[Article] - Caging the Rock Star, Interview with Chad Gracey + his off-road business Options

[dangum]

I found this article about Chad Gracey's 4WD venture. It looks like it was written mid 2006. Click on the thumbnails to check out Chad's 'wall of Live'.


Caging the Rock Star
Author: Steve Stillwell
Photography: Steve Stillwell





Chad Gracey represents the epitome of the American dream, that of earning a living while doing what you like to do; a guy who turned not being able to sit still into a successful career. Chad’s feet are always moving and his right hand constantly taps out the changing rhythm of rock songs. I swear I could tell he was feeling upbeat rock music during the interview, then swings in his finger tapping that represented the more mellow blues. I began to relate to his comment of “driving his parents nuts by drumming on the seat backs.”

Aside from recently adding a guitarist, “Live” consists of all of the Original band members with lyricist Ed Kowalczyk, bass player Patrick Dahlheimer, guitarist Chad Taylor and drummer, Chad Gracey. Quite a feat considering the band formed when they were 15 years old and still in eighth grade at a York, PA high school!

MCA’s alternative label, Radioactive Records signed them in 1991and released the album titled Mental Jewelry by year’s end. Live is best known for the Throwing Copper which sold over 12-million albums, 8-million in the U.S. alone! Singles have garnered radio station air time including Dance With You, Run to the Water, The Dolphin’s Cry, Selling the Drama and I Alone to name a few! Gracey describes their music as mainstream alternative.

Gracey’s first marriage landed him in Oregon, where he immediately cultivated a love for the out doors, and getting there in an off-road vehicle. Ironically, several friends alerted Gracey to the potential availability of an off-road manufacturing company. Six months later, when the owners decided not to sell, Gracey and long time off-road product designer Jim Cole exercised the option of launching their own company. Chad Alan Gracey’s initials almost spelled out CAGE, which became the company moniker. Cage Offroad Products was formed in 2004.

Jim Cole, well known for his years at Warn/Black Diamond and Warrior Products, is Vice-President of Cage Offroad Products and his history with product development, especially with the early Bronco crowd, is being addressed in the form of new Cage products.

We couldn’t help but ask Chad about the launch of Cage Offroad Products, their future and how much he will be involved?

TEN: So Chad, you just landed in Oregon and decided to launch an off road manufacturing company?

CG: Several friends who worked at a major off-road parts company alerted me to the owner’s intention to sell. That’s when I also met Jim Cole.

TEN: But the company didn’t sell, correct?

CG: Correct. Six months had gone by and they decided not to sell the business.

TEN: Then came the launch of Cage Offroad Products?

CG: When the acquisition failed, I had already worked out a backup with Jim Cole, who had been brought on board. In order to purchase a company and hit the ground running, I had leased a building and purchased equipment. Our backup was to start our own new company. Jim came on board, been in the industry 15 years and really knew what he was doing. We got along famously.

TEN: Where did the name Cage come from?

CG: Chad Alan Gracey. My initials are CAG, so we added an E to come up with CAGE. And Cage kinda goes with off-roading, so it was a natural.

TEN: Where did the interest in off-roading come from?

CG: I’m a semi off-road enthusiast, mostly due to the touring and commitment to music and the band. My father had a CJ and took me off-roading in Pennsylvania. I enjoyed it then, and now.

TEN: Your first truck was a 4x4?

CG: My first truck was a 1995 Tahoe which was good, but not for the extreme of it. I’m now thinking of building a serious off-road truck. For me, I love the camaraderie of it. Everyone waves. Everyone loves the outdoors!

TEN: How did a Pennsylvania musician end up in Oregon?

CG: My first wife had roots in Oregon, so I lived there for a while. Loved Oregon’s outdoors and made a lot of friends.

TEN: You mentioned the term buggy. What vehicle is the buggy?

CG: I had a ’79 Bronco. Started to get it ready for some serious off- roading. The project stalled, so we gave it to our salesman at Cage. Not the blue one; that is Jim’s Bronco.

TEN: What a guy to give up an early Bronco.

CG: We might be letting the cat out of the bag because I want Jim to take a serious look at modifying my Landrover Defender.

