas
buyers because Carr has been in the
market for decades, Norris said.
“
Plus, our product is more functional
and adjustable, which means that
somebody can install the product
themselves to their liking, the
way they want them,” he said.
American males ages 18-35 think nothing
of buying a vehicle, then spending
another $10,000 to change the wheels
and tires and add on other accessories,
Norris said. Overseas customers are
not at that point yet, he said, but they
are catching up fast, which is why he
keeps a map of the world in his office.
“
That map is your customer. There is
plenty of business out there,”Norris
said. “There are areas where we are
planting seeds and looking forward to
seeing the fruits of our labors. Five years
from now, I think it (exporting) will be
a double-digit part of our business.”
This truck is outfitted with CARR manufactured products.
