Valley Chrome

From Regional Player to National Leader

For Valley Chrome, a leading name in chrome truck accessories, the Mid-America Trucking Show (MATS) has
been more than just an annual trade show, it has been the cornerstone of its expansion from a local California
business to a recognized national brand. Ray Lucas, President Of Valley Chrome, unequivocally states, “Our company is nationwide now, and I attribute that to MATS. I mean, we built our company out of this show.” This case
study explores how MATS provided the critical platform and opportunities that facilitated Valley Chrome’s significant company growth.

“We built our company out of this show. In the old days, Valley Chrome was a regional company…our company is nationwide now and I attribute that to MATS.”

Ray Lucas / President - Valley Chrome

Challenge: Growing from a regional company to a nationally-recognized brand. Solution: Leveraging the Mid-America Trucking Show (MATS) for unparalleled access to a diverse, nationwide clientele and new business opportunities.

Results:
Achieved nation-wide distribution, secured key long-term customer relationships, and established Valley Chrome as a premier brand in the trucking industry.

The Leap from Regional to National
Decades ago, Valley Chrome was a “regional company… just in California.” Recognizing the need to expand, Ray Lucas and his sales manager made a pivotal decision nearly 48 years ago: to exhibit at their first MATS. Starting with a modest “10 by 10 booth,” they encountered a pivotal moment. “We saw people that we never imagined were out there,” Lucas recalls, “and it gave us access to a whole different clientele.” This initial exposure was the genesis of their national expansion.

MATS as a Catalyst for New Business
In the early years, Valley Chrome’s primary objective at MATS was clear: “We came out to get new business and MATS gave us that opportunity.” The show delivered tangible results, with Lucas noting, “We’d get 15 or 20 new customers every year out of MATS.” This consistent influx of new clients, year after year, was instrumental in building their national footprint.

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One notable example is their relationship with Four State Trucks. “We found them through this show,” Lucas mentions. “They were as small as we were back in the days… we connected with them through here and over the years have built that up to where they’re one of our largest customers.” More recently, an East Coast distributor who initially sold imported bumpers was convinced to carry Valley Chrome’s products after interactions at MATS. “It’s really developed into one of our largest customers,” Lucas adds, highlighting how MATS continues to forge significant partnerships. Evolving Strategy, Consistent Growth As Valley Chrome grew, so did its strategy for MATS. While still a venue for discovering new opportunities (“we still see new people”), the focus has expanded. “Our focus is on seeing our existing customers and being able to interact with them, take them out to dinner while we’re here and show them all our new products in person,” explains Lucas. This shift reflects a mature company leveraging the show’s unique face-to-face interaction opportunities, which online and social media efforts cannot replicate. Despite not selling directly to truck drivers, their presence at MATS is vital. With “upwards of 30,000 truck drivers a day” attending, Valley Chrome uses the platform to showcase products and build brand desire. “They will go to our dealers and drive our sales,” Lucas notes, emphasizing the indirect but powerful sales impact driven by end-user engagement at the show. The Unparalleled Reach and Value of MATS According to Lucas, the scale and quality of MATS are unmatched. “Nobody has the reach that the MATS does… It’s just, it’s known as the premier show in the country.” He emphasizes that “there’s people that come to this show that come to none of the other ones… from Australia and all over the place.” For businesses looking to connect with these unique, often high-value prospects, “if you want to meet those people, you have to come here to meet them.” The consequence of not attending is clear to Lucas: “If you’re at MATS, they’re going to see you. And if you’re not at MATS, it’s that simple, you’re just not going to even know they exist. They come out of the woodwork here.” Conclusion: An Indispensable Partner in Growth Valley Chrome’s journey from a California-based operation to a nationwide industry leader is inextricably linked to its long-standing participation in the Mid-America Trucking Show. MATS provided the initial access to a broader market, facilitated crucial customer acquisitions, and continues to offer an unparalleled platform for relationship building, new product showcases, and maintaining high visibility within the industry. For Valley Chrome, MATS has proven to be an indispensable partner, fueling nearly five decades of sustained company growth and solidifying its position as a key player in the trucking accessory market.