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On the Rise: Eri Muca

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Eri Muca

Global Aftermarket TPMS Manager | ATEQ TPMS Tools | Age: 37


What was your first job in the industry? 

My first job in the industry was here at ATEQ TPMS Tools. I started when TPMS was first mandated in the United States in 2008. Now in 2021, I am the global aftermarket TPMS manager focusing on developing a global sales strategy to foster partner and distribution relations and increase market shares worldwide.

What attracted you to the industry?

I love the idea of coming up with solutions to complex problems. When TPMS was mandated in 2008, I saw an opportunity to creatively solve customer problems regarding TPMS with new tools and industry partnerships that would benefit everyone in the industry.

What is the biggest challenge you have faced in your career? 

At times, it can be challenging to come up with innovative TPMS solutions for our customers and partners, however, I am grateful to be surrounded by a great team that is extremely customer-driven.

Who has had the biggest influence on your career? 

My coworker and friend, Bruno Rousseau has had a great influence on my career thus far. We are both extremely passionate about TPMS and the industry as a whole. I would not be where I am today without Bruno's leadership and mentorship throughout my career.

What is your biggest accomplishment in the industry? 

Throughout my time at ATEQ, I’ve been lucky enough to witness many of our products be recognized by the industry. Our pressure check box was recognized by SEMA with the Innovation Award in 2011. Another achievement of ATEQ is receiving the Top 20 award two years in a row from Motor Magazine for the ATEQ VT56 and the Tire Tread Depth Gauge (2015 & 2016). In 2019, ATEQ’s patented Sync-ID technology won an Import Product and Marketing Award, given by the Import Vehicle Community. We have also been recognized by many of our partners as Vendor of the Year. Just this past year, I was selected to be in SEMA’s 35 under 35 for the first time. Lastly, in 2018, I was selected as a nominee for TIA’s Board of Directors. At this point in my career, I am particularly proud of my own personal growth at ATEQ TPMS Tools. I started as a service technician in 2008, and 13 years later, I am now the global aftermarket TPMS manager for ATEQ. This is something that I have worked incredibly hard for and I’m proud to achieve this so far in my career. While I’m proud of the last 13 years, I’m especially proud of the previous five years at ATEQ. As an organization, ATEQ has accomplished incredible things since 2016. We have been working extremely hard to develop the best TPMS tools on the market. We have released products to help the aftermarket, as well as the industrial TPMS market, excel. Moreover, we have worked to propel our partners forward in the world of TPMS and have formed close, professional relationships with them in order to achieve this collective goal. Lastly, I have been a part of several patents that have helped propel ATEQ forward in the automotive industry. In the years to come, I know we can keep up this momentum of success.

Tell us about your current job and responsibilities. How do you spend your work day?

I get to be involved in every aspect of the business, which makes the work environment fun and exciting. This responsibility of navigating a global business not only makes me a better professional, but it also makes me a better father to my two daughters.

What’s one thing you wish someone would have told you before you took your current job?

My current job is a dream come true. I do what I love, and I love what I do. I truly appreciate all of the challenges that come my way.

Tell us about your family.

My family is the most important thing to me. I'm blessed to be surrounded by my wonderful parents, my older brother, and my great friend (who is also my sister-in-law). I'm also lucky to have a wonderful nephew, my two angel daughters and to be married to my best friend.

What did you learn about yourself in the course of the COVID-19 pandemic?

I learned that a person's life should never be taken for granted. Being caring, humble, loving and respectful to others is the greatest wealth someone can give to another person.

Name a talent you wish you had.

Graphic design.

How do you recover from a bad or stressful day?

I view stress as a free and renewable source of energy. No stress is bad stress.

What’s the best book you’ve read lately?

"What the Heck is EOS" by Gino Wickman and Tom Bouwer.

What’s your favorite, can’t-miss podcast?

Slow Hustle by Peter Awad.

If you won an Olympic gold medal, how would you have earned it? (You can make up a sport.)

I would want to win an Olympic gold medal in soccer. I would earn that medal with hard work, determination and having no fear.

What’s the biggest issue facing the industry today?

The electronic chip shortage.

What advice would you give to tire dealers who are desperate to find good employees?

Always analyze and hire individuals who fit your company's core values. People who fit the core values can always be trained.

What do you expect to be doing 20 years from now?

Embracing new challenges and bringing new innovations to the industry.

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