TEN: Looking over Cage Offroad Products, you seem to target the Jeep, Bronco, and domestic pickups, with an emphasis on Ford. Correct?

CG: Jim Cole worked as a specialist for Bronco. Jim was the head product designer and marketing expert at previous companies, so his background is Bronco. He knew Broncos well, and the off-road product needs of the owners, so we started there. We quickly branched out to the Jeep TJ with a 4-inch lift kit, as well as product for the SuperDuty. Jim is in the driver’s seat when it comes to planning, cost and developing product lines. Jim is known to the industry for his radius arms, which you can check out on our web site.

TEN: Cage’s initial product offering seems to target the 4-inch lift market. Is this being a bit conservative?

CG: We know that there is a huge market need for the 4-inch lift, however, we are now addressing the 8-inch lift for Dodge and Ford SuperDuty trucks. We currently do not have plans to go taller.

TEN: Are Cage products primarily sold regionally or nationwide?

CG: California and Texas are huge markets, but it seems the East Coast should be as strong. We are actively seeking dealers nationwide, but we are light on our East Coast distribution and would love to change that.

TEN: Where does the product manufacturing take place?

CG: Everything is manufactured in Oregon except for the springs, which are Canadian made. We do as much in-house fabrication as possible.

TEN: SEMA is coming up. What will Cage be bringing to Las Vegas this year?

CG: I wish we could be out in the parking lot showing off our sponsored rock crawler, but we are just too busy manning the booth. We are working on a Toyota line of products, and will be expanding the 4, 6 and 8-inch lift kits for Ford, Chevy and Dodge. Look for some new traction bar designs as well.

TEN: I noticed Cage sponsors an off-road team.

CG: That’s Brock Ross Racing’s Ford Ranger. Ross has won a VORRA class 7 Championship and plans to attack Baja for the 1000 this year! It’s a good proving ground for our products. Since Jim is primarily a Rock Crawler and into the mud pits once in a while, we needed some go-fast exposure!

TEN: So is there a new shop truck project in Cage’s future?

CG: We are looking into the purchase of a new Ford SuperDuty for both product development and for company use. Otherwise, we will be using customer trucks for R&D.
We encourage customers to contact us for product development. Our strong point is customer service. Scott Tupper is the main contact while Jim is available some of the time. He’s a busy guy.

TEN: So what’s in the future for Cage Offroad Products?

CG: We are in a 6500 sq. ft. building consisting of an office, warehouse and manufacturing. We are looking to expand as we grow. We now have an Iron Man-iron worker, bender/ cutter and are constantly acquiring new equipment. What we can’t handle we farm out.
As for our future, we started out in 2004 to have fun and make some money. We are continually working on new products with Jim being the brains and me the money man. Best part being, he knows the market. That’s why we are with TEN because he recognized your strength in the truck marketplace.

TEN: If our readers could hear this tape, they would hear your constant drumming with your fingers. Were you always into music?

CG: I didn’t have a drum set until 8th grade; 1985. Bought a drum set and one month later we formed the band. We are the epitome of a garage band. Live is the American Dream come true. York, PA. is a blue collar town and I played sax in the school band. As for reading (drum) music, I make it up as I go. Freaked my parents out and never went to college.

TEN: Throwing copper, the album, was something new for Live?

CG: As an artist, we want to continue to grow. That album sold 12 million copies and put us on the map, especially with the college crowd of the day. Hey, we are all still together and making music.

TEN: What’s the next big tour?

CG: We are off to Australia, South Africa and back in the States in November. We will be doing a full circuit of the U.S. beginning with stops in Florida. Look for a new Live album in Spring!

TEN: Thanks Chad and continued success with both Live and Cage Offroad Products.


Link to article: http://fordtruckworld.tenmagazines.com/ten...le.asp?aid=2874

This post has been edited by dangum: Mar 14 2007, 7:10 pm

[slainte]

awwwwwwwwww~i love my drummers!!! great to hear about his Oregon connection and it is beautiful out here....just ask my heather, jen and laura.....just watch out for the moss and water!!!!