Air Lift Company announced a bold new direction for its Air Lift Performance brand, strengthening leadership within the Performance Business Unit to accelerate sales execution, drive profitable growth, and advance the company's global objectives.
Air Lift Performance sits at the heart of this new direction. The brand has earned a trusted reputation across the enthusiast community, and this strategic move marks a deliberate step to expand that momentum into new markets worldwide. The Performance Business Unit will sharpen its commercial focus, pursue profitable growth with clear intent, and advance Air Lift's global objectives with renewed purpose.
At the center of this strategy is the appointment of Michael Alexander as Managing Director of the Performance Business Unit. The Performance Business Unit will operate with expanded leadership scope across Sales, Marketing, Product Management, Engineering, Operations, Finance, and Customer Success. This cross-functional structure is designed to drive innovation, deepen customer relationships, and accelerate the continued growth of Air Lift's performance suspension business on a global scale.
The Performance Business Unit enters its next chapter with strong momentum and a clear path forward. Built on years of strategic investment, deep market expertise, and a commitment to execution, the brand is well positioned to lead in the global performance aftermarket. This leadership appointment reflects Air Lift's confidence in the unit's direction and its readiness to pursue growth at scale.
"Air Lift Performance is entering a pivotal new chapter, and we are investing boldly to ensure the brand leads in the global performance aftermarket," said John Walsh, Senior Vice President of Sales and Marketing. "Our focus is clear — strengthen sales execution, expand our product portfolio, and deliver innovative suspension solutions that meet the evolving needs of enthusiasts around the world. This leadership structure gives us the foundation to pursue that growth with confidence and purpose.”
The appointment reflects Air Lift Company's commitment to investing in its people while expanding its capabilities to serve customers across the global automotive performance market.
"Air Lift Performance has built something truly special within the enthusiast community, and the opportunity ahead of us is significant," said Alexander. "Our team is focused, our direction is clear, and we are committed to delivering the innovative products and customer relationships that will grow this brand on a global scale.”
For more than 75 years, Air Lift Company has engineered suspension solutions that improve vehicle performance, comfort, and capability. Through Air Lift Performance, the company continues to develop innovative suspension products trusted by enthusiasts around the world.
For more information about Air Lift Dealer Services, contact your Air Lift representative or visit https://www.airliftperformance.com/.