Auto Service World
News   January 13, 2006   by Auto Service World

Lighting Industry Veteran to Head Sales Expansion

Soren Sorensen, a veteran of the lighting industry, has been appointed to lead the sales activities of Sirius Lighting Technology, an internationally lighting manufacturer in the aftermarket and OE sector and its U.S. Partner, Vehicle Performance Systems (VPS).
VPS is a supplier of lighting products and electrical components led by Specialty Equipment Marketing Association (SEMA) chairman Mitch Williams. In his new venture, Sorensen will facilitate the coordination of sales activities in the U.S., Canadian and Mexican markets for both aftermarket and OEM activities.
Sirius, a global supplier of lighting products in the aftermarket and OE sector, has provided components and complete products under various brand names. Sorensen will lead efforts to grow Sirius into the top brand in select customer target groups.
. Mitch Williams, president of VPS, said, “Having worked with Soren for twenty years to build one lighting company, I am of course very excited to be working with him again to build another one.” Williams worked with Sorenson while serving as president of Hella USA. Sorenson worked with Hella for 25 years, most recently serving as vice-president OEM Sales and a member of the board of directors.
In that role, he was responsible for several marketplace segments within NAFTA including sales to the truck, bus, agricultural and construction equipment, motorcycle, RV, marine and vehicular accessory program market segments. He managed seven internal divisions including sales, customer service and engineering.
In addition, he managed over one hundred manufacturer’s agents and was involved in the steering and implementation of the company. Prior to that Sorensen worked for Racemark International, while assisting in the transfer of Racemark’s activities as the exclusive importer to a fully owned subsidiary.
Sorensen was named Specialty Equipment Marketing Association (SEMA) Young Executive of the year in 1990, the first and only time the award was presented to a non-U.S. Citizen. He is a member of the Society of Automotive Engineers (SAE).
About VPS
VPS manufactures and distributes vehicle lighting, electrical and electronic components for a wide range of vehicle applications. VPS focuses on providing high quality off-the-shelf and custom lighting products to OEM’s and aftermarket distributors. The product range includes auxiliary performance and off-road lamps, conversion lamps, work lamps, customer-specific products for OEM’s and private label programs. VPS is the exclusive North American marketing partner of Sirius Light Technology (Tainan, Taiwan), manufacturer and global supplier of lighting products for OEM’s and the aftermarket.