Custom Dynamics

Custom Dynamics

Custom Dynamics

Custom Dynamics

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More than a strategic collaborator, Custom Dynamics considers SCDC as their internal design dept.

More than a strategic collaborator, Custom Dynamics considers SCDC as their internal design dept.

More than a strategic collaborator, Custom Dynamics considers SCDC as their internal design dept.

Custom Dynamics is the world’s leading supplier of aftermarket LED motorcycle lights and accessories. Based in Youngsville, North Carolina, Custom Dynamics’ team of 30+ employees is committed to delivering world-class customer support and industry-leading product development. The company features a full lineup of products for Harley Davidson, Victory, Indian, Yamaha, and other makes. Custom Dynamics distributes products directly to customers and through a dealer sales network.

Custom Dynamics is the world’s leading supplier of aftermarket LED motorcycle lights and accessories. Based in Youngsville, North Carolina, Custom Dynamics’ team of 30+ employees is committed to delivering world-class customer support and industry-leading product development. The company features a full lineup of products for Harley Davidson, Victory, Indian, Yamaha, and other makes. Custom Dynamics distributes products directly to customers and through a dealer sales network.

The Challenge

As Custom Dynamics grew, owner Dave Pribula faced an increasing number of challenges and threats to his business.

Understanding product development

In order to stay ahead of increasing competition, Dave found that he constantly had to refresh his product lineup. “Each product that we come up with, we know it has a life cycle,” says Dave. “A product might last 12 months, or it might last 5 years, but eventually it will get copied or just go out of style. So if you don't keep new products in development, you're not gonna keep growing.”

Product development challenges

“We want to be known as the leader that has the latest technology when it comes to lighting and electrical for a motorcycle,” says Dave. “But most of our designs were not really complicated — which is why they were getting knocked off."

“Everything can go wrong in the product development process. We had some ideas for some things that were much more complicated, but they were things that we just couldn't do internally. We needed optical engineers, mechanical engineers, electrical engineers — that type of assistance.”

Not enough time

Dave found that he simply didn’t have bandwidth needed to focus on innovation. “For each product we make, there are always lots of little spinoffs,” he says. “For example, with a tail light there’s a square back and a lay down style. Or with a smoke lens and with a clear lens. Chrome housing and black housing. And each one of those brings different requirements for regulatory compliance.”

“Then as a business owner, I've got other things on my plate as well. I’ve people to manage and a warehouse to run. I've got customers, I've got trade shows — I've got all that. There just wasn’t enough time in the day.”

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"SCDC has been easy to work with because they’re able to understand what we're trying to visualize and then turn our idea into a reality. And that's really been the strength of the relationship.”

———————
DAVE PRIBULA
Owner, Custom Dynamics

The Solution

Dave partners with SC Design Co. to ensure Custom Dynamics' new product design and development is successful.

Designing successful products

Dave’s team had an idea LED light pipe tail light. “Light pipes are all over the automobile world,” says Dave, “but you've got a pretty big tail light to work with. So the challenge was how we could take the concept of a light pipe and make it fit into the small area of a motorcycle. That was a big, big challenge — bigger than I think anyone realized when we first started out.

“SCDC was instrumental throughout the whole development process. They came up with five or six different concepts and then we narrowed it down to one that we liked. And then once we had the concept down, then they ran with it. And then once we had the concept down, they ran with it. Did all the modeling work for it, helped engineer the optics and the electrical board designed to drive the LEDs. Those are the things that we don't have the resources in house to do.”

Time savings

Without Southern California design company, Custom Dynamic’s light pipe tail light wouldn’t have become a reality. “I’m an electrical engineer,” says Dave, “But I’m also in charge of a company. So it becomes physically impossible for me to do everything once you get into engineering.

Having SCDC not only do the design but actually handle the engineering and some of the project management too, without them there's no way it would've gotten done. It's not just a matter of time savings for me — this product just wouldn't have happened without them.”

From idea to reality

Throughout the product design and development process, Dave found SCDC incredibly easy to work with. “We'd worked with companies in the past that have similar business model to SCDC,” he says, “and sometimes it was hard to get them to understand what we're trying to accomplish."

“A lot of the time when we create a new product, we're starting with nothing. No drawings, just a loose idea. SCDC has been easy to work with because they’re able to understand what we're trying to visualize and then turn our idea into a reality. And that's really been the strength of the relationship.”

"Everyone that we have introduced to this new product has absolutely loved it. It's been a home run. It’s done better than we ever hoped it would."

———————
DAVE PRIBULA 
Owner, Custom Dynamics

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All content © copyright Southern California Design Company and/or its respective clients. All rights reserved.

All content © copyright Southern California Design Company
and/or its respective clients. All rights reserved.

All content © copyright Southern California Design Company and/or its respective clients. All rights reserved.