Industry Veterans Launch MaxRamps to Disrupt Automotive Tooling

GLADSTONE, MI – October 28, 2026 — When the automotive aftermarket descends on Las Vegas next week for the 2026 SEMA Show, much of the media attention will predictably focus on thousand-horsepower engine builds and futuristic electric vehicle conversions. Yet, for those of us tracking the operational shifts that dictate long-term profitability in the automotive sector, the most compelling story may be unfolding in a quieter corner of Central Hall. It is here that a newly formed company is attempting a textbook market disruption, leveraging vertical integration and localized manufacturing to unseat entrenched incumbents.

MaxRamps, a U.S. manufacturer of lightweight automotive ramps and accessories, is making its official industry debut. Operating out of a fully integrated facility in Michigan's Upper Peninsula, the startup has quietly amassed a 60-product portfolio since its soft launch in August. But what makes this venture particularly noteworthy isn't just the product—it is the strategic assembly of its leadership team and the operational blueprint they are deploying to capture market share.

The Foam Ramp Shakeup: Reassembling the Pioneers

To understand the strategic rationale behind this new market entrant, one must look at the executive roster. The leadership group, internally dubbed "The Original Crew," consists of CEO Clint Berry, Director of Sales and Marketing Christina Kwan, General Manager Eric Lucas, and Director of Manufacturing Operations Justin Lauscher.

Industry insiders will immediately recognize the pedigree. This team's collective experience traces directly back to the originating pioneers of the high-density foam automotive ramp category. For years, this niche was dominated by a single legacy player that established the standard for lightweight, polyurea-coated foam support structures. By reuniting under a new banner, these veterans are signaling a direct challenge to the very incumbent market they helped build.

“We recognized a need for a comprehensive line of high-quality automotive ramps and products to be made available for the market,” said CEO Clint Berry in a recent statement. “By manufacturing our products entirely in-house, we control quality, inventory and production timelines while maintaining flexibility to develop new products and custom solutions for vehicle loading, race car trailers, driveways, and any specialty applications. We're proud to make our official industry debut at the SEMA Show and demonstrate what our team is capable of delivering.”

From a business model perspective, the strategy is clear: capitalize on the institutional knowledge of the product while stripping away the supply chain bottlenecks and inventory delays that often plague mature manufacturing operations. By starting fresh, the leadership team is unburdened by legacy infrastructure, allowing them to build an agile production line designed specifically for the demands of the modern e-commerce and rapid-fulfillment landscape.

Vertical Integration in the Upper Peninsula

The linchpin of this operational innovation lies in Gladstone, Michigan. Rather than outsourcing foam carving to overseas suppliers or fragmenting the coating and finishing processes across multiple domestic vendors, the company has established an end-to-end manufacturing footprint under a single roof.

This vertical integration is a critical competitive advantage in the bulky goods sector. Automotive ramps are inherently voluminous; shipping "air" across oceans or between multiple domestic processing facilities rapidly erodes profit margins. By bringing the entire production process in-house—from the initial fabrication of the 100% solid Expanded Polystyrene (EPS) foam to the application of the textured polyurea coating—the Michigan facility dramatically reduces lead times.

Supply chain analysts note that this localized control allows for a level of rapid prototyping rarely seen in automotive tooling. The company claims it can design, manufacture, and deliver select custom products in just a few weeks. This capability was recently proven when the manufacturer successfully developed specialized, low-profile loading ramps for an Audi Formula 1 race car transporter—a high-stakes custom project that requires exact tolerances and immediate turnaround.

Engineering for the Low and Wide

The underlying material science of these products also reflects a response to shifting automotive trends. Modern sports cars, track-day specials, and exotic vehicles are increasingly designed with exceptionally low ground clearance and wide aerodynamic splitters. Traditional steel or aluminum ramps, which often feature steep approach angles and heavy, cumbersome designs, are frequently incompatible with these modern chassis.

Furthermore, hollow plastic ramps—while budget-friendly—tend to concentrate stress at specific pressure points, leading to potential failure under heavy dynamic loads.

The solution lies in the structural properties of high-density EPS foam. A solid-core EPS construction distributes the static load evenly across the entire footprint of the ramp. When encapsulated in a high-grade, textured polyurea coating, the resulting product is remarkably lightweight yet structurally robust. The polyurea acts as an armor, providing a non-slip surface that is highly resistant to automotive fluids, UV degradation, and extreme temperature fluctuations.

Standard lines from the Michigan facility are rated for a static load capacity of 1,750 pounds per ramp, equating to a 7,000-pound overall vehicle capacity. For commercial and heavy-duty applications, specialized lines push that rating to 2,750 pounds per ramp, easily accommodating an 11,000-pound vehicle.

At the upcoming SEMA Show, the company will highlight this engineering with the debut of a new 4-inch Lift Ramp – Extra Long (MRLFT-4L) in the New Products Showcase. Specifically tailored for low-clearance vehicles navigating four-post automotive lifts, the ramp features a shallow 5-degree approach angle and a reinforced notch to bridge existing metal lift ramps safely.

Retail Traction and the Road Ahead

Operational efficiency and product engineering mean little without market access, but the new manufacturer has already secured significant retail traction. Since its introduction in August, the brand has rapidly integrated into the distribution networks of major automotive retailers, including Summit Racing and JEGS. Securing placement with these high-volume aftermarket titans within months of launch is a testament to the industry relationships held by the founding team and the market's appetite for reliable inventory.

The strategic roadmap includes a commitment to introducing new products on a quarterly basis. This aggressive release schedule is designed to keep the brand at the forefront of retail catalogs and continuously address emerging pain points for mechanics and enthusiasts alike.

When the doors open at SEMA next week, the custom Corvette display ramp at Booth #24877 will certainly draw the eyes of passing attendees. But for industry observers, the real attraction is the underlying business model: a masterclass in utilizing domestic vertical integration, material science, and deep sector expertise to disrupt a specialized corner of the American manufacturing economy.