By Ashley Reyes
The SEMA Truck & Off-Road Alliance (TORA) named ORACLE Lighting as the council's newest member company. Get to know their story in the SEMA News interview with Justin Hartenstein, ORACLE Lighting's founder, below.
SEMA News: Tell us the story of ORACLE Lighting. How did the company start?
Justin Hartenstein: I started Oracle Lighting in my garage back in 1999 at just 17 years old. As a true enthusiast, I began by developing custom lighting solutions for my own personal project vehicles. These innovative lighting products became popular when photos were posted to online message boards and other enthusiasts just had to have them. This consumer demand created organic growth and sales, which caused a company to naturally form around these innovative products.
SN: What's going on these days? What projects are you most excited about?
JH: Today, Oracle Lighting is considered one of the leaders in innovative, aftermarket automotive lighting accessories and has grown to employ more than 30 full-time team members. In 2021, Oracle received the SEMA Manufacturer of the Year Award, the SEMA YEN Vanguard Award and the SEMA Data Excellence Award. With more than 10,000 innovative product SKUs, Oracle Lighting is proud to offer our resellers the most comprehensive lighting line in the automotive industry.
SN: What's the best piece of advice you have for professionals getting started in the aftermarket?
JH: If you are an enthusiast just getting started in the aftermarket, be sure to remember that love for automobiles that drew you to this industry in the first place. As we become more and more focused on the business side, it is easy to lose that passion that made us want to work in this industry in the first place. Little reminders of what a privilege it is to do a job I love in an industry I am truly passionate about gives me gratitude and motivation to continue to excel every day.
Fill out a TORA-member spotlight form to highlight how you or your company are contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA's social media, SEMA News and future TORA member updates.