October 13, 2022: Bret Stern has joined MAC Engineering & Equipment effective October 3 as sales director covering the US and Canada, based at the company’s Michigan head office.
Stern, 50, will also support Sorfin Yoshimura in handling MAC’s international sales — and as he marks 30 years in the automotive industry, Stern brings a wealth of experience to his new job.
MAC president Doug Bornas told BESB: “Bret brings a different level of experience of the battery industry when dealing with customers that is really advantageous. We’re excited that he has joined us.
“He’s highly motivated and he’ll be a great addition to the company.”
Stern started his career as an automotive technician and he told BESB how he “turned a wrench” for nearly 12 years professionally, while also teaching automotive repair for a community education centre.
Roadside business
He later moved into his first sales job, in aftermarket parts, and before long was working with the North American distribution giant the National Automotive Parts Association (NAPA) — with responsibilities for under hood products as sales manager for markets across Illinois, Indiana and part of Wisconsin.
“Our main product was batteries because of the volume of those that NAPA sells. That really got me interested in that end of the business,” Stern said.
He went on to launch his own roadside business with his wife, Monica, working with the AAA automobile association network, dealing with vehicle breakdowns. Stern continued to work at NAPA for a couple of years before joining his wife in the family business full-time.
“It was very profitable and successful but the only problem was we were working 24 hours a day, seven days a week. So, when one of our partner AAA companies said they were looking to expand they made us an excellent offer and we sold up.”
Stern was snapped up by battery test equipment specialist Midtronics where he joined as national key accounts manager and as which he had the NAPA account — supporting its batteries team.
He also had the account for US tools manufacturer Snap-on Tools, including supporting the company at tradeshows in Europe.
“East Penn was a big customer of ours and so I had an opportunity to learn more about the lead battery manufacturing process and found that extremely interesting. That ‘little black box’ as everyone calls it is an amazing invention,” Stern said.
Recyclable
In the aftermath of Covid-19, Stern decided to the time was right for a new challenge, which has led him to MAC. “I live about 15 minutes from the corporate headquarters. The team there is extremely knowledgeable and they operate with integrity, which was probably the biggest thing that sold me on the company.”
Stern is also delighted to be working with industry stalwart Jimmy Stewart — MAC’s sales and marketing VP — “one of those once-in-a-lifetime things where you have the opportunity to learn from someone who’s been in the business for 45 years”.
Stern says: “I’m a car guy, what you would call a ‘gear head’ here in the US. I look at EVs and the technology is amazing, but I’m not sold on lithium. I can’t see it being sustainable.
“I can see some of the inner-city delivery vehicles going EV, but lead batteries are more than 99% recyclable. How much greener can you get than that?
“The lead battery industry can re-use everything, but when you’re done with lithium, you have to find a way to dispose of it.”
Stern said he welcomes the fact that MAC is constantly looking at potential new technologies, but said: “Lead acid battery production machines is where we’ll always be.”
Photo: Bret Stern (left) with Jimmy Stewart
