Massimo Group, the Garland, TX-based manufacturer and distributor of UTVs, ATVs, e-bikes, and electric utility vehicles, has appointed Ron Luttrell as VP of Dealer Development.
Luttrell reportedly brings over 20 years of experience in the motorcycle and powersports industries, including leadership roles at Brammo, Zero Motorcycles, Triumph Motorcycles America, and Royal Enfield, where he built and scaled dealer networks, implemented performance systems and accelerated national sales growth.
The company said in a media release that Luttrell “has a track record of transforming early-stage and growth-oriented OEMs into disciplined, scalable, dealer-driven organizations.”
In his new role with Massimo, Luttrell is expected to lead dealer network expansion, onboarding, and performance management as the company “makes platform investments that represent a strategic shift toward higher-margin, innovation-driven product lines designed to elevate Massimo’s brand position in the market.”
“Ron is joining Massimo at exactly the right time,” said Massimo Group Founder and CEO David Shan. “As we prepare to introduce our most advanced product lines to date, strengthening our dealer channel is essential. Ron’s deep experience in building high-performance dealer networks and scaling OEM sales organizations will help us unlock the significant opportunity we see within our UTV, ATV and electric vehicle channels. His experience will be instrumental in elevating dealer engagement, improving sell-through, and supporting our long-term growth strategy.”
Added Luttrell, “Massimo’s product momentum and commitment to innovation create a tremendous platform for dealer growth. I look forward to helping build the structure, accountability, and performance systems that will drive stronger dealer partnerships and help Massimo achieve its next stage of growth.”
Image courtesy Massimo Group